Image credit: airindia/Instagram
The recent Air India plane crash on Thursday, which resulted in over 240 fatalities, marks the most devastating aviation incident in the last ten years and poses a significant challenge to the airline’s objectives of enhancing its image and modernizing its fleet.
Following the acquisition of the airline from the government in 2022, the Tata Group has initiated efforts to address years of neglect of its aging aircraft and to establish a “world-class airline,” a vision frequently articulated by CEO Campbell Wilson.
Update: Air India Ahmedabad-London flight crash – 241 confirmed deaths, one survivor
The initiative aims to resolve numerous issues that plagued the airline under government management, including ongoing flight delays, dissatisfied customers, a deficiency in spare parts, and subpar maintenance of aircraft, all of which contributed to significant financial losses.
As for the cause of the crash, which is the inaugural incident involving a Boeing Dreamliner wide-body aircraft, it remains undetermined. The Indian aviation minister confirmed that a formal inquiry has commenced, but Air India has not released any statements regarding the incident’s causes.
“The survival of Air India hinges on newer aircraft and improved maintenance. Focused maintenance is essential due to the airline’s troubled history,” commented Vibhuti Deora, a former legal advisor at India’s Aircraft Accident Investigation Bureau.
Historically, the airline has faced significant incidents; under government ownership, a Boeing 737 from Dubai overshot a runway in 2010, resulting in the deaths of 158 individuals. Additionally, a 2020 accident involving Air India Express saw an aircraft skid off the runway, claiming 21 lives.
Indian Prime Minister Narendra Modi emphasized the pivotal moment for the country’s thriving aviation sector during an international event attended by numerous airline executives in New Delhi on June 2.
On Thursday, Air India’s website underwent a visual change as it replaced its vibrant red branding with a more subdued black and grey aesthetic, prominently displaying the flight number of the crashed aircraft: “AI-171.”
“For any airline, safety is the cornerstone of brand identity. This event will severely hinder that perception for the brand,” remarked Dilip Cherian, a communications specialist and co-founder of public relations firm Perfect Relations.
A Challenging Day
With its maharajah mascot, Air India was once synonymous with opulent aircraft and exceptional service, a legacy established by its founder, JRD Tata, who was India’s first commercial pilot.
However, from the mid-2000s onward, the airline’s reputation deteriorated in the face of escalating financial challenges. It has operated wide-body jets with business class sections in disrepair while some of its newer Boeing 787 Dreamliners have been grounded due to lack of spare parts.
Upon regaining control, Tata found the airline “in absolute disarray,” according to CEO Wilson in a 2024 interview with Reuters, noting that many aircraft had not been refreshed since their delivery in 2010-2011.
According to the civil aviation ministry’s report to parliament in March, Air India commands a 30 percent share of the domestic passenger market with a fleet of 198 planes. Among these, 27 are aged 10 to 15 years, while 43 exceed 15 years. Air India Express operates 101 planes, with 37 percent aging beyond 15 years.
The aircraft involved in Thursday’s crash was reported to be 11 years old according to Flightradar24.
In contrast, competing Indian airlines, such as IndiGo, are operating more modern fleets.
Air India, partly owned by Singapore Airlines, has recently placed orders for 570 new aircraft and is negotiating for several additional units.
While expanding its international services, the airline continues to face ongoing passenger complaints, often highlighted on social media regarding dirty seats, malfunctioning armrests, non-working entertainment systems, and unclean cabin conditions.
In the United Kingdom, it has ranked as the airline with the most significant flight delays, with departures averaging nearly 46 minutes late in 2024, according to an analysis of data from the Civil Aviation Authority published in May.
The airline has been reporting losses since at least the fiscal year 2019-20, and in 2023-24, it recorded a net loss of $520 million on revenues of $4.6 billion.
At this moment, Air India faces the daunting task of addressing one of India’s worst aviation tragedies.
“This marks a challenging day for all of us at Air India,” CEO Wilson expressed in a video message on Thursday.
“The investigations will require time.”