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Aviation experts suggest that AirAsia, in tie-up with Tata group, utilise the brand reputation of the top Indian business organisation. Apart from its international success, AirAsia is going for its tie up with the Tatas in India. Jagdeep Kapoor, Chairman & Managing Director, Samsika Marketing Consultants, suggests using this tie-up in the company's identity building.

If it (AirAsia) can use the Tata name as a prefix or suffix or in some manner at all in its communication/brand identity, it will get a major fillip on the credibility aspect, he says. While some others suggest that AirAsia would have to do without its ancillary- revenue streams such as charging for check-in luggage, Alpana Parida, president DY Works, suggests adding some frills to the no-frill chapter - bring back the food. Indians love food. And food for Indians is the equivalent of good hospitality. AirAsia can distinguish itself on this parameter. What is needed is not the sanitised sandwiches but something more suitable to the Indian palette. If the airline succeed on this count, it has a winner.

The flier may forget everything but not the food he's been served, says Parida. She suggests a wider change in AirAsia's branding stance, giving India a permanent position in its roster. She points out when the West says Asia, they always speak of South East Asia. India is never considered a part of it. It is always the Indian subcontinent. If AirAsia can, in some way, create an all- inclusive Asian brand identity, Indians will find it far more comforting to accept the airline and relate to it.