Every large brand eventually reaches a moment when the machinery it depends on breaks down.

What’s significant is not how large a disruption occurs, but whether the organisation recognises the nature of the moment.

Some firms slow themselves deliberately so as to repair the damage, while others accelerate straight into their own suicide.

IndiGo now finds itself confronting such a decision point and , as it appears, seems to be making a right royal mess of it.

IndiGo at a Breaking Point

Indigo is a marvellous brand, so sharp in its differentiation. The airline’s success rested on an unusually disciplined operating rhythm. Flights turned around faster than much of the industry, arrival times held with statistical consistency, and the experience of travelling with IndiGo seemed engineere

See Full Page