Air India's new image has been presented recently as part of the transformation of India's national carrier into a a company that meets international standardsafter the TATA group became a shareholder. The powerful Indian industrial group had paid 2.4 billion dollars to acquire the company in 2021.
Air India's rejuvenation and marketing makeover will cost over 400 million dollars. All this is accompanied by a giant order for 470 aircraft from aircraft manufacturers Airbus and Boeing.
The new logo, with large red letters spelling out Air India, is accompanied by a gold border depicting an Indian-style arch or window. While CEO Campbell Wilson had promised not to get rid of the airline's mascot, a little maharaja saluting, it no longer appears on the aircraft's livery. However, it will be used on cabin products and interior design elements.
Another disappearance: the inscription of Air India in Sanskrit. This is intended to anchor the airline in a globalised world. Finally, the tail of the aircraft will now be decked out in aubergine, red and gold.
For Campbell Wilson, " Our new brand reflects Air India's ambition to become a world-class airline serving customers worldwide. It proudly represents a new India on the world stage. The new Air India is bold, confident and dynamic, but also warm and deeply rooted in its rich history and traditions that make Indian hospitality a global benchmark for service standards." .
On board, however, Air India will offer a three- or four-class product - including a small First Class on some flights. But the big news is still a genuine Premium Economy class.. The first details of this new configuration were given in a video at the presentation of the new logo.
A Business and Premium Eco product of international standing
The First Class and Business Class product will include armchairs that can be converted into beds. with sliding door for added privacy. Panels separating each armchair can be lowered to create a mini-suite in Première. All in shades of beige, grey and brown. In fact, they do little to reflect the colourful Indian culture!
Premium Economy will have more ergonomic seats in a 2-4-2 configuration. The spacing will be 97 cm. While the the new Economy Class will have a 3-4-3 row configuration. These two classes will be predominantly red and white.
Air India's new image also carries a highly political message. " Our vision for the airline is also set against the backdrop of a resurgent India where people's aspirations are limitless." said Tata Sons Chairman N. Chandrashekaran.
The first aircraft to be painted in the new colours will be an Airbus A350, to be delivered in December.. A third of the fleet will already be up to the new standards by the end of 2024. All aircraft will be wearing the new livery and incorporating the new cabin interior by 2026.
Air India is also speeding up the construction of new lounges. New units will open by early 2024 at Delhi and New York airports.
