Avishek Bambii Das on how OSPREE is driving duty-free innovation

MTRPL stands as a joint venture between two industry powerhouses, Adani Airport Holdings Limited (AAHL) and Flemingo Travel Retail Private Limited (FTRPL). MTRPL brings together the strengths of both parent organizations, Adani Enterprise – one of India’s largest conglomerates and Flemingo Group - India’s largest duty-free travel retail operator.

Now, in a strategic maneuver aimed at redefining the duty-free shopping experience, MTRPL has unveiled its rebranding as OSPREE. This transformation signals MTRPL's commitment to integrating its duty-free holdings across seven international airports in India under a unified brand identity.

In conversation with Adgully, Avishek Bambii Das, CEO, OSPREE Duty Free, speaks about his strategic initiatives, leadership philosophy, and the dynamic landscape of duty-free retail as OSPREE continues to inspire excellence and redefine industry standards.

What prompted Mumbai Travel Retail Private Limited (MTRPL) to undergo the rebranding process to become OSPREE? What is the vision to name it on specie of bird?

MTRPL operates duty-free stores in seven locations throughout India, including Mumbai, Ahmedabad, Amritsar, Jaipur, Lucknow, Mangalore, and Thiruvananthapuram, with six upcoming seaports.MTRPLwon its first concession outside India with a deal to run the duty-free business at Eurotunnel’s French terminal in Coquelles near Calais in France. Initially perceived as a regional brand confined to Mumbai, MTRPL recognized the need to unify its duty-free operations across the country to align with its global aspirations and expanding footprint. The rebranding effort consolidates all airport duty-free businesses under a cohesive brand identity.

The new brand, OSPREE, adopts a contemporary approach to redefine the duty-free shopping experience. Inspired by the majestic Osprey bird renowned for its grace, precision, and extensive migrations across continents, OSPREE symbolizes the company's ambitious journey. The mighty Osprey flies around 5000 miles to land in new territories, much like our company’s ambitions.Stepping into the world of OSPREE transcends ordinary shopping experiences, inviting customers on a voyage of discovery.

How does OSPREE's rebranding strategy align with contemporary trends in marketing and consumer behavior?

The rebranding of OSPREE aims to deliver exceptional shopping experiences to travellers both domestically and internationally. Consumers form emotional connections with purpose-driven brands, and OSPREE provides a platform for consistent shopping experiences across all stores. OSPREE's goal is to offer an omnichannel shopping experience, enhancing the hybrid customer journey.

Positioned as the premier destination for global travelers, OSPREE will redefine duty-free shopping as a luxurious and convenient experience, featuring a diverse selection of premium products. This new identity marks a significant milestone for the brand in cultivating a more relatable and intimate connection with customers.

What are the potential benefits and challenges of integrating multiple duty-free holdings under one unified brand identity, as seen in OSPREE's approach?

Benefits: This initiative presents the opportunity to ensure a uniform shopping experience across all our domestic and international locations.

Challenges: As a sizable multimillion-dollar retail entity spanning over 1,00,000 square feet, executing rebranding efforts across all locations poses a significant challenge, particularly within airport environments. Numerous constraints, including material restrictions and limitations on visibility elements, vary based on airport location, emphasizing the paramount importance of maintaining brand consistency.

What role do innovative marketing tactics, such as live DJ performances and exclusive product launches, play in OSPREE's efforts to attract and retain customers?

We believe that the retail experience should be experiential and not transactional. International travel can often be a taxing and exhausting endeavor. Lengthy queues at security, immigration counters, and check-ins consume considerable time and energy. However, upon entering the OSPREE store, travellers are greeted with a warm welcome and the delightful ambience of a live DJ playing their favorite tunes, instantly lifting their spirits. These engaging activities contribute to enhancing the dwell time within the store. Increased time spent in the store translates to greater opportunities for shoppers to explore and make purchases.

How does OSPREE leverage its partnerships with renowned brands to enhance its marketing efforts and appeal to a diverse range of travelers?

We maintain robust partnerships with prominent global brands, enabling us to secure exclusive brand launches and premium SKUs at competitive prices, ultimately benefiting our shoppers. OSPREE proudly offers an extensive selection of over 300 single malts, surpassing other duty-free retailers.

Our collaborations with the film industry and production houses allow us to showcase top Bollywood stars on our shop floor. Additionally, our Shop and Win campaign, conducted in partnership with Visa, provides shoppers with the chance to win luxury cars and bikes.

In what ways will the brand use digital marketing channels to engage with its target audience and promote its premium product offerings?

As a fast-growing organization, we recognize the pivotal role digital marketing channels play in engaging our target audience and promoting our premium product offerings. Through strategic use of social media platforms, targeted email campaigns, and compelling content creation, we aim to captivate our audience with immersive brand experiences, showcase the exclusivity of our product range, and cultivate a sense of luxury and sophistication.

By leveraging data analytics and customer insights, we will tailor our digital marketing efforts to resonate with our discerning customers, ultimately driving brand awareness, customer engagement, and revenue growth.

Travel and lifestyle Influencers as well as Bollywood celebrities have played a pivotal role in reaching out to our target audience and connecting with them on an emotional level.

How does the brand’s emphasis on luxury and convenience resonate with the evolving preferences of today's global travellers, and how does the brand communicate this message effectively?

We've noticed a notable trend among consumers towards acquiring exclusive products  to exclusive travel retail outlets. Moreover, with rising disposable income, the popularity of international leisure travel and luxury shopping has surged.

Our luxury liquor, PnC, and confectionery selections are especially sought after as premium gift choices by GenX, Millennials, and Gen Z. The Gen Z demographic, recognized for their interest in exploration and leisure travel, seeks out convenient and portable food options. Their affinity for quality and exclusivity harmonizes seamlessly with our product range.

What strategies does OSPREE employ to create a seamless and memorable shopping experience for customers across its various duty-free locations?

OSPREE takes pride in meeting the increasing demand for luxury and bridge-to-luxury assortments on our shelves. We've introduced a luxury boutique sunglasses store named Vue de Lux, featuring esteemed brands such as Dita, Dior, Offwhite, Vava and many others. Our Luggage store offers boutique selections, and the newly launched 'The Bharat Story' provides shoppers with abundant options for luxury Indian destination goods.

Our Sales team ensures that shoppers find the products they desire, while billing is conducted seamlessly.

We've recently unveiled the White Glove VIP assistance service, offering shoppers a personalized and memorable shopping experience.

What steps does OSPREE take to maintain brand consistency and ensure that its marketing efforts align with its overarching brand identity and values?

The communication distributed on the shop floor is meticulously tailored centrally to ensure consistency across all our locations. We uphold stringent brand guidelines for our new brand identity to maintain a unified and cohesive image.

Furthermore, our assortment at each location is carefully customized to meet the specific needs of our diverse range of shoppers. Our visual merchandising strategies are also devised centrally, resulting in consistent communication that aligns seamlessly with our brand values. This centralized approach ensures that every aspect of the shopper experience reflects our brand's identity and resonates with our target audience effectively.