Project Kifaru: Kenya Airways Comeback Strategy That Ended 11-Year Profit Drought

Kenya Airways (KQ) has marked a major milestone in its financial turnaround after recording its first profit in over 11 years.

Under the airline’s strategic recovery blueprint, Project Kifaru, KQ reported a 125% rise in profit to Ksh5.4 billion after years of financial turbulence.

Kenya Airways CEO Allan Kilavuka has credited the airline’s success to a well-executed turnaround plan focused on financial sustainability, customer-centric operations, and environmental responsibility.

According to Kilavuka, these three pillars form the foundation of Project Kifaru, which aims to steer KQ towards long-term stability.

“These three bold projects align with Project Kifaru, our strategic recovery plan, which prioritizes financial sustainability, customer focus, and environmental responsibility.

“They also demonstrate our commitment to reducing our environmental footprint, improving operational efficiency, and contributing to Africa’s prosperity through responsible corporate practices,” Kilavuka stated.

Also Read: Kenya Airways Profit Rises 124% to Ksh5.4 Billion

What is Kenya Airway’s Project Kifaru

Project Kifaru was launched in 2023, and after the successful execution of the first phase, KQ’s made operating profit that was announced during the half year results in the same year. 

At the centre of the strategy is recapitalization, aimed at reducing legacy debt and strengthening financial foundations.

The goal of the project, according to Kilavuka, was to increase the company’s revenue and maintain customer and operational excellence.

The airline seeks to secure normalized operations and improved financial leverage, positioning itself as a competitive player in the aviation industry.

Kilavuka while explaining the ideation behind the project, emphasized that while profitability is a key milestone, success in aviation extends beyond financial gains.

Innovation, partnership-building, and a culture of excellence remain critical to KQ’s long-term sustainability. 

“Our key priorities include enhancing customer experience and operational excellence, particularly through improved On-Time Performance. We are also focused on driving revenue growth by expanding operations, increasing passenger charters, and forging strategic partnerships,” Kilavuka noted in a past meeting with a parliamentary committee. 

Also, he said that the biggest challenge facing the execution of the Project Kifaru is the huge debt book that has affected its operations.

Also Read: Kenya Airways Wins Two Prestigious Awards

How Did Kenya Airways End up in Debt 

Kenya Airways found itself burdened with massive debts because of a combination of ambitious expansion plans and external shocks.

At the heart of the financial troubles was Project Mawingu, a strategic initiative aimed at increasing the airline’s footprint across Africa and beyond.

This expansion drive necessitated the acquisition of new aircraft, including the Boeing 787 Dreamliner.

However, delays in the delivery of these aircraft, that took over three years, disrupted KQ’s growth trajectory and operational plans.

The Ebola outbreak in West Africa also significantly reduced air travel in the region, while the Westgate and Garissa terror attacks led to a decline in European tourist arrivals due to travel advisories.

Additionally, the burning of Jomo Kenyatta International Airport (JKIA) disrupted international operations, further straining the airline’s financial stability.

Amidst these struggles, Middle Eastern airlines aggressively expanded into Africa, offering competitive pricing, subsidies, and incentives that KQ could not match due to financial constraints.

To sustain its ambitious growth, KQ took on substantial debt. The airline lacked sufficient capital to support its expansion and required a huge capital injection to compete effectively.

When Allan Kilavuka took over as CEO in 2020, the airline was already grappling with severe undercapitalization. Just as efforts to stabilize the business began, the Covid-19 pandemic struck, grounding global air travel and exacerbating KQ’s financial woes.

The airline, which already needed a capital boost of $1 billion before the pandemic, saw this requirement grow substantially due to accumulated debts and cash flow challenges during the prolonged period of reduced operations.

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