India’s flagship international airline Air India has just unveiled its new cabin-crew uniform comprising ready-to-wear ombré Jharoka sarees with blazers for women, and black double-breasted suits, with a print inspired by the iconic Vista logo, for men. The uniform created by veteran designer Manish Malhotra “blends India’s rich culture with contemporary fashion”.
Earlier this year, Akasa Air swapped killer heels for comfy sneakers for its female crew to run the onboard services, picking up much attention on the way.
As such this is as good a time as any for Air India to give that image a makeover.
One can also look at the change in uniform as one big step among a series of steps to revamp the airline and its brand image, says Ambika Sharma, founder and MD, Pulp Strategy. The airline’s earlier uniform also had a storytelling element, points out Yasin Hamidani, director, Media Care Brand Solutions. Even after its acquisition, Air India continues to be seen as a ‘national airline’ of sorts, he says, and this choice of uniform blends the country’s tradition with modern appeal.Air India’s collaboration with designer Manish Malhotra underscores the industry’s recognition of fashion as a potent tool to enhance brand identity, says Sachin Kumar, founder, Bottle Openers. “In the competitive airline sector, where branding plays a crucial role, such initiatives reflect a commitment to staying relevant and appealing to a diverse global audience,” he adds.
He has a point. In the increasingly competitive Indian aviation market, estimated to be over $10 billion in 2023 according to Mordor Intelligence, branding has become an important differentiator. This is crucial as airline offerings have become standardised, and ticket prices have shot through the roof. And cabin couture seems to be the new hinge in the brand differentiation story. Take Akasa Air, which used its uniform to further its call for sustainability as its trouser and jacket fabric were made using recycled polyester fabric, which again, were made from pet bottle plastic salvaged from marine waste.
But like most things, the uniform standards for flight attendants aren’t just about their appearance. One must look at the image they seek to represent from the lens of the country’s culture, especially so if the airline flies internationally, say experts. So when Air India introduced its trademark sari for air hostesses in the 1960s, it was a way to advertise India as an exotic destination.
Cut to 2023. Look at how Indigo is tying up tradition with its “contemporary” brand story. The airline has made its strictly business blue uniforms the crux of its strictly functional brand image. Or consider the beleaguered SpiceJet. The airline’s “playful vibe” was reflected in its colourful uniforms. In fact, the airline took this one step further when it introduced special, casual weekend uniforms for its crew in the form of colourful kurtis. The idea was inspired by the concept of ‘casual Fridays’ in corporate offices, the company said while introducing the change.
On its part, the Vistara crew wears muted tones and crisply tailored uniforms, which contributes to a premium appeal for its customers. The outfits are designed by the celebrated designers Lecoanet Hemant as well as Abraham & Thakore.
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