Saturday, July 06, 2013

Air Asia’s strategy for India: No free lunch, but fly free, initially!

Initially, Air Asia India, the JV between the Malaysian carrier with the Tatas, plans to concentrate on the South, connecting cities and providing stops at unconventional routes to take care of customer needs
In the last few days, the sky is overcast with air turbulence caused by the tsunami (thanks to the candid statements) made by Tony Fernandez, promoter of Air Asia Bhd of Malaysia.  He is in the country to promote this airline and obtain the necessary clearances.
Air Asia India is a much talked about joint venture by this successful Malaysian low-cost airline promoter with Tatas (Tata Sons holding 30%) and Teslestra Tradeplace (holding 21%) with rest of 49% stake with Air Asia Bhd in this venture.
Because it is a low-cost airline, a lot of frills and related expenses are reduced by unbundling fares, to bring about the best benefit to the traveller. Initially, Air Asia will own and operate just three aircrafts but plans to add ten planes every year as they develop new routes. Eventually, it will be doing North, where currently charges are unrealistic, such as in Mumbai and Delhi.  It does not plan to lease the aircrafts, but use Airbus A320s.
 According to Tony Fernandez, Air Asia India hopes to obtain all the required clearances and start operating before the end of this year. It proposes to invest some Rs81 crore in this domestic operation and hope to cover the southern region, and is evaluating if Chennai, Bangalore or Kochi would be its operational (hub) base.
06/07/13 AK Ramdas/Moneylife.com
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