Survival Tactics of Air India

Friday, 28th December 2012 at 01:53am

Air India was able to take the second biggest share in the domestic market in the last couple of months. Now, it is poised to increase its market share in the international sector as it continues to innovate its inflight service when it starts deploying its state-of-the-art Dreamliner jets towards the end of this year.

Air India will start flying its brand-new 787 Dreamliner aircraft towards the end of this year on international routes. Along with this, an innovative service is on offer aboard these flights - specifically the availability of a variety of menu of an international cuisine of the destination country.

Until recently, passengers have to make do with 'continental' meal on board international flights of Air India. That will change with the introduction of 787 Dreamliners as passengers can order a meal specific to the country where the flight is heading to. So that when the flight is heading to any German destination, a passenger can have a German meal; a French meal is offered if the destination is in France.

Currently though, the airline only offers country-specific cuisines from South Korea and Japan, aside from the international cuisines.

Soon, passengers on domestic routes will also be served with liquor on board like what international passengers have been enjoying for years aboard Air India flights.

Prior to their merger and even after their union in 2007, Air India and Indian Airlines offered different sets of drinks menu for their domestic and international flights.

Airlines usually have different SOPs (scheduled operators permit) as well as different caterers and liquor suppliers, a top airline official said. So it is expected that they don't offer the same sets of menu for both food and drinks for two sets of flights. Air India will change that by integrating its food and drinks on both flights.

The official clarified that the limited space available in narrow-body aircraft will also dictate the space for storing food and other provisions on board. However, he assured that they will do whatever they could do to maximize the available space to cater to their passengers' needs.

Based on Indian law, Air India is not permitted to serve liquor on domestic routes, especially on narrow-body aircraft, but that will change soon with the introduction of wide-body Dreamliners into service.

The airline is also working on the makeover of its drab cabin crew uniform. It has commissioned the National Institute of Fashion Technology to do the job.

Female crew members of Air India are given options to don salwar-kurtas aside from saris only on domestic flights. For international flights, they are permitted to wear kurtis with trousers.

There will also be a more than one set of new uniforms for the male crew.

The cabin crew is expected to don on their new uniform starting in March 2013.

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