The ebb and flow of Jet Airways
This week I thought of exploring the most popular brand that is being talked about in the news quite often, the brand that catered to over millions of air passengers for the past two decades — Jet Airways.
Unleashing the brand ‘Jet Airways’
Where it started : Incorporated in April 1992 as a limited liability company, the airline began operations as an air taxi operator in 1993. It began full-fledged operations in 1995 with international flights added in 2004. The airline went public in 2005 and in 2007, it acquired Air Sahara. It became the largest carrier by passenger market share in the country by 2010, a position it held until 2012.
Headquarters : Andheri , Mumbai , India
Company Tagline : The joy of flying
Parent company : Tailwinds Private Limited
Employees : 16,015
Livery : Jet Airways’ original livery was designed by Lowe (Lintas then). It was navy blue with light grey and chrome yellow. The top and bottom of the aircraft were painted in light grey with the flying sun logo in the navy blue background. In 2007, a new livery was created by Landor Associates which added yellow and gold ribbons; the design retained the dark blue and gold-accented colour scheme along with the airline’s “flying sun” logo. A new yellow uniform was simultaneously introduced, created by Italian designer Roberto Capucci . Jet Airways introduced its new identity in conjunction with a global brand re-launch which included new aircraft and seating.
Logo : The logo represents a sun with speed lines, later on it was also labelled as ‘flying sun’
Struggling in a competitive market where basic air fares can get as low as 2 cents. Jet Airways the country’s second largest airline has piled on $1.1 billion in debt and has failed to pay salaries and loans. Now with over 20,000+ jobs at stake pressure is building on the present government for a rescue package as a collapse would mean bad impacts on the poll results.
Jet Airways hopes to earn money by making efforts to turn itself around while simultaneously seeking a cash infusion to keep itself afloat. Last December there was a sudden surge in the stock prices when the Ceo announced that the airlines was going for seed round funding. However , the struggle seems to cast shadow on the upcoming elections as well.
