Connecting India, connecting with India

IndiGo also understands the Indian psyche very well, and has shown how the Indian mentality of wanting the moon for six pence can be tackled

It is the holiday season and one third of Consumer India is on an aircraft. Most likely seven of 10 travellers are taking an IndiGo flight. This column is a year-end salute to an Indian brand that is amazing at so many levels — even though it does sometimes feel like it is in the hostility business, making us stand caged in buses while they finish cleaning their aircraft.

Real brands like IndiGo exist beyond the narrow confines of their industry boundaries and shape the larger world they live in. For starters, IndiGo has actually managed to discipline an undisciplined, argumentative,