As Tata reimagines Air India brand, its Maharaja mascot may become history

The Tata Group is planning to change the iconic Maharaja mascot, which has long been a part of the identity of Air India, The Economic Times (ET) has reported. The change of the brand mascot is part of Air India’s larger brand revamp strategy, which was started last year.

A person aware of the development told the newspaper that Air India aspires to become the carrier of choice for people flying in and out of India. A large number of passengers are expected to be business travellers and corporate executives who may not connect with Maharaja, who wears a turban and has a large moustache on his face.