Idea Cellular, formerly Birla-Tata AT&T, provides cellular services in the states of Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh and Chattisgarh. During FY 2001-02, Idea Cellular was India’s fastest growing cellular operator with a staggering growth of 135.35 percent, touching a subscriber base of 808,676 as compared to 343,606 in FY 2000-01. In revenue terms, Idea Cellular again ranks number one with a turnover of Rs 600 crore, a growth of 48.5 percent as compared to Rs 404.06 in fiscal 2000-01. Idea Cellular is equally owned by Aditya Birla Group, Tatas and AT&T Wireless.

Idea has replaced the AT&T brand in Maharashtra, Goa and Gujarat, the Tata Cellular brand in AP and RPG Cellular brand in MP and Chattisgarh. The icing on the cake for Idea Cellular would be its forthcoming commencement of services in Delhi and the NCR.

Idea Cellular TURNOVER FACTSHEET CEO : Sanjeev Aga  Address : Sharda Center, 11/1 Erandwane Off Karve Road, Pune 411004 Tel : 020-4123123 Fax : 020-4123939 Web site : www.ideacellular.com  S W O T Strength  : Renowned player globally Weakness : Delhi the only lucrative operation Opportunity : Pan-Indian presence Threat  : Declining ARPU; Likes of Hutchison and Bharti

Idea Cellular has invested Rs 500 crore in its network during the fiscal 2001-02 and most of the company’s network is 2.5G ready. The latest NFO MBL survey has ranked Idea Cellular as No 1 in terms of customer satisfaction.

In the months to come, Idea Cellular plans to extend its coverage to 80 new towns and cities, provide deep indoor coverage in major towns, and value-added services like vernacular SMS, new generation voice mail.