August 11, 2014

Tata SIA christens its airline, Vistara

  • The name implies ‘limitless expanse’
  • The eight-pointed star, derived from a mathematical symbol, reflects a commitment to the highest standards of service
  • Crew, staff uniforms and aircraft livery also showcased

New Delhi: Tata SIA Airlines Limited (TSAL) today announced that the much-anticipated brand name of its new airline will be Vistara.

Vistara, which is expected to start operations in October, 2014, aims to transform the air traveller’s experience. With an obsession for quality in every aspect of customer engagement, the airline will treat travellers as unique individuals and delight them with intuitive thoughtfulness.

Headquartered in Delhi, Vistara will take delivery of its first plane, an Airbus A320-200, in September and plans to increase its fleet to 20 aircraft, including A320neos, by the end of the fifth year of operation.

The name Vistara is derived from the Sanskrit word ‘Vistaar’, which means ‘limitless expanse’, and draws inspiration from the brand’s domain -- the ‘limitless’ sky. The logo is derived from a ‘yantra’, a perfect mathematical form that reflects the unbounded universe. Its fluid interconnecting lines reflect the seamless experience the airline wants to offer its customers. The eight-pointed star at the centre of the logo reflects the high standards Vistara is committed to the excellence that will be a hallmark of the airline.

Speaking on the occasion, Mr. Prasad Menon, Chairman, TSAL, said, "Today is a momentous day for the Tata group and Singapore Airlines. Vistara will redefine the way we travel in India. I can confidently say that Tata's and SIA's legendary hospitality standards and service excellence will make Vistara a natural choice for passengers".

Dr. Mukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons, and Director, TSAL, said, "All of us at Tata are extremely pleased to have witnessed the coming together of all the elements that have led to the realisation of Vistara, a long cherished dream for the group that pioneered civil aviation in the country. The creation of a new full-service carrier is a matter of great pride for us".

TSAL also unveiled the uniforms of crew and staff. Designed by the well-known duo, Abraham & Thakore, the ensemble captures the spirit of Vistara – elegant, practical and embodying the best of the Indian tradition.

Mr. Phee Teik Yeoh, CEO, TSAL, said, "We aim to deliver a seamless experience via personalisation of services for guests who travel with us. Our core belief is that we will be intuitively thoughtful about our guests' needs from the time they contact us to the time they leave the airport. Whether they are leisure or business travellers, we would like to make a significant difference at every stage of their air travel experience, and truly bring back the joy of flying".

Vistara’s brand name and logo is the result of an exhaustive design and creative process undertaken by India’s premier brand consulting and design company Brand Union Ray+Keshavan. The core values, which form the framework of brand Vistara, include excellence that surpasses customer expectations, thoughtfulness that demonstrates empathy and understanding, trust that upholds integrity, fairness and transparency, innovation to deliver operational excellence and cost leadership, and teamwork to build collaboration and diversity.

The brand personality exudes an elegant and refined spiritedness reflective of a service experience that will be tech savvy, meticulous, and authentic. Vistara aims to anticipate the needs and desires of its customers such that they are imbued with the experience of a welcome guest rather than a seat number.

Mr. Phee Teik Yeoh added, “We aim to build an emotional connect with our guests, through our service excellence delivered by the best people, supported by best in class technology and processes. Vistara will redefine industry standards and aim to be the finest full-service airline of choice”.

Commenting on the significance of SIA operating in India along with Tata, Mr. Swee Wah Mak, Director, TSAL, and Executive Vice-President Commercial, SIA, said, “From a global investor’s perspective the Indian aviation sector has a lot of potential for growth and I am delighted that SIA now has a fruitful role to play here. SIA’s world renowned tradition of service excellence will contribute to the creation of the finest flying experience in the Indian skies through Vistara”.

Tata Group – Key Milestones in Aviation

  • 1929 – JRD Tata obtains first pilot’s license in India
  • 1932 – JRD Tata flies the first Indian commercial flight of Tata Airlines
  • 1946 – Tata Airlines becomes a public company and is renamed Air India
  • 1953 – Air India is nationalised, and J.R.D Tata is appointed as the first Chairman; serves as Chairman till 1977
  • 1986 – Ratan N. Tata appointed Chairman of Air India; serves as Chairman till 1989

SIA – Key Milestones

  • 1947 – Malayan Airways is launched
  • 1966 – Name is changed to  Malaysia-Singapore Airlines (MSA)
  • 1970 – First to offer free headsets, a choice of meals and free drinks in Economy Class
  • 1972 – MSA splits to form two new entities - Singapore Airlines and Malaysian Airline System
  • 1991 – First to introduce satellite-based inflight telephones
  • 2007 – First to fly the A380 from Singapore to Sydney

Vistara – Birth of a Brand

  • September 2013 – Tata Sons and SIA sign agreement  to announce JV and apply for FIPB approval
  • October 2013 – Tata SIA Airlines receives FIPB approval.
  • November 2013 – The Tata SIA Airlines Limited board is formed and the company gets incorporated
  • December 2013 – Applies for NOC
  • February 2014 – Signs aircraft lease agreement with BOCA
  • April 2014 – Receives NOC from Civil Aviation Ministry and applies for AOP. Tata SIA board appoints Mr. Phee Teik Yeoh as the CEO
  • July 2014 –  DGCA rejects all objections, clears way for grant of air permit / AOP
  • August 2014 – Brand Vistara is unveiled