JetLite, the former Air Sahara and now wholly owned subsidiary of Jet Airways India Ltd, has unveiled a new uniform for its staff as the airline commences a strategy of brand enhancement.
Unlike the very modern and western look projected by the cabin crew uniforms of parent Jet Airways, the new blue and white uniforms of JetLite, with their embroidered hip length ‘bandh-gala‘ or closed collar jacket, designed by Italian fashion designer Roberto Capucci, draws from the traditional Jodhpur style from the state of Rajasthan, blending it with a contemporary look. Capucci has also designed the uniforms of the Jet Airways cabin crew. The badges are in the airline’s base colour of light sky blue colour.
Since its acquisition of Air Sahara in 2007 and subsequent renaming to JetLite, the branding of the carrier has been in limbo. Industry watchers were unsure of Jet’s plans for its low cost subsidiary and whether the airline would be absorbed in to the parent. Ongoing litigation between Jet Airways and the original Sahara group forced Jet to commence another all economy service called Jet Airways Konnect. It appears that Jet has taken a decision to keep JetLite as a clear separate brand as JetLite aircraft cabins are also being refurbished in line with the new colour scheme. However the airline has not provided any details.
JetLite operates a fleet of 23 aircraft, which includes 17 Boeing 737 series and 6 Canadair Regional Jets 200 Series. The airline flies to 25 domestic destinations and 2 international destinations (Kathmandu and Colombo), operating over 110 flights a day, on average.