GoAir Turns Go First, India’s 1st Ultra-Low-Cost Airline Approach

Go First ATF GoAir aircraft at Mumbai Airport - Aviatorsbuzz
A GoAir aircraft at Mumbai Airport. Source: teamvtaviation/Instagram

GoAir, among the fastest growing airlines in India on May 13 announced a revamp to become Go First.

In a statement the airline said, “As young India changes the way it travels, seeking speed, convenience, and yet demanding value, Go First is determined to be part of the socio-economic momentum to chart its next phase of growth.”

At the heart of this revamp is the full embrace of the ultra-low-cost airline model. With the youngest average fleet among Indian LCC carriers, majority of which are A320 Neos, high-density seating, single aircraft type across its fleet, Go First is positioned to get ahead of its peer group by operating with ultra-low-cost, it said.

“And it is this competitive advantage that enables it to offer its customers a combination of ultra-competitive fares and a safe flying experience,” the airline announced.

To communicate this change, Go First also dons a rebranded identity. The new identity is complete with contemporary graphics and a bolder, brighter blue.

With this change, Go First is poised for its next phase of growth as an ultra low cost carrier. The Airline is in the process of transitioning all its operations under this new brand.

Commenting on this brand restage, Vice Chairman, Ben Baldanza said, “I am excited by the revamp of GoAir to Go First. India is a fast developing airline market. Consumers in India are hugely value conscious but are quite demanding when it comes to flying experience.”

Mr. Baldanza added that the combinations of attractive airfares, a squeaky-clean flying experience, well sanitized flights and on time performance is what Go First is designed to deliver. “And that is exactly at the core of our brand and service. At Go First, our Consumers Come First,” he said.

Kaushik Khona, CEO, Go First had this to say. “Go First has stayed resilient during the really tough times of the past 15 months. Even as the times continue to be extraordinary, Go First sees opportunities ahead. This rebranding reflects our confidence in the brighter tomorrow. The customer and business philosophy embodied by the rebranding will be our lived reality as Go First Team works assiduously to realize the future.”

Go First Legacy

Go First is the aviation foray of India’s Wadia Group that comprises leading brands including 150-year-old Bombay Burmah, 140-year-old Bombay Dyeing, 102-year-old Britannia Ltd., National Peroxide Limited, Bombay Realty and many others.

Go First, previously known as GoAir, is a 15-year-old airline that has topped the chart for best OTP for 15 months in a row till November 2019.

Some Accolades

Go First, (previously GoAir), has won several Awards and Recognition over the past several years and some of the prestigious awards for 2019 and 2020 includes APEX- Four Star Low Cost Carrier, APEX Regional Passenger’s Choice Award for Best Cabin Service & Best Seat Comfort in Central Asia, Asia’s Most Trusted Brand 2019, IBC Corporation, USA 2019, India’s Most Trusted Brand Award 2019, IBC Corporation, USA 2019, India’s Greatest Brand 2018-19, SEAC Customer Engagement Award for Digital Marketing Campaign, Andaman Tourism Award – Best Airline,, India’s Greatest Brand 2018-19: Pride of Nation by Asia One and URS Media Consulting and more.

Media Reports

Livefromalounge reported that most airlines in India market themselves as Low-Cost Carriers, while they are just No-Frill Carriers. This marketing helps their case, as in public perception, their costs are lower, and hence their ticket prices are lower than full-service airlines.

Go First Wadia GoAir Flights - Aviatorsbuzz
A file picture of a GoAir aircraft during pushback. Source: atc.spotter

In India, 70% of the costs of a so-called LCC and FSC in India are the same in India, given everyone has to use the same airports, buy expensive fuel and so on. An FSC pays for meals, a loyalty programme and other trimmings, but mostly, airlines are spending about the same. And FSC/LCCs all charge the same fare as well, give or take a couple of hundred rupees that is looked at as the difference in the meal’s cost.

A ULCC seeks to unbundle things in the traditional sense. You only pay for a seat when you pay for a ticket, and everything else is priced separately. For instance, if you pay x rupees for a Mumbai – Delhi flight, then spend on the top for seat assignment, baggage, and so on, the website said.

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