Air India is undergoing a transformation at the moment, after being privatized. The airline is investing hugely in modernizing its fleet and improving the passenger experience. This is comprised of ordering 470 new aircraft, introducing new cabins, retrofitting existing aircraft, and completely rebranding, including unveiling new uniforms.
Air India has just revealed details about how the company is refreshing its premium international soft product. Specifically, the airline is showing off new amenity kits, bedding, tableware, and inflight entertainment. The plan is for this to roll out on medium and long haul international flights starting in mid-2024, which coincidences with when the carrier’s new Airbus A350-900s commence international operations.
Let’s take a look at some of the details. As you’ll see, the airline is leaning heavily into its Indian roots with all of these updates, and is also sticking to its new brand colors.
In this post:
Air India’s new Ferragamo amenity kits
Air India is partnering with Italian luxury fashion house Ferragamo on its new amenity kits for first class and business class passengers.
Each amenity kit will feature unique motifs celebrating different printing styles of India, and will include Ferragamo body lotion, hand cream, lip balm, socks, an eye mask, and a specially designed Air India keepsake. The first class kit will also include a fragrance. Air India is the world’s first airline to have amenity kits in Ferragamo’s new brand identity.
First and business class passengers will continue to receive sleepwear from Tumi, and premium economy passengers will continue to receive amenity kits from Tumi. This was all rolled out in 2023, and nothing is changing there.
Air India’s new bedding
Air India is introducing new bedding, though there’s no branding partnership here. Instead, the airline explains that it’s providing specially designed bedding that’s inspired by the company’s new global brand identity.
This includes duvets that are sustainable and lightweight, memory foam mattress toppers, and wool blankets. Air India states that it will be the only airline in the world to offer wool-blended blankets, and that the “jacquard border and the motif are inspired by the traditional Sozni embroidery ofJammu & Kashmir, a Union Territory of India.”
Air India’s new tableware
Air India is rolling out new chinaware, glassware, and cutlery.
The chinaware will blend lightweight and durable materials with subtle brand elements, like the Mandala patterns and India-inspired designs. There will also be tiffin box-shaped salt & pepper shakers with a gold finish. I have to imagine that like on Virgin Atlantic, many passengers will swipe these. 😉 First class passengers will also receive copper-gold thalis for Indian meals.
Cutlery will be stainless steel, and will feature weight-saving hollow handles. I also love the coffee and tea setup that Air India is introducing, especially with the evolved Maharaja branding.
Air India’s new Panasonic entertainment
Air India is investing in new inflight entertainment, as the airline will introduce Panasonic’s eX3 IFE system. The catch is that this won’t be rolled out on all long haul aircraft as of mid-2024. Instead, it will be available on A350-900s, 777-200LRs, and all newly delivered and reconfigured jets, as time goes on.
Air India is promising that its new entertainment system will offer a staggering 2,200 hours of entertainment across forms and genres, including 1,000 hours of movies, 600 hours of TV shows, and 600 hours of audio.
This collection will include over 250 Indian movies (the largest library of Indian content in the skies), 200 Hollywood movies, 900 episodes of TV shows, and more.
For those of us avgeeks who enjoy keeping an eye on the progress of the flight, Air India will debut Arc, an immersive inflight map experience from Panasonic. This will include a highly customizable map that lets you explore the world.
To enhance inflight entertainment, Air India will also introduce new headsets in all cabins. This includes noise canceling headphones in premium cabins, and reusable earphones in economy.
Bottom line
Air India has showcased its new international premium cabin soft product, including new amenity kits, bedding, tableware, and inflight entertainment. While Air India reinventing itself is of course a drawn out process, I have to admit that I’m incredibly impressed by the progress being made. These new amenities look fantastic — they look luxurious while still having a distinctly Indian touch. The new inflight entertainment sounds top notch as well.
When plans were first announced to reinvent Air India, I was skeptical. While there’s still a ton of work to be done, so far everything that I’ve seen has exceeded my expectations, and I’m impressed by the company’s direction. Keep it up, Air India, and I can’t wait to fly Air India’s A350 on a long haul flight once this is introduced.
What do you make of Air India’s new amenities?
Just flew on Air India's A350 from BLR to BOM onwards to MAA. While there was an abbreviated service (1-2 hours) on this route for operational training, we didn't get to try the new amenity kits nor tableware. We did get to try the new IFE with Panasonic's ARC - a fantastic and intuitive system with crisp image quality and PIP modes with my favorite form of entertainment: overhead and front camera. I enjoyed the...
Just flew on Air India's A350 from BLR to BOM onwards to MAA. While there was an abbreviated service (1-2 hours) on this route for operational training, we didn't get to try the new amenity kits nor tableware. We did get to try the new IFE with Panasonic's ARC - a fantastic and intuitive system with crisp image quality and PIP modes with my favorite form of entertainment: overhead and front camera. I enjoyed the trip quite a bit in economy (BLR-BOM) and business (BOM-MAA). The down points were quality and taste of the breakfast (rubbery sausage and omelet), a lack of soft beverage options (in economy they served nothing aside water) and the service; warm and friendly in business but mechanical and sufficient in economy. The warmth and genuine kindness generally exhibited by AI flight attendants is something that should be retained in its brand.
The flights were cool with the typical AvGeek celebrities both local and international (Chui and Cahill). This was very annoying since unlike you, Ben, these guys don't understand the meaning of privacy and respect. Not everyone wants to be having cameras and juveniles running around everywhere trying to collect footage and expecting the FAs to serve them and be their personal spokespersons. Granted probably my mistake for booking this journey.
Verdict: Hard product is great. Soft product needs refinement.
I saw that trip report of AI first class that you wrote. You had written about the Khadi amenity kit and how quirky it was. Everything in that are natural products and are made from Indian villages (a source of income for them). It's sad that AI is getting lured by the whims and fancies by other airlines and getting chemical-based products like Ferragamo. The Indian touch is lost that way IMO.
Are AI not differentiating 1st from biz in their new bedding and tableware?
Yes, at least with the tableware. First tableware has gold detailing and a gold maharaja, while silver is used for everything in Business class.
The one thing I don’t like is the casserole style dishes shown for business class, a proper plate would look much better.
I get that right now, AI needs to re-establish its reputation so it's using established western brands to help by borrowing some of their luster. At some point in the future though, I hope their reputation is secure enough that they can start using more Indian brands and styling. Personally I enjoy the local touches that various international airlines add be it their uniforms, meals, amenities, etc. I can get Ferragamo stuff easily enough in...
I get that right now, AI needs to re-establish its reputation so it's using established western brands to help by borrowing some of their luster. At some point in the future though, I hope their reputation is secure enough that they can start using more Indian brands and styling. Personally I enjoy the local touches that various international airlines add be it their uniforms, meals, amenities, etc. I can get Ferragamo stuff easily enough in the US. Introduce me to something new!
I actually thought their use of khadi and Indian soaps, etc. in their previous amenity kits was a nice touch. But I get it may not be appropriate when their overall reputation needs to improve and quickly.
All this cosmetics improvements are useless when AI still only offers a measly 30 kg luggage allowance for international short/medium haul business class passenger when the competition already offers the same amount of allowance in Economy!
Yes, quite astounding since Indians are renouned for travelling super-heavy, with eye-boggling amounts of checked luggage the world over!
Lipstick on a pig.
Glad that they are bringing-back their 'Maharaja' (Your palace in the skies) mascot! (Printed in gold, on their crockery.)
The historical problem for Air India that remains outside its control is the attitude of some passengers flying in premium cabins. They continue to behave as if they own it and treat everyone like rubbish. I saw it first hand last week on a LHR - BOM round trip. The same passengers will become docile sheep on non Indian carriers because they know that behaviour won't be tolerated. Will the new AI crack down on...
The historical problem for Air India that remains outside its control is the attitude of some passengers flying in premium cabins. They continue to behave as if they own it and treat everyone like rubbish. I saw it first hand last week on a LHR - BOM round trip. The same passengers will become docile sheep on non Indian carriers because they know that behaviour won't be tolerated. Will the new AI crack down on this?
Apart from this, both flights were uneventful - I could clearly see the effort being put in by the cabin crew and the positive difference in attitude; the latter probably because many were new.
I will die on this hill: Amenity kits are stupid and environmentally irresponsible. Do what SQ and NH do and just tell travellers what you have so they can ask for the things they need to use. These are such a vanity project that I really hate seeing when flying premium.
I will die on this hill:
People flying premium but complains like a socialist.
Tomorrow go tell your employer I don’t need the extra money, just pay me enough so I can buy only things I need to use. Extra disposable income would just allow me to spend more on stupid and environmentally irresponsible purchases (like flying in premium cabins).
I hope the hill you die on isn’t the hypocritical Davos.
"You're hurtling through the heavens, spewing tons of CO2 into the atmosphere, laying flat and enjoying all the space of an international business/first class cabin that could have been filled with 3X as many passengers like economy. You've just had your 6th decadent meal of the flight and, like the other 5, you barely ate half of the food, allowing the attendant to chuck all of that into the garbage. You reminisce on which of...
"You're hurtling through the heavens, spewing tons of CO2 into the atmosphere, laying flat and enjoying all the space of an international business/first class cabin that could have been filled with 3X as many passengers like economy. You've just had your 6th decadent meal of the flight and, like the other 5, you barely ate half of the food, allowing the attendant to chuck all of that into the garbage. You reminisce on which of the semi eaten meals was your favorite of the flight; was it the beef (with all its associated impact on the climate from cow farts before its slaughter)? Or was it the lobster (caught from the waters with a huge gas guzzling boat)? It's a tough decision so you decide to ruminate on it with another glass of champagne. Your attendant opens the 4th bottle of the flight for you, after having thrown the other 3 into regular garbage, and you enjoy another glass.
You finally drift off into a blissful sleep - smiling and grateful that the environmentally conscious airline does not offer such vulgar, irresponsible amenity kits."
Can’t say much about premium classes, but the cheap, chinese, bad quality headphones they distribute in economy class are an absolute wastage. They are of the poorest quality and fidelity, earpieces stop working, break or fall apart within a day or two after the flight and end up filling our landfills for decades. How about that?
I keep mine and find plenty of use for them outside the airplane.
Vinay....what a masterclass smackdown! Well done
Got to love an attitude of 'if you can't do everything better don't do anything better'. Inspirational.
Would also be more fun if it were true. You get 2 meals in business, max. The average business class seat occupies the space of two economy class seats, not three. And the truly bad news: The passengers in economy are eating beef too.
The point is use. I eat the food that is served to me....
Got to love an attitude of 'if you can't do everything better don't do anything better'. Inspirational.
Would also be more fun if it were true. You get 2 meals in business, max. The average business class seat occupies the space of two economy class seats, not three. And the truly bad news: The passengers in economy are eating beef too.
The point is use. I eat the food that is served to me. I drink the drinks I ask for. I use the space I've paid for. So, acknowledging that all of this has a outsized footprint and impact, it bothers me when there are things I can't use given out anyway and tossed if you don't use them, just in the hopes that an airline blogger will write a post about it or take a picture.
Just as well your tortured soul flies only Economy Lite, eh Vinay?
@Eskimo / @Vinay --
I feel like you're missing the point. While I love amenity kits as much as the next person, I feel like there's an objective truth in saying that not everyone uses all the things that come in them. If you use them, great, good for you! I use mine. But if you don't use them, then yeah, it's a waste. I'd love to see some sort of hybrid system --...
@Eskimo / @Vinay --
I feel like you're missing the point. While I love amenity kits as much as the next person, I feel like there's an objective truth in saying that not everyone uses all the things that come in them. If you use them, great, good for you! I use mine. But if you don't use them, then yeah, it's a waste. I'd love to see some sort of hybrid system -- the airlines can tell you exactly what amenities they have (like in SQ/NH), but you also get a nice pouch/bag to take home whatever stuff you'd like to take home. Seems like that's a fair solution to both worlds here.
@Surya N.
You and a lot of climate freaks in Davos are missing the point.
You can't just pick and choose when to have awareness and when to be ignorant.
Flying premium cabin and leaving a larger carbon footprint but complain the kits are wasteful?
What a hypocrite.
SQ/NH are not being less wasteful, they're being cheap and short changing you. No different than asking you to skip your meal in favor of the...
@Surya N.
You and a lot of climate freaks in Davos are missing the point.
You can't just pick and choose when to have awareness and when to be ignorant.
Flying premium cabin and leaving a larger carbon footprint but complain the kits are wasteful?
What a hypocrite.
SQ/NH are not being less wasteful, they're being cheap and short changing you. No different than asking you to skip your meal in favor of the environment. Victims of a positive marketing spin.
If you don't want them to go waste either use them or find someone who will use them. But don't go on complaining why someone else should be doing your job to save the planet.
And by the way to all you hypocrite climate freaks, stop ordering stuff online. Packaging materials are a huge waste.
Loved @vinay's response! The only thing to add is if the seat was paid for with miles obtained by a few mileage runs :-)
But in all seriousness, if you don't want a kit, simply refuse it. Or if it's already on your seat, just give it back to the flight attendant still sealed and they'll use it again.
If you're that environmentally conscious, bring your own reusable socks and eyeshades.
The kits will still...
Loved @vinay's response! The only thing to add is if the seat was paid for with miles obtained by a few mileage runs :-)
But in all seriousness, if you don't want a kit, simply refuse it. Or if it's already on your seat, just give it back to the flight attendant still sealed and they'll use it again.
If you're that environmentally conscious, bring your own reusable socks and eyeshades.
The kits will still be available to people who want one, and you can refuse something you don't need.
@Lune - most airlines (Air Canada as an example) still toss it, even if it's unused. That was originally my approach too until I learned the cleaning crews still bin them. In my experience the FAs don't want to take them back either.
@Eskimo - Again, why is it so ridiculous try to and do *something* to improve the amount of waste happening? I acknowledge flying, especially premium flying, has a significant carbon footprint. Why...
@Lune - most airlines (Air Canada as an example) still toss it, even if it's unused. That was originally my approach too until I learned the cleaning crews still bin them. In my experience the FAs don't want to take them back either.
@Eskimo - Again, why is it so ridiculous try to and do *something* to improve the amount of waste happening? I acknowledge flying, especially premium flying, has a significant carbon footprint. Why is it SO insane to want to try and reduce the amount of waste its producing, even if by a little? What a paradigm to live in.
The service culture will take a few years though and will not be as easy as the hardware changes
Thats nice, but also in economy its 31" pitch and 3-4-3 config on an A350!!
Nah that’s wrong -
https://www.instagram.com/reel/C2Rp6QTM43L/?igsh=ZjljODcxNzRjMGln
It’s 3-3-3.
I received a Ferragamo amenity kit with the new logos and branding when flying Turkish Airlines 01JAN. So I don't think Air India is the first one to offer updated Ferragamo stuff.
Am I the only one who dislikes the shift in amenity-kit branding away from the airline itself? I understand the economics for the airlines (my guess is that the airlines pay next to nothing for these kits, in exchange for the advertising opportunity). But for an avgeek, these kits have very little appeal. Nine times out of ten, I end up leaving the kit behind, with most of the contents unused. It would be far...
Am I the only one who dislikes the shift in amenity-kit branding away from the airline itself? I understand the economics for the airlines (my guess is that the airlines pay next to nothing for these kits, in exchange for the advertising opportunity). But for an avgeek, these kits have very little appeal. Nine times out of ten, I end up leaving the kit behind, with most of the contents unused. It would be far more environmentally sensitive for the airlines to offer an amenity menu and provide individual items upon request.
Some airlines do this already, NH comes to mind…not a menu per se, but an offering of items one may need or want.
Whilst it all looks generally great - there’s a reason that airlines don’t offer bedding in white or cream or beige - I probably don’t need to spell that one out
The airlines I've flown with offer mostly white/beige bedding:
-AC's J class bedding is white
-AA's is white/grey
-AV's is white/beige.
Tell us you’ve never flown first class without telling us you’ve never flown first class…SQ, EK, EY, AF, LH, CX, LX…
Air India has a horrible reputation from many Indians here based in the US like me. However, these new transformations give us hope that the airline can be restored to its former glory. Keep it up.
These are absolutely gorgeous. All I can say is wow!
Bravo Air India! Soon an incredible country will have an incredible airline.
Sarcasm definitely appreciated
That’s elegant and beautiful! Thoroughly impressed with everything I saw. Can’t wait to fly the new Air India! I have in the past and it wasn’t bad.