India's Tata Group has unveiled a new logo, branding, and livery for Air India as part of a multi-million dollar transformation.
The logo includes a design with golden, red, and purple colors, and will replace the old one of a red swan.
Campbell Wilson, the CEO, said the company will not completely do away with the airline's iconic mascot of a cheerful Maharaja, which has been one of India's most recognizable symbols.
But they would "move beyond" it while retaining the mascot's elements that spell hospitality and service.
Air India was founded by the Tata Group in 1932 before it was taken over by the government in 1953.
Since taking control, Tata has spent millions of dollars to update the air carrier's fleet. In February, the company announced a deal with Europe's Airbus and US-based Boeing to buy a record 470 new aircraft as part of the airline's push to become a bigger global player.
At the launch ceremony on Thursday, Tata Sons Chairman N Chandrashekaran said that the airline's immediate priority was to refurbish its entire fleet and bring it to an "acceptable level".