5 city monuments get souvenir shops under PPP model

New Delhi: Souvenir shops offering curated merchandise inspired by India’s heritage have opened at five major monuments in the city, marking the first phase of a larger rollout across 55 sites nationwide under a public-private partnership (PPP) model.The stores, launched last week at Qutub Minar, Red Fort, Purana Qila, Safdarjung Tomb and Jantar Mantar, are part of a cluster-based plan covering multiple regions, including south, east and central India, and Maharashtra.The initiative is being implemented by Archaeological Survey of India (ASI), with private player Rare Planet responsible for designing, stocking and operating the outlets. ASI will receive a fixed rent for each shop under an initial three-year agreement, extendable by two years.Officials said the move aimed to create a standardised retail experience at heritage sites, similar to global monuments. The idea is to allow visitors to carry back "a piece of the monument along with the culture of that region" while also promoting traditional crafts, they added.“These are not just gift shops selling magnets or mugs. We want to offer products that blend technology with traditional crafts, rooted in regional heritage yet globally relevant.

Such spaces will deepen visitors’ engagement with monuments and help them carry back lasting memories of their visit,” said Vasant Kumar Swarnkar, ASI regional director (north).The merchandise, costing from Rs 15 to Rs 5,000, includes fridge magnets, postcards, caps, replicas of monuments, perfumes, wall clocks and watches themed around sites. Craft-based products include Kalamkari artworks and region-specific items like Gond art kits.

ASI’s official publications will also be available.Ranodeep Saha, co-founder of Rare Planet, said pricing had been kept accessible to cater to a wide range of visitors, adding that the company works directly with artisan communities and uses sustainable materials such as terracotta, ceramic and copper instead of single-use plastic.“It’s a good addition — earlier there wasn’t much to take back from these sites.

Now you can pick up something meaningful that reminds you of the visit and the products feel more authentic than what you get in the open market,” said a visitor at Qutub Minar.The initiative is among the first large-scale efforts to formalise souvenir retail at Indian heritage sites, where such offerings have historically been limited or unorganised. The stores have been designed as immersive spaces, incorporating monument-specific themes, lighting, fragrances and music to enhance the visitor experience.The next phase of the rollout is expected to go live next week, with stores at sites such as Sanchi and Khajuraho.