Air India Express Debuts Refreshed Brand and Premieres Boeing 737 Max
In an opulent ceremony held in Mumbai on October 18, 2023, Air India Express, the dynamic subsidiary of Air India, showcased its rebranded identity and introduced its pioneering Boeing 737 MAX aircraft. As the airline prepares to amalgamate with AirAsia India, its vision is clear: to emerge as India’s leading smart connector, furnishing both domestic and international passengers with cost-effective and expedient flights.
The airline’s rejuvenated brand is articulated through two dominant hues: Express Orange, encapsulating energy and swiftness, and Express Turquoise, reflecting modern sophistication. To further resonate with the Indian ethos, the airline’s fresh sonic logo draws inspiration from three intrinsic rasas (emotions): karuna (compassion), adbhuta (wonder), and vira (valor).
The pièce de résistance was undeniably the debut of Air India Express’s novel livery on its first Boeing 737-8 Max, emblazoned with the registration VT-BXA. This vibrant design, marrying the brand’s signature colors, is elegantly complemented by the tail art echoing the timeless Indian Bandhani textile pattern. It’s only the beginning, as future aircraft are poised to embrace more heritage-rich designs like Ajrakh, Patola, Kanjeevaram, and Kalamkari.
Marking its commitment to fleet modernization, the airline inducted its first duo of Boeing 737 MAX aircraft on September 29, 2023. With ambitions sky-high, Air India Express is on a trajectory to bolster its fleet to a staggering 50 aircraft in the subsequent 15 months. These technologically advanced aircraft not only promise reduced emissions and quieter operations but also herald the airline’s intent to broaden its horizons. Aspiring to reinforce its foothold in domestic realms, the airline is simultaneously eyeing lucrative opportunities in South Asia, the Middle East, Southeast Asia, and CIS nations.
An integral element of the Tata Group’s aviation ensemble—which also comprises stalwarts like Air India and Vistara—Air India Express is pivotal to the group’s aviation strategy. Aligned with the ambitious Saudi Vision 2030, the Tata Group’s aerial ventures are primed for a future of consolidation and growth in the aviation sector.
Sources: AirGuide Business airguide.info, msn.com, financialexpress.com, airlinegeeks.com