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The passengers of Air India's international flights will soon feel the pinch of the ongoing pilots' strike at home.
In an unforeseen cutback, the airline has decided not to show movies as part of their onboard entertainment system.
The strike has grounded 60 aircrafts and cost the airline a loss of Rs. 140 crore.
Air India, however, claims it has nothing to do with the strike and that it is simply changing the in-flight entertainment vendor. This will be fixed within days, it says.
This latest controversy is one more nail in the coffin of Brand Air India.
"In my opinion, the airline should shut down," said Atul Mangal, a jeweller.
"What is the kind of service standard? That is where I have said the management has not paid attention in defining and refining the product," said Jitendra Bhargava, former Executive Director, Air India.
The airline is fast losing public faith which has been fairly unshakable in its 79-year history. Over the recent years, it has slid down to number four position in the market and carries a massive debt of Rs. 40,000 crore.
"Three years ago they were the Number 1 domestic carrier. And now they have fallen in the ranks," said Ankur Bhatia, Executive Director, Bird Group.
More reason why the airline needs to end the strike, and soon.