Airlines Industry India Strategies

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The Indian Aviation Industry

Description:    An analysis of the current state of the Aviation business in India, along with a critical analysis of
                Low Cost Carriers, their strategies and impact on the Industry. Projections for passenger growth
                included.

                The Aviation industry in India began with the birth of Tata Airlines, through the business
                relationship between Mr. Nevill Vintcent, a Royal Air Force pilot and Mr. JRD Tata, the first Indian to
                get an A-license. Tata Airlines became Air India in August 1946. In 1953, the Air Corporation Act
                nationalized all existing airline assets and established the Indian Airline Corporation and Air India
                International for domestic and international air services respectively.

                These two companies enjoyed monopoly power in the industry until 1991, when private airlines
                were given permission to operate charter and non scheduled services under the ‘Air Taxi’ scheme to
                boost tourism. These carriers were not allowed at the time, to fly scheduled flights or issue air
                tickets to passengers. As a result, a number of private players including Jet Airways, Air Sahara,
                Modiluft, Damania Airways, NEPC airlines and East West Airlines commenced domestic operations.
                In 1994, following the repeal of the Air Corporation Act, private players were permitted to operate
                scheduled services. Ultimately the carriers with more efficient operations and strategies survived
                and by 1997, only Jet Airways and Air Sahara made the cut from the original group.

                The next big change in the industry came in late 2003 with the emergence of India’s first no-frill
                airlines, Air Deccan. It revolutionized the industry, offering fares as low as INR 500 (USD 10
                roughly), compared with Full Service fares offered by the incumbents, averaging about INR 3000 or
                more. Since then, Spice Jet (restructured Royal Airways and Modiluft), Go Airways and Kingfisher
                Air have also entered the industry. Paramount Airways is another player, though it is positioned on
                the other end of the spectrum, as an ‘all business class’ airline. With the further advent of online
                ticket sales through companies such as makemytrip.com, prices have crashed and tickets are
                available for as little as INR 0.99. In fact, now many airline tickets can be bought for a price
                comparable to an upper class railway ticket for the same route.

                In December 2004, Indian scheduled carriers with a minimum of 5 years of continuous operations
                and a minimum fleet size of 20 aircraft, were permitted to operate scheduled services to
                internationals destinations. On January 11, 2005 the government designated four scheduled Indian
                carriers (Air India, Indian Airlines, Jet Airways and Air Sahara) to operate international services to
                and form Singapore, Malaysia, Thailand, Hong Kong, the UK and the USA.



Contents:       Evolution
                Market Size
                Market Structure
                Competitive Analysis
                Porter’s Five Forces
                Regulatory Environment
                Issues
                Low Cost Carriers (LCCs)
                Strategy
                Strategies not employed in India
                Outlook
                Appendix I: Air Routes Classification
                Appendix II: Companies Mentioned in this report
                Appendix III: List of Tables and Charts



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