JetLite to retain Indian feel of Air Sahara to beat competition

BANGALORE: JetLite, the low cost carrier of Jet Airways, is taking the service positioning route instead of low fare, to beat competition in this space. With the tagline—Warmth: Free. You’re welcome!—JetLite has unveiled its brand proposition and has replicated the Indian look and feel of Air Sahara. “Leveraging on the strengths of Jet Airways, we are targeting a service positioning for JetLite instead of product positioning. Air Sahara always had a reputation for its service delivery, which we did not want to change.

Considering that we have the same cabin crew, who are now part of JetLite, we did not want to lose the Indian warmth and hospitality that Sahara was associated with. At the same time, consumers have the confidence of being part of Jet Airways, known for its efficiency, reliability and on-time performance,” Chief Executive of JetLite, Garry Kingshott told ET. Air Sahara was acquired by JetAirways in April this year.

The airhostesses of JetLite will continue to wear sarees to add to the Indian service style. Also in contrast to other low cost carriers such as Deccan, Indigo and SpiceJet, JetLite is betting on quick meals that are offered on board, free of cost, for its service proposition.

In the last six months post-acquisition, JetLite was focussed on making 24 aircraft airborne. Currently 20 out of 24 aircraft are operational. The carrier operates 141 flights daily across 32 cities. In October, the airline registered a load factor of around 70% and its market share is about 12%.

“The biggest achievement has been the lowest seat mile operating cost, which currently is about Rs 2.80 paise, down from Rs 4. We aim to bring it down to Rs 2.50. If everything goes as planned, we should break-even by December 2007,” said Mr Kingshott.

JetLite reported a loss of Rs 192 crore during the first half of current fiscal. It plans to lease six to eight aircraft next year to service the Gulf region, besides operating the remaining four aircraft by the end of the year. Its current overseas destinations are Colombo and Kathmandu.