Kingfisher Airlines

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The flamboyant Mallya has managed to build a branded castle in the air too...

It dared to be different and chose to tread along the high-quality, highprice corridor while the herd was fast galloping down the low-cost, low-prices alley. The result – Kingfisher Airlines! And the brand image – eminently sustainable. Its public perception hasn’t changed for over two years now (Kingfisher celebrated its second year of inception on May 9, 2007). With orders worth Rs.100 billion during 2005-06 alone and being the only Indian airline to place an order for 5 A380 superjumbos, the airline is also mulling an IPO to raise Rs.60 billion, which would help finance its future purchases. Perhaps the first airline ever to have received accolades even before completing a year, it was awarded with the ‘Best Airline of The Year’ award and also landed the Skytrax Award for ‘Service Excellence for a New Airline’. Mallya is also currently identified among those interested in the low-cost carrier Air Deccan. Being a liquor baron (where advertising is banned), Mallya is happily pumping capital into the airline so that it serves as an ad for even his liquor brand. No wonder, despite ‘not’ being a profit-making airline yet, Kingfisher is easily noticed. Binit Somaia, Regional Director, Centre for Asia-Pacific Aviation, says, “In a short span, Kingfisher has set new benchmarks for airline service, driven by innovation and investment.” Even the Panasonic Toyota For- mula One willfully accepted Kingfisher as its official sponsor in January this year. Sure, Indians can be proud of this truly indigenous brand!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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