Air India has done well in US market; DEEPAK BRARA

The economic slowdown and the high fuel prices have affected almost all the sectors of economic activity in every country around the world. Industrial production has shrunk, inflation is up, and unemployment rates are high, affecting travel and tourism. Most airlines have laid off thousands of employees and reduced services. However, AIR INDIA, the national carrier of India, has expanded as planned, adding new services and new aircrafts almost on a regular basis. Echoing this sentiment of optimism and unprecedented growth, especially in the US sector, Deepak Brara, Executive Director - Americas, Air India, told this writer in an exclusive interview in his Park Avenue Office in midtown Manhattan, “We have done well in the United States market, despite the global slowdown.” And he went on to explain, “AIR INDIA’s products and services are unmatched by any other in the whole industry.”

Deepak Brara, who was appointed as Executive Director – Americas for Air India in April 2008, with overall responsibility for the airline’s operations in the U.S.A. and Canada, as well as sales and marketing activity throughout the Western Hemisphere for India’s largest carrier, said, “New York is truly a cosmopolitan city, a City of Contrasts and Spontaneity. You get to meet people from almost all parts of the world, and is welcoming to every culture, tradition, beliefs, and lifestyles.”

Brara said, prior to assuming charge of his present post, had held key managerial roles over the course of his 32-year career in the Indian Aviation industry, having joined the erstwhile Indian Airlines in 1976. Most recently, he was Executive Director – Sales & Marketing at Air India headquarters in Mumbai since July 2007. During this time, he simultaneously held charge as Managing Director of Alliance Air, a wholly owned subsidiary of Indian Airlines. Other positions held by Brara at Indian Airlines include Director of Public Relations – Corporate (2005-2006), Regional Director for Northern India (2004-2005), Director Stores & Purchasing (2003-2004) and General Manager Market Planning (1999-2003)

Prior to 1999, Brara’s career development at Indian Airlines included a 2-year stint in Calcutta in charge of the Eastern India and Southeast Asia region, and a 1.5 year deputation to the office of Air India’s Managing Director. He was instrumental in the development and launch of the joint Air India/Indian Airlines loyalty program (Flying Returns), Indian Airlines’ international market expansion, and SITAR, a Computer Reservation System (CRS) developed jointly with U.S. based Sabre system. In his early years, he was assigned to the Corporate Planning Department where he held charge of Schedule and Network planning, and later Marketing Research and Statistics, where he developed the carrier’s MIS. Brara graduated from Shri Ram College of Commerce, Delhi and completed his Masters in Management Studies at Bombay. He is married, has two daughters and is a gardening enthusiast.

 Brara said, the urge to excel and the enthusiasm, which characterized Air India from its very inception 76 years ago, is quintessential even today - thanks to its dedicated staff with a keen sense of the future, who have kept alive the tradition of flying high, even while adapting to the ever changing needs of the times. In its quest for modernization and growth, Air India has given utmost importance to the US sector, Brara said The delivery of the new aircrafts, added to the AIR INDIA fleet have changed the whole out-look of the national carrier.” Added to these are the new approach and warmth by the staff that have enhanced its image worldwide. The additions have helped us to add capacity to the existing destinations that the carrier serves, especially the international cities,” Deepak Brara said.

Air India’s non-stop service is part of the airline’s latest expansion and fleet modernization program. The flights are in addition to Air India’s daily 747-400 direct service from New York to India via London. Like the spacious 747-400’s, the new 777-LR offers three levels of service – First, Executive and Economy Class – outstanding continental and Indian cuisine, an exceptional wine list, and flight attendants who will make the journey a relaxed and pleasant experience.

Since December 2002, not only has the network been expanded to cover Newark and Los Angeles in addition to New York and Chicago in U.S., the capacity has also been increased from 10 to 31 flights per week - a daily service to Newark, New York and Chicago and three times a week to Los Angeles. Likewise, flights to Europe, South-East Asia and Far East routes have been significantly enhanced. Air India at present operates 31 weekly services to four destinations in the USA – New York, Newark, Chicago and Los Angeles.

Once the market leader, which enjoyed a monopoly till the mid 1990s, AIR INDIA saw its share dwindling amid growing competition as India liberalized its aviation sector. “Yes, our share is shrinking. But as long as the market is growing, we are also going to carry more passengers,” he said. Pointing to the phenomenal growth of the Indian community in the United States, who are doing exceptionally well, he said, previously NRIs traveled only for vacations, that too once in two to three years. However, now, they travel for business, pleasure, family related, and medical tourism purposes. Added to that is that India has emerged a growing global attraction both for tourists as well as for business travelers. “The US market is so large that there is place for everyone,” Brara said, about the other airlines joining in the US sector. “Competition is good. It spurs us to perform better. It invites us to be catalysts for market growth. I view this as an opportunity and I am confident that AIR INDIA will continue to be the top and primary carrier in the India-bound US market.”

Passenger comfort has been given utmost importance, while planning expansion, Brara said. The B777-200 LR, technologically the most advanced aircraft in the world today, offers passengers an era of unprecedented comfort. Passengers traveling on this aircraft have access to 400 hours of video and audio entertainment on demand provided in every seat -- First, Executive or Economy Class -- by Thales, world leaders in digital in-flight entertainment.
Making onward trips for Air India passengers from the Americas to smaller towns has been a top priority for the national carrier. Unlike in the past, when passengers were put to enormous difficulties while on way to board their onward flights to smaller towns. The food we serve on our flights cannot be matched for its variety, high quality, and taste by any other airline,” he said, and added, “The Indian cuisine has been a major attraction for all the passengers both Indians and non Indians who frequent AIR INDIA.”

Air India has even special offers for students traveling from India to USA, UK, Europe, Canada, Singapore, China, New Zealand and Australia, who can now avail of Air India’s special Student Fares, and free excess baggage allowance, fecilitating their journey abroad smoother and comfortable.

Adding to all these, Brara said, Air India has a joint Frequent Flyer Programmed with Indian Airlines branded “Flying Returns”. Members of the Flying Returns Programme (FRP), the most attractive FRP for the Indian traveler, can accrue mileage points while flying on Air India, Indian Airlines, Alliance Air, a subsidiary of Indian Airlines.

While maintaining a steady growth and expansion, Air India has been able to make profit too, a sign of prudent and efficient functioning. Air India’s total paid-up Capital was Rs.1,538.4 million. The airline has been profitable in most years since its inception. In the financial year ending March 31, 2006, Air India made a net profit of Rs.97 million; earned a revenue of Rs.87,480 million - representing a growth of almost 15 per cent over the previous year, said Brara. Having a record of “no accident” in the past two decades, and having a load factor of 86 percent, which is much better than average, Air-India’s innovative and competitive spirit has paid rich dividends, said Brara.

Deepak Brara, the Executive Director (America), who is being transferred as Executive Director (Commercial) based in Mumbai, said, “I am confident, AIR INDIA will emerge among the top 20 airlines of the world.” And he added, “Almost my entire life has been with AIR INDIA and I cannot imagine my life without it. The one thing that makes your life so unique and exciting is that you are an employee of AIR INDIA 24 hours/seven days a week. You are an integral part of it, just as AIR INDIA has become an integral part of my life. And I am happy serving it in any place and capacity I am assigned to work.”

BY AJAY GHOSH