TheDesignAir –Air India’s new soft product delights with rich Indian details

Where Air India’s recent rebranding failed to excite with the new master brand, livery and hard product, the recent announcement of enhancements to the soft product launch has filled in gaps to the missed deeper connection to its national heritage.

This week has seen the airline reveal new amenity kits, a luxurious and sustainable bedding refresh, an enhanced ‘mammoth’ IFE library, as well as new Chinaware, cutlery, and glassware that will roll out on medium and long-haul international flights, starting mid-2024 when its A350-900 enters international commercial operations.

Now interestingly, the airline has opted to go international when seeking brands for its amenity kits and pyjama sets, with Tumi and Ferragamo delivering a sense of international luxury. It seems that Air India is trying to balance the need for international appeal while celebrating local brands.

Every First and Business class kit is encased in a bespoke presentation bag with unique motifs celebrating different printing styles of India, this is actually something TheDesignAir has been advocating for years, bringing both Air India’s brand and the 3rd party brand to the forefront. The kits includes Ferragamo body lotion, hand cream, lip balm, comfortable socks, a plush eye mask, and a specially designed ‘Maharaja’ Air India keepsake. The First class kit additionally includes an Eau de Parfum. Air India is the world’s first airline to have amenity kits in Ferragamo’s new brand identity.

Meanwhile the Premium Economy kits and sleepwear for First and Business Class passengers are brought to you by TUMI. The amenity kit for Premium Economy has been refreshed to incorporate the Air India Red colour in its design, and includes skincare essentials by the renowned Swedish label, Verso. Economy class amenity kits – to be provided only on ultra long-haul flights – include an eye mask, socks, and hand lotion, and are made using premium quality recyclable and reusable Kraft paper.

Meanwhile First and Business class guests will continue to enjoy Air India’s loungewear by TUMI. Keeping style and sustainability as key considerations, Air India’s TUMI loungewear is made from recycled materials blended with cotton for extra softness and breathability.

Now, while Air India is looking to enhance the passenger experience with amenities, the layers of brand identity are truly brought to life in the carrier’s chinaware and bedding. Where the hard product and livery failed to truly embrace Indian culture, I’m impressed to see the airline fully embracing its heritage in these tactile, emotive touch-points.

Air India guests in First and Business class will receive bespoke linen, inspired by the airline’s new global brand identity. This includes plush bespoke duvets that are sustainable and lightweight, and mattress toppers crafted with premium multilayer material, including a memory foam layer, that enhance long-haul sleep experience in the skies.

The First and Business class blankets are made of premium wool blend, bespoke to Air India in its new identity. The delicate jacquard border and the motif are inspired by the traditional Sozni embroidery of Jammu & Kashmir, a Union Territory of India. Air India will be the world’s only airline to offer wool-blended blankets in First and Business class.

Meanwhile, Air India’s collection of chinaware blends lightweight and durable materials with subtle yet rich brand elements like the intricate Mandala patterns and India-inspired designs for a luxurious and cultural dining experience.

The uniquely India-inspired, tiffin box-shaped, salt-pepper cruet set in gold finish is sure to delight guests from around the world. First class guests will receive exclusive, copper-gold thalis for Indian meals. In Premium Economy, meals will be served in lightweight melamine material tableware, with etched Mandala pattern on side plates, bowls, and multipurpose glass.

All of this goes a long way to building a multi-layered culturally relevant brand, which creates surprise and delight moments throughout the flight, and goes a long way to reverse the international image of the flag carrier.

Paired with a rich larger IFE library, it seems the airline is going all-out with a charm offensive to build a presence on the global stage. These simple changes can go a long way to make international passengers reconsider Air India as an option for long-haul travel. If Air India can also work on reliability, connections and lounge offerings, the carrier will have a strong future, as long as fares remain competitive while the airline embarks on the roll out of all these passenger upgrades.

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