Building a strong Indigo Airlines brand, and outlook for 2009

In this second part of the interview with Sanjay Kumar, the Chief Commercial Officer of Indigo Airlines, we talk about my favorite topic – airline branding. Sanjay believes that branding is all about how customers experience Indigo as a brand, not just how they perceive as a brand. And there is a conscious effort at Indigo to translate the brand promise into a great experience through systematic implementation.

Consistency not only in the sky, but also on the ground

When someone flies Indigo Airlines, what he looking for? Sanjay believes that it’s not a five star flying experience. He’s looking for an easy, hassle-free travel experience. And Indigo lives up to the expectation. Not only do they have Queue-busters – mobile check-in counters that Sanjay mentioned in the first part of his interview last week, but they are also the first airline to have welcome announcements on the “coach” that takes passengers to the aircraft. It makes them feel that the journey has begun.

Why low pricing isn’t sustainable?

Sanjay feels that the current spate of low airfares in India is a short-term phenomenon and it’s a ploy to get people in the air once again. Such prices cannot be sustained in the long run. Hence, once the prices rise (this has already started happening), the challenge will be for airlines to keep the passengers in the air. And how does Indigo make this happen? By delivering a consistent brand experience, over time.

As for Sanjay’s predictions for airlines in India in 2009, he feels it’ll not be an easy year for the airlines in India in 2009, but those who keep their costs low, and keeps the customer coming back for more will emerge stronger in the long run.

I invite you to listen to the second half of Sanjay’s interview right here, on SimpliFlying.