Abstract

Owning a mobile phone was considered a luxury in India till the late 1990s. However, with the reduction in service charges and the cost of the instrument, the number of mobile phone users in India soon increased. The caselet explains the role played by cellular service providers like Reliance Infocomm in increasing the mobile subscriber base in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How a product considered to be a status symbol gains wide acceptance due to changes in the business environment
• The marketing strategies adopted by players to increase consumer demand in mobile services
• and The impact the volume-driven pricing strategy adopte

Keywords

Mobile Telephony, Dhirubhai Ambani, Mukesh Ambani, Reliance Group, Reliance Industries Limited (RIL), Subscriber base, Cellular Services, Cellular operators, Status symbol and Monsoon Hungama