Editor’s Note: AirlineGeeks is proud to present our ‘Livery of the Week’ series. Every Friday, a team member will share an airline livery, which can be from the past, present, or even a special scheme. Some airline liveries are works of art. The complexity associated with painting around critical flight components and the added weight requires outside-the-box thinking from designers. The average airliner can cost upwards of $200,000 to repaint, creating a separate aircraft repainting industry as a result.
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In 2023, Air India unveiled a new livery as part of a broader brand refresh under the Tata Group’s ownership. The updated design marks the first major visual overhaul for the carrier in decades and reflects ongoing efforts to reposition the airline for international growth.
The new livery features a clean white fuselage with a deep red underbelly and updated “Air India” titles. The tail incorporates a modernized version of the airline’s historic Indian window arch motif, rendered in a geometric gold and red design.
This new branding replaces the long-standing red-and-white scheme that included the signature jharokha-style window frames and the Maharaja mascot, both of which were associated with Air India for over 50 years. According to the airline, the new look is intended to represent a modern, confident India on the global stage.
The first aircraft to wear the new livery was an Airbus A350. The repainting process is expected to continue gradually across the existing fleet as part of a larger modernization program that includes fleet renewal, cabin upgrades, and enhanced service standards.
While public reception has been mixed, especially among those familiar with Air India’s legacy branding, the airline has positioned the redesign as a step toward aligning its identity with global premium carriers. With the Tata Group planning significant investments into fleet and infrastructure, the new livery is one of many changes aimed at revamping the airline’s image in a competitive international market.
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