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Air India Express unveils new branding, strategy
Updated On: 19 October, 2023 07:54 AM IST | Mumbai | A Correspondent
50 aircraft to be added in 15 months, aim to grow narrow-body fleet to 170 in 5 years
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The merger of Air India Express and AirAsia India in the final stages
Air India Express and AirAsia India, both subsidiaries of the Tata-owned Air India, unveiled their common, refreshed ‘Air India Express’ branding on a new Boeing B737-8 aircraft ahead of their merger. Campbell Wilson, chairman, Air India Express, said, “With the merger of Air India Express and AirAsia India now in the final stages, we are also seeing the transformation of the aviation landscape. We are proud to present the new brand of Air India Express, a vitally important part of the new Air India Group, charged with providing the best value, accessibility and domestic and regional connectivity to every Indian, to become the airline of a new generation.” According to Wilson, the broader ambition of these efforts is to better connect India and Indians, to each other and to the world.
Speaking of the new brand identity, Aloke Singh, managing director, Air India Express, said that the integrated Air India Express-AirAsia India entity will operate with a modern, refreshed branding, positioned as “new India`s smart connector”. “The re-branding marks a new phase in our ambitious growth and transformation journey, starting with induction of the modern fuel-efficient Boeing B737-8 aircraft. With 50 aircraft set to be inducted into the fleet over the next 15 months, we double in size in a short span of time. Over the course of the next 5 years, we aim to grow to a fleet of about 170 narrow-body aircraft, with a network spanning the domestic and short-haul international markets,” he said. The company plans to continue with their unique tradition, with the aircraft livery featuring a variable tailfin design inspired by the rich art and craft heritage of the country, themed ‘The patterns of India’.
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