Bharat Sanchar Nigam Ltd.: Ruling the Indian Telecommunication Market

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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.

Case Details:


Case Code : BSTR071 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Business Environment
Case Length : 15 Pages
Period : 2003
Organization : BSNL
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Telecommunication


The case examines the emergence of BSNL as the leading company in the Indian telecom industry in early 21st century. It explores in detail the changes taking place in the industry through the early 1990s - primarily the entry of private players and the emergence of cellular telephony. The case takes a look at the circumstances that led BSNL to enter the cellular and WLL segments. Detailed information is provided about the reasons behind the rapid growth of its cellular services. The case also discusses the criticisms leveled against BSNL's services and strategies, and the initiatives taken by the company to address them. Finally, it discusses the threats facing BSNL in the light of the changing regulatory and competitive.


Understand the evolving nature of the Indian telecom industry market in the early 21st century and study the role of the state-owned erstwhile monopoly player BSNL


  Page No.
Losing Customers 1
Background Note 2
Need for Cellular Foray 3
Cellular Services Grow Rapidly 4
BSNL Draws Flak 5
Trying to Set Things Right 7
A Few More Roadblocks 8
Exhibits 11


BSNL, Indian telecom, 21st, 1990, private players, cellular telephony, WLL, rapid growth, criticisms, services, strategies, regulatory, competitive

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