Bhavana Yerrumreddy,
Technology Consulting & Aviation Sector Leader,
EY ,
The aviation industry is undergoing a profound transformation, driven by digital innovation, sustainability goals, and evolving passenger expectations. In this exclusive conversation, Swati Gupta, Editor-in-Chief of CXO TechBOT, speaks with Bhavana Yerrumreddy, EY Partner and Tech Consulting Aviation Leader, to explore key insights on leadership, digital transformation, gender diversity, and the industry’s path toward a sustainable future.
Bhavana shares her experiences and perspectives, offering valuable lessons for both industry professionals and aspiring leaders.
First of all, congratulations on being a mentor and jury member for the 1000 Women Leaders program. What qualities or skills do you believe are most vital for the next generation of women leaders in the tech and business world?
Thank you Swati. It’s a privilege and an honor to be part of this program and contribute my bit. It is a great experience for me to learn while sharing my own experiences. I believe in 6 “C” strategy to be successful not just in the professional front but even in personal life
One need to be Confident about self and be Clear about their goals they want to achieve, have a clear Communication channel at work or at home, hungry for learning new skills and develop their own unique Competency, always demonstrate Courage to take up new challenges and practice Consistency
Can you share your perspective on the biggest challenge you’ve faced in your journey to success and how you overcame it?
I am a firm believer that success is not a magic that happens in a blink of an eye or overnight. Challenges and part and parcel of the journey and how you respond to those challenging situations shape who and what you are today. Coming from a Nutrition back ground to making own way into Technology space wasn’t easy one and I constantly hit “T” Junctions during many stages of my life. I reached a point where I had to make a choice either to take a left or right but I was very clear what ever choice I make I have to make it right. Growing up I was a very timid and an introvert girl and I had to first change my own personality consciously and had to practice all the 6 C’s I spoke about earlier. I have been extremely lucky to have some amazing mentors and coaches who shared their experiences and wisdom in helping me define who I became today.
Who has been the most significant source of inspiration throughout your 27-year career, and how have they influenced your leadership style and decisions?
It will be difficult to name one or 2 as I have been blessed to have many through out my life who played a significant role in contributing to my success and enriching my experiences both personally and professionally. I always looked up to them and aspired to be one with all the great qualities that I admired in them.. I have many leaders to whom I will eternally be grateful to. Thanks to those who believed in me when I didn’t had that confidence in my own self. They trusted my ability to play roles that I never thought I can even be even qualified, they challenged me to step out of my comfort zone and explore the larger world outside. From a Solution architect to becoming a Loyalty expert to Industry Leader to Sales leader to where I stand today as a Partner at EY, nothing would have been possible without some of the best leaders who saw that in me and pushed me towards that direction.
Aspire high to the sky but stay grounded strong and close to your values is something that I always make conscious effort as I start my day. A learning that I thrive every single day is to be passionate about what I do and, in this process, to be an authentic self and be empathetic to people.
Has there been a shift in customer behaviour since the pandemic, or has the market merely resumed its trajectory from 2020?
There has been a swift transition towards travel with minimal physical interaction. Numerous airlines have invested in distinctive innovations to facilitate this, allowing passengers to take advantage of our digital solutions for check-in, baggage drop, and boarding with less contact. 2. Additionally, there is an increased focus on digital platforms. A notable demographic in this context is Generation Z, who seek brands that provide personalized discounts and promotions, value-driven products and services, and demonstrate a commitment to sustainability in their purchasing choices.
What are the primary advantages of expediting digital transformation for airlines & passengers?
The increasing prevalence of digital transformation within the industry, coupled with the introduction of innovative technologies and the adoption of progressive standards by various players, has created enhanced opportunities for all stakeholders involved.
Recent advancements such as digital credentials, contactless travel, hyper-personalization, and the application of artificial intelligence and machine learning have significantly reshaped the landscape, allowing travel companies to leverage a "network effect" as they integrate similar solutions and services.
A key advantage of digital transformation lies in its capacity to enable airlines and online travel agencies to customize offerings for passenger throughout their journey, extending beyond traditional services like boarding passes and car rentals to include features such as in-flight Wi-Fi and local data plans seamlessly integrated into business travel bookings.
Looking ahead, personalized profiles may accompany passenger, automatically arranging preferred seating and meal options regardless of the airline, while facilitating smoother processes at bag drops and smart gates in airports. These advancements, once merely aspirational, now present a clear and actionable pathway for the future.
Many airlines recognize that digital transformation is essential for addressing varied passenger demands and fostering sustainable growth; however, they often struggle with determining the initial steps and effectively prioritizing their time and resources.
The aviation sector must continuously collect data while also integrating and visualizing it in a manner that produces actionable insights. A crucial element in achieving real-time data intelligence for effective and cohesive customer engagement lies in comprehending and catering to customer personas.
How do you see Airports reshaping travel leveraging newer technologies to achieve growth
With the growing demand of Air Transport and the privatization of Airports are putting a lot of emphasis on Enhanced passenger experiences, Revenue and growth, Operational efficiency, Safety & Security and Sustainability. Smarter Digital Airport is all about
Some of the digital & technology initiatives include Smart Commerce & Service Experience, Smarter facilities & assets management, Service Driven performance management, Smarter Safety & Emergency Management and Smarter Airport Operations through Responsive, Preventive, Predictive and Cognitive models. We are already seeing some of these making a massive impact in our day to day travel experience like biometric boarding pass, smarter queue & resource management, Dynamic asset re-allocation, Digital-concierge and value added services ,Retailer’s Commerce Platform, dynamic pricing based on affordability, Smarter HVAC, vision computing at the terminal, Digital Twins and KPIs led APOC.
Can the industry achieve net zero by 2050? What will be the biggest challenge?
Industries are increasingly pressured by a diverse array of stakeholders, including investors, regulators, and consumers, to integrate sustainability and ESG initiatives into their daily operations. Leaders in the aviation sector are urged to rethink their business models regarding sustainability, considering its potential centrality in value creation to support growth and strategic objectives. Given its significant contribution to carbon emissions, the commercial aerospace industry has the opportunity to effect substantial change through operational enhancements, the adoption of sustainable aviation fuel (SAF), innovative propulsion technologies such as electric and hydrogen systems, and global market-based strategies like carbon offsets. It is important to recognize that the path to sustainability is not linear; rather, it should contribute to the overarching goal of achieving net-zero emissions across the aerospace sector.
This endeavour will necessitate the implementation of various environmentally friendly tools, technologies, and processes that extend beyond mere advancements in propulsion. For instance, opportunities to minimize carbon footprints exist within aviation-related ground services through the utilization of electric tugs and carts. Additional operational enhancements may include the early application of value engineering in design, advanced recycling and reuse practices aligned with a circular economy, and the integration of sophisticated sustainable manufacturing and maintenance programs that leverage digital technologies. SAF stands out as a potentially immediate solution to mitigate the aviation industry's climate impact. However, prioritizing the development of the SAF value chain is essential, as challenges at each stage—ranging from feedstock sourcing to production and infrastructure—must be addressed to establish SAF as a viable and standard option in the industry by post-2030.
What is your perspective on the long-term outlook for commercial aviation?
Recent progress in electric and autonomous vehicles has reignited interest in the use of battery technology within the aviation sector, leading to significant investments aimed at developing agile electric vertical takeoff and landing aircraft, along with the necessary support systems. Current advancements are exemplified by drones that incorporate artificial intelligence. Establishing thorough regulatory and operational frameworks, along with effective ground infrastructure planning, is essential for realizing extensive commercial applications in Advanced Air Mobility (AAM). Given the diverse range of aircraft types and business models competing in this nascent market, it will require time to fully understand the ultimate structure and potential of AAM.
Can share your perspective the budget allocated for aviation sector in FY 25-26
Answer: India's aviation sector is projected to handle more than 170+ million passengers in 2025, highlighting a significant demand for affordable air travel. The government's Regional Connectivity Scheme, known as Ude Desh Ka Aam Nagrik (UDAN), has successfully transported 16+ million passengers since its inception in 2016, facilitating connections across 619 routes and encompassing 88 airports including two water aerodromes & 13 heliports. In FY 25-26 budget the government has designated Rs 2,400 crore for the Civil Aviation Ministry, with Rs 540 crore specifically allocated for the UDAN scheme. Also, as stated by Hon’ble Finance Minister, a revised initiative on UDAN scheme will be introduced, building on the achievements of UDAN, aimed at improving regional connectivity to 120 new locations and accommodating an additional 40 million passengers over the next decade. This will further strengthen the enhancing air travel accessibility for the general public, particularly in regions that have been historically underserved.
Does gender continue to hold women back in the Aviation industry?
In June 2024, the Directorate General of Civil Aviation (DGCA) released an advisory circular named "Gender Equality in Civil Aviation Sector" aimed at fostering gender equality within India's aviation industry. This advisory seeks to elevate the representation of women in various roles within the sector to 25% by 2025, aligning with the International Air Transport Association's 25by2025 initiative for global best practices.
The aviation sector is confronted with a critical issue: a notable gender disparity. Although women make up half of the global workforce, they account for only 7% of the aviation industry and a mere 3% of its executive leadership. The sector encompasses a variety of roles, including engineering and operations, yet these fields have not seen equivalent initiatives to boost female participation. Rectifying this disparity is essential for fostering innovation, ensuring safety, and promoting growth.
To effectively enhance female representation, airlines and aviation organizations must implement thorough and practical strategies that focus on recruitment, retention, career advancement, and workplace culture. These strategies should aim to eliminate obstacles that impede women's entry and progression within the industry, while also creating an environment that recognizes and supports women's contributions and development.
As we conclude this conversation, what single piece of advice or wisdom would you like to share with aspiring leaders and professionals who look up to your remarkable journey and achievements?
When you have a growth mindset, audacious goals, a plan to achieve those goals, passionate about what you are doing , invest in continuous learning and courage to get out of your comfort zone, nothing in this world is impossible.
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