Ringing the changes: how Vodafone rebranded its business in the world’s second biggest mobile market

This article discusses Vodafone's rebranding of the Indian mobile operator Hutchison Essar following its $10.9 billion cash acquisition of the company in May 2007.

Ringing the changes: how Vodafone rebranded its business in the world’s second biggest mobile market

Preeti Chaturvedi

It was probably India’s largest ever rebranding, and arguably one of the biggest in any country. After completing its $10.9 billion...

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