Air Deccan to undergo makeover
11 September, 2007:
Air Deccan will no longer be the
common man’s bread-and-butter budget
carrier. Vijay Mallya's UB group,
which has a 26% stake in the airline,
will give a makeover to Air Deccan
complete with a new identity and
enhanced flying standards to better
Vijay Mallya has said that he plans to
give Air Deccan a 'premium' look and
feel, so that it is transformed into
the best product in the low-cost
airline space, according to a report.
The end objective is to enhance the
flying experience to command higher
As part of the refurbishing plan, Air
Deccan's logo will go. Air Deccan's
livery will be identical to that of
Kingfisher. The fleet will be painted
in the Kingfisher colors of red and
white with the blue kingfisher on its
tail. The entire service chain will
carry the Kingfisher colors.
The brand name will not be changed
outright as the brand enjoys instant
recall across the country. Mallya may
shorten the name to Deccan, though.
Other substantial changes include
tackling poor on-time performance. Air
Deccan's aimed-for 20-minute gap
between arrival and departure that
really worked, will be nixed. This is
expected to make a difference to Air
Deccan's on-time performance. Air
Deccan's practice of outsourcing of
check-in staff will end. To encourage
accountability, the service will now
be handled by airline staff.
Air Deccan's fleet will be
refurbished. The plan is to replace
the ATR 42 aircraft and the ageing
A320 planes with new aircraft.
And, last but not the least, Air
Deccan's fares will see a gradual
Vijay Mallya has reportedly decided to
launch an open offer for 20 per cent
more equity later in September 2007.