UP & AWAY

IndiGo is not satisfied with the dominance in the Indian sky; it wants a slice of the global pie 

- K. SUNIL THOMAS

SOMEONE SUGGESTED THAT we just look at the map and…” Pieter Elbers makes a motion resembling a dart being thrown, and laughs. “That’s not really how we select a new route to fly to,” he says, the grin firmly in place.

Elbers, CEO of IndiGo, Asia’s biggest airline and eighth largest in the world, is in his element after another round of laughing all the way to the bank—four quarters of profits in a row even as many fellow airlines are floundering or staring at bankruptcy. And the ‘going international’ strategy, which he set in motion a year ago, is now in top gear.

It is this choice of destinations that has the aviation world agog, and the subject of the question to Elbers. After starting the predictable India-Gulf routes a few years ago, the airline dialled up the expansion push by many notches this year with flights to, wait for it, Baku (Azerbaijan), Tbilisi (Georgia), Nairobi (Kenya), Jakarta (Indonesia) and more.

“We establish some market info first, looking into general parameters like GDP and foreign investments. Then we looked at whether Indians want to go to these places, how much of a detour is necessary to get there today and what options they have now,” says Elbers in an interaction with THE WEEK.

Third, he adds, is the entrepreneurial approach of taking a risk with a new route, as much as using the weight of IndiGo’s dominance in the domestic market as an advantage. “A Delhi to Baku flight is actually an India to Baku flight, because we connect so many domestic destinations to Delhi,” he says. “I’m encouraged by what I see in some of these new markets. The appetite of the Indian consumer to explore internationally is just about to start. We’ve only seen the tip of the iceberg.”