How Vodafone staked its claim in India’s telco war

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

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