Maharajah’s reign as mascot of Air India could end

Air India’s Maharajah mascot may step back and get a new role as the Tata Group embarks on a long-awaited revamp of the national carrier’s brand, having taken it over in January last year following the airline’s privatisation.

The airline is likely to continue using the Maharajah image for its airport lounges and premium classes but won’t be used as a mascot, said people with knowledge of the matter. The Maharajah has had an iconic association with Air India since 1946, while the carrier’s logos have also included the centaur, the rising sun and a flying swan through the decades.