Jet’s Goyal may be down, but not out


Six years ago, the senior management at Jet Airways undertook a rather curious exercise. The airline was launching a new brand but, unlike previous Jet events, the rollout—led by then Chief Commercial Officer Sudheer Raghavan—was quiet. In May 2008, the airline began pulling its Boeing 737 planes out of service, one by one, and painted them light-blue and white. It removed the 24 plush seats in its business class, replacing them with 50 economy class seats. Almost immediately, the planes, stripped off their trappings, went into service as Jet Airways Konnect (later JetKonnect). The new brand was Naresh Goyal’s reluctant answer to domestic Indian low-cost carriers (LCCs) that were eating up his lunch.

In the ramp-up from 2008 to 2013, JetKonnect became the workhorse as plane after plane was converted from the airline’s full-service fleet. All this, without any drum rolls or fanfare, which is Goyal’s trademark style. Towards the end of 2013, only a few aircraft continued to operate under the traditional Jet Airways branding, which offered passengers full-service at higher fares.

Full report here Firstpost


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