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Alpha Future to sell Indian art at airports

Alpha Future is planning standalone stores at airports — ranging from 500 sq ft to 1,000 sq ft — to showcase Indian art and culture.

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KOLKATA: Alpha Future, the 50:50 joint venture between Alpha Airports of the UK and the Future Group, is planning standalone stores at airports — ranging from 500 sq ft to 1,000 sq ft — to showcase Indian art and culture.

According to industry sources, the overall market in “destination merchandise” among the top five airports in the country could amount to Rs 100-150 crore and it being an unexplored area, Alpha Future sees immense opportunities in this space. When contacted by DNA Money, Future Group officials were tight-lipped about this.

Sources indicated that though the modalities are yet to be in place, Alpha Future is looking to sell the concept to airport operators as standalone stores, which will mainly sell shawls, carpets, Indian jewellery, paintings, wood-carved artefacts, etc.

Departure lounges are the likely target areas for destination merchandise since travellers generally want to carry Indian artifacts when they leave the country.

“Separate space is required for this purpose retailers will only be allowed to sell only the categories specified by the airport operators. Globally, liquor, tobacco and confectionary constitute one-third of airport retail sales,” said a retail analyst.

He added that the concept of destination merchandise can be replicated in hotels - along the lines of the Taj Group’s Khazana - but Alpha Future has no such plans at the moment and is only keen to tap the airports.

Industry sources said that destination merchandise, if offered only in a truly world- class environment and infrastructure can position India among the top destinations and rake in the millions that airport restructuring is all about.

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