By Thabo Mohlala
Javed Malik, the current group CEO and chairperson of Cobra Aviation, has garnered respect and admiration from peers across the aviation industry.
With decades of experience under his belt, Malik’s deep knowledge and passion for aviation have driven him to build a legacy of excellence. His love for aviation started during his childhood, marvelling at aircraft soaring through the skies and dreaming of the day when his own name would grace the side of a plane. Despite the scepticism he faced, Malik’s ambition never wavered.
Making aviation accessible to all
Malik’s journey into the aviation sector began over a decade ago, after a successful career in sports, notably cricket. He recalls how no one believed in his dream of entering such an expensive and exclusive industry. Yet, he persevered, driven by a desire not only to succeed, but to open doors for a new generation of previously excluded groups.
“Flying is expensive and exclusive,” Malik explains. “It’s why people didn’t take me seriously when I said I’d one day own an airline. But my vision was always larger than myself – I wanted to make aviation accessible, especially to the youth from marginalised communities."
A strategic sector for economic growth
The aviation industry is one of South Africa's most strategic service sectors, playing a critical role in driving socio-economic growth. With an estimated contribution of more than R70 billion to the economy and the creation of about 30 000 jobs, ranging from pilots and cabin crew to ground staff, aviation serves as a gateway for thousands of overseas tourists visiting the country each year.
Tough competition and industry challenges
During his cricket days, Malik learnt the value of perseverance, a lesson that has served him well in the cut-throat aviation industry. The local market has seen the unfortunate collapse of major players such as Mango and Comair, signalling just how volatile the landscape can be. Despite these challenges, Malik has thrived, drawing on his extensive management experience in top-tier airline companies, which equipped him with the industry insight needed to navigate tough times.
Exploiting market opportunities
The downfall of established competitors left a gap in the market that Malik was quick to seize. In 2016, Cobra Aviation was launched, based out of the Denel Campus in Kempton Park. As a B-BBEE Level 1 company and 100% black woman-owned aviation outfit, Cobra Aviation initially focused on air charter services, leasing, and cargo. Malik explains: “From the outset, we prioritised reliability, safety, and security while providing consumers with more options. Breaking into the sector was no easy feat, but after nearly five years of groundwork, we’ve successfully overcome the hurdles.”
Strong growth trajectory and future plans
Under Malik’s leadership, Cobra Aviation is on a strong growth trajectory. Although still in its early stages, the company is carving out a niche in the competitive aviation market. With two charter aircraft currently in operation and plans to expand the fleet, including adding a cargo carrier, Cobra Aviation is focused on strengthening its presence across Africa and beyond. Central to this strategy is the adoption of cutting-edge technology, aimed at enhancing safety standards and improving customer experiences.
Championing transformation in aviation
Beyond commercial success, Malik is committed to driving transformation within the aviation industry. He believes that true transformation is lacking and that too many companies treat it as a mere box-ticking exercise. Through Cobra Aviation, Malik is focused on not only increasing diversity within the company, but also providing opportunities for rural and disadvantaged communities to enter the industry. He points to the critical skills shortage as an area in need of urgent attention, particularly in engineering, ground handling, and cabin crew positions.
Confronting anti-competitive behaviour
While competition is expected in any industry, Malik has raised concerns over what he perceives as anti-competitive behaviour from some players in the market. “We’re not afraid of competition,” he says, “but some competitors engage in practices that go beyond fair play. They go to extraordinary lengths to undermine others and act as if they’re untouchable.”
A legacy of leadership and collaboration
Malik’s leadership extends beyond Cobra Aviation. His work in various key roles within the aviation sector has strengthened partnerships across industries and added value to the sector as a whole. His ability to lead with vision and resilience continues to position Cobra Aviation as a rising force within the industry, with a clear focus on innovation, transformation, and growth.
Thabo Mohlala is a freelance writer.
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