he airline industry is going the cellular phone operators' way. After the fares war, carriers are fighting the next battle with value-added services. Each is trying to outdo the other by providing some extra service - be it in-flight entertainment or booking tickets through SMS. Now, GoAir, in association with Delhi-based AVA Merchandising, is offering in-flight shopping.

GoAir is not the first airline to offer in-flight shopping. Air Deccan has a similar arrangement with AVA Merchandising. And, Sahara has had for long a bid-and-win system on board, where passengers can bid for interesting gifts. So how's GoAir's offering different?... more