Air India Express, the airline under the Tata Group’s leadership in the domestic aviation market, has introduced a new brand identity and livery as part of its ambitious growth and transformation strategy. With plans to reach a fleet size of 170 aircraft within the next five years, the airline is poised for significant expansion.
This rebranding signifies a new phase in the airline’s journey, with the induction of 50 aircraft into its fleet over the next 15 months. The target is to double the fleet size in a relatively short period and to establish Air India Express as a key player in the aviation industry.
As part of the new visual identity, the Tata Group has chosen orange and turquoise as the primary colors for the airline’s branding, with tangerine and ice blue as secondary colors. The color orange represents enthusiasm, agility, and Indian warmth, while turquoise signifies a contemporary premium sensibility with a digital-first approach.
Air India Express aims to position itself as “New India’s smart connector,” emphasizing its role in the domestic market while expanding its network in the Middle East and South East Asia. The airline is the Tata Group’s low-cost offering, catering to a market where over 85% of flights are operated without frills.
Recent government data for September revealed the dominance of low-cost carrier IndiGo in the domestic segment, with a 63.4% market share. Full-service carriers Vistara and Air India held 10% and 9.8% of the market, respectively. Other no-frills airlines, including AirAsia India, SpiceJet, and Akasa, secured the remaining share.
In August, Air India, the parent company of Air India Express, underwent a rebranding exercise, unveiling a new logo featuring an iconic window-inspired “vista” amidst a palette of golden, purple, and red colors.
The new livery for Air India Express was unveiled alongside the launch of a new Boeing B737-8 aircraft, VT-BXA, flown from Hyderabad to Mumbai. The airline retained its popular tail art, featuring “patterns of India” inspired by the country’s rich art and craft heritage.
To start, the livery of the first new Boeing 737-8 aircraft draws inspiration from the popular Indian textile pattern of Bandhani. As the airline expands its fleet, traditional textile patterns like Ajrakh, Patola, Kanjeevaram, Kalamkari, among others, will also be incorporated into the tail art of Air India Express aircraft.
The airline’s focus is on providing digitally-enabled travel experiences and showcasing Indian hospitality as differentiating factors from its competitors.
“With the merger of Air India and Air Asia India now in the final stages, we are also seeing the transformation of the aviation landscape,” said Campbell Wilson, Chairman of Air India Express and Managing Director of Air India.
Air India currently operates over 300 daily flights across 30 domestic and 14 international airports with a fleet of 58 aircraft. Its existing fleet comprises 28 Boeing B737 and 28 Airbus A320 aircraft. In January 2022, the Tata Group acquired a 100% stake in Air India and Air India Express as part of a government-led strategic divestment program.