AirAsia has started approaching travel agents to sell tickets as it gets closer to launch, a costly option its parent airline uses sparingly elsewhere.

AirAsia Bhd sells 80% of its tickets through the Internet in its home country Malaysia to save on costs, while airlines in India depend on agents for 80% of their sales. Analysts say the airline can’t diverge much from Indian market realities to be able to survive.

Track India Pvt. Ltd, an associate company of AirAsia India, sent mailers to travel agents last week inviting them to register with the airline. “It is pleasure to announce that we are offering you an Air Asia login ID for issuing AirAsia tickets with more freedom!!! The first step to a mutually beneficial relationship is to become a registered agent with us,” one such email read.

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