From profitability to bankruptcy: GoFirst’s downfall in the competitive Indian aviation industry

Research methodology This case has used SWOT Analysis, SERVQUAL Model, Porter’s Five Forces Model and Financial Analysis. Case overview/synopsis In 2023, GoFirst stood nearly grounded. An airline that started operations in 2005 and had a fleet size of 54 aircraft. This case study investigates the challenges faced by GoFirst, formerly known as GoAir, a prominent player in the Indian aviation industry. It comprehensively analyses the airline’s journey from its inception to its struggles during and after the COVID-19 pandemic. The case explores factors contributing to GoFirst’s financial crisis, operational challenges and legal battles with lessors. In various ways, they appeared to face a severe threat from low-cost carriers, the Covid-19 pandemic and increasing fuel prices. Additionally, it examines the broader context of the Indian aviation sector, including regulatory issues, competition and market dynamics. Complexity academic level This case is designed for MBA and executive education programs focusing on cross-disciplinary areas like strategic management, fundamentals of management, services marketing, brand management and aviation industry analysis. It is suitable for both graduate and executive-level courses. The case is ideal for a 75–90-min duration class.