Competitor Insight #36.2006: Wireless Operator Competitor Analysis-- Bharti Tele-Ventures Ltd.

In our view, AirTel has the most recognizable brand in the Indian operator space, with 30.8% of our respondents able to identify it as a mobile brand unaided. While this is lower than many of its competitors, examination of the various brand strength indicators shows AirTel has a much stronger brand than its competitors do. Of respondents, 27.4% identified AirTel with "cool", 26% with "creative", and 22% with "technically advanced". Only 8.6% of respondents identified AirTel with "cheap".
These are solid brand equity numbers, which Bharti can continue to capitalize on as it competes in an increasingly crowded space. Between 2004 and 2005, it has increased its market share from 20.5% to 21.5% of the market. Driving some of this growth are experiences of AirTel customers.
Some of our other research suggests AirTel customers are quite satisfied with almost all aspects of Bharti's offering.