With 160+ million subscriber base, Idea Cellular is the third largest mobile service provider offering 2G, 3G and 4G services pan India.
With its own ISP license, it also controls its own NLD and ILD operations in India. An Aditya Birla offering, Idea started off with competitors like BSNL and Reliance communications but now has forayed far ahead than these competitors by having a revenue market share of over 18%.
Established in 1995, AT&T, Tata group and Aditya Birla has equal equity shares of the company.
After AT&T merger with Cingular Wireless, the equity was split equally between Tata group and Aditya Birla group. Later Tata moved on by launching its own subsidiary Tata Indicom by making Aditya Birla Group the highest stake holder. Originally known as Birla Tata AT&T Ltd Company, it changed its names to Idea Cellular Ltd and launched the brand Idea in 2002 after Birla group became the major stakeholder. After Escorts telecommunications becoming a subsidiary of the group, it was renamed as Idea Telecommunications ltd in 2006.
Idea has also been awarded with the prestigious World Communications Award in 2012, winning it consecutively for the second year. With the launch of mobile number portability (MNP) Idea was able to strengthen its customer base. It also was the first mobile service provider to launch customized offerings for its selected and segmented customers.
Now, Idea has also launched its 4G LTE services in over 350 cities and towns. Recently, Idea has launched operator billing system on Windows store in partnership with Microsoft. Looking at its marketing strategy Idea proposes to promote its brand by tying up with IPL and other major players than promoting its tariff plans and value added services.