A New Air India is Unveiled, Representing Bold New India on the World Stage

Air India, a Tata Group-owned airline, today unveiled a modern new brand identity and new aircraft livery that capture the essence of a bold new India, marking a milestone in its Vihaan.AI transformation of the national institution into a national inspiration.

The new look reimagines the iconic Indian window shape, historically used by Air India, into a
gold window frame that becomes central to the new brand design system – symbolising a ‘Window
of Possibilities’.

Air India’s new logo symbol – ‘The Vista’ – is inspired by the peak of the gold window frame,
signifying limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the
future.

Air India’s brand-new aircraft livery and design features a palette of deep red, aubergine, and gold
highlights, as well as a chakra-inspired pattern. It also boasts a striking new custom-made ‘Air
India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and
accessible.

Campbell Wilson, Air India CEO & MD, said: “Our transformative new brand reflects an ambition
to make Air India a world class airline serving guests from around the globe, and that represents
a new India proudly on the global stage. The new Air India is bold, confident, and vibrant, but also
warm and deeply rooted to its rich history and traditions that make Indian hospitality a global
benchmark for standards in service.”

Designed in partnership with the brand transformation company, FutureBrand, the iconic new
brand identity combines Air India’s glorious past with its drive to aim for excellence and innovate
for the future, creating a standout brand design for a premium global airline with an Indian heart.
Travellers will begin to see the new logo throughout their journey starting December 2023, when
Air India’s first Airbus A350 enters the fleet in the new livery.

“Colours, patterns, shapes and how they come together and what they represent matter, but our
actions speak so much louder. We are in the midst of a total transformation to reimagine the role
of India’s flagship airline”, Wilson said.

Air India is making significant investments throughout the guest experience to elevate its service
and to strengthening its position as the preferred airline for travellers flying to, from, and within
India.

Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus
and Boeing at US$70 billion (based on published list prices), with deliveries of the new
aircraft starting November this year.

The transformation of Air India’s fleet has already begun with the airline leasing and buying
20 widebody aircraft this year. A US$400 million programme to completely refurbish the
interiors of its legacy fleet of 43 widebody aircraft commences mid-2024, which will lead
to the installation of brand-new seats in every cabin, new inflight entertainment systems,
and inflight Wi-Fi internet connectivity. By March 2024, 33% of the airline’s widebody fleet
will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be
reborn.

Air India has launched a new website and mobile app, offering a significantly improved
web experience with new digital tools and features.
The carrier will also launch a new “open all hours, every day” customer contact centre in
nine Indian and foreign languages by the end of this year, as well as a completely
redesigned loyalty program in early 2024 that will enable thousands of new redemption
possibilities.
The airline is investing in building completely new lounges at Delhi and New York JFK
airports, having recently announced a global lounge network expansion, achieving 100%
lounge access coverage for premium customers at all destinations in its international route
network.
Air India has now welcomed more than 5,000 new staff, including 3,200 Cabin Crew and
nearly 1,000 Cockpit Crew, who are helping to drive the cultural transformation taking
place at the heart of Air India. It is also heavily investing in building one of the world’s
largest aviation training academies in India that will upskill a massive number of aviation
professionals.