Air Deccan: Revolutionizing the Indian Skies

This case study describes the story of the launch of Air Deccan, India's first Low-cost Airline, and the challenges ahead of it. It can be discussed in a course/module on 'Entrepreneurship.' It can also be used in a course on 'Strategy' to illustrate how a start-up with a strong value proposition could take on the well-established players in the industry, by 'frame-breaking' innovation. In addition to the usual approaches to cost containment adopted by low-cost airlines worldwide, Air Deccan has implemented several measures that are unique in the Indian context. This has resulted in steady increase in the market share of the airline, much to the consternation of the established players. It perceives the market as practically unlimited, and sees itself as the largest airline in India five years hence. The case discussion in the class can focus on the challenges that the company has to face to reach this very ambitious goal.