Airtel Revamp Strategy: the Smaller, the Better

Cellular operator Bharti Mobile has revamped its structure in Karnataka and Andhra Pradesh breaking down the two circles into several 'mini-circles' to bring about a more customer focused approach into its operations. Andhra Pradesh has been broken down into four operational hubs and Karnataka into three, each headed by a separate business head. The restructuring has been undertaken to correct the urban-centric approach in operations. The exercise, which could be replicated in other large circles or culturally distinct sub-areas, gains significance given the fact that growth in the cellular industry in the future is expected to come mostly from the hinterland.