JetLite wants to retain Sahara's Indian feel

Bangalore: Jetlite, the low cost carrier of Jet Airways, is taking the service positioning route instead of low fare, to beat competition in this space. With the tagline — Warmth: Free. You’re welcome! — JetLite has unveiled its brand proposition and has replicated the Indian look and feel of Air Sahara.
“Leveraging on the strengths of Jet Airways, we are targeting a service positioning for JetLite instead of product positioning. Air Sahara always had a reputation for its service delivery, which we did not want to change. Considering that we have the same cabin crew, who are now part of JetLite, we did not want to lose the Indian warmth and hospitality that Sahara was associated with. At the same time, consumers have the confidence of being part of Jet Airways, known for its efficiency, reliability and on-time performance,” Chief Executive of JetLite, Garry Kingshott told ET. Air Sahara was acquired by JetAirways in April this year.
The airhostesses of JetLite will continue to wear sarees to add to the Indian service style. Also in contrast to other low cost carriers such as Deccan, Indigo and SpiceJet, JetLite is betting on quick meals that are offered on board, free of cost, for its service proposition.JetLite reported a loss of Rs 192 crore during the first half of current fiscal.
05/11/07 Urvashi Jha/Economic Times

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Categories: JetLite Nov 2007