Decide on your business model and stick to it When budget carriers started to emerge in the early 2000s, Jet Airways flirted with the new business model. Initially acquiring Air Sahara for USD 200 million and re-branding it JetLite and later on merging it with another of its brands Jet Konnect. JetLite was positioned somewhere between a low-cost carrier and a full-service carrier. Jet Konnect had similar branding as its parent company but a lower level of service. This brought much confusion into the market.