Delhi Duty Free focuses on customer-centric offerings and digital innovation to shape India TR
Striking a balance between exclusivity and accessibility, Delhi Duty Free caters to the evolving tastes of today’s travelers
A remarkable transformation is unfolding in India. The nation is rapidly emerging as a global powerhouse of innovation and luxury, propelled by an expanding middle class, an influx of international travelers and a new generation of tech-savvy consumers.
At the heart of this evolution, Delhi Duty Free is evolving to meet the changing preferences of today's travelers. Its record-breaking annual sales of ₹2,177 crores (US$261 million) for the financial year ending March 31, 2025, attest to this impact. And now the future looks even brighter, with the GMR Group poised to fully acquire Delhi Duty Free in August 2025, a move that promises to pave the way for even more opportunities for growth and innovation.
Ashish Chopra, Chief Executive Officer, Delhi Duty Free
Growing global prominence
As India cements its reputation on the global stage, Delhi Duty Free is committed to advancing its offerings at Indira Gandhi International Airport. “We’re proud to reflect India’s rise as a global leader in innovation and luxury,” says Chopra.
Delhi Duty Free strengthens its premium positioning through renowned global partnerships. In Terminal 3, it recently collaborated with Suntory Global Spirits to create a shop-in-shop concept that blends Japanese craftsmanship with modern design. Further enhancing its luxury appeal, the company launched Dior’s La Collection Privée pop-up, showcasing ultra-premium fragrances, and expanded its portfolio with English perfume house Penhaligon’s. It also unveiled the first Les Exclusifs de Chanel shop-in-shop located in the Indian subcontinent.
Alongside these international offerings, Delhi Duty Free highlights India’s heritage through locally sourced products. A curated selection of premium Indian whiskies, including Indri, Paul John, Rampur and Longitude 77, offers travelers a taste of the country’s artisanal excellence. “This balance ensures that international travelers have access to both the best global brands and India’s finest homegrown products, making their shopping experience more authentic and enriching,” Chopra explains.
The unveiling of Dior’s La Collection Privée pop-up invites travelers to discover an exclusive range of ultra-premium fragrances
Premium Indian whiskies such as Indri, Paul John, Rampur and Longitude 77 offer an authentic taste of local artisanal excellence
Aspirational and inclusive
With factors including increased discretionary spending by Indian residents and a renewed influx of international tourists, Delhi Duty Free recognizes varying tastes and needs by curating an assortment that appeals to both value-conscious consumers and those with a taste for high-end exclusivity. “The key is understanding our customer base and strategically segmenting our offerings,” explains Chopra. “Altogether, we focus on premiumization, exclusive collaborations, collectible items and sustainable products.”
By leveraging market intelligence, the company offers exclusive, high-value items such as the Royal Salute 25-Year-Old Delhi Edition for its premium clientele, while also ensuring a varied range of more accessible options for a broader audience. This balance ensures a shopping experience that is both inclusive and aspirational.
Embracing digital transformation
Understanding that today’s travelers are highly connected through the power of technology, Delhi Duty Free has embraced digital innovation. “Today’s younger travelers are digitally savvy, seeking both convenience and exclusivity,” notes Chopra.
With this in mind, the company has introduced an advanced CMS platform that allows customers to effortlessly browse and reserve products even before they set foot in the airport. Once inside the store, travelers are greeted by interactive displays and dynamic video walls that create an immersive and captivating shopping environment. To keep things fresh and exciting, Delhi Duty Free frequently introduces exclusive digital product promotions and limited-edition collaborations, catering to the demand for unique, standout offerings that create lasting memories.
Integrating sustainability
Chopra proudly highlights the company’s early adoption of paper bags and its ongoing pilot of biodegradable, non-plastic alternatives. Additionally, Indira Gandhi International Airport, home to Delhi Duty Free, continues to lead by example in environmental stewardship as a single-use plastic-free airport.
Expanding its sustainability efforts, Delhi Duty Free has transitioned to 100% LED lighting across its retail locations and offices to further reduce its carbon footprint. It also champions green commuting by encouraging metro rail travel and offering shuttle services to connect employees to the workplace. “These efforts ensure that sustainability remains at the forefront of our operations, while offering eco-conscious shopping options for travelers,” notes Chopra.
Looking ahead, Chopra exudes confidence in Delhi Duty Free’s leadership in India’s travel retail sector. The essence of the strategy remains to create an experience that is as aspirational as it is accessible, ensuring that Delhi Duty Free continues to captivate a diverse global audience.
