From fleet to marketing, Alliance Air plots strategy for life beyond AI

Experts point out that profitability will be a challenge for the airline especially in view of high fuel prices

Alliance Air is refurbishing its aircraft cabin, investing in information technology systems and launching a new marketing campaign as it charts its own course after the sale of Air India.

Alliance Air, which was founded in 1996 as a subsidiary of Air India, served as a regional arm of the national carrier and connected tier II and III towns. The airline is now under AI Asset Holding company following disinvestment of the national carrier in January.

Until now, Alliance Air depended on Air India for sales, marketing and financial support. The management is now taking steps to create its own