Company Information

IDEA Cellular is a publicly listed company, having listed on the

Bombay Stock Exchange (BSE) and the National Stock Exchange
(NSE) in March 2007.
IDEA Cellular is a leading GSM mobile services operator in India with
67 million subscribers, under brand IDEA. It is a pan India integrated
GSM operator covering the entire telephony landscape of the country,
and has NLD and ILD operations.
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.
From basic voice & Short Message Service
(SMS) services to high-end value added & GPRS
services such as Blackberry, Datacard, Mobile
TV, Games etc - IDEA is seen as an innovative,
customer focused brand.

IDEA offers affordable and world-class mobile

services to varied segments of mobile users. Be
it high end users, or low-end, price sensitive
consumers - IDEA's tariff plans are designed to
suit every pocket.

With a vision of delighting its customers while meeting their individual communication needs
anytime, anywhere, IDEA offers seamless coverage to roaming customers traveling to any
part of the country, as well as to international traveling customers across over 200 countries.
IDEA Cellular has partnership with over 400 operators to ensure that customers are always
connected while on the move, within the country or other parts of the world.
IDEA is the winner of 'The Emerging Company of the Year Award' at The Economic Times
Corporate Excellence Awards 2008-09. The company has received several other national and
international recognitions for its path-breaking innovations in mobile telephony products &
services. It won the GSM Association Award for "Best Billing and Customer Care Solution” for 2
consecutive years. It was awarded "Mobile Operator of the Year Award - India” for 2007 and
2008 at the Annual Asian Mobile News Awards (Click here to view the complete list )*
IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational corporation.
The group operates in 25 countries, and is anchored by over 1,30,000 employees belonging to
30 nationalities. The Group has been adjudged the '6th Top Company for Leaders in Asia
Pacific Region' in 2009, in a survey conducted by Hewitt Associates, in partnership with The
RBL Group, and Fortune. The Group has also been rated 'The Best Employer in India and
among the Top 20 in Asia' by the Hewitt-Economic Times and Wall Street Journal Study 2007.

Our Service Areas

The Indian telecommunications market for mobile services is divided into 22 "Service Areas"
classified into "Metro", Category "A", Category "B" and Category "C" service areas by the
Government of India. These classifications are based principally on a Service Area's revenue
generating potential.
IDEA is a pan-India operator with services being made available in all parts of the country.
The telecom service areas have been divided into Established and New Service Areas.
Established Service Areas
The established service areas are Delhi, Andhra Pradesh, Gujarat, Maharashtra, Haryana,
Kerala, Madhya Pradesh and Uttar Pradesh (West).
Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995,
with network rollout and commercial launch achieved in 1997. In January 2001 the mobile
operations in Andhra Pradesh Service Area were integrated with IDEA through a merger with
Tata Cellular Limited.
In June 2001, the mobile operations in Madhya Pradesh Service Area were fully integrated
with IDEA through an acquisition of RPG Cellcom Limited. In October 2001, the license for
Delhi Service Area was acquired during the fourth mobile license auction, with network rollout
and commercial launch in November 2002.
In January 2004, Escotel Mobile Communications Private Limited ("Escotel"), was acquired
with its original licenses in the Service Areas of Haryana, Uttar Pradesh (West) and Kerala. All
these Service Areas were re-branded and integrated with IDEA in June 2004.

New Service Areas

The New Service Areas are Uttar Pradesh (East), Rajasthan, Himachal Pradesh, Bihar, Mumbai,
Karnataka, Punjab, Orissa, Chennai & Tamil Nadu, Jammu & Kashmir, Kolkata & West Bengal,
and Assam & North East.
Licenses for Uttar Pradesh (East), Rajasthan and Himachal Pradesh were acquired through the
acquisition of Escotel (Escorts Telecommunications Limited).
Idea launched its services in Mumbai and Bihar in 2008. The Mumbai launch was the largest
Metro City launch in India. In Bihar, Idea acquired 500,000 subscribers in just over 100 days.
Brand Idea was launched in Karnataka and Punjab, through the acquisition of Spice
Communications.

The company has expanded its pan-India presence through service launches in Orissa,
Chennai & Tamil Nadu, Jammu & Kashmir, Kolkata & West Bengal, and the North East states
in FY10.

Key People

Board of Directors -
Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. Sanjeev Aga (Managing Director)
Mr. Arun Thiagarajan
Ms. Tarjani Vakil
Mr. Mohan Gyani
Mr. Gian Prakash Gupta
Mr. R.C. Bhargava
Mr. P. Murari
Mr. Biswajit A. Subramanian
Dr. Rakesh Jain
Mr. Juan Villalonga Navarro
Dr. Hansa Wijayasuriya (Alternate to Mr. Juan Villalonga Navarro)

Management Team -
Corporate Leadership Team
Mr. Sanjeev Aga, Managing Director
Mr. Akshaya Moondra, Chief Financial Officer
Mr. Anil K. Tandan, Chief Technology Officer
Mr. Prakash K. Paranjape, Chief Information Officer
Mr. Pradeep Shrivastava, Chief Marketing Officer
Mr. Navanit Narayan, 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, Director - Operations
Mr. Himanshu Kapania, Director - Operations

Circle Heads

Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh

Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh
Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West), Delhi & Haryana
Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala
Mr. Sashi Shankar, Chief Operating Officer, Mumbai
Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa
Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East)
Mr. Sunil Kataria, Senior Vice President - Operations, Rajasthan
Mr. Arul Bright, Senior Vice President - Operations, Gujarat
Mr. M. D. Prasad, Senior Vice President - Operations, Bihar
Mr. M. Srinivas, Senior Vice President - Operations, Tamil Nadu & Chennai
Mr. Siva Ganapathi, Chief Operating Officer, Karnataka
Mr. Anish Roy, Chief Operating Officer, Punjab, J&K and Himachal Pradesh
Mr. Aloke Malik, Chief Operating Officer, East (Kolkata, Rest of Bengal, Orissa & NESA)

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.
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.
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

Deep sense of purpose

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

Our Promoters

IDEA Cellular is part of the Aditya Birla Group, 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 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.
A premium conglomerate, the Aditya Birla Group is a leader in swathe of products - viscose staple fibre,
aluminium, cement, copper, carbon black, insulators, garments.

The Group has also made successful forays into financial services, telecom, software, BPO and retail
sectors. Today, the Group is India's most diversified business house.

Our Promoters are -

1. Aditya Birla Nuvo Limited

2. Grasim Industries Limited
3. Hindalco Industries Limited and
4. Birla TMT Holdings Private Limited.
 Choose Press Releases
Press Releases - NEW RELEASES

CORPORATE
India's most watched TV show 'Kaun Banega Crorepati' is powered by 'Idea'
(Mumbai, May 19, 2010)
Press Release Q1 FY 11

ANDHRA PRADESH
57th Idea Filmfare Awards 2009 - South
(Hyderabad, 19th July, 2010)
Reserve Talktime for prepaid mobile consumers - What an Idea, Sirji!
(Hyderabad, June 22, 2010)

ASSAM & NORTH EAST

Idea introduces Prepaid Roaming services in Assam & North East
(Guwahati, July 29, 2010)
IDEA expands in North East; Launches services in Meghalaya
(Shillong, December 17, 2009)

BIHAR & JHARKHAND

VAS Contest Car_Patna
(Patna, July 2, 2010)
IDEA paints Patna Green!
(Patna, February 5, 2010)

CHENNAI & TAMILNADU

Idea brings the 'World of Tamil' to Coimbatore
(Coimbatore, June 23, 2010)
Idea brings cool new products for mobile subscribers in Chennai & TN!
(Chennai, June 14, 2010)

DELHI & NCR

IDEA felicitates winners of National Mega Roaming Contest
(Noida, February 24, 2010)
IDEA offers paperless ticket travel on Bandra-Worli Sea Link & Delhi Noida Direct flyover
(Mumbai/ New Delhi, February 24, 2010)

GUJARAT
IDEA paints Ahmedabad Green!
(Ahmedabad, February 8, 2010)
IDEA launches lowest tariff for prepaid & postpaid subscribers in Gujarat
(Ahmedabad, January 15, 2010)

HARYANA
IDEA Cellular launches 'Recharge & Win' offer in Haryana
(Ambala, March 31st, 2010)
IDEA awards the winner of 'Jeeto Chapad Phad Ke' Diwali contest
(Haryana, Tuesday, March 25, 2008)

HIMACHAL PRADESH
 IDEA Cellular introduces breakthrough tariff plans to drive penetration in HP
(Shimla/Chandigarh, October 9, 2009)
IDEA Cellular to grow in Himachal
(Parwanoo, April 2, 2009)

JAMMU & KASHMIR

IDEA expands in J&K; launches services in the Valley
(Srinagar, January 19, 2010)
Choose your own IDEA number in J&K!
(Jammu, October 14, 2009

KARNATAKA
Deccan Chargers get an Idea to woo fans in Bangalore!
(Bangalore, April 7th, 2010)s
Bus & Bus shelters go Green in Bangalore!
(Bangalore, February 16, 2010)

KERALA
Recharge, Talk, and Get 'Money Back' - What an Idea, Sirji!
(Kochi, June 23, 2010)
Idea subscriber from Kannur Wins Car in Lucky Recharge Contest
(Kochi, May XX, 2010)

KOLKATA & WEST BENGAL

IDEA Cellular launches new tariff plans in Kolkata & WB
(Kolkata, August 10th, 2010)
92.7 BIG FM Kolkata and Idea present IDEA BIG BANGLA MUSIC AWARDS 2010
(Kolkata, July 19, 2010)

MADHYA PRADESH & CHATTISGARH

Idea Cellular launches 1 paisa per second tariff plan in MP & Chattisgarh
(Indore, October 31, 2009)
IDEA introduces lowest tariff in Madhya Pradesh & Chattisgarh
(Indore, October 20, 2009)
IDEA introduces lowest STD call rate at 75 paise in MP & Chattisgarh
(Indore, August 10, 2009)

MAHARASHTRA & GOA

Idea records 1 Crore subscribers in Maharashtra & Goa
(Pune, July 19, 2010)
Idea 'Maha Recharge' in Maharashtra offers 'Maha' benefit to mobile users
(Pune, May 17, 2010)

MUMBAI
IDEA redefines tariff rates
(Mumbai 8 July, 2010)
"Full Talktime Power Recharges" to offer more value to Idea subscribers in Mumbai
(Mumbai, June 10th 2010)

ORISSA
IDEA introduces lowest STD tariff in Orissa during the festive season
(Bhubaneshwar, September 16, 2009)
IDEA enters Orissa, as it expands nationally
(Bhubaneswar, April 8, 2009)
PUNJAB
Idea 'Campus Ke Sirji' reaches College campuses in Chandigarh & Rest of Punjab
(Chandigarh, August 3, 2010)
Idea flags off 'Campus Ke Sirji' - the biggest Talent Hunt in Punjab Colleges
(Chandigarh, July 28, 2010)

RAJASTHAN
IDEA customer in Rajasthan, 'Jeete Chappar Faad Ke'!
(Jaipur, February 26, 2010)
IDEA paints the Pink City, Green!
(Jaipur, February 5, 2010)

UTTAR PRADESH (East)

Idea goes on the Hunt for the 'Pride of Uttar Pradesh ’
(Lucknow, July 13, 2010)
IDEA Cellular launches new campaign in UP East
(Lucknow, May 25, 2010)

UTTAR PRADESH (West)

Talk to Friends with new Idea Student Pack in UP West
(Dehradun/ Noida, August 11th, 2010)
'Nitin Dhall wins IDEA's '30 Mai Car' offer
(Agra, March 11, 2010)
Overview

Simply Plug and Play … High speed internet anytime anywhere

Welcome to the Idea Net Setter experience. Idea brings you a conveniently sleek and stylish way to
access Internet on the move. Simply plug it into the USB port and go online; no wire, no CD for
installation, no hassles. And there are affordable plans to choose from. So connect in style with Idea
Net Setter.
Launching :High Speed 3G Netsetter

3G NetSetter is launched at an aggressive price point of Rs.1999/- (MRP)

Please note: Netsetter Price for Andhra Pradesh is at Rs.1600/-(MRP)

Salient Features of 3G NetSetter

Speed - 3G NetSetter support speed of up to 3.6Mbps on HSDPA network and is backward

compatible on our current EDGE/GPRS Network. On the current 2G environment subscribers will
continue to experience EDGE speeds of up to 236.8 Kbps.

SIM Lock - 3G NetSetter is being launched with a unique SIM Lock functionality wherein the first SIM
inserted in the device will be locked with the particular NetSetter device, this will help us address
current issues like subscribers not using bundled SIMs and using SIM cards with mobile GPRS plan
etc.

USSD Support - 3G NetSetter will enable Pre-paid subscribers to check pre-paid balance though one
click USSD option instead of the current SMS mode.

Operating System - 3G NetSetter supports

• Windows 2000/7/XP/Vista
• Linux13.305.05.00.03
• Ubuntu 7.10/8.04/8.10/9.04
• SUSE10.3/11.0/11.1
• Debian4.0/5.0
• Fedora7/Fedora9/Fedora10
• xandros4.2
• RedFlag6.0
• ManDriva 2008/2009 spring
• Mac OS X 10.4 and 10.5 with latest upgrades

Features:

• GSM / GPRS / EDGE Air interface

• EG612 USB Modem (usable with both desktops & Laptops)
• SMS support (group sending and editing the extra-long messages)
• Global roaming *
• Wireless data speed upto 236.8 Kbps
• Supports multiple operating systems such as Windows 2000 (SP4 or above), Windows XP
(SP2 or above), Windows Vista, MAC
Why Idea Net Setter?

• Plug and play (No CD installation required)

• Easy and fast to install and use
• Tie-ups with international operators for seamless access across Asia, US, Europe and Middle
East*
• Value for money tariff plans

* Conditions apply