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Frequent fliers

entertainment Updated: Jun 17, 2010 15:43 IST
Bhalchandra Waghe
Bhalchandra Waghe
Hindustan Times
Highlight Story

A new low-cost airline desired to make air travel possible for everyone by offering very low air fares. The Indian aviation industry has figured out how to make money in a business of losses.

Before the special inaugural flight took off, each honourable guest was given a beautifully decorated booklet, which had details of their future plans.

In this booklet, it was pointed out that there are a billion people who use trains every day, therefore a low cost business model can work here. It was also pointed out that the hardest thing in making this work is the politics of the business, because we are competing with the National Carriers and for some unknown reason, National Carriers are untouchable! Therefore, the road to take, is the one less travelled, and the need is to think unconventionally, which none of the Indian carriers can do. We want to transform travel to get people commuting by train to fly.

The market is growing and airlines are competing with each other to get people, who never thought of flying, to fly. Our policy is that the revenue must be maximised! When any plane takes off with an empty seat, that revenue is gone. Forever! Therefore, in the concluding para of the letter that the guests are presented at the end of a flight, they are asked: “Have you found your journey with us interesting and enjoyable? We sincerely hope that you have. We have written these few lines in the hope that it will help you to make better use of us. If you have anything to tell us, if you have any complaints or suggestions, please do share them with us as we will be glad to listen to you and take suitable action.”

In order to get more business, they are now announcing a special half fare plan for wives who accompany their husbands on business trips. There was a tremendous response from the guests. Expecting valuable testimonials, the Public Relations Department sent out reply paid envelopes to all the wives of the executives and businessmen, who had used the wives special plan rates, asking them how they had enjoyed their trip.