I remember working on an audio visual (AV) during the launch of Tata Motors’ the first indigenous car brand was developed, Tata Indica. In that AV, copywriter has an interesting line: ‘A nation to be recognized as respectable global strength needs to have its own airline, and car brands that can call themselves’.

India has owned its own brand airline for a long time and the car hopes to fill other gaps. But airlines that put India on a global flight map have suffered a lot of decades overlooked.

What will the addition of Indian Air do to tatas? And vice versa. This is a question that is debated at the new panel discussion on MoneyControl.

A new world brand

Tata Group under the new leader, N. Chandrasekan, has made several brave steps. Great bets have been placed in the digital space. Supported by some bold acquisitions. The group is also busy building competencies in making chips and more. Interestingly, this group will be after a young cohort. In line with this, this group of marathons sponsor and have taken the Sponsor of the title of Indian Premier League (IPL).

Indian water, although it cannot be seen as a young brand, is a service that can be very relevant to the world-ran Millennium India; and those who travel heavily domestically. But there is a need to update the brand to make it more attractive to young people. (As a case at the point, Royal Enfield managed to do this very well.)

Air India

The other side of the coin is what Tata Group can do for Air India? To get started, the group will bring the strength of a strong bench in areas such as financial management, human resources and technology. There have been reports from senior managers from various Governance companies intended for new expanded roles in Indian water.

There is an urgent need to bring cultural change in Indian water. As seen when the British Airways turned by the Lord of the King in the early 1980s (remember the advertising campaign for the ‘favorite world of airline’?), Air India will need infusion of trust and pride. And tatas have known competencies in cultural buildings. But it’s not the only thing that tatas can be done for Indian water.

Synergy

Among all major groups in India, Tata has a strong presence in the hospitality sector with the Taj Hotel chain. The group also has a budget network hotel in its ginger offer. Add to this excellent air catering service offered by Taj working with Singapore Airlines. Many airlines, domestic and international use of their services. Air India makes a welcome suitable for the string of the Hospitality of Tata Group’s offerings.

Next comes technology. Every global airline requires global technology partners. To run the system and keep them up to date. At TCS, Indian water has brothers or sisters who can help leap them to the top of the standings. In addition, Tata Group is busy building its Super App. The possibility of this app can have a travel platform where Taj, Ginger and now Air India can get pride in place.

A airline requires good land transportation partners. Tata Motors and Jaguar Land Rover (JLR) with world-class car fleets and commercial vehicles will fill this gap very well.

No need to mention, it is possible that Air India has used several corporate Group Tata services. Now the relationship can be taken to the next level.

This task is not easy and quite an expert has argued on the challenge. Tata has two brands of airlines in Hanggar. Indian water is the third. So Tata will have to find out how to manage all three. Then there are several workers, pilots, union engineers to be dealt with. The twists and turns of crude oil price movements. The need to invest in new planes and repairs is new. And much more.

But all say, Indian water with tatas flew it, has a better success opportunity. And in a certain sense, because the world opened post-pandemic, Indian water will be well positioned to bring Indians to various purposes and also bring business travelers and tourists to ‘Industrial India’. Hopefully in the coming years Indians who fly to Europe and the US do not need to route their journey through Dubai, Abu Dhabi, Frankfurt or London.

Air India will add wings to Tata Group. But I believe Tata will add a new purpose for this company that brings with a great brand story and heritage.