STRATEGIC

MANAGEMENT OF

JET AIRWAYS

1. INTRODUCTION

Jet Airways is a major Indian airline based in Mumbai. It was founded on 1 April, 1992.

However, it commenced its operation since 5 May, 1993. It is the second largest airline in

India, both in terms of market share and passengers carried, after IndiGo. It operates over 300

flights daily to 74 destinations worldwide. Its main hub is Mumbai, with secondary hubs

at Delhi, Kolkata, Chennai, Bengaluru.

Jet Airways (India) has India covered, flying to about 45 destinations throughout the

country from its primary hub in Mumbai and several secondary hubs. The airline operates a

fleet of more than 85 aircraft, mostly Boeing 737s. Besides domestic service, Jet Airways

flies to about 20 cities in Asia, Europe and North America. It extends its offerings via code-

sharing relationships with carriers such as Qantas and Brussels Airlines. (Code-sharing

enables airlines to sell tickets on one another's flights and thus offer potential passengers

service to additional markets.) Subsidiary JetLite serves about 30 destinations, mostly in

India. Jet Airways was founded in 1993 and is controlled by Chairman Naresh Goyal.

History

 Early years:

Jet Airways was incorporated as an air taxi operator on 1 April 1992. It started Indian

commercial airline operations on 5 May 1993 with a fleet of four leased Boeing 737-300

aircraft. In January 1994 a change in the law enabled Jet Airways to apply for scheduled

airline status, which was granted on 4 January 1995. It began international operations to Sri

Lanka in March 2004. The company is listed on the Bombay Stock Exchange, but 80% of its

stock is controlled by Naresh Goyal (through his ownership of Jet’s parent company,

Tailwinds). It has 10,017 employees (as at March 2007).

Naresh Goyal – who already owned Jetair (Private) Limited, which provided sales and

marketing for foreign airlines in India – set up Jet Airways as a fullservice scheduled airline

to compete against state-owned Indian Airlines. Indian Airlines had enjoyed a monopoly in

the domestic market between 1953, when all major Indian air transport providers were

nationalised under the Air Corporations Act (1953), and January 1994, when the Air

Corporations Act was repealed, following which Jet Airways received scheduled airline

status.

AIR SAHARA BUYOUT:

In January 2006 Jet Airways announced that it would buy Air Sahara for US$500 million in

an all-cash deal, making it the biggest takeover in Indian aviation history. It would have

resulted to the country's largest airline but the deal fell through in June 2006. On 12 April

2007 Jet Airways agreed to buy out Air Sahara for INR14.5 billion (US$340 million). Air

Sahara was renamed JetLite, and was marketed between a low-cost carrier and a full service

airline. In August 2008 Jet Airways announced its plans to completely integrate JetLite into

Jet Airways. Present In October 2008 Jet Airways laid off 1,900 of its employees, resulting in

the largest lay-off in the history of Indian aviation. However the employees were later asked

to return to work; Civil Aviation Minister Praful Patel said that the management reviewed its

decision after he analysed the decision with them. In October 2008 Jet Airways and rival

Kingfisher Airlines announced an alliance which primarily includes an agreement on code-

sharing on both domestic and international flights, joint fuel management to reduce expenses,

common ground handling, and joint utilisation of crew and sharing of similar frequent flier

programmes. On 8 May 2009 Jet Airways launched its low-cost brand, Jet Konnect. The

decision to launch a new brand instead of expanding the JetLite network was taken after

considering the regulatory delays involved in transferring aircraft from Jet Airways to JetLite,

as the two have different operator codes. The brand was launched on sectors that had 50% or

less load factor with the aim of increasing it to 70% and above. Jet officials said that the

brand would cease to exist once the demand for the regular Jet Airways increases. According

to a PTI report, for the third quarter of 2010, Jet Airways (Jet+JetLite) had a market share of

26.9% in terms of passengers carried, thus making it a market leader in India, followed by

Kingfisher Airlines with 19.9%.

Jet Airways in the EU:

Jet Airways entered the EU with its maiden flight to London in May 2005.2 In the quarter

ending 30 June 2006, the company generated two-thirds of its international revenues from its

London operations. The company has its airline reservation and ticketing offices at London in

the UK and Brussels in Belgium. Recently, it has also entered into a reciprocal Frequent Flier

Program (FFP) partnership with Lufthansa Airlines, SWISS and Austrian Airlines. Jet

Airways has its reservations and ticketing offices/GSA offices in Austria, Belgium, Cyprus,

the Czech Republic, France, Germany, Greece, Hungary, Italy, the Netherlands, Poland,

Portugal, Spain and Sweden.

Jet Airways in UK:

Jet Airways operates flights to London from Mumbai, Delhi and Amritsar in India. On this

route, the company has acquired a 20-per cent market share with a load factor of over 70 per

cent. Factors for Success India – An Investment Destination India is emerging as a preferred

investment destination for various industries that are planning to expand their operations. The

investment by foreign firms in India is increasing at a brisk pace as a result of the country’s

low labour costs and the availability of talented professionals. Various European firms are

scouting for alliances with Indian companies. This has increased the air traffic to India, and

Jet Airways is capitalising on this opportunity to expand its international operations to the EU

and other regions.

Tapping the NRI Market:

With its international operations, Jet Airways has tapped the large nonresident Indians (NRIs)

segment that resides in the USA and Europe. The company’s advantage of being an early

entrant has helped it in tapping this segment. It is leveraging its established brand name in the

domestic market, and has developed a good hold in the market abroad.

Favourable Government Reforms:

The new reforms introduced by the Indian government have provided momentum to the

growth of Jet Airways. Reforms, such as liberalisation of international skies (permission to

fly to certain international destinations) for private domestic airlines, abolishing Foreign

Travel Tax, reducing excise duty on air turbine fuel (ATF) from 16 per cent to 8 per cent and

increasing foreign investment limit from 40 per cent to 49 per cent, have promoted Jet

Airways’ growth in international operations.

Tourism Driving the Growth: 

The growth in international air traffic to India. Growing at a considerable pace, the travel and

tourism expenditure is estimated to register a CAGR of 8.8 per cent for the decade starting

from 2004 onwards. In 2005, 33 per cent of tourists in India were from the UK and the US.

Almost 255,000 tourists annually visit India from the UK, the primary reason being the

strong cultural links between the two nations. A healthy growth of the Indian tourism

industry has also helped Jet Airways to increase its international operations. Future Plans-

Expanding Current Markets Jet Airways has plans to expand its existing international

operations in the UK and Asia. It plans to increase the frequency of flights to the existing

destinations and also start operations to new destinations. It would strengthen its overall

network by supporting its international operations through its already established domestic

network.

Ambitious Expansion Plans: 

Jet Airways has plans of ambitious international expansions in the future with estimated

capital expenditure of approximately EUR 2 billion over the next three to five years for 30

additional wide body and narrow body aircraft. It is expected to increase its fleet size from 53

aircraft in FY 2006 to 79 aircraft by FY08. Most of the purchased aircraft will be used on

international routes. The management also plans to develop its own maintenance hangars and

a pilot training centre. It plans to launch air services to key destinations across the world

including USA, Canada, UK, South Africa, Kenya, Mauritius, points in China and South East

Asia and some points in Europe like Brussels, Rome and Zurich.

MISSION:

Jet Airways will be the most preferred domestic airline in India. It will be the

automatic first choice carrier for the travelling public and set standards, which other

competing airlines will seek to match.

Jet Airways will achieve this pre-eminent position by offering a high quality of

service and reliable, comfortable and efficient operations.

Jet Airways will be an airline which is going to upgrade the concept of domestic

airline travel - be a world class domestic airline.

Jet Airways will achieve these objectives whilst simultaneously ensuring consistent

profitability, achieving healthy, long-term returns for the investors and providing its

employees with an environment for excellence and growth.

Vision Statement: 

Organization vision is to become the “Best Airline in the World”. Company Perspectives Jet Airways 

will be the most preferred domestic airline in India. It will be the automatic first choice carrier for the 

travelling public and set standards, which other competing airlines will seek to match. Jet Airways 

will achieve this pre-eminent position by offering a high quality of service and reliable, comfortable 

and efficient operations. Jet Airways will be an airline, which is going to upgrade the concept of 

domestic airline travel— be a world-class domestic airline

STRATEGIES ADOPTED BY JET AIRWAYS

Mergers & Acquisitions

• In January 2006 Jet Airways announced that it would buy Air Sahara for US$500 million in

an all-cash deal, making it the biggest takeover in Indian aviation history.

• On 12 April 2007 Jet Airways agreed to buy out Air Sahara for INR14.5 billion (US$340

million). Air Sahara was renamed JetLite, and was marketed between a low-cost carrier and a

full service airline.

• In August 2008 Jet Airways announced its plans to completely integrate JetLite into Jet

Airways

Jet Airways - Etihad Airways Strategic Alliance

• Jet Airways and Etihad Airways announced the conclusion of the transaction for the

subscription of 24 per cent minority equity stake in Jet Airways. This follows all government

and regulatory approvals received on the 12th of November 2013.

• India is one of the largest and fastest-growing markets in the world. Through this

association, Jet Airways and Etihad Airways will both be strengthened as will be the

economies of India and the UAE.

• Etihad Airways and Jet Airways will combine their network of 130 destinations, with Jet

Airways establishing a Gulf gateway in Abu Dhabi and expanding it’s reach through Etihad

Airways’ growing global network

• Under the strategic partnership, both airlines will gradually expand existing operations and

introduce new routes between India and Abu Dhabi thus providing an ever wider choice to

the travelling public.

KEY STRATEGIES:

• Keep operations and growth in line with expected Indian economy growth which is around

7% – 8% per annum

• Manage risk & short term crisis on account of any global financial risks

• Manage short term spike in crude oil prices.

• Minimize passing the fuel price fluctuation to customers.

• Network expansion will be around the key focus specially Gulf and Middle East

• Focus on improving service, reliability and on time performance

• Focus to be the best in ―no frills‖ sector.

• Measures to negate effect of unprecedented increase in prices of fuel

• Maintain its leadership position in the Indian aviation industry

• Improve On-time performance it was 88.4% for Jet Airways for the financial year 2010-11

• Explore the potential for sustained growth in Indian passenger traffic because of low

penetration in the medium to long term.

COMPETITORS:

Jet Airways is an international airline so there are many rival airlines at both level i.e.

international and domestic level.

1. Domestic Competitors

• Indigo

• Go Air

• Spice Jet

• Air India

2. International Competitors

• British Airways

• Delta Airlines

• United Airline

• Southwest Airlines

• American Airlines

• China Sothern Airlines

• US Airways

• Ryanair

• Lufthansa

• China Eastern Airlines

• Air China

Awards and Achievements

Best First Class — Service in the World award at Business Traveller's 20th annual 'Best in

Business Travel' awards

Best Business Class & Best Economy Class at the Business Traveller Awards

Best Programme of the Year by Freddie Awards 2007 & 2006

Best Elite Level for the second year in a row, at the 21st Annual presentation ceremony of

the Freddie Awards 2008

Best Overall in Entertainment at the Avion Awards 2010

India's Popular Domestic Airline at the SATTE 2006 Awards

India's Airline at the World Travel Awards, 2006

Best Technical Despatch Reliability by Beaver 2002

Best Cargo Airline of North Asia by Cargo Airline of the Year Awards

Best Domestic Airline award for the 1st consecutive year and the 5th time in the past two

years at the 18th TTG (Travel Trade Gazette) Travel Awards 2007

India's Most Respected Company in the Travel and Food Sector by Businessworld 2003

Best Long Haul Carrier ex-Brussels award at the Tm Travel Awards 2009.

Best Eastbound Airline from India and Best domestic Airline in India awards at the Abacus

Tafi Awards 2009.

Business Traveller's Best Indian Airline Award in London.

According to.[74]

In 2015, it was announced that Jet Airways will be the main sponsors of the Indian Super

League team Mumbai City FC.

SWOT Analysis

Each and every company have certain strength, weakness, opportunity and threats.

1. Strength

• Strong presence & good name in the Indian Aviation market.

• Taking the plane on lease rather than purchasing.

• Readymade distribution network.

• Innovation in services.

• Experience exceeding 20 years.

• Large fleet size.

• Among top 3 in India

2. Weakness

• Salaries was not high as compared to other airlines so difficulty to retain employees.

• Financial not sound as compared to others airlines.

• Loosing domestic market share.

• Weak brand promotion.

• Need improvement in in-flight services.

• Old fleet average age 4.78 years.

3. Opportunity

• Untapped air cargo market.

• Scope in global services and tourism.

• Increasing salaries of employees.

4. Threats

• On-going economic weakness.

• Rapid increase in fuel prices.

• Strong competitors.

• Overseas market competition.

• Regulations

2. CSR

Jet Airways commenced its operations in May 1993. It is an airline that has pioneered

concepts like Through-Check-in, City Check-in, Web and Kiosk check-in, SMS check-in,

automated tickets at travel agency locations, e-ticketing, JetMobile and the unique five-tier

frequent flier programme JetPrivilege in India.

As an Indian Corporate Body, Jet Airways also recognises its responsibility to the Society

and Nation. Consequently, in 1998 Jet Airways launched its Yellow Rose campaign. People

are like roses, and like the flower they require friendship, warmth and caring. Jet Airways has

striven not only to extend these qualities to its guests, but also to the country in times of

crises or calamities.

‘Shrimad Rajchandra Gurukul’ explore world of aviation:

Shrimad Rajchandra Mission Dharampur’s Love and Care programme has launched the

“Expressions of Love” initiative, in conjunction with “Joy of Giving Week- India's Festival

of Giving”, to spread the message of love and care. Amongst several other activities

organized, one of them is Mumbai Darshan - a daylong city excursion for 170 students of a

rural residential school called “Shrimad Rajchandra Gurukul” located in the village of

Karanjveri, Dharampur.

It was a once in a lifetime opportunity for these rural students to visit Jet Airways’ aircraft

maintenance hangar near the Chhatrapati Shivaji International Airport, Santacruz. The visit to

the hangar was organised by JetSpark, an exclusive initiative of the airline to connect with its

young travelers, in association with Shrimad Rajchandra Love and Care to open up the world

of aviation to these children.

At a half-day event held at the airline’s hangar, the children were given an opportunity to

explore a Boeing 737-700 aircraft parked in the hangar, spending more than three hours

learning and understanding the working of the aircraft. The children were also shown the

interior of the Jet Airways aircraft cockpit, the cargo hold, airline maintenance and landing

gear operations. The children interacted with Jet Airways Engineers, Pilot and Cabin Crew.

They also observed the landing and take-off of various planes at the Airport. The children

were later taken for a visit to the engine, structure, brake & wheel and seat shops, with this

educational excursion by the engineers providing the children with rich insights into airline

maintenance and operations.

Blood Donation Camp:

Jet Airways, India's premier international airline will organize a blood donation camp on

Friday, May 09, 2008 from 1230 hours to 1700 hours at the Jet Airways Ahmedabad City

Office in association with Prathama Blood Centre. The Staff and Management of Jet Airways

will participate in this noble cause.

Prathama Blood Centre, India's largest & most modern blood centre is a non-profit

organization recognized by the Indian Central and Gujarat State Government, who will

arrange for a mobile van to be parked at the Jet Airways' Ahmedabad City Office for the

blood donation camp.

Jet Airways, has received strong support from the Travel Trade community. Mr. Kalpesh

Shah (Chairman of TAAI Gujarat Chapter) has consented to be present at the blood donation

camp. Blood donors will receive a tote bag, snacks and beverages, courtesy Prathama Blood

Centre.

Radio City, Times of India and Ahmedabad Times are taking the initiative to impart

awareness of this blood donation camp.

Commenting on this initiative, Mr. Wolfgang Prock-Schauer, CEO, Jet Airways, said, "Jet

Airways is delighted in associating with this worthy cause. The airline always endeavours to

be a socially responsible corporate body, and this initiative is a step in that direction."

Relief efforts in Jammu & Kashmir:

Jet Airways launched its inflight collection programme the 'Magic Box' in association with

the NGO Save the Children India (STCI) on January 7, 1997 for relief efforts in the aftermath

of the earthquake in Jammu & Kashmir.

This unique inflight charity collection has contributed over Rs.42.8 million till end April

2004. This fund has been utilised in development activities in remote Kargil, improvement of

education and health care facilities in quake affected Osmanabad district in Maharashtra and

in the fight against trafficking of women and child prostitution in the Indian Subcontinent.

Among the notable achievements of the Magic Box of Jet Airways is SPARSH (Sastur

Project of Action Research Services through Hospital), which came into being at Sastur

Village in Osmanabad district in Maharashtra after the terrible earthquake there. This is being

run by the funds generated through Magic Box and extends advanced medical care to the

inhabitants of almost 257 villages. Jet Airways' inflight collection has contributed

significantly in running of the SPARSH, which makes available integrated, preventive,

curative and rehabilitative health services to the earthquake victims of Latur and Sastur

villages in Osmanabad District.

Jet Airways, carried more than 2,000 kilograms of relief material including blankets, milk

powder and clothes for the use of affected people of Kaksar village in Ladakh, one of the

worst affected regions on the border of the State of Jammu and Kashmir during the Kargil

conflict. Kaksar along with the villages of Latur and Hunderma have been adopted by Save

the Children programme under the activity titled K3 (Kaksar-Kargil-Kashmir) programme to

rehabilitate the affected populace.

Other significant projects run by Save the Children, include pre-schools for the urban slum

children in Mumbai and a special care centre for the mentally retarded and hearing impaired.

Another unique project of Save the Children is to respond and build confidence among

pregnant women who are HIV positive with a view to decreasing the infant mortality rate.

As a continuing effort through February and March 2001 all contributions by passengers to

Jet Airways' unique inflight Magic Box collection were directed through Save the Children

organisation to the benefit of children rendered homeless and orphaned by the Gujarat quake.

Relief efforts in the aftermath of the Tsunami:

The trail of death and destruction that the Tsunami Disaster left across South and South East

Asia on December 26, 2004 is unparalleled in the annals of modern world history. In India,

Tamil Nadu, Pondicherry, Andhra Pradesh, Kerala and the Andaman & Nicobar Islands,

which bore the brunt of the killer waves, thousands have died and still many others have been

uprooted from homes and livelihood.

In the immediate aftermath of the tragedy Jet Airways has operated special relief flights to

Port Blair from Chennai and Kolkata to enable speedy evacuation of stranded residents and

tourists.

In addition to the ongoing relief efforts, to enable evacuation of the needy residents of the

Andaman & Nicobar Islands to the mainland, Jet Airways offered a 50 per cent rebate on 30

seats in the Economy Class of its daily flight from Port Blair to Chennai.

Over 1,600 stranded residents and tourists on the Islands were evacuated from Port Blair on

the 18 flights, which Jet Airways operated from Port Blair to Chennai and Kolkata from

December 26 until December 31, 2004.

Additionally, Jet Airways is uplifting 2,500 kilos of relief cargo everyday, comprising of

packaged water, clothing material, foodstuffs and medical supplies for urgent despatch to

Port Blair and Colombo in Sri Lanka from Chennai. Over 140,000 kilos of relief cargo sent

by Governmental agencies and recognised voluntary agencies in different parts of India have

already been flown to the Tsunami-ravaged archipelago and the Island Nation of Sri Lanka.

Jet Airways waived cancellation charges for tickets issued for travel on Chennai-Port Blair-

Chennai and Chennai-Colombo-Chennai sectors. Tickets issued separately on domestic

sectors in conjunction with onward journey on these routes were also entitled to this benefit.

Jet Airways has contributed Rs.50 lakhs to the Prime Minister's Relief Fund for rehabilitation

of the Tsunami victims of India. The Airline has also made a contribution of USD 55,000 for

similar efforts in the Island Nation of Sri Lanka to the President's Relief Fund.Additionally,

approximately 7,000 employees of Jet Airways have contributed one day's salary for relief

efforts of the Tsunami victims of the coastal areas of India.

Relief Efforts for the Gujarat Earthquake:

The January 2001 earthquake in Gujarat was a catastrophe of enormous proportions. The

devastation besides leaving thousands dead or injured also uprooted many. Jet Airways set up

750 temporary shelters for over 700 families of Ramvav village in Rapar Taluka of Kutch

district in the quake-devastated Gujarat as part of a massive rehabilitation programme.

This ambitious relief and rehabilitation effort was undertaken with active support from the

French aircraft manufacturer Avions de Transport Regionale (ATR) and the NGO Nivara

Hakk Suraksha Samiti (NHSS), which has vast experience in social organisation and housing.

Jet Airways and ATR together committed nearly Rs.5 million for this project.

Ramvav, located 350 km north-west to the State capital Ahmedabad and a further 115 km

from Bhuj Airport, has a total population 5,000 consisting of Ahire, Jadeja, Rabari, Harijan,

Kholi, Pawa, Wagri and Darbari communities. The severely affected village reported over 50

calamities during the January 26 earthquake.

A joint team comprising of experts from Jet Airways and NHSS toured several villages in the

state in the immediate aftermath of the quake before finally deciding on Ramvav - a remote

village along the Rann of Kutch - for rehabilitation.

Subsequently, a detailed social survey was organised to establish a close relationship with the

quake-affected populace as well as to involve its participation in the project.

Nearly 50 volunteers from Mumbai worked together with the villagers for ten weeks to set up

temporary, quake-resistant accommodation for Ramvav and tented hostels for staff and

students of three schools in the nearby Nilpar, also in Kutch district.

Ramvav was a part of Jet Airways' commitment to enhance relief efforts in beleaguered

Gujarat since January 27, 2001 when it became the first private airline to land in ravaged

Bhuj the very next day after the devastating earthquake with doctors, paramedics, and

medical and relief supplies. A Crisis Coordination Committee headed by Jet Airways Vice

President, Support Services was constituted in the wake of one of post-independent India's

unprecedented calamities to monitor operation of special flights.

The 15-ft X 10-ft tents set up to provide accommodation to the quake affected people,

comprised of a pre-fabricated steel structure that could be assembled in a matter of an hour

and a half. The roofing was double layered with the inner layer made of bamboo mats and the

top covered with mud-coated tarpaulin. This combination provided insulation against the

extreme temperatures of the Kutch region. A door was provided in the front part with

provision for ventilation in the rear.

Well-known Indian architect P.K. Das designed the tents, with active involvement of

Mumbai based Council of Architecture. The cost of each tent, including transportation and

installation, was Rs.6, 500.

Fabricated in Mumbai and Ahmedabad, the tents were designed so that they did not require a

change of canvas for two years. Designed to provide shelter till the villagers were able to

reconstruct their homes, these tents will also serve as emergency shelters during any future

calamity. In brief, this also constituted building up of a bank of emergency shelters in a

region prone to cyclones and earthquakes. Jet Airways, therefore, considered this as an

investment for the future too. Alternatively the tents can also be used as storage or cattle

sheds once the villagers have moved to their reconstructed homes.

Between January 27 and February 4, 2001 the airline, apart from the daily Mumbai-Bhuj-

Mumbai flights, operated seven additional flights to facilitate transportation of relatives of

victims and representatives from relief organisations to reach Bhuj, and also carried over 60

tonnes of relief cargo including foodstuffs, blankets, medicines and rescue equipment. All

flights operated with a full complement of passengers and cargo.

Jet Airways cargo offices through its route network were instructed to accept all relief

material from recognised governmental and non-governmental agencies for urgent despatch

to Gujarat. The relatives of the victims carried relief material and no excess baggage was

charged towards the same.

Also, the over 4,000 employees of Jet Airways voluntarily contributed a days' salary for the

month of February 2001 for rehabilitation of Gujarat victims.

Magic Box - Contribution to Osmanabad and Kargil:

Jet Airways launched its inflight collection programme the 'Magic Box' in association with

the NGO Save the Children India (STCI) on January 7, 1997.

This unique inflight charity collection has contributed, over Rs. 65,84,668 till end-June 2006.

This fund has been utilised in development activities in remote Kargil, improvement of

education and health care facilities in quake affected Osmanabad district in Maharashtra and

in the fight against trafficking of women and child prostitution in the Indian Subcontinent.

Among the notable achievements of the Magic Box of Jet Airways is SPARSH (Sastur

Project of Action Research Services through Hospital), which came into being at Sastur

Village in Osmanabad district in Maharashtra after the terrible earthquake there. This is being

run by the funds generated through Magic Box and extends advanced medical care to the

inhabitants of almost 257 villages. Jet Airways' inflight collection has contributed

significantly in running of the SPARSH, which makes available integrated, preventive,

curative and rehabilitative health services to the earthquake victims of Latur and Sastur

villages in Osmanabad District.

Jet Airways, carried more than 2,000 kilograms of relief material including blankets, milk

powder and clothes for the use of affected people of Kaksar village in Ladakh, one of the

worst affected regions on the border of the State of Jammu and Kashmir during the Kargil

conflict. Kaksar along with the villages of Latur and Hunderma have been adopted by Save

the Children programme under the activity titled K3 (Kaksar-Kargil-Kashmir) programme to

rehabilitate the affected populace.

Other significant projects run by Save the Children, include pre-schools for the urban slum

children in Mumbai and a special care centre for the mentally retarded and hearing impaired.

Another unique project of Save the Children is to respond and build confidence among

pregnant women who are HIV positive with a view to decreasing the infant mortality rate.

As a continuing effort through February and March 2001 all contributions by passengers to

Jet Airways' unique inflight Magic Box collection were directed through Save the Children

organisation to the benefit of children rendered homeless and orphaned by the Gujarat quake.

Eco-friendly Napkin Cords on Première Class:

Jet Airways has engaged the services of Shraddha Charitable Trust - a registered NGO who

train and provide post school vocation to their mentally challenged and autistic young wards.

The airline has chosen and placed bulk orders for one of the Trust's in-house products - a

napkin cords made of jute, exclusively for their Première Class service on their long-haul

international flights to London on board the Airbus 340-300 E aircraft.

While being eco-friendly, the fabrication of this Napkin Cord entails100% involvement of

both high and low performing students. Jet Airways is proud to be associated with Shraddha,

and to be able to showcase and support the skills of these special children.

Proceeds from sales of these products form a stipend for their special employees. This helps

to generate a sense of fulfilment and self-reliance for these children.

Special employees are taught to master simple skills like pasting, folding, assembling, etc.

These skills are then applied by these special employees to create eco-friendly innovative

products made from jute, bamboo, dried leaves etc. and are sold through NGO fairs and

exhibitions.

Since inception, Jet Airways has been participating in community building and lending

support to various NGOs, as part of an on-going programme of Corporate Social

Responsibility.

Magic Box -Jet Airways' In-flight Collection Programme:

Jet Airways launched its in-flight collection programme the 'Magic Box' in association with

the NGO Save the Children India on January 7, 1997. This fund-raising programme for Save

the Children India is unique to Jet Airways, and is implemented on all its flights in the

airline's domestic network, thereby allowing its guests to participate in this noble cause.

Guests can contribute onboard through Cash / Cheque or Credit Card in the Save the Children

India envelope placed in the seat pocket or could request the crew for the same and put it in

the Magic box brought around by our Cabin Crew. Jet Airways does not take any

responsibility towards issuing receipt. The receipt will be provided by Save the Children

India if the contact details are mentioned on the envelope.

Save the Children, include pre-schools for the urban slum children in Mumbai and a special

care centre for the intellectually impaired and speech and hearing impaired. Another unique

project of Save the Children is to respond and build confidence among pregnant women who

are HIV positive with a view to decreasing the infant mortality rate.

Other Activities:

Every year, Jet Airways, together with various NGOs organises one or two "Flights of

Fantasy" for the underprivileged children. Under this unique initiative, children belonging to

underprivileged sections of Society are initiated into the world of aviation through special

dream flights. Together with NGOs, corporate partners are also involved. Jet Airways has

conducted several such flights at Mumbai and Chennai.

With effect from July 2005, Jet Airways commenced operating military charters for the

Indian Army to transport troops to Thoise to facilitate the travel of military personnel

stationed in Siachen.

On January 15, 2006, a team of 30 Jet Airways employees participated in the Standard

Chartered Mumbai Marathon 2006 to raise funds for the children of 'Magic Bus' an NGO that

uses sports to change the lives of the city's most at-risk children. As an Indian operator, Jet

Airways would be proud to be of service to the country in any other manner if necessary.

5. Conclusions

I would like to conclude that Jet Airways Company which is providing Services should

increase its Overseas routes to get full fledge global recognition, and more over the services

offered by jet airways should be improved in terms of quality. Finally this is a very great

company because in recession also jet airways stood up strongly in the market and it created

trusty image in the minds of investors and also it acts as the core competitor for all other

aviation companies in Recession period.

Bibliography of SM

http://www.jetairways.com/EN/IN/JetExperience/corporate-profile.aspx