By Shivaji Dasgupta
Just recently, I flew the timeline of Indian aviation in less than 18 hours. A stylish Vistara A321 NEO on the morning service, dramatically complemented by a legacy A319 bearing the Maharaja’s banished stripes.
The free dining in Economy has been cleverly right sized, now that the majestic Vistara is part of the frugal Tata family. For breakfast, a meagre omelette with petite baked beans. Dinner, a stony slab of chicken with darkish dal and whitish rice. No sign of sausages or parathas, grudgingly a miniature pastry in tow. Accountants are clearly more influential than the impresarios, in the merger of civilisations.
The efficient servers insisted on offering Chicken-Rice or Dal-Rice as dinner. Deeply confusing, as the chicken substitute was an alu sabzi, with dal being the common factor. Veg or non-veg, the sensitive familiarity code, superseded by avoidable pretences.
In contrast, the Vande Bharat breakfast is on the right track: A chunky omelette with abundant boiled vegetables and handmade french fries. Lunch or dinner, generously four courses, including tawa rotis and ice cream.
Thoughtfully packaged snacks blending health with taste. For a princely all-inclusive fare of `1,500 or so.
Air India is confusing scalable experience transformation with superficial conversational anecdotes. The opening and closing announcements amplify the warmth of Indian hospitality, relevant for foreign customers only. Millions have been spent on elegant communication for a livery change that will not be totally operational for three years. Imagine, a simplistic passenger, impressed by the advertising, arriving at the airport for the A319 ride. The aircraft is painted differently, seats resemble ‘tentwalla’ sofas, the viral Bharatnatyam safety video is missing and everything smells of the past.
Domestic flyers are at the mercy of the imperialistic Indigo and the opportunistic Air India, possibly seeking a hand-in-glove consortium. The puny Akasa Air and the constantly broke Spicejet are insignificant support casts. Air India Express, adding to the confusion, by introducing and withdrawing premium offerings with whimsical alacrity.
Much before benchmarking with global carriers, Campbell Wilson will be well advised to chat with Ashwini Vaishnaw, who is delivering meaningful upgradation courtesy the impressive Vande Bharat. Including a customer-centric experience-first approach, without relying on magnified promises. Air India must transparently educate consumers about the genuine timelines for implementing the promised change. Else the occasional cockroaches on food trays will soon become elephants in the aisles.
The author is an autonomous brand consultant and writer. The views expressed are personal and not necessarily that of financialexpress.com