Idea crosses the 10,000,000 landmark

4th October, 2006

Having recently launched its ninth circle in Himachal Pradesh, Idea Cellular, an Aditya Birla Group company and India's leading cellular operator, today announced that it has crossed the 10 million customer milestone and has more than a million customers in seven out of eight circles.

The journey to the ten million milestones has been phenomenal with Idea continuously adding customers and raising its market share in the mobility market. Between April 2006 and August 2006, Idea added the highest number of net adds among all operators in the Idea territory. In addition to the world-class customer care, Idea provides customers with a complete mobile experience synergising innovative services with revolutionary and affordable tariffs.

On this landmark achievement, Mr. Vikram Mehmi, President and CEO, Idea Cellular Limited said, "It has been an incredible journey for not only us but also our ten million loyal customers to whom we owe our success. The last year has witnessed tremendous growth in the telecom sector and we are happy to have kept pace with this progress. Our success goes beyond numbers and is attributed solely to understanding and anticipating customer requirements well in advance. This is demonstrated through the various advances in unique products and services that Idea has spearheaded over the last four years."

He further added that, "The advantage of being an Aditya Birla Group company will also enable us to deliver superior value to our customers .The future will see many milestones based on our continued focus on innovations in service delivery and with our approach that the customer shall always remain first in whatever we do."

Idea has been credited with many firsts in the Indian telecom history - the largest M&A deal in India Inc, through its acquisition of Escotel in 2004, its Rs.5000 crore financial closure in 2003 .It was the first to launch GPRS and EDGE in the country in addition to innovative products and services like Lifetime Idea, Women's card, Idea Madhur, Background Tones, Group Talk among many others.

Idea brought in the first five million customers into its fold within a period of eight years and seven months (June 1996 to February 2005) followed by an explosive growth in which Idea added an additional five million customers in just 19 months (February 2005 to September 2006).

About Idea Cellular
As India's leading GSM mobile services operator, Idea Cellular has licenses to operate in 11 circles. With a customer base of over 10 million, Idea Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP(West), Kerala and Himachal Pradesh. Idea Cellular's footprint currently covers approximately 45 per cent of India's population and over 50 per cent 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. 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, with 'Super Power', two minutes outgoing free, Lifelong offer and other segmented offerings like Women's Card. 'Lifetime Idea' is the first and only loyalty program, for pre-paid customers introduced by a cellular brand.

Customer service and innovation are the drivers of this cellular brand. A brand known for their many firsts, Idea is the only operator to have launched GPRS and EDGE in the country.

The latest feather in the Idea cap is the GSM Association Award for bill flash. It has made Idea the first cellular operator in India to win an award on this platform.

Idea cellular is part of the Aditya Birla Group, which is 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.

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