WITH AIR INDIA, JRD TATA HAD given Indian civil aviation a headstart way back in 1932. Operating its maiden international flight in 1948, the airline only grew until 1978, when JRD Tata was unceremoniously removed. Air India was the dominant airline in that era when airlines such as Emirates, Etihad, Qatar, Singapore Airlines, and so on that dominate the Indian skies today did not even exist. The airline was run with a high standard across parameters. Because of JRD Tata’s vision and his passion, Air India was symbolic of India overseas. Whether it was the booking offices, the aircraft, or the finer details, everything represented India. There was an air about Air India.
This strategy was rooted in reason. At that time, Air India was competing with mega carriers of that era like Pan Am, TWA, BOAC, Qantas. If Air India had to compete globally as a relatively small carrier, it had to be unique and innovative. This innovativeness came in Air India’s advertising — the hoardings and all messages symbolised class.
The Experimentation Phase
The period from 1953 to 1978 was proof that even as a government entity, Air India could deliver. The hindrance was not government ownership but the degradation of the political culture in subsequent years. After JRD Tata was removed, no heed was paid to the winning formula his leadership had set. This could be seen in the extremely short tenures of the chairmen, for example. The government, in its wisdom, experimented on all fronts.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Is Leadership Without Hierarchies Possible?
LEADERSHIP IN THE current era is more challenging than ever before.
The Rise and Evolution of Coffee Culture in India
AS A BANGALORE native, South Indian filter ‘Kaapi’ has always been a significant part of our tradition.
The Daily Ground Goes Desi
Success in Tier-2 and Tier-3 cities hinges on several key factors, with one of the most important being the ability to offer high-quality products at an accessible price point
Cracking The Indian Code
TARUN JAIN, CEO of Tim Hortons India believes in creating an experience at cafes by blending global quality, local flavours and affordability
Making Coffee the New Chai in India
Affordable, great-tasting coffee made fast-abCoffee is reshaping how India drinks coffee
Scripting A New Era Of Coffee In India
From a bootstrapped startup to international expansion, NOTHING BEFORE COFFEE is brewing its way to the top by challenging the giants of the coffee industry with innovation, personalisation, and sustainability
"Driven By A Younger Demographic, Coffee Culture Is On The Upswing"
SUNIL D'SOUZA, Managing Director and CEO of Tata Consumer Products, discusses the company's strategic growth in India's booming coffee market, focusing on premiumisation, innovation, and expanding consumer experiences both at home and in cafés, in this exclusive conversation with BW Businessworld's Tarannum Manjul
Fresh Brew, Big Ambitions
From startups to stores, Beanly's Samayesh Khanna and Rahul Jain elevate India's coffee culture by making freshly brewed coffee a daily delight
"On Track To Become India's Top Café Chain"
In an exclusive interview, RAJAT AGRAWAL, CEO of Barista Coffee, shared insights on the company's current market position, expansion strategies, and its response to growing competition
"Ensuring A Seamless Coffee Experience Outside The Cafe Is The Next Big Thing To Watch Out For"
In an exclusive conversation with BW Businessworld's Resham Suhail, Third Wave Coffee CEO RAJAT LUTHRA and its Co-founder AYUSH BATHWAL delve on how they are navigating the competitive landscape, going beyond retail and tapping changing consumer preferences