Male fragrances take off at Mumbai airport duty free

DFS India Pvt Ltd (Mumbai Duty Free — MDF), the joint venture between DFS Global and Flemingo International at Mumbai international airport's new Terminal 2, completed a year recently.

This enabled DFS to find out some interesting things about the Indian traveller's airport shopping habits. "Beauty is now the biggest business in the departure store — bigger than spirits," says Manishi Sanwal, MD, DFS India Pvt Ltd. "And men's fragrances outsell women's, although marginally, though this does not necessarily mean only men are buying those perfumes. We therefore ensure that new products are launched much before downtown launches for the fragrance, makeup and cosmetics category."

Internationally, the trend is towards buying 50ml cologne bottles. But Sanwal says that Indians remain value conscious. "Indians tend to go after 100 ml sizes, gift sets or travel sets which all ensure a better value, GWP (Gift with Purchase) or a trial offer."

Beauty may rule in the departure shop, but spirits is the largest product category overall. Travellers can also pre-order their spirits or fragrance while departing Mumbai, and collect it on arrival. This ensures they do not shop for that article abroad.

Plus, they get a five per cent discount. "Mostly flights arrive at night and passengers are tired. They want to make a quick buy," says Sanwal. "Preorder is just ideal for that. (Conversely) Passengers check in early while departing. They have time to experience our departure store. We prepare the order on your arrival date. All you have to do is to walk to the pre-order desk and collect the products."