Bharti Airtel, the second-largest telecom operator in India, has a network advantage over competition in Agra, Kota, and Jhansi. According to Opensignal Subscriber Metrics, Airtel increased its market share by around 1 percentage point since early 2024, with 73% gains coming from Jio. The report from Opensignal says that this indicates direct competitive switching.
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The report mentions cities such as Agra, Kota and Jhansi, where Airtel has performed particularly strong, supporting its premium positioning. Airtel has continously invested in the network experience of the users, with quarterly capex (capital expenditure) routinely exceeding Rs 11,000 crore, alongside targeted deployment in specific regions.
Airtel has been trying to sell Airtel Black to its customers using at least one of its circles. With Airtel Black, the consumer is locked into the Airtel ecosystem of services, which enables the telco to make more revenues out of each of its user. With improved network experience, Airtel customers would definitely be willing to pay for Airtel Black eventually, if they don't already as the trust is formed over a long period.
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The consumers today are very much focused on the kind of experience that they are getting, over just the price play.
