Company Information As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 11 circles.

With a customer base of over 10 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA Cellular's footprint currently covers approximately 45% of India's population and over 50% of the potential telecom-market. As a leader in Value Added Services, Innovation is central to IDEA's VAS Factory. It is the first cellular company to launch music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice portal with 'Say IDEA' and a complete suite of Mobile Email Services. A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings, for the first time in India, with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer and other segmented offerings like Women's Card. 'Lifetime Idea' is the first and only loyalty program, for pre paid customers, introduced by a Cellular brand. Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for their many firsts, Idea is only operator to launch GPRS and EDGE in the country. The latest feather in Idea's cap is GSM Association Award for CARE. It is the second GSM Association award that Idea has won, the first one being for Bill Flash. Idea Cellular is part of the Aditya Birla Group, which is India's first truly multinational corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on value creation for its multiple stakeholders. The combined holding of the Aditya Birla Group companies in Idea stands at around 57 per cent. With ambitious future plans, the company is poised for rapid growth.

Our mission Our Circle The Indian telecommunications market for mobile services is divided into 23 Circles. There are four metropolitan Circles, covering the cities of Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified by the Government as category A, category B or category C, which cover the rest of India. These classifications are based principally on a Circles revenue generating potential, with metropolitan and category A Circles having the highest revenue potential. Established Circles We operate in the metropolitan Circle of Delhi, the category A Circles of Andhra Pradesh, Gujarat and Maharashtra, and the category B Circles of Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West). Licenses for the Maharashtra and Gujarat Circles were awarded to us in December 1995, with network rollout and commercial launch achieved in 1997. Subsequently, in January 2000, we merged with Tata Cellular Limited, the mobile operator in the Andhra Pradesh Circle, and integrated its operations into ours by January 2001. In February 2001, we acquired RPG Cellcom Limited, the mobile operator in the Madhya Pradesh Circle, with full integration of this Circle with ours achieved by June 2001. We acquired the license for the Delhi Circle during the fourth mobile license auction in October 2001, with network rollout and commercial launch by November 2002. Escotel Mobile Communications Private Limited (Escotel), which we acquired in January 2004, was awarded the original licenses in the Circles of Haryana, Uttar Pradesh (West) and Kerala. We re-branded these Circles and integrated them with ours by June 2004. New Circles In connection with the acquisition of Escotel, we also acquired Escorts Telecommunications Limited (Escorts), which was awarded licenses for the New Circles. Due to certain existing license conditions we were unable to complete the transfer of shares of Escorts until June 2006. However, we ensured that Escorts met the first phase of network requirements for these New Circles in June 2005 in accordance with the relevant licenses (as amended following the payment of a penalty by us on behalf of Escorts). Following significant investment by us in the roll-out of the network in the New Circles, amounting to approximately Rs. 4,678 million upto
2

September 30, 2006, we were able to achieve full commercial launch of mobile services in the New Circles between September and November 2006 in a manner which also met the network roll-out requirements of the licenses which were to be completed by June 2007.

Key People
Board of Directors

Mr. Kumar Mangalam Birla (Chairman) Smt. Rajashree Birla Mr. M.R. Prasanna Mr. Saurabh Misra Mr. Sanjeev Aga (Managing Director) Mr. Arun Thiagarajan Ms. Tarjani Vakil Mr. Mohan Gyani Mr. Biswajit Anna Subramanian Mr. Gian Prakash Gupta
Management Team Corporate Leadership Team

Mr. Sanjeev Aga, Managing Director Mr. Anil J. Jhala, Chief Financial Officer Mr. Anil K. Tandan, Chief Technology Officer Mr. Prakash K. Paranjape, Chief Information Officer Mr. Pradeep Shrivastava, Chief Marketing Officer Mr. Amar Babu R K, Chief Service Delivery Officer Mr. Vinay K. Razdan, Chief Human Resource Officer Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer Mr. Ambrish Jain, Chief Operating Officer, Corporate Mr. Himanshu Kapania, Chief Operating Officer, Corporate Circle Heads Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh Mr. Rajendra Chourasia, Chief Operating Officer, Delhi & NCR Mr. Gururaj D. Kulkarni, Chief Operating Officer, Gujarat Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala Mr. S. Sashi Shankar, Chief Operating Officer, Madhya Pradesh & Chattisgarh Mr. P. Lakshminarayana, Chief Operating Officer, Maharashtra & Goa Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West)
4

Mr. Subodh K. Srivastav, Vice President - Operations, Uttar Pradesh (East) Mr. Puneet Krishnan, Vice President - Operations, Rajasthan

Our Partners IDEA welcomes all businesses and individuals interested in partnering with us to enhance and strengthen the IDEA products & services portfolio. To explore such potential partnerships, kindly get in touch with us by submitting the Partners Form. Some of our Technology and Content Partners: VAS 1. Onmobile Asia Pacific Ltd 2. Cellebrum India Ltd 3. Siddhivinayak Astro Services Ltd. 4. Kodiak Ltd 5. Mauj 6. Net4nuts India Ltd 7. Yahoo 8. Rediff 9. Indiatimes 10.Mobile2win 11.Sify 12.NDTV ROAMING 1. Roamware.inc 2. Starhome 3. Bharti Telesoft MARKETING COMMUNICATIONS 1. Lowe India Pvt Ltd 2. Insight Media Ltd PUBLIC RELATIONS 1. Clear PR NETWORK 1. Nokia 2. Ericsson 3. Siemens
6

BILLING 1. Atos Origin

Coverage Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's footprint idea is to first achieve critical mass, then drill deep instead of spreading thin. In keeping with this, the company has been providing excellent service to its subscribers in various states. It controls a portfolio of India's most attractive and contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi (inclusive of NCR), Gujarat, Haryana, Himachal Pradesh, Kerala, Madhya Pradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai), Rajasthan, Uttar Pradesh (W), Uttar Pradesh (E). With a footprint dominating the map of India, Idea Cellular accesses over 60% of India's total telephony potential. The company is now poised to launch its services in new circles - namely Mumbai and Bihar. Idea Cellular Ltd, however, does not believe only in increasing geographic footprint - it also drills deep and successfully attempts to provide excellent network coverage in all its circles of operations. Brand Information The brand Idea It is almost impossible to disintegrate brand Idea from the corporate Idea. Brand values are the company values and vise versa. Brand Vision: It goes without saying that the brand vision of idea mirrors the companys vision. The brand mission statement is...... To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space. IDEA - Brand Values Innovate. Stimulate. Liberate.... It is these brand values, which have made us a formidable player in the telecom industry. Innovations that stimulate the customer and liberate him from the shackles of time and space are the core of our brand. This is what we strive for. Nothing more, nothing less, nothing else.

IDEA - Brand Mission

The India footprint Idea Anywhere connectivity - bringing India closer. The Technology Advantage Idea Tomorrow's technology to enrich today. The Customer Focus Idea Make a single interaction a lasting relationship. The Employee Focus Idea Nurture the roots that nurture our ideas. Brand Initiatives Our aim, through media buying and planning, is to create year round impact. With the objective of strengthening our brand, we work with strategic communication partners on campaigns like sponsorship of the Idea International Indian Film Academy awards and the television programs Idea Rocks India, Idea Star Singer and Idea Andhra Idol. We seek engagement with subscribers on a variety of levels, from major celebrity fashion shows to small local events timed to coincide with new product offerings. Since August 2003, we have commissioned a Brand Track Index Study to evaluate the health of our brand. The Brand Track Index Study is a monthly study conducted by TNS, a marketing consultant engaged by us to evaluate our brand using face-to-face interviews on a random sample of mobile users a well as those intending to purchase mobiles within the next three months. According to the study our brand is perceived as reliable/trustworthy and one that offers cheaper and good promotional offers. We have improved our rating in the Brand Track Index calculated by the study in the past year reflecting, we believe, the growing strength of our brand. The main communication medium for the Idea brand is television, where we seek strategic Idea brand coverage in various formats. Billboards and hoardings are used as a secondary medium, customized for specific regional preferences to communicate effectively at the local level. We also use other mass communication media such as the press and radio to communicate price plans and other tactical and customer information. All our key initiatives are subjected to a rigorous testing and launch process to ensure accountability for all advertising spend and improve the
9

chances of success of a new product. This process is followed up with extensive briefing of call center agents and sales personnel and real-time tracking of the impact of the communication and feedback from subscribers.

10

Our Values Values We Value : Integrity - Honesty in every action At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a manner that is fair, honest, following the highest standards of professionalism and also perceived to be so. Integrity for us means not only financial and intellectual integrity, but in all other forms as are commonly understood. Key words that connote Integrity are: Ethical Truthful Principled Transparent Upright Respectful Commitment - deliver on the promise At Aditya Birla Group Commitment is defined as: On the foundation of integrity, doing whatever it takes to deliver value to all stakeholders. In the process, taking ownership of our actions and decisions, those of our team and that part of the organization that we are responsible for. Key words that connote commitment are: Accountability Discipline Responsibility Result orientation Self-confidence Reliability

Passion - energized action At Aditya Birla Group Passion is defined as: A missionary zeal arising out of emotional engagement with the organization that makes work joyful and inspires each one to give his or her best. Relentless pursuit of goals and objectives with the highest level of energy and enthusiasm, that is voluntary and spontaneous. Key words that connote passion are:

11

Intensity Innovation Transformational Fire-in-the-belly Inspirational Deep sense of purpose

12

Seamlessness - boundryless in letter and spirit At Aditya Birla Group, Seamlessness is defined as: Thinking and working together across functional silos, hierarchies, business and geographies. Leveraging the available diversity to garner synergy benefits and promote openness through sharing and collaborative efforts. Key words that connote Seamlessness are: Teamwork Integration Involvement Openness Global Learning from the best Empowering.

Speed - one step ahead always At Aditya Birla Group, Speed is defined as: Responding to internal and external customers with a sense of urgency. Continuously seeking to crash timelines and choosing the right rhythm to optimize organization efficiencies. Key words that connote Speed are: Response time Agile Accelerated Timelines Nimble Prompt Proactive Decisive

13

Our Promoters The Aditya Birla Group is India's first truly multinational corporation. Global in vision, rooted in Indian values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. Its 66 state-of-the-art manufacturing units and sectoral services span India, Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, Australia and China. A US$ 6.7 billion conglomerate, with a market capitalisation of US$ 7 billion, it is anchored by an extraordinary force of 72,000 employees belonging to over 20 different nationalities. Over 30 per cent of its revenues flow from its operations across the world. A premium conglomerate, the Aditya Birla Group is a dominant player in all of the sectors in which it operates. Such as viscose staple fibre, non-ferrous metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilisers, sponge iron, insulators and financial services. The Group has also made successful forays into the IT and BPO sectors. Currently around 57 percent of our Equity Shares are held by our Promoters who are companies belonging to the Aditya Birla Group. Our Promoters are 1. Aditya Birla Nuvo Limited 2. Grasim Industries Limited 3. Hindalco Industries Limited and 4. Birla TMT Holdings Private Limited. IDEA in media Press Releases - New Releases IDEA launches MyGang card a specially designed pre-paid card for the youth Becomes the first-ever operator to launch a Youth Mobile Radio service (Mumbai, July 16, 2007) IDEA Cellular Limited, a leading cellular operator in India launched MyGang a first-of-its-kind pre-paid card specially targeted towards the youth. MyGang is a power-packed product encompassing unique services like the Closed User Group (CUG) on pre-paid and the Youth Mobile Radio. MyGang offers local group calls within MyGang subscriber groups at the rate of a meagre 10 Paise per minute and group SMSes at the rate of an unbelievable One Paisa without the hassle of mobile number registration or restriction on the group size. The exclusive value-added Youth Mobile Radio provides subscribers the facility to not only listen, share and create
14

their own music jukebox and special short codes but also download music at half price. MyGang has been created with features rich in music and cyber content promising a full mobile entertainment experience Speaking on the launch, Mr. Pradeep Shrivastava, Chief Marketing Officer (CMO), - ----

15

IDEA Cellular Limited said: India is a young nation with over 60% of its population below the age of 30 years. MyGang is a segmented product designed for todays youth who have evolved needs that extend beyond mere tariff. The launch of MyGang underlines IDEA Cellulars strategic intent to maintain its leadership positioning by constantly innovating and creating enhanced value propositions for different customer segments. In order to integrate cyber benefits with mobile offerings, IDEA Cellular has launched a state-of-the-art website www.idearocksindia.com/mygang where subscribers can create their own MyGang identities. For further information, please contact: Rajat Mukarji Chief Corporate Affairs Officer IDEA Cellular Limited Telephone: +91 (11) 2373 0133. Advertisements "Stay Connected" is a brand promise that looks at the key purpose of mobile telephony. It converges with the tangible requirement of 'network depth' & at the same time, reflects the eternal human need for bonding, kinsmanship, and relationship forming. This new brand campaign enables Idea to own the biggest category benefit of "keeping people connected", through a simple, unique and likeable expression of connectivity. And it makes consumers aware that "no one connects better than Idea". Slated to run through 2004, the campaign utilizes all relevant mainline media to propagate the message to its audiences with 60-second commercial and its various edits, print campaign & outdoor publicity. Apart from it, various innovative media / events has been used to further strengthen the message.

16

Idea Sa Re Ga Ma Little Champs Idea is gearing up to launch Idea Sa Re Ga Ma Pa Little Champs aimed at tapping the fresh talents and young voices in AP. The show will be live from 26th April and will be aired every Thursday and Friday 21:0022:00hrs. Little Champs will provide a platform for young participants, all in the age group of 4 to 14 years. This series will have the little talents singing to a live band on the show. There will also be a wild card entry for Idea subscribers at the quarter final stage. The judges are Ramana Gogula, Koti and Shailaja, prominent regional personalities in AP. The entire program will culminate to a ground event in AP. Final winners will be gratified with prize money 1st winner - Rs. 1 lac 2nd winner - Rs. 75,000

17

18

Idea Sa Re Ga Ma Idea launches Idea Sa Re Ga Ma on Zee Marathi. Idea Sa Re Ga Ma now will have popular actors from Marathi films, stage & television actors performing and eyeing for the title. The contestants are 1. Prasad Oak 2. Pankaj Vishnu 3. Sunil Barve 4. Sumeet Raghavan 5. Priya Bapat 6. Meghana Vaidya 7. Seema Deshmukh 8. Madhurani Gokhale Tune in to watch your favorite celebrities battle against each other only on Idea Sa Re Ga Ma on Zee Marathi at 10 pm.

19

Prepaid Plans in India With Idea, SIMPLICITY and AFFORDABILITY walk hand in hand. Our customer centric tariffs allow you all the room in the world to choose the perfect plan, one which optimizes your usage and keeps your pocket heavy too. So, when you talk, you don't forget to smile. Online Prepaid Recharge Vouchers Andhra Pradesh Himachal Pradesh Rajasthan Delhi & NCR Kerala Uttar Pradesh (E) Gujarat Madhya Pradesh & Chattisgarh Uttar Pradesh (W) Haryana Maharashtra & Goa

IDEA Chit Chat-Registration and Activation Process As per the directive from the Department of Telecom (DOT), following Documents need to be submitted with the Prepaid Enrollment Form Self Attested Photograph Photo proof of Identity / Signature Proof of Address Proof of Identity / Signature PAN Card Photo Credit Card Voter ID Card Passport Driving License Identity Card issued by Central / State Government Identity Card issued by Public Sector Undertakings Ration Card with your Photo Identity Card issued by Government College / University In case the Proof of Identity document does not contain your address, you must submit one of the following documents as Proof of Address Electricity Bill (issued in last two months) Telephone Bill (MTNL / BSNL / Idea - issued in last two months) Bank Statement / Credit Card Statement (issued in last two months)
20

Income Tax Order (not older than One Year) RC Copy of Vehicle Registered Rent Agreement Bank Passbook

21

Note Photograph with Customer's signature is compulsory Retailers need to verify the originals and attest the photocopies Customers will be able make or receive calls / SMS only after the above documents are received and verified at the Distributors' end Idea Cellular Ltd. does not deal in handsets. Idea services are purely restricted to the business of SIM cards and cellular services. Prepaid Plans - Maharashtra & Goa Regular Starter Pack Local Call Charges Idea to Idea Idea to Local Mobiles Idea to Landline Rs. 1/- per min. Rs. 1/- per min. Rs 1.5 per min

Entry Level Costs Total - Rs. 99/- for Maharashtra and Goa Validity Period 0 Days TalkTime SMS P2P SMS P2A Airtime Incoming Duration of plan Any taxes, in addition to the above 0 Rs. 1.00/- Sms (Local) / Rs. 2.00/- Sms for National / Rs. 5.00/- for International Rs. 3.00/Outgoing as mentioned above FREE Open till further notice Nil

Monthly free call allowances Nil

22

Financial implications in Rs. / month for usage (mins) Local calls to Inter circle STD > 500 kms to Fixed WLL(M) Cellular Idea Fixed WLL Cellular (M) Pulse rate 60 60 60 60 60 60 60 (in secs) Per min rate NA NA NA NA NA NA NA for free calls (a) 100 mins 150 100 100 100 200 200 200 in addition to free calls (b) 500 750 500 500 500 1000 1000 1000 mins in addition to free calls Exit options Exit on Application/Non recharge beyond validity and grace in plan period. Migration Alternate Plan on Chitchat, if available. options in plan Where Customer Care No. 4444 or 12345 (from Idea mobile) or should 9822012345 (from Landline) customers complain about the plan STD Anywhere Rs 2 Rs 2 per Rs 2 per in India per min min min Starter Pack DoT & Airtime Value (INR) SIM + Processing Fee + 12.24% service tax (INR) Total MRP (INR) Incoming Airtime Rate (Rs. per min.) Outgoing Airtime Rate (Rs. per 0 99 99/- for Maharashtra and Goa Free To !dea Rs. 1/- per min, To Local
23

min.)

Mobiles Rs 1/- min, To Landline Rs.1.5 per min Pulse 60 Validity (Days) 0 Features SMS Roaming (Incoming only) National Roaming - Zero Roaming Rental International Roaming - Monthly Rental of Rs. 149/- on a rolling basis and feature by default. Dialing Mode Local To !dea Outgoing Cell Outgoing Fixed Line Outgoing WLL a) Fixed / WLL (0-200 kms.) (200-500 kms.) (> 500 kms.) b) Cell to Cell (< 200 kms.) (>200 kms.) across the country USA, Canada, Europe (Fixed), Singapore & HongKong Gulf, Australia, SAARC, South Africa ROW- III Local SMS National SMS International SMS Rs./ Minute 1 1 1.5 1 2 2 2 2 2 6.4 9.19 49.2 1.00 2.00 5.00 3.00

STD

ISD Rate

SMS P2A SMS

Recharge Vouchers Recharge Vouchers (RV) valuing [Inclusive of SIM + Processing fee + 12.24% service tax in INR+] RV Talktim Processing Service
24

Validity for

Approx.

e (Rs.) 199 350 550 1100 2200 3300 47.30 151.83 390 830.04 1810.09 2890.13

Fee (Rs.) 130 160 100 150 150 150

Tax (Rs.) 21.7 38.17 60 120 240 360

physical vouchers (Days) 30 30 30 75 180 365

mins. of usage 32 101 260 553 1206 1860

25

Call Pattern Assumptions The above mins of usage is been calculated based on the following call pattern. Type of Call To Fixed To Idea To Mobiles Local 30% 25% 25% STD 10% 5% 5% Please Note - As per the Government of India regulation. It is mandatory for the subscribers of pre-paid cellular cards to furnish copies of their Ration Card or Passport or Driving License or Income Tax PAN Card or Valid Photo Identity Card. Those purchasing and making payment in cash or uncrossed cheque/demand draft and without a PAN/GIR number are required to fill in Form 60 or Form 61 (for individuals with only agricultural income). Idea Lifelong Validity Recharge Voucher
Now Get Lifelong Validity in just Rs.495/-

Starter Pack MRP Talktime Validity Outgoing Rates. Local Mobiles Local Landline STD SMS Rs.495 Rs.10 Life Time Re. 1/- per min Rs 1.5/- per min Rs 2 per min Re 1 for Local Rs 2 National

Terms and Conditions Validity for lifelong is applicable as per license period in each circle and is subject to change in case any regulatory condition changes in the future. Connection will be permanently deactivated if there is no incoming or outgoing for a period of 6 months. This offer cannot be coupled with any other promotional scheme/tariff packs.

26

 Full Value Recharges. MRP 345 Talkime Rs 345. MRP 567. Talktime Rs 567. MRP 765. Talktime Rs 765. Full Talktime on MRP 250/MRP 500 / MRP 1000 only Rates and conditions are subject to change.

27

PREPAID LIFELONG @ EMI 99 Introducing Lifelong Prepaid at just Rs.99/Now get Idea Lifelong Prepaid through 12 easy installments of Rs. 99/Details of the offer Recharge 12 times with Rs.99/- within 12 months to get Lifelong Validity. Each recharge of Rs.99/- gives 30 days validity and Zero Talktime From first recharge of Rs.99 onwards, get - 0 days validity on all recharges. Validity available only on recharge of Rs.99 (30 Days) - Lowest Lifelong Tariffs. (Local Mobile Calls @ Re 1/min. Landline calls @ Rs.1.5/min & STD @ Rs.2/min) On the 12th Recharge of Rs.99, the subscriber will automatically get Lifelong Validity and will be moved to Lifelong Validity Plan. In case the subscriber goes into grace during these 12 months, he can recharge with Rs.99 to become active again. This recharge will be counted in his EMIs. Upon recharging with Rs.99, all existing tariff benefits / Add on packages will be withdrawn. IDEA I-Card Active I Card MRP Talktime Validity

Rs. 99 Rs. 0 0 Days Rs.1 per minute 10p per minute Rs.1 per minute Rs.1.5 per minute Rs. 2 per minute Rs. 6.40/-per min. Rs. 9.19/-per min. 10p per sms
28

Outgoing Rates Local Idea from 8am to 3pm and 5pm to 11pm Local Idea from 11pm to 8am and 3pm to 5 pm Local Mobiles Local Landline Calls STD ISD To USA,Canada,Singapore and Hong Kong Other Countries(Except ROW-II) SMS Local Idea

Local / National / International Friends & Family - Reduced call rates to 5 Idea I-card Active Mobiles numbers only

Rs. 0.25 / 0.25 / 5.00 /- per sms respectively 10p per minute to 5 Local Idea Icard Active Number

29

To register your Friends & Family mobile numbers, send ICARD<space>Number 1<space>Number 2<space>Number 3<space>Number 4<space>Number 5 to 4444 (toll free). Financial implications in Rs./month for usage (mins). Mins of use per month (a) 100 mins (in addition to free mins -if applicable) (b) 200 mins (in addition to free mins -if applicable) (c) 500 mins (in addition to free mins -if applicable) (d) 1000 mins (in addition to free mins -if applicable) Assumption on Calling Pattern Type of Call Rate (Rs/min.) Local - Idea to Idea Local - Mobiles Local - Others STD - Mobiles STD - Fixed Average Rate (Rs. per min.) Expenditure (Rs.) 122 244 1110 1220

% Distribution 20% 23% 20% 17% 20% 1.74

Idea Customer Care No. 4444 (from Idea Mobile) and 9822012345 from other Mobile/Landline.

30

Idea - Womens Card Just for you Ma'am Starter Pack MRP Talktime Validity Outgoing Rates Idea to Idea Other Mobile Landline National Voice Charges STD International Voice Charges ISD USA, Canada, Europe (Fixed), Singapore & HongKongRate Gulf, Australia, SAARC, South Africa ROW III SMS Charges Rs. 299/Rs. 150/15 Days Rs. 1/Rs. 1/Rs.1.5/Rs. 2/Rs. 6.4/Rs. 9.19/Rs. 49.2/Local / National / International - Rs. 50p/ 50p/ 5 /- respectively.

Gup Shup Tariffs KITTY PARTY RATES: Local Idea to Idea calling @ only 50p/min during 2pm to 4pm. PARTY TIME RATES: Local Idea to Idea calling @ only 50p/min during 10pm to 12am. Loved Ones: Calls on 3 Local MOBILES @ only 50p/min. To register 3 numbers dial 323 (call charges Rs 1.99/min) and select HELP to register the 3 mobile numbers. Any change of nos. post 3 nos. registered will cost Rs 25 per number change. Emergency Feature: Even if you are on 0 balance, you can make outgoing calls worth Rs 25 . The negative balance will be deducted on your next recharge. Security Feature:

31

 Send a predefined SMS on the 3 numbers registered for loved ones by just dialing 324 (toll free). As soon as you dial 324, an SMS (Pls call immediately) free of cost will be sent to these 3 numbers asking them to call you.

32

Daily Tips Get 2 daily tips FREE on various women related categories for 24 months. You can also select your own category @ Rs 25/month/category by dialing 323 and selecting TIPS. Expert Advice: In case of any medical/behavioural assistance u can dial 323 (select EXPERT ADVICE) and record your query for our panel of experts who will give the right solution to your problems for a fee of Rs 99 only.

IDEA Motorola Bundled Offer Motorola Offer. Buy a New Motorola C140 Handset and get Idea Chitchat Connection Free with 2 years Validity and Rs 1990* Talktime (*For Local Idea calls for 1 years). Buy a New Motorola C113 Handset and get Idea Chitchat Connection Free with 1 years Validity and Rs 1390* Talktime (*For Local Idea calls for 1 years). Outgoing Rates Idea to Idea Local Mobiles Other Local Calls STD Rs.1 per minute Rs.1 per minute* Rs.1.5 per minute Rs. 2 per minute Rs. 6.40/-per min. Rs. 9.19/-per min. Rs. 49.20/-per min.

ISD To USA,Canada,Singapore and Hong Kong Other Countries(Except ROW-II) ROW-II Countries

SMS Local / National / International Rs. 1.00 /2.00 / 5.00 /- per msg respectively

33

34

Postpaid Plans IDEA post-paid cards are an effective way of keeping in touch, no matter where you are. The activation procedure is simple. All you have to do is Fill up the activation form (CSA) Submit 2 passport size photographs. Submit address proof * (Copy of the latest Electricity Bill/Telephone Bill/Credit Card Statement). Submit photo identity proof (Renewed passport / driver's license/Voter's ID Card / Govt. Dept. ID Card / Public Ltd. Co. ID Card/PAN Card/Bank Passbook with Photo) Submit PAN No./Form 60. (In case of Lease Agreement / Ration Card / Passport / Gas Connection Card / Insurance papers on subscribers name, activation will take place only after verification which takes 1-2 days. In case the address proof is not one of the above additional deposit of Rs. 3000/- will be charged) Activation Charges - These are one time, mandatory charges. Activation Charge Security Deposit As per bill plan + 12.24 % Tax Security Deposit / Plan Enrollment Fee - as per bill plan NOTE - The security deposit is waived if you issue STANDING INSTRUCTIONS to charge your monthly mobile bills directly to your Credit Card A /c. Other Charges - These are optional. STD Deposit Rs. 500/- (refundable on disconnection of facility) ISD Deposit Rs. 3000/- (Inclusive of STD deposit Rs. 500/-& refundable on disconnection of facility) National Roaming Access Rs. 49/Fee I Roam Rs. 25/International Roaming Rs. 150/Access Fee International Roaming Rs. 1000/- (non refundable)
35

Activation Fee

36

New SMS Charges The New SMS rates are with effect from - Monday, Dec 15 2003 00:00 hrs The same are applicable on all Post-paid bill plans. Each short message is up to 160 characters in length & the text can comprise of words, numbers or an alphanumeric combination. P2P - Person to Person Intracircle (Local) Re 1.00/- Within Maharashtra & Goa including Airtel, BPL & Cellone. Intercircle (Interstate) Rs. 2.00/- Any message Outside Maharashtra. International (Local) Rs. 5.00/- Any message Outside India. P2P - Person to Person (While on Roaming) Please note the Outgoing SMS Rates while Roaming has been revised to Rs.3.00/- per SMS for Local, National & International Messages effective September 16 2003. Application such as downloading of Ringtones, Picture Messages, Logos would be charged on actual, Outgoing SMS sent for browsing / searching contents will be charged at Rs. 1.00/- per sms. P2A - Person to Application Charges - Rs. 3/- per msg. However we have a SMS Package which is optional and can be subscribed to SMS Feature Monthly Fees - Rs. 25.00 /- and SMS @ 0.50 paise / sms (local only). The toll free helpline no. is 12345 which can be access directly from any Idea Post Paid card and can be accessed from a landline by dialing 9822012345 & 020-4123456.

37

Postpaid Plans - Basic 199 Post Paid Tariff Package - Basic 199 Name of Tariff Basic 199 Package Entry Level Cost a. Activation Charges - Rs. 250/- + 12.24% Service Tax b. Plan enrollment Fees - Rs. 250/(convertible to refundable deposits after 12 months) Total Monthly a. Rental - Rs. 199/Charges b. Commitment Fee - NIL c. Plan Fee - NIL Monthly free call Rs. 49/allowances Duration of plan Till further notice Any taxes, in 12.24% Service Tax addition to the above Education Cess (@2 % Service Tax) Outgoing Call Charges Charges (in Rs.) Local Calls STD Any Where in India ISD For USA, Canada, Europe (F), Singapore & HongKong Gulf, Australia, SAARC, South Africa etc For ROW-II Countries SMS Charges Local SMS National SMS International SMS Rs. 1/- per message (Mumbai Included) Rs. 2/- per message Rs. 5/- per message Fixed/ Other Idea WLL GSM to (M) Idea 2.00 1.00 1.0 0 2.00 2.00 2.0 0 6.4 9.1 9 49. 2

Optional Service Packages Night Pack (11pm to 8am)

38

Monthly Rental Rs. 25/Local I2I free, Rest local calls @ Re1

39

The activation procedure is simple. All you have to do is Fill up the activation form (CSA) Submit 2 passport size photographs. Submit address proof * (Copy of the latest Electricity Bill/Telephone Bill/Credit Card Statement). Submit photo identity proof (Renewed passport / driver's license/Voter's ID Card / Govt. Dept. ID Card / Public Ltd. Co. ID Card/PAN Card/Bank Passbook with Photo) Submit PAN No./Form 60. Activation Charges - These are one time, mandatory charges. Activation Charge Security Deposit As per bill plan + 12.24 % Tax Security Deposit / Plan Enrollment Fee - as per bill plan NOTE - The security deposit is waived if you issue STANDING INSTRUCTIONS to charge your monthly mobile bills directly to your Credit Card A /c. NOTE Service tax @ 12.24% extra on all charges Voice Mail Retrieval @ Re. 1.00/- per min In Roaming, surcharge is applicable @ 15% plus Long Distance charges at actual, for certain locations. SMS Charges The same are applicable on all Post-paid bill plans. Each short message is up to 160 characters in length & the text can comprise of words, numbers or an alphanumeric combination. P2P - Person to Person Intracircle (Local) Re 1.00/- Within Maharashtra & Goa. Intercircle (Interstate) Rs. 2.00/- Any message Outside Maharashtra & Goa International (Local ) Rs. 5.00/- Any message Outside India. P2A - Person to Application Charges - Rs. 3/- per msg.

40

 The toll free helpline no. is 12345 which can be access directly from any Idea Post Paid card and can be accessed from a landline by dialing 9822012345.

41

Post Paid Tariff Package - Basic 249 Name of Tariff Package Entry Level Cost Basic 249 a. Activation Charges - Rs. 250/- + 12.24% Service Tax b. Plan enrollment Fees - Rs. 250/(convertible to refundable deposits after 12 months) a. Rental - Rs. 249/b. Commitment Fee - NIL c. Plan Fee - NIL Rs. 149/Till further notice 12.24% Service Tax Education Cess (@2 % Service Tax) Other GSM 1.00 2.00 2.00 Idea to Idea 0.75 2.00 6.4 9.19 49.2

Total Monthly Charges Monthly free call allowances Duration of plan Any taxes, in addition to the above

Outgoing Call Charges Charges (in Rs.) Fixed/ WLL (M) Local Calls 2.00 STD Any Where in India

ISD For USA, Canada, Europe (F), Singapore & HongKong Gulf, Australia, SAARC, South Africa etc For ROW-II Countries SMS Charges Local SMS National SMS International SMS Rs. 1/- per message (Mumbai Included) Rs. 2/- per message Rs. 5/- per message

Optional Service Packages Night Pack (11pm to 8am) Monthly Rental Rs. 25/Local I2I - Free, Rest Local calls @ Re1 Night STD Pack (11pm to 8am) Monthly Rental Rs. 49/42

All STD calls @ Re1 Group Pack (Max 5 members) Monthly Rental Calls within group @ 30p

Rs. 50/-

43

Postpaid Plans - Plus 349 Name of Tariff Basic 349 Package Entry Level Cost a. Activation Charges - Rs. 250/- + 12.24% Service Tax b. Plan enrollment Fees - Rs. 250/(convertible to refundable deposits after 12 months) Total Monthly a. Rental - Rs. 349/Charges b. Commitment Fee - NIL c. Plan Fee - NIL Monthly free call Rs. 249/allowances Duration of plan Till further notice Any taxes, in 12.24% Service Tax addition to the above Education Cess (@2 % Service Tax) Outgoing Call Charges Charges (in Rs.) Fixed/ Other Idea WLL GSM to (M) Idea Local Calls 1.50 1.00 0.7 5 STD Any Where in India 1.50 1.50 1.5 0 ISD For USA, Canada, Europe (F), Singapore & 6.4 HongKong Gulf, Australia, SAARC, South Africa etc 9.1 9 For ROW-II Countries 49. 2 SMS Charges Local SMS Rs. 1/- per message (Mumbai Included) National SMS Rs. 2/- per message International SMS Rs. 5/- per message Optional Service Packages SMS Pack Monthly Rental Rs. 30/P2P Local/National @ 30p Night Pack (11pm to 8am)
44

Monthly Rental Rs. 25/Local I2I free, Rest local calls @ Re1 Night STD Pack (11pm to 8am) Monthly Rental Rs. 49/All STD calls @ Re 1 Group Pack (Max 5 members) Monthly Rental Rs. 40/Calls within group @ 30p

45

Postpaid Plans - Super 549 Name of Tariff Package Entry Level Cost Super 549 a. Activation Charges - Rs. 250/- + 12.24% Service Tax b. Plan enrollment Fees - Rs. 250/(convertible to refundable deposits after 12 months) a. Rental - Rs. 549/b. Commitment Fee - NIL c. Plan Fee - NIL Rs. 449/Till further notice 12.24% Service Tax Education Cess (@2 % Service Ta Fixed/ Other Idea WLL GSM to (M) Idea 0.50 0.50 0.5 0 1.00 1.00 1.0 0 6.4 9.1 9 49. 2

Total Monthly Charges Monthly free call allowances Duration of plan Any taxes, in addition to the above Outgoing Call Charges Charges (in Rs.) Local Calls STD Any Where in India

ISD For USA, Canada, Europe (F), Singapore & HongKong Gulf, Australia, SAARC, South Africa etc For ROW-II Countries SMS Charges Local SMS National SMS International SMS

Rs. 1/- per message (Mumbai Included) Rs. 2/- per message Rs. 5/- per message

Optional Service Packages

46

SMS Pack Monthly Rental Rs. 30/100 P2P Local/National SMS free, thereafter P2P Local/National @ 30p Group Pack (Max 5 members) Monthly Rental Rs. 15/Calls within group @ 30p

47

Postpaid Plans - One India Name of Tariff Package Entry Level Cost One India a. Activation Charges - Rs. 250/- + 12.24% Service Tax b. Plan enrollment Fees - Rs. 250/(convertible to refundable deposits after 12 months) a. Rental - Rs. 299/b. Commitment Fee - NIL c. Plan Fee - NIL Nil Till further notice 12.24% Service Tax Education Cess (@2 % Service Tax) Fixed/ Other Idea WLL GSM to (M) Idea 1.00 1.00 1.00 per 2 mins 1.00 1.00 1.00 6.4 9.19 49.2 Rs. 1/- per message (Mumbai Included) Rs. 1/- per message Rs. 5/- per message

Total Monthly Charges Monthly free call allowances Duration of plan Any taxes, in addition to the above Outgoing Call Charges Charges (in Rs.) Local Calls

STD Any Where in India ISD For USA, Canada, Europe (F), Singapore & HongKong Gulf, Australia, SAARC, South Africa etc For ROW-II Countries SMS Charges Local SMS National SMS International SMS Optional Service Packages SMS Pack
48

Monthly Rental Rs. 30/P2P Local/National @ 30p Group Pack (Max 5 members) Monthly Rental Calls within group @ 30p

Nil

49

Postpaid Plans - Buzz Life Name of Tariff Buzz Life Package Entry Level Cost a. Activation Charges - Nil b. Plan enrollment Fees - Rs. 995/(one-time non-refundable) Total Monthly a. Rental - Rs. 49/Charges b. Commitment Fee - NIL c. Plan Fee - NIL Monthly free call Nil allowances Duration of plan Till further notice Any taxes, in 12.24% Service Tax addition to the above Education Cess (@2 % Service Tax) Outgoing Call Charges Charges (in Rs.) Local Calls STD Any Where in India ISD For USA, Canada, Europe (F), Singapore & HongKong Gulf, Australia, SAARC, South Africa etc For ROW-II Countries SMS Charges Local SMS National SMS International SMS Optional Service Packages SMS Pack Monthly Rental Rs. 30/P2P Local/National @ 30p Hardcopy Bills Fixed/ Other WLL GSM 0.99/ 0.99 30secs IdeaIdea 0.99

0.99 / 0.99/ 0.99/ 30secs 30secs 30secs 6.4 9.19 49.2 Rs. 1/- per message (Mumbai Included) Rs. 2/- per message Rs. 5/- per message

50

Monthly Rental Cell to Cell Pack ( C2C Pack ) Monthly Rental Rs. 59/Cell to Cell calls @ 49paise.

Rs. 25/-

51

Postpaid Plans - Double Value 299 Name of Tariff Package Entry Level Cost Double Value 299 a. Activation Charges - Rs. 250/- + 12.24% Service Tax b. Plan enrollment Fees - Rs. 250/(convertible to refundable deposits after 12 months) a. Rental - Rs. 299/b. Commitment Fee - NIL c. Plan Fee - NIL First 499 mins Mobile to Mobile @ 10 Paise Till further notice 12.24% Service Tax Education Cess (@2 % Service Tax) Fixed/ Other Idea WLL GSM to (M) Idea 2.00 1.00 1.0 0 2.00 2.00 2.0 0 6.4 9.1 9 49. 2 Rs. 1/- per message (Mumbai Included) Rs. 2/- per message Rs. 5/- per message

Total Monthly Charges Monthly free call allowances Duration of plan Any taxes, in addition to the above Outgoing Call Charges Charges (in Rs.) Local Calls STD Any Where in India

ISD For USA, Canada, Europe (F), Singapore & HongKong Gulf, Australia, SAARC, South Africa etc For ROW-II Countries SMS Charges Local SMS National SMS International SMS Optional Service Packages
52

SMS Pack :Monthly Rental Rs.30/First 100 SMS Free Local / National ( P2P), thereafter 30Paise / SMS

53

IDEA SERVICE Value Added Services Just when you thought you had the cake, we made it possible for you to eat it too. Introducing THE IDEA Value Added Services, a vibrant bouquet of "little conveniences" "small pleasures" "bits of happiness" "dollops of infotainment" and all those "itsy bitsy" wants of yours that together make up THE BIG SMILING PICTURE. SMS based services to Voice based ones, the Idea range cuts across all modes of communication to ensure the BEST VALUE for your money. So be it downloading the latest ring tones or sharing the freshest of blonde jokes, be it checking the status of your cousin's train arrival time or arranging a pick up for your boss's delayed flight, Idea hands you the power to do it all. You could also book a surprise movie ticket or deliver those dainty dandelions for your date or access the latest cricket scores or some serious stock information; or maybe even play downloadable games or chill out with some zany chats with buddies on-line. Idea's Value Added Services are as innovative and exciting as your desires. Roaming Roam Like Home - with IDEA Now you have one more reason to select Idea network while roaming in India. You can enjoy a Roam Like Home experience even while roaming. IDEA is the first telecom operator in India to offer this facility to its valued roamers. We present a host of very convenient & friendly features Dial directly from your phone book. You can call numbers saved in your phonebook, without adding STD or ISD codes to the entries. This saves you the bother of remembering the concerned codes or manually dialling every number. Ex: If you are a customer from UAE and you have saved your home telephone number in your phonebook as 506123456. Now when roaming with Idea, you can call the same number directly, without prefixing +971 (ISD dialling code for UAE) each time you want to call home! Auto call correction of all misdialled calls. When you dial a new number, this service will complete your call even if a wrong or incomplete prefix has been added to the number.
54

 Direct access to your Voicemail box. Now you can make extensive use of your VMS feature, even while roaming. Dial your voicemail short code directly without any authentication codes. Direct dialling to your home customer care number. Ex: If you have saved the customer care number of your mobile operator as 12345 in your phone book, you can call them at the same number even while you are roaming (which would not have been possible otherwise) Roaming into IDEA Circles Setting Up Roaming When you come into any of the IDEA networks, switch off and restart your phone. In case, the network is not registered automatically, go to the phone settings menu and select the network manually. National Roaming and Prepaid Roaming Incoming Calls Incoming Calls Outgoing Calls Local Calls STD Calls ISD Calls USA, Canada, Europe, UK(fixed), SEA, Australia, New Zealand Gulf, SAARC, Africa, ROW 1 UK(mobile) Row 2 ** INMARSAT SMS Outgoing SMS Incoming SMS

Rs. 1.75/min Rs. 1.40/min Rs. 2.40/min Rs. 9.49/min Rs. 12.28/min Rs. 52.29/min Rs. 502.29/min Rs. 3.45 per msg Free

Row 2 ** - Sakhalin, Sao Tome & Principe, Solomon Islands, Vanuatu, Tokelau, Tuvalu Cook Island, Diego Garcia, Cuba, Guinea Bissau, Nauru, Norfolk Island INMARSAT - It is a satellite phone. Terms and conditions Apply.

55

56

Roaming out of Home Network (Maharashtra & Goa). Idea breaks barriers in roaming by enhancing coverage and giving you the best roaming advantage ever with unbelievable benefits at affordable rates! INCOMING FREE when you Roam in MUMBAI As an Idea Prepaid and Postpaid Customer you no longer pay incoming charges when you roam in Mumbai. You can enjoy this benefit when you roam with BPL or Hutch in Mumbai. When roaming with BPL or Hutch in Mumbai, Idea Postpaid & Prepaid Customers pay Rs. 1.40/- per min for Outgoing Calls made to any mobile phone or landline in Mumbai and all mobile phones & Landline Phones in Maharashtra & Goa and Rs. 2.40 for any other national calls. National Roaming As an Idea Postpaid Customer you will stay connected while roaming anywhere in the country. With over 55 roaming networks across the country IDEA offers you seamless connectivity while you roam. Idea offers you this service at no deposit or rental charges. To activate SMS ACT NR to 555. International Roaming Enjoy IDEA's widest roaming coverage in all prime international destinations. Stay connected around the globe, all the time through your single IDEA number.

57

Bills and Payments Your bill is a complete record of all activities from your cellular account during the past month. It comes to you in two parts. The smaller portion at the bottom is the payment coupon, which you enclose with your payment.

58

Item

Date

Time

Number called 982201353 3 020 5432001 020 5432001

*1 2 3

1/8/02 13:24 3/8/02 13:58 5/8/02 21:58

Direction Duration Airtim DoT Total (minute) e Charges Charges Charge (Rs) (Rs) (Rs) Outgoing 00:08 4.50 0 4.50 Outgoing Incoming 02:30 01:40 13.50 3.20 1.20 0 14.70 3.20

Bill Explanation Airtime Charges This includes the airtime charges for the current month in minutes and seconds. This also includes the minutes used in call divert. DoT Charges This is given in pulses and each pulse is charged at the applicable DoT rate. Other Charges and Credits This indicates the discount given on any plan and is indicated by a '-ve' sign after the amount. This discount is usually a percentage of the airtime amount Roaming Charges This shows the amount of airtime and DoT charges incurred while using National Roam and International Roaming facility. Taxes This is a 12.24% service tax levied on the entire bill amount. It is applicable on everything except deposits. In the first bill it is applicable on the SIM activation fee Itemised Call Detail This shows time, destination, duration and total charge for each call made or received. This is further divided into local, STD and ISD call details, STD and ISD Call Charges. This segregates the ISD and STD calls made during the billing period. To avoid possible errors, kindly bring the entire page 1 of the bill with you if you pay in person, or mail the bottom portion, while dropping it in the drop box. PAYMENTS

59

To send your payments to us, you can either mail your cheque / draft to any of our offices or drop it in the collection boxes that are installed at various places.

60

INVESTORS. Equity Shares Bombay Stock Exchange Limited Phiroze Jeejeebhoy Towers Dalal Street, Mumbai 400 001 National Stock Exchange of India Ltd Exchange Plaza, Bandra-Kurla Complex Bandra (East), Mumbai 400 051 Stock code Bombay Stock Exchange Limited National Stock Exchange of India Limited BSE SCRIP BSE SCRIP ID CODE IDEA 532822 NSE Symbol IDEA Reuters IDEA.BO IDEA.NS

Code of Conduct for Board Members and Senior Management Introduction This Code of Conduct (hereinafter referred to as "the Code") has been framed and adopted by Idea Cellular Limited (hereinafter referred to as "the Company") in compliance with the provisions of Clause 49 of the Listing Agreements entered into by the Company with the Stock Exchanges. Code of conduct The Board Members and Senior Managers shall observe the highest standards of ethical conduct and integrity and shall work to the best of their ability and judgment. The Board Members and the Senior Managers of the Company: Shall maintain and help the Company in maintaining highest degree of Corporate Governance practices. Shall act in utmost good faith and exercise due care, diligence and integrity in performing their office duties.
61

 Shall ensure that they use the Company's assets, properties, information and intellectual rights for official purpose only or as per the terms of their appointment Shall not seek, accept or receive, directly or indirectly, any gift, payments or favour in whatsoever form from Company's business associates, which can be perceived as being given to gain favour or dealing with the Company and shall ensure that the Company's interests are never compromised Shall maintain confidentiality of information entrusted by the Company or acquired during performance of their duties and shall not use it for personal gain or advantage. Shall not commit any offences involving morale turpitude or any act contrary to law or opposed to the public policy. Shall not communicate with any member of press or publicity media or any other outside agency on matters concerning the Company, except through the designated spokespersons or authorized otherwise. Shall not, without the prior approval of the Board or Senior Management, as the case may be, accepts employment or a position of responsibility with any other organization for remuneration or otherwise that are prejudicial to the interests of the Company and shall not allow personal interest to conflict with the interest of the Company. Shall in conformity with applicable legal provisions disclose personal and/ or financial interest in any business dealings concerning the Company and shall declare information about their relatives (spouse, dependent children and dependent parents) including transactions, if any, entered into with them. Shall ensure compliance of the prescribed safety & environment related norms and other applicable codes, laws, rules, regulations and statutes, which if not complied with may, otherwise, disqualify him/ her from his/ her association with the Company Shall ensure compliance with SEBI (Prohibition of Insider Trading) Regulations, 1992 as also other regulations as may become applicable to them from time to time.

62

CONCLUSION Why IDEA "Attracting and nurturing talent has become the single most dominant force in business." Idea cellular recognizes human resources as a backbone for its long-term success. We aim to be the best employer, attracting and retaining the best employees. Our people are our greatest resource as they are our biggest differentiator. We therefore hire the best professionals brimming with ideas and develop them for future leadership positions. !dea is all about participation and involvement - seek opportunities, give opinions and always speak your mind. And finally make a difference within the company. We have focussed on conserving the best aspects of our unique culture and on perpetuating what attracts people to join, and remain, at Idea.

63