Vistara looks beyond pricing strategy to build its brand

Airline pitches comfort, mood lighting with its new aircraft; betting on premium customer experience

In a highly commoditised market, Vistara is looking to differentiate its brand and establish its premium positioning by focusing on in-flight experience. With a new fleet that offers more comfortable seats and promises fliers a more pleasurable experience, it hopes to move away from the price and discount led differentiation policy that all Indian airline brands have been forced to adopt in recent years. 

However, the challenge will be breaking through the customer mindset and delivering an experience that lives up to the brand promise.

One of the big steps towards creating a premium brand, Vistara says, has been the