Indian airline Air India is reportedly absorbing its sibling brand Vistara, which was created by a joint venture between Singapore Airlines and the Tata Group. The writer opines that Vistara had offered a happy medium between budget and luxury aviation in India, but is now dying. They suggest that the brand should be resurrected as a premium hotel chain, casual dining chain, stylish urban apparel line, drink brand, digital content provider or electric scooter maker rather than being allowed to die. According to the writer, many brands such as Nokia are shifting their focus onto different areas, rather than being tied to their origins.