Merchand-I

Founded in 1995 as Birla Communications Limited by Aditya Birla Group and obtained
licenses for Gujarat and Maharashtra circles
Changed name to Birla AT&T Communications Limited following joint venture between
Grasim Industries and AT&T Corporation
Merged with Tata Cellular Limited in 2001, thereby acquiring original license for the Andhra
Pradesh Circle and was renamed to Birla-Tata-AT&T (Batata)
Changed name to Idea Cellular Limited and launched "Idea" brand name in 2002
In 2005 AT&T and Tata pulled their stakes leaving Aditya Birla Group as the sole promoter
By 2009 Idea is operating in all 22 telecom circles in India
Headquartered in Mumbai and Indias 3rd largest mobile services operator in India with
wireless revenue market share at 13.9 % and a subscriber base of over 98 million as of August
2011
No. of employees:
6,481
CEO - Mr. Kumar Mangalam Birla
Dominant stake/share holders - Aditya Birla Nuvo Ltd., Birla TMT Holdings Pvt. Ltd.,
Hindalco Industries Ltd., Grasim Industries Ltd.
Idea won 3G Spectrum in 11 service areas in India.

Vision: To be the most customer-focused

Mission:

mobile service brand, continuously

innovating to help liberate our customers
from the shackles of time & space

Integrity - Honesty in every action

Commitment - deliver on the promise
Passion - energized action
Seamlessness - boundryless in letter and
spirit
Speed - one step ahead always

Mr. Kumar Mangalam Birla - Chairman

Mr. Himanshu Kapania- 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

Company Overview
Idea Cellular Limited (Idea) is a leading mobile services operator in India, with ~ 98 mn
subscribers as on august 2011. Idea has a subscriber market share of 19.5% in its 8
established service areas, and 14.5% in its 13 operating service areas. After inclusion of Spice
Communications, Brand !dea has 43.02 mn subscribers, corresponding to a 11.0% national
market share.
Promoter Group
Idea is part of the Aditya Birla Group, India's first truly multinational group. The Group has
businesses in sectors ranging from metals, garments, cement, fertilisers, life insurance and
financial services among others. Over 50% of the Groups revenues are derived from overseas
operations. The group operates in 25 countries, and is anchored by an extraordinary force of
over 125,000 employees belonging to 25 nationalities. The current Group holding of 46% in
Idea is made up of:

Aditya Birla Nuvo Ltd.

Birla TMT Holdings Pvt. Ltd 8.6%

Hindalco Industries Ltd.

6.9%

Grasim Industries Ltd.

5.2%

Total

46%

25.3%

ICISL tower company owning towers in Bihar and

Orissa service area.
ICSL provides manpower services to operating
entities i.e. Idea & ABTL.
SSSL holds MSC real estate in the Delhi service area.
Spsice provides GSM based mobile services in
Punjab and Karnataka service areas.
ABTL provides GSM based mobile services in Bihar
service area, and has 16% shareholding in Indus.
ICTIL holds towers de-merged from Idea, which will
subsequently merge in Indus.
Indus a joint venture between Bharti Infratel,
Vodafone Essar and Idea (through ABTL), to provide
passive infrastructure services in 15 service areas.

The main communication medium is Television. Billboards and hoardings come as a

secondary medium of communication. Also uses radio for communication price plans
and other strategic customer information to reach masses.
Strategic communication partners
Idea strengthened its brand through a series of media properties with associations
with Kaun Banega Crorepati, Koffee With Karan, Mission Army and Grammy Awards
on VH1, in addition to existing marquee properties like Idea. Filmfare Awards, Idea
Present Citizens Journalist and other regional media properties. The brand continued
its association with the Delhi Daredevils team in IPL4
Idea launched a unique National Inter School Skill fest called Kaho Whats Your Idea
in association with renowned Quizmaster Derek O Brien. The program was very well
received as it became one of the largest National School Connect Programs in the
country touching 2.5 Lakh students across 3000 schools in 100 cities Idea
International Indian Film Academy Awards
Television Programms
Idea Rocks India
Idea Star Singer
Idea Andhra Idol

Airtel
Vodafone
Reliance
BSNL
MTNL
Tata Communications
Spice Telecom
Aircel
MTS
Virgin Mobile

Share Holding Pattern

Subsidiaries:

Promoters and Group 46%

Foreign Holding 42.9%
Public Share Holding 11.1%
16% stake in Indus Towers, a joint venture with other telecom
majors Bharti Airtel and Vodafone
Idea Cellular Services Limited, provides manpower services to the
Company.
Idea Cellular Infrastructure Services Limited, is a tower company
owning towers in Bihar and Orissa
Idea Cellular Towers Infrastructure Limited (ICTIL), holds towers
de-merged from the Company
Idea Mobile Commerce Services Limited (Formerly Carlos Towers
Limited), is engaged in the business of Mobile Banking
Swinder Singh Satara and Company Limited, is engaged in the
trading of Data Cards, mobile handsets and Fixed Wireless
Phones.

Last Quarter Ended 30th June 2011 (unauditied)

Total Revenue of Rs. 44841 mn as against

Rs.36296.1mn in Q4FY10, up 23% in consecutive
quarter
PBT of Rs. 2146.7 mn as against Rs. 2062 mn in
Q1FY10, up by 4%
PAT of Rs. 1497.3 mn as against Rs. 2016.4 mn in
Q1FY10, down by 25% YoY

Last Annual Financial Statement for FY 2010-2011

Total Revenue of Rs.155302 mn as against Rs.
124990 mn in FY10
PAT is Rs.8987 mn as against Rs.9539 mn in FY10
Earnings per share Rs. 2.56

Aditya Birla Centre for Community Initiatives

and Rural Development
CSR Areas
1. Education
2. Rural Development

CSR activities in brief

Corporate Social Responsibility
The Company is a responsible corporate citizen, and strives to give back
to the community it operates in. The Corporate Social initiatives, which
the Company has identified and implemented are as under:
IIM Ahmedabad Idea Telecom Centre of Excellence
Centre of Excellence focuses on the areas of telecom policies,
governance, regulation and management, especially marketing and
customer care.
Pocket PCO project
Company has taken an initiative for designing and implementing a
Pocket PCO program in India. Idea Pocket PCO is easy to use mobile
phone that comes with a special Idea SIM having PCO software
embedded in it.
Promoting Save Paper idea through What an Idea, Sirji campaign

2010

2009

Idea crossed usage of One Billion Minutes per day on the network, propelling it amongst
the Top 10 country operators in the world
Company has been ranked 1st in the Telecommunications sector and ranked 12th in the
country under Indias Best Companies to Work for 2011 Study conducted by Great Place to
Work Institute, India, in partnership with The Economic Times
Brand !dea has been ranked the 4th Buzziest Brand by Agencyfaqs for second consecutive
year
The Use Mobile Save Paper campaign was one of the most awarded campaigns with over 7
awards in various media awards like the EMVIES 2010, EFFIES 2010, Digital Media Awards
10-11 and Yahoo big Chair Awards 10-11.
Idea launches services in Tamil Nadu
Idea expanded services into Orissa

2008

Subscriber base as on December 31, 2008: 40,016,153

Idea acquired 9 licences for Punjab, Karnataka, Tamil Nadu & Chennai, West Bengal, Orissa,
Kolkata, Assam, North East and Jammu & Kashmir
Acquired Spice Communications with the operating circles of Punjab and Karnataka
Launched services in Mumbai metro in the largest single metro city launch, ever
Launched services in Bihar

2007
Subscriber base as on December 31, 2007: 21,054,027
Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at
the GSM Association Awards in Barcelona, Spain
Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares
on the Bombay Stock Exchange and the National Stock Exchange
Merger of seven subsidiaries with Idea Cellular Limited
Reached the twenty million subscriber mark
2006
Subscriber base as on December 31, 2006: 12,442,450
Became part of the Aditya Birla Group subsequent to the TATA Group transferring its
entire shareholding in the Company to the Aditya Birla Group
Acquired Escorts Telecommunications Limited (subsequently renamed as Idea
Telecommunications Limited)
Restructuring of debt
Launch of the New Circles
Reached the 10 million subscriber mark
Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle.
Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle
through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom
Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire
shareholding in Aditya Birla Telecom Limited to the Company for the consideration of
Rs. 100 million.

2005
Subscriber base as on December 31, 2005: 6,473,962
Reached the five million subscriber mark
Turned Profit Positive
Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona,
Spain
Sponsored the International Indian Film Academy Awards
2004
Completed debt restructuring for the then existing debt facilities and additional
funding for the Delhi Circle.
Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea
Mobile Communications Limited)
Reached the four million subscriber mark
First operator in India to commercially launch EDGE services 2005
2003
Reached the two million subscriber mark
2002
Changed name to Idea Cellular Limited and launched "Idea" brand name
Commenced commercial operations in Delhi Circle
Reached the one million subscriber mark

2001
Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh
(including Chattisgarh) Circle
Changed name to Birla Tata AT&T Limited
Obtained license for providing GSM-based services in the Delhi Circle following the
fourth operator GSM license bidding process
2000
Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra
Pradesh Circle
1999
Migrated to revenues share license fee regime under New Telecommunications Policy
("NTP")
1997
Commenced operations in the Gujarat and Maharashtra Circles
1996
Changed name to Birla AT&T Communications Limited following joint venture
between Grasim Industries and AT&T Corporation
1995
Incorporated as Birla Communications Limited
Obtained licenses for providing GSM-based services in the Gujarat and Maharashtra
Circles following the original GSM license bidding process

To facilitate higher adoption of 3G services by customers and to

provide better face-to-face service, 3G Experience Zones have
been established at the Service Centers across various cities. The
3G Experience Zones are managed by trained Data Specialist
equipped with TV, Netbook, 3G compatible handset, NetSetter
and device simulators for demonstration and query handling.
The Company launched a unique Interactive Voice Response rural
service called Behtar Zindagi in 16 regional languages, which
provides information on key requirements of the rural segment
like mandi rates, livestock, weather information, agriculture etc.
Idea continued on its What an Idea Sirji campaign and launched
the much appreciated Break the Language Barrier campaign. It
was supported with a unique service of Idea Language Helpline
offering instant translations in 15 Indian languages.

Desired Qualities
Looks for young, innovative and dedicated
people