Jet Airways to revamp branding, rebrand JetKonnect

In an attempt to regain lost market share, Jet Airways announced a new branding plan which includes the rebranding of its JetKonnect planes under the main brand.

JetKonnect and Jetlite are brands that came into existence when Jet Airways acquired Sahara Airlines. This class of service is supposed to be a value for money brand of services. Kingfisher Airways, which acquired Air Deccan, also had a similar dual-branding strategy.


Jet has been implementing a turnaround strategy, and has lost its position as the most dominant airline among private operators in India. Chairman Naresh Goyal said the company will focus on reviving its stature in the market.

Jet Airways master brand will cover the whole fleet including services currently operated by JetLite, to deliver a consistent, high quality experience for guests, the company said.

The Jet Airways master brand will provide operational flexibility across the airline’s domestic fleet, it added.

JetLite currently operates a fleet of 11 aircraft under the JetKonnect brand deployed across Jet Airways’ domestic network which includes more than 50 cities. These aircraft will be progressively repainted in the Jet Airways livery over the coming months.

“Over the next few months, you will see this brand reflected across our entire business – in the livery, staff uniforms, the interiors, the product and service offering, and the frequent flyer programme,” Goyal said.

“I give you my commitment, that by the end of the year, Jet Airways will have the best domestic full-service product in India. We will always be competitive to ensure our customers get the best value for their money.”

Jet Airways will also enhance its domestic product offering, including improving connectivity within India and to and from international services, along with the expansion of codeshare partnerships, the company said.

A full service Business Class offering will implemented across all operations to ensure a premium experience on the ground and in the air, along with reciprocal frequent flyer rewards and recognition in partnership with Etihad Guest.

Domestic Economy Class will provide a differentiated offering to address the needs of travellers seeking value and competitive fares, while ensuring service continuity with inbound international flights, it added.