UB Group, the Indian brewer, has embarked on the ultimate brand extension exercise for its Kingfisher lager by launching a low-cost airline.
It bought four Airbus planes for the budget airline last week and took out options for eight more aircraft. All will have the best-selling Kingfisher brand emblazoned on the side.
Vijay Mallya, UB’s chairman, said the group had been looking for the chance to make more of the Kingfisher brand, which is best known as a beer that accompanies curries in Indian restaurants.
The Business 25/07/04 page 5
