Brand: Idea
Catch Phrase: An Idea can change your life
Footprint: Post the Escotel acquisition, the service is available in a total of 11 circles
Leadership: Vikram Mehmi: The CFO-turned-CEO has to his credit the acquisition of Escotel, one of the largest such deals in the Indian cellular industry. He took over the reigns more than a year ago, after two CEOs, Sanjeev Aga and Graham Burke, put in their papers within a short span of 12 months

Holding Company: Idea Cellular: The company achieved a record-high financial closure of Rs 2,225 crore with leading Indian financial institutions in October 2003.
Is the first cellular service provider to operate in the 1,800 MHz frequency band
Technology offerings: GSM, GPRS
Value-added Services: Language SMS, global SMS, group SMS, chat, voice mail, Internet, ringtones, picture messages, MMS, GPRS, recharge over SMS, etc.