The low cost airline is one of the most competitive industries to have functioned in this country. The industry is fierce, and many airlines have shut their operations citing massive losses. If this is the case, then how did a small airline that was founded by two unknown people make it to the stars?
This is despite the chances of growth being low, due to the massive competition. Some of them include Air Deccan, SpiceJet, Kingfisher Airlines, and GoAir. As you may know, some of them have already shut down their operations.
That is because the low-cost airline industry is not very profitable. The chances of making profits, and providing exceptional services, are not possible. So how did they do it? That is what the book, Sky High: The Untold Story of Indigo by Tarun Shukla is all about.
In 2006, an unknown name, IndiGo wanted to get inside the aviation industry. What kind of a market strategy did they employ to taste success in this low-profit industry? Another interesting thing to note here would be that both the promoters Rahul Bhatia and Rakesh Gangwal had a conflict and were not on talking terms either.
However, the book provides you with some keen observations by the author, detailing the marketing strategies to generate profits for their company. The book was possible thanks to the undying efforts of the author.
He has gone deep where no other has decided to go, with numerous visits to their offices, and even has spoken to the founders about their work & relationship. As you read, you can feel the sense of purpose, patience, and resilience in the founders.
These skills were required to succeed in a massively competitive industry. Rakesh Gangwal who was one of the founders had opulent communication skills. This helped them seal the deal with suppliers and source materials when it seemed impossible.
Rahul Bhatia, according to the author, also had numerous skills like being detail-oriented and operations-focused. This too was required for the airline to stand tall among the ruins. Tarun Shukla has done a fabulous job in penning this book.
About the author
Tarun Shukla is a journalist who has more than 20 years of writing experience about the aviation industry. He specialises in working with popular publications including The Wall Street Journal, The Economic Times, Mint, Hindustan Times, and The Pioneer.
Tarun has worked on articles about India's air safety gaps. You will be amazed to know that this work got a Society of Publishers in Asia gold award. The author is known for his deep research work, providing the truth to the readers.
Besides, his writing style is simple, and you can effortlessly understand what is being provided to you in the content. This form of writing style has enabled him to gain a massive fan following both in India & abroad as well.
Conclusion
Sky High: The Untold Story of Indigo by Tarun Shukla is a phenomenal book that talks about the aviation industry. He has pointed out very rightly, that with the right kind of leadership & innovation the future of the airline industry can be sustained.
That is what is being discussed about Indigo, who have managed to survive for so many years, with others closing down and facing massive losses. It is safe to say that the author knows what he is doing, and has taken the effort to dig deep to find out the truth.
His observations are spot on thanks to the fact that he has been working in this industry for more than two decades. Whether you are an aviation enthusiast or want to know how to stay afloat in a tight business, you will find this book spell-binding.