Long-overdue brand reboot aims to rescue Air India's battered image

Almost a year has passed since India’s biggest conglomerate bought Air India Ltd., promising to turn it into a world-class airline. Reviving the carrier and winning over passengers won’t be easy. 
 

A run of 15 years without profit has taken its toll. While Air India remains a high-profile operator in one of the world’s biggest aviation markets, customer complaints about a decline in standards have hurt its reputation. Reports of incidents such as ants and rats on planes, cockroaches in food and even a bat (animal, not cricket) flying around a cabin mid-journey haven’t helped. 

Tata Group, which paid 180