Air India Express unveils its vision ahead of brand launch

The Air India Express on Monday unveiled the vision for the airline that would be formed with its merger with AIX Connect — which currently operates as AirAsia India. The airline called the move an effort ‘to transform a national institution into national inspiration’. 

Talking about the way forward, Aloke Singh, Managing Director, Air India Express and AIX Connect, said, "Our resolute vision encapsulates our key differentiators - making meaningful connections, delivering unique experiences and providing best-in-class value with Indian warmth. Our ambitions will ride upon our huge fleet and network expansion, in the domestic India market as well as short-haul international region - Unlocking synergies with the merger of the two entities, and network integration with Air India; Growth and expansion, for a meaningful market presence as well as cost-efficiencies; and Achieving excellence in all areas, becoming a preferred brand for a confident new India.”

The airline has chalked the below mentioned business model and brand promise in the run up to the brand launch of Air India Express — 

Meaningful Connections: Nurture ‘meaningful connections’ that transcend borders, bringing people, communities, and cultures closer together, to embody the spirit and diversity of India, making every journey a delightful and memorable travel experience.

Unique Experiences: Curate and deliver ‘unique experiences' with unmatched Indian warmth, leveraging technology to make journeys frictionless and personalised. The product offerings and service experience will embody the warmth of Indian hospitality, with services like Gourmair, the airline’s award-winning in-flight dining brand, curated to cater to diverse culinary preferences with a wide range of regional and healthy hot meals and lite bites.

Best-in-Class Value: The pursuit of ‘best-in-class’ value goes beyond the fundamentals of cost and business model, offering customisable and relevant services for each guest and journey, based on their preferences and aptitude, while retaining consistent and reliable operational efficiency.

Earlier this year, AIX Connect and Air India Express launched the unified website, airindiaexpress.com, allowing users to book and manage services from both airlines on domestic and international sectors; common social media handles (airindiax) and support channels; and an integrated Passenger Service System. Both airlines have also synergized a host of other ancillary add-on services and sub-brands, including Gourmair in-flight dining, Xpress Prime seats, and Xpress Ahead priority services. The airlines also recently announced the harmonisation of new grades, compensation, and benefits with Air India, enabling a unified structure and streamlining career paths across the Air India group.