When Austrian Gustav Baldauf, a former pilot with 14,000 hours of flying experience, took over as chief operating officer at Air India in the troubled times of 2010, many thought it was the turning point that the beleaguered airline had been waiting for. Its day-to-day operations needed as much fixing as its mounting debt and loss of market share did.
Yet, on February 28, when Baldauf resigned from the company, it looked like the cause had been lost. Operations were as muddled as before: The merger of Air India and Indian Airlines was still on paper with the two wings operating pretty much independently; there was a strike notice from the staff union; debt had mounted to Rs. 15,000 crore; two more senior officials — Pawan Arora, COO of Air India Express and Stephen Sukumar, chief training officer — had also quit.
And, at least to casual observers, it looked like the new civil aviation minister, Vayalar Ravi, had taken things in his own hands, undermining the nascent turnaround strategy that was being put in place. A career trade unionist who had been in the labour movement for nearly 60 years, Ravi sent shivers down the collective spine of pro-reform forces. It was a reasonable question to ask if Air India was slipping out of the control of the business-side guys such as Chairman and Managing Director Arvind Jadhav.
It turns out that reality is quite different. Baldauf may not exactly have been the face of reform that was defeated by status quoists. Instead, he alienated himself from the agenda by missing the cultural nuances of a giant public sector company and the bureaucratic compulsions that come with it.
Perhaps, he handled Air India like a private company, which it isn’t. “Captain Baldauf made dozens of presentations on what needed to be done. Unfortunately he was unable to execute any of it,’’ says a senior executive who had worked closely with him. The COO’s biggest failure was the inability to realise that even though the merger was complete on paper, employees were still operating under two entirely different conditions. Below the general manager level (98 percent of the workforce), they were actually two different airlines, Nacil A and Nacil I. He came at the problem assuming he was dealing with one. The pitch, roll and yaw — Captain Baldauf lost control of all.
On the contrary, Vayalar Ravi seems to be taking a pragmatic approach. Being the seasoned negotiator that he is, Ravi is working towards a solution that will be binding on all parties — the unions, the management and the government. He is able to appreciate the complexities of integrating two separate staff forces, with different pay scales and service rules. Through his goodwill with the unions, if he is able to push through a wage cut and tougher productivity-linked compensation, he will have achieved where others failed.
On his part, CMD Jadhav has gone on an overdrive to fix the business model. He is making fundamental changes to how the airline is run, boosting its international profile and revving up plans to use the spanking new aircraft fleet better. If Ravi’s human touch succeeds, Jadhav’s business excellence can put a unified Air India back in the game again. Lets face it, government ownership means that Air India can never be like a privately-owned airline, but it does have the advantage of a huge infrastructure and extensive network. If it is put back on the recovery track, it could even be privatised some day. The high-profile exits would then be just a distant memory, not a crippling damage as some would fear.
Yielding Place to Old
The second big push towards improved revenues will be Air India’s entry into the Star Alliance, expected this July. The last hurdle for the entry was information technology integration and a common code, which was completed in February with the introduction of SITA’s passenger service system. This IT backbone, which cost the airline $190 million will provide Air India an online booking engine, departure control system, check-in and automated boarding control, baggage reconciliation system and a frequent flyer programme. Critics say this should have been done long ago. (Even at Star Alliance, a grouping of 27 global carriers, there has been a souring of relations as they waited for almost four years so that Air India could get its system in place.)
(This story appears in the 25 March, 2011 issue of Forbes India. To visit our Archives, click here.)
Good story. Arvind Jadhav, with the new Aviation Minister dealing with employees may be able to take out AI out of its already deep grave.The strategies also look good except for the fact that Arvind Jadhav has to realise that all other foreign airlines do not depend on any other passenger load but the Indians. All airlines are gung-ho about the potential of the Indian market. Hence it would be prudent for AI to concentrate on the Indian market and make its mark there. This and AI 's entry into Star Alliance would actual help AI garner better market share and revenues.
on Mar 16, 2011