PREFACE

I am highly obliged to the learners and the guider whose kind blessings energies me to complete my report. I would specially like to thanks and great regards to my guide Mr.Saurabh Jaisawal whose kind guidance, motivation made me to complete this report on time. The project is carried out to translate the theoretical knowledge of subject into practical field work. This project is carried out in partial fulfillment of BBASemester course from spcam,bakrol.

ACKNOWLEDGEMENT This report bears the imprint of many people. Right from the experienced staff of Idea Cellular. Without whose support and guidance I would have not got the unique opportunity to successfully complete my research in this esteemed organization. I would like to thank Mr.mhipal who allows me to do this project in Idea Cellular Ltd successfully. I take this opportunity to express my deep gratitude to all the employees of, Idea, Baroda. Also I am indebted for the rich guidance, knowledge and suggestions provided by my guide, Mr. Yugal Kishore who took sincere efforts and illustrated the Marketing Concept and channel development in Idea Cellular Ltd, with their vast knowledge in the field, which helped me in carrying out my research. Last but not least, I also thank all those people whom helped me to accomplish my journal in the most efficient and effective manner.

INTRODUCTION As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 11 circles. With a customer base of over 17 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA Cellular's footprint currently covers approximately 45% of India's population and over 50% of the potential telecom-market. As a leader in Value Added Services, Innovation is central to IDEA's VAS Factory. It is the first cellular company to launch music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice portal with 'Say IDEA' and a complete suite of Mobile Email Services.

Idea Cellular is a wireless telephony company operating in various states in India. It initially started in 1995 as a joint venture between the Tatas, Aditya Birla Group and AT&T by merging Tata Cellular and Birla AT&T Communications. Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in 2004 gave Idea a truly pan-India presence covering Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (East and West), Haryana, Kerala, Rajasthan and Delhi (inclusive of NCR). The company has its retail outlets under the "Idea n' U" banner. The company has also been the first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in urban areas.

IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE) in March2007. IIDEA Cellular is a leading GSM mobile service operator with pan India licenses. With a customer base of over 44 million in 17 service areas, operations are soon expected to start in Chennai Metro; Kolkata & West Bengal, North East & Assam, and J&K. A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings, for the first time in India, in an increasingly segmented market. From basic voice & Short Message Service (SMS) services to high-end value added services such as Mobile TV, Games etc - IDEA is seen as an innovative, customerfocusedbrand. IDEA 'Women's Card' caters to the special needs of women on the move, and 'Youth Card' covers the emerging youth segment. IDEA 'My Gang' - the widely popular community user group product recently bagged the prestigious 'Golden Peacock Award 2008' under the Most Innovative Product category at the "19th World Congress on Total Quality". A brand known for many firsts, IDEA was the first to launch GPRS and EDGE in India. IDEA has partnered with Research in Motion (RIM) to offer Blackberry services on its network. IDEA 'Net Setter'- Plug & Play,

EDGE enabled USB Data Card offers affordable data connectivity with faster speed and consistency.

IDEA offers seamless coverage to roaming customers traveling to any part of the country, as well as to international traveling customers across over 200 countries. IDEA Cellular has partnership with over 400 operators worldwide

to ensure that customers are always connected while on the move, across the globe. IDEA has received several national and international recognitions for its path-breaking innovations in mobile telephony products & services. It won the GSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutive years. It was awarded "Mobile Operator of the Year Award - India" for 2007 and 2008 at the Annual Asian Mobile News Awards.

Mr. G. D. Birla and Mr. Aditya Birla, our founding fathers. We live by their values. Integrity, Commitment, Passion, Seamlessness and Speed.

-:Brief history of the organization:The chronology of key events of the Company from incorporation is set out below: Calendar year Events 2009 Subscriber base as on December 31, 2009: 57,611,872 Idea becomes a pan-India operator Emerging Company of the Year - fastest growing mobile operator in the worlds fastest growing telecom market 2008 Subscriber base as on December 31, 2008: 40,016,153 Idea acquired 9 licenses 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 Acquired Escotel, incumbent cellular service provider in Haryana, UP(W) & Kerala and new licensee in HP Becomes pan-India operator in 2009

Brand IDEA launched Delhi operations commence (Nov)

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) MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh signed (Jan)

Acquired RPG Cellcom, service provider in Madhya Pradesh (Feb) Awarded

Birla AT&T commence

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 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 million

Cellular operations Maharashtra & Gujarat

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 Chhattisgarh) 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.

Vision
The brand mission statement is...... To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space

Mission
The India footprint Idea Anywhere connectivity - bringing India closer. The Technology Advantage Idea Tomorrow's technology to enrich today. The Customer Focus Idea Make a single interaction a lasting relationship. The Employee Focus Idea Nurture the roots that nurture our ideas.

Organization structure & management

Board of Director-

Mr.Kumar Mangalam Birla(Chairman) Smt. Rajashree Birla Mr. Sanjeey Aga(Managing Director) Mr.Arun Thiagarajan Mr.Tarjani Vakil Mr. R.C.Bhargava

Management TeamMr.Sanjeev Aga,(Managing Director) Mr.Akshaya Moondra,(Chief Financial Officer) Mr.Anil K.Tandan(Chief Technology Officer) Mr.Prakash K.Paranjape(Chief Information Officer) Mr.Navanit Narayan(Chief Service Delivery Officer) Mr.Vinay K. Razadan(Chief Human Resourse Officer) Mr.Rajat K. Mukarji(Chief Corporate Affairs Officer) Mr.Rajesh K. Srivastava(Chief Materials & Procurment Officer)

Circle HeadMr. Arul Bright, Senior Vice President - Operations, Gujarat

 Company Overview
Idea Cellular Limited (Idea) is a leading pan India mobile service operator. The revenue market share (RMS) for the company, for Q1FY11 stands at 13.0%, while for the Established Service Areas the RMS is at 17.6%. In the recently concluded 3G spectrum auction, Idea won spectrum in 11 out of 22 service areas, covering ~80% of its existing revenue.

A. Promoter Group
Idea is part of the Aditya Birla Group, a US$ 29 billion corporation. The Aditya Birla Group is in the League of Fortune 500 and has businesses in sectors ranging from metals, garments, cement, fertilisers, life insurance and financial services among others. Over 60% of Groups revenues are derived from overseas operations. The group operates in 26 countries, and is anchored by an extraordinary force of over 130,600 employees belonging to 40 nationalities. The current Group holding of 46.97% in Idea is made up of; !dea Quarterly Report Sep10 Page 4 of 14 Aditya Birla Nuvo Ltd. 25.37% Birla TMT Holdings Pvt. Ltd. 8.59% Hindalco Industries Ltd. 6.92% Grasim Industries Ltd. 5.18% Others 0.91% Total 46.97%

B. Key Shareholders

Axiata Group Berhad (previously TM International Berhad), through its affiliates, has 19.1% shareholding in Idea Cellular. Axiata is one of the largest Asian telecommunication companies focused on high growth low penetration emerging markets. Axiata has controlling stakes in its affiliates in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia, and significant stakes in India, Singapore and Iran. The Group, including its subsidiaries and associates, has over 130 million mobile subscribers in Asia and provides employment to over 25,000 people across Asia. Providence Equity Partners, through its affiliates has a 10% shareholding in Idea, and has also invested INR 20,982 mn in ABTL through Compulsorily Convertible Preference Shares. .

C. Corporate Structure
Idea Cellular Limited (Idea) 100% -- Idea Cellular Infrastructure Services Limited (ICISL) 100% -- Idea Cellular Services Limited (ICSL) 100% -- Swinder Singh Satara & Co Limited (SSSL) 100% -- Carlos Towers Limited (Carlos) 100% -- Aditya Birla Telecom Limited (ABTL) 100% -- Idea Cellular Towers Infrastructure Limited (ICTIL) 16% -- Indus Towers Limited (Indus) ICISL A tower company owning towers in Bihar and Orissa service areas. ICSL Provides manpower services to Idea. SSSL Engaged in the business of sale and purchase of Data Cards, Mobile Hand Sets and Fixed Wireless Phones. Carlos Acquired through amalgamation of Spice Communications Ltd into Idea and presently not having any operations. ABTL Holds 16% shareholding in Indus. ICTIL Holds towers de-merged from Idea, which will subsequently merge into Indus. Indus A joint venture between Bharti Infratel, Vodafone Essar and Idea (through ABTL), to provide passive infrastructure services in 15 service areas

D. 3G Profile
Idea was awarded 3G spectrum in 11 important service areas, where it is in the process of rolling out extensive 3G networks. While these areas cover ~ 50% of the Indian telecom sector revenue, they constitute ~80% of Ideas revenue. The 3G spectrum footprint of Idea covers all 8 service areas where Idea is # 1, #2 or #3. Ideas existing and new spectrum footprint places Idea in an advantageous competitive position