Founded in 2022 and headquartered in Mumbai, Akasa Air, a brand of SNV Aviation, will celebrate its second anniversary in August 2024. Since its inception in 2022, this Indian low-cost airline has rapidly expanded its operations. Today, it has a fleet of 24 aircraft and serves 22 domestic and five international destinations. With its rapid growth, Akasa Air continues to make a significant impact in the competitive aviation industry.
During a recent roundtable conference Belson Coutinho, Co-Founder, CMO & CXO of Akasa Airhighlighted the airline’s commitment to improving the customer experience and its involvement in corporate social responsibility (CSR) and sustainability.
Coutinho highlighted Akasa Air’s commitment to sustainability with several initiatives such as the use of unbleached paper towels and tissues on board and serving meals with degradable packaging and cutlery. These measures reflect the airline’s commitment to eco-friendly practices and responsible operations. The airline’s unique initiatives, such as specially curated meals for festivals and the introduction of sneakers in the uniform for its crew members, reflect its focus on innovation and customer comfort.
Akasa Air has partnered with several NGOs to enhance its CSR efforts. The airline’s many innovations include:
Pets on Akasa: Passengers are allowed to travel with their pets.
SkyScore by Akasa: Updates on match results from major sporting events all year round
SkyBeats by Akasa: Unique onboard music adds a new dimension to the onboard experience.
SkyLights: Innovative use of the lighting functions of the Boeing Sky Interior
Cafe Akasa: Comprehensive menu with over 45 dishes for every taste
Akasa Holidays: Offers customized holiday packages.
The airline also emphasizes on using AI to enhance the customer experience. As Belson Coutinho noted, “AI can be used to speed up the customer experience, especially in areas like refund processing and customer service through AI-powered chatbot technologies.” Akasa Air has automated its refund process and ensures real-time processing to reduce consumer anxiety about refunds. The airline also partners with airports like Bangalore Airport to assist passengers with reduced mobility.
When discussing Akasa Air’s PR and marketing strategies, Coutinho stressed the importance of transparency and active engagement. “We use a lot of PR, and in my experience, airlines have usually only used PR and media in crisis situations and for reactive conversations. I can tell you for sure that the team here has a culture of transparency and building a very open relationship. That’s a big part and it’s worked very well for us. I tell the team that it’s a case study that I’m going to write one day on how an airline can build a good relationship with PR professionals, not just as a press release distribution or a rebuttal to an article, but as a proactive tool to build open relationships,” he explained.
Akasa Air’s marketing strategy is deeply rooted in digital initiatives, using PR and social media to build transparent and open relationships with consumers. Coutinho highlighted the airline’s high engagement rate on digital platforms, which surpasses that of many other brands. “Our digital capabilities, the use of social platforms, is huge for us,” he added. Akasa Air also runs on-demand and constant campaigns through digital platforms, focusing on performance marketing and cross-product communications.
In the evolving landscape of the customer experience, Akasa Air continues to invest in both technology and the “softer side” of its operations, ensuring a warm, respectful and inclusive environment for all passengers. As Coutinho explained, “Anyone can replicate aircraft or technology, but replicating a culture of customer focus and warmth is far more difficult. That’s what sets Akasa Air apart.”
Akasa Air remains true to its long-term vision, placing great emphasis on both technological advancements and the human touch to deliver exceptional customer experiences.
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