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IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange (BSE and the National

Stock Exchange (NSE) in March 2007.

IDEA Cellular is a leading GSM mobile service operator with pan India licenses. With a customer base of over 40
million in 15 service areas, operations are soon expected to start in Orissa and Tamil Nadu-the first steps in
providing pan India services covering over 90% of India's telephony potential.

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.

Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for many firsts, Idea was
the first to launch GPRS and EDGE in the country. Idea has received international recognition for its path-
breaking innovations when it won the GSM Association Award for "Best Billing and Customer Care Solution" for 2
consecutive years.

IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. The group operates in
25 countries, and is anchored by over 1,25,000 employees belonging to 25 nationalities. The Group has been
adjudged 'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-Economic Times and Wall
Street Journal Study 2007.

Our Service Areas

The Indian telecommunications market for mobile services is divided into 22 "Service Areas" classified into
"Metro", Category "A", Category "B" and Category "C" service areas by the Government of India. These
classifications are based principally on a Service Area's revenue generating potential

Our operational 13 Service Areas are broken up into Established and New Service Areas.

Established Service Areas

The established service areas are Delhi, Andhra Pradesh, Gujarat and Maharashtra, Haryana, Kerala, Madhya
Pradesh and Uttar Pradesh (West).

Licenses for the Maharashtra and Gujarat Service Areas were awarded in December 1995, with network rollout
and commercial launch achieved in 1997. In January 2001 the mobile operations in Andhra Pradesh Service
Area were integrated with IDEA through a merger with Tata Cellular Limited. In June 2001, the mobile operations
in Madhya Pradesh Service Area were fully integrated with IDEA through an acquisition of RPG Cellcom Limited.
In October 2001, the license for Delhi Service Area was acquired during the fourth mobile license auction, with
network rollout and commercial launch in November 2002. In January 2004, Escotel Mobile Communications
Private Limited ("Escotel"), was acquired with its original licenses in the Service Areas of Haryana, Uttar Pradesh
History

The chronology of key events of the Company from incorporation is set out below:
Calendar year Events

2008

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
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
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
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

Our Mission

Key People

Board of Directors -

Mr. Kumar Mangalam Birla (Chairman)


Smt. Rajashree Birla
Mr. Saurabh Misra
Mr. Sanjeev Aga (Managing Director)
Mr. Arun Thiagarajan
Ms. Tarjani Vakil
Mr. Mohan Gyani
Mr. Gian Prakash Gupta
Mr. R.C. Bhargava
Mr. P. Murari
Mr. Biswajit A. Subramanian
Dr. Hansa Wijayasuriya
Our Promoters

IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. Global in vision, rooted in Indian
values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders.

The group operates in 25 countries, and is anchored by over 100,000 employees belonging to 25 nationalities. The Group
has been adjudged 'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-Economic Times and Wall
Street Journal Study 2007.

A premium conglomerate, the Aditya Birla Group is a leader in swathe of products - viscose staple fibre, aluminium,
cement, copper, carbon black, insulators, garments.

The Group has also made successful forays into financial services, telecom, software, BPO and retail sectors. Today, the
Group is India's most diversified business house.

Our Promoters are -

1. Aditya Birla Nuvo Limited


2. Grasim Industries Limited
3. Hindalco Industries Limited and
4. Birla TMT Holdings Private Limited.
Nurture the roots that nurture our ideas.

Brand Initiatives -

Our aim, through media buying and planning, is to


create year round impact. With the objective of
Strengthening our brand, we work with strategic
communication partners on campaigns like sponsorship
of the Idea International Indian Film Academy awards
and the television programs “Idea Rocks India”, “Idea
Star Singer” and “Idea Andhra Idol”. We seek
engagement with subscribers on a variety of levels, from
major celebrity fashion shows to small local events
timed to coincide with new product offerings.

Since August 2003, we have commissioned a Brand


Track Index Study to evaluate the health of our brand.
The Brand Track Index Study is a monthly study
conducted by TNS, a marketing consultant engaged by
us to evaluate our brand using face-to-face interviews
on a random sample of mobile users a well as those
Intending to purchase mobiles within the next three
months. According to the study our brand is perceived
as “reliable/trustworthy” and one that “offers cheaper
and good promotional offers”. We have improved our
rating in the Brand Track Index calculated by the study
in the past year reflecting, we believe, the growing
strength of our brand.

The main communication medium for the Idea brand is


television, where we seek strategic Idea brand coverage
in various formats. Billboards and hoardings are used as
a secondary medium, customized for specific regional
preferences to communicate effectively at the local
level. We also use other mass communication media
such as the press and radio to communicate price plans
and other tactical and customer information.

All our key initiatives are subjected to a rigorous testing


and launch process to ensure accountability for all
advertising spend and improve the chances of success
of a new product. This process is followed up with
extensive briefing of call center agents and sales
personnel and real-time tracking of the impact of the
communication and feedback from subscribers.
Our Promoters

IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. Global in vision, rooted in
Indian values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders.

The group operates in 25 countries, and is anchored by over 100,000 employees belonging to 25 nationalities.
The Group has been adjudged 'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-Economic
Times and Wall Street Journal Study 2007.

A premium conglomerate, the Aditya Birla Group is a leader in swathe of products - viscose staple fibre,
aluminium, cement, copper, carbon black, insulators, garments.

The Group has also made successful forays into financial services, telecom, software, BPO and retail sectors.
Today, the Group is India's most diversified business house.
Our Promoters are -

1. Aditya Birla Nuvo Limited


2. Grasim Industries Limited
3. Hindalco Industries Limited and
4. Birla TMT Holdings Private Limited.

Press Releases
Jalsa 2007 – 2008 are Pandit Hariprasad Chaurasia, Zakir Hussain, Pandit Jasraj, Kailash Kher, Pankaj
Udhas, Jagjit Singh, Hariharan and many more. The concerts will be spread over a period of six months
between September 2007 and February 2008.

About IDEA Cellular


As a leading GSM Mobile Services operator in India, IDEA Cellular has licenses to operate in 13 circles.
With a customer base of over 22 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa,
Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, Uttaranchal, Haryana, UP, Rajasthan, HP,
and Kerala. IDEA Cellular's footprint currently covers an estimated 60% of India's telecom-market. IDEA
also has licenses to operate in these service areas of Mumbai and Bihar.
Customer Service and Innovation are the drivers of this Brand. IDEA is the only operator in the world to
launch Pay Easy which is a bill payment system through the effective use of the pre-paid channel. With
GPRS currently available on all its' networks, for both pre and post paid customers, IDEA Cellular was
the first company to commercially launch next generation EDGE technology for its Delhi circle.
More about IDEA Cellular Limited at www.ideacellular.com
Stay Connected" is a brand promise that looks at the
key purpose of mobile telephony. It converges with the
tangible requirement of 'network depth' & at the same
time, reflects the eternal human need for bonding,
kinsmanship, and relationship forming. This new brand
campaign enables Idea to own the biggest category
benefit of "keeping people connected", through a
simple, unique and likeable expression of connectivity.
And it makes consumers aware that "no one
connects better than Idea".

Slated to run through 2004, the campaign utilizes all relevant mainline media to propagate the message to its audiences
with 60-second commercial and its various edits, print campaign & outdoor publicity. Apart from it, various innovative
media / events has been used to further strengthen the message