Indigo hits adulthood; launches business class and loyalty programme on its 18th birthday

Big, wide reclinable seats with headrest and neck support, food from Oberoi, and a host of premium services, including free seat selection and anytime boarding—these are features you don’t normally find on a low-cost airline.

Perhaps, just don’t call it business class, though. For Indigo, the new class, called ‘Indigo Stretch’, is very much part of its low-cost model.

India’s biggest airline celebrated its 18th birthday with a host of coming-of-age announcements, including an air miles loyalty programme and new seats for its A321neo aircraft, which are set to redefine the low-cost airline model.

“IndiGo is embarking on a new path of its incredible growth story by introducing a tailor-made business product on the nation’s busiest and business routes,” said CEO Pieter Elbers. “With the evolving aspirations of the Indian society, we believe it is time for IndiGo to redefine business class in India, increasing the availability of this service for the nation.”

The new move turns the low-cost model on its head, as globally, low-cost airlines operate on a more efficient no-frills model of similar type of aircraft as possible, single economy configuration and charging for all extra features, ranging from seat selection to food to higher leg space.

However, for Indigo, already a market leader controlling more than 60 per cent of the Indian domestic market, the move helps in covering all flanks as it heads into an oncoming battle with a revamped Air India under the Tatas and Singapore Airlines for the increasingly taking-to-the-skies Indian.

While more options like bigger seats and inflight service will come in handy not just for international routes where comfort becomes essential, it will also stand as an alternate option for domestic flyers who prefer full service. This becomes more significant considering that post Vistara’s merger into Air India, domestic aviation will have only Air India as the sole full-service airline in operation. With these additional offerings, indigo hopes to slide into a competitor role in not just the low-cost segment (where Air India Express is being remodelled to take on Indigo), but become an alternative to those appalled by Air India’s increasingly alleged low standards of service.

Indigo will also hope to take a bigger bite of the Indian corporate and senior executives who fly on a tab and would want more frills.

The new ‘business class’ feature will be available on routes like Delhi-Mumbai from November, available for advance booking on an intro offer of 18,018 rupees (18th birthday offer, get it?!).

Similarly, the airline is also launching its frequent flyer programme, again something low-cost airlines are not know for offering, called Indigo BluChip, where passengers who register can accrue points for the flights they take, which can then be redeemed for free flights and other benefits. Aim, again, is to offer a strong alternative to the Air India—Air India Express combine and inspire airline loyalty through these offers.