The full page “We are sorry” ads in the quintessential IndiGo blue ring hollow. After derailing travel plans of customers for days on end, the airline’s apology is like slapping a Band Aid over a broken bone. Clearly, the airline is more concerned about its image and branding than actually feeling contrite for the inconveniences and hardships endured by its customers. People missed funerals of close family members, were unable to attend crucial client meetings or take part in much-awaited wedding festivities. By delaying and cancelling countless flights, amidst chaotic scenes in airports, the airline did not give any indication of putting the customer’s needs and interests front and centre. Not to mention that it was also jeopardizing safety of passengers by overworking pilots. Clearly, profits matter more than people.
IndiGo’s response is in stark contrast to how the Tata Group responded to a much more serious and emotionally charged crisis. When the Air India flight crashed in Ahmedabad within seconds of taking off on 12 June 2025, the top management of Tata’s were swift to express sorrow and contrition while extending aid and support to the families of the victims. The Chairman of Tata Group, N. Chandrasekaran, expressed remorse and rushed to the crash site along with senior management. Helpline numbers were also provided for families to get information about their dear ones.
Features on an effective apology
In a blog post of Harvard Health Publishing, Julie Corliss outlines four elements of an effective apology. First you need to take ownership of your mistake. Be specific about what you did wrong as opposed to being fuzzy or downplaying your role. You may explain how or why a misfortune occurred but avoid being defensive. If the blunder was inexcusable, then say so.
Saying, “I’m sorry for the confusion,” is not as impactful as “I’m sorry I gave you the incorrect time for the appointment. I sent you the message in a hurry this morning and did not double check what I had typed.” The fact that you are pinpointing the exact problem reposes trust in the aggrieved party. As you also mention the reason for the mishap, the client will hope that the problem will not recur.
Depending on the gravity of the offense, state how you are feeling. If you are embarrassed, ashamed or mortified, let the victim know that you are contrite for what happened. The apology is likely to make a dent only when the victim knows you are truly remorseful.
When you say, “I’m embarrassed that we sent you the wrong size,” the client knows that you are discomfited by what happened. For graver offenses, don’t shy away from admitting your guilt and how you feel about it. Saying “I am ashamed that I lost my temper,” is more likely to assuage a person than a mere “I’m sorry I lost my cool.”
The fourth element involves offering to repair the damages. Know that most damages, whether it’s financial or material, also involve a psychological component. Don’t forget to address people’s feelings. Let them know that you see their hurt and pain and assure them that you will be more careful in future not to repeat the same offense.
“I’m perturbed that you had to endure such a long wait at our restaurant. We would like to give you these hors d’oeuvre on the house to make amends for the delay. I apologize for the inconvenience and will ensure that the rest of the meal arrives on time. I also hope we have the privilege of hosting you again.”
While companies may strive to minimize errors and accidents, efficiency has to go hand in hand with empathy. Saying “I’m sorry” doesn’t cut it as an apology when a systemic breakdown of operations occurs. Apologizing with grace is an art that cannot be learnt in the heat of the moment. Unless an apology is truly felt, it cannot make amends. Corporate houses would do well to cultivate more compassionate and centred cultures that value our common humanity.
About the Author
Aruna Sankaranarayanan is the author of Zero Limits and the co-author of Bee-Witched along with Brinda S. Narayan.