As the privatisation push for Air India gains traction, bidders have to contend with a unique challenge: brand Air India. Given the brand legacy, the government wants the buyer to continue with the brand. Indeed, retaining the brand is one of the conditions laid out in the sale’s terms—and, justifiably so. There is no denying the fact that the Air India brand is high in both recall value, and familiarity quotient. Yet, with over a hundred planes connecting 97 destinations, there is a large disconnect between expectations, and reality.
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