New airline pledges to donate half of profits to charity - if it can take off

The idea behind POP takes the idea of charitable air travel donations to new heights. While many airlines allow loyalty members to donate their air miles to charities, for example, POP promises to donate 51 percent of their net profits to charities that serve the UK and India.

Beneficiaries include orphanages and children, mothers, women, disabled, homeless, and the elderly.

The airline would make non-stop flights between London Stansted airport and two “secondary cities” in India, Amritsar and Ahmedabad, cities that are woefully underserviced for travel from the UK, says POP.

Dreamed up by a British Indian family, the carrier is described as a “caring capitalist” model.

Founder Nino Singh Judge also points out that the majority of British Indians originate from Punjab and Gujarat, with an estimated 1.26 million Indians living close to, or within easy reach of London Stansted Airport.

“There is a growing demand for such a route driven by India's increasing prosperity, rapid urbanization and industrial development, and not least by the growing aspirations of its population,” reads a statement.

Meanwhile, the crowdfunding strategy aims to sell 10,000 Gold Passes at £500 ($660 USD) each, with the first batch of investors promised free flights to India, in addition to other travel perks for their support.

All flights would operate on an Airbus A330-300 aircraft that seats up to 378 passengers in an all economy-class configuration.

At the time of booking, customers can choose which charity they'd like to support and follow the progress of organizations selected with a customer identification number.

Charity partners so far include British charities Dreams Come True and Skillforce and in India Railway Children and Pratham India.

“POP is different – it is going to be a UK airline whose DNA is Indian,” said Judge.