This is a tough time for several sectors, with one of those severely affected being the aviation sector. Air India, with the largest fleet in possession, is struggling. It posted a loss of over Rs4000 crore in the last financial year. It is said the airline is making a loss of Rs15 crore every day. The situation on cash front is so grim that the management delayed the salary of the staff in June. It has also appealed to staff to work one month for free - demand akin to what British Airways made earlier this year.
No doubt the aviation sector is witnessing unprecedented dip in air traffic, and with it dips the revenues. Being so desperate Air India has sought a package of Rs14,000 form the government to stay afloat. The government is considering the package, though the final aid is expected to be much less than demanded.
But the government has asked the company to come up with a 5-year plan to turn the company into a profitable venture.
Woes of the company are clear now. What are the solutions to these?
First and foremost thing - NACIL, the company controlling Air India, must cut on the perks it provides to its employees in the form of free business class travel. It is assumed close to 30 percent of Air India business class seats are filled by its own staff. Instead, if the company shows impressive results, it can give some bonuses or incentives, once a year.
Secondly, the company must consider trimming its employee size. With a fleet of around 150, it has over 50,000 employees. Contrast this to British Airways, which maintains a fleet size of 228, and yet has just over 40,000 employees. When British Airways is making loss despite leaner workforce, it is but obvious to expect the worse of Air India.
Thirdly, the company must reassess the routes it flies on. If certain routes are proving really burdensome, it must get rid off those. It should not buck under political pressure of maintaining social obligation. If there is pressure to carry on flights on these sectors, it should deploy smaller planes, and that too procured on lease. MDLR and Paramount Airways have succeeded in making profits plying on 'less lucrative' routes'.
Most importantly, it should create more accountability in the system. If ticket sales are not increasing, it must explore the reasons for it, rather than relax and look for government packages to be bailed out. Best of facilities at any airport in India is with Air India, and yet Kingfisher and Jet manages to sell more than Air India.
The fifth step the company can take is to try raise resources from the market through disinvestment, either in the form of IPO or placement of equity with some investors willing to invest.
Last, but not the least, the company must work on enhancing the reliability of its brand through one way or other. For instance, Kingfisher advertises itself as the only 5* airline company in India. Air India can try to get something like this. It has best of pilots, and a reasonably good record on keeping flights on time. The company can use this or something else on which it can create a refreshing brand image for itself.
Hopefully, the Finance Ministry passes on stern messageto perform or perish. Yes, as a last resort government should think of closing down the company or selling it off if its proposed measures also fail to stimulate the company's growth. This has happened in the past in many countries including Malaysia, Birtain, Netherlands, and Italy.