UNIVERSITY OF MUMBAI

(SIXTH SEMEST ER)

T.Y.B.MS
A PROJECT ON:

GROWTH OF VISTARA

ACADEMIC YEAR
2019-2020

SUBMITED BY
VARMA SAGAR JITENDRA

PROJECT GUIDE
PROF. RAHIL DOSANI

DATE OF SUBMISSION
28TH FEBRUARY, 2020

MALINI KISHOR SANGHVI COLLEGE OF COMMERCE

AND ECONOMICS
J.V.P.D SCIIEME
VILE PARLE (WESTD
MUMBAI-J00 049
 UNIVERSITY OF MUMBAI
(SIXTH SEMESTER)
T.Y.B.M.S.

A PROJECT ON:

GROWTH OF VISTARA

ACADEMIC YEAR
2019-2020

SUBMITED BY
VARMA SAGAR JITENDRA

PROJECT GUIDE
PROF. RAHIL DOSANI

DATE OF SUBMISSION

28T FEBRUARY, 2020

MALINI KISHOR SANGHVI COLLEGE OF COMMERCE

AND ECONOMICS

J.V.P.D SCHEME
VILE PARLE (WEST)
MUMBA - 400 049
 DECLARATION

I, VARMA SAGAR JITENDRA of MALINI KISHOR SANGHVI

COLLEGE OF COMMERCE AND ECONOMICS, of T. Y.B.M. S. (Semester

V) declare that I have completed this project on the "GROWTH OF

VISTARA" in the academic year 2019-2020. The information submitted is true
and original to the best of my knowledge.

DATE OF SUBMISSION
28 FEBRUARY, 2020 SIGNATURE OF STUDENT
(VARMA SAGAR JITENDRA)
 CERTIFICATE
This is to certify that VARMA SAGAR
JITENDRA of MALINI KISHOR
SANGHVI COLLEGE OF COMMERCE AND
T.Y.B.M.S. (Semester VI) has
ECONOMICs, of
completed the project on the "GROWTH OF
VISTARA", in the academic
year 2019 2020. The
true and original to the best of my
information submitted is
knowledge.

KSanl2
SIGNATURE OF PRINCIPAL SIGNATURE OF PROJECT GUIDE
(DR. MRS. KRUSHNA GANDHI)
(PROF. RAHIL DOSANI)

EO
UMBAL4

COLEEGE SEAL SIGNATURE OF BMS Co-ORDINATOR

(PROF. NEHA MEHTA)

SIGNATURE OF EXTERNAL EXAMINER

 ACKNOWLEDGEMENT
It has always been my sincere desire as a management student to get an
opportunity to express
my views, skills, attitude and talent in which I am proficient. A project is one such avenue
through which a student who aspires to be a future manager does something creative. This
project has given me the chance to get in touch with the practical aspects of management.
I am extremely grateful the
to
University of Mumbai for having prescribed this project work to
me as a part of the academic requirement in the Bachelor of Management (BMS) course.
I wish to appreciate
the management and staff of Malini Kishor
Sanghvi College, BMS for
providing the entire state of the art infrastructure and resources to enable the completion and
enrichment of my project.

I wish to extend a special thanks to my project Guide Prof. Rahil Dosani without whose
guidance, the project may not have taken shape.
 INDEX
Sr.No Particular Page No
1 Introduction
History
About TATA Sons Private LTD
About Singapore Airlines

Corporate Affairs
Services
About Vistara's Brand Ambassador
11
Fly Higher-Vistara' Brand Campaign 13
Vistara's Marketing Mix(7P's) 15
10. Vistara's SWOT Analysis 19
11. How Vistara can be a dominant air carrier in India 21
12. How Vistara is chasing a small market
withbig ambitions 24
13. The Growth of Vistara 33
14. Vistara's new A320 NEO 35
15 Vistara's growth graph 37
16. Vistara reaching new heights 38
17. Vistara's International growth 40
18. Vistara's journey on social media 45

19. Vistara's enhanced customer service-Always preparing for the 47

future
20. Vistara's current plan for growth 49

21 How Vistara is dealing with it's competitors 51

22. Vistara's review by Josh Cahill 53
23 Data analysis & Interpretation 55
24 Conclusion 70

25 Bibliography 71
26. Annexure
72
 INTRODUCTION
I wasalways curious to know about Vistara's phenomenal growth in aviation industry
in just seven short years. Jet
Airways being the leading carrier in 2013; immediately
recognized Vistara as a threat and took measures to improve their fleet and services.
During our project orienetation, when the mentors spoke about learning about a certain
industry and deliver a project I immediately thought of
Vistara.
Vistara is a joint venture of Tata Sons Private Limited and Singapore Airlines Limited
(SIA), wherein Tata Sons holds 51% stake in partnership and Singapore Airlines owns
49% stake. The company is registered as TATA SIA Airlines Limited.
In 2013, two legendary brands, Tata Sons and Singapore Airlines, decided to fulfil a

long-cherished shared dream to bring forth a distinguished flying experience to air

travellers in India. With its strong historical ties with aviation, the Tata
group had long
wished to re-enter the aviation sector, after Tata Airlines was renamed
Air India and
eventually., nationalised. Both, the Tata group and Singapore Airlines were also firm
believers in the growth potential of the Indian aviation sector and hence tried to enter
the market in the past; first, in 1994 by setting up a joint venture to start an airline in
India and then in 2000, teaming up to purchase stakes in Air India. However, after the
lifting of foreign investment restrictions in 2012, the partners once again sought
approval for a tie-up, which it obtained in October 2013. On November 5, 2013,
Vistara's holding company, TATA SIA Airlines Limited, was incorporated.

The common goal of the joint venture

travelers a seamless and
service excellence and
the Sanskrit word 'Vistaar' that
is to redefine air travel in India to
provide Indian
personalized flying experience that blends Tata's and SIA's
legendary hospitality. The brand name 'Vistara' is derived from
limitless expanse'. The name Vistara draws
means 'a

inspiration from the world that Vistara inhabits, viz. the "limitless' sky. The brand also
draws stimulus from the image that passengers most associate with a smooth and
enjoyable flight - the endless, blue horizon they see through the windows of an aircraft.

As it aims to transform the flying experience of travellers in India, Vistara christens its
brand tagline as 'fly the new feeling'.
 DATA ANALYSIS &INTERPRETATION

What age group do you belong to?

S4 responses

17-20
22.2% 21-24
11.1% 25-30
31-40
14%
40+

37% 22.2%

Number of Respondents Percentage

Age Group
22.2%
12
17-20
37%
20
21-24 22.2%
|2
25-30 11.1%
31-40
7.4%
40+

55
Why do you prefer Vistara?
SA responses

Senvice
4815
COst 3(56)
Comvenient 21 38 9)
Entertainment 8(148)
Food &Beverages 12 (227)

Idont1(1
Idont prelerH1
Idont-1(19

service. Being a
Vistara is because of it's world class
Majority of the people prefer
flaws when it comes to service in Vistara.
India there is no
premium air carrier of
Travelers can easily book
Vistara because it is convenient.
Secondly people prefer to the flier. The flight
are convenient
tickets from Vistara's site and the flight timings
time which is of great
importance for
from it's scheduled
hardly gets delayed
passengers convenience

60
 CONCLUSION
Vistara is an excellent example of the vision of the TATA group. The TATAs have
always wanted to have an airline of their own after the sale of Air India. It's too

early to judge if the company will be able to make profit as the company is still in
dhe growth stage. Most of the TATA companies are driven by the vision to serve

the people and profits from them are just considered as a reward for their efforts.
Strategic partnership with Singapore airlines will help TATA to understand the
aviation business at a global level.

Many people believe that Vistara has the capability to lead the Indian aviation
industry. Hence Vistara needs to work ethically and success will follow them.
Being a merger of a national and an international company there is a lot of diversity
in the way how Vistara can serve its public. Many news methods can come out on

how to serve its customer. It's is a promising airline which has the potential to not

mark it's national boundaries but international as well.

only name on

Travellers' Choice
Vistara recently won top honours in the 2019 TripAdvisor's
"Best Airline India' and 'Best Regional
Awards, bagging two prestigioustitles -

Domestic' at the
also named the 'Best Airline
-

Airline Asia'. The airline was

2019.
Conde Nast Traveller India Readers' Travel Awards

Skytrax and TripAdvisor, and winner of

As the highest-rated Indian airline on

Several 'Best Airline' awards, Vistara has consistently raised the bar for operations
in short span of time. With
in the Indian aviation industry
a
and service delivery
the airline connects 24 destinations, operates
the new aircraft and fight additions,
Boeing 737
approximately 170 flights a day with a fleet of 23 Airbus A320 and 6
than 15 million customers since starting operations in
aircraft, and has flown more

2015.

70
 ANNEXURE

group do you belong to?

Q1.) What age
17-20

21-24

25-30

e 31-40

40+

do
Q2.) Which mode of transportation you prefer?
. Airways

Waterways
Railways
Roadways

Q3.) How often do you travel using Airways?

Weekly
Monthly
Yearly

Q4.) Which aircraft model would you prefer to fly by?

Airbus
Boeing
Other

Q5.) Which airline do you prefer?

SpiceJet
Indigo
Vistara
GoAir

.Air India

12