Air India crash: Devastating tragedy threatens carrier's ambitious turnaround

The tragedy happened as Air India was on the "final climb phrase" of its brand transformation after the Tata buyout

Watch LiveBritish Broadcasting CorporationHomeNewsSportBusinessInnovationCultureArtsTravelEarthAudioVideoLiveHomeNewsIsrael-Gaza WarWar in UkraineUS & CanadaUKUK PoliticsEnglandN. IrelandN. Ireland PoliticsScotlandScotland PoliticsWalesWales PoliticsAfricaAsiaChinaIndiaAustraliaEuropeLatin AmericaMiddle EastIn PicturesBBC InDepthBBC VerifySportBusinessExecutive LoungeTechnology of BusinessFuture of BusinessInnovationTechnologyScience & HealthArtificial IntelligenceAI v the MindCultureFilm & TVMusicArt & DesignStyleBooksEntertainment NewsArtsArts in MotionTravelDestinationsAfricaAntarcticaAsiaAustralia and PacificCaribbean & BermudaCentral AmericaEuropeMiddle EastNorth AmericaSouth AmericaWorld’s TableCulture & ExperiencesAdventuresThe SpeciaListEarthNatural WondersWeather & ScienceClimate SolutionsSustainable BusinessGreen LivingAudioPodcastsRadioAudio FAQsVideoLiveLive NewsLive SportHomeNewsSportBusinessInnovationCultureArtsTravelEarthAudioVideoLiveWeatherNewslettersWatch LiveDevastating crash threatens Air India's ambitious turnaround 15 hours agoShareSaveNikhil InamdarBBC News, LondonArchana ShuklaBBC News, AhmedabadShareSaveGetty ImagesRelatives and neighbours of 14-year-old Akash Patni, one of the crash victims, mourn as they wait for his body Days after the devastating Air India-171 crash killed at least 270 people, investigators from across the world are putting their heads together to find out what exactly went wrong. So far, there is no indication of where the fault lies, and it could take months before we have an answer.

But as the waiting game begins, the Tata Group - which owns the airline along with other iconic brands such as Jaguar Land Rover and Tetley Tea – confronts a litany of unprecedented challenges at a critical juncture of the carrier's ambitious turnaround.

The narrative was just beginning to change for Air India in the lead-up to the tragedy.

In the hands of a new private owner - the Tatas bought the airline from the government in 2022 – Air India showed an operating profit, better revenues and fewer customer complaints.

Although disgruntlement about poor service standards, dysfunctional in-house entertainment and flight delays hadn't entirely gone away, there was an understanding that these were niggling transition troubles as the airline undertook multiple complex mergers to streamline its operations.