In the golden age of air travel, Air India was far ahead of its contemporaries, including British Airways and American Airlines. Today’s cash-strapped airline was once unrivaled in advertising its uniqueness, selling its flights, pampering travelers on board, perfecting every detail, and pooling air hostesses. So unapologetic was legendary aviator JRD Tata’s obsession with perfection and excellence that first-time flyers were required to be familiar with “Air India etiquette” regarding dress code, bathroom manners, dining manners and on-board behavior through an illustrated booklet called ‘Better Acquainted.’
Though the Maharaja became the mascot of Air India in 1946, it was the finest breed of air hostesses in flamboyant uniforms and with an inimitable aura of sophistication, who held the attraction of Air India flights in the bygone days. The glamour of ‘Air India women’ and the luxury of flying the national airline were synonymous back then.
The fashion of Air Indian hostesses remained westernized for two decades until saris were adopted as part of the rebranding of Air India in foreign newspapers and magazines, at the beginning of the 1960s. Again, the airline went against the wind introducing silk saris for air hostesses in the heyday of miniskirts and bell-bottoms.
The saris were part of Air India's branding and etiquette. The air hostesses were often considered to be the epitome of glamour, dressed in heavy Kanjivaram silk saris made in government mills.
JRD Tata realised that if he wanted to create a Maharaja brand with Oriental luxury and the exoticness of India, he needed to showcase that in his air hostesses as well.
Gradually the Air India drape style became famous - in which you had to fold your pallu into pleats, neatly keep it on the shoulder and meticulously pin them in place so that your hands were free. The air hostesses were taught how to drape saris during their three month training period.
The sari clad cabin crew of Air India was so distinctly Indian that when they walked in the airport, everyone turned and looked at them. It was a moment of pride for them.
When Jumbo Jets were introduced in the 1970s, there was a Maharaja lounge for first-class customers where the air hostesses had to dress up in a ghagra-choli with silver jewellery such as matha tikka for the forehead and juttis. By the 1970s, senior air hostesses also had the option to wear churidars paired with short kurtas besides saris. Air India's saris and salwar kameezes conveyed the airline's brand image of being very Indian yet chic and modern.
The changes in Air India uniforms over the decades reflect the shifts in the approach to travelling. In the 1950s and 60s, travelling was a real privilege and you dressed up for a flight because it was a special experience, not as ordinary as today. The uniforms of those days reflected that whole aura around travelling.
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