The carrier not only removed price barriers, but also was able to bring about a tectonic shift in the minds of the Indian consumer. The strategy that is driving its innovative paradigm is simple – the airline offers tickets at low fares and balances it by cutting down the frills and all other additional costs; and follows a business model that schedules small aircrafts for towns and larger aircrafts for metros. As Captain Gopinath (below) envisages, “We should be the largest people’s carrier in India, as it sounds good.” After Air Deccan’s radical initial success, mainstream airlines like Jet, Sahara and Air India have had to lower their fares. The Deccan plateau notwithstanding, the Captain is slated to rule the skies, and most innovatively!
For Complete IIPM-Article, Click on IIPM-Editorial LINK
Source IIPM-Editorial,2006
