journalist once asked Richard Branson of Virgin how one could become a millionaire. The maverick replied, "Become a billionaire and start an airline."

Billionaire Indian brewer, distiller, and chairman of UB Group, Vijay Mallya, will undoubtedly be hoping that Branson�s wisdom does not apply to him. Amid a lot of hullabaloo, Mallya recently announced his plans to launch a �value-based� carrier. The �value� factor was played up to distinguish the airline from LCAs (low cost airlines). Though Kingfisher Airline will not join the price war in the sky, it claims to have the lowest cost per-seat-mile in the country. Low turnaround time, maximum capacity utilisation, low operating overheads by outsourcing and extensive use of IT is music to the ears. But just in case the situation demands a fight and he is forced to remove his famous sword from the scabbard, Mallya is "ready for a bloodbath". ... more