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Brewin sets sights on major expansion
Indian airline Jet Airways is embarking on a high-profile brand building mission in the UK after launching its first international flight from Heathrow to Mumbai.
Spearheaded by ex-British Airways executive Dan Brewin, the carrier will strive to compete on the route with Virgin, Bmi and his former employers.
The inaugural flight, which departed last night, is the first step in the carrier’s ambitious global expansion plans – with additional flights to Heathrow, and new services to Gatwick, Manchester and Birmingham high on the agenda.
Brewin, Jet’s UK and Ireland general manager, told Travelmole the first critical aim is to develop the brand.
“Jet Airways is well established in India but not so well known in the UK so the most important task is to build our image,” he said.
With an initial budget of £1.5 million, a national press advertising campaign started this week while billboard ads will also run in prominent locations.
“Word of mouth is a great asset and we are hoping the word will start to spread once people have travelled with us,” he said.
Brewin added it will be important to penetrate both the UK leisure and corporate markets. Agents will be paid 2% commission.
Outlining future developments – which are dependent on regulatory authorisation from the Indian Government – Brewin said increasing the Mumbai frequency to twice daily and launching a daily service from Heathrow to Delhi were key.
“The number of flights to London from India increases from 19 to 56 in winter 2006 and it would be a significant shock if we did not get a quota,” said Brewin. “We already holds three slots at Heathrow.”
Chairman Naresh Goyal mapped out a vision to be among the “best five airlines in the world” within five years and to become UK travellers “preferred airline” to India.
He said he would refuse to enter a price war in order to gain market share, insisting he was “only interested in profitability.” Jet made a $90 million profit in the last financial year, up 140% on the previous 12 months.
Jet will operate a leased A340-300 on the Mumbai route with 38 premium seats and 231 in economy. It is in negotiation to develop its fleet in preparation for its expansion.
Report by Steve Jones
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