Shailesh 2740000 final project

• INRTRODUCTION

• OBJECT IVE OF STUDY

• LIMITATION

• METHODOLOGY

1

Introduction of the Company

Bharti airtel Ltd

Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services. Its subsidiaries operate telecom services across India.
Bharti Airtel is India's leading private sector provider of telecommunications services
based on a strong customer base consisting of 50 million total customers, which
constitute, 45.8 million mobile and 5.4 million fixed line customers, as of March 31,
2010Airtel comes to us from Bharti Airtel Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of
telecom services, which include Cellular, Basic, Internet and recently introduced
National Long Distance. Bharti also manufactures and exports telephone terminals
and cordless phones. Apart from being the largest manufacturer of telephone
instruments in India, it is also the first company to export its products to the USA.
Bharti has also put its footsteps into Insurance and Retail segment in collaboration
with Multi- National giants. Bharti is the leading cellular service provider, with a
footprint in 23 states covering all four metros and more than 50 million satisfied
customers.

The technology that gives a person the power to communicate anytime anywhere has
spawned an entire industry in mobile telecommunication. Mobile telephones have
become an integral part of the growth, success and efficiency of any business/
economy.The government of India recognizes that the provision of the world-class
telecommunications infrastructure and information is the key to rapid economic and
social development of the country. It is critical not only for the development of the
Information technology industry, but also has widespread ramification on the entire
economy of the country. It is also anticipated that going forward, a major part of the
GDP of the country would be contributed by this sector.

Accordingly, it is of vital importance to the country that there be a comprehensive
and forward looking telecommunications policy which creates an enabling
framework for development of this industry.

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In India, the telecommunications market has undergone a major transformation in the
past couple of decades. From being a complete monopoly of the public sector, to the
breaking down of these monopolies, the telecom industry has witnessed significant
policy reforms. These reforms also led to the entry of private players in all kinds of
telecommunications services, such as cellular and wireless in local loop services, in
addition to the basic telephony services.

Airtel is the fastest growing company in the telecom sector in India. The company
understands to deliver their services with full customer satisfaction. We go through
both generic and specific, professional that help us remain well informed and
knowledgeable about the company’s product in the market.

Airtel has collaboration with Research In Motion (RIM) which is a Canadian
company. Blackberry is the product of RIM. It’s an instant email service. At Airtel as
Market Researcher I have to find out the market awareness for Blackberry in Pune
corporate houses, and for that purpose I have to meet to the company’s high profile
executives.

Sing Tel owns 30% of Bharti Airtel.And Vodafone is also a 4% share holder
of Airtel.

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OBJECTIVES OF THE STUDY
The primary objective of the study is to understand the growth pattern of mobile
segment, giving main consideration to mobile segment of bharti airtel limited and
analyzing the franchise on the give parameter. Some other objectives of the study are
as follows:-
• To attract the customers towards the product of the organization using various
promotional tools.
• Research and analysis of the current customer base.
• To analyze the customer satisfaction and problem regarding billing, network,
problems at franchise.
• Analyzing the competition in the market comparative analysis of different
plans of other operator with existing plans of Airtel.
• To know the market share of Airtel in the telecomm market.
• To know the monthly expenses of customers on their Airtel connection.
• To compare company's postpaid services with its prepaid.
• To study the viewpoints of the customers regarding the services provided by
the Airtel.
• To know how much customers are attaching to company yearly.
• To study the responses of customers towards the company.

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LIMITATION
No project is without limitations and it becomes essential to figure out the various
constraints that we underwent during the study.
• The following point in this direction would add to our total deliberations.
• During the study on many occasions the respondent groups gave us a cold
shoulder.
• The respondents from whom primary data was gathered any times displayed
complete ignorance about the complete branded range, which was being
studied.
• Lack of time is the basic limitation in the project.
• Some retailer/whole sellers refuse to cooperate with the queries.
• Some retailer/whole sellers gave a biased or incomplete information regarding
the study.
• Money played a vital factor in the whole project duration.. Lack of proper
information and experience due to short period of time.

• Some retailers did not answer all the questions or did not have time to answer.
• At times customers are not ready to listen to the information given to them
because they are too angry with the whole processing system. So didn't
respond.
• Distribution strategies of Airtel are not up to the mark.

5

RESEARCH METHODOLOGY

A research design is simply a plan or framework for a study that is used in collecting
and analyzing the data. This framework is to ensure that relevant information is
collected and that too depending upon the objectives of the study.The research design
can be classified into three categories – Exploratory, descriptive, and casual:

Exploratory Research

It seeks to discover new relationships, emphasis on discovery of ideas. This research
is used when very little is known about the problem being examined. Exploratory
research studies are also termed as formulative research studies as its main purpose is
to formulate a problem. Exploratory research is used here is flexible and the areas
where this type of research used are to know the:

• Brand preference
• Attitude of the customers
• Market potential
• Buyer's behavior
Consumer's awareness.
The purpose of this type of research is to gain insight into problem. The research
design used for the project at hand is of exploratory in nature. Exploratory research is
always based on small non-representative samples and data obtained are subjected to
qualitative analysis.
Exploratory research helps to gather information about practical problems in carrying
out the research and to provide insight into, and an understanding of, the problem
confronting the researcher.
Descriptive Research

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It attempts to determine the frequency with something occurs or the relationship
between two phenomenon's. It is a type of conclusive research that has its major
objective of describing something like market characteristics or functions.
Descriptive research gives a clear statement of the problem, specifies hypothesis, and
detailed information needs. It is conducted for the for the reasons like to describe
characteristics of relevant group are associated and to make specific predictions, to
estimate the percentage of units in a specified population exhibiting a certain
behavior, to determine the perceptions of product characteristics, to determine the
degree to which marketing variables. A descriptive design requires a clear
specification of who, what, when, where, why, and way of research.
Descriptive research used the following methods:-
• Observation
• Questionnaires
• Interviews
• Examination of records
• Some of the examples are
• Market studies
• Market share studies
• Sales analysis studies
• Image studies.

Causal Research
These designs often adopted in order to discover and determine the cause and effect
relationship. It is also experimental research as its major objective is to obtain
evidence regarding cause and effect relationship. It requires a planned and structured
design. The main method of experiment research is experimentation and hypotheses
are specific. Experimental research is useful in cases where variables are manipulated
in a relatively controlled environment.
Source of collecting data
Achieving accuracy in any research requires in depth study regarding the subject. As
the primary object is to study the market segmentation and strategies secondary

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objective of the project is to compare Airtel with the existing competitors in the
market and impact of Airtel on Bharti, the research methodology adopted is basically
based on primary data via which the most recent and accurate piece of first hand
information could be collected.
Primary Data
Primary data was collected using the following techniques.
Questionnaire Method, Direct Interview Method and Observation Method.
The main tool used was, the questionnaire method. Further direct interview method,
where a face to face formal interview was taken. Lastly observation method had
been continuously observes the surrounding environment he works in.
Procedure:
• Target geographic area was Meerut, Dauralla, Parikshit garh, sakoti &
Matoor.
• To these geographical area questionnaire was filled by 200 people, the
questionnaire was a combination of both open ended and closed ended
questions.
• The date during which questionnaires were filled was between six week.
• Some dealers were also interviewed to know their prospective. Interviews
with the honors of retailer of airtel were also conducted.
• Finally the collected data and information was analyzed and compiled to
arrive at the conclusion and recommendations given.
Secondary data
Secondary data has been used to support primary data wherever needed.
It is used to obtain information on, Airtel and its competitor history, current issues,
policies, procedures etc, wherever required.
Sources of Secondary Data
• Internet
• Magazines
• Newspapers, etc.

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Research Process

Defining the record and research objective.

Developing the research plan for collecting information implementing the

research plan.

Collecting and analyzing data.

Interpreting and representing the findings.

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TYPE OF RESEARCH
This is descriptive research as this research includes surveys and fact finding inquires
of different kinds. So descriptive research help in knowing about particular item or
group of items in other words it describes the state as it exist at present.
DATA COLLECTION
The data collected in this research is first hand so it is primary data. It is collected
directly from the respondent through questionnaire and through visualization.
DATA COLLECTON METHOD
The data was collected through research questionnaire method and through
visualization for franchise analysis. A questionnaire was framed then data collected
by making it fill by different respondent.
DATA COLLECTION INSTRUMENT
It is closed ended and open ended both types of questionnaire. If questionnaire is
closed ended then questions are in the form of 'Yes' or 'No' and if questionnaire is
open ended then questions are in the form of any numerical form.
SAMPLE TECHNIQUES
Sampling techniques used in judgment sampling. As the selection of sample was
done according to the researcher's own discretion and all effort were made to keep
the research objective.
DATA ANALYSIS TECHNIQUES
Analysis of data is done through quantitative method that is numerical figures
expressed in pe
DATA ANALYSIS INSTRUMENT
Instrument used for data analysis is tabulation of data, bar chart.

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• BACKGROUND OF COMPANY

• PROMOTORS

• PRODUT LINE OF THE COMPANY

• FEATURE OF THE PRODUCT

• MAKETING STRATEGY

• COMPETITORS

• COMPETITIVE SITUATION

• ACHIVEMENT OF THE COMPANY

• SHARE MARKET OF THE POSITION

• NATIONAL AND INTERNATIONAL IMAGE

• FUTURE PROSPECT

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AIRTEL BACKGROUND

Bharti Airtel Ltd is a provider of telecommunication services with presence in all the
22 licensed jurisdictions in India and in Sri Lanka. The company is the largest GSM
mobile service provide in India. The company offers an integrated suite of telecom
solutions to enterprise customers, in addition to providing long distance connectivity
both nationally and internationally. The company has fourteen subsidiary companies.
The company provides all the services under the Airtel brand. The company operates
in four strategic business units, namely Mobile, Telemedia, Enterprise and Digital
TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The
Telemedia business provides broadband, IPTV and telephone services in 95 Indian
cities. The Digital TV business provides Direct-to-Home TV services across India.
The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to telcos. The
company also provides Passive Infrastructure Services segment, through Bharti
Infratel Ltd, which deploys, owns and manages passive infrastructure in 11 circles of
India. The company was ranked among the six best performing technology
companies in the world by BusinessWeek. Bharti Airtel Ltd was incorporated in the
year 1995 with the name Bharti Tele-Ventures Ltd. The company was promoted by
Bharti Telecom Ltd, a company incorporated under the laws of India. The name of
the company was changed from Bharti Tele-Ventures to Bharti Airtel Ltd with effect
from April 24, 2006 in order to reflect their brand essence, objective and the nature of
their business activities. During the year 1995-96, the company launched mobile
services under the brand name 'Airtel' for the first time in Delhi and Himachal
Pradesh. During the year 1997-98, the company became the first private telecom
operator to obtain a license to provide basic telephone services in the state of Madhya
Pradesh. They incorporated Bharti BT VSAT Ltd and Bharti BT Internet Ltd during

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the year. During the year 1999-2000, the company acquired JT Mobiles for providing
cellular services operator in Punjab, Karnataka and Andhra Pradesh. Also, they
acquired Skycell, Chennai and thus, they expanded their South Indian footprint.
During the year 2001-02, they launched IndiaOne, India's first private sector national
and international long distance service. They acquired licenses for eight new circles
across India. In July 2001, the Company acquired 100% equity interest in Bharti
Mobitel Ltd (erstwhile Spice Cell Ltd), which provided mobile services in the
Kolkata circle. During the year 2002-03, the company launched cellular mobile
services in the circle of Mumbai, Maharashtra, Tamil Nadu, Kerala, Madhya Pradesh,
Uttar Pradesh (West), Haryana and Gujarat, fixed line services in the circles of Tamil
Nadu and Karnataka and International Long Distance Services. They also
commenced commercial operations for their submarine cable.
landing station. During the year 2003-04, the company obtained the new licenses for
providing the Unified Access Services, which include telecom circles of West Bengal
(including Andaman & Nicobar and Sikkim), Bihar (including Jharkhand), Orissa,
Jammu & Kashmir and UP (East). They also acquired interest in the telecom circles
of Rajasthan and North Eastern States, through the acquisition of 67.5% equity stake
in Bharti Hexacom Ltd. During the year 2004-05, Bharti Cellular Ltd and Bharti
Infotel Ltd, subsidiaries of the company, merged with the company with effect from
April 1, 2004. Prior to merger of Bharti Cellular Ltd with the company, Bharti
Mobile Ltd operated in circles of Karnataka, Andhra Pradesh and Punjab merged
with Bharti Cellular Ltd. The company acquired an additional stake of 1% from
Fouad M T Al Ghanim Trading & Cont Co Kuwait one of the shareholder of Bharti
Hexacom Ltd. During the year, the company and Videsh Sanchar Nigam Ltd entered
into an agreement to share the company's national long distance network for a period
of 15 years for a consideration of Rs. 5,000 million. They entered into a regional
mobile services agreement with six other leading mobile operators, namely Globe
Telecom, Philippines; Maxis, Malaysia; Optus, Australia; SingTel, Singapore;
Taiwan Cellular Corporations, Taiwan and Talkomsel, Indonesia and formed a
regional alliance, namely Bridge Alliance. In April 2005, the company through their
erstwhile 100% subsidiary Bharti Infotel Ltd, which was merged with the company
acquired 100% equity stake in Bharti Broadband Ltd (formerly known as Comsat

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Max Ltd) by acquiring their holding company Satcom Broadband Equipment Ltd
(formerly known as CMax Infocom Ltd).

Satcom Broadband Equipment Ltd and Bharti Broadband Ltd were amalgamated
with the company with effect from October 1, 2005. During the year 2005-06, the
company signed a managed capacity expansion contract with Ericsson for providing
managed services and expands their GSM /GPRS network into rural India in 15
circles. Also, they entered into an agreement with Nokia to expand their managed
GSM/ GPRS/ EDGE networks in eight circles. The company and IBM launched
Managed Services under their joint go-to-market program. During the year,
Vodafone acquired 10% economic interest in the company by way of subscription of
convertible debentures in Bharti Enterprises Ltd. Also, the company entered into
strategic partnership outsourcing agreements for their customer care call center
operations with four international BPOs - Hinduja TMT (HTMT), IBM Daksh,
Mphasis and TeleTech Services. During the year 2006-07, the company incorporated
seven wholly owned subsidiaries namely Bharti Airtel (USA) Ltd, Bharti Airtel (UK)
Ltd, Bharti Airtel (Hong Kong) Ltd and Bharti Airtel (Canada) Ltd, Bharti Infratel
Ltd, Bharti Telemedia Ltd and Bharti Airtel Lanka (Pvt) Ltd. They received letter of
offer from Telecommunications Regulatory Commission of Sri Lanka for providing
2G and 3G mobile services in Sri Lanka. During the year, the company entered into
agreement with Microsoft to offer software and services for the Small and Medium
Business (SMB) market in India and to offer Microsoft's latest Windows Mobile 5.0
technology to its customer. They entered into agreement with Google to offer search
services on Airtel Mobile. Also, they entered agreement with Adani Group to connect
Mundra Port and Special Economic Zone and with IBM to deliver India's first
'Service Delivery Platform'. In July 2006, the company launched 'Airtel Mega' Fixed
Wireless Phone (FWP) services. In September 14, 2006, they acquired 43,750
thousand shares of Bharti Hexacom Ltd for an aggregate consideration of Rs.
875,000 thousand thereby increasing their stake from 68.5% to 68.89%. In December
2006 the company announced their foray into USA with the launch of Airtel
CallHome service for Non-Resident Indians. In March 2007, they introduced

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BlackBerry 8800TM business phone. In April 3, 2007, Bharti Airtel (Singapore) Pvt
Ltd, Singapore, was incorporated for providing Voice.
Interconnection, Prepaid International Calling Services, International Private Leased
Circuits and VSAT Trading. During the year 2007-08, Bharti Airtel Services Ltd
(erstwhile Bharti Comtel Ltd), the wholly owned subsidiary of the company, sold
their entire shareholding in Bharti Telemedia Ltd to the company and Bharti
Enterprise Ltd in the ratio of 40% and 60%, respectively. The company acquired 2%
stake in a subsidiary of IFFCO Ltd called IFFCO Kissan Sanchar Ltd at a
consideration of Rs. 50,125 thousand. Also, they invested USD 1,200 thousand
towards 1,200 thousand shares, of Bridge Mobile Pte Ltd, Singapore (Bridge
Mobile). During the year, the company entered into a joint venture agreement with
Vodafone Essar Ltd and Idea Cellular Ltd and formed an independent tower
company namely, Indus Towers Ltd for providing passive infrastructure services in
16 circles of India. In September 7, 2007, the company acquired 49% of the equity in
Bharti Aquanet Ltd, India, at a consideration of Rs. 159,549 thousand making Bharti
Aquanet Ltd a 100% subsidiary of the company. In September 28, 2007, they
acquired 100% of the equity in Network i2i Ltd, Mauritius, at a consideration of USD
133,400 thousand. In October 1, 2007, the company incorporated a new company
namely, Bharti Airtel Holding (Singapore) Pte Ltd in Singapore as an investment
holding company of the company. In January 2008, the company transferred the
passive telecom infrastructure business of the company to Bharti Infratel Ltd. During
the year 2008-09, the company made their foray into media and television by
redefining home entertainment with Airtel digital TV. They launched their virtual
calling card service 'Airtel CallHome' in UK, Singapore and Canada. The service is
targeted at the huge Indian Diaspora, Non-Resident Indians (NRIs) and Indian
students in these markets. The company launched their mobile services in Sri Lanka
under the Airtel brand. They expanded their footprint by launching their Mobile
Services in Lakshadweep. They also launched VeriSign Identity Protection (VIP)
Services for their enterprise customers in India in partnership with VeriSign.
In February 19, 2009, the company increased their stake in Bharti Hexacom Ltd by
1.11% through acquisition of 2,780,306 equity shares for an aggregate consideration
of Rs. 166,818 thousand. In March 4, 2009, the company subscribed 1,470,000 equity

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shares (49% stake) in Bharti Teleports Ltd for an aggregate consideration of Rs.
14,700 thousand.
In October 2009, the company launched live mobile comic service on their mobile
entertainment portal, Airtel Live. In October 23, 2009, they acquired an additional
55% equity stake in their subsidiary, Bharti Telemedia Ltd for a consideration of Rs.
7.38 crore. Consequently, the total equity interest of the company in Bharti
TelemediaLtd increased to 95%. In January 12, 2010, the company agreed to acquire
70% stake in Warid Telecom, Bangladesh, a wholly owned subsidiary of the Dhabi
Group. Warid Telecom is offering mobile services across all the 64 districts of
Bangladesh. As of January 2010, the company had an aggregate of over 131 million
customers in South Asia, including 121.7 million mobile customers in India. In
March 11, 2010, the company made their debut into Media & Entertainment with the
launch of the Airtel Digital Media Business.
With this, the company is able to offer Content Delivery Solutions for media and
entertainment sector. In June 2010, the company acquired Zain Group's mobile
operations in 15 countries across Africa for an enterprise valuation of USD 10.7
billion. With this, the company has become the first Indian brand to go truly global
with a footprint that covers over 1.8 billion people. Also, the company has become a
major Indian MNC with operations in 18 countries across Asia and Africa with a
customer base of over 180 million.

Board of Directors

The Board of Directors of the Company has an optimum mix of Executive and Non-
Executive Directors, which consists of three Executive and fifteen Non-Executive
Directors.The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an
Executive Director and the number of Independent Directors on the Board is 50% of
the total Board strength.

The independence of a Director is determined on the basis that such director does not
have any material pecuniary relationship with the Company, its promoters or its
management, which may affect the independence of the judgment of a Director.The

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Board members possess requisite skills, experience and expertise required to take
decisions, which are in the best interest of the Company.

Bharti Airtel Board Of Directors

Director Name Designation
Sunil Bharti Mittal Chairman & Managing Director
Manoj Kohli Joint Managing Director & CEO
Hui Weng Cheong Non Executive Director
Tan Yong Choo Non Executive Director
Craig Edward Ehrlich Non Executive Director
Rakesh Bharti Mittal Non Executive Director
Rajan Bharti Mittal Non Executive Director
Akhil Gupta Non Executive Director
Chua Sock Koong Non Executive Director
N Kumar Non Executive Director
Pulak Chandan Prasad Non Executive Director
Ajay Lal Non Executive Director
H E Salim Ahmed Salim Non-Executive Independent Director
Lord Evan Mervyn Davies Non-Executive Independent Director
Tsun yan Hsieh Non-Executive Independent Director
Nikesh Arora Non-Executive Independent Director
Mukesh Bhavnani Company Secretary

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Bharti Airtel promoters

NEW DELHI: Bharti promoters have acquired an additional 0.5% stake in the
telecom arm, Bharti Airtel. Given the prevailing market price of the firm, this deal
would be valued at around Rs 800-830 crore ($195 mn). Meanwhile, the promoters
have also completed the purchase of 5.6% stake held by Vodafone.

Share holding

Share holding pattern as on : 30/09/2011 30/06/2011 31/03/2011
Face value 5.00 5.00 5.00
No. Of % No. Of % No. Of %
Shares Holding Shares Holding Shares Holding
Promoter's holding
Indian Promoters 1729264367 45.54 1727739056 45.50 1727739056 45.50
Foreign Promoters 865673286 22.80 865673286 22.80 865673286 22.80
Sub total 2594937653 68.33 2593412342 68.29 2593412342 68.29
Non promoter's holding
Institutional investors
Banks Fin. Inst. and
172574573 4.54 180932368 4.76 195040038 5.14
Insurance
FII's 650843705 17.14 667809880 17.59 654182473 17.23
Sub total 980957182 25.83 989701874 26.06 984793928 25.93
Other investors
Private Corporate
155932681 4.11 141677595 3.73 140757887 3.71
Bodies
NRI's/OCB's/Foreign
8512071 0.22 8831454 0.23 9750216 0.26
Others
Others 4389222 0.12 4366186 0.11 4484154 0.12
Sub total 168833919 4.45 154875180 4.08 154992202 4.08
General public 52801287 1.39 59540645 1.57 64331569 1.69
Grand total 3797530041 100.00 3797530041 100.00 3797530041 100.00

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SHARE HOLDING PATTERN/OWNERSHIP
The British firm, which held 10% strategic stake in Bharti Airtel, had announced that
it would sell back 5.6% in Bharti Airtel for $1.6 bn in two tranches before November,
2008. Vodafone had made this announcement after it entered India by acquiring
Hutchison's holding in Hutch Essar in 2007.

The entire 5.6% stake that was sold back was held by a Mittal family-held entity —
Indian Continent Investment. Earlier this week, this firm also acquired 0.53%
additional stake in Bharti Airtel through an off-market deal.

Post transaction, this firm holds 6.14% in Bharti Airtel. Though the company
spokesperson declined to name the seller for the 0.5% stake, sources said that it was
be one of the large foreign institutional investors(FIIs).

The FIIs held 23.63% in Bharti Airtel as of June 30. It is not known exactly at what
price or on which date the deal was struck. However, given the scrip price movement
over the last two weeks, the deal would be Rs 800-crore plus. As a result, the
promoters' holding (the Mittal family and Singtel) in the country's largest telecom
operator has gone up to 67.03%. As of June 30, promoters held 66.5% in the
company. Among the top non-promoter shareholders in Bharti Airtel are insurance
firm LIC and other institutional investors such as Eurpacific Growth Fund, Merrill
Lynch and Morgan Stanley, all of whom held more than 1% stake as of June 2008.

1st Quarter: 45.38% of the total shares were held by the “promoter and
promoter group”. 54.62% of the shares were held by the public institutions.
2nd Quarter: 60.97% of the total shares were held by the “promoter and
The shareholders belonging to the “public” category and holding more than
4% of shares were:

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Vodafone International Holding BV
Citigroup Global Markets Mauritius Private Limited
Morgan Stanley And Co International Limited
Life Insurance Corporation of India under Various Schemes
The Growth Fund of America Inc
3rd Quarter: 60.96% of the total shares were held by the “promoter and
4th Quarter: A major portion of the shares are held by the “promoter and
promoter group”. They held 60.95% of the shares, the two promoters being
Bharti Telecom Limited and Pastel Limited.
The remaining 30.05% shares were held by non-institutions.
Partners of airtel
The company has a strategic alliance with SingTel. And vodafone is also a 4% share
holder of Bharti airtel The investment made by SingTel is one of the largest
investments made in the world outside Singapore, in the company. The company’s
mobile network equipment partners include Ericsson and Nokia. In the case of the
broadband and telephone services and enterprise services (carriers), equipment
suppliers include Siemens, Nortel, Corning, among others. The Company also has an
information technology alliance with IBM for its group-wide information technology
requirements and with Nortel for call center technology requirements. The call center
operations for the mobile services have been outsourced to IBM Daksh, Hinduja
TMT, Teletech & Mphasis.

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AIRTEL PRODUCT & SERVICES

• Airtel Toll Free

• Airtel Broadband

• Airtel Landline

• Airtel 3G

• Airtel Mobile

• Airtel Leased Line

• Airtel Blackberry

• Airtel IPhone

• Airtel Money

• Airtel DTH

Feature of Products

An internet leased line is a premium internet connectivity product, delivered over
fiber or wi-fi, which is dedicated fully duplex and provides uncontended,
symmetrical speed Internet. With Internet becoming critical in today's business
environment, the need for quality Internet connectivity is on the rise. With price
difference between Broadband & Internet leased line was almost 4 times till an year
ago Internet Leased Line was used by only corporate's. & large organisations With

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the higher bandwidth availability with service providers in India & the rise in demand
for Internet Leased Line among consumers saw drastic price cuts over the year
bridging the gap between Internet Leased Line & Broadband making every business
considering Internet Leased Line for their Internet connectivity.

Leading the pack of Service providers providing Internet Leased Line is AIRTEL
with over 50% market share due to its quick response, reachability & competitive
pricing.

• * Unparalleled Service Level Guarantee

• * Easy scalability

• * Premium Service dedicated to an individual customer

• * 24 x 7 Dedicated Internet access

• * 24 x 7 Networks Monitoring Service and Technical Helpdesk

S.No. Speed Sharing Ratio Last Mile Interface Rate
1 512 Kbps 1:1 Copper Ethernet 60000
2 1 Mbps 1:1 Copper Ethernet 90000

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SERVICES

Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. Going mobile with
Airtel Prepaid is a new way of life. With a host of great features, also simple to use,
Airtel Prepaid makes everything that you dreamt and believed, possible.
Total Cost Control
untill to make an STD/ISD call. Hassle-free calls are here to stay!
You can control your Airtel Prepaid like never before. No more rentals or deposits –
simply recharge as much as you need to from as low as Rs. 1, to as high as Rs.
10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your airtel Prepaid. No more paying
deposits or having a minimum balance in your account to make an STD/ISD call.
Hassle-free calls are here to stay! for more information on STD/ISD rates in your
circle new.
Strong Network Coverage

Enjoy complete clarity when calling with Airtel’s world-class technology and
unbreakable network coverage that spans over 23 circles across the country
Instant Balance and Validity Enquiry

Your account balance is updated on the screen of your handset at the end of each
chargeable call. You can also call 123 from your mobile phone and listen to the voice
announcement or simply dial *123#, press 'OK' or 'YES' button and your account
balance will be displayed on the screen of your handset
Recharge your Airtel Prepaid

Recharging is Easy. The calling value on your card keeps reducing as you make calls
or use any other chargeable service. Choose the Airtel Prepaid Recharge Coupon
that’s right for you, from a variety of tailor– made recharge coupons with different

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denominations, which are available at a number of outlets across your city. Simply
follow the procedure mentioned below, to recharge your phone.
• Gently scratch the silver panel on the reverse of the recharge card for a 16-
digit number. Call '123' and choose your preferred language.
• Follow the voice announcement and enter the 16-digit recharge number, when
requested. Your prepaid account will be automatically recharged by the
calling value amount and validity of your coupon.

24-hour Recharge via ATM

Recharge your airtel Prepaid round-the-clock at your nearest ATM. Just walk up to
your nearest ATM, insert the ATM card and enter your ATM PIN number. Select
'Mobile Recharge / Bill Pay' from the main menu and follow the prompts to recharge
your prepaid. This recharge option is available with all leading banks.

Internet Recharge
You may log on to the Internet banking website of your bank and select the prepaid
recharge option to recharge your airtel prepaid. Many leading banks provide Internet
based recharging.
Denomination Rs Calling value Rs Proc Fee Rs Service tax Rs Validity Days

50 43.33 2.0 4.67 30

100 88.66 2.0 9.34 30

200 179.32 2.0 18.68 30

300 269.99 2.0 28.01 30

500 451.31 2.0 46.69 30

1000 904.62 2.0 93.38 30

Prepaid Roaming
24

Airtel Prepaid comes reactivated with 'National Roaming', so you stay connected no
matter wherever you are. You can also send or receive MMS, check your email and
access other GPRS services while roaming in India as you would in your own city.
While traveling abroad you can receive calls & send or receive SMS

Airtel Reduces Roaming Rates – Prepaid Plan in Details

India’s largest GSM mobile service operator Airtel today launched two new prepaid
offers, keeping in mind the fact that over 110 million people across India use Airtel,
making it the largest network in the country. These new plans will offer customers
the ability to make Roaming calls at the following rates i.e.Airtel to all Airtel (
Local+STD) @ 60 paise /min and Airtel to all Others (Local+STD) @ 80
paise/min.The Incoming calls while national Roaming would be charged @ 60
paise/min.Airtel is not in the race with other service provider. Airtel is such a big
company but do not have any affordable plan for roaming, sms, call . Its a big shame
for airtel. Your plans are not affordable for students and general public. Please launch
some better and cheaper plans . Please look at small companies like Aircel and Idea
they have much better plans.

25

Airtel is very costly than others, you dont have any cheaper plan for roaming calls
and sms finaly it is the matter of shame for such a big company, we r stil waiting for
some good schemesFollowing the announcement of “Airtel Reduces Roaming
Rates By Nearly 60% ” here is a 1st hand look at the two new Prepaid schemes,
specially tailored to give upto 60% savings on National Roaming call charges.

Airtel TurboAirtel Turbo
Particulars Unit
98 99
Enrollment Fee Rs. 98 99
Pulse 1 min 1 sec
Talktime 0 0
Validity (Main
365 days 365 days
A/c)
Free sms 200 local 200 local
Local
A-A Rs. 0.50 0.01
A-Others Rs. 0.60 0.012
STD
A-A Rs. 0.50 0.01
A-Others Rs. 0.60 0.012
SMS
Local Rs. 1.00 1.00
National Rs. 1.50 1.50
International Rs. 5 5
Roaming
Local/STD – A-A Rs. 0.60 0.60
Local/STD – A-O Rs. 0.80 0.80
Incoming Rs. 0.60 0.60
ISD Rs. Standard Standard
AIRTEL has introduced a new STV in kolktata RC 78, which offers local A-A @
35paisa/min..it works with all other SVVs(excluding RC 38,RC 98, RC 99).

26

Other Services

Airtel brings you, a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and excitement.
Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation – all
with your Airtel prepaid connection.
Voice Mail
When your handset is switched off, or you’re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that there's
no extra monthly cost for setting up Voicemail - you just pay for the phone call when
you use the service.
SMS (Short Messaging Service)
Send messages quickly and easily using text, if it's too noisy to talk or you don't have
much time. It's the way to share those interesting one-liners, important reminders and
rib-tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your airtel mobile
phone with Subscription Services. SMS to 53333 for News, for Jokes, for Business News, for Sports Alerts &
 for Vaastu tips.
MMS (Multi-media Messaging Service):
Jazz up your messages with pictures, images and video clippings, with MMS from
Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service

settings.
Airtel Live!
Make your mobile the most happening entertainment destination with Airtel Live!
Airtel brings you the latest in entertainment and information services, right on your
phone!

27

Airtel Live! WAP Services:
Download the latest ring tones, games, wallpapers, videos and much more. You can
also get news clips, watch live TV and download full songs on you phone. To get
Airtel Live! settings on your phone, SMS 'Live' to 56465 and save the settings that
you receive as your preferred connection. Airtel Live! Portal can be accessed from
you GPRS enabled phone, by sending a SMS 'FUN' to 56465.
Airtel Live! Voice Services:
Just Dial 56465, and name the service. For e.g. say ring tones to download your
favorite ring tones. You can also choose a variety of content options like Live Cricket
Commentary, latest National / International News, Movie Reviews or Stock market.
Airtel Live! SIM Services:
Access loads of fun content and exciting services like cricket, stocks, on your phone
at the touch of a few buttons with Airtel Live! SIM based Services on your SIM card
menu.
Airtel Live! SMS Services:
You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose
Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring tones. In
case you need assistance SMS, Help to 56465.
Buy Music - Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone
with talk time. Simply walk into your nearest Airtel Shop and walk out with your
favorite song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to
Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list
of more than 18000 songs.

Airtel Postpaid

28

Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just
through words but ideas, emotions and feelings. To give you the unlimited freedom
to reach out to your special people in your special way.
Easy Billing :
Enjoy a host of rich features only with Airtel e-bill. Register free on ‘My Airtel’
section and view your monthly bill with call details for last three months. Sort your
calls between personal and official or analyze your usage, at the click of a button. To
change your tariff plan call our IVR at 121 and leave a request.
Easy Payment Options. Anytime Anywhere

You can choose from a host of convenient payment options only with Airtel. Walk
into any Airtel relationship centre and make your payments by cash or credit card.
Drop a cheque at any of the drop boxes for making payments or simply log on to
My Airtel section and pay instantly through your credit card.
Standing Instructions
You can give us standing instructions to debit your credit card account for your
monthly Airtel bills. All you have to do is fill the Standing Instruction Form and
mail, fax it to us or drop it any of our relationship centers.
Electronic Clearing System
Fill an ECS form and mail, fax it to us or drop it any of our relationship centers to
directly debit your bank account for your monthly Airtel bill.
Pay while roaming
Airtel has introduced 'Anywhere payment' that offers you the convenience of making
payments while you roam. Walk in to any Airtel Relationship Centre in the country,
make payments by cash or credit card and enjoy uninterrupted Airtel Services. not
misused. Should you exceed your credit limit, you will be informed via a voice or a
non-voice message to make an interim payment and reduce your .

Strong Network Coverage

29

Enjoy complete clarity when calling with Airtel .It offers you world class technology
and unbreakable network coverage that spans over 23 circles across the country.
Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD facility on your Airtel
phone.
Widest Roaming - National and International

Airtel's roaming service allows you to stay connected and use your mobile phone to
make or receive calls from almost anywhere in India and also over 160 countries,
abroad.
GPRS - Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office
mails (eg. Blackberry services), from almost anywhere in India and abroad.
Say it. In more than just words, with Services from Airtel

Airtel brings you a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and excitement.
Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation, help
you do more with your Airtel Postpaid connection!
Conference call

you can hold a teleconference with 5 people simultaneously with Call Conferencing
service from Airtel. In fact, you can set up a conference even when the other five are
using a landline phone. To know more, call customer service at 121.

Missed call alert

30

A missed call alert is a SMS that you will receive for all the calls that you missed.
The SMS will detail the CLI and the time when the call was made. To activate, dial
*135*2# then press the call button and wait for the request to be completed.
Voice Mail

when your handset is switched off, or you’re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that there
extra monthly cost for setting up Voicemail - you just pay for the phone call when
you use the service.
SMS (Short Messaging Service)

Send messages quickly and easily, using text, if it's too noisy to talk or you don't have
much time. It's the way to Share those interesting one-liners, important reminders and
rib-tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts

Get regular alerts on news, jokes, business, health and films on your Airtel mobile
phone with Subscription Services. SMS for News, for
Jokes, for Business News, for Sports Alerts & for Vaastu tips to 3333.
MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from
Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service
settings.
Hello Tunes

Tired of that boring old ‘tiring tiring’ on your phone? Well now when a friend calls,
you can make them groove to the hottest new tracks burning up the music charts with
Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New
Arrivals categories that are updated regularly.
What's more, you can directly call the number for your kind of music, e.g. call
678005 for ‘English New’ and 678001 for ‘Hindi New’. This would directly take you
to your favorite artist's Hello Tunes listing.

31

Copy a Hello Tunes

Like a tune you want, all you have to do is call 55055 and follow the simple voice
instructions to copy your favorite Hello Tunes. Once inside the copy feature, just key
in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you
get the same Hello Tune assigned to your number.

Gift a Hello Tunes

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift
a Hello Tune to that special someone. Just call 55055 and choose the song that you
want to gift. Follow the simple voice instructions and key in the 10-digit Airtel
mobile number that you want to gift the Hello Tune to. You will get an SMS
notification upon successful receipt of that gift.
POSTPAID TARIFF
Airtel Postpaid allows you to choose from a variety of affordable talk plans,
convenient payment options and host of rich features. So get set to enjoy a world of
limitless possibilities!
Reference Tariff Packages (RTP)
ON TIME CHARGES
Activation Charges Rs. 600
Membership Fee NA
Security Deposit Rs. 1000
MONTHLY CHARGES (FIXED) Rs. 524
Bill plan Charge Rs. 425
Monthly Rental Rs. 99
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 99
Airtel GSM / Landline /
CDMA (10 WLL
Digit)
Local Rates Rs. 1.99 Rs 1.99 Rs 1.99
STD RATES
50 – 200 Km
200 – 500 Km
500 + Km

32

ISD
USA, Canada, Europe (Fixed Line), Rs. 7.20
Australia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new
Zealand
Gulf, Europe (Mobile), SAARC Rs 9.99
Countries, Africa & Rest of the world
Cuba, Sao tome & Principle, Guinea Rs. 40.00
Bissau, Diego Garcia, Nauru,
Solomon Islands, Vanuatu, Cook
Island, Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS
Local Rs. 1.50
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00
Airtel One Standard 150
ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24
months)
Security Deposit NA
Bill Plan Charge Rs. 51
Clip NA
Clip Rs. 50
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Islands, Tuvalu,
Tokelau, Norfolk Island, Sakhalin
SMS
Local Rs 1.50
National Rs 2.00
Intentional Rs. 5.00
VAS Rs. 3.00

33

 This Bill Plan is also available under Advance Rental of Rs. 900 for 2 years.
LOCAL PACK
Airtel to other local mobiles (non Airtel) At Rs 1 / min
 Monthly rental Rs 25 per months/-
 STD Pack
Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.
 Monthly rental Rs 75 per month/-
 Special offer for Airtel Telephone service customers for availing Airtel Mobile
services
If you already have Airtel Telephone service, you can buy a new Airtel Mobile
connection under Airtel One Standard 150 Plan.
Benefits:
 Non security deposit.
 No membership / activation fee
 Enjoy calls to your Airtel fixed line no. at just 60 P / min.
 Monthly rent of Rs 25 for reduced call rates to your Airtel fixed line has been
waived off for 1 year.
For details, call us 516-12345
Advance Rental benefits (1year scheme)
Pay an advance rent of Rs 999 and enjoy Airtel One Standard 150 plan at Zero
monthly rental for one year.
Advance rental of Rs 999 gives you a rental discount of Rs 150 every month for the
next 2 months. All other options and charges are as per the existing Airtel One
Standard 150 Plan.

AIRTEL ON STANDARD 249

ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24
months)
Security Deposit NA

34

Bill Plan Charge Rs. 150
Clip NA
Clip Rs. 50
Airtel GSM / Landline /
CDMA (10 WLL
Digit)
LOCAL RATES Re. 1.00 Rs. 1.25 Rs. 1.25
STD RATES
50-200Km Rs. 2.00 Rs. 2.40 Rs. 2.40
200 – 500 Km Rs. 2.00 Rs. 2.40 Rs. 2.40
500 + Km Rs. 2.00 Rs. 2.40 Rs. 2.40
ISD
USA, Canada, Europe (Fixed Line), Rs. 7.20
Australia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new
Zealand
Gulf, Europe (Mobile), SAARC Rs 9.99
Countries, Africa & Rest of the world
Cuba, Sao tome & Principle, Guinea Rs. 40.00
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Island, Tuvalu,
Tokelau, Norfolk Island, Sakhalin
SMS
Local Rs. 1.50
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00

You also enjoy 25 FREE local mobile to mobile SMS.

35

Airtel 3G Tariff Plan – Net Setter and Mobile

Airtel provides the latest technology of 3G and facilitates users by different prepaid
and postpaid tariff plans. The service is a key feature for people who want to stay in
touch with their friends and family all time in a day. There are many cellular
companies provide such a facility, and Airtel is one of them. The Airtel 3G tariff is
very simple and acceptable for users. The rates are very low and have coverage all
over India. The new services of 3G make it easy for people to download the latest
stuff related to their study and entertainment. You can download songs and upload
your pictures at the faster speed.

The tariff plan for such services is of two types one is postpaid and other is prepaid.
In postpaid tariff plans, you have to pay bill of your internet package according to
your usage. To get this service you have to submit some security in the company
sales shop first, while in prepaid services you can recharge your balance and can
entertain service without waiting for anything. Have a look on the Airtel 3g tariff
plan, you will find two types of services one is prepaid. In prepaid services, there are
two kinds of packages available, one is volume based while other is a budget base
plan.

36

In Airtel prepaid tariff plan of volume base, you have a different selection
according to your use. You can calculate your internet use with the help of a
calculator available at Airtel website. You can estimate your internet usage by adding
information like emailing per day and some other information like approximate
buffering and online hours. The calculator will calculate best package for you. You
can also consult it with Airtel prepaid tariff plan to know its cost. Volume based
package can be beneficial if you know you exactly use of the internet.

Other Airtel 3G tariff plans are price based. You can select the plan according to your
budget plan. These new competitive rates make it easy for user to select and enjoy
the services everywhere. These tariff plans are mostly limited, to some extent, like
some may be providing you one day service or some of these will provide one week
service. So try to investigate first about these packages before selecting one of them.
Both Airtel prepaid plans and postpaid plans have attractive offers with different
call rates, this offer will make you easier in selecting these rates.

The 3G technology makes faster the internet service now. You should select an
Airtel 3G tariff according to its coverage, if you are living in some remote area than
its no problem with Airtel internet providers. You can get better service even in
villages and hilly regions also, if EDGE service is failed to operate you can use
GPRS service everywhere in the country. The difference is this that EDGE service is
faster than GPRS service. It is better for you to investigate first about internet
Provider Company and its devices in your area. Airtel is most renowned because it
covered larger area of country and people like it due to cheap Airtel 3G tariff plans.

37

Airtel 3g USB Modems
Now choose speed from an exciting range of airtel 3G USB modems

airtel 3G USB modem 7.2 Mbps – E1731
Now choose superfast speed with select features on airtel 3G USB modem 7.2 Mbps
airtel 3G USB modem 3.6 Mbps – E153
Now choose speed with select features on airtel 3G USB modem 3.6 Mbps

3G Data Card Plans
1-Rs. 9 free 10 Mb
2-Rs.45 free 30 Mins
3-Rs. 37 free 30Mb
4-Rs.94 free 150Mb
5-Rs.64 free 80Mb
6-Rs.198 free 500Mb
7-Rs.450 free1200Mb
8-Rs.750 free 4GB
38

9-Rs.675free 2.5GB
10-Rs.250free 300Mb
11-Rs.1245 free 10GB

(Airtel 3G Data Card )

PRODUCT LIFE CYCLE
The pattern of cell phone subscriber growth observed elsewhere in the world reveals
that the growth in the market is initially slow followed by a sharp acceleration, but so
far that has not happened in India. As far as the Product Life Cycle is concerned.
Indians are at the beginning of the maturity stage.

INRTRODUCTION GROWTH MATURITY DECLINE

39

MARKETING STRATEGIES ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone service,
Airtel. Besides print advertising, the company had put up large no of hoardings and
kiosks in and around Delhi.
The objective behind designing a promotion campaign for the ‘Airtel’ services is to
promote the brand awareness and to build brand preferences.
It is trying to set up a thematic campaign to build stronger brand equity for Airtel.
Since the cellular phone category itself is too restricted, also the fact that a Cellular

40

phone is a high involvement product, price doesn't qualify as an effective
differentiator. The image of the service provider counts a great deal. Given the Cell
phone category, it is the network efficiency and the quality of service that becomes
important. What now the buyer is looking at is to get the optimum price-
performance package. This also serves as an effective differentiator
Brand awareness is spread through the' campaigns and brand preference through
brand stature. Airtel's campaign in the capital began with a series of 'teaser'
hoardings across the city,' bearing just the company's name and without explaining
what Airtel was. In the next phase the campaign associated Airtel with Cellular only
thereafter was the Bharti Cellular connection brought up. Vans with Airtel logos
roamed the city, handing out brochures about the company and its
services to all consumers. About 50,000 direct callers were sent out. When the name
was well entrenched in the Delhiites’s mind, the Airtel campaign began to focus on
the utility of Cell phone.
In the first four months alone Airtei's advertisement spend exceeded Rs. 4 crores.As
of today the awareness level Is 60% unaided. This implies that if potential or
knowledgeable consumers are asked to name a Cellular phone service provider that is
on the top of his/her mind 60% of them would name Airtel. As for aided it -is 100%
(by giving clues and hints etc.).
Brand strength of a product or the health of a brand is measured by the percentage
score of the brand on the above aided and the unaided tests. The figures show that
Airtel is a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target and a game plan with
due regard to Its competitor. Airtel's campaign strategy is designed keeping in mind
its marketing strategy. The tone, tenor and the stance of the visual ads are designed
to convey the image of a market leader in terms of its market share. It tries to portray
the image of being a "first mover every time" and that of a "market leader".
The status of the product in terms of its life cycle has just reached the maturity stage
in India. It is still on the rising part of the product life cycle curve in the maturity
stage.

41

The diagram on the left hand side shows the percentage of the users classified into
heavy, medium and low categories. The right hand side shows the revenue share
earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, values its heavy
users the most and constantly indulges in service innovation. But, since heavy users
comprise only 15 - 20% of the population the other segment cannot be neglected.
The population which has just realized the importance of cellular phones has to be
roped in. It is for this reason that the service provider offers a plethora of incentives
and discounts. Concerts like the "Freedom concert" are being organized by Airtel in
order to promote sales. The media channel is chosen with economy in mind. The
target segment is not very concrete but, there is an attempt to focus on those who can
afford. The print advertisements and hoarding are placed in those strategic areas
which most likely to catch the attention of those who need a cellular phone. The
product promise (which might cost different 1 higher) is an important variable in
determining the target audience.
Besides this, other promotional strategies that Airtel has adopted are.
• People who have booked Airtel services have been treated to exclusive
premiers of blockbuster movies. Airtel has tied up with Lufthansa to offer
customer bonus miles on the German airlines frequent flier's programs.
• There have been educational campaigns, image campaigns, pre launch
advertisements, launch advertisements, congratulatory advertisements,
promotional advertise-ments, attacking advertisements and tactical
advertisements.

TELECOMMUNICATION MARKET IN INDIA
The Indian telecommunications Network with 250m telephone connections is the
fifth largest in the world and is the second largest among the emerging economies of
Asia. Today it is the fastest growing market in the world and represents unique
opportunities for UK companies in the stagnant global scenario. Tele-density, which
was languishing at 2% in 1999, has shown an impressive jump to 9.5% in 2007 and
10.5% in 2009 and is set to increase to 20% in the next five years beating the Govt.

42

target by three years. Accordingly, India requires incremental investments of USD
20-25 bln for the next five years.
Private operators have made mobile telephony the fastest growing (over 164% p.a.)
in India. With more than 33 million users (both CDMA and GSM), wireless is the
principal growth engine of the Indian telecom industry. Given the current growth
trends, cellular connections in India will surpass fixed line by late 2004/early 2005.
Intense competition between the four main private groups - Bharti, Vodafone, Tata
and Reliance and with the State sector incumbents-BSNL and MTNL has brought
about a significant drop in tariffs. There has been almost 74% in cell phone charges,
70% in ILD calls and 25% drop in NLD charges, resulting in a boom time for the
consumers.

GSM MARKET IN INDIA
Regional Interest Groups - GSM India

With a population of around 1.1 billion growing at roughly 1.7 per cent a year, India
is potentially one of the most exciting GSM markets in the world. After two rather
difficult years, the past 12 months have seen the region's promise beginning to come
to fruition. Much of this success can be attributed to the stabilization of the licensing
and regulatory environment.
India's telecommunications have undergone a steady liberalization since 1994 when
the Indian government first sought private investment in the sector. More significant
liberalization followed in 1996 with the licensing of new local fixed line and mobile

43

service providers. However, it has been the government's New Telecom Policy
(1999) that has had the most radical impact on the development of GSM services.
The policy's mission statement is 'affordable communications for all', There is a
genuine commitment to creating a modern and efficient communications
infrastructure that takes account of the convergence of telecom, IT and media. In
addition, the policy places significant emphasis on greater competition for both fixed
and mobile services
Competition in the mobile sector has already had a visible impact on prices with calls
currently costing less than 9 cents per minute.
India fastest growing GSM mart
This means that service costs have fallen by 60 per cent since the first GSM networks
became live in 1995. It also helps explain why a recent Telecom Asia survey revealed
that more than 70 per cent of Indian mobile subscribers felt that prices were now at a
reasonable level.
The good news is that subscriber growth is beginning to look healthy. With India's
low PC penetration and high average Internet usage -at 14-20 hours a month per user
it is comparable to the US -the market for mobile data and m-commerce looks
extremely promising. WAP services have already been launched in the subcontinent
and the first GPRS networks are in the process of being rolled out. In the year ahead,
GSM India will work with its members to realize the potential of early packet
services in anticipation of the award of 3GSM licenses.
India is expected to have 145 million GSM (global system for mobile
communications) customers by 2007-08 compared to 26 million subscribers as on
March 2005, according to the Global Mobile Suppliers Association. "For GSM, India
is a success story. It is one of the fastest growing markets with its subscriber base
doubling in 2005. At this pace, the target of 150 million subscribers by 2007-2008 is
definitely achievable," Alan Hadden, president of GSA, said at a news conference in
New Delhi. Globally, the GSM market reached 1 billion users in February 2005, he
said, adding GSM accounted for 80 per cent of the new subscriber growth in
2005."Almost every Latin American operator has chosen GSM. In North America
GSM growth is bigger than CDMA (code division multiple access)," he said.
Commenting on the raging debate over GSM versus CDMA in mobile services arena,

44

Hadden said: "GSM is the world's most successful mobile standard with over 1
billion users, and is an open mobile standard. It also supports automatic international
roaming, which is a major contributor to business plans

Bharti is almost there
But first, the EDGE! Bharti Cellular is close to commercially launching its EDGE
service in Delhi and Mumbai by end May or early June, sources said. The company
was the first to conduct field trials in November with its equipment supplier Ericsson.
Idea too held EDGE field trials in February this year with its vendor Nokia.
Vodafone and BPL are yet to hold the trials. The two companies would eventually
migrate to EDGE, but perhaps after seeing the response to Bharti’s service.
EDGE holds the promise of delivering data speeds of around 170-180 kbps (as
against the theoretical speed of around 380 kbps) which, if achieved, promises the
launch of many data applications. The scalable cost of migrating from GPRS to
EDGE is not too high and mainly comprises software upgrades in case of a modern
network such as Bharti and Hutch, claimed chairman of GSA India chapter Rakesh
Malik.

PROFILE AND ORGANISATIONAL STRUCTURE

OF THE COMPANY

Chief Executive Officer (C.E.O)

↓

45

Manager → Marketing Manager
↓
Project Manager
↓
Project Deader
↓
Team Leader
↓
Team Member
↓
Quality Controller
↓
Tester

Business Divisions
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti
Group has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti has recently forayed into retail business as Bharti
Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has
successfully launched an international venture with EL Rothschild Group to export

46

fresh agri products exclusively to markets in Europe and USA and has launched
Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.
Bharti Airtel is one of Inate sector providers of telecommunications services based on
an aggregate of 42,685,530 customers as on May 31, 2008, consisting of 40,743,725
GSM mobile and 1,941,805 broadband & telephone customers.
business units (SBU’s) - mobile services, broadband & telephone services (B&T) &
enterprise services. The mobile services group provides GSM mobile services across
India in 23 telecom circles, while the B&T business group provides broadband &
telephone services in 94 cities. The enterprise services group has two sub-units -
carriers (long distance services) and services to corporate. All these services are
provided under the Airtel brand. The businesses at Bharti Airtel have been structured
into three individual strategic.
The Bharti Airtel Group :
Offers GSM mobile services in all the 23-telecom circles of India and is the largest
mobile service provider in the country, based on the number of customers.
Offers high speed broadband internet with a best in class network..
Focuses on delivering telecommunications services as an integrated offering
including mobile, broadband & telephone, national and international long distance
and data connectivity services to corporate, small and medium scale enterprises.
The Company compliments its mobile and broadband & telephone services with
national and international long distance services. It has over 35,016 route kilometers
of optic fiber on its national long distance network. For international connectivity to
east, it has a submarine cable landing station at. For international connectivity to
thewest, the Company is a member of the South East Asia-Middle East-Western x.
BUSINESS DECISION
• Bharti Enterprises announces new Apex Level Strategic Organization
Structure.
• Bharti announces a Strategic Roadmap for its Retal Venture.
• Bharti Group has an arrangement to buy 5.6% direct interest of Vodafone in
Bharti Airtel Limited for US $ 1.6billion

47

Fact sheet

Name Bharti Airtel Limited.

Business Provides mobile, broadband & telephone (fixed line) and
Description enterprise services (carriers & services to corporate)

Established July 07, 1995, as a Public Limited Company

Rs. 184,202 million (year ended March 31, 2008-Audited)
Proportionate
Revenue
As per Indian GAAP Accounts

Proportionate
EBITDA
As per Indian GAAP Accounts

Shares in Issue 1,895,934,157 as at March 31, 2008

The Stock Exchange, Mumbai (BSE)
Listings
The National Stock Exchange of India Limited (NSE)

Market
Approx. Rs1, 597 billion. Closing BSE share price= Rs.842.50
Capitalization

40,743,725 GSM mobile and 1,941,805 broadband & telephone
Customer Base
(fixed line) customers (Status as at month ended May 31, 2008)

Provides GSM mobile services in all the 23 telecom circles in
India, and was the first private operator to have an all India
Operational
presence.
Network
Provides broadband (DSL) and telephone services (fixed line)
in 94 cities in India.

SALES DEPARTMENT AND STRATEGY

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A. Major Accounts (Direct Channel)
• Handles corporate (named and famed) accounts
• Forecasting of sales
• Mapping the accounts
• Providing after sales support to the subscribers.
• Maintaining call reports for records.
• Providing Feedback to the marketing department regarding the requirement of
the market.
B.IDC (indirect Channel)
• Handling distribution
• Maintaining records and level check of the channel partner
• Liaisoning between the channel partner and the company.
• Target achievement Training the executives of the channel

C.Distribution Support
1. Logistics
• Monitor handset and SIM card requirements of channel partners and co-
ordinate with stores.
• Settle areas of concerns such as incentive claims of channel partners

2. Rental
• Provide cellular services (SIM cards) on rent.
• Provide cellular phones on rent
• Useful for people visiting Delhi for a short interval.

3. Telesales
• Call customers and generate sales lead.
• Follow up with the customers, if they need any assistance

• Pass on the sales lead to the channel department.

4. Audit

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• Consultant to the AirTel showrooms.
• Monitor the operations at the AirTel distribution outlets Organize training.

5. Retail
• Locate shops to open retail counters.
• Monitor the retail counters.

MARKET SEGMENTATION
Segmentation is beneficial because of better predictability of the target consumer
group, minimization of risk exposure, better ability to fine-tune a product / service to
the requirement of target buyer and the resultant ease in designing a proper designing
marketing mix strategy In this case segmentation is on the bade of income.
In evaluating different market segments the company looks at two factors The
overallattractiveness of the segments and the company's objectives & resources The
present market for Cellular phones, pagers and conventional phones is as follows
X Market Segment Targeted
Premium Middle Economy
Upper Lower Upper Lower Upper Lower
Cellular Phones product Mximize market share
Create X X X - Maximize profits- whole
-
Pager X X X X - -
Conventional and trial
awareness X X X X defending market -share
X
Phones
MARKETING OBJECTIVES AND STRATEGIES

Product Offer a basic Offer value added Increase in
product/ service. services number of value
added services.

Price Charge cost- plus Price to penetrate Price to match or
market best competitors

50

Distribution Build selective Build Intensive Build more
distribution distribution. intensive
distribution.

Advertising Build product Build awareness Stress brand
awareness among and interest in the differences and
early adopters mass market benefits.
and dealers.

Sales Promotion Use heavy sales Increase to build Increase to
promotion to and maintain encourage brand-
entice people to relationships with switching.
subscribe. customer.

DISTRIBUTION

Company

Franchisee Distributor

Dealers
Dealer

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Customer
Customer

The-company whose operations are concentrated in and around Delhi. It 27
Franchisees and 15 Distributors- They also have 8 'instant access cash card counters-
Each franchises or distributor can have any number of dealers under him as long as
the person is approved by the Airtel authority. Each franchise has to invest Rupees
Ten Lakhs. To obtain a franchise and should employ an officer recruited by Airtel.
This person acts as a liaison between the company and the franchises. The franchises
can it any number of dealers as long as their territories do not overlap. But
unfortunately Airtel has not been very successful in controlling territorial overlaps of
dealers.

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Promotional strategy. For this the Company contributes 75% of the money and the
franchise contributes 25% of the money. The dealers under the franchisee receive the
same commission. The franchises and the dealer obtain the feedback from the
customers and they are sent through the liaison officer on a day-to-day basis to Airtel.
The dealer has to invest Rupees. OneLakh as an initial investment. The dealers of
Airtel are not allowed to provide any other operators' service.
Target set for distributors and the dealers is 100 -150 activations per month. Hence
the dealers can also go for their own promotions like banners and discounts on
festivals etc. The dealer provides service promptly. The consumer on providing the
bill of purchase for the handset and proof of residence has only to wait an hour before
getting connected. The staffs of the dealers and the franchisees are provided training
by the Airtel personnel
WHAT DOES AIRTEL OFFER?
With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be in
touch, always, but also gets a host of benefits that let him/her manage his/her time
like never before.
An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) -
that is the key to operating his/her cellular phone. His card activates Airtel cellular
services and contains a complete micro-computer chip with memory to enable one to
enjoy one's cellular phone thoroughly. Each SIM card contains a PIN code (Personal
Identity Number) which may be entered by one. Just plug your SIM card into your
cellular phone, enter the PIN code and it becomes 'your' personal phone'.

COMPETITORS OF BHARTI AIRTEL
India has become one of the fastest-growing mobile markets in the world. The mobile
services were commercially launched in August 1995 in India. In the initial 5-6 years
the average monthly subscribers additions were around 0.05 to 0.1 million only and
the total mobile subscribers base in December 2002 stood at 10.5 millions. However,
after the number of proactive initiatives taken by regulator and licensor, the monthly
mobile subscriber additions increased to around 2 million per month in the year
2003-04 and 2004-05.

53

Although mobile telephones followed the New Telecom Policy 1994, growth was
tardy in the early years because of the high price of hand sets as well as the high tariff
structure of mobile telephones. The New Telecom Policy in 1999, the industry
heralded several pro consumer initiatives. Mobile subscriber additions started picking
up. The number of mobile phones added throughout the country in 2003 was 16
million, followed by 22 million in 2004, 32 million in 2005 and 65 million in 2006.
The only country with more mobile phones than India with 246 million mobile
phones is China – 408 million.
India has opted for the use of both the GSM (global system for mobile
communications) and CDMA (code-division multiple access) technologies in the
mobile sector. In addition to landline and mobile phones, some of the companies also
provide the WLL service.
The mobile tariffs in India have also become lowest in the world. A new mobile
connection can be activated with a monthly commitment of US$0.15 only. In 2005
alone 32 million handsets were sold in India. The data reveals the real potential for
growth of the Indian mobile market.
In March 2008 the total GSM and CDMA mobile subscriber base in the country was
375 million, which represented a nearly 50% growth when compared with previous
year.
In April 2008 the Indian Department of Telecom (DoT) has directed all mobile phone
service users to disconnect the usage of unbranded Chinese mobile phones that do not
have International Mobile Equipment Identity (IMEI) numbers, because they pose a
serious security risk to the country.
Mobile network operators therefore planned to suspend the usage of around 30
million mobile phones (about 8 % of all mobiles in the country) by April 30.
PRESENT SCENARIO
In the fixed line arena, BSNL and MTNL are the incumbents in their respective areas
of operation and continue to enjoy the dominant service provider status in the domain
of fixed line services. For example BSNL controls 79% of fixed line share in the
country.

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On the other hand, in the mobile telephony space, Airtel controls 21.4% subscriber
base followed by Reliance with 20.3%, BSNL with 18.6%, Vodafone with 14.7%
subscriber base (as per June 2005 data).
Following list shows the GSM subscriber figure till Jan 2010

1) Bharti Airtel 88382758 33.04%
2) Vodafone Essar 63340024 23.68%
3) BSNL 42673357 15.95%
4) IDEA 40016153 14.96%
5) Aircel 16761397 6.27%
6) Reliance Telecom 10353841 3.87%
7) MTNL 4003807 1.50%
8) BPL 2007303 0.75%

All India 267538640

AIRTEL
Bharti Airtel, formerly known as Bharti Tele-Ventures LTD (BTVL) is India's largest
cellular service provider with more than 92 million subscribers as of February 2009.
It also offers fixed line services and broadband services. It offers its TELECOM
services under the Airtel brand and is headed by Sunil Bharti Mittal. The company
also provides telephone services and Internet access over DSL in 14 circles. It also

55

acts as a carrier for national and international long distance communication services.
The company has a submarine cable landing station at Chennai, which connects the
submarine cable connecting Chennai and Singapore.
The businesses at Bharti Airtel have been structured into three individual strategic
business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise
Services. The mobile business provides mobile & fixed wireless services using GSM
technology across 23 telecom circles while the Airtel Telemedia Services business
offers broadband & telephone services in 95 cities and has recently launched India's
best Direct-to-Home (DTH) service, Airtel digital TV. The company provides end-to-
end data and enterprise services to the corporate customers through its nationwide
fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs,
ISP and international bandwidth access through the gateways and landing station.
Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber
base, behind China Mobile and China Unicom. In India, the company has a 24.6%
share of the wireless services market, followed by 17.7% for Reliance
Communications and 17.4% for Vodafone Essar.
In its monthly press release, following statistics have been presented for end of April
2007.
Bharti Airtel added the highest ever net addition of 5.3 million customers in a single
quarter (Q4-FY0607) and also the highest ever net addition of 18 million total
subscribers in 2006-07.
The company will invest up to $3.5 billion this fiscal (07-08) in network
expansion.
It has an installed base of 40,000 cellsites and 59% population coverage.
After the proposed network expansion, an additional 30,000 towers will result in
the company achieving 70% population coverage.

Bharti has over 39 million users as on March 31, 2007.
It has set a target of 125 million subscribers by 2010.
Prepaid customers account for 88.5% of Bharti’s total subscriber base, an
increase from 82.7% a year ago.
ARPU has dropped to Rs 406.

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Non-voice revenues, (SMS, voice mail, call management, hello tunes and Airtel
Live) constituted 10% of total revenues during Q4, lower than 10.7% in the Q4 of the
previous year.
Blended monthly minutes of usage per customer in Q4 was at 475 minutes.
Has completed 100% verification of its subscribers and in the process
disconnected three lakh (300,000) subscribers.
Bharti Airtel’s is now connecting India to Europe under its Europe India gateway
[EIG]project. The company is building 15,000 km 3.84 Terrabit OFC sub-marine
cable system connecting Europe [London] to India via the Middle East. The project is
expected to cost $700 million, which is to be completed by Q2-2010. Alcatel Lucent
and Tyco are the telecom vendors for the project.
The Airtel subscriber base according to TRAI - Telecom Regulatory Authority
of India as of February 2009[7] was:
Kolkata - 2,456,896
Maharashtra - 5,690,609
Gujarat - 3,981,660
Andhra Pradesh - 8,892,353
Karnataka - 9,820,812
Tamil Nadu - 6,003,040
Kerala - 2,169,633
Punjab - 3,754,405
Haryana - 1,248,906
Uttar Pradesh (West) - 2,256,862
Uttar Pradesh (East) - 5,722,386
Rajasthan - 6,704,274
Madhya Pradesh - 4,470,561
West Bengal & Andaman and Nicobar - 3,501,560
Himachal Pradesh - 951,121
Bihar - 7,152,245
Orissa - 2,811,453
Assam - 1,448,389

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North Eastern States - 890,054
Jammu & Kashmir - 1,590,935
The total is 91,114,971 or 24.2% of the total 375,742,592 GSM + CDMA mobile
connections in India till February 2009; and presently the Number 1 operator in
India. In 2009 Airtel also launched in Sri Lanka.
presently the Number 1 operator in India. In 2009 Airtel also launched in Sri
Lanka.

VODAFONE
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
23 telecom circles in India. Despite the official name being Vodafone Essar, its
products are simply branded Vodafone. It offers both prepaid and postpaid GSM
cellular phone coverage throughout India with good presence in the metros.
Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital
GSM technology, offering voice and data services in 23 of the country's 23 license
areas. It is among the top three GSM mobile operators of India.
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 15%. On February 11, 2007, Vodafone agreed to acquire the controlling
interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion,
piping Reliance Communications, Hinduja Group, and Essar Group, which is the
owner of the remaining 33%. The whole company was valued at USD 18.8 billion.
[2] The transaction closed on May 8, 2007.

The Vodafone subscriber base according to COAI - Cellular Operator Association of
India as of Nov 2008 was:

City/Circle Nov'2008
Mumbai 4115671
Delhi 3741037
Kolkata 2481872
Chennai 1472340

58

Gujarat 7241167
A.P. 3430016
Karnatka 3333207
Punjab 1944733
Haryana 1878339
U.P.(E) 5589567
Rajasthan 4343407
UP (W) 3825035
West Bengal 4000994
Maharashtra 3833719
Tamil Nadu 4509341
Kerala 2704412
Orissa 137445
Assam 454878
MP 30213
Bihar 76349
Himachal Pradesh New
The total is 5,46,24,809 or 23.38% of the total 233,676,930 GSM mobile connections
in India till Sept 2008.Nov 2008 Vodafone Essar 58764164 or 23.57% of total
249349436

Mahanagar Telephone Nigam Limited
MTNL is an Indian Government-owned telephone service provider in the cities of
Mumbai, Thane, New Delhi, and Navi Mumbai in India. The company was a
monopoly until 2000, when the telecom sector was thrown open to other service
providers.
MTNL provides fixed line telephones, cellular connection of both GSM —
Dolphin(Postpaid) and Trump (prepaid) and WLL (CDMA) — Garuda-FW And
Garuda-Mobile and internet services through dialup and DSL — Broadband internet
TriBand. MTNL has also started Games on demand, video on demand and IPTV

59

services in India through its Broadband Internet service called Triband. Phone
numbers belonging to MTNL start with the prefix 2 infixed line telephonesand WLL
& in GSM Mobile servises its start from 9869/9969/9868/9968. MTNL also provides
other services such as VPN,Internet Telephony- VOIP and leased lines through
BSNL and BSNL.
MTNL has been actively providing connections in both Mumbai and New Delhi
areas and the efficiency of the company has drastically improved from the days when
one had to wait years to get a phone connection to now when one can get a
connection in even hours. Pre-activated Mobile connections are available at many
places across both Metros. MTNL has also unveiled very cost-effective Broadband
Internet access plans (TriBand) targeted at homes and small businesses. At present
MTNL enjoy's the largest of the market share of ISP services in Mumbai and Delhi.
Former Indian Communications Minister Thiru Dayanidhi Maran had declared year
2007 as "Year of Broadband" in India and MTNL is gearing up to provide five
million Broadband connectivity by the end of 2007. MTNL has upgraded existing
TriBand (Broadband) connections for a speed of up to 2 MB/s without any extra cost.
This 2 MB/s broadband service is being provided by MTNL at a cost of just US$5.00
per month.
MTNL started 3G services in India under the name of "MTNL 3G Jadoo" Services
offered include Video call, Mobile TV and Mobile Broadband with high speed data
connectivity up to 2 Mbit/s speed from 11th December 2008, getting India 3G map of
the world. MTNL plans to offer 3G services across India by mid-2009. After that
MTNL Mobile users would be able to surf the internet with speeds up to 2 Mbit/s on
their smart phones. MTNL will be installing 15 lakh 3G lines in the first phase of its
3G roll-out in Mumbai and Delhi (which currently have 40 lakh existing mobile
lines).

IDEA Cellular
It is a publicly listed company, having listed on the Bombay Stock Exchange (BSE
and the National Stock Exchange (NSE) in March 2007.

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Idea Cellular is a leading GSM mobile service operator with pan India licenses. With
a customer base of over 36 million in 15 service areas, operations are soon expected
to start in Orissa and Tamil Nadu-the first steps in providing pan India services
covering over 90% of India's telephony potential.
A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the
distinction of offering the most customer friendly and competitive Pre Paid offerings,
for the first time in India in an increasingly segmented market.Customer Service and
Innovation are the drivers of this Cellular Brand. A brand known for many firsts, Idea
was the first to launch GPRS and EDGE in the country. Idea has received
international recognition for its path-breaking innovations when it won the GSM
Association Award for "Best Billing and Customer Care Solution" for 2 consecutive
years.
IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational
corporation. The group operates in 25 countries, and is anchored by over 100,000
employees belonging to 25 nationalities. The Group has been adjudged 'The Best
Employer in India and among the Top 20 in Asia' by the Hewitt-Economic Times and
Wall Street Journal Study 2007.
Subscriber Base
Idea's subscriber base as of October 2008 according to the [1] is as follows
Maharashtra and Goa - 6,260,690
Madhya Pradesh and Chhattisgarh - 4,137,200
Andhra Pradesh - 4,325,204
Kerala - 3,712,887
Gujarat - 3,327,261
Uttar Pradesh (West) & Uttarakhand - 3,372,808
Delhi - 2,216,027
Haryana - 1,341,146
Uttar Pradesh (East) - 1,457,570
Rajasthan - 1,062,526
Himachal Pradesh - 117,253
Mumbai - 178,378

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Bihar & Jharkhand - 73,987
Totalling to 31,582,937 or 9.86%(Approx.) of the total 320,330,393[1] mobile
connections in India.

Spice Telecom
Spice Telecom is the brand name of Spice Communications Limited, a mobile phone
service provider in India. Spice Telecom is currently operating in the states of Punjab
(India) and Karnataka i.e., in 2 circles of 23 Telecom Circles of India. Spice
Communications Limited was promoted by Dilip Modi of Modi Wellvest Private
Limited, which owns 40.80% of the company. Mod is promoted by Mr. Dilip Modi
and Super Infosys. Telekom Malaysia Berhad owns 39.20% through TMI India
Limited, Mauritius. TMI India Limited is a wholly owned subsidiary of TM's
international investment holding company TM International Sdn Bhd (TMI).
Spice Telecom is a flagship company of MCorp Global (www.mcorpglobal.com) a
cellular mobile telephone services provider in India.
Launched over ten years ago, Spice’s cellular services have a customer base of over 4
million as on December 2008 in Punjab and Karnataka.
Recently Aditya Birla Group owned Idea Cellular took over the ownership of Spice
Telecom for over Rs.270 million. They plan to improve the coverage, customer
friendliness and good service.
The market share of Spice had fallen down in Karnataka, after their competitors
weaned away many of its customers with good service. In spite of lower tariffs Spice
could not regain the market share. Now it is hoped that Idea would change it al
Now Spice Telecom have a customer base of 4.4 Million subscribers in both circles.

Bharat Sanchar Nigam Limited

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BSNL is a public sector telecommunication company in India. It is India's largest
telecommunication company with 24% market share as on March 31, 2008. Its
headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath,
New Delhi. It has the status of Mini Ratna, a status assigned to reputed public sector
companies in India.
BSNL is India's oldest and largest Communication Service Provider (CSP). Currently
has a customer base of 90 million as of June 2008.[1] It has footprints throughout
India except for the metropolitan cities of Mumbai and New Delhi which are
managed by MTNL. As on March 31, 2008 BSNL commanded a customer base of
31.55 million Wireline, 4.58 million CDMA-WLL and 54.21 million GSM Mobile
subscribers. BSNL's earnings for the Financial Year ending March 31, 2007 stood at
INR 397.15b (US$ 9.67 b) with net profit of INR 78.06b (US$ 1.90 billion). BSNL
has an estimated market value of $ 100 Billion. The company is planning an IPO
with in 6 months to offload 10% to public in the Rs 300-400 range valuing the
company at over $100 billion.
BSNL provides almost every telecom service in India. Following are the main
telecom services provided by BSNL:
Universal Telecom Sevices : Fixed wireline services & Wireless in Local loop
(WLL) using CDMA Technology called bfone and Tarang respectively. As of
December 31, 2007, BSNL has 81% marketshare of fixed lines.
Cellular Mobile Telephone Services : BSNL is major provider of Cellular
Mobile Telephone services using GSM platform under the brand name CellOne[2].
Prepaid cellular services of BSNL are know as Excel. As of March 31, 2007 BSNL
has 17% share of mobile telephony in the country.
Internet : BSNL provides internet services through dial-up connection
(Sancharnet) as Prepaid, (NetOne) as Postpaid and ADSL broadband (DataOne).
BSNL has around 50% market share in broadband in India. BSNL has planned
aggressive rollout in broadband for current financial year.
Intelligent Network (IN) : BSNL provides IN services like televoting, toll free
calling, premium calling etc.

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BPL Mobile (Loop Mobile)
BPL Mobile has had the privilege of serving the communications needs of the
financial capital of India for the last 13 years. Now BPL Mobile is being rebranded as
Loop Mobile in Mumbai.
Loop Mobile, represents growth with continuity. While Loop constantly work
towards giving our subscribers a better network, innovative products and a superior
mobile telephony experience, its subscribers can be assured of the same focus and
commitment in providing the best network coverage, billing accuracy, and an
unmatched personalized customer service.
Loop Mobile has invested over Rs 300 crore to upgrade to NGIP (Next Generation
IP) network. This highly efficient network upgrade enables loop to offer unmatched
voice clarity and extensive coverage along with high-speed data services. We are
happy to inform you that we are the only GSM network in Mumbai that has met all
the TRAI benchmarks on network and service quality parameters again this year. We
have also been rated as the best network by Voice & Data, leading Telecom
magazine, in their .
Loop has gained a significant market share of incremental subscriber addition in
Mumbai Circle for the last several months. The emphasis on growth is clearly
reflected in our growing subscriber base - it crossed the 2-Million subscriber mark in
Mumbai Circle in January 2009.

Reliance Communications (formerly Reliance Infocomm)
Reliance Telecom and Flag Telecom, is part of Reliance Communications Ventures
(RCoVL). It is an Indian telecommunications company. According to National Stock
Exchange data, Anil Dhirubhai Ambani controls 66.77 per cent of the company,
which accounts for more than 1.36 billion shares.[3] It is the flagship company of the
Reliance-Anil Dhirubhai Ambani Group, comprising of power (Reliance Energy),
financial services (Reliance Capital) and telecom initiatives of the Reliance ADAG.
It uses CDMA2000 1x technology for its existing CDMA mobile services, and GSM-
900/GSM-1800 technology for its existing/newly launched GSM services.
RelCom is also into Wireline Business throughout India and has the largest optical

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fiber communication (OFC) backbone architecture [roughly 110,000 km] in the
country.
Reliance Communications has interests in Direct To Home (DTH) TV also, known as
"Big TV". It plans to launch its DTH business by July 2008. Once launched, RelCom
will have presence across all B2C communications channel in one of the fastest
growing markets in the world.
On July 2007, the company announced it is buying US-based managed ethernet and
application delivery services company Yipes Enterprise Services for a cash amount
of Rs. 1200 crore rupees (equivalent of USD 300 million). The deal was announced
complete in a press release in December 2007.
In its first overseas acquisition, the Reliance group has amalgamated the United
States-based Flag Telecom for $ 211 million [roughly Rs 950 crore (Rs 9.50 billion).
On the 30th December 2008, Reliance Communications became the first telecom
operator in the history of Indian telecommunications to simultaneously launch its
GSM services in 14 circles, namely Andhra Pradesh, Chennai, Delhi, Gujarat,
Haryana, Jammu & Kashmir, Karnataka, Kerala, Maharashtra, Mumbai,
Punjab, Rajasthan, Tamil Nadu, Uttar Pradesh(East & West) thereby
establishing itself as a pan-India operator.
It already operates GSM services in 8 circles namely Assam, Bihar, Himachal
Pradesh, Kolkata, Madhya Pradesh, North Eastern states, Orissa, West Bengal.

TATA Indicom
Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an
Indian conglomerate. It operates under the brand name Tata Indicom in various
telecom circles of India. The company forms part of the Tata Group's presence in the
Telecommunication Industry in India, along with Tata Teleservices (Maharashtra)
Limited (TTML) and TATA COMMUNICATIONS LTD
In February this year, TTSL announced that it would provide CDMA mobile services
targeted towards the youth, in a joint venture with Virgin, UK,on a Franchisee model
basis. Interestingly, Virgin Mobile is a direct competitor of TTSL in a number of
telecom circles across the country.

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Tata Teleservices is part of the INR Rs. 2,51,543 Crore (US$ 62.5 billion) Tata
Group, that has over 87 companies, over 330,000 employees and more than 2.8
million shareholders. With a committed investment of INR 36,000 Crore (USD $7.5
billion) in Telecom (FY 2006), the Group has a presence across the telecom value
chain.
Tata Teleservices spearheads the Group’s presence in the telecom sector.
Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile
services in India with the Andhra Pradesh circle.
The company acquired Hughes Telecom (India) Limited [now renamed Tata
Teleservices (Maharashtra) Limited] in December 2002. With a total Investment of
Rs 19,924 Crore, Tata Teleservices has created a Pan India presence spread across 20
circles that includes Andhra Pradesh, Chennai, Gujarat, J & K, Karnataka,
Delhi, Maharashtra, Mumbai, North East, Tamil Nadu, Orissa, Bihar,
Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar
Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.
Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices
has established 3G ready telecom infrastructure. It partnered with Motorola,
Ericsson, Lucent and ECI Telecom for the deployment of its telecom network.
The company is the market leader in the fixed wireless telephony market with a total
customer base of over 3.8 million.
Tata Teleservices’ bouquet of telephony services includes Mobile services, Wireless
Desktop Phones, Public Booth Telephony and Wireline services. Other services
include value added services like voice portal, roaming, post-paid Internet services,
3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling
card services and enterprise services.
Some of the other products launched by the company include prepaid wireless
desktop phones, public phone booths, new mobile handsets and new voice & data
services such as BREW games, Voice Portal, picture messaging, polyphonic ring
tones, interactive applications like news, cricket, astrology, etc.
Tata Indicom "Non Stop Mobile" allows pre-paid cellular customers to receive free
incoming calls.

66

Tata Teleservices Limited along with Tata Teleservices (Maharashtra) Limited have
a subscriber base of 28 million customers in more than 5,000 towns. Tata
Teleservices has also acquired GSM licenses for specific circles in India.
Tata Telelservices is an unlisted entity. Tata Group and group firms own about 80
percent of the company, while investor C. Sivasankaran holds 8 percent.
Tata Indicom in March 2008, crossed the 24 million subscribers mark in the wireless
category with an overall subscriber base of over 25 million.
It has a current subscriber base of 24.3 million and a 9.33% cumulative market share.
Tata Indicom continues to register the highest CAGR at 113% in the wireless
segment with a net base of 12.8 million against a starting base of 11.8 million.
(All figures based on March 2008. Figures Available on AUSPI website)
Tata Teleservices is no. 2 slot in terms of Market Share in Delhi NCR region with a
subscriber base of 3 million.
Value Added Services
Tata Teleservices, in October 2007 launched Tata Zone, an infotainment portal on
Tata Indicom BREW-enabled mobile phones, in Hindi. This service has applications,
pricing details, downloads and browsing instructions in Hindi. The rationale behind
this was simple: - 66% of all Indians speak Hindi, while less than 5% understand
English.
Under its VAS bouquet, TTSL offers services such as News, Games,Faith and
Prayers, Ringtones, Fun Shows, Video Zone, Song Download Express, Cricket,
Internet Surfing, Astrology, Mobile Office, and Remo Mail among others. The
quality of these services however is nowhere near the data services provided by
cellular operators in developed countries.
Tata Indicom plans to provide m-commerce, mobile advertising, mobile TV and
social networking under its VAS offerings

AIRCEL

67

Aircel is a mobile phone service provider in India. It offers both prepaid and postpaid
GSM cellular phone coverage throughout Kerala, Tamil Nadu (including Chennai),
Andhra Pradesh, Assam, North East India, Orissa, West Bengal (including Kolkata),
Jammu and Kashmir, Bihar , Himachal Pradesh & Mumbai. Aircel was founded by
NRI businessman C Sivasankaran. [1] Aircel is a joint venture between Maxis
Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India. It
is India’s seventh largest GSM mobile service provider with a subscriber base of over
17 million. It has a market share of 6.3% among the GSM operators in the country.
As on date, Aircel is present in 11 telecom circles (Assam, Bihar, Himachal Pradesh,
Jammu & Kashmir,Kerala, North East, Orissa, Tamil Nadu, Karnataka, West Bengal,
Delhi) and with licences secured for the remaining 10 of the 23 telecom circles, the
company plans to become a pan-India operator by 2009. Additionally, Aircel has also
obtained permission from Department of Telecommunications (DoT) to provide
International Long Distance (ILD) and National Long Distance (NLD) telephony
services. It is also a category A ISP.
Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified company.
ABS is a registered member of WiMAX forum – both in the Indian and International
Chapters. ABS’ product range includes enterprise solutions such as Multi Protocol
Label Switching Virtual Private Networks (MPLS VPNs), Voice over Internet
Protocol (VoIP) and Managed Video Services on wireless platform including
WiMAX.
Aircel has won many awards for its services. Aircel got the highest rating for overall
customer satisfaction and network quality in 2006 by Voice and Data. Aircel was
rated as the top mid-size utility company in Business World’s ‘List of Best Mid-Size
Companies’ in 2007. Moreover, Aircel has been selected as the best regional operator
in 2008 by Tele.net. Aircel is headed by shahid mustafa who was asked to leave
Hutchinson Essar Ltd - Mumbai.
Aircel are one of the sponsors of the Indian Premier League Cricket Team Chennai
Super Kings captained by Mahendra Singh Dhoni.It is also the sponsor for
Professional Golf Tour of India from 2009 onwards.

68

COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking up the bulk
of the high usage premium clients. This is a very competitive industry with the two
companies differentiating either on value-added services or price. Airtel is perceived
as the high quality provider and has a premium image. Essar, on the other hand, is
perceived as the lower end service provider. Airtel positions itself as the market
leader on the basis of the number of subscribers. Essar is trying to counter this by
emphasizing on the reach of its network and the quality of its service. However,
Essar is somewhat not been very successful largely due to the inconsistency in
advertising
To promote themselves, both the players have been dependent on tactical advertising
However, they have restrained from using comparative advertising Hoardings have
been a very popular medium for carrying the advertisements Airtel has also been
advertising on television using the Bharti Telecom name.

69

ACHIEVEMENT OF THE COMPANY

• Hall of Fame Award form Airtel March 2008
• Mission Impossible Award form Airtel March 2008
• Star Associates Award form Airtel 2008

• Certificates of Recognisations form Idea

• May 2007 GE Money Examplary Contribution and Exceptional Performance
• Certificate of Excellence 2005.
• Star Associate Award -2005( Airtel) for highest collection in Delhi circle.
• Achievers Club Award - 2003(Bharti Growing Together Award-2005( Bharti
Airtel Ltd.).
• Arc Award-2005 (Airtel) retail
• Achievers Club Award - 2004(Bharti Airtel Ltd.) in Switzerland
• Achievers Club Award - 2003(Bha
• Airtel Ltd.) in Australia.
• Achievers Club Award - 2002(Bharti Airtel Ltd.) in South Africa
• Hall of Fame Award -2000 (Airtel) in Dubai.
• Hall of Fame Award -2000 (Airtel) in Dubai.
• Grand Masters Club -2001(Airtel) in Thailand.
• Certificate of Appreciation, Nokia in Thailand.

REMARKABLE ACHIEVEMENT BY AIRTEL
India's biggest mobile phone firm earns certification to ISO/IEC 27001
India's largest mobile phone firm, Bharti Airtel, has been awarded certification to
ISO/IEC 27001 Information security mangagement by BSI in India. Certification
covers 300 locations spread over the entire country.
For Bharti Airtel, information is critical. Certification to ISO/IEC 27001 helps
manage and protect valuable information assets, defining requirements for an
Information Security Management System (ISMS), to help ensure adequate and
proportionate security controls are in place.

70

ISO/IEC 27001 can be invaluable for organizations managing information on behalf
of others: it can be used to assure customers that their information is being protected.
Bharti Airtel has almost 2,500 computer servers handling around 2,500 terabytes of
data. This certification will help the company become India's most trusted brand by
2010.
"As we expand beyond traditional voice-based services to areas such as mobile
commerce, ISO/IEC 27001 will play a critical role," says Jai Menon, director
customer service and technology of Bharti Airtel. "Apart from securing digital data,
we are also including physical data security as part of this initiative."
The organization began rolling out a comprehensive information security policy in
2003 and earned its first certification two years ago.
"We will need to sustain this initiative through continued compliance," Menon adds.
"While it took tremendous involvement from the entire organization to achieve this
feat, what makes it extra special is the sheer extent of its scope, which encompassed
all the strategic business units of Bharti Airtel, comprising all the circles of mobile
services and all the hubs of both, Telemedia Services and Enterprise Services."
The scope also includes all Data Centres, network zones, landing stations, switch
locations and Airtel Centre.
To date, Bharti Airtel has been awarded 29 ISO/IEC 27001:2005 certificates by BSI.
Based on the International Register of ISMS Certificates, this represents the largest
number of ISO/IEC 27001:2005 certificates awarded to any single company in India
across all sectors.

General Achievements & Milestones :-
Bharti Airtel is one of India's leading private sector providers of telecommunications
services based on an aggregate of 102,367,881 GSM mobile and 2,827,881
broadband & telephone (fixed line) customers (Status as at month ended June 30,
2009 ).

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber
base, behind China Mobile and China Unicom.

71

Has completed 100% verification of its subscribers and in the process disconnected
three lakh (300,000) subscribers

In addition to telecom services, Airtel also recently acquired a 4-star luxury 124-
bedroom hotel in Seychelles, called Le Meridian Barbarons Beach Hotel .

In India, the company has a 24.6% share of the wireless services market, followed by
17.7% for Reliance Communications and 17.4% for Vodafone Essar.

Bharti Airtel is now connecting India to Europe under its Europe India gateway
[EIG]project. The company is building 15,000 km 3.84 Terabit OFC sub-marine
cable system connecting Europe [London] to India via the Middle East. The project is
expected to cost $700 million, which is to be completed by 2010..

Sunil Bharti Mittal, the CMD of Airtel,has been conferred one of the highest civilian
award – Padma Bhushan.

72

Bharti Airtel Ltd. Share Market Position

Volume 338,958
Prev Close 397.95
Day's H/L (Rs) 402.00 - 394.85
52wk H/L (Rs) 444.70 - 304.00
Mkt Cap (Rs Cr) 150,855.69
04 Nov
Report card
Attribute Value Date
PE ratio 19.58 04/11/11
EPS (Rs) 20.32 Mar, 11
Sales (Rs crore) 10,164.50 Sep, 11
Face Value (Rs) 5
Net profit margin (%) 20.21 Mar, 11
Last dividend (%) 20 05/05/11
Return on average equity 17.6 Mar, 11

MFs invested in this company

Scheme % of asset size
Goldman Sachs Infrastructure Exchange Traded Scheme -
16.17
Growth
Birla Sun Life New Millenium Fund - Growth 13.73
Birla Sun Life New Millenium Fund - Dividend 13.73
DSP BlackRock Technology.com - Growth 12.29
DSP BlackRock Technology.com - Dividend 12.29

Announcements

04 Nov Quarterly Report for Q2

04 Nov Results Press Release

04 Nov Announces Q2 results

04 Oct Disclosures under Reg.13(6) of SEBI (Prohibition of Insider Trading)
Regulations, 1992

26 Sep Disclosures under Reg.13(6) of SEBI (Prohibition of Insider Trading)

73

Regulations, 1992

26 Sep Disclosures under Reg.13(4), 13(4A) of SEBI (Prohibition of Insider
Trading) Regulations, 1992

Regulations, 1992

21 Sep Disclosures under Reg.13(4), 13(4A) of SEBI (Prohibition of Insider
Trading) Regulations, 1992

Regulations, 1992

Regulations, 1992

Balance sheet
Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07
Sources of funds
Owner's fund
Equity share capital 1,898.80 1,898.77 1,898.24 1,897.91 1,895.93
Share application money 278.60 186.09 116.22 57.63 30.00
Preference share capital - - - - -
Reserves & surplus 41,932.10 34,650.19 25,627.38 18,283.82 9,515.21
Loan funds
Secured loans 17.10 39.43 51.73 52.42 266.45
Unsecured loans 11,880.40 4,999.49 7,661.92 6,517.92 5,044.36
Total 56,007.00 41,773.97 35,355.48 26,809.71 16,751.95
Uses of funds
Fixed assets
Gross block 61,437.50 44,212.53 37,266.70 28,115.65 26,509.93
Less : revaluation reserve 2.10 2.13 2.13 2.13 2.13
Less : accumulated depreciation 20,736.70 16,187.56 12,253.34 9,085.00 7,204.30
Net block 40,698.70 28,022.84 25,011.23 19,028.52 19,303.51
Capital work-in-progress 6,497.60 1,594.74 2,566.67 2,751.08 2,375.82
Investments 11,813.00 15,773.32 11,777.76 10,952.85 705.82
Net current assets
Current assets, loans & advances 13,730.10 9,225.08 10,466.63 8,439.38 5,406.81
Less : current liabilities &
16,732.40 12,842.00 14,466.89 14,362.33 11,042.67
provisions

74

Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07
Total net current assets -3,002.30 -3,616.92 -4,000.26 -5,922.95 -5,635.86
Miscellaneous expenses not
- - 0.09 0.20 2.66
written
Total 56,007.00 41,773.97 35,355.48 26,809.71 16,751.95
Notes:
Book value of unquoted
11,708.00 11,619.95 9,898.56 9,379.62 580.43
investments
Market value of quoted
105.10 4,216.67 1,887.76 1,574.29 125.85
investments
Contingent liabilities 49,771.40 3,921.50 4,104.25 7,140.59 7,615.04
Number of equity
37975.30 37975.30 18982.40 18979.07 18959.34
sharesoutstanding (Lacs)

NATIONAL AND INTERNATIONAL IMAGE OF AIRTEL
Name Bharti Airtel Limited. Business Description Provides mobile, broadband &
telephone (fixed line) and enterprise services (carriers & services to corporate)
Established 07, 1995, as a Public Limited Company Proportionate Revenue Rs.
369,615 million (year ended March 31, 2009-Audited) Rs. 270,250 million (year
ended March 31, 2008-Audited) As per Indian GAAP Accounts Proportionate
EBITDA Rs. 151,678 million (year ended March 31, 2009 - Audited) Rs. 113,715
million (year ended March 31, 2008 - Audited) As per Indian GAAP Accounts
Shares in Issue 1,898,373,280 as at June 30, 2009 Listings Stock Exchange, Mumbai
(BSE) The National Stock Exchange of India Limited (NSE) Customer Base
102,367,881 GSM mobile and 2,827,881 Telemedia Customers (status as on June 30,
2009) Operational Network Provides GSM mobile services in all the 22 telecom
circles in India, and was the first private operator to have an all India presence.
Provides broadband (DSL) and telephone services (fixed line) in 95 cities in India.
Registered Office Bharti Airtel Limited (A Bharti Enterprise) Qutab Ambience (at
Qutab Minar), Mehrauli Road, New Delhi - 110 030 Tel. No.: +91 11 4166 6000,
+91 11 4166 6011

Airtel Bangladesh crosses milestone of 5 million customers
• Be mes the fastest growing mobile services operator in the country co

75

• Adds 160 new towns in last 6 months as part of network expansion drive,
establishing its reach in over 2100 towns pan Bangladesh
• Rolls out 466 BTS sites across the country in 6 months timeframe
• Targets to achieve 72% population coverage by December 2011
• To setup 600 Airtel Service Centres in Bangladesh by March 2012

Dhaka, June 25, 2011: Bharti Airtel, a leading global telecommunications
company with operations in 19 countries across Asia and Africa, today announced
that it has crossed the 5 million customers mark in Bangladesh - becoming the fastest
growing mobile services operator in the country. With this, Airtel Bangladesh will
continue to strengthen its network reach in the country and stay committed towards
contributing to the growth of telecom in Bangladesh through affordable services.
In January 2010, Bharti had acquired 70 percent stake in Warid Telecom and
subsequently launched brand Airtel in Bangladesh in December 2010.
“Airtel’s remarkable journey to 5 million customers in Bangladesh is a testament to
the vision and commitment of a company that benchmarks itself with the best in the
world. We dedicate this achievement to our customers, partners and other key
stakeholders for their constant support. This milestone reiterates the strong growth
being experienced by the telecom sector in Bangladesh and we at Airtel are delighted
to be at the forefront of this revolution”, said Atul Bindal, President, Mobile
Airtel Bangladesh also announced that it has added 160 new towns to its network
spread, which now penetrates to a total of 2100 plus towns across the country. With
2220 BTS sites currently present in Bangladesh, Airtel plans on extending its
coverage to reach 72% of the country’s population by December 2011. With a target
of setting up 600 additional service centres in Bangladesh by March 2012 timeframe,
Airtel plans to further strengthen the presence of its support services for customers
With our 5 million customer landmark achievement, we are delighted to have made a
positive impact on the lives of people in every part of Bangladesh. We will continue
to focus our efforts on offering world class services and innovations at affordable
prices for our customers in Bangladesh – thereby bringing alive our brand promise of

76

Bhalobashar Tane Pashe Ane”, said Chris Tobit, CEO and Managing Director,
Airtel Bangladesh Ltd.
With a focus towards offering life enriching services for customers, Airtel
Bangladesh recently launched ‘Airtel Live’ WAP portal that offers rich multimedia
content like games, videos and pictures. In addition to 20,000 plus applications that
are currently available on Airtel App Central for customers in Bangladesh, Airtel
currently also offers several other exciting VAS offerings including ‘Gaan Bolo,
Gaan Pao’, cricket caller tunes and classified services
Bharti Airtel Limited is a leading global telecommunications company with
operations in 19 countries across Asia and Africa. The company offers mobile
voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey
telecom solutions for enterprises and national & international long distance
services to carriers.

Bharti Airtel has been ranked among the six best performing technology
companies in the world by BusinessWeek. Bharti Airtel had over 226 million
customers across its operations at the end of May 2011.
Bharti Airtel launches Airtel World SIM for international travelers at the onset
of the travel season
Costs a fraction of international roaming – customers save upto 85 percent on
international calls
Offers a single Mobile Number valid across 190 countries - international travelers
spared of the inconvenience of carrying multiple SIMs for different countries
Airtel World SIM will be initially available to customers in Delhi, followed by the
rest of the country
New Delhi, April 25, 2010: Bharti Airtel, one of Asia’s leading integrated telecom
service providers, announced the launch of Airtel World SIM for international
travelers at the onset of the travel season. Enables outbound travelers to retain their
local number – calls made on Airtel India number are forwarded on the new Airtel
World SIM. It costs a fraction of international roaming and customers save upto 85
percent on international calls. Airtel World SIM also offers a single Mobile Number
valid across 190 countries - international travelers spared of the inconvenience of

77

carrying multiple SIMs for different countries. It will be initially available to Airtel
customers in Delhi, followed by the rest of the country.
Announcing the launch of the service, Mr. Shireesh Joshi, Director-Marketing,
Mobile Services, Bharti Airtel said, “The Airtel World SIM has been created
following in-depth research and customer feedback. Over 10 million Indians travel
abroad annually and they are looking for a calling product that provides them
flexibility and convenience at competitive prices. The Airtel World SIM allows
travellers to retain access to incoming calls on their India number, their local-SIM
contacts and seamless connectivity in 190 countries. All this at tariffs that are a
fraction of international roaming rates, offering savings upto 85%.”

FUTURE PROSPECTS OF AIRTEL
Bharti Airtel Announces Strategic Organisation Changes For Future

• Creates International Business Group for enhanced focus on international
expansion beyond India and South Asia
• Manoj Kohli to head the International Business Group and lead Airtel’s
global foray as CEO (International) & Joint MD
• Sanjay Kapoor promoted to CEO, Bharti Airtel (India and South Asia) to
consolidate Airtel’s leadership position
New Delhi, January 13, 2010 : Bharti Airtel Limited, one of Asia’s leading telecom
services provider, today announced strategic organizational changes w ith the
objective to enhance its focus on expanding operations to international markets
beyond India and South Asia and further consolidate its leadership position in India.
The company announced the creation of a new, empowered and dedicated
International Business Group that will be responsible for expanding the company’s
operations beyond India and South Asia region. Manoj Kohli, who is currently the
CEO (India and South Asia) & Joint MD of the company, will head the International
Business Group as CEO (International) & Joint MD and will continue to be a

78

member of the Bharti Airtel Board. The International Business Group will comprise a
team of seasoned and experienced professionals, including from within the Bharti
group, from areas such as Business Development, Networks & IT, SCM, Project and
Performance Excellence, Brand and Customer Experience.
Sanjay Kapoor, currently the Deputy CEO of the company, will be elevated to the
position of CEO (India and South Asia), Bharti Airtel. Sanjay would have end-to-end
responsibility of leading India and South Asia businesses of Bharti Airtel and will
drive growth and business synergies in Mobile Services, Telemedia Services,
Enterprise Services and DTH. He will lead Bharti Airtel towards strengthening its
position as a benchmark in innovative practices, brand leadership, operational
efficiency, customer value and leadership depth.
Mr. Sunil Bharti Mittal, Chairman & Managing Director, Bharti Airtel said,
“The next phase of our journey is set to be another game changer – requiring superior
thrust and focused leadership.
We continue to win in the Indian telecom market, which is going through a phase of
hyper competition. At the same time, we will be developing comprehensive plans for
our journey to cover emerging markets beyond India and the South Asia.”
“Bharti Airtel has one of the finest management teams in the country and a strong
leadership pipeline. This new structure will leverage our management depth and
build a strong platform for fulfilling our global vision. Manoj and Sanjay, are
amongst the finest professionals in telecom industry not just in India but across the
world and have contributed immensely to the success of Bharti Airtel. I wish both of
them the very best for their new assignments.” added Mr. Sunil Bharti Mittal.
Both Manoj and Sanjay will report to Sunil Bharti Mittal, Chairman & Managing
Director, Bharti Airtel. The new organization structure is effective 01 April 2010.

79

Bharti Airtel international will Invest $100 Million In Malawi
Bharti Airtel, who became the world’s fifth largest mobile player With recent
acquisition of Zain Telecom’s African business is now planning to invest over US$
100 Million in the Malawi telecommunication industry in the next three years.
Company has also revealed that by this investment and business plan it targets to
achieve 100 million subscribers and $5 billion revenue by 2012-13. Bharti Airtel now
owns 100 percent of shares in Zain Malawi.

“We plan to invest $100 million in Malawi in the next three years to improve
coverage and reach out to Malawi’s rural farmers and help the country’s
economy grow,” said Manoj Kohli, chief executive officer, Bharti Africa in in
the Malawi’s capital Lilongwe Kohli also revealed the company’s wish to
improve local call rates to at least 250 minutes. Malawi currently hovers around
40 minutes of talk time for users. In India, he referenced, subscribers utilize
between 400 and 500 minutes per month.

VISION 2020
• To build India's finest business conglomerate by 2020
• Supporting education of underprivileged children through Bharti Foundation

80

• FINDINGS AND ANALYSIS

81

• SWOT ANALYSIS

FINDINGS AND ANALYSIS
1. Do you believe that airtel is potentially one of the most exciting mobile service
providers in the INDIA
Company Yes No
Airtel 4 1
Vodafone 4 1
Idea 4 1
MTNL 4 1

82

No
1

1

1

1

Yes
4

4

4

4
0 2 4 6 8 10 12 14 16 18

AirTel Vodafone Idea MTNL

As according to the above table 16 (80%) out of the total 20 interviewed people in all
the above four specified Indian mobile service providers are of belief that India is
potentially one of the most exciting mobile service providers in the world, whereas
some 4 (20%) of them do not agree to this view.

83

2. Do you find that the government’s telecom policy has had the most radical
impact on the development of mobile service providers?
Company Yes No
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 5 --

5
4.5
4
3.5 AirTel
3 Vodafone
2.5 Idea
2 MTNL
1.5
1
0.5
0
Yes No

the above four specified Indian mobile service providers find that the government’s
telecom policy has had the most radical impact on the development of mobile service
providers, whereas some 5 (25%) of them deny this.

3. Do you believe that one of the challenges facing mobile operators in India is
the diversity of the coverage regions?
Company Yes No
Airtel 2 3

84

Vodafone 3 2
Idea 3 2
MTNL 2 3

3

2.5

AirTel
2
Vodafone
1.5 Idea
MTNL
1

0.5

0
Yes No

As according to the above table 10 (50%) out of the total 20 interviewed people in
the mobile service providers are of belief that one of the challenges facing mobile
operations in India is the diversify of the coverage regions, whereas interestingly
another 10 (50%) of them deny this.

4. To what extent, do you find that mobile service providers is a very complex
standard?
Company To some extent To great extent

(1-5) (6-10)
Airtel 3 2
Vodafone 2 3
Idea 2 3
MTNL 3 2

85

3

2.5

2 AirTel
Vodafone
1.5 Idea
MTNL
1

0.5

0
To some extent To great extent

the above four major the mobile service providers in Indian Cellular industry find
only to some extent that GSM is a very complex standard, whereas the another 10
(50%) respondents find to great extent that mobile service providers is a very
complex standa.

5. Do you believe that mobile service providers come close to fulfilling the
requirements for a personal communication system?
Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 5 5

86

3
2
No
2
2 MTNL
Idea
Vodafone
2 AirTel
3
Yes
3
3

As the above shows 30 (75%) out of total 40 respondents are of the belief that mobile
service providers comes close to fulfilling the requirements for a personal
communication system, whereas 10 (25%) of them are in no way to this belief.

6. Do you find that mobile service providers as the most exciting and satisfying
mobile standard?
Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2

87

No
1

3

2

2

Yes
9

7

8

8

0 5 10 15 20 25 30 35

AirTel Vodafone Idea MTNL

As the above shows 32 (80%) out of total 40 respondents find that mobile service
providers as the most exciting and satisfying mobile standard, whereas the remaining
8 (10%) respondents deny this.

88

7. Do you believe that your service provider has a genuine commitment to
creating a modern and efficient communications?
Company Yes No
Airtel 10 --
Vodafone 8 2
Idea 10 --
MTNL 8 2

2
0
No
2
0 MTNL
Idea
Vodafone
8 AirTel
10
Yes
8
10

As the above shows 36 (90%) out of total 40 respondents are of the belief that their
service providers have a genuine commitment to creating a modern and efficient
communications whereas the remaining 4 (10%) respondents deny this.

SWOT ANALYSIS

89

STRENGTHS

• Cost advantage
• Current leaders in quality service
• Largest distribution network
• Ability to constantly innovate
• Highly skilled workforce
• Entrepreneurial zeal
WEAKNESSES

• Price pressures
• Need for Government support
• Awareness
• Sales and Marketing
• The main weakness of the company is that company does not provide same
tariff plans for both postpaid and prepaid users.
• Customer is not happy from company marketing policy. He wants company
will start special tariff plans.
• Most of the customer's problem is that n company person comes at the shop
for listening their problem.
• Company top management not declares the scheme before one or two days.
That's why catalogue not prepared by the lower level management scheme. In
this way customers are not satisfied by the company policy.
OPPORTUNITIES

• To sustain passion and commitment
• Airtel’s market share increasing at other service provider expense. Thus
opportunity to wipe it out.

90

• Attain higher value services
• Collaborative business needs to be explored
• Vertical repeatable solutions.
• Low penetration level in rural markets.
THREATS

• Foreign investment
• Global trends moving from GPS to WLL.
• Lack of global parity in telecom tariff
• Other competitiors
• Company should do something for customers interest by providing beneficial
scheme and good relation to customer otherwise its other competitor will
develop and they will capture its market.
• Connection selling is very much depend on customer, if customer is not
happy then sale can be effected in future.
• Company should prepare some future plan for maintaining its market share
because more and more competitors are coming in the market.

91

• SUGGESTION AND RECOMONDATION

92

SUGGESTIONS AND RECOMMENDATION
SUGGESTIONS
Following are the few suggestions to AIRTEL for improving the market share and
image of the products concerned.
1. PRODUCT
• Modification must be brought about in AIRTEL, in terms of quality. Its
demand should be increased.
2. PLACE

• The brands must be made available easily in, PCO & general stores.

3. PROMOTION

• Company must undertake extensive promotional activities like advertisements
must be released in different Medias to create brand awareness.
• Free samples should be distributed among the prospects. Sales promotion
tools like gifts, contests and coupons must be given to retailers as well as
customers and prospects.
• Catalogues should be distributed among customers.

RECOMMENDATION
• I have made following recommendation to the company after doing the
summer training there:
• The company should modify its credit policy as they only target the cash
paying customers who are not easy to trace.
• The company should emphasis more on the quality of Pharmaceuticals
Product it was mostly claimed by the exporters that their receipts from
company doesn't matches with the sample's quality shown before giving
orders.

93

• The company should make its marketing strategy flexible enough in order to
face competition.
• The company should keep an eye on the proper delivery of the goods to
exporters on time, as it has been recommended by exporters to make the
delivery on time.
• The company rate policy must be flexible enough to catch new customers
because if company offers lower price to a new customer then he may
continue buy the goods and can be a permanent customer for the company.
• The company should offer such a rate in the market so that it may able to
catch a bigger market share and it should be able to compete with the local
traders and commission agents while having a brand name.
The company should make up the bill distribution network strong enough to match
up the customer requirement.
a. Company may use courier services for distribution of bills.
b. Company may also use the newspaper distribution.
Scheme and plans provided by the company should.

• Schemes and plans provided by the company should be attractive enough to
have the kind attention of the customers & strong enough to meet the
competitive environment.
• Customer must be given chance to plan product for the company.
• There must be uniformity in the information provided to the customer
franchise and customer care executive online to avoid communication gap.
• Airtel sites must be promoted among the customer for more use.

The company should take the opinion of exporters from time to time to know what
problems they are facing from the company's side. And if any change they require in
present supplying condition.

94

• CONCULUSION
• BIBLOGRAPHY
• ANNEXURE

95

CONCLUSION
From above the details I conclude that 70% Airtel users preferred to remain with
Airtel. Also good no. of users who were willing to switch from their respective
subscribers showed interest in Airtel. Hence, these statistics imply a bright future for
the company. Also the company is now providing more services like the door to door
services which is you dial the Airtel customer care and would like to send someone
flowers the Airtel company delivers those flowers to the person concerned. Also
Airtel is providing free text messaging service and free voice mail service. Call
conferencing is also another feature Airtel provides. Airtel is also facing few threats
because of the increased foreign investment in the country. Also there is a movement
of GPS to WLL due to existence of global trends. But this study suffers from certain
limitations also. Time constraint and unavailability of respondents were the biggest
limitation involved in this study.

96

BIBLOGRAPH Y
BOOKS REFERED:
• Mallinder Bernard J. T. Specification Methodology Applied to the GSM System.
In EUROCON 88, June 2005.

• Mohan Seshadri and Jain Ravi. Two User Location Strategies for Personal
Communication Services. IEEE Personal Communications. 1(1), 1994.

• Rahnema Moe. Overview of the GSM System and Protocol Architecture. IEEE
Communications Magazine. April 1993.

MAGAZINES:

• Airtel.

• Airtel India page of HT paper.

WEBSITES:

www.google.com

www.airtelworld.com

www.airtel.world.in

www.india.com

97

ANNEXURE

QUESTIONNAIRE
NAME: __________________________________
ADDRESS: ___________________________________
OCCUPATION: ____________________________________

1-Do you believe that which company is potentially one of the most exciting mobile
service providers in the INDIA
COMPANY NAME YES NO
AIRTEL
BSNL
VODAFONE
IDEA
RELIANCE
AIRCEL

2. Do you find that the government’s telecom policy has had the most radical impact
on the development of mobile service providers
COMPAY NAME YES NO
BSNL
AIRTEL
IDEA
VODAFONE
MTNL
RELIANCE

3. Do you believe that one of the challenges facing mobile operators in India is the
diversity of the coverage regions?
COMPANY NAME YES NO

98

AIRTEL
VODAFONE
IDEA
RELIANCE
TATA DOCOMO
AIRCEL
4. To what extent, does you find that mobile service providers is a very complex
standard
COMPANY NAME YES NO
VODAFONE
IDEA
AIRTEL
BSNL
TATA DOCOMO
BSNL
5. Do you believe that mobile service providers come close to fulfilling the
requirements for a personal communication system?
COMPANY NAME YES NO
AIRTEL
BSNL
MTNL
IDEA
RELIANCE
TATA DOCOMO

6. Do you find that mobile service providers as the most exciting and satisfying
mobile standard?
COMPANY NAME YES NO
AIRTEL
VODAFONE
BSNL
MTNL
IDAE
AIRCEL

7. Do you believe that your service provider has a genuine commitment to creating a
modern and efficient communications?
COMPANY NAME YES NO
AIRTEL
IDEA
VODAFONE

99

BSNL
RELIANCE
MTNL
QUESTION-1): ARE YOU USING CELL PHONES OR LAND LINE SERVICES?
 Yes

 No

QUESTION-2): WHICH CONNECTION DO YOU USE FOR BETTER
SERVICE?
 BSNL

 Reliance

 Vodafone

 Others

100

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