Wadia Group-owned GoAir has rebranded itself as Go First as the airline focuses on an ultra-low-cost based business model amid the aviation industry grappling with pandemic headwinds.

The announcement recently released amid reports that the airline was preparing for an initial share sale to raise funds for its ambitious expansion plans. The Go First as ULCC (ultra-low-cost carrier) would operate single aircraft type across its fleet, which currently has both Airbus A320 and A320Neos (new engine option) planes in operation.

With a 7.8 market share percent in March, the city-based airline breached the 10 percent market share threshold for the first time in June 2014, and barring a few occasions it kept hovering in the sub-10 percent range till the emergence of the pandemic last year.

The airline states that at the heart of the latest revamp is the full embrace of the ULCC model and was in the process of transitioning all its operations under this new brand.

The improvement comes against the backdrop of the airline industry battling with lower passenger numbers and travel restrictions due to the second COVID-19 wave.

With the youngest average fleet among Indian LCCs (low-cost carrier), the majority of which are A320 Neos, high-density seating, single aircraft type across its fleet, Go First is positioned to get ahead of its peer group by operating with the ULCC model, the sources said.

The airline expressed that it is this 'competitive advantage' that enables it to offer its customers a combination of 'ultra-competitive.

Kaushik Khona, CEO, Go First, states, “The airline has stayed resilient during the really tough times of the past 15 months. Even as the times continue to be extraordinary, Go First sees opportunities ahead. This rebranding reflects our confidence in the brighter tomorrow. The Go First Team will strive to deliver the brand and make 'You Come First' a reality.”

Ben Baldanza, Vice-Chairman, Go First, states, “India is a fast developing airline market and consumers in the country are hugely value-conscious but are quite demanding when it comes to the flying experience. The combinations of attractive airfares, a squeaky-clean flying experience, well-sanitized flights, and on-time performance are what Go First is designed to deliver. And, that is exactly at the core of our brand and service.”

“As young India changes the way it travels, seeking speed, convenience, and yet demanding value, Go First is determined to be part of the socio-economic momentum to chart its next phase of growth,” added sources.

Recently, it has set its sights on a major expansion drive in terms of network and aircraft fleet and is betting big on its ULCC model. While the sector is facing temporary headwinds, we at GoAir believe that the airline is uniquely placed with its inherent ultra-low-cost structure that has always stood us in good stead.

In March, founder Jeh Wadia from the promoter family stepped down from the company's management, and Baldanza was chosen as the vice-chairman. Baldanza has been accredited with reviving and taking public Spirit Airlines in the US.