Nearly two decades ago, IndiGo revolutionized Indian aviation by adopting an aggressive expansion strategy focused on dominating frequencies from any new base it established. This approach, inspired by its co-founder and now Southwest Airlines chairman Rakesh Gangwal, allowed IndiGo to rapidly scale up its operations, ensuring that cities like Kolkata, when launched as a base, were quickly connected to all major metros with multiple daily departures. By maintaining the lowest operating costs in the industry, IndiGo sustained these flights while making it difficult for higher-cost competitors to survive. This strategy helped IndiGo secure its position as India’s largest airline, with a market share that remains unmatched even today.
Now, Air India Express is looking to turn the tables and challenge IndiGo using a similar frequency-driven expansion model. Under the Tata Group’s leadership, the low-cost carrier is no longer just a regional airline focused on short-haul international routes—it is rapidly expanding into the domestic market with a clear ambition to become a major player.
Air India Express has begun increasing its flight frequencies on key routes, especially from Tier-2 and Tier-3 cities, mimicking IndiGo’s early approach to market dominance. The airline is strategically adding new bases and leveraging the operational synergies of its merger with AirAsia India. With a growing fleet of Boeing 737 MAX aircraft, the airline is also improving fuel efficiency, further helping to lower operating costs—one of the key factors behind IndiGo’s success.
Additionally, Air India Express is benefiting from its integration into the broader Air India ecosystem. Unlike IndiGo, which has always operated independently, Air India Express can tap into Air India’s established international network and premium customer base. This provides the airline with opportunities to cross-sell and attract passengers looking for budget-friendly options while still enjoying the connectivity of a full-service airline.
However, IndiGo remains a formidable competitor with a significant head start. Its extensive fleet, deep market penetration, and strong brand loyalty give it a powerful advantage. While Air India Express is expanding aggressively, it will need to maintain consistent service quality, operational efficiency, and pricing competitiveness to pose a serious challenge to IndiGo’s dominance.
The next few years will be critical in shaping the competition between these two airlines. If Air India Express successfully executes its strategy, it could bring a major shift in India’s aviation landscape, offering passengers more options and driving even greater affordability in air travel. The battle for market share in India’s low-cost aviation sector is intensifying, and it remains to be seen whether Air India Express can truly “do an IndiGo on IndiGo.”
