Jet Air relaunches JetLite with upgrades
Jet Airways has significantly enhanced its budget carrier JetLite’s operations to build it as a dominant player in the domestic and regional international market, reports Lalatendu Mishra.Updated: Aug 07, 2008 22:12 IST
India’s largest private sector airline, Jet Airways, has significantly enhanced its budget carrier JetLite’s operations to build it as a dominant player in the domestic and regional international market (countries near India).
Both onboard and airport services have been spruced up and the airline has been re-launched as a ‘no-frills all-economy carrier’ offering value for money flights to passengers.
“The airline is fast evolving as the country’s established all-economy domestic and international carrier,” JetLite director Saroj Datta, said.
Airline officials say that the airline’s comprehensive re-structuring programme is on and synergies with Jet Airways have been maximised to save costs.
JetLite, previously known as Air Sahara was acquired in April 2007 for Rs 1,450 crore. It was positioned as a value carrier, a tad higher than low cost airlines. Jet Airways has spent significant amount of money to revive this airline which in the past five quarters has suffered a loss of Rs 573 crore.
Earlier this week, JetLite launched a new menu on board for passengers for a price. It also launched other consumer friendly initiatives such as scratch cards to win gifts.
According to passengers the cabin crew is courteous and so are pilots who make periodic announcements.
JetLite’s clear-cut objective is to woo passengers away from other Indian carriers in the domestic market by drastic improvement in services as well as to give a tough competition to regional international low cost airlines such as Air India Express, Air Arabia and Tiger Airways, which operate in the neighbouring countries.
In mid-August the airline would launch a major branding and marketing exercise to catapult it as the preferred choice for passengers. This comes weeks before rival Simplyfly Deccan starts international operations to West Asia, South East Asia and other neighbouring countries.
JetLite has received government permission to fly into West Asian counties but so far has not revealed any dates. The airline will also get delivery of 10 brand new Boeing 737 aircraft from 2009 onwards enabling it to run a fuel efficient fleet.