By Probir Pramanik, IANS
Mumbai : Kingfisher Airlines is close to owning a 51 percent majority stake in Air Deccan, Kingfisher owner Vijay Mallya says. Kingfisher already has a 46 percent in Deccan Aviation, the company that owns Air Deccan.
Mallya, flamboyant chief of United Breweries group — the second largest liquor conglomerate in the world — and owner of Kingfisher Airlines, says he is proud to have created an airline that can match the best in the world.
“I started Kingfisher Airlines in 2005 with a pledge to offer a world-class airline with a change in flying pleasure. This was a time when everybody laughed, including my competitors. In the last 29 months, Kingfisher Airline has changed the trend of aviation and has been lucky to be rated as one of the best airlines in India,” Mallya told IANS in an interview.
“The airline has been a recipient of 27 awards in the last couple of months. This is a small contribution to my country by way of crating an airline which can match stride with rest of the world,” Mallya said.
Kingfisher is the only carrier in domestic skies that offers in-flight entertainment on every seat, with a 16-channel live television, besides a gamut of in-flight offerings, he added.
Talking about his plans, Mallya said: “With its significant investment in Air Deccan, Kingfisher-Air Deccan is likely to emerge as one of the largest domestic airlines in India, linking 69 destinations and offering over 556 flights every day with a fleet strength of 87 aircraft.”
Kingfisher will soon become majority stakeholder in Air Deccan, he affirmed.
“Kingfisher has bought 46 percent of Deccan Aviation and we are near to owning a majority stake (51 percent) in a short while. This will help Kingfisher Airlines leverage its aviation experience in the international flying space by 2008.”
In a bid to offer a brand facelift, the airline has roped in a fresh face as its brand envoy, with a view to mirror the hopes, aspirations and lifestyle needs of generation next, who are now literally taking to the skies.
“We have a new brand ambassador in Deepika Padukone, Bollywood debutante and billed as a most promising newcomer in tinsel town,” Mallya told IANS.
“Deepika is the sparkling new face of Kingfisher Airlines, thanks to the huge fan following she enjoys with the youth. She is not merely a passive brand ambassador but an image which epitomises a world-class flying ambiance.”
Sharing the rationale behind choosing Padukone as the face of the airline, Mallya said: “Kingfisher Airlines, which has established itself as a market leader while setting new service benchmarks, has introduced this young Bollywood actor who happens to be from my hometown Bangalore. She also personifies the brand values of the airline.
“When we first launched Kingfisher Airlines, we had model-turned-Bollywood actor Yana Gupta as our brand ambassador. She was also associated with the Kingfisher calendar. Yana did an outstanding job in creating brand value for the airline during the initial launch phase.
“Today, Kingfisher Airlines (Kingfisher and Air Deccan combine), which is commanding a market share of almost 40 percent, feels a need for a vibrant emissary who could help in scaling the brand equity of aviation service.”
Asked to comment on his grandiose lifestyle, Mallya said: “I have always done things very differently. Some often related it as my unique style. Some appreciated but most wondered about what I do. I am happy that several daily newspapers have rated us as one of the top-notch airlines in India. I am passionate about the values that I could create for the entire group.”