Now, Mallya wants to again tinker with his existing model.
His plan is to exit his low-fare service, Kingfisher Red, and reconfigure some of his planes over the next four months (sounds familiar?).
Plus, he's reducing business class seats by 50 per cent to make room for more economy ones.
Today, he may say there's a sharp focus on costs, but the story so far has been otherwise.
One example: "It doesn't make sense to have in-flight entertainment for two-hour domestic flights. The LCD panels on the back of the seats add to the weight of the aircraft, and hence its fuel efficiency," says an executive with a leasing firm.
Low-cost carriers like easyJet, Ryan Air or Indigo would be paranoid about inflicting such costs upon themselves.