MUMBAI—Air India is on the hunt for public relations support to improve its reputation in India and beyond.

The two-year tender comes as the Indian flag carrier prepares to enter the Star Alliance. It is understood to mark Air India's first search for external PR support since it worked with Perfect Relations in 2005.

With a reputation that remains bedevilled by labour issues, poor on-time performance and a mediocre safety record, Air India is calling for a PR agency to "nurture and enhance" its profile, according to tender documents.

In addition to overseeing corporate media, the brief also calls for brand management, market intelligence, social media support, crisis comms, internal engagement and investor relations.

The tender also calls for considerable experience and scale, including a domestic network that includes Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Trivendrum, Kochi, Kozikode and Mangalore.