BANGALORE: Air Deccan and Café Coffee Day (CCD) are initiating a cross-promotion exercise. CCD will find ad space on Air Deccan's aircraft (23 in number, flying to 46 destinations in India currently) while Air Deccan will have a visibility in CCD's outlet's (currently 252 in 60 cities in the country and one in Vienna, Austria).

CCD will also supply all the foods and beverages (f & b) on Air Deccan's flights.

 
Air Deccan needed a reasonably priced and standard quality f & b for which the passenger has to pay extra on flights, the synergies matched and hence the deal explained Air Deccan chief Gopinath. A co-branded menu card was also released to the press.

Air Deccan passengers will receive discounts on purchase of merchandise like coffee powder and gift packs at all Coffee Café Day outlets against their boarding pass. The initiative starts with four of Air Deccan's flights emanating out of Bangalore starting tomorrow.

 
 
This agreement does not restrict CCD from supplying to other Airlines, neither is it time bound. Both companies will work together as long as they are comfortable with each other. CCD has to manage the f & b supply chain to Air Deccan's six depots in India.

 
 
Both companies refused to disclose the size of the deal and the profit sharing basis. Speaking to indiantelevision.com, CCD's Malhotra expressed confidence that monthly revenues from this stream would go up to Rs.20 million once the national ramp up is complete and more routes are added by Air Deccan.