Vistara's strategy to remain competitive in a very difficult yet growing Indian aviation market.

What is it about?

Vistara—a joint venture between Tata Sons (India) and Singapore Airlines (Singapore)—is a full-service private airline in India that launched operations in January 2015. The airline has been growing at a steady pace and has already won a number of awards, but going forward it shall have a number of challenges to confront, especially on how to increase its market share in an industry dominated by low-cost carriers and prone to uncertainties emerging from external factors beyond its control (e.g., fuel prices and an uncertain political environment). To further complicate issues, Indian aviation, despite being among the fastest-growing aviation markets across the world, is still making heavy losses. For Vistara, a lot is at stake considering that the airline is backed by two major reputable organizations. In the times to come, the airline will have to learn how to navigate the complex aviation environment and seeks ways to live up to its name, which means limitless expanse. This is a case study for classroom discussion of Marketing Strategy.

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Photo by Anton Porsche on Unsplash

Photo by Anton Porsche on Unsplash