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Flamboyant Mallya launches Kingfisher airlines Print this page.. Indo-Asian News Service
Mumbai, May 8 (IANS) Few Indian industrialists can compete with flamboyant liquor baron Vijay Mallya when it comes to throwing flashy parties and the launch of his new airline division Kingfisher Airlines was no exception.
With foot-tapping music, a laser show, food and drinks, Mallya - hailed as India's own Richard Branson - announced Saturday night his foray into the country's rapidly growing aviation sector on a day when his only son Siddhartha turned 18.
It may have been billed as a birthday gift from a doting father to his London-based son but the head of the diversified UB Group is rearing to make his mark in the Indian sky after carving out a niche for himself in the liquor business.
After unveiling the red and white Airbus 320-200 amid the bursting of crackers and loud music, Mallya, 49, said Kingfisher Airlines would begin commercial operations from Monday.
"Its to the new India that we offer Kingfisher Airlines," said Mallya, chairman of the Bangalore-headquartered UB Group that makes the largest-selling Kingfisher beer.
The UB Group became the second largest spirits company in the world in March after it bought a majority stake in its rival Shaw Wallace.
Mallya, famous for living up to his "King of Good Times" slogan of the larges-selling Kingfisher beer, is clearly aiming for the top slot in the high-stakes aviation business as well.
"We want to replicate the success of the UB Group in the aviation sector now," said the glamour boy of Indian business.
"We will make our own mark in the domestic aviation market by offering extremely good value proposition to the customer. We understand consumers' needs and aspirations," he told the gathering.
The function was more reminiscent of a gala entertainment evening than a standard business affair. The country's top political leaders, industry tycoons, entertainment industry stalwarts, airline executives and journalists piled into the sprawling airport hanger here to see Mallya's dream take flight.
The airline will initially connect Bangalore with Mumbai and New Delhi. Although Kingfisher is being positioned as a "full service" airline, it will have just one class for all passengers. The tickets will be sold in three different slabs on first-come-first-serve basis.
For the first time in the domestic aviation sector, all Kingfisher planes will have in-flight entertainment with a personal TV screen at the back of each seat with a 10-channel audio and five-channel video system.
Mallya, whose corporate moves hog as much media attention as the launch of the annual Kingfisher calendars that features bikini-clad top models at exotic locations, has personally selected and groomed the female crew.
Prominent among those who attended launch were Civil Aviation Minister Praful Patel, Food and Agriculture Minister Sharad Pawar, Maharashtra Chief Minister Vilasrao Deshmukh and Governor S.M. Krishna.
Jackie Shroff, Shilpa Shetty, Dilip Tahil and Daler Mehndi, among others, represented the show biz industry while business leaders Kiran Mazumdar Shaw of Bicon and Gautam Singhania of Raymonds were also present to lend their support.
Indo-Asian News Service
