The devastating tragedy threatens the ambitious turning of the carrier

Days after Air India-171’s devastating crash killed at least 270 peopleInvestigators around the world are putting on their heads to understand what exactly went wrong. So far, there is no indication of where the mistake is hiding and it may take months before we have an answer.

But as the waiting game begins, Tata Group – which owns the airline, along with other emblematic brands such as Jaguar Land Rover and Tetley Tea, is confronted with the litan of unprecedented challenges of the critical moment of the ambitious turn of the carrier.

The story was just beginning to change for Air India in an upcoming tragedy.

In the hands of a new private owner – Tatas purchased the airline from the government in 2022 – Air India showed operational profit, better revenue and less complaints from customers.

Although dissatisfaction with bad service standards, dysfunctional domestic entertainment and flight delay were not completely gone, there was an understanding that these were unpleasant transition problems as the airline was taking a set complicated mergers to optimize his operations.

Cosmetically, improvements are also beginning to show up; Lawn New Livrei interior and upgraded interiors of some aircraft, a brand new A-350 in the Navy, located on key routes and a record order for new aircraft to retire old and serve the boom aviation market in India.

After years of neglect, when Air India was under state property, Tatas said earlier this year that they had taken the “final phrase of climbing” the conversion of the carrier to turn a world -class airline.

Last week’s horrific catastrophe already cast a shadow on these plans.

“I will never fly Air India again” has been a common refrain, heard among people covered by panic and fear last week. While the Air India, and in particular the Dreamliners, who was flying, have a strong safety record, this knee reaction had to be expected, experts say when a collapse on this scale. This loss of confidence of passengers can derail the efforts of a twist that were already underway.

This month from other reported incidents – including engines developing suspected technical schnams and threat of a bomb with a bomb aboard an airplane carrying 156 labelers from Phuket to Delhi – can worsen the questions.

“There will definitely have a short -term impact, where people can be cautious about the flying air India. The disaster was very tragic, many lives are lost and the event will remain in the memories of people for a long time,” said Jeddra Bhargawa, a former executive director of the airline.

“We are already hearing about redeemed reservations,” said Shukor Yusoff, founder and analyst in Malaysia -based Endau Analytics, before the BBC.

“Air India was a difficult flag carrier to turn, starting with inheritance and financial problems. It will need to be stopped while they are struggling with the consequences of the tragedy and that (the turn) will probably take longer than the management has predicted.”

Many resources will now need to be diverted to non-surgical disaster problems, such as insurance, legal and reputation of damage in the coming weeks, months and even years, says Mr. Yusoff.

Drawing parallels with the unprecedented twin tragedies The fact that the airlines in Malaysia have suffered in 2014, he said it took a full decade to make the airline make a profit after these catastrophes.

Air India will also take time for “cure,” he said, while the advantage of the exceptional growth of air travel in India “can now go to its rivals.”

The voltage of the operations is already beginning to be displayed. Air India said it canceled the international services of its wide body planes by 15% by mid -July against the background of increased safety checks and increasing air space restrictions.

In the meantime, the investigation – and what it potentially throws away – will continue to hang over the airline.

With the UK authorities, the US and India, who control various safety checks and regulatory aspects of the investigation, the airline will be under intense global control, according to Mark Martin, an aviation expert.

“Questions will be raised about the problems of the operational and the maintenance of aircraft and what Air India did to fix its old fleet,” he said.

The most critical step after each crisis is the action of restoring and consistent communication around it, says Mitu Samar Jha, whose company offers tips for risk and reputation to companies and corporate leaders in Mumbai. And Air India will have to make sure it’s not wrong.

In a sense, this is a triple -like daddy who has the difficult job of asking the fleet questions they inherited after they acquired Air India from the government, about the ongoing Boeing problems and their own maintenance and safety standards, she says.

“Investigations to identify the cause, corrective measures and enhanced safety standards will follow soon, but from the lens of reputation, I hope they will communicate constantly, and this is too authentic,” says G -Ja Ja.

Often, companies focus a lot on the crisis with actions, but “do not regularly update the larger world for progress. This leads to the formation of incorrect perspectives and a loss of control over the story, aggravating the loss of reputation,” she adds.

But Air India hopes he can navigate this crisis from a position of power.

The CEO CEMBBL WILSON’s CEO has pointed out the airline’s commitment to collaborate with investigators and support the victims’ families.

Earlier this week, TATA Group N Chandrasekaran chairman held a town hall meeting with employees to remain determined against any criticism, Reuters reported. He said last week’s plane crash was the “most sophisticated” crisis of his career and the airline should use it as a catalyst to build a more fucked airline.

The airline has some of the best pilots and engineers in the world, Sanja Lazar, an aviation consultant told the BBC. Moreover, Improved safety checks Ordered by the India regulator for all 787 Dreamliners of the carrier must be a moral amplifier for worried passengers.

“History shows that the following accidents and emergencies, the airlines become ultra -cautious, this is the human trend. It is like a homeowner after a burglary, adds tons of locks. The airline will follow every comma and opt for SOP (standard operational procedure),” said G -Lazar.

Tatas can also calm down from having a Singapore Airlines (SIA) as a shareholder and partner – widely considered one of the world’s best airlines in the world.

SIA can play an important role in “Air India’s assistance to return to health,” said Yusof.

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