He came. He saw. But will he conquer? Having set the Indian tarmacs on fire, adventurer Richard Branson of Virgin Atlantic fame is now eyeing other pastures.

It was a short, strange trip. And, at the end of a whirlwind 36 hours, even die-hard cynics would have been hard-pressed to identify a lacuna in Sir (that's right, he's now a knight) Richard 'Virgin' Branson's showmanship. On, this, his second visit to India to announce the launch of Virgin Atlantic's services in the country, Branson ensured that he didn't go unnoticed.

Nor did he waste any time getting into the act. Clad in traditional bhangra gear (in Virgin's signature colours-red and lilac), he did a little jig on the tarmac shortly after the inaugural Virgin flight between London and New Delhi landed at the Indira Gandhi International Airport, hugged an astonished Sports Minister S.S. Dhingra, and left for his hotel in a cherry-red Ambassador aptly named Noddy.

Day two saw him at the head of a motorcade of autorickshaws packed with children waving red Virgin balloons that paraded through the capital's Connaught Place district. And, after trying his hand at driving one, he hotfooted to discuss his future plans with Foreign Minister Jaswant Singh and Civil Aviation Minister Sharad Yadav.

It was that evening, though, that saw the adventure capitalist at his best. Branson threw a mega-party at Virgin Greens, a stretch of farmland just off the Delhi-Gurgaon highway. A huge mock-hangar, complete with an aircraft tail-fin splashed with the Virgin logo, was built to accommodate the huge turnout. The path leading to the hall resembled a runway, with uniformed attendants waving airline-style signal sticks. Inside, the ambience was a cross between a high-powered cocktail do and a spiffy mela. Liveried waiters dispensed smoked salmon canapés, shrimp cocktail, and shush Delhi chaat to the gathering of assorted airline bigwigs, sarkari satraps, and corporate elite.

Clad in a black designer churidar kurta that complemented his blond locks, an ebullient Branson made a fashionably late entry. Between taking dance lessons with bhangra-pop sensation Sukhbir, mock-romancing the evening's hostess Manpreet Brar, and ranking Delhi fillies in a modeling contest sponsored by British modeling agency Storm, he took time off to have a lively (and often interrupted) chat, with BT's Paroma Roy Chowdhury. Excerpts:

On the launch:

It is a historic day. We have to thank Air India and the Indian government for having made it possible. Tonight is one big party: we have drinks, we have music, we have the most beautiful Indian women.

On the code-sharing agreement with Air India:

I am very grateful to Air India. It is a good airline, which, with the right investment and people, can be made into a great one. It has key route licenses to many cities, which we could very well utilise. We will be watching Air India very closely and actively working to strengthen it. And, Air India would stand to earn a couple of million pounds every year from this deal.

On the future of the tie-up:

We will be watching the privatisation closely-very closely. I have had assurances from some ministers that it will happen soon. And, when it does, we will be an interested party. We could be strong contenders for a buyout, but it is too premature to make any conclusive comment. And, even though Singapore Airlines owns 49 per cent of Virgin Atlantic, our bid could be independent of it or any joint consortium it might float.

On the fare war, or the lack of it, thanks to the Indian government's web of regulations:

We will work around it. I understand that India is a regulated market. But these regulations will go with privatisation-and they have to go, if consumers are to benefit. Our inaugural fare has been pegged at around Rs 29,000 on the Delhi-London sector, but there are cheaper options available on the tickets that are booked in London. I am not ruling out discounts either. And we would, of course, want to match British Airways, if we are not allowed to lower our fares. In fact, we are capable of going much lower-even down to £300 (Rs 21,000)-to ensure that there are no empty seats. The British Airways offer of 50 per cent discount is all show. But then, having some competition is always good. Having three airlines compete on the same route translates into bigger gains for the consumers.

On making a difference, without chasing the price:

Who needs price? We will have style, we will have panache, and we will have colour. We will be unique in terms of the services offered. The Virgin signature worldwide is premium service at economy budget. We offer first-class services at business-class prices, and business class facilities at economy prices. We will have masseurs, a personal video screen for every seat, a choice of at least six channels in the economy class, limo service and beauticians in business class, and snooze suites and duvets thrown in. You will be able to access free barber and hairdresser services at your destination. We pamper our passengers like no one else and we are a fun airline to fly with.

On Virgin's India plans:

We have lots of exciting plans for India. It is an exciting country to be in and we intend to make the best of it. In the UK, we have ventured into retail stores, health clubs, boutique hotels, music, telephone services, and the Net, and we hope to do some of this in India as well. India is large, has a vibrant economy, and interesting people. But it does not seem to have adequate services to cater to them. Worldwide, Virgin Atlantic has often functioned as a platform for launching other Virgin investments and India is going to be no exception to this. We are particularly interested in launching first-rate health club facilities and small tasteful hotels, which will bring in large numbers of foreign tourists.

The highlight of his visit:

Oh, definitely the auto ride. They are amazing things. They beat the elephants hollow. And the women, of course. India has simply gorgeous women. The idea behind sponsoring the 'Face of Delhi' contest tonight is carting back some of these pretty girls to the UK. Virgin is not only sponsoring the contest, but will also offer an all-expenses paid trip to the winner.

On the Bhangra:

I think it is a great dance form. I always try and imbibe the local customs, styles, and food, wherever I go. Essentially, it is fun to do new things and that is the way I do business.

On the real Richard Branson:

I am myself and I do not pretend to be otherwise. The rescue flights, the white dress at the Virgin Brides launch, the balloon crash-landing, and the elephant rides-they are all me, an intrinsic part of my functioning. As I said, I want to have fun while doing business. And I do. And everybody else around me does too. Including my family.

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