Kulula.com
A South African low-cost airline remembered for its humorous advertising, brightly branded aircraft and affordable domestic flights.
Last updated August 22, 2026
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Overview
Kulula.com, commonly known as Kulula, was a South African low-cost airline established by Comair Ltd in July 2001. It began flying in August 2001 as South Africa's first no-frills carrier and developed a business model centered on making the full travel process affordable, including flight booking, payment and transportation. The brand primarily served domestic routes within South Africa from airports serving Johannesburg, especially O. R. Tambo International Airport and Lanseria International Airport. Kulula operated as a wholly owned subsidiary of Comair, a South African aviation company that also operated a Southern African British Airways franchise. Kulula was positioned separately from the British Airways-branded operation, using a low-cost model, simplified onboard service and highly distinctive brand communications. Its passenger proposition focused on affordable air travel, while ancillary services included buy-on-board food and beverages and participation in the Avios loyalty programme. The airline also published khuluma, an inflight magazine reported to reach approximately 200,000 readers per month. The brand became particularly notable for an irreverent tone that extended beyond conventional airline advertising. Kulula used jokes, visual puns and conversational language in its marketing and aircraft liveries. One aircraft, nicknamed Flying 101, carried explanatory labels identifying different parts of the plane. This visual approach helped distinguish the airline in a competitive domestic market and made its aircraft and advertising recognizable beyond its core customer base. Kulula also operated under codeshare arrangements involving Comair, Kenya Airways and KLM, although its core identity remained that of a South African domestic low-cost airline. Its fleet included Boeing 737 aircraft and, during its later fleet renewal, Boeing 737-800s. In July 2012, the airline announced the introduction of the first of seven new Boeing 737-800 aircraft, with additional deliveries planned for later years. Earlier or historical aircraft types associated with the airline included the Boeing 727-200, Boeing 737-200 and McDonnell Douglas MD-82. The airline experienced severe financial pressure during the COVID-19 pandemic. Kulula and Comair suspended operations in late March 2020 because of financial constraints. Kulula later resumed flying in September 2021, but the recovery was not sustained. On 1 June 2022, Kulula suspended all flights while Comair sought additional funding and entered business rescue proceedings. On 9 June 2022, business rescue practitioners stated that there was no reasonable prospect of rescuing Kulula or Comair and recommended liquidation. Kulula was subsequently placed into liquidation and ceased to be an operating airline. Its financial and operating results had not generally been reported as a separate public business segment, instead being incorporated into Comair's annual results.
History
Kulula.com was created by Comair Ltd in July 2001 and began operations in August of the same year. It entered the South African market as the country's first no-frills carrier, at a time when the low-cost airline model was being established as an alternative to conventional full-service flying. The name Kulula comes from Nguni languages, including Zulu and Xhosa, and conveys the idea that something is easy. This meaning supported the airline's goal of making air travel and related travel transactions more accessible. From its beginning, the airline described its ambition as broader than simply selling seats on aircraft. It sought to make booking, paying for and completing a journey affordable, presenting itself as a practical travel brand rather than only an airline operator. Its main network consisted of domestic South African routes, with major operations from O. R. Tambo International Airport and Lanseria International Airport, both serving the Johannesburg area. Its headquarters were at Bonaero Park in Kempton Park, within Gauteng's Ekurhuleni municipality. Kulula was wholly owned by Comair, which also operated flights under the Southern African British Airways franchise. The two brands occupied different market positions: British Airways services represented a more traditional full-service proposition, while Kulula emphasized low fares, simplified service and a casual customer experience. Kulula's financial and operational results were not generally disclosed as a separate reporting segment and were included in Comair's annual results. A major part of Kulula's identity came from its advertising and physical presentation. The airline used colorful aircraft, playful copy and jokes about aviation and travel. Its aircraft liveries frequently contained humorous or explanatory details, including an aircraft known as Flying 101 whose exterior labeling identified parts of the plane. The marketing style made the airline unusually recognizable and helped it compete for attention in a crowded domestic market. The brand's humor also produced regulatory and legal tensions. During the 2010 FIFA World Cup in South Africa, Kulula launched advertising that referred indirectly to the tournament and described the airline as an unofficial national carrier. Other copy made a joke about providing a free seat to FIFA president Sepp Blatter for the duration of the event. FIFA objected to the campaign, and Kulula was required to withdraw or stop using it. The episode illustrated both the effectiveness and the risks of the airline's deliberately provocative communications strategy. Kulula operated Boeing 737 aircraft and historically used types including the Boeing 727-200, Boeing 737-200 and McDonnell Douglas MD-82. In July 2012, it announced the arrival of the first of seven new Boeing 737-800 aircraft, with further aircraft planned for delivery in later years. The airline also had codeshare arrangements associated with Comair, Kenya Airways and KLM. Its customer proposition included buy-on-board food and drink, the Avios frequent-flyer programme and the khuluma inflight magazine. The COVID-19 pandemic brought a severe financial shock. Kulula and Comair suspended operations toward the end of March 2020 because of financial constraints. Kulula eventually resumed flying in September 2021, but the parent company's financial position remained difficult. On 1 June 2022, Kulula suspended all flights while Comair entered business rescue and sought additional funding. Reports also raised concerns about a final sale shortly before the suspension and about the treatment of passengers seeking refunds, although the available reference material does not establish a final legal finding on those allegations. On 9 June 2022, business rescue practitioners stated that neither Kulula nor Comair had a reasonable prospect of rescue and recommended liquidation. Kulula was placed into liquidation and its operating history ended in 2022.
- 2022
Flights suspended and liquidation follows
[1]Kulula suspended all flights on 1 June. On 9 June, business rescue practitioners said there was no reasonable prospect of rescue for Kulula or Comair and recommended liquidation.
- 2021
Operations resume
[1]Kulula resumed operations in September after the pandemic-related suspension.
- 2020
Operations suspended during the COVID-19 crisis
[1]Kulula and Comair stopped flying toward the end of March because of pandemic-related financial constraints.
- 2012
Boeing 737-800 fleet programme announced
[1]The airline announced the operation of the first of seven new Boeing 737-800 aircraft, with further deliveries planned for subsequent years.
- 2011
Avios loyalty programme adoption
[1]Kulula participated in the Avios frequent-flyer structure created through the consolidation of several airline loyalty schemes.
- 2010
World Cup advertising dispute
[1]FIFA objected to Kulula's indirect 2010 FIFA World Cup advertising, leading the airline to stop the campaign.
- 2001
Kulula.com is established
[1]Comair established Kulula.com in July 2001, and the airline began operating in August as South Africa's first no-frills carrier.
Products and positioning
A value-oriented South African low-cost airline that combined affordable domestic flying with an informal, humorous and highly visible brand personality.
Scheduled air transport · 2001
Domestic passenger flights
Kulula's core offering was scheduled low-cost passenger transportation on major domestic routes in South Africa. The airline operated primarily from O. R. Tambo International Airport and Lanseria International Airport, serving the Johannesburg market and connecting it with other South African destinations.
Aircraft-based service · 2012
Boeing 737-800 services
The Boeing 737-800 became an important part of Kulula's later fleet plan. In 2012 the airline announced the arrival of the first of seven new aircraft, with the rest scheduled for phased delivery. The type supported the carrier's high-volume, single-aisle domestic operating model.
Ancillary airline service
Buy-on-board service
Rather than including a full complimentary meal service in the base fare, Kulula offered food and beverages for purchase onboard. This was consistent with its no-frills positioning and helped separate the basic airfare from optional onboard consumption.
Loyalty programme · 2011
Avios programme
Kulula participated in the Avios frequent-flyer programme. Avios was formed through the combination of several airline loyalty schemes and was associated with Comair's broader relationship with the British Airways and International Airlines Group loyalty ecosystem.
Inflight magazine
khuluma
khuluma was Kulula's inflight magazine. The publication extended the brand's informal voice into the onboard experience and was reported to have a readership of approximately 200,000 people per month.
Controversies
2022
Passenger refund and pre-suspension sale concerns
After Kulula stopped flying in June 2022, it was accused of using a sale shortly beforehand to raise cash before the suspension. The reference material also notes that only customers who booked through Discovery Vitality were given an opportunity to obtain a refund. No final legal determination is established in the supplied sources.
2010
FIFA challenge to World Cup advertising
FIFA challenged Kulula's indirect references to the 2010 World Cup and its positioning as an unofficial national carrier. The campaign was stopped after FIFA's objection.
Marketing campaigns
- 2010Unofficial National Carrier of the You-Know-What
South Africa
Kulula ran a humorous campaign that alluded to the 2010 FIFA World Cup without naming the event directly. The advertising described the airline as an unofficial national carrier and used time-related wording that pointed to the tournament.
Outcome. FIFA objected to the campaign and required Kulula to stop using it.
- 2010Sepp Blatter seat advertisement
South Africa
A related advertisement jokingly offered FIFA president Sepp Blatter a free seat for the duration of the unnamed event, extending Kulula's satirical approach to the tournament's governing body.
Outcome. The advertisement formed part of the campaign that FIFA challenged, and the campaign was stopped.
- Flying 101 aircraft livery
South Africa
Kulula used a distinctive aircraft livery that humorously labeled or explained parts of the aircraft. The design made the plane itself a marketing medium and became a visible expression of the airline's playful identity.
Outcome. The livery contributed to Kulula's recognition for colorful and comedic aircraft presentation.
Brand decisions
2022
Suspend flights and enter the final insolvency processStrategyBackground
Comair and Kulula remained financially distressed after the pandemic and sought additional funding.
Action taken
Kulula suspended all flights on 1 June 2022. Business rescue practitioners subsequently concluded that there was no reasonable prospect of rescuing Kulula or Comair and recommended liquidation.
Aftermath
Kulula was placed into liquidation and ceased operations.
2020
Suspend operations during the pandemicStrategyBackground
The COVID-19 pandemic created severe operational and financial pressure for Comair and its brands.
Action taken
Kulula suspended flights toward the end of March 2020.
Aftermath
The airline resumed operations in September 2021 but continued to face financial distress.
2012
Introduce Boeing 737-800 aircraftGeneration changeBackground
The airline sought to renew or expand its fleet with newer single-aisle aircraft.
Action taken
Kulula announced the first of seven new Boeing 737-800 aircraft, with additional aircraft planned for delivery in 2015 and 2016.
Aftermath
The announcement represented a planned modernization of the fleet, although the supplied material does not provide final delivery details for every aircraft.
2001
Launch as a no-frills domestic carrierStrategyBackground
Comair created Kulula to address demand for more affordable air travel in South Africa.
Action taken
The brand began operating as a low-cost airline and promoted affordability across booking, payment and the broader travel experience.
Aftermath
Kulula became an established domestic airline brand with a distinctive low-cost and humorous market position.
Recent events
- 2022
Kulula suspends flights amid financial difficulties[1]
Bankruptcy · Other
Kulula.com suspended all flights on 1 June 2022 while its parent company, Comair, sought additional funding and proceeded through business rescue.
- 2022
Business rescue practitioners recommend liquidation of Kulula and Comair[1]
Bankruptcy
On 9 June 2022, business rescue practitioners announced that they saw no reasonable prospect of rescuing Kulula or Comair and recommended that the companies be placed into liquidation.
- 2021
Kulula resumes operations after pandemic suspension[1]
Other
After suspending operations during the COVID-19 crisis, Kulula resumed flights in September 2021.
- 2012
Kulula announces Boeing 737-800 fleet expansion[1]
Product generation · Product launch
Kulula announced the operation of the first of seven new Boeing 737-800 aircraft, with a staged delivery plan extending into 2015 and 2016.
Sources2 sources
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