Teaching Note: Air India: navigating the challenge of customer experience

The period from August 2023 to February 2024 brought in huge excitement around Air India’s new look, its contemporary global brand identity, investment in planes, branded uniforms, association with top-end luxury brands, fleet modernization and technology integration. Despite the visible positives, investments and efforts, delivering a consistent and exceptional on-ground customer experience remained a huge challenge. The airline received mixed feedback from customers across platforms, backlash on popular media and poor reviews on third-party sites and encountered various operational challenges. While the brand underwent a visual overhaul and introduced various customer-centric initiatives, these efforts did not fully translate into improved...