AIR INDIA-WINGS OF CHANGE

WINGS OF CHANGE |

Why and How Air India’s wings can again touch the skies in the aviation industry and bring back the glory it had?

Air India was India’s pride and amongst the most amazing airlines in late 1960’s when J.R.D Tata was at the helm of it. There was a time when market leaders today like Lufthansa and Singapore Airlines used to look at what Air India is doing right. Yes, it was a world class airline back then. From there to having a loss of 20 crore every day i.e., (7300 crores of loss each year). After being nationalized and the House of Tata’s with no role in it the airline, it was just increasing its debt and every year accumulating losses. ??

Since it’s in the hands of Tata’s now, it is more of a responsibility to bring the glory of the airline which it used to hold when they started it and not just as a business opportunity.

Ratan Tata’s love for Aviation and the tough industry not allowing them to operate for about 25 years made them start in a joint venture with a low-cost carrier Air Asia India and then in collaboration with Singapore International Airlines launching premium carrier Vistara. But Air India is something else. It’s like a family member returning back after almost 7 decades having an emotional component attached to again make it a world class airline what it was back then.

The condition at which Air India has been sold as a huge loss-making airline, it reminds me of a quote- “When everything seems to be going against you, remember aircraft takes off against the wind, not with it” and surely Tata’s are the only group in India who can turn it around.?

This article focusses on Why and How Air India will bring back the glory to the country.

1)????EXPERTISE FROM HOSPITALITY INDUSTRY: Tata group owns Taj Hotels through the holding company Indian Hotels which is South Asia’s largest hospitality brand with 91 hotels across 59 destinations in 11 countries. They own and operate hotels, resorts, palaces and safaris. In June 2021, Brand Finance named Taj Hotels as the world’s strongest Hotel brand. India’s market leaders in hospitality can bring the domain expertise and know-how in making Air India a consumer’s preferred airline. Value proposition will play the key in transforming the airline. Experience is running customer facing businesses for more than 100 years will definitely give an edge.

1)????EXPERIENCE IN AVIATION: Aviation is a very dynamic industry and profitability is something only few airlines have achieved not only in India but across the world. Tata’s having started Air India which was Tata Airlines in 1932 and making it a world class airline back then and in the new millennium having Air Asia India (owned 83.67 by Tata Sons) and Vistara (owned 51% in a JV with Singapore International Airlines) have experience in running airlines. They can benefit from the consolidation of 4 airlines i.e., Air India, Air India Express, Vistara and Air Asia India through mergers. But even if that does not happen and each airline operates on their own, each will be competitors and carry their own USP. The group can focus on growing each airline organically whether it’s a low-cost flying experience or a luxury premium flying experience or a flying experience between two tier2-tier 3 cities. In both situations, it’s a win-win. They have the professional excellence to turn it around.

2)????REFURBISHING AIR INDIA’S FLEET: A new owner comes but a new feeling is as important and strategic for growth. It leaves an impression that there would be a “Change” and we will witness it. It could be buying new aircrafts for long haul destinations or new destinations or it could be refurbishing the existing aircrafts. Yes, Air India has 27 Boeing 787 Dreamliner’s. Airbus A350 which is a new generation aircraft, a very sustainable one also amazingly helpful in cost reduction and stylish cutting-edge technology. It’s ambient lighting, feeling of spaciousness, an innovative product, fuel efficient aircraft, design could be a great buy for the airline to push renewed service in the market.

3)????MARKETING: “WINGS OF CHANGE” was the tagline when Tata’s took over the Maharaja. “Change” is the keyword to attract the masses and everyone believes Air India will re-establish the glory. N. Chandrasekharan said there will be one universal app so flying the airline and boarding the Maharaja and then a travel passport with an itinerary. That could be in the form of staying at Taj Hotels or a Trip around India. The subtle form of message saying amazing before and amazing after will stay in the hearts of Indians.

4)????SERVICE: Tata are the most respected Indian brand across the world. International passengers will reclaim Air India as India’s flagship carrier. It will validate the feeling of trust and renewed service and the percentage of people flying Air India would increase. Air India is a representation of India, our culture and our hospitality. The décor and art work in the aircrafts and Air India’s lounge, the cutlery, champagne glasses. Taj understands catering and with Taj SATS under the roof too, the quality of food is expected to improve exponentially. The airline is working improving its On Time Performance (OTP), grooming guidelines and a more personalized experience.

5)????BENEFITTING THROUGH SYNERGIES: Tata’s touch human lives in or the other sector. They understand Catering (Local & International Cuisines) as they have hotels across geography, they have Tata Play so they have expertise in content and inflight entertainment, Tata Global Beverages under the kitty too which can help in improving beverage services. The existing poor website can be made world class by world’s second largest IT firm i.e., Tata Consultancy Services and Tata Elxi can bring in digital solutions and design models. ?

6)????LOOKING AFTER AIR INDIA FAMILY: “Treat your employees the same way you want them to treat your customers”. The first brand which comes when you say Trust is Tata’s. Whether it was 1500 crores of donation during Covid or Setting up a trust for the people killed in Taj attacks or Ratan Tata visiting each person in the hospital and attending funeral of the guests or the employees. Every employee was given the same benefit till the time. hey would have worked and beyond. When many companies halved salaries of their employees or fired during Covid, Tata’s stood by their employees. Tata's are the flag bearers of treating their employees as their family. Their will be not only a renewed service for the customers but a renewed feeling of motivation, trust and getting rewarded at time for the hard work the employees put in. It will help in making what Air India was as it is the people who make the brand what it is. Compassion is what Tata’s have always stood by.

Tata group welcomes Air India’s new customers and is excited to work together to make Air India the airliner choice in terms of passenger comfort and service. – Ratan Tata, a welcome message on board.

Thanks for reading the article. I would really appreciate if you could write what can Air India can do right to increase their market share and again become one of the finest airlines in the world or what is the change you have witnessed after Tata Group taking over the airline. Thank You! Cheers