23, September 2026: India Retails and Hospitality Pvt Ltd , the fastest growing company in India’s travel retail segment, has announced the launch of Sthanika, its ninth proprietary retail brand, now operational at Bhogapuram International Airport. The store brings together a curated range of Geographical Indication tagged crafts, textiles and regional products from across Andhra Pradesh, giving travellers direct access to India’s authentic heritage within the airport environment.
The name Sthanika comes from the Sanskrit word sthaan, meaning place. It stands for what is local, rooted and belonging to a particular land. The brand was conceived around one simple commitment: whatever sits on its shelves should come from the soil the airport itself stands on. That single idea has shaped everything about Sthanika, from the products it carries to the way each one is presented to the traveller.
Andhra Pradesh is home to some of India’s oldest and most distinctive craft traditions, many still practised by the same families and communities that have carried them forward for generations. Much of this work rarely travels beyond the districts where it is made. Sthanika was built to close that distance, bringing these art forms out of local markets and placing them where millions of travellers pass through every year. Every product in the store carries a verifiable origin, a craft cluster, a producing community and, in most cases, a GI certification that authenticates its regional provenance and traditional method of production. The range spans nine categories: textiles, traditional toys, premium brassware, food, devotional crafts, leather folk art, musical instruments, regional handicrafts and scroll art.
At the centre of the Sthanika range are five products the team calls the Craft Stories of Sthanika, chosen to capture the breadth of Andhra Pradesh’s craft heritage. Etikoppaka Lacquerware Toys and Collectibles is a strong storytelling product representing Andhra Pradesh’s famous traditional lacquer craft.Etikoppaka toys were selected as the theme of Andhra Pradesh’s tableau at India’s Republic Day Parade in January 2025 because they embody the state’s centuries-old craft heritage, sustainable use of local materials and the spirit of “Vocal for Local.” The award-winning tableau brought greater national recognition to the craft and its artisan community.Kondapalli Wooden Toys is instantly recognisable, colourful and deeply connected to the region’s craft heritage. Uppada Silk Sarees shines as a premium hero product that showcases fine handmade craftsmanship and makes a strong statement about luxury rooted in tradition. Mangalagiri Handloom Textiles represents everyday heritage, weaving traditions and contemporary Indian design. And finally, Ponduru Cotton stands as a powerful example of handspun, handwoven textile craftsmanship, rich in authenticity and cultural depth.
Beyond these five, the wider assortment has been built through direct sourcing from master weavers, artisan cooperatives, tribal producer groups and traditional craft families across the state. It includes Dharmavaram silk from Rayalaseema, Srikalahasti Pen Kalamkari on silk and Tussar, Kansa brassware from the Ajjaram cluster in West Godavari, the Bobbili Veena from Vizianagaram, Tholu Bommalata leather puppetry from Anantapur, Araku Coffee from Alluri Sitarama Raju district, Atreyapuram Pootharekulu from East Godavari, and a range of devotional craft under the Divine Andhra category, inspired by the temple heritage of Tirupati, Srisailam and Simhachalam. Every product is chosen first for authenticity: a verifiable maker, a documented craft process and, wherever possible, GI certification, so customers can trust that what they buy genuinely belongs to the place it claims to represent.
The retail experience at Sthanika is built around this same idea of provenance-led presentation. Each product is accompanied by information on its geographic origin, craft process, producing community and GI status, giving customers a real understanding of what they are buying and the tradition behind it. The store is designed to serve domestic travellers, international visitors, the NRI community, pilgrims travelling to Andhra’s major temple destinations, and travellers with a genuine interest in Indian craft.
“India has some of the most extraordinary craft traditions in the world, and for too long, the artisans behind them have had limited access to the kind of audience they deserve,” said Naresh Sharma, CEO, IRHPL Group of Companies. “Sthanika is our way of changing that. Every product in this store comes from a real place, made by real hands, carrying a tradition that has been passed down through generations. We want travellers to take that home with them, not just as an object, but as a connection to the culture and the people who made it.”
Sthanika joins IRHPL’s growing portfolio of proprietary retail concepts, each one built around a distinct idea rather than a standard retail format. La Mourde Choc brings premium confectionery to the airport experience. Mishthaan offers Indian sweets; Lumière focuses on curated luxury eyewear. Artport carries handmade art & craft and jewellery. Neo Travel serves the practical needs of the traveller. Toycraft is designed for younger visitors and families. The Olfactive is dedicated to fragrances. Sthanika is IRHPL’s ninth owned brand, adding a new dimension to the portfolio, one rooted in India’s living craft traditions and the communities that sustain them.c
The launch at Bhogapuram International Airport is the first step in a broader rollout. IRHPL currently operates 93 stores across major Indian airports and has spent several years building its position as one of the fastest growing companies in the country’s travel retail space. As more airports come up and passenger volumes grow, the company sees a genuine opening for retail rooted in regional identity rather than generic appeal. Sthanika is designed to grow with that opportunity.