October 20, 2015 TnH Global

Air India – The Brand That Connects

Air India needs no introduction. Generations of air travelers in India and overseas have made Air India their airline of choice. The endearing Maharajah, the airline’s mascot, is symbolic of a service brand that has endured and grown.
When Air India came into being in 1932, it pioneered civil aviation in India and carved for itself a special place in India’s civil aviation history. Over the years, the airline has kept pace with trends and technology; changing consumer needs and preferences and, has evolved to successfully meet the challenges of the times. It is not just an airline that transports people and cargo. It is an institution in itself. The airline has assiduously built infrastructure like engineering and maintenance facilities, well-equipped training schools and simulators for pilot training and extensive ground handling facilities, all of which help to keep men and material in top gear.

Air India is also young at heart. Its 130 plusstrong fleet, a mix of B787 Dreamliners, B777s,B737s,A320 family,apart from CRJs and ATR aircraft, is one of the youngest in the world. A key boost to the brand comes from the comfort that these aircraft offer. Many of Air India’s long haul flights are non-stop yet passengers have marvelled at the comfortable flying experience. On the anvil is the introduction of Delhi -San Francisco from Dec 2015, one of the longest haul flights from India.

Undoubtedly, the result of technologically advanced aircraft like the Dreamliner, which have made long flights truly dreamlike. Air India has 21 of these birds in its fleet.

With 67 domestic destinations on its network, Air India offers the best connectivity in the country. The air traveller is the direct beneficiary; the economy is the indirect one. Farflung areas of the North-East, Ladakh, Andaman and Nicobar Islands, are brought into the economic and social mainstream thanks to the lifeline offered by Air India flights. No wonder, one of the main reasons for consumers choosing Air India is its excellent connectivity. Air India’s overseas reach covers 38 destinations across USA, Europe, the Far- East, South-East Asia and the Middle-East.

Air India has always delivered keeping consumer needs in mind. Be it connectivity, frequency of flights, on board service, competitive pricing, aircraft comfort or cuisine, Air India has responded to passenger feedback with improvements. Proof of this is its frequent flyer loyalty programme Flying Returns, with its huge base of nearly 15 lakh members.

Air India became the 27th member of Star Alliance – an elite global alliance of leading international carriers, in 2014. The national carrier is the first airline from India to have been inducted into this prestigious group – thereby scripting a new chapter in the annals of India’s domestic aviation.

Air India has cleared the IOSA (IATA Operational Safety Audit) renewal successfully which also includes the Safety Management System’s implementation. Air India has always been committed to the highest level of safety in all its aspects of operations.It has met international best standards and practices apart from meeting standards set by DGCA. The national airline was the first airline in India to obtain IOSA and ISAGO (IATA Safety Audit of Ground Operations) certifications.

From standing by the nation during any crisis, reflecting the tradition and culture of the country, or showcasing the strength of emerging India – Air India has always been identified with India. Air India was part of the evacuation of Indians and other nationals from the war torn country of Yemen. Air India positioned two of its A321 aircraft in Djibouti for the operation and evacuated 3614 people from Sana’a of which 682 were foreign nationals. While the Yemen evacuation was still fresh in the minds of people the national carrier was again called upon to bring back stranded people in the quake devastated country of Nepal.

Air India enjoys high brand equity, especially with its premium Business and Overseas segments. The airline also has excellent brand recall and endorsement – it has been rated the most trusted and dependable airline in the country – winning the Readers Digest Trusted Brand Award for a record ten times and the ET award in 2014.