MUMBAI- The Tata Group is preparing to launch a rebranded Air India Express (IX) next week, introducing a revitalized, dynamic, and visually appealing airline aimed at India’s budget-friendly aviation market, as per information from three anonymous sources.
This unveiling is scheduled for October 18, according to one of these individuals, a senior executive.
Air India Express Branding
In August, Mint reported that the updated brand identity for Air India Express was likely to be revealed in October, with the expectation that the airline would preserve its distinctive tail art.
This initiative will establish Air India Express as the group’s leading low-cost option for domestic travel. Its parent company, Air India, will continue to provide premium services on international routes and connect major Indian cities.
Air India (AI) is the first airline in the group to undergo a rebranding process, introducing the ‘vista’ logo inspired by windows, featuring a color palette of gold, purple, and red. For Air India Express, the approach will strike a balance between the old and new, as stated by another executive.
He explained, “The new branding will retain the tail art. Passengers appreciated the livery. The intention is to feature art forms, including culture and jewelry. The livery will remain inspired by these elements, but the representation will have a more contemporary and youthful approach in its brand identity.”
Tata Takeover and Makeover
In line with the Center’s strategic divestment program, the Tata Group completed the acquisition of both Air India and its subsidiary, Air India Express, in January 2022.
In November 2022, the Tata Group made an announcement regarding the merger of AirAsia India and Air India Express. As part of this transaction, AirAsia Bhd divested its 16.67% stake in the airline for ₹155.65 crore.
The merger of these two airlines brought the combined fleet to 56 aircraft, and this number is expected to increase significantly within the next year. The airline plans to introduce at least 50 of the 190 Boeing 737 MAX aircraft that Air India ordered in February.
Within the next two weeks, at least two Boeing 737 MAX aircraft featuring the new livery will join the fleet, with the plan to add two to three aircraft each month. This expansion will enhance Air India Express’ coverage across more destinations and increase flight frequencies.
Aloke Singh, Managing Director of Air India Express and AirAsia India, shared in an internal communication to employees, “Integration, growth, transformation… something BIG is in the works, and much more! This marks the beginning of a new phase in our journey. Over the next 15 months, 50 new B737 MAX aircraft will be integrated into the LCC fleet. Our focus is on being prepared to utilize this increased capacity.”
The Tata Group aims to capture a 30% share of the domestic market, as stated by the company.
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