Then there's the constant retooling of the airline.
From the beginning, Kingfisher positioned itself as a value carrier.
When Mallya acquired Air Deccan, he renamed it as Kingfisher Red and the planes were repainted.
As the downturn hit in 2008-09, Kingfisher increased its low-fare capacity (and Jet Airways started a no-frills service), some of Kingfisher's planes were reconfigured and repainted again.
Problem is, everytime, you reconfigure and repaint an aircraft it costs a ton of money, and this hasn't helped the liquor baron any.
Image: Mallya seen here with Captain GR Gopinath, the founder of Air Deccan.