Air India's CEO is aiming for a significant increase in market share and has given the airline a timeframe of five years to achieve that. The carrier is currently going through a transformation phase, with everything from customer service, in-flight meals, and network & and fleet size under the lens of the new owners.

30% of domestic and international market in 5 years

Air India (AI) chief Campbell Wilson wants the airline to have a significant portion of the Indian market within the next half a decade. Wilson commented on October 18th that he is aiming for AI to achieve 30% share in domestic and international markets in the next five years – a substantial increase from its current 10% domestic and 12% international market hold.

While the airline enjoys a lead over other Indian carriers in the international market, it faces stiff competition from other global carriers, particularly the big ME3 airlines, regarding network reach and onboard product.

Wilson is aware of this and is happy with AI's progress in operating flights to the west in the last few months. He commented,

“This sizeable frequency increase to the US and the UK, as well as the addition of new city pairs and improved aircraft cabin interiors, comes just 10 months after Air India's acquisition by the Tata Group. It is a clear signal of our intent, and an early step towards a much bigger aspiration.”

Fleet size to triple during this period

Air India is currently engaged in discussions with Airbus and Boeing for aircraft orders that would expand its current fleet by, what many believe, three-fold in the next five years. The airline has already planned to lease more than 20 A320 family of aircraft and five Boeing 777-200LR planes for the short term.

Wilson has confirmed AI's ongoing negotiations with airplane manufacturers but refused to reveal any numbers until an order is confirmed. He did say that the increase is going to be significant for both widebody and narrowbody airplanes.

It has also been reported that Boeing has offered some of its undelivered 737 MAX jets originally built for Chinese carriers. It remains to be seen whether Air India would go for those or not.

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Carrier of choice globally

Air India's privatization came with massive expectations from Indian citizens who wished to see the airline return to its glorious past and join the ranks of other world-class carriers. Fully aware of those hopes, Air India revealed a multi-stage transformation roadmap in September – a plan called Vihaan.AI, which signifies the dawn of a new era in Sanskrit.

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Under the plan, the airline will grow its network and fleet, develop a completely revamped customer proposition, and improve reliability and on-time performance, among other things.

Wilson recently told the Economic Times that Air India wants to appeal not just to the people of India but "we want the world to see Air India in the same category as Emirates, Qatar Airways or Singapore Airlines."

The new management's vision is commendable, but there's plenty of work to be done. The next five years are going to be very busy for AI.

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  Air India

  IATA/ICAO Code:

  AI/AIC

  Airline Type:

  Full Service Carrier

  Hub(s):

  Delhi Indira Gandhi International Airport

  Year Founded:

  1946

  Alliance:

  Star Alliance

  CEO:

  Campbell Wilson

  Country:

  India

  Region:

  Asia