New Delhi: Mumbai’s towering billboards, which hawk everything from the latest Bollywood movies to soda, block out more than some sunlight. They’re also a physical hurdle preventing Air India Ltd from reaching its potential on what should be one of its most lucrative routes.

The height of hoardings near India’s busiest hub means the Boeing Co. 777-300ER jets the carrier uses for non-stop flights to Newark, New Jersey, near New York City must fly 51 fewer passengers, or 15% below capacity, in order to clear them. That’s costing 10 crore a month in lost revenue, India’s junior aviation minister G.M. Siddeshwara told parliament on Monday.

For Air India, which is surviving on a 30,000 crore taxpayer bailout and hasn’t made a profit since fiscal 2006, the adjustment means further delays in eliminating losses. The billboards, some as high as a seven-story building, line the main road between Mumbai and the hub in a northwestern suburb.

“This is a very serious issue," said Mohan Ranganathan, a former commercial pilot and aviation safety consultant based in Chennai, who added that signs high enough to represent an obstacle to aircraft would violate standards imposed by the International Civil Aviation Organization.

The 16-hour non-stop Newark service operated by Air India requires the twin-engine 777s to carry a high fuel load, so any weight savings must come in the form of fewer passengers.

Bollywood ads

Air India spokesman G.P. Rao and Vaibhav Tiwari, a spokesman for GVK Power and Infrastructure Ltd’s Mumbai International Airport Pvt. Ltd, didn’t respond to calls seeking comment.

United Continental Holdings Inc. also flies non-stop between Mumbai and Newark, using the smaller 777-200. The billboards don’t affect United’s operations or capacity, Mary Ryan, a spokeswoman for the Chicago-based carrier, said in an email.

On the highway to the airport most of the hoardings are located on top of or between residential high-rises. While some of the tallest are to be found 12km from the hub, in a residential neighborhood 2km away at least 15 billboards can be found along a 600-meter road—peddling an eclectic mix of affordable suburban homes, the latest Bollywood movie and deals on domestic flights.

Airports Authority of India, the former monopoly airports operator and a stakeholder in Mumbai airport, acted to remove some billboards after complaints from Air India, according to the minister’s statement.

Saddled with more than 38,000 crore of debt, the carrier is also seeking compensation from Boeing for delivering overweight 787 jets it says don’t meet fuel-efficiency targets. Bloomberg

Close