Last fall, Air India revealed that whilst it would retire the iconic Maharaja as its formal mascot, an updated version of him would live on in business class lounges and on board its aircraft crockery. And true to its word, the carrier has found subtle and interesting ways to keep the Maharaja alive.
Runway Girl Network got the chance to see how his image is being used during a recent tour of Air India’s first Airbus A350-900 — a brand new twinjet that was originally destined for Russia’s Aeroflot, but which has since received a soft upgrade to reflect Air India’s new branding and palette. The aircraft was delivered in December 2023 and is now flying domestic familiarization routes.
Touring the A350 as a guest of Air India, it was evident that the Tata-owned carrier is paying close attention to even the minutest details as it reshapes itself into a world-class airline.
Journalists got the chance to tour Air India’s first A350-900, VT-JRA. Image: Neelam Mathews
Entering the aircraft, I was welcomed at the door by crew members who made the traditional ‘namaste’ greeting and folding of hands. They were wearing the ‘saree pantsuit’ version of Air India’s vibrant new cabin crew uniforms.
“I love this outfit. It is feminine, easier for movement, modern, smart and an Indo-Western fusion,” a crew member enthused to RGN.
The hard product details of Air India’s A350 are well known. The aircraft is kitted out from nose to tail with seats from Collins Aerospace. Business class, configured 1-2-1, features the Horizon full-flat, direct aisle access, doored suites.
Mood lighting should help the colors pop in business class. Image: Neelam Mathews
Premium economy features the popular Collins MiQ platform in a 2-4-2 layout.
Air India’s color choices in premium economy are on point. Image: Neelam Mathews
Economy class passengers can rejoice, as Air India has retained the comfortable 9-abreast layout, and the passenger-pleasing Collins Aspire seat, with adjustable headrests.
Passengers can avail of different headrest positions. Image: Neelam Mathews
A bar in business class (also part of Aeroflot’s original configuration) has been retained. It remains unclear if future A350s will include this bar. But for now, Air India is planning to display top shelf liquors and offer nibbles in a gold bowl on board the first A350.
Grab a snack in business class on board the first Air India A350. Image: Neelam Mathews
As you can see from these images, Air India has not only updated the CMF (color, materials and finish) on board — largely removing Aeroflot’s burnt orange and blues — but is also introducing compelling new soft products.
I must confess I was a bit wounded when Air India first announced plans to reduce his presence. But now I fully understand why. A stylish new Maharaja subtly adorns teacups and tea trays in business class.
The Maharaja has been updated, and embossed on teacups. Image: Neelam Mathews
The subtle inclusion of the Maharaja is a playful way of incorporating the beloved little man, and makes for a good conversation starter.
The Maharaja makes a charming addition to the tea trays. Image: Neelam Mathews
Broadly, the Maharaja “will appear on Air India’s premium offerings in first/business class” and will not be limited to teacups and chinaware, Ronit Baugh, who serves as Air India’s lead for international communications, told RGN.
The business class dining experience, meanwhile, also features good quality, lead-free Slovakian glass, and lots of details inspired by Indian culture. Even the drinks stirrer reflects these refinements.
Image: Neelam Mathews
But the thing that excited me most was the exquisite mandala patterned China and the stainless-steel cutlery.
Image: Neelam Mathews
With pantograph etching designed into the cutlery, Air India is leaving no utensil unturned in its bid to remake its image. It all comes together in an impressive fashion when laid out on the business class dining surface.
Pops of purple, part of Air India’s new palette, are evident throughout. Image: Neelam Mathews
The Indian tiffin box-styled salt and pepper cruet set is simply charming, seen here in one of Air India’s glossy PR images.
Also in business, woolen blend blankets feature traditional embroidery from the state of Jammu and Kashmir in North India.
Indian influence is seen elsewhere, including on the amenity kits designed by Italian luxury brand Ferragamo which feature a Rajasthani print motif.
TUMI is responsible for the plush sleepwear in business class and the amenity kit in premium economy. The inflight entertainment, meanwhile, will be a showcase for Indian content. The vast IFE library will also include big Hollywood titles and plenty of international fare.
Image: Air India
Air India says its new soft product, including amenity kits, blankets, china and other elements will be seen on board its international flights from mid-2024, and notes that “a vast majority” of these flights will be operated by widebody aircraft including A350s, Boeing 777s, and Boeing 787s.
The full rollout begins when the A350 starts operating international commercial flights. Since 22 January, the A350 been flying domestic routes and will continue to do so through 29 February. The first international route is under wraps for now.
So, prepare yourself for a new Air India. And enjoy the experience of seeing the new Maharaja emerge, in Namaste pose, in interesting places.
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Featured image credited to Air India