Bharti Airtel is an Indian multinational which operates in 20 countries across South Asia,

Africa and the Channel Islands. It has a total user base of 208 million which makes Airtel 4
th

largest telecom operator in the world (based on subscriber base). The way in which Airtel
operates is a lot different from other industries. Airtel has a retailer base of close to 2 lakh
retailers.
Airtel has a distribution model which follows matchbox strategy. It is about making
available Airtel recharge cards wherever matchboxes could be found. The model is similar to
what FMCG sector follows. The distinguishing factors for Airtel are that the final transaction
to customer is traceable, transactions happen on daily basis and there are no
visible/tangible products.
The markets are defined as:
Rural Feeder Market: > Rs. 8 Lakh
Remote Rural Market: Rs. 2 8 Lakh
Deep Rural Market: < Rs. 2 Lakh

Airtel Business
B2B Services
airtel business provides a broad portfolio of services to large Enterprise, Government, Small
& Medium businesses and carrier customers. It is India's leading and most trusted provider
of communication and ICT services, offering services that include voice, data, network
integration, data center & managed services, enterprise mobile applications and digital
media
Mobile Services
SIM, Internet Dongle and paper recharge

Challenges:
SIM Activation, communication and time delay
Availability of Paper recharge, Micro SIM


Easy recharge (LAPU)
Money for the Talktime with SIMs which are used by retailers to transfer talktime to the
final customer

Customer complaints and resolution are the problems

Online Recharge
No Intermediaries, online portal on which customer can recharge directly

Sales Force Structure Urban Market
Sales Force Structure Rural Market


Deep Rural Market Rural Feeder Market Remote Rural Market