Jet Airways buys Air Sahara — ₹1,450 crore
Jet Airways acquired Air Sahara for ₹1,450 crore and renamed it JetLite, creating a integration headache for its frequent flyer program. This historical event has no direct impact on current cardholders but serves as a reminder of the complexities of managing multiple brands and loyalty programs.
Jet Airways acquired Air Sahara for ₹1,450 crore and renamed it JetLite. This deal was closed on April 16, 2007. JetLite was positioned as a hybrid low-cost brand to compete with IndiGo, GoAir, and SpiceJet. The acquisition created a integration headache for Jet Airways as it had to manage two frequent-flyer-adjacent domestic brands under one house. The impact of this deal on Jet Airways’ frequent flyer program, JetPrivilege, was significant as it had to be integrated with the existing program. Our take: this historical event is a reminder of the complexities of managing multiple brands and frequent flyer programs, and cardholders should be cautious of such changes when choosing their loyalty programs.