NEW DELHI: At a time when big players like Jet Airways and Kingfisher are reducing frequency and cutting costs aggressively to stay afloat, the south-based Paramount Airways is quietly expanding into the western region. It is also introducing a series of valued-added features including in-flight shopping, a frequent-flier programme that promises to be a lifestyle product, concierge services and gifts for passengers.

The strategy adopted by Paramount is in contrast to other airlines, many of whom are cutting down even in-flight catering costs. Paramount Airways, which had so far restricted its services to the south, is planning to add Pune to its network this month. The airline’s managing director M Thiagarajan said that Pune would be the third point in the western region to be connected by Paramount.

The airline has already launched flights to Ahmedabad and Goa. “For passengers from Pune, Ahmedabad and Goa, we offer connectivity to the entire south through our Chennai hub,” Mr Thiagarajan said.

The airline also plans to add more aircraft and capacity on routes like Chennai-Tiruchi as demand continues to grow.

Paramount’s move to add capacity and frequency when others are cutting costs is similar to its business model. While the low-cost trend was picking up, the airline launched operations with only business and first class, sticking to the top-end. At the same time, the carrier went for steady growth rather than rapid expansion.

The Paramount’s management feels that steady growth has enabled it to weather the turbulence that many airlines are facing now due to huge losses triggered by huge expansion within a short period. The focus of the airline is likely to be on bottomline and cash flows rather than pushing only for topline growth.

Paramount’s frequent flier programme is designed to offer golf club memberships, spa experiences and invitations for major cultural programmes for its members. These services will be in addition to routine upgradation and mileage redemption facilities. The programme will offer five categories of memberships.

The south-based carrier has also launched in-flight shopping where branded products would be offered at prices lower than market rates. A lucky dip in the form of a scratch card format has also been introduced to offer gifts like colour TVs at a nominal cost of around Rs 500.

Paramount connects the southern region extensively with flights to Hyderabad, Bangalore, Chennai, Thiruvananthapuram, Kochi, Visakhapatnam, Coimbatore, Madurai and Tiruchi. The airline’s first expansion outside the region has taken it to Ahmedabad, Goa and Pune.

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