Air India's inflight service is no worse than any other carriers, and more often than not, a lot better. However, this maalishwallah nonsense appears to be a way to mimic Virgin's Masseur in the Sky schtick which seems quite absurd to begin with. The times Ive flown Virgin, the so-called Masseuse was nowhere to be seen, and the time I did see her, she was busy reading a magazine because there weren't any takers for the backrub or neckrub or whatever.
Air India need to leapfrog their technological standards inflight - new seats, cabin accoutrements, IFE, uniforms, and a complete makeover so that its mostly Indian passengers can board an Air India plane and say "Wow, I can't believe I'm on Air India." I remember boarding the "Emperor Akbar" in 1975 and was wowed back then because Air India's 747s put everything else in the sky then to shame. Of course, all of that costs $$$$$, and a Masseur from the Malabar coast is a lot, lot cheaper than a 777-200ER with the latest creature comforts.
Atheism is Myth Understood.