Farewell Vistara India Mourns A Cherished Airline Brand (2015-2024)

As a farewell to the passengers on the last flights, the crew played the Bollywood hit song Kal Ho Na Ho as the plane touched down, marking the end of an era and the starting of a new one.

Parting is always a heartbreaking experience, and Vistara Airlines has done just that. It all came to a close on November 11, 2024, when the airline, which began operations in 2015 after being founded in 2013, gracefully took its last flight.

"As the plane ascends, so do our dreams. Let us glide towards the future where the sky is not the limit but just the beginning,"

Vistara wrote in an emotional message to partners. The emotional weight of the departure was amplified by the fact the airline hinted at its eventual transformation as Air India and added to the limited possibilities. Passengers on the last flights experienced a profoundly moving moment when, after landing, the crew played the Bollywood classic  Kal Ho Na Ho, a heartfelt tribute to the conclusion of their journey and the dawn of a new chapter.

Vistara's Journey

• In 2013- Tata SIS Airlines Limited was a joint venture between Tata Sons 51% and Singapore Airlines 49%.
• In 2015, Vistara launched operations on its flight from Delhi to Mumbai, introducing a three-class service model.
• In 2022, Tata Group announced the merger of Vistara with Air India, with Singapore Airlines retaining a 25.1% stake in the merged entity.
• In 2023-The Competition Commission of India approved the merger, paving the way for integration.
• In 2024—The merger officially takes effect on November 12. All Vistara flights are traditional to Air India's booking systems and branding.

This merger marks a prominent milestone for India's aviation industry. It establishes one of the most prominent airline groups globally and provides Air India with a unique competitive advantage domestically and internationally.

Singapore Airlines has maintained a 25.1% stake in this newly merged entity after significant investment, positioning Tata to enhance its footprint in Indian aviation.

Panning an emotional note on Linkedin, Prathap Suthan, managing partner and chief creative officer of BanginTheMiddle, shared his journey of being introduced to Vistara and the life beyond. He added that he happily enrolled in its loyalty programme after his 20th flight.

"A necessary corporate sacrifice. An unwanted brand execution. Today, on November 11, Vistara will take its final flight, and just like that, it will fade into history. It is a reminder of a time when loyalty was more than miles and comfort was more than seat width. The UK will be gone; another trusted code will be laid to rest. So long, Vistara. Thank you for your brief but beautiful flutter," he wrote.

Tarun Singh Chauhan of TSC Consulting reflects on Vistara's impact, expressing, "Vistara was a fabulous brand created with a clear agenda. It filled in a gap in the market and addressed a particular consumer." It was built with a purpose. Vistara brought something special to Indian aviation, filling the void left by Jet Airways and setting a new standard for a premium, passenger-friendly airline. "Vistara is a spectacular success.

At multiple levels," he says, honouring the brand's legacy.

For Shivaji Dasgupta of Inexgro Brand Advisory, the merger serves as a bridge intended to unite rather than maintain Vistara's high-end positioning. He asserts, "Vistara's brand identity, luxurious service, and high-end positioning will fade into Air India's broader state-owned identity as the country's primary full-service carrier."

Business strategist Lloyd Mathias concludes, "It is improbable to sustain Vistar's premium positioning following the merger with Air India." As Vistara's staff merges with Air India, its unique character might leave only memories of a brand that briefly made passengers feel that luxury was written reach. While the merger presents opportunities for Air India, challenges persist. Passengers of Air India frequently express concerns regarding service deficiencies and logistical difficulties, especially in the context of flight disruptions. Chauhan remarks on the disparity: "With an ageing fleet and inconsistent service, transforming the airline into a world-class carrier will be a callous and long-term process". In an industry where reputation holds little weight without reliability, Dasgupta emphasises that today's travellers genuinely appreciate the quality of service, not the corporate name that today's travellers genuinely appreciate.

While Air India carries the Tata name, it delivers a consistent and premium service experience that will cultivate passenger loyalty. Brands such as Jet Airways and Indigo earned trust not through their history but by providing something dependable for people.

"However, tatas influence could boost Air India in areas like talent acquisition as careers may be safer with the Tatas in a recession-sensitive industry", he notes.

Mathias says that while Tata's esteemed reputation may help shape consumer perceptions during the initial phase of this merger, he is aware that this goodwill will not suffice on its own.

Tata is still a newcomer in the global airline industry compared to established leaders like Singapore Airlines, who have perfected the art of excellence. Vistara, with a legacy of aspiration and luxury, is a testament to the belief that passengers felt the sky was merely the beginning for a fleeting moment. The journey now transitions to Air India under Tata's leadership to honour this legacy and demonstrate that these skies, once graced by Vistara, will ascend a revitalised mission.

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