MUMBAI- Today (November 11, 2024) is the last day for Vistara Airline’s (UK) independent operation, from midnight Air India (AI) will take over the Vistara and will be the only full-service in the country.
But ever wonder how it started and why Air India is the only carrier offering premium services? Well, let’s answer these questions.
Air India, Only Full-Service Carrier
India’s full-service airline sector has contracted from five carriers to just one over 17 years.
In 2012, the Manmohan Singh-led UPA government allowed foreign airlines to acquire up to 49% of domestic carriers, leading to Jet Airways’ 24% acquisition by Etihad and the creation of AirAsia India and Vistara. Vistara remains the only full-service carrier to have launched in the last decade.
Since the 2007 merger of Indian Airlines and Air India, five full-service carriers operated in India. Kingfisher and Air Sahara ceased operations, while Vistara began in January 2015. Kingfisher collapsed in 2012, and Jet Airways acquired and rebranded Air Sahara as JetLite, which folded with Jet Airways in 2019.
Jet Airways, a 25-year full-service carrier, was grounded in April 2019 due to financial issues and is now set for liquidation.
Jet Airways pioneered foreign ownership in Indian aviation with Etihad’s 24% stake. Subsequently, AirAsia India launched with 49% ownership by Malaysia’s AirAsia, and Vistara, with 49% held by Singapore Airlines and 51% by Tata Group.
As global air traffic grows, low-cost carriers increasingly dominate, with India’s largest being IndiGo Airlines.
Full-service carriers (FSCs) emphasize passenger comfort and include services like meals in the ticket price. They often operate various aircraft types and prioritize network-wide profitability over individual route gains.
In contrast, LCCs focus on route-specific profitability, rely heavily on ancillary revenue, and typically operate a single type of aircraft to keep costs low.
Brief History of Legacy Carrier
In a historic moment for Indian aviation, Air India’s first intercontinental flight took off on June 8, 1948, from Bombay (now Mumbai) to London, with stops in Cairo and Geneva. This landmark flight was celebrated with a special Indian stamp, marking the country’s emergence on the global aviation stage.
Air India’s unique identity was further shaped by the creation of its iconic mascot, the Maharaja, developed by a team led by SK Kooka, known affectionately as “Bobby.” The Maharaja, with his red-and-gold turban, half-closed eyes, and distinctive moustache, became a beloved symbol of Indian hospitality. Often depicted in miniature-painting style and accompanied by the tagline, “There’s an Air about India,” he welcomed guests with a blend of warmth and humor that resonated worldwide.
Air India’s air hostesses were meticulously selected and trained under Kooka’s direction. Initially adhering to international standards of professionalism, they were groomed in everything from etiquette to wine and cheese, with their attire reflecting the Western influence of the time.
By the 1960s, however, they adopted traditional Indian silk sarees, styled with upswept buns and precise makeup. In the first class, known as the Maharaja’s Lounge, hostesses wore elaborate Rajasthani costumes adorned with heavy silver jewelry, reflecting India’s rich heritage.
Air India’s advertising captured this blend of tradition and modernity, with memorable campaigns like one featuring future Bollywood star Zeenat Aman, promising, “Long after you leave India, India will still be with you.”
Through these efforts, Air India became more than an airline; it became a cultural ambassador during a pivotal era for India. Today, as Air India continues to evolve, it carries forward the legacy of a nation’s aspirations and pride.
Last Man Standing: Tata Saved Air India
Air India when under government faced significant losses and it was rising with the passing day. Tata Group came to rescue the carrier which it founded and managed before the government forced them to sell it in 1953 by passing a new law.
However, despite seeing a golden era of travel, the management failed to run it profitably and after 70 years of operations under the government, the carrier became one of the worst flag carriers in the world.
However, in 2022, Tata came to the rescue and bought the carrier at a fair deal. Tata now owns two carriers that were formed by the merger of four carriers.
Air India and Air India Express will now operate as two independent carriers under Tata’s leadership but will have synchronized operations and clear goals.
Hope they do well and address all the issues whether related to employees or passengers and make Air India great again.
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