WHEN INDIAN LIQUOR BARON VIJAY MALLYA LAUNCHED KINGFISHER AIRLINES IN 2005, MOST PEOPLE IN THE AIRLINE BUSINESS SAID IT WAS JUST AN ATTEMPT TO GET PUBLICITY FOR HIS BEER OF THE SAME NAME IN A COUNTRY WHERE DIRECT ADVERTISING OF LIQUOR IS BANNED AND COMPANIES HAVE TO RESORT TO SURROGATE MEASURES TO BUILD BRAND RECOGNITION. ANOTHER REASON FOR SKEPTICISM WAS MALLYA'S LARGER-THAN-LIFE PERSONA THAT IS ASSOCIATED WITH LUXURY YACHTS, SWIMSUIT CALENDARS AND THE GOOD LIFE. FEW WERE WILLING TO BET THAT HE WOULD HAVE THE PERSISTENCE NECESSARY TO SUCCEED IN A HIGHLY COMPETITIVE, LOW-MARGIN BUSINESS LIKE THE AIR TRANSPORT INDUSTRY.
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