From gourmet meals to Adidas sneakers for crew: Akasa Air's unique approach to fly high

In an industry often characterised by high-decibel campaigns and attention-grabbing headlines, Akasa Air has subtly taken a different path. In just three years of operations, the airline has adopted a deliberate, people-first approach—prioritising employee well-being, customer experience, and operational readiness over flashy marketing spends. And that strategy is paying off, says Belson Coutinho, co-founder and chief operating officer, Akasa Air. 

New service brands, particularly in competitive sectors such as aviation, generally launch with extensive awareness campaigns and aggressive media plans. Akasa, however, has taken a measured path, relying instead on trust-building initiatives rooted in purpose and execution.

“At the heart of this philosophy lies a belief that doing the right thing not just for customers, but for employees, creates a ripple effect that’s more powerful than any ad campaign.” 

Unlike the high-decibel marketing tactics, Akasa’s approach is thoughtful and utilises multiple channels. 

Coutinho says the airline relies heavily on digital storytelling, social media engagement, regional media, and word-of-mouth communication.

“We’re not chasing noise. We’re creating meaningful moments and letting them speak for us. It’s not about mass campaigns. It’s about using the right platform to reach the right audience with the right message,” he adds.

For instance, the airline utilises regional media in Tier 2 and Tier 3 cities, while also ensuring a robust presence on social media. 

“When we launch a product or service—such as pet travel or SkyEase sneakers—it’s accompanied by a full ecosystem: trained staff, policy changes, infrastructure, and then, finally, communication. We won’t promise something we’re not operationally ready to deliver. That discipline is part of our brand DNA.”

The airline has introduced several initiatives, including Café Akasa (offering gourmet meals in-flight), in-cabin pet travel, gender-neutral uniforms and now footwear for crew members. These elements serve as natural storytelling tools that generate content, conversation, and credibility.

Collaboration with Adidas

Akasa Air has partnered with Adidas to launch SkyEaze, a custom-designed sneaker available exclusively for its cabin crew and ground staff. This collaboration represents a groundbreaking moment in Indian aviation, as it is the first instance of an airline partnering with a lifestyle brand. 

“This initiative is a small yet meaningful way to improve the daily lives of our employees. They’re on their feet all day, whether walking through terminals or onboard flights, and these sneakers are designed to support them every step of the way,” says Coutinho. 

According to him, this represents a complete commercial investment from Akasa. 

“Adidas has helped us maintain quality. Our starting point is always functionality and comfort, whether it’s our uniforms or footwear. We invest time and effort into ensuring our crew is comfortable through long working hours, with sneakers that are easy to wear and maintain between flights. Being a youthful, employee-first airline allows us to infuse some style and fun into the process.” 

Employee branding 

Coutinho says that, as a young brand, it’s important for them to be an employees’ choice. When asked whether employee branding is a core part of the airline’s strategy, he responds, “We don’t start with branding in mind—our focus is employee centricity. We build better policies, better gear, and better workplaces for our people. Employer branding is simply the result of doing the right things.”

He also indicates that more brand partnerships are expected to be announced shortly. “While I can’t reveal specifics just yet, our belief in collaboration runs deep. To innovate and grow sustainably, you must partner with like-minded brands. That’s how we extend our ecosystem and elevate the experiences we offer.” 

“Being a youthful, employee-first airline allows us to infuse some style and fun into the process,” he adds. 

Challenges 

While Akasa’s name is increasingly recognised among consumers, the team behind it remains realistic about the work that lies ahead.  “We’re pleased with where we are, but of course, there’s always room for growth,” says Coutinho.

He admits that there might have been chances to achieve more in Tier 2 and Tier 3 cities. 

“In hindsight, we could have expanded quicker in certain regions—but our approach is deliberate. We’ve built a strong emotional connection with our audience by focusing on doing the right things internally—happy employees, well-designed services—and letting that word-of-mouth travel. It's a long game, but it’s working.”