How Vodafone staked its claim in India’s telco war

Anil Thakraney

Vodafone India broke out of the price war in India’s highly competitive telco category by focusing on its brand values – human connection – rather than on freebies to compete with category newcomers.

India’s telecommunications category is equal parts crowded and cut-throat, with multiple players seeking to stake their claim on the country’s booming mobile phone penetration and the unprecedented pace of change.

“It’s always been at war, telecom is one of the most competitive categories in India. And in the last few quarters this war has become even more brutal,” said Neha Ahuja, VP – Marketing at Vodafone, at the Content Marketing Summit Asia held in New Delhi NCR in February this year.

She explained how Vodafone broke out of the category’s price war cycle by sticking to its brand values.

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