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The Story of the Cellular Phone Brand Orange |
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"Orange is something I did in the 20th century." - Canning Fok, Managing Director, Hutchison Group, commenting on the company's plan to relinquish the Orange brand. "The new jewel in our crown will be the India business. We will consolidate this portfolio before listing in the next twelve to eighteen months" - Canning Fok, Managing Director, Hutchison Group, December 2000. By the end of 2000, the sun seemed to be setting on the Hutchison empire in India, or at least on its Orange1 brand. Hong Kong-based cellphone operator Hutchison Max Telecom,2 which owned the popular Orange brand in Mumbai (India) might soon have to give it up in favor of the city's second operator, BPL-France Telecom.
Analysts also felt that Hutchison, which had controlling stakes in cellular operators in other circles like Delhi, Calcutta and Gujarat, would have to develop a new brand for these circles.6 The company might be hit particularly hard in Delhi, the second largest cellular market in the country. The Hutchison Group had initially planned to launch the Orange brand in Delhi, in May 2000, through its 49 per cent holding in Sterling Cellular. This was later delayed to October 2000. It became clear that the Orange launch in Delhi had run into rough weather.
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1] Orange was formed in the UK in 1989, with the launch of Hutchison Telecom to target the growing telecommunications Industry. |
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