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From obscurity to established brand: How did Go First become India's low-cost airline pioneer?
Go First, originally named GoAir, is a low-cost airline based in Mumbai, India, and belongs to India's famous Wadia Group. Since it officially started operations on November 4, 2005, Go First has gone through many twists and turns, but its position in the Indian aviation market cannot be underestimated. The company became popular and attracted a large number of passengers, but in 2023, due to operational problems, it finally announced its suspension.
Go First's success story is a model for many small airlines and a reminder of how we can proactively pursue innovation and opportunity in difficult circumstances.
The company’s start and growth
GoAir founder Jehangir Wadia founded the airline under the influence of his father Nusli Wadia. Initially, GoAir operated only one Airbus A320 aircraft and flew to Ahmedabad for the first time in 2005. The company planned to increase its fleet to 36 aircraft by 2008, but as fuel prices rose, the plan failed to be implemented as scheduled.
Despite slow growth, Go First became India's fifth-largest airline in 2012, largely due to a strong focus on maintaining profitability. Its go-to-market strategy, unlike that of its rivals, focuses on making money rather than rapid expansion, which has helped it overcome multiple challenges in the Indian aviation industry.
“In the difficult situation of the aviation industry, Go First’s strategy shows the importance of sustainable operations.”
Brand transformation and international expansion
In 2018, GoAir successfully launched its first international flight from Delhi to Phuket, marking its first step into the international market. This expansion greatly increased the company's visibility and market influence. In 2021, GoAir changed its name to Go First. This rebranding reflects its vision to become not only a leader in low-cost aviation, but also an airline that pursues an excellent flying experience.
However, starting in 2023, the company began to face a series of operational problems. Several flights were canceled due to supply chain issues with the Pratt & Whitney PW1000G engines it relied on. These challenges eventually forced Go First to announce its shutdown on May 3 of the same year.
“The lesson we learned from the supply issues is that a stable supply chain is critical to the functioning of the aviation industry.”
Bankruptcy proceedings and future prospects
After the shutdown, Go First applied for voluntary bankruptcy to the National Company Law Tribunal. This news shocked the entire aviation industry, and the market was full of doubts about this once rapidly rising company. Faced with the imminent risk of dissolution, Go First attracted attention from multiple bidders, including Himalaya Airlines and several other potential investors.
As of February 2024, the company has successfully obtained approval to extend the bankruptcy resolution process, giving potential investors more time to submit restructuring proposals. This has led the industry to hope that Go First may be able to revive its distant vision.
Lessons learned and future possibilities
Looking back at the history of Go First, there have been successful decisions and lessons from failure in its development process. Its adherence to a low-cost model has given it a foothold in the market, but also left it vulnerable to supply chain crises. Whether the airline will be able to return to the skies and revive its former glory in the future remains a looming question.
“The story of Go First tells us that continuous innovation and flexible market response capabilities are the keys to success in the aviation industry.”
As the aviation market gradually recovers, will Go First be able to re-emerge and become a model of low-cost aviation?
