Airtel: A Global Indian Brand

Founder

This company is the brainchild of Sunil Mittal, who has worked hard for his company from when he assembled landline phones to his puschase of a cellular network in India when it was just a fldgeling concept, to making it a household name within a span of a mere 20 years.

Company Profile

The company went through some amazing strategic planning. The goal was always larger than life. Sunil Bharti Mittal rebranded all of his mobile telecom ventures under a single brand named Airtel in 2003. The company has grown to be India’s largest mobile operator, with consistent hard work and everyday innovation.

Airtel had always adopted various cutting edge strategies to be one step ahead of competition. From acquiring regional operators in its early years, rebranding entire operations under one umbrella to outsourcing activities to various corporations, Airtel always set standards in the industry.

They are the only company who has every part of its operation  except marketing, sales and finance and building the 'minutes factory' model of low cost and high volumes, outsourced. Their equipment partner is Ericsson, and Nokia and  IT support is provided by IBM.

Airtel built a smart “Minutes Factory” model aiming at low cost and high volume output. By outsourcing daily operations and retaining core functions like finance, sales, marketing and management, the brand built sustainable business model that worked wonders over a period of time for the company.

Current CEO

Gopal Vittal, born in 1967, is an Indian business executive who has been instrumental in shaping Bharti Airtel's trajectory. He holds an undergraduate degree from Madras Christian College and an MBA from the Indian Institute of Management Calcutta.

Career at Hindustan Unilever Limited (HUL): Vittal began his career at HUL, one of India's leading fast-moving consumer goods companies. During his tenure, he undertook various roles, including Area Sales Manager and positions in the Brooke Bond and skincare divisions. Notably, he led "Project Bharat," a successful rural outreach initiative that encouraged rural consumers to try HUL's products.

First Tenure at Bharti Airtel (2006-2008): In 2006, Vittal joined Bharti Airtel as Head of Marketing. During this period, he redefined the relationship between operations and marketing, tailoring strategies to cater to the mass market. His initiatives included customer segmentation for targeted offerings and bundling mobile handsets with Airtel services.

Return to HUL (2008-2012): Vittal returned to HUL in 2008 as Head of the Home and Personal Care (HPC) businesses and was appointed to the board. Under his leadership, the HPC segment experienced a compounded annual growth rate of 14.7%, a significant increase from the previous 5-6% growth.

Second Tenure at Bharti Airtel: In early 2012, Vittal rejoined Bharti Airtel as Director in charge of special projects and international business strategy. He spent time at Singtel before being appointed CEO of Bharti Airtel's India operations on March 1, 2013.

Achievements as CEO: Under Vittal's leadership, Airtel expanded its portfolio across mobile, B2B, home broadband, DTH, and digital services. The company's revenue market share grew from 30% to 40%, and its market capitalization increased fivefold to over $100 billion.

Upcoming Transition: As part of a structured succession plan, Vittal will transition to the role of Executive Vice Chairman of Bharti Airtel on January 1, 2026. He will continue to lead the India business and take on broader telecom responsibilities across the group. Shashwat Sharma, the current Chief Operating Officer, has been appointed as CEO designate and will assume the role of Managing Director and CEO on the same date.

Upcoming CEO

Shashwat Sharma, currently the Chief Operating Officer (COO) of Bharti Airtel, is set to become the company's Managing Director (MD) and Chief Executive Officer (CEO) on January 1, 2026. This transition is part of a structured succession plan announced by Airtel on October 28, 2024.

Professional Background: Sharma has been with Bharti Airtel since 2018, initially serving as the Chief Marketing Officer (CMO). In this role, he was instrumental in driving the company's marketing strategies and enhancing customer engagement. His efforts contributed to Airtel's growth in market share and brand recognition. In 2022, he was promoted to COO, overseeing the company's operations and further solidifying his leadership within the organization.

Upcoming Role as CEO: As the CEO-designate, Sharma will be responsible for the entire end-to-end consumer business, including mobility, home broadband, and direct-to-home (DTH) services. Current MD and CEO, Gopal Vittal, will mentor Sharma during this transition period to ensure a smooth handover of responsibilities.

Strategic Vision: Sharma's appointment aligns with Airtel's vision to maintain continuity while embracing change. Chairman Sunil Bharti Mittal expressed confidence in this leadership transition, highlighting Airtel's commitment to structured succession planning.

Industry Impact: Under Sharma's leadership, Airtel aims to continue its trajectory of growth and innovation in the highly competitive telecom sector. His experience in marketing and operations positions him well to navigate the evolving landscape of telecommunications and digital services.

Global Expansion

Airtel operates in India, Sri Lanka, Bangladesh, a few countries in African continent and the Channel Islands. They are one of the largest mobile operator network in the world in terms of subcribers, and has a commercial presense in over 20 countries.

Its area of operations include:

• The Indian Subcontinent:
• Airtel India, in India
• Airtel Sri Lanka, in Sri Lanka
• Airtel Bangladesh, in Bangladesh
• Airtel Africa, which operates in 17 African countries:
• Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Rwanda, Seychelles, Sierra Leone, Tanzania, Uganda and Zambia.
• The British Crown Dependency islands of Jersey and Guernsey, under the brand name Airtel-Vodafone, through an agreement with Vodafone.

Marketing Strategies

In 2004, Airtel went ballistic with glitzy ideas. The collaboration with world famous music composer A R Rahman brought about their theme song which was an instant hit among subscribers. The tune went on to make a unique place in Airtel’s history. The company rebranded itself in 2010 with a new logo and a new theme song to establish global identity. 

Today, company offers various products such as 2G, 3G and 4G wireless services, High Speed Internet, Fixed line telephony and DTH services. In a span of 19 years, the company went from offering mobile telephony services in one city in India to expanding its operations in over 20 countries.

Being 4^th largest mobile operator in the world with a subscriber base of over 250 million, the story of Airtel’s success will forever motivate those who dare to dream.

Joint Ventures and Agreements

• Hughes Communications India Pvt Ltd (HCIPL): In January 2022, Airtel formed a joint venture with HCIPL to provide satellite broadband services in India, combining their VSAT operations to offer solutions to business and government customers.
• Brookfield Asset Management: In April 2022, Bharti Enterprises partnered with Brookfield for four commercial properties totaling 3.3 million square feet, including Worldmark Aerocity (Delhi) and Airtel Center (Gurgaon). Brookfield holds a 51% stake, while Bharti retains 49%.
• Dixon Technologies: In April 2021, Bharti Enterprises signed an MoU with Dixon Technologies to establish a joint venture for manufacturing telecom and networking products under the Government of India's PLI scheme.
• Ericsson's API Joint Venture: In November 2024, Airtel entered a Membership Interest Purchase Agreement with Ericsson US Dhaulagiri to acquire a stake in a joint venture focused on network APIs.
• FireFly Networks: In November 2023, Bharti Airtel and Vodafone Idea exited their joint venture in FireFly Networks by selling stakes to Singapore-based Manipura Digital Infrastructure OPCO Pte. Ltd.
• OneWeb and Hughes Network Systems: Bharti Airtel, through its backing of OneWeb, entered a six-year agreement with Hughes Network Systems to deliver satellite broadband solutions to enterprises, governments, telcos, airlines, and maritime customers in India.
• Apple Partnership: In September 2024, Airtel collaborated with Apple to provide free music and video streaming services to its 281 million customers, boosting Apple’s content market presence in India.
• Dialog Axiata in Sri Lanka: In April 2024, Airtel agreed to merge its operations in Sri Lanka with Dialog Axiata. Dialog acquired Airtel Lanka's issued shares in exchange for 10.355% of its shares issued to Airtel.
• Bharti Airtel's strategic partnerships and joint ventures have diversified its services, expanded its geographical reach, and strengthened its global telecommunications market position.

Controversies

Bharti Airtel Limited has faced several controversies:

1. 2G Spectrum Case (2008): Alleged involvement in undervalued spectrum allocation, leading to a ?1.76 trillion revenue loss to the exchequer.
2. Radia Tapes (2010): Surfaced in leaked tapes revealing corporate lobbying and ethical concerns.
3. Net Neutrality (2014-2015): Faced backlash for plans to charge extra for VoIP and "Airtel Zero," which were deemed against net neutrality.
4. eKYC Suspension (2017): UIDAI suspended Airtel Payments Bank for opening accounts without consent and diverting subsidies.

International Presence

Bharti Airtel Limited, headquartered in New Delhi, India, is a prominent multinational telecommunications company with a significant international footprint. Beyond its extensive operations in India, Airtel has established a strong presence across several regions:

Africa: In June 2010, Airtel expanded into Africa by acquiring Zain's mobile operations in 15 countries for $8.97 billion, marking one of India's largest overseas acquisitions.

Sri Lanka: Airtel launched its first international mobile network in Sri Lanka in 2009, providing mobile services to the local population.

Bangladesh: In 2010, Airtel entered the Bangladeshi market by acquiring a 70% stake in Warid Telecom. By 2013, it became a wholly-owned subsidiary. In November 2016, Airtel Bangladesh merged with Robi Axiata Limited, with Airtel retaining its brand presence in the country.

Channel Islands: Airtel operates in the Channel Islands through a joint venture, Airtel-Vodafone, offering mobile services to residents and businesses.

Strategic Partnerships: Airtel is a member of the Bridge Alliance, a coalition of 34 major mobile telecommunications companies across Asia, Australia, Africa, and the Middle East. This alliance facilitates seamless connectivity and integrated services for subscribers roaming across member networks.

Through these strategic expansions and partnerships, Bharti Airtel has solidified its position as a leading global telecommunications provider, serving millions of customers across diverse markets.