According to sources, UA began offering unofficial incentives in a bid to grab a slice of the market. Around end-April, Thai decided to take matters in hand and slashed retail prices drastically to Rs 18,500. Earlier a return ticket on this route cost around Rs 29,000 (which, incidentally was well below the DGCA fare of around Rs 37,000). UA and Air Canada reportedly responded promptly and within a month, matched Thai's fare. By June 24, AI had joined the battle as well, retailing tickets to any destination in Europe under a new scheme which is scheduled to last till July 31, at Rs 18,000 through its consolidators and Rs 18,500 directly through travel agents. And consolidators, say sources, are able to offer better rates because they have the benefit of unofficial turnover-linked benefits, which other agents don't enjoy. All through this, BA had kept quiet, but when AI joined the rat race, it threatened to slash its fare reportedly to Rs 16,000. But eventually, persuaded by other airlines, it did not pursue its threat.