Jet revisits brands, now JetKonnect takes shape

Jet Airways on Monday said it is consolidating its two low-cost brands - Jet Airways Konnect and JetLite - into a single brand called JetKonnect effective March 25 — something it had been trying to pull off since last year.

“In an attempt to achieve brand consistency, JetKonnect will be the dedicated low-fare service with a mixed fleet of Boeings and ATR aircraft to operate on metro, tier II and III routes,” Jet said on Monday.

While JetLite as a brand will cease to exist, its services will be operated under JetKonnect.

However, Jet Airways (India) and JetLite (India) would continue as separate business entities operating under their own airline operating permits, the company said.

The exercise would include dual branding of Jet and JetKonnect logos at all check-in and ticketing counters.

“The rebranding will help further synergise the collective operations,” said Sudheer Raghavan, chief commercial officer, Jet Airways.

In the past, Jet has used JetKonnect as a swing inventory to ensure higher utilisation of fleet.

Analysts believe the exercise would go a long way in clearing confusion created by the two low-cost brands earlier.  Jet had acquired JetLite from the Sahara Group in 2007, which was then called Air Sahara.

Shares of Jet on Monday closed up 0.6% on the National Stock Exchange at `321.05. With agency inputs