Jet Airways consolidates low cost business
Indian carrier Jet Airways is planning to consolidate its low fare service products under the JetKonnect brand to simplify the group’s service proposition and enhance brand recall.
From March 25, guests will be able to choose between the full service Jet Airways and the Low-Fare JetKonnect, which will operate a mixed fleet of Boeings and ATR aircraft.
In time, the aircraft will be painted in JetKonnect colours with Premiere services being made available on certain routes. This will be further expanded in a phased manner.
Commenting on the rebranding exercise, Sudheer Raghavan, Chief Commercial Officer, Jet Airways, explains: “Given that our low-fare, high-quality all-economy product, Jet Airways Konnect has proved to be a successful model since its introduction in May 2009, we thought it best to consolidate our product in the low-fare segment with a single brand - JetKonnect, for enhanced brand recall.
“The decision was made to streamline our product portfolio and offer our guests a single superior in-flight product in the full service and low fare categories respectively, drawing synergies from the Jet Airways mother brand.
“This re-branding exercise will help further in synergising the airlines’ collective operations.”
A gradual rebranding of the JetKonnect brand would be manifest on letterheads, the JetKonnect website, boarding passes, tickets, stationery. Signages at all check-in and ticketing counters will have dual branding reflecting the existing Jet Airways and the new JetKonnect logos.
Difference in fares between the premier Jet Airways and JetKonnect will also be reflected on the website and all visible communication avenues. Economy guests onboard JetKonnect flights will continue to be offered a range of refreshments from Jet Cafe, JetKonnect’s buy-on-board meal service. A new rebranded website at jetkonnect.com will go live next week.
Jet Airways group, which currently operates around 600 flights daily with a fleet of 120 aircraft, will remain unchanged.