After Air India, the Tata Group-owned budget carrier Air India Express, which operates mostly in the India-Middle East sector, is reportedly set for an image make-over, with plans for a new logo and livery while retaining its tail art culture.
Tata Group unveiled Air India’s new logo and livery last Thursday.
“Future Brand, the company that designed Air India’s new logo, is involved in the rebranding of Air India Express. We have a unique identity when it comes to tail art that beautifully displays India’s art and culture. Under the rebranding, the tail art will be retained but in a new way,” PTI reported, quoting an unnamed official of Air India Express.
Different tail designs for every plane make Air India Express different from Air India, said the official, adding the rebranding will be done in a phased manner to ensure smooth operations.
“We never had a mascot, and we won’t be having it while rebranding. But definitely, we will be adding more tail arts depicting various arts and cultures of the country,” the report said, citing the airline official.
Partnership strategies: Air India Express
The Tata Group in November 2022 acquired majority ownership in its joint venture airline AirAsia India and made it a subsidiary. Since March 2023, Air India Express and AirAsia India have moved to a single, unified reservations system and website and adopted common social media and customer support channels.
The Indian low-cost airline, which has 28 Airbuses from Air Asia and 26 Boeing 737 aircraft, has plans to add 23 new Boeing 737 Max by March-end.
It is also planning to sign a codesharing agreement with Air India as part of its strategy to merge with the airline.
As part of this, Air India Express will withdraw from all routes requiring business-class capacity. In return, Air India will focus on trunk routes where there is a demand for business seats.
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