On March 20, 2017, India’s third largest mobile telephony company, Idea Cellular (Idea), announced a US$ 23 billion , merger with the second largest mobile operator in the country, Vodafone India Limited (Vodafone) , to form India’s largest mobile telecom company with estimated revenues of US$ 12.5 billion. The company would have a subscriber base of 394 million and a customer and revenue market share of 35% and 41% respectively. With the merger expected to take 24 months to complete, both companies had agreed to operate as separate entities till then. On the merger, Kumar Mangalam Birla (Birla), Chairman of Aditya Birla Group (A B Group) said, “Idea and Vodafone will together create a very valuable company given our complementary strengths.” The merger of the two fierce competitors in the Indian telecom sector came after India’s largest private sector company Reliance Industries Limited, owned by Mukesh Ambani , launched Reliance Jio Infocomm Limited (Jio) in September 2016. Jio came with aggressive pricing, offering free voice calls and the lowest data tariffs in the world. It disrupted the telecom sector in the country where telecom operators derived 70% of their revenues through voice calls..

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