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Case Studies in Marketing by Sidharth Balakrishna

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8

Bharti AirtelRinging in a Revolution

BACKGROUND

Bharti Airtel Limited is today one of Asia’s leading integrated telecom service providers, boasting of operations in close to 19 countries. It has recently expanded its reach to the African continent through its acquisition of Kuwait’s Zain Telecom’s African operations for 10.7 billion USD.1 This was one of the largest outbound acquisitions by Indian companies ever. An earlier acquisition in Bangladesh had helped the country gain a foothold in India’s eastern neighbour as well. The company states that right since its inception, it has been at the forefront of technology and has pioneered several innovations in the telecom sector.2

The ever-expanding company is today structured into four strategic ...

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