Bharti Airtel Limited and the Indian Telecom Sector

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Case Details:

Case Code : BSTR300
Case Length : 21 Pages
Period : 2005-2008
Pub Date : 2009
Teaching Note : Available
Organization : Bharti Airtel Ltd.
Industry : Telecom
Countries : India; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Emerging Market Champion Contd...

According to the Cellular Operators'Association of India (COAI)⁷, BAL retained its leadership position in the Indian telecom market with a market share of 31.88% in 2007. The valuation of BAL stood at US$ 40 billion as of February 2008.⁸ BAL's spectacular growth matched the growth in the Indian telecom sector, which was the fastest in the world. The Indian telecom sector was adding 8 million customers per month as of early 2008.

On becoming the tenth largest telecom company in the world, the CEO of BAL Manoj Kohli (Kohli), said, "The last journey for first 50 million (customers) was completed within 12 years of starting operations in November 1995.

This puts Bharti Airtel among the top telecom companies in the world. Our next target is to reach 100 million mark by 2010."⁹

BAL was the only small initial entrant in the Indian telecom market which managed to survive consolidation in the sector. Despite tough competition from other private companies such as Hutchison Essar Ltd (Hutch), Reliance Communications Ltd¹¹ (Reliance), Tata Teleservices Ltd¹² (Tata), and the state-owned Bharat Sanchar Nigam Ltd¹³ (BSNL), it emerged as the undisputed leader in the Indian mobile telecom market...

Excerpts >>

7] Cellular Operators Association of India (COAI) was the industry body for GSM operators in India.
8] M.Rajendran, "The Great War,"www.businessworld.in, February 15, 2008.
9] Surojit Chatterjee, "Bharti Airtel among Top telecom Companies in the World with 50 Million Wireless Subscribers,"www.in.ibtimes.com, November 17, 2007.
10] Hutchison Essar Ltd was a major telecom company in India. It was a joint venture between the Hutchison Whampoa Group of Hong Kong and the Essar Group of India. It was acquired by Vodafone Group Plc in 2007 and Vodafone Essar was formed.
11] Reliance Communications Ltd is one of the major telecom companies in India and is headquartered in Navi Mumbai, India. Its revenues for the fiscal year 2006 were US$ 4 billion.
12] Tata Teleservices Ltd is one of the major Indian telecom companies and is headquartered in Mumbai, Maharashtra, India. Its revenues for the fiscal year 2006 were US$ 579.1 million.
13] Bharat Sanchar Nigam Ltd is the largest telecom company in India and is state owned. Its revenues for the fiscal year 2006 were US$ 9.04 billion.

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