IDEA Project Report

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Project Reports
Company Information
As India's leading GSM Mobile Services operator, IDEA Cellular has

licenses to operate in 11 circles. With a customer base of over 10 million, IDEA
Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh,
Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh
and Kerala. IDEA Cellular's footprint currently covers approximately 45% of
India's population and over 50% of the potential telecom-market.
As a leader in Value Added Services, Innovation is central to IDEA's VAS
Factory. It is the first cellular company to launch music messaging with 'Cellular
Jockey', 'Background Tones', 'Group Talk', a voice portal with 'Say IDEA' and a
complete suite of Mobile Email Services.
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, with 'Super Power', 2 Minutes Outgoing Free,
Lifelong offer and other segmented offerings like Women's Card. 'Lifetime Idea' is
the first and only loyalty program, for pre paid customers, introduced by a Cellular
brand.
Customer Service and Innovation are the drivers of this Cellular Brand. A brand
known for their many firsts, Idea is only operator to launch GPRS and EDGE in
the country.
The latest feather in Idea's cap is GSM Association Award for CARE. It is the
second GSM Association award that Idea has won, the first one being for Bill
Flash.
Idea Cellular is part of the Aditya Birla Group, which is India's first truly
multinational corporation. Global in vision, rooted in Indian values, the group is
driven by a performance ethic pegged on value creation for its multiple
stakeholders.
The combined holding of the Aditya Birla Group companies in Idea stands at
around 57 per cent.
With ambitious future plans, the company is poised for rapid growth.
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Project Reports
1
Our mission
Our Circle
The Indian telecommunications market for mobile services is divided into

23 “Circles”. There are four “metropolitan” Circles, covering the cities of
Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified by the
Government as category “A”, category “B” or category “C”, which cover the rest
of India. These classifications are based principally on a Circle’s revenue
generating potential, with metropolitan and category A Circles having the highest
revenue potential.
Established Circles
We operate in the metropolitan Circle of Delhi, the category A Circles of
Andhra Pradesh, Gujarat and Maharashtra, and the category B Circles of Haryana,
Kerala, Madhya Pradesh and Uttar Pradesh (West).
Licenses for the Maharashtra and Gujarat Circles were awarded to us in
December 1995, with network rollout and commercial launch achieved in 1997.
Subsequently, in January 2000, we merged with Tata Cellular Limited, the mobile
operator in the Andhra Pradesh Circle, and integrated its operations into ours by
January 2001. In February 2001, we acquired RPG Cellcom Limited, the mobile
operator in the Madhya Pradesh Circle, with full integration of this Circle with
ours achieved by June 2001. We acquired the license for the Delhi Circle during
the fourth mobile license auction in October 2001, with network rollout and
commercial launch by November 2002. Escotel Mobile Communications Private
Limited (“Escotel”), which we acquired in January 2004, was awarded the original
licenses in the Circles of Haryana, Uttar Pradesh (West) and Kerala. We re-
branded these Circles and integrated them with ours by June 2004.
New Circles
In connection with the acquisition of Escotel, we also acquired Escorts
Telecommunications Limited (“Escorts”), which was awarded licenses for the
New Circles. Due to certain existing license conditions we were unable to
complete the transfer of shares of Escorts until June 2006. However, we ensured
that Escorts met the first phase of network requirements for these New Circles in
June 2005 in accordance with the relevant licenses (as amended following the
payment of a penalty by us on behalf of Escorts).
Following significant investment by us in the roll-out of the network in the
New Circles, amounting to approximately Rs. 4,678 million upto September 30,
2006, we were able to achieve full commercial launch of mobile services in the
New Circles between September and November 2006 in a manner which also met
the network roll-out requirements of the licenses which were to be completed by
June 2007.
2
Key People
 Board of Directors –
Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. M.R. Prasanna
Mr. Saurabh Misra
Mr. Sanjeev Aga (Managing Director)
Mr. Arun Thiagarajan
Ms. Tarjani Vakil
Mr. Mohan Gyani
Mr. Biswajit Anna Subramanian
Mr. Gian Prakash Gupta
 Management Team –
• Corporate Leadership Team
Mr. Sanjeev Aga, Managing Director
Mr. Anil J. Jhala, Chief Financial Officer
Mr. Anil K. Tandan, Chief Technology Officer
Mr. Prakash K. Paranjape, Chief Information Officer
Mr. Pradeep Shrivastava, Chief Marketing Officer
Mr. Amar Babu R K, Chief Service Delivery Officer
Mr. Vinay K. Razdan, Chief Human Resource Officer
Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer
Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer
Mr. Ambrish Jain, Chief Operating Officer, Corporate
Mr. Himanshu Kapania, Chief Operating Officer, Corporate
• Circle Heads
Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh
Mr. Rajendra Chourasia, Chief Operating Officer, Delhi & NCR
Mr. Gururaj D. Kulkarni, Chief Operating Officer, Gujarat
Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh
Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala
Mr. S. Sashi Shankar, Chief Operating Officer, Madhya Pradesh & Chattisgarh
Mr. P. Lakshminarayana, Chief Operating Officer, Maharashtra & Goa
Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West)
Mr. Subodh K. Srivastav, Vice President - Operations, Uttar Pradesh (East)
Mr. Puneet Krishnan, Vice President - Operations, Rajasthan
3
Our Partners
IDEA welcomes all businesses and individuals interested in partnering with
us to enhance and strengthen the IDEA products & services portfolio.
To explore such potential partnerships, kindly get in touch with us by

submitting the Partners Form.
Some of our Technology and Content Partners:
VAS
1. Onmobile Asia Pacific Ltd
2. Cellebrum India Ltd
3. Siddhivinayak Astro Services Ltd.
4. Kodiak Ltd
5. Mauj
6. Net4nuts India Ltd
7. Yahoo
8. Rediff
9. Indiatimes
10. Mobile2win
11. Sify
12. NDTV
ROAMING
1. Roamware.inc
2. Starhome
3. Bharti Telesoft
MARKETING COMMUNICATIONS
1. Lowe India Pvt Ltd

2. Insight Media Ltd
PUBLIC RELATIONS
1. Clear PR
NETWORK
1. Nokia
2. Ericsson
3. Siemens
BILLING
1. Atos Origin
4
Coverage
Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's
footprint idea is to first achieve critical mass, then drill deep instead of spreading thin.
In keeping with this, the company has been providing excellent service to its
subscribers in various states. It controls a portfolio of India's most attractive and
contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi
(inclusive of NCR), Gujarat, Haryana, Himachal Pradesh, Kerala, Madhya
Pradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai), Rajasthan, Uttar
Pradesh (W), Uttar Pradesh (E). With a footprint dominating the map of India, Idea
Cellular accesses over 60% of India's total telephony potential. The company is now
poised to launch its services in new circles - namely Mumbai and Bihar.
Idea Cellular Ltd, however, does not believe only in increasing geographic
footprint - it also drills deep and successfully attempts to provide excellent network
coverage in all its circles of operations.
Brand Information
The brand Idea

It is almost impossible to disintegrate brand Idea from the corporate Idea.
Brand values are the company values and vise versa.
Brand Vision: It goes without saying that the brand vision of idea mirrors the
company’s vision. The brand mission statement is...... To be the most customer-
focused mobile service brand, continuously innovating to help liberate our
customers from the shackles of time & space.
IDEA - Brand Values

Innovate. Stimulate. Liberate....
It is these brand values, which have made us a formidable player in the telecom
industry. Innovations that stimulate the customer and liberate him from the
shackles of time and space are the core of our brand. This is what we strive for.
Nothing more, nothing less, nothing else.
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IDEA - Brand Mission
• The India footprint Idea
Anywhere connectivity - bringing India closer.
• The Technology Advantage Idea

Tomorrow's technology to enrich today.
• The Customer Focus Idea

Make a single interaction a lasting relationship.
• The Employee Focus Idea

Nurture the roots that nurture our ideas.
Brand Initiatives
Our aim, through media buying and planning, is to create year round
impact. With the objective of strengthening our brand, we work with strategic
communication partners on campaigns like sponsorship of the Idea International
Indian Film Academy awards and the television programs “Idea Rocks India”,
“Idea Star Singer” and “Idea Andhra Idol”. We seek engagement with subscribers
on a variety of levels, from major celebrity fashion shows to small local events
timed to coincide with new product offerings.
Since August 2003, we have commissioned a Brand Track Index Study to
evaluate the health of our brand. The Brand Track Index Study is a monthly study
conducted by TNS, a marketing consultant engaged by us to evaluate our brand
using face-to-face interviews on a random sample of mobile users a well as those
intending to purchase mobiles within the next three months. According to the
study our brand is perceived as “reliable/trustworthy” and one that “offers cheaper
and good promotional offers”. We have improved our rating in the Brand Track
Index calculated by the study in the past year reflecting, we believe, the growing
strength of our brand.
The main communication medium for the Idea brand is television, where
we seek strategic Idea brand coverage in various formats. Billboards and
hoardings are used as a secondary medium, customized for specific regional
preferences to communicate effectively at the local level. We also use other mass
communication media such as the press and radio to communicate price plans and
other tactical and customer information.
All our key initiatives are subjected to a rigorous testing and launch process
to ensure accountability for all advertising spend and improve the chances of
success of a new product. This process is followed up with extensive briefing of
call center agents and sales personnel and real-time tracking of the impact of the
communication and feedback from subscribers.
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Our Values
Values We Value :
Integrity - Honesty in every action
At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a
manner that is fair, honest, following the highest standards of professionalism and
also perceived to be so. Integrity for us means not only financial and intellectual
integrity, but in all other forms as are commonly understood.
Key words that connote Integrity are:
• Ethical
• Truthful
• Principled
• Transparent
• Upright
• Respectful
Commitment - deliver on the promise

At Aditya Birla Group Commitment is defined as: On the foundation of
integrity, doing whatever it takes to deliver value to all stakeholders. In the
process, taking ownership of our actions and decisions, those of our team and that
part of the organization that we are responsible for.
Key words that connote commitment are:
• Accountability
• Discipline
• Responsibility
• Result –orientation
• Self-confidence
• Reliability
Passion - energized action

At Aditya Birla Group Passion is defined as: A missionary zeal arising out
of emotional engagement with the organization that makes work joyful and
inspires each one to give his or her best. Relentless pursuit of goals and objectives
with the highest level of energy and enthusiasm, that is voluntary and spontaneous.
Key words that connote passion are:
• Intensity
• Innovation
• Transformational
• Fire-in-the-belly
• Inspirational
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• Deep sense of purpose
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Seamlessness - boundryless in letter and spirit
At Aditya Birla Group, Seamlessness is defined as:
Thinking and working together across functional silos, hierarchies, business and
geographies. Leveraging the available diversity to garner synergy benefits and
promote openness through sharing and collaborative efforts.
Key words that connote Seamlessness are:
• Teamwork
• Integration
• Involvement
• Openness
• Global
• Learning from the best
• Empowering.
Speed - one step ahead always

At Aditya Birla Group, Speed is defined as: Responding to internal and
external customers with a sense of urgency. Continuously seeking to crash
timelines and choosing the right rhythm to optimize organization efficiencies.
Key words that connote Speed are:
• Response time
• Agile
• Accelerated
• Timelines
• Nimble
• Prompt
• Proactive
• Decisive
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Our Promoters
The Aditya Birla Group is India's first truly multinational corporation.
Global in vision, rooted in Indian values, the Group is driven by a performance
ethic pegged on value creation for its multiple stakeholders. Its 66 state-of-the-art
manufacturing units and sectoral services span India, Thailand, Indonesia,
Malaysia, Philippines, Egypt, Canada, Australia and China.
A US$ 6.7 billion conglomerate, with a market capitalisation of US$ 7
billion, it is anchored by an extraordinary force of 72,000 employees belonging to
over 20 different nationalities. Over 30 per cent of its revenues flow from its
operations across the world.
A premium conglomerate, the Aditya Birla Group is a dominant player in
all of the sectors in which it operates. Such as viscose staple fibre, non-ferrous
metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals,
fertilisers, sponge iron, insulators and financial services.
The Group has also made successful forays into the IT and BPO sectors.
Currently around 57 percent of our Equity Shares are held by our Promoters who
are companies belonging to the Aditya Birla Group.
Our Promoters are -
1. Aditya Birla Nuvo Limited

2. Grasim Industries Limited
3. Hindalco Industries Limited and
4. Birla TMT Holdings Private Limited.
IDEA in media
Press Releases - New Releases
IDEA launches ‘MyGang’ card – a specially designed pre-paid card for the youth
– Becomes the first-ever operator to launch a ‘Youth Mobile Radio’ service
(Mumbai, July 16, 2007)
IDEA Cellular Limited, a leading cellular operator in India launched
MyGang – a ‘first-of-its-kind’ pre-paid card specially targeted towards the youth.
MyGang is a power-packed product encompassing unique services like the Closed
User Group (CUG) on pre-paid and the Youth Mobile Radio. MyGang offers local
group calls within MyGang subscriber groups at the rate of a meagre 10 Paise per
minute and group SMSes at the rate of an unbelievable One Paisa without the
hassle of mobile number registration or restriction on the group size. The
exclusive value-added Youth Mobile Radio provides subscribers the facility to not
only listen, share and create their own music jukebox and special short codes but
also download music at half price. MyGang has been created with features rich in
music and cyber content promising a full mobile entertainment experience
Speaking on the launch, Mr. Pradeep Shrivastava, Chief Marketing Officer
(CMO), - ----
10
IDEA Cellular Limited said: “India is a young nation with over 60% of its
population below the age of 30 years. MyGang is a segmented product designed
for today’s youth who have evolved needs that extend beyond mere tariff.
” The launch of MyGang underlines IDEA Cellular’s strategic intent to
maintain its leadership positioning by constantly innovating and creating enhanced
value propositions for different customer segments. In order to integrate cyber
benefits with mobile offerings, IDEA Cellular has launched a state-of-the-art
website www.idearocksindia.com/mygang where subscribers can create their own
MyGang identities.
For further information, please contact:
Rajat Mukarji
Chief Corporate Affairs Officer
IDEA Cellular Limited
Telephone: +91 (11) 2373 0133.
Advertisements
"Stay Connected" is a brand promise that looks at the key purpose of mobile
telephony. It converges with the tangible requirement of 'network depth' & at the
same time, reflects the eternal human need for bonding, kinsmanship, and
relationship forming. This new brand campaign enables Idea to own the biggest
category benefit of "keeping people connected", through a simple, unique and
likeable expression of connectivity. And it makes consumers aware that "no one
connects better than Idea".
Slated to run through 2004, the campaign utilizes all relevant mainline media to
propagate the message to its audiences with 60-second commercial and its various
edits, print campaign & outdoor publicity. Apart from it, various innovative media
/ events has been used to further strengthen the message.
11
Idea Sa Re Ga Ma Little Champs
Idea is gearing up to launch Idea Sa Re Ga Ma Pa Little Champs aimed at tapping
the fresh talents and young voices in AP. – The show will be live from 26th April
and will be aired every Thursday and Friday 21:00-22:00hrs.
Little Champs will provide a platform for young participants, all in the age group
of 4 to 14 years. This series will have the little talents singing to a live band on the
show. There will also be a wild card entry for Idea subscribers at the quarter final
stage.
The judges are Ramana Gogula, Koti and Shailaja, prominent regional
personalities in AP.
The entire program will culminate to a ground event in AP.
Final winners will be gratified with prize money
1st winner - Rs. 1 lac
2nd winner - Rs. 75,000
12
Idea Sa Re Ga Ma
Idea launches Idea Sa Re Ga Ma on Zee Marathi.
Idea Sa Re Ga Ma now will have popular actors from Marathi films, stage &
television actors performing and eyeing for the title.
The contestants are
1. Prasad Oak
2. Pankaj Vishnu
3. Sunil Barve
4. Sumeet Raghavan
5. Priya Bapat
6. Meghana Vaidya
7. Seema Deshmukh
8. Madhurani Gokhale
Tune in to watch your favorite celebrities battle against each other only on Idea Sa
Re Ga Ma on Zee Marathi at 10 pm.
13
Prepaid Plans in India
With Idea, SIMPLICITY and AFFORDABILITY walk hand in hand.

Our customer centric tariffs allow you all the room in the world to choose the
perfect plan, one which optimizes your usage and keeps your pocket heavy too.
So, when you talk, you don't forget to smile.
Online Prepaid Recharge Vouchers -
Andhra Delhi & NCR Gujarat Haryana

Pradesh
Himachal Kerala Madhya Pradesh & Maharashtra &
Pradesh Chattisgarh Goa
Rajasthan Uttar Pradesh Uttar Pradesh (W)
(E)
IDEA Chit Chat-Registration and Activation Process

As per the directive from the Department of Telecom (DOT), following
Documents need to be submitted with the Prepaid Enrollment Form
• Self Attested Photograph
• Photo proof of Identity / Signature
• Proof of Address
Proof of Identity / Signature
• PAN Card
• Photo Credit Card
• Voter ID Card
• Passport
• Driving License
• Identity Card issued by Central / State Government
• Identity Card issued by Public Sector Undertakings
• Ration Card with your Photo
• Identity Card issued by Government College / University
In case the Proof of Identity document does not contain your address, you must
submit one of the following documents as Proof of Address
• Electricity Bill (issued in last two months)
• Telephone Bill (MTNL / BSNL / Idea - issued in last two months)
• Bank Statement / Credit Card Statement (issued in last two months)
• Income Tax Order (not older than One Year)
• RC Copy of Vehicle
• Registered Rent Agreement
• Bank Passbook
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Note
• Photograph with Customer's signature is compulsory
• Retailers need to verify the originals and attest the photocopies
• Customers will be able make or receive calls / SMS only after the above
documents are received and verified at the Distributors' end
 Idea Cellular Ltd. does not deal in handsets.

 Idea services are purely restricted to the business of SIM cards and cellular
services.
Prepaid Plans - Maharashtra & Goa
Regular Starter Pack
Local Call Charges

Idea to Idea Rs. 1/- per min.
Idea to Local Mobiles Rs. 1/- per min.
Idea to Landline Rs 1.5 per min
Entry Level Costs

Total - Rs. 99/- for Maharashtra and Goa
Validity Period 0 Days
TalkTime 0
Rs. 1.00/- Sms (Local) / Rs. 2.00/- Sms for
SMS P2P National /
Rs. 5.00/- for International
SMS P2A Rs. 3.00/-
Airtime Outgoing as mentioned above
Incoming FREE
Monthly free call allowances Nil
Duration of plan Open till further notice
Any taxes, in addition to the
Nil
above
15
Financial implications in Rs. / month for usage (mins)
Local calls to - Inter circle STD > 500
kms to -
Fixed WLL(M) Cellular Idea Fixed WLL Cellular
(M)
Pulse rate (in 60 60 60 60 60 60 60
secs)
Per min rate NA NA NA NA NA NA NA
for free calls
(a) 100 mins 150 100 100 100 200 200 200
in addition
to free calls
(b) 500 mins 750 500 500 500 1000 1000 1000
in addition
to free calls
Exit options Exit on Application/Non recharge beyond validity and grace
in plan period.
Migration Alternate Plan on Chitchat, if available.
options in
plan
Where should Customer Care No. 4444 or 12345 (from Idea mobile) or
customers 9822012345 (from Landline)
complain
about the plan
STD
Anywhere in Rs 2 Rs 2 per Rs 2 per
India per min min min
Starter Pack
DoT & Airtime Value (INR) 0
SIM + Processing Fee + 12.24% 99
service tax (INR)
Total MRP (INR) 99/- for Maharashtra and Goa
Incoming Airtime Rate (Rs. per min.) Free
Outgoing Airtime Rate (Rs. per min.) To !dea Rs. 1/- per min, To Local
Mobiles Rs 1/- min, To Landline Rs.1.5
per min
Pulse 60
Validity (Days) 0
Features SMS Roaming (Incoming only)
» National Roaming - Zero Roaming Rental
» International Roaming - Monthly Rental of Rs. 149/- on a rolling basis and
feature by default.
16
Dialing Mode
Rs./ Minute
Local To !dea 1
Outgoing Cell 1
Outgoing Fixed Line 1.5
Outgoing WLL 1
STD a) Fixed / WLL
(0-200 kms.) 2
(200-500 kms.) 2
(> 500 kms.) 2
b) Cell to Cell
(< 200 kms.) 2
(>200 kms.) across the 2
country
ISD Rate USA, Canada, Europe 6.4
(Fixed), Singapore &
HongKong
Gulf, Australia, SAARC, 9.19
South Africa
ROW- III 49.2
SMS Local SMS 1.00
National SMS 2.00
International SMS 5.00
P2A SMS 3.00
Recharge Vouchers
Recharge Vouchers (RV) valuing -
[Inclusive of SIM + Processing fee + 12.24% service tax in INR+]
RV Talktime Processing Service Validity for Approx. mins.

Fee (Rs.) Tax (Rs.) physical of usage
(Rs.) vouchers (Days)
199 47.30 130 21.7 30 32
350 151.83 160 38.17 30 101
550 390 100 60 30 260
1100 830.04 150 120 75 553
2200 1810.09 150 240 180 1206
3300 2890.13 150 360 365 1860
17
Call Pattern Assumptions -
The above mins of usage is been calculated based on the following call pattern.
Type of Call To Fixed To Idea To Mobiles
Local 30% 25% 25%
STD 10% 5% 5%
Please Note - As per the Government of India regulation. It is mandatory for the
subscribers of pre-paid cellular cards to furnish copies of their Ration Card or
Passport or Driving License or Income Tax PAN Card or Valid Photo Identity
Card. Those purchasing and making payment in cash or uncrossed cheque/demand
draft and without a PAN/GIR number are required to fill in Form 60 or Form 61
(for individuals with only agricultural income).
Idea – Lifelong Validity Recharge Voucher

Now Get Lifelong Validity in just Rs.495/-
Starter Pack
MRP Rs.495
Talktime Rs.10
Validity Life Time
Outgoing Rates.
Local Mobiles Re. 1/- per min
Local Landline Rs 1.5/- per min
STD Rs 2 per min
SMS Re 1 for Local
Rs 2 National
Terms and Conditions

• Validity for lifelong is applicable as per license period in each circle and is
subject to change in case any regulatory condition changes in the future.
• Connection will be permanently deactivated if there is no incoming or
outgoing for a period of 6 months.
• This offer cannot be coupled with any other promotional scheme/tariff
packs.
• Full Value Recharges. MRP 345 Talkime Rs 345. MRP 567. Talktime Rs
567. MRP 765. Talktime Rs 765. Full Talktime on MRP 250/MRP 500 /
MRP 1000 only
• Rates and conditions are subject to change.
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PREPAID LIFELONG @ EMI 99
Introducing Lifelong Prepaid at just Rs.99/-
Now get Idea Lifelong Prepaid through 12 easy installments of Rs. 99/-
Details of the offer –
• Recharge 12 times with Rs.99/- within 12 months to get Lifelong Validity.
• Each recharge of Rs.99/- gives 30 days validity and Zero Talktime
• From first recharge of Rs.99 onwards, get -
Â Â - 0 days validity on all recharges. Validity available only on recharge
of Rs.99 (30 Days)
Â Â - Lowest Lifelong Tariffs. (Local Mobile Calls @ Re 1/min. Landline
calls @ Rs.1.5/min & STD @ Rs.2/min)
• On the 12th Recharge of Rs.99, the subscriber will automatically get
Lifelong Validity and will be moved to Lifelong Validity Plan.
• In case the subscriber goes into grace during these 12 months, he can
recharge with Rs.99 to become active again. This recharge will be counted
in his EMIs.
• Upon recharging with Rs.99, all existing tariff benefits / Add on packages
will be withdrawn.
IDEA I-Card Active

I – Card
MRP Rs. 99
Talktime Rs. 0
Validity 0 Days
Outgoing Rates
Local Idea from 8am to 3pm and 5pm to 11pm Rs.1 per minute
Local Idea from 11pm to 8am and 3pm to 5 pm 10p per minute
Local Mobiles Rs.1 per minute
Local Landline Calls Rs.1.5 per minute
STD Rs. 2 per minute
ISD
To USA,Canada,Singapore and Hong Kong Rs. 6.40/-per min.
Other Countries(Except ROW-II) Rs. 9.19/-per min.
SMS
Local Idea 10p per sms
Local / National / International Rs. 0.25 / 0.25 / 5.00 /- per sms
respectively
Friends & Family - Reduced call rates to 5 Idea 10p per minute to 5 Local Idea
I-card Active Mobiles numbers only Icard Active Number
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To register your Friends & Family mobile numbers, send ICARD<space>Number
1<space>Number 2<space>Number 3<space>Number 4<space>Number 5 to
4444 (toll free).
Financial implications in Rs./month for usage (mins).

Mins of use per month Expenditure (Rs.)
(a) 100 mins (in addition to free mins -if applicable) 122
(b) 200 mins (in addition to free mins -if applicable) 244
(c) 500 mins (in addition to free mins -if applicable) 1110
(d) 1000 mins (in addition to free mins -if applicable) 1220
Assumption on Calling Pattern

Type of Call Rate (Rs/min.) % Distribution
Local - Idea to Idea 20%
Local - Mobiles 23%
Local - Others 20%
STD - Mobiles 17%
STD - Fixed 20%
Average Rate (Rs. per min.) 1.74
Idea Customer Care No. 4444 (from Idea Mobile) and 9822012345 from other
Mobile/Landline.
20
Idea - Women’s Card
”Just for you Ma'am”
Starter Pack
MRP Rs. 299/-
Talktime Rs. 150/-
Validity 15 Days
Outgoing Rates
Idea to Idea Rs. 1/-
Other Mobile Rs. 1/-
Landline Rs.1.5/-
National Voice Charges STD Rs. 2/-
International Voice Charges
ISD
USA, Canada, Europe (Fixed), Rs. 6.4/-
Singapore & HongKongRate
Gulf, Australia, SAARC, South Rs. 9.19/-
Africa
ROW III Rs. 49.2/-
SMS Charges Local / National / International - Rs. 50p/ 50p/
5 /- respectively.
Gup Shup Tariffs

• KITTY PARTY RATES: Local Idea to Idea calling @ only 50p/min during
2pm to 4pm.
• PARTY TIME RATES: Local Idea to Idea calling @ only 50p/min during
10pm to 12am.
Loved Ones:
• Calls on 3 Local MOBILES @ only 50p/min. To register 3 numbers dial
323 (call charges Rs 1.99/min) and select HELP to register the 3 mobile
numbers. Any change of nos. post 3 nos. registered will cost Rs 25 per
number change.
Emergency Feature:
• Even if you are on 0 balance, you can make outgoing calls worth Rs 25 .
The negative balance will be deducted on your next recharge.
Security Feature:
• Send a predefined SMS on the 3 numbers registered for loved ones by just
dialing 324 (toll free). As soon as you dial 324, an SMS (Pls call
immediately) free of cost will be sent to these 3 numbers asking them to
call you.
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Daily Tips
• Get 2 daily tips FREE on various women related categories for 24 months.
You can also select your own category @ Rs 25/month/category by dialing
323 and selecting TIPS.
Expert Advice:
• In case of any medical/behavioural assistance u can dial 323 (select
EXPERT ADVICE) and record your query for our panel of experts who
will give the right solution to your problems for a fee of Rs 99 only.
IDEA Motorola Bundled Offer
Motorola Offer.
• Buy a New Motorola C140 Handset and get Idea Chitchat Connection Free
with 2 years Validity and Rs 1990* Talktime (*For Local Idea calls for 1
years).
• Buy a New Motorola C113 Handset and get Idea Chitchat Connection Free
with 1 years Validity and Rs 1390* Talktime (*For Local Idea calls for 1
years).
Outgoing Rates
Idea to Idea Rs.1 per minute
Local Mobiles Rs.1 per minute*
Other Local Calls Rs.1.5 per minute
STD Rs. 2 per minute
ISD
To USA,Canada,Singapore and Hong Kong Rs. 6.40/-per min.
Other Countries(Except ROW-II) Rs. 9.19/-per min.
ROW-II Countries Rs. 49.20/-per min.
SMS
Local / National / International Rs. 1.00 /2.00 / 5.00 /- per msg respectively
22
Postpaid Plans
IDEA post-paid cards are an effective way of keeping in touch, no matter where
you are.
The activation procedure is simple. All you have to do is

• Fill up the activation form (CSA)
• Submit 2 passport size photographs.
• Submit address proof * (Copy of the latest Electricity Bill/Telephone
Bill/Credit Card Statement).
• Submit photo identity proof (Renewed passport / driver's license/Voter's ID
Card / Govt. Dept. ID Card / Public Ltd. Co. ID Card/PAN Card/Bank
Passbook with Photo)
• Submit PAN No./Form 60.
(In case of Lease Agreement / Ration Card / Passport / Gas Connection Card /
Insurance papers on subscriber’s name, activation will take place only after
verification which takes 1-2 days. In case the address proof is not one of the above
additional deposit of Rs. 3000/- will be charged)
Activation Charges - These are one time, mandatory charges.
Activation Charge As per bill plan + 12.24 % Tax

Security Deposit Security Deposit / Plan Enrollment Fee - as per
bill plan
NOTE - The security deposit is waived if you issue STANDING
INSTRUCTIONS to charge your monthly mobile bills directly to your Credit Card
A /c.
Other Charges - These are optional.

STD Deposit Rs. 500/- (refundable on disconnection of
facility)
ISD Deposit Rs. 3000/- (Inclusive of STD deposit Rs. 500/-&
refundable on disconnection of facility)
National Roaming Access Fee Rs. 49/-
I Roam Rs. 25/-
International Roaming Access Rs. 150/-
Fee
International Roaming Rs. 1000/- (non refundable)
Activation Fee
23
New SMS Charges –
The New SMS rates are with effect from - Monday, Dec 15 2003 00:00 hrs –
• The same are applicable on all Post-paid bill plans.
• Each short message is up to 160 characters in length & the text can
comprise of words, numbers or an alphanumeric combination.
P2P - Person to Person –

• Intracircle (Local) Re 1.00/- Within Maharashtra & Goa including Airtel,
BPL & Cellone.
• Intercircle (Interstate) Rs. 2.00/- Any message Outside Maharashtra.
• International (Local) Rs. 5.00/- Any message Outside India.
P2P - Person to Person (While on Roaming) –

• Please note the Outgoing SMS Rates while Roaming has been revised to
Rs.3.00/- per SMS for Local, National & International Messages effective
September 16 2003.
• Application such as downloading of Ringtones, Picture Messages, Logos
would be charged on actual, Outgoing SMS sent for browsing / searching
contents will be charged at Rs. 1.00/- per sms.
P2A - Person to Application –

• Charges - Rs. 3/- per msg.
However we have a SMS Package which is optional and can be subscribed to –

• SMS Feature Monthly Fees - Rs. 25.00 /- and SMS @ 0.50 paise / sms
(local only).
• The toll free helpline no. is 12345 which can be access directly from any
Idea Post Paid card and can be accessed from a landline by dialing
9822012345 & 020-4123456.
24
Postpaid Plans - Basic 199
Post Paid Tariff Package - Basic 199
Name of Tariff Basic 199
Package
Entry Level Cost a. Activation Charges - Rs. 250/- + 12.24% Service Tax
b. Plan enrollment Fees - Rs. 250/-
(convertible to refundable deposits after 12 months)
Total Monthly Charges a. Rental - Rs. 199/-
b. Commitment Fee - NIL
c. Plan Fee - NIL
Monthly free call Rs. 49/-
allowances
Duration of plan Till further notice
Any taxes, in addition 12.24% Service Tax
to the above Education Cess (@2 % Service Tax)
Outgoing Call Charges

Charges (in Rs.) Fixed/ Other Idea
WLL GSM to
(M) Idea
Local Calls 2.00 1.00 1.00
STD
Any Where in India 2.00 2.00 2.00
ISD
For USA, Canada, Europe (F), Singapore & 6.4
HongKong
Gulf, Australia, SAARC, South Africa etc 9.19
For ROW-II Countries 49.2
SMS Charges
Local SMS Rs. 1/- per message (Mumbai Included)
National SMS Rs. 2/- per message
International SMS Rs. 5/- per message
Optional Service Packages

Night Pack (11pm to 8am)
Monthly Rental Rs. 25/-
Local I2I free, Rest local calls @ Re1
25
The activation procedure is simple. All you have to do is –
• Fill up the activation form (CSA)
• Submit 2 passport size photographs.
• Submit address proof * (Copy of the latest Electricity Bill/Telephone
Bill/Credit Card Statement).
• Submit photo identity proof (Renewed passport / driver's license/Voter's ID
Card / Govt. Dept. ID Card / Public Ltd. Co. ID Card/PAN Card/Bank
Passbook with Photo)
• Submit PAN No./Form 60.
Activation Charges - These are one time, mandatory charges.
Activation Charge As per bill plan + 12.24 % Tax

Security Deposit Security Deposit / Plan Enrollment Fee - as per
bill plan
NOTE - The security deposit is waived if you issue STANDING
INSTRUCTIONS to charge your monthly mobile bills directly to your Credit Card
A /c.
NOTE –
 Service tax @ 12.24% extra on all charges
 Voice Mail Retrieval @ Re. 1.00/- per min
 In Roaming, surcharge is applicable @ 15% plus Long Distance charges at
actual, for certain locations.
SMS Charges
• The same are applicable on all Post-paid bill plans.
• Each short message is up to 160 characters in length & the text can
comprise of words, numbers or an alphanumeric combination.
P2P - Person to Person
• Intracircle (Local) Re 1.00/- Within Maharashtra & Goa.
• Intercircle (Interstate) Rs. 2.00/- Any message Outside Maharashtra & Goa
• International (Local ) Rs. 5.00/- Any message Outside India.
P2A - Person to Application
• Charges - Rs. 3/- per msg.
 The toll free helpline no. is 12345 which can be access directly from any Idea
Post Paid card and can be accessed from a landline by dialing 9822012345.
26
Post Paid Tariff Package - Basic 249

Package
c. Plan Fee - NIL
allowances

Charges (in Rs.) Fixed/ WLL (M) Other GSM Idea to Idea
Local Calls 2.00 1.00 0.75
STD
ISD
For USA, Canada, Europe (F), Singapore & HongKong 6.4
SMS Charges

Local I2I - Free, Rest Local calls @ Re1
Night STD Pack (11pm to 8am)
All STD calls @ Re1
Group Pack (Max 5 members)
Calls within group @ 30p
27
Postpaid Plans - Plus 349
Package
c. Plan Fee - NIL
allowances
WLL GSM to
(M) Idea
Local Calls 1.50 1.00 0.75
STD
ISD
HongKong
SMS Charges
SMS Pack
P2P Local/National @ 30p
Local I2I free, Rest local calls @ Re1
Night STD Pack (11pm to 8am)
All STD calls @ Re 1
28
29
Postpaid Plans - Super 549
Name of Tariff Super 549

Package
c. Plan Fee - NIL
allowances
to the above Education Cess (@2 % Service Ta

WLL GSM to
(M) Idea
Local Calls 0.50 0.50 0.50
STD
ISD
HongKong
SMS Charges

SMS Pack
100 P2P Local/National SMS free, thereafter P2P Local/National @ 30p
30
Postpaid Plans - One India
Name of Tariff One India

Package
c. Plan Fee - NIL
Monthly free call Nil
allowances

WLL GSM to
(M) Idea
Local Calls 1.00 1.00 1.00
per 2
mins
STD
ISD
HongKong
SMS Charges
Local SMS Rs. 1/- per message
(Mumbai Included)

SMS Pack
Monthly Rental Nil
31
32
Postpaid Plans - Buzz Life
Name of Tariff Buzz Life
Package
Entry Level Cost a. Activation Charges - Nil
(one-time non-refundable)
c. Plan Fee - NIL
Monthly free call Nil
allowances

Charges (in Rs.) Fixed/ Other Idea-
WLL GSM Idea
Local Calls 0.99/ 0.99 0.99
30secs
STD
Any Where in India 0.99 / 0.99/ 0.99/
30secs 30secs 30secs
ISD
HongKong
SMS Charges
(Mumbai Included)

SMS Pack
Hardcopy Bills
Cell to Cell Pack ( C2C Pack )
Cell to Cell calls @ 49paise.
33
34
Postpaid Plans - Double Value 299
Name of Tariff Double Value 299

Package
c. Plan Fee - NIL
Monthly free call First 499 mins Mobile to Mobile @ 10 Paise
allowances

WLL GSM to
(M) Idea
Local Calls 2.00 1.00 1.00
STD
ISD
HongKong
SMS Charges
(Mumbai Included)

SMS Pack :-
Monthly Rental Rs.30/-
First 100 SMS Free Local / National ( P2P), thereafter 30Paise / SMS
35
IDEA SERVICE
Value Added Services

Just when you thought you had the cake, we made it possible for you to eat
it too.
Introducing THE IDEA Value Added Services, a vibrant bouquet of "little
conveniences" "small pleasures" "bits of happiness" "dollops of infotainment" and
all those "itsy bitsy" wants of yours that together make up THE BIG SMILING
PICTURE.
SMS based services to Voice based ones, the Idea range cuts across all
modes of communication to ensure the BEST VALUE for your money.
So be it downloading the latest ring tones or sharing the freshest of blonde
jokes, be it checking the status of your cousin's train arrival time or arranging a
pick up for your boss's delayed flight, Idea hands you the power to do it all.
You could also book a surprise movie ticket or deliver those dainty
dandelions for your date or access the latest cricket scores or some serious stock
information; or maybe even play downloadable games or chill out with some zany
chats with buddies on-line.
Idea's Value Added Services are as innovative and exciting as your desires.
Roaming
Roam Like Home - with IDEA
Now you have one more reason to select Idea network while roaming in India.
You can enjoy a ‘Roam Like Home’ experience even while roaming. IDEA is the
first telecom operator in India to offer this facility to it’s valued roamers.
We present a host of very convenient & friendly features -
· Dial directly from your phone book. You can call numbers saved in your
phonebook, without adding STD or ISD codes to the entries. This saves you the
bother of remembering the concerned codes or manually dialling every number.
Ex: If you are a customer from UAE and you have saved your home telephone
number in your phonebook as 506123456. Now when roaming with Idea, you can
call the same number directly, without prefixing +971 (ISD dialling code for
UAE) each time you want to call home!
· Auto call correction of all misdialled calls. When you dial a new number, this
service will complete your call even if a wrong or incomplete prefix has been
added to the number.
· Direct access to your Voicemail box. Now you can make extensive use of your
VMS feature, even while roaming. Dial your voicemail short code directly without
any authentication codes.
· Direct dialling to your home customer care number. Ex: If you have saved the
customer care number of your mobile operator as 12345 in your phone book, you
can call them at the same number even while you are roaming (which would not
have been possible otherwise)
36
Roaming into IDEA Circles
Setting Up Roaming
When you come into any of the IDEA networks, switch off and restart your phone.
In case, the network is not registered automatically, go to the phone settings menu
and select the network manually.
National Roaming and Prepaid Roaming

Incoming Calls
Incoming Calls Rs. 1.75/min
Outgoing Calls
Local Calls Rs. 1.40/min
STD Calls Rs. 2.40/min
ISD Calls
USA, Canada, Europe, UK(fixed), SEA, Rs. 9.49/min
Australia, New Zealand
Gulf, SAARC, Africa, ROW 1 Rs. 12.28/min
UK(mobile)
Row 2 ** Rs. 52.29/min
INMARSAT Rs. 502.29/min
SMS
Outgoing SMS Rs. 3.45 per msg
Incoming SMS Free
Row 2 ** - Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau,
Tuvalu Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island
INMARSAT - It is a satellite phone.
Terms and conditions Apply.
37
Roaming out of Home Network (Maharashtra & Goa).
Idea breaks barriers in roaming by enhancing coverage and giving you the best
roaming advantage ever with unbelievable benefits at affordable rates!
INCOMING FREE when you Roam in MUMBAI –

As an Idea Prepaid and Postpaid Customer you no longer pay incoming charges
when you roam in Mumbai. You can enjoy this benefit when you roam with BPL
or Hutch in Mumbai.
When roaming with BPL or Hutch in Mumbai, Idea Postpaid & Prepaid
Customers pay Rs. 1.40/- per min for Outgoing Calls made to any mobile phone or
landline in Mumbai and all mobile phones & Landline Phones in Maharashtra &
Goa and Rs. 2.40 for any other national calls.
National Roaming
As an Idea Postpaid Customer you will stay connected while roaming anywhere in
the country. With over 55 roaming networks across the country IDEA offers you
seamless connectivity while you roam.
Idea offers you this service at no deposit or rental charges. To activate SMS ACT
NR to 555.
International Roaming
Enjoy IDEA's widest roaming coverage in all prime international destinations.
Stay connected around the globe, all the time through your single IDEA number.

Project Reports
38
Bills and Payments
Your bill is a complete record of all activities from your cellular account during
the past month. It comes to you in two parts. The smaller portion at the bottom is
the payment coupon, which you enclose with your payment.
39
Item Date Time Number Direction Duration Airtime DoT Total
called (minute) Charge Charge Charge
(Rs) s s
(Rs) (Rs)
*1 1/8/02 13:24 982201353 Outgoing 00:08 4.50 0 4.50
3
2 3/8/02 13:58 020 Outgoing 02:30 13.50 1.20 14.70
5432001
3 5/8/02 21:58 020 Incoming 01:40 3.20 0 3.20
5432001
Bill Explanation
• Airtime Charges
This includes the airtime charges for the current month in minutes and seconds.
This also includes the minutes used in call divert.
• DoT Charges
This is given in pulses and each pulse is charged at the applicable DoT rate.
• Other Charges and Credits
This indicates the discount given on any plan and is indicated by a '-ve' sign after
the amount. This discount is usually a percentage of the airtime amount
• Roaming Charges
This shows the amount of airtime and DoT charges incurred while using National
Roam and International Roaming facility.
• Taxes
This is a 12.24% service tax levied on the entire bill amount. It is applicable on
everything except deposits. In the first bill it is applicable on the SIM activation
fee
• Itemised Call Detail
This shows time, destination, duration and total charge for each call made or
received. This is further divided into local, STD and ISD call details, STD and
ISD Call Charges. This segregates the ISD and STD calls made during the billing
period.
To avoid possible errors, kindly bring the entire page 1 of the bill with you if you
pay in person, or mail the bottom portion, while dropping it in the drop box.
• PAYMENTS
To send your payments to us, you can either mail your cheque / draft to any of our
offices or drop it in the collection boxes that are installed at various places.
40
INVESTORS.
Equity Shares
• Bombay Stock Exchange Limited
Phiroze Jeejeebhoy Towers
Dalal Street,
Mumbai 400 001
• National Stock Exchange of India Ltd
Exchange Plaza,
Bandra-Kurla Complex
Bandra (East),
Mumbai 400 051
Stock code
BSE SCRIP BSE SCRIP NSE Reuters
ID CODE Symbol
Bombay Stock IDEA 532822 - IDEA.BO
Exchange Limited
National Stock - - IDEA IDEA.NS
Exchange of India
Limited
Code of Conduct for Board Members and Senior Management
Introduction
This Code of Conduct (hereinafter referred to as "the Code") has been framed and
adopted by Idea Cellular Limited (hereinafter referred to as "the Company") in
compliance with the provisions of Clause 49 of the Listing Agreements entered
into by the Company with the Stock Exchanges.
Code of conduct
The Board Members and Senior Managers shall observe the highest standards of
ethical conduct and integrity and shall work to the best of their ability and
judgment.
The Board Members and the Senior Managers of the Company:
• Shall maintain and help the Company in maintaining highest degree of
Corporate Governance practices.
• Shall act in utmost good faith and exercise due care, diligence and integrity
in performing their office duties.
• Shall ensure that they use the Company's assets, properties, information and
intellectual rights for official purpose only or as per the terms of their
appointment
41
• Shall not seek, accept or receive, directly or indirectly, any gift, payments
or favour in whatsoever form from Company's business associates, which
can be perceived as being given to gain favour or dealing with the
Company and shall ensure that the Company's interests are never
compromised
• Shall maintain confidentiality of information entrusted by the Company or
acquired during performance of their duties and shall not use it for personal
gain or advantage.
• Shall not commit any offences involving morale turpitude or any act
contrary to law or opposed to the public policy.
• Shall not communicate with any member of press or publicity media or any
other outside agency on matters concerning the Company, except through
the designated spokespersons or authorized otherwise.
• Shall not, without the prior approval of the Board or Senior Management,
as the case may be, accepts employment or a position of responsibility with
any other organization for remuneration or otherwise that are prejudicial to
the interests of the Company and shall not allow personal interest to
conflict with the interest of the Company.
• Shall in conformity with applicable legal provisions disclose personal and/
or financial interest in any business dealings concerning the Company and
shall declare information about their relatives (spouse, dependent children
and dependent parents) including transactions, if any, entered into with
them.
• Shall ensure compliance of the prescribed safety & environment related
norms and other applicable codes, laws, rules, regulations and statutes,
which if not complied with may, otherwise, disqualify him/ her from his/
her association with the Company
• Shall ensure compliance with SEBI (Prohibition of Insider Trading)
Regulations, 1992 as also other regulations as may become applicable to
them from time to time.

Project Reports
42
CONCLUSION
Why IDEA
"Attracting and nurturing talent has become the single most dominant force in
business."
Idea cellular recognizes human resources as a backbone for its long-term success.
We aim to be the best employer, attracting and retaining the best employees. Our
people are our greatest resource as they are our biggest differentiator. We therefore
hire the best professionals brimming with ideas and develop them for future
leadership positions.
!dea is all about participation and involvement - seek opportunities, give opinions
and always speak your mind. And finally make a difference within the company.
We have focussed on conserving the best aspects of our unique culture and on
perpetuating what attracts people to join, and remain, at Idea.

Project Reports
43

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As India's leading GSM Mobile Services operator, IDEA Cellular has

A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has

The Indian telecommunications market for mobile services is divided into

To explore such potential partnerships, kindly get in touch with us by

1. Lowe India Pvt Ltd

The brand Idea

IDEA - Brand Values

• The Technology Advantage Idea

• The Customer Focus Idea

• The Employee Focus Idea

Commitment - deliver on the promise

Passion - energized action

Speed - one step ahead always

1. Aditya Birla Nuvo Limited

With Idea, SIMPLICITY and AFFORDABILITY walk hand in hand.

Online Prepaid Recharge Vouchers -

Andhra Delhi & NCR Gujarat Haryana

IDEA Chit Chat-Registration and Activation Process

 Idea Cellular Ltd. does not deal in handsets.

Prepaid Plans - Maharashtra & Goa

Regular Starter Pack

Local Call Charges

Entry Level Costs

RV Talktime Processing Service Validity for Approx. mins.

Idea – Lifelong Validity Recharge Voucher

Terms and Conditions

IDEA I-Card Active

Financial implications in Rs./month for usage (mins).

Assumption on Calling Pattern

Gup Shup Tariffs

IDEA Motorola Bundled Offer

The activation procedure is simple. All you have to do is

Activation Charges - These are one time, mandatory charges.

Activation Charge As per bill plan + 12.24 % Tax

Other Charges - These are optional.

P2P - Person to Person –

P2P - Person to Person (While on Roaming) –

P2A - Person to Application –

However we have a SMS Package which is optional and can be subscribed to –

Outgoing Call Charges

Optional Service Packages

Activation Charges - These are one time, mandatory charges.

Activation Charge As per bill plan + 12.24 % Tax

Name of Tariff Basic 249

Outgoing Call Charges

Optional Service Packages

Name of Tariff Super 549

Outgoing Call Charges

Optional Service Packages

Name of Tariff One India

Outgoing Call Charges

Optional Service Packages

Outgoing Call Charges

Optional Service Packages

Name of Tariff Double Value 299

Outgoing Call Charges

Optional Service Packages

Value Added Services

National Roaming and Prepaid Roaming

INCOMING FREE when you Roam in MUMBAI –

Visit allmbastuff.blogspot.com for more

Code of Conduct for Board Members and Senior Management