The Second Coming.
At the dawn of the millennium, India’s telecom sector was a different place. The customer base was small albeit growing, market penetration was low and call rates were almost outrageously high. The sector was considered to be a sunrise sector and the market, at that time, was dominated by Bharti Airtel. The company pioneered the ‘minutes factory’ business model (a volume-centric strategy) and it ruled the market in terms of customer base and revenues. In fact, Bharti was virtually unchallenged in the marketplace for several years. All that, however, changed with the arrival of Mukesh Ambani. In 2002, Mukesh Ambani flagged off Reliance Infocomm and his newest baby went head-to-head with Bharti in a slugfest. Reliance, over the course of the next two years, slashed call rates to rock-bottom levels and tied up with handset manufacturers to launch mobile handsets that even the hoi polloi could afford. Soon enough, Reliance found itse...