Important

CASESTUDY ON KINGFISHER AIRLINES

Kingfisher Airlines Ltd. (KAIR) is a private airline based in Bangalore, India.Currently, the Indian carrier is struggling with a cash shortage and losses, it will end internationalflights and cut many local routes as it seeks funds to revive operations. KAIR is India's largestdomestic airline. Owned by Vijay Mallya of United Beverages Group, Kingfisher Airlines started itsoperations on May 9, 2005, with a fleet of 4 brand new Airbus - A320. He took over the UB Groupeven before he turned 30 after his father, Vittal Mallya, passed away suddenly in 1983. Since then, hehas consolidated the group holdings, shed those companies, including a car battery making venture,won a corporate battle and Manu Chabbria's Shaw Wallace. Today, his beer business controls halfthe domestic market while the liquor business controls three-fourths of the market. Kingfisher Airlineswas set up in 2003 but hasn't seen a single year of profit since it got listed in 2006.Retrospection on Kingfisher Airlines history proves that it was a stiff competition for other domesticairlines of India. Its brand new aircraft, stylish red interiors, stylishly dressed cabin crew and groundstaff added to glamorous flying. The airline introduced in-flight entertainment (IFE) systems, for thefirst time to Indian consumers. The IFE systems were provided on every seat, even on the domesticflights. Kingfisher Airlines offers several unique services to its customers. These include personalvalet at the airport to assist in baggage handling and boarding, exclusive lounges with private space,accompanied with refreshments and music at the airport, audio and video on-demand, with extra-widepersonalized screens in the aircraft, sleeperette seats with extendable footrests, and three-coursegourmet cuisine. The airline offers attractive services to its on board passengers. Years following itsinception proved to be beneficial for the airline, in terms of its booming business, with a good...