India's Sahara Airlines is undergoing an image revamp which includes a re-branding exercise and new corporate colours as it seeks to expand its share in the local market.
Changes were made beginning on 2 October, when new colours were unveiled alongside an operational name change to Air Sahara.
"It is part of the changes we are making to improve the airline," says a spokesman. "There have been some management changes and we have some foreign consultants who are helping us."
Sahara, formerly Sahara India Airlines, is one of two main private domestic operators in the country, the other being larger Jet Airways. Last year, Jet began operating ATR-72s in addition to its existing 20-plus Boeing 737s, and is studying the purchase of regional jets. Sahara has eight 737s.
Earlier this year Sahara shelved a plan to form a domestic feeder carrier like Jet has done. The plan to operate turboprops as a result of rising fuel costs may be revived if the Indian Government cuts tariffs as promised.
Meanwhile, Sahara has looked to expand its 737 fleet, which has grown from four 737s since early last year. Its expansion and identity change come as new players are seeking to enter the market.
Like Jet, Sahara was launched following deregulation in the early 1990s to challenge the monopoly of state-owned Indian Airlines.
Source: Airline Business
