Refreshing Air India

Air India's ultimate success hinges on the implementation of its turnaround plan and the quality of services accruing from it

-  MANISH PANT

"There is probably a little bit of Air India in every Indian!” This declaration by Natarajan Chandrasekaran, Chairman of Tata Sons, at the unveiling of the national flag carrier’s new brand identity stands validated by the furious discussion it has sparked in the public domain. While some have been critical of the new look, or what its new owners like to call a “refreshed Air India”, others have lauded the move. No surprises there, for from children’s toys to movies, Air India continues to command a special place in popular imagination.

The launch of the new brand identity and livery is the culmination of yet another milestone after the carrier placed a mega-order for 470 narrow- and widebody jets earlier this year. And as the country transforms into the world’s third-largest economy by the end of 2030, Air India is positioning itself as a leading global carrier embodying the aspiration of a New India. In pursuit of this objective, the iconic brand that returned to the Tata group on January 27, 2022, has rolled out a five-year-long Vihaan.AI turnaround programme. “Our mission and job at the Tata group and Air India are to make this a truly iconic airline that every Indian is truly proud of,” Chandrasekaran had said at a gathering of Air India employees, vendors and other stakeholders on August 10 in New Delhi.