Adarsh Journal of Management Research

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Owne d by India' s biggest liquor baron, Dr Vijay Mallya, Kingfisher Airlines (KFA) is one of t h e finest luxury airline s of India. Base d in Bangalore, KFA started operations in May 2005 as a wholly owned subsidiary of the United Breweries Holdings Limited (UB group). KFA entered the Indian aviation market at a time when the low cost service model had galvanized the market and had made air-travel accessible to the Indian middle class. Jet Airways was good and on time, but was for busy executives; Air Deccan was for the aam aadmi (common man), a sort of shuttle service, while the others either didn't matter or were too small.
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