Winning Bizness Sports Desk
Mumbai. Ever since the ownership of Air India came to Tata, it has been trying to do something new on a daily basis to fly with changing time. In this context, the airline has partnered with celebrity fashion designer Manish Malhotra to design new uniforms for more than 10,000 employees including the airline's cabin crew, cockpit crew, ground and security staff. As part of Air India's ongoing modernization programme, this is another step in showcasing its new global brand identity, the airline said in a press release. Air India hopes that its employees will start appearing in new uniforms by the end of 2023. The airline said that Manish Malhotra and his team have started meeting Air India's frontline employees. Discussions and fitting sessions are being conducted with employees to better understand their needs. Air India CEO and MD Campbell Wilson said that we are happy to collaborate with Manish Malhotra. Our aim is to showcase a vibrant, bold and progressive India on the global stage. We are working with Manish to best reflect the elements of our brand, our heritage and our culture across the airline.
Manish is famous dress designer
Notably, Manish Malhotra designs dresses for A-list celebrities across the world including India. He also designed 1300 costumes for the Great Indian Musical at the Nita Mukesh Ambani Cultural Centre. When American singer and dancer Michael Jackson came to Mumbai for a show, Manish Malhotra was asked to design an outfit for him. On this, Malhotra said that it is a privilege for us to work with Kier India. We are working with the idea of developing new without erasing and modernizing without forgetting. Our goal is to connect tradition with the future. Keeping all this in mind, we have to prepare such uniforms which have comfort and authenticity. Currently Air India has 120 aircraft in its fleet. This includes the Airbus A320 family and Boeing's wide-body 777 and 787 aircraft.
The uniform will have gold, red and purple colors
Earlier in some reports, it was said that Air India is going to change the uniform of its female cabin crew. For the last 60 years, flight attendants have worn the traditional Indian outfit, 'sari'. There are plans to convert it into a modern outfit. Officials familiar with the matter had said that other traditional options like churidar were being considered. Earlier in the year 1962, the airline had decided to switch from skirts, jackets and hats to sarees. Female crew members working in the airline at that time describe how they were proud of their uniforms and were trained to wear the saree correctly. Currently in Air India, the uniform of male crew is coat-paint, while female crew wear saree.
Air India is going through transformation
In September 2022, Air India unveiled Vihaan.AI, its multi-stage transformation roadmap towards becoming a world class global airline. With its new makeover, Air India wants to compete with carriers like Emirates and Qatar Airways. In January 2022, Tata Group purchased the airline from the Government of India for Rs 18,000 crore. Recently, Air India had unveiled its new logo and livery. You can consider livery as a complete makeover of the aircraft. Golden, red and purple colors have been used in the makeover. The 91 year old airline of Tata Group was working on this for 15 months. It will replace the old logo inspired by Konark Chakra.
Maharaja will remain a part of this brand
The identity of Air India has been its Maharaja Muscat. It was designed in 1946. Bobby Kuka, the then commercial director of Air India, and artist Umesh Rao of advertising agency J. Walter Thompson together created the brand icon. Later changes were also made in it. Air India CEO and MD Campbell Wilson said- The Maharaja will now be seen mainly on Air India's domestic flights. Maharaja Muscat does not relate that much to the international customer base, that is why this is being done. Maharaja will be used for premium class.
