The devastating tragedy threatens an ambitious turn of the carrier

A few days after the devastating plane crash-171 Died at least 270 peopleInvestigators from all over the world make up their heads to find out what went wrong. So far, there is no indication on where the fault is, and it may take a few months before we get the answer.

But as the expectation game begins, Tata Group – owns the airline along with other iconic brands such as Jaguar Land Rover and Tetley Tea – faces the litany of unprecedented problems at the critical turn of the carrier.

The story is just beginning to change for Air India as a result of the tragedy.

In the hands of the new private owner – Tatas bought the airline from the government in 2022 – Air India showed operating income, best income and smaller clients’ complaints.

Although dissatisfaction with bad service standards, dysfunctional own entertainment and flight delay are not quite gone Complex mergers to streamline his activity.

Cosmetically improvements were also started; A weak new livestock and upgraded interior on some planes, a brand new A-350s in the Navy, deployed on key routes, and a record order for new planes to retire and serve the aviation aviation market in India.

After many years of neglect, when Air India was under state -owned, Tatas said that earlier this year, they started the “final phrase” transformation of the carrier before becoming a world -class airline.

Last week, a terrible catastrophe has now thrown the shadow of these plans.

“I never fly in India again,” was an ordinary refrain that was heard among people settled in panic and fear last week. While Air India, and, in particular, the Dreamliners he has arrived, has strong safety records, this sharp reaction could be expected, experts say when a catastrophe is on this scale. This loss of passengers can disrupt the efforts that are already underway.

This month, a number of other registered incidents – including engines that develop suspected technical backfilling, and the threat of a hole bomb on board, which transported 156 passengers from Delhi – may deteriorate.

“It will definitely be a short-term impact when people can treat the flight in India with caution. The catastrophe was very tragic, many lives were lost, and the event will remain in memory for a long time,” said the Bhargova DiThendra, the former executive director of the airline.

“We already hear about the canceled orders,” said Shukor Yusof, founder and analyst at Malaysia Endau Analytics, BBC.

“Air India was a heavy flag carrier to turn around to start inherit and financial issues. It is necessary to pause when they are fighting the consequences of the tragedy, and this (turn) is likely to take longer than the management.”

Now a lot of resources should be redirected to non-working accidents, such as insurance, legal and reputational damage in the coming weeks, months and even years, says Mr. Yusaf.

Drawing parallels with unprecedented Twins of the tragedy What Malaysia Airlines suffered in 2014, he said it took a full decade to make the airline profit after these crashes.

According to him, Air India will require time to “cure”, while the advantage of exceptional air trips in India “can go to its competitors”.

The tension on surgery is already starting to show. Air India said it canceled international services on its wide body by 15% by mid -July amid enhanced security inspections and rising air space restrictions.

Meanwhile, the investigation – and what it is potentially throwing – will continue to hang over the airline.

According to Mark Martin, aviation expert, airline, USA and India, which observe various security inspections and regulatory aspects of the investigation.

“Questions will be raised on the issues of prompt and maintaining planes, and what Air India has done to fix its old fleet,” he said.

The most critical step after any crisis is the action of restoration and consistent communication around it, says the myth of Samara Ja, a firm whose firm offers consultations on risks and reputation companies and corporate leaders in Mumbai. And Air India will need to make sure it was not mistaken.

In a sense, it is a triple rampage for Tatas, which have tough work on the fleet of the fleet they inherited after the acquisition of Air India from the government, for the constant trouble of Boeing and their own service and safety standards, she says.

“Studies on identification of the cause, corrective measures and extended security standards will take place soon, but from the lens of the reputation, I hope they are consistently talking and it is too authentic,” says Mrs. Ja.

Often, companies focus a lot on the crisis, but “do not regularly update the greater world on progress. This leads to the formation of wrong prospects and loss of control over the narrative, worsening the loss of reputation,” she adds.

But Air India hopes that it can navigate this crisis from the power.

Carrier CEO CEMPBEL Wilson emphasized the airline’s commitment to cooperate with investigators and supporting the victims.

Earlier this week, the chairman of the Tata N Chandrasekaran group held a meeting with the staff, asking them to remain determined against any criticism, Reuters reports. He said that last week the plane crash became the most amazing crisis of his career, and the airline should use it as a catalyst to create a safer airline.

The airline has some of the “best pilots and engineers” in the world of Sanji Lazar, the BBC Aviation Consultant said. Moreover Improved security checks The Indian regulator at all 787 Dreamliners for the carrier must become a moral amplifier for the concerned passengers.

“History shows that after the accidents and emergencies, the airline becomes more concerned, that is, the human trend. It is like the homeowner after the hacking, adds tones of the locks. The airline will follow each comma and a complete stop in the SOP (standard operating procedure),” Mr. Lazar said.

Tatas may also calm down with the presence of Singapore Airlines (SIA) as a shareholder and partner – widely considered one of the best airlines in the world.

Siya can help “help the Air India nurse return to health,” Mr. Yusof said.

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