Airtel to re-structure organization

Bharti Airtel plans restructuring of its organization in India and South Asia to enhance greater business and functional synergies, with effective from August 1, 2011. It will also provide a common interface to customers and create a de-layered and more agile organization and ensure better employee productivity. As part of this strategy, it will operate in two distinct units - Customer Business Units (CBU) with clear focus on B2C (Business to Customer) and B2B (Business to Business) segments, said a release.

Bharti Airtel's B2C business unit will service the retail consumers, homes and small offices, by combining the erstwhile business units - Mobile, Telemedia, Digital TV, and other emerging businesses (like M-commerce, M-health, M-advertising etc). The B2C organization will consist of Consumer Business and Market Operations, added the release.

The Consumer Business group will lead the overall B2C strategy and will focus on customer experience, product and service innovation (including data, VAS, new products/services), and build an ecosystem around the B2C services. K Srinivas will lead this vertical as the President, Consumer Business.

Market Operations group will lead the 'go-to-market' strategy. This vertical will take products and services to customers in South Asia with speed and efficiency. Market Operations will complement the Consumer Business by building a robust 'go-to-market' ecosystem and leverage Bharti Airtel's vast distribution reach. Market Operations in India & South Asia will be divided in three regions, each headed by an Operations Director: the North, East & Bangladesh operations will be headed by Ajai Puri; South & Sri Lanka operations will be headed by Vineet Taneja; and operations in the West will be headed by Raghunath Mandava (along with National Distribution portfolio).

The B2B business unit will continue its focus on serving large corporate and carriers through Bharti Airtel's wide portfolio of telecommunication solutions. The B2B organization will continue to be led by Drew Kelton. In their new roles K Srinivas, Ajai Puri, Raghunath Mandava and Vineet Taneja, along with Drew Kelton, will report to Sanjay Kapoor, CEO — India & South Asia.

Sunil Bharti Mittal, chairman & managing director, Bharti Airtel, said “Bharti Airtel has always adopted transformational business models that have set the industry benchmark. As we move into the next phase of our growth journey, this new organization structure marks a major step towards building an organization of the future. Customers are at the core of our business and with this new structure we are proactively creating an integrated customer centric organisation. I am confident that this will provide us a solid platform to achieve our vision of making Airtel the most loved brand enriching the lives of millions.”