IIPM, GURGAON
The beginning of FY’05 had liquor baron Vijay Mallya salivating at the prospect of ‘flying. So he launched his Kingfisher Airlines with an all-economy configuration and competitive pricing. The aim was to be India’s largest private airline both in capacity and market share by 2010. And despite all the problems it faced or losses it suffered, Mallya has successfully achieved his target. In January 2009, Kingfisher Airlines was standing tall as the numero uno private airlines with 27.6% market share leaving Jet Airways far behind with a mere 17.9% share. Not satisfied easily and bolstered by his domestic success, last year Mallya took Kingfisher Airlines to international skies. Drinking and driving don’t mix, they say. But we guess brewing (liquor) and flying do mix well. What say?
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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