There has been a pretty serious transformation at Idea Cellular over the last decade. Not very long ago, it was still touted as a marginal player with a limited presence across just eight of out 23 circles, and an subscriber base of 5.7 million when those like Bharti, Hutch, which is now Vodafone, and Reliance had over 10 million subscribers each around the time. It was a company with an uncertain future and aggression was a term never associated with it.
The do or die Idea
Idea’s aggression has kept it from becoming a fringe player. But can its investments pay-off?
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