Sudeep Ghai

Strategy, Start up & Commercial (Founder)

Airline Start-up, Strategy and Commercial Performance Improvement

Sudeep specialises in airline start-up, corporate strategy and commercial performance improvement. He focuses on start up planning and meeting revenue and profit targets.

Before Athena Aviation, Sudeep was the Chief Commercial Officer of Sama, a Low Cost Carrier (LCC) in the Kingdom of Saudi Arabia, where he led over 100 staff across sales and distribution, marketing, network planning and revenue management. Prior to this, he was project manager and Interim Head of Sales at Virgin Nigeria, a Senior Manager in Strategy Development at British Airways and Director International Strategy & Alliances at TWA. Sudeep also previously served as a Vice President of the Management Consulting arm of SH&E.

Sudeep has taken a leave of absence from Athena Aviation and is no longer pursuing or conducting any consulting activity. Any enquiries directed to Athena Aviation will be addressed by another member of the Partnership.


  • Start-up planning and implementation: LCC and full Service
  • Corporate and Business Unit Strategy
  • Sales performance improvement
  • Industry and Competitor market reviews
  • Feasibility Studies and Business plans
  • Ancillary revenue strategy and implementation
  • Brand and Product transformation
  • Alliance assessment and implementation
  • Privatisation transaction support
  • Organisation design
  • Search and selection

Recent Assignments

  • Business model review of specific aspects for an African LCC start up airline
  • Sales performance improvement at top 25 global carrier in Asia; evaluated organisation structure, processes, systems and people
  • Organisation redesign at a fast-growing African flag carrier
  • Crisis management / assessment of LCC in Russia
  • Assessed commercial performance at regional airline in Southwestern Russia
  • Start up business plan for Middle Eastern LCC
  • Alliance strategy / planning for European regional airline
  • Strategic assessment of whether Middle Eastern flag carrier should create its own LCC
  • Privatisation support for Caribbean carrier, working with IFC
  • Commercial strategy for first LCC in Saudi Arabia, including management responsibility as Chief Commercial Officer
  • Won one of two licences available for a new Middle Eastern airline in a competitive application process
  • Award-winning brand & product identity, Middle East airline
  • Ancillary revenue strategy for Middle Eastern airline
  • Implemented sales and distribution strategy for first private sector flag carrier in Africa, including setting up direct & indirect sales
  • Business plan review of a leading South East Asian airline
  • Franchising business review of a leading UK airline
  • Joint venture implementation assessment between a leading UK and American airline
  • Reviewed non-inclusive tour business for UK charter operator
  • Market review analysing whether South East Asian government body should acquire an aircraft manufacturer
  • Engineering competitor review for leading UK airline
  • Strategic advice on set up of Engineering and Maintenance arm of leading Asian airline
  • Recruited several senior executives in Commercial and CXO roles in a number of leading airlines across the globe


  • English – Mother tongue
  • Hindi – Basic
  • Punjabi – Basic
  • French – Basic