Thomas Cook (India) Limited has unveiled TACY, an innovative AI-generated digital avatar that will serve as the company's brand ambassador and personified AI-powered holiday travel assistant. This strategic launch represents a significant advancement in customer engagement, offering immersive and conversational experiences that seamlessly integrate technology with travel services.

AI-Powered Brand Ambassador Introduction

TACY is positioned as the digital face of Thomas Cook India's product portfolio and serves as the digital avatar of the company's gen-AI chatbot that assists customers with holiday planning on the company's website. The AI-powered assistant underscores the company's commitment to pioneering innovation in the travel sector, creating a new paradigm for customer interaction and engagement.

Europe Summer 2026 Portfolio Launch

TACY makes her debut with the early launch of Thomas Cook India's flagship Europe Summer 2026 offering. The comprehensive portfolio includes:

Innovative Marketing Campaign Strategy

As part of this rollout, Thomas Cook India has created a range of AI-generated videos covering Europe and featuring TACY. These videos are designed to inspire travel, highlight brand and product unique selling propositions, and guide customers through the decision-making process. The company is leveraging traditional media in innovative ways for a digital-first audience, including QR codes that direct viewers to the website and videos.

Leadership Perspective on Digital Innovation

Mr. Abraham Alapatt, President Group Head - Marketing, Service Quality, Value Added Services & Innovation at Thomas Cook India, emphasized the strategic importance of this initiative. He noted that India is among the fastest-growing digital economies in the world, with one of the youngest and most dynamic traveller demographics. The company's customers are digital-first, curious, and expect interactive engagement that goes beyond traditional marketing approaches.

Alapatt explained that TACY represents a pioneering approach to marketing innovation, creating immersive and conversational experiences that resonate with new-age travellers. The initiative is timed with the launch of the flagship Europe Summer 2026 portfolio and may extend to other destinations, enabling the company to connect with customers in an engaging manner.

Company Background and Recognition

Established in 1881, Thomas Cook India operates as an omnichannel travel company, offering services including Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Value Added Services, and Visa Services. The company operates B2C and B2B brands across 28 countries in 5 continents.

Thomas Cook India has received industry recognitions, including MICE Powerhouse at Maxiii MICE Awards 2025, Outbound Travel Operator of the Year (2024), and MICE Travel Operator of the Year (2024 & 2023) at The Economic Times Travel & Tourism Annual Awards. CRISIL has upgraded the rating on debt programs and bank facilities of the company to CRISIL AA/Stable on long-term bank facilities and CRISIL A1 rating on short-term bank facilities.

Thomas Cook India , a leading travel services company, has received an additional Goods and Services Tax (GST) penalty order from tax authorities in Bangalore, adding to the existing orders from Delhi and West Bengal. The company now faces a total of three GST penalty orders and has stated its intention to evaluate necessary steps while maintaining that there is no material financial or operational impact on the entity.

Updated GST Penalty Orders Summary

Latest Bangalore Order Details

The most recent order dated December 11, 2025, from the Assistant Commissioner of Central Tax, North Commissionerate, Bangalore includes:

The company received this order on December 11, 2025, and has informed stock exchanges through a regulatory filing under Regulation 30 of SEBI Listing Regulations.

Previous Orders Status

The Delhi South Commissionerate order remains the most significant, demanding ₹8.57 crore for alleged short payment of GST along with interest of ₹4.75 lakh and penalty of ₹8.57 crore. The West Bengal order involves a smaller amount with demand of ₹10.57 lakh, interest of ₹7.79 lakh, and penalty of ₹1.00 lakh.

Thomas Cook India has already initiated appeal processes for the Delhi and West Bengal orders, asserting strong cases on merits for both proceedings.

Financial Position Context

Despite the multiple GST orders, the company's financial fundamentals remain robust:

The company's strong asset base and growing equity position indicate sufficient financial capacity to handle these regulatory challenges without significant operational disruption.

Regulatory Compliance and Next Steps

Thomas Cook India has demonstrated proactive compliance by promptly informing stock exchanges about each order received. The company continues to evaluate necessary steps for the latest Bangalore order while maintaining its position that these orders do not materially impact its financial or operational activities.

Investors should monitor the progress of all three proceedings, though the company's current financial strength suggests these penalties are manageable within its overall business operations.