Strategic Thought Transformation - The IIPM Think Tank

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R U P E R T B R A Y; C A T H A Y PACIFIC Sky is the limit... ...for Rupert Bray, Country Manager India, Nepal, Bangladesh & Bhutan! What started off as an airline with just a single plane 60- years ago, today has almost 100 aircraft in its fleet. Cathay Pacific has clearly recognised India as its most important market outside its home market China, and is focused on expansion here. The Hong Kong-based airline is almost doubling the cargo capacity out of India with direct flights to Mumbai and Chennai. On June 2, 2006, the airlines started a twice weekly turnaround service between Mumbai and Hong Kong. The man behind the hustle bustle of expansion plans in the Indian subcontinent is Rupert Bray, the Country Manager of Cathay Pacific for India, Nepal and Bangladesh. Bray is no stranger to the subcontinent, as six of the last seven generations of the Bray family were born in India. Rupert himself was born in England and educated at Wellington College and Bristol University. He joined Cathay Pacific in 1995 and has since worked in India and Indonesia apart from HongKong where he was, the Executive Assistant to Chief Operating Officer. After his stint as the Manager CATHAY PACIFIC IN INDIA Cabin Crew relations in the in-flight services department, Bray came back to India in 2004 as Country Manager. Bray married Mi Hyun, a Cathay Pacific crew member, who was also its cutout girl from 1999 to 2000. Bray and Hyun (now a homemaker) have a twoyear-old daughter Annabel and a three -month-old son Jamie. Bray admits to This is a very exciting time to be running Cathay Pacific in India being in love with India and whenever time permits he likes to take off on a tour to explore different parts of the country along with his wife. Amateur writer, amateur sailor, Bray plays his different roles with aplomb and is currently focused on his vision of linking Cathay Pacific Airways is based in Hong Kong and offers passenger and cargo services in over 35 countries and to 92 destinations. The airline started its services in India in 1953 with a flight from Hong Kong to Calcutta via Bangkok. At that time its head office was in Calcutta. It shifted base to Mumbai in 1976. Today it has over 15 offices in India. It operates passenger flights from Delhi as well as Mumbai, and has a strong freighter network with three flights each to Mumbai and Delhi. Cathay Pacific cargo is where the company is intending to focus its growth in India. Cathay Pacific Cargo has a network of 28 destinations around the world and carries more than 60,000 tonnes of cargo per month. The passenger aircrafts are also used for carrying cargo in its cargo space. India and China in the best possible way through the air route besides expanding cargo. Bray says, “This is a very exciting time to be running Cathay Pacific in India. The opening up of the Indian skies presents airlines and the travel community with remarkable opportunities as well as significant challenges. India is an important passenger and cargo market for Cathay Pacific. It is Cathay Pacific’s intention to continue to seek ways of expanding our coverage. Within my tenure, I hope to provide the Indian travelling public a greater opportunity to experience the Cathay Pacific service and delights of our home, Hong Kong.” Cathay has that rare distinction of being profitable in spite of the ever increasing fuel prices and the consequent recession in the airlines industry. “Cathay is a very unique airline as it is one of the really genuine private airlines and receives no backing from the government. That has made us a very versatile and resilient airline, particularly during times like SARS and 9/11,” says Bray. At present the company is big on cargo in India. It is one of the world’s top 10 air cargo carriers, which accounts for around 30% of its total revenues. Last year Cathay announced a 233% increase in cargo capacity to and from India. Currently it operates passenger flights to Delhi and Mumbai in India. “We are very keen to start some flights in various parts of India, but that’s subject to government approval,” says Bray. Though infrastructure still remains the biggest challenge for airlines, Bray is still confident that he is at the right place at the right time and Cathay will continue to grow along with the airlines industry in India... An IIPM Intelligence Unit Publication STRATEGIC INNOVATORS 91
B E S T P R A C T I C E S Martin Sorrell The quintessential leader 92 STRATEGIC INNOVATORS An IIPM Intelligence Unit Publication
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