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Brand Management

Air India

Submitted To:
Prof. Rajiv Kamble
Submitted By:
Abhijeet Gulia (2015194)
Parth Jaiswal (2015222)
Aarohan Paul (2015258)
Abhinav Naman (2015259)
Akhil Sahni (2015261)
Kunwerji Saxena (2015283)
Neha Singh (2015289)


Air India is one of the oldest company in the Indian aviation industry and is known as the official
national carrier or the Flag carrier airline of India. Air India started its service post World War II
and became a public limited company in the year 1946.
It is the third largest carrier in India after Indigo and Jet Airways in passenger carried. It is the
only airline in Indian aviation industry to have the prestigious membership of Star Alliance (27th
member). It has the highest number of aircraft fleets at its disposal.
Air India flies in following categories:

Air India Cargo (Operation ceased in the year 2012)

Air India Regional (Airlines serves to Tier II and Tier III cities)
Air India Express (Low cost carrier providing connectivity to Middle East and South East
Asia from Thiruvananthapuram, Kochi, Kozhikode and Delhi)

Recently, for the first time since its merger with Indian Airlines it has earned an operational
profit of Rs 8 Cr. They have achieved this target two years in advance as per its turnaround plan.
Main aim of Air India is to be cash positive by 2016-17 and earn net profit by 2019-20.

About Air India Limited:

Air India was founded in the year 1932 by J.R.D Tata and renamed as Tata Airlines. Air India
Limited was formed by government of India as National Aviation Company of India Limited to
oversee the merger of Air India and Indian Airlines.
The value proposition for Air India is to provide Palace like service in the Sky. Its main motive is
to provide above class service to its flier, so they fly with ease and utmost comfort.

Major Competitors:

Jet Airways
Spice jet
Air Asia