Idea's journey to becoming a leading telecom provider in India has been unique and uncommon in many aspects. [1] It began operations in 1997 in two service areas and grew through strategic acquisitions and mergers to become a pan-India provider by 2006. [2] It has experienced tremendous growth, with average four-year sales and profit growth of around 60% and 100% respectively between 2006-2010. [3] As of 2011, Idea served over 95 million customers across India, making it one of the largest mobile companies in the country.

1. IDEA
An Idea can change your life!!!

2. “The brand of leadership that we seek to build, combines the virtues
of professionalism with the commanding power of the mind, heart and
soul.
The mind which has the intellect to perceive the right from the wrong,
the heart which has an emotional bond with this great organization
that cannot be severed, and a soul that is indomitable.”
Mr. Kumar Mangalam Birla
Chairman, Aditya Birla Group

3. “Our vision is to be in the Fortune
OUR VISION
To be a premium global conglomerate 200 by 2015, with revenues of 65
with a clear focus on each business
billion dollars and an EBITDA target
OUR MISSION
To deliver superior value to our of 10 billion dollars”.
customers, shareholders, employees
and society at large. Mr. Kumar Mangalam Birla
OUR VALUES Chairman, Aditya Birla Group, 2010
Integrity
Commitment
Passion
Seamlessness
Speed

4. IDEA …
an uncommon journey..
Idea’s journey to what it is today has been a story in itself, a
unique and uncommon one in many aspects!

5. Integration of every entity executed well..
Embracing the best of what each entity had to offer

6. 1997 2000 2002 2004 2006 – Aug 10
2 Service 3 Service 5 Service 8 Service 11 Service Areas
Areas Areas Areas Areas to PAN India
Acquired RPG Became a pan India 2G
Merged with service provider
Cellcom (Madhya
Commenced Pradesh)
Tata Cellular Acquired Escotel Partner in Indus Towers
operations in
(Andhra
Maharashtra & Commenced Delhi (Haryana, UP(W), Winner of 3G spectrum in
Pradesh)
Gujarat operations Kerala) 11 service areas

7. IDEA Cellular “FASTEST GROWING COMPANY IN INDIA” – 2010
Average 4 Year Sales growth – 59.6%
Average 4 Year PAT growth – 102.2%
-
IDEA Cellular “EMERGING COMPANY OF THE YEAR 2009”
-

8. In Rs Cr.
Gross
Year EBDITA PAT
Revenue
2006-07 4,387 1,486 502
2007-08 6,737 2,269 1,042
2008-09 9,971 2,755 956
2009-10 12,141 3,054 1,030
2010-11 15,638 3,326 838

9. All India Revenue Market Share%
14.0%
13.6%
13.0%
12.6%
12.0%
11.7%
11.0%
10.0%
10.0%
9.0%
Q4 08 Q4 09 Q4 10 Q4 11
In Rs. Cr
Fastest growing major telco Industry Idea
Revenue Growth Revenue Growth
FY 09 101,900 22.27% 11,331 40.10%
FY 10 107,110 5.11% 13,250 16.94%
FY 11 119,850 11.89% 15,820 19.40%
Source: TRAI Revenue Report

10. 10.07
2.16
1.98
1.63
1.50
1.34 1.33
1.13 1.04 1.00
China Bharti AT&T Verizon China Sprint Vodafone Idea RCOM T- Mobile
Mobile Airtel Q3 FY11 Q2 FY11 Unicom Nextel Essar
Q4 FY11 Q4 FY11
YTD Sep Q3 Q4 Q4 Q4 Q3
CY 10 FY11 FY11 FY11 FY11 FY11
MOUs for Verizon on Estimated Basis.

11. 95.04
100 89.5
90
No. Of Subscribers (Mn)
80
70 63.8
60
50
38.9
40
30 24
20 14
7.4
10
0 25-Jun-11
FY 06 FY 07 FY 08 FY 09 FY 10 FY11
65% Average Growth Rate Over the Past 6 Years

12. ۩ 4th Buzziest Brand of the Year - 2008, 2009 & 2010 - Afaqs
۩ Effies 2009 Silver Award for “Democracy” campaign
۩ Effies 2008 for “Education for All” campaign
۩ Campaign of the Year – Awards for Brand Excellence
۩ Digital Brand of the Year 2010 – BBC Campaign India
۩ Silver ABBY for ‘Best Website with Social Media
Integration’ for Mobile Roadie Hunt @ Idea & Silver Olive
Crown for ‘Best Digital Campaign’
۩ Yahoo Big Chair Award for ‘Best Mobile Innovation’
۩ Silver– Outdoor Advertising Awards (Plan of the year -
local)

13. “What an idea Sirji” campaigns offering simple solutions to complex problems

14. Being a
Balancing good Social
Developing work-life citizen
capability
Inspiring
excellence
Engage &
Express
Connect
with the
last mile
Trust based
leadership
“When a gifted team dedicates itself to unselfish trust
and combines instinct with boldness and effort, it is
ready to climb”

15. Trust based
leadership
• Fostering ambition,
Connect aggression and
with the last achievement
mile
Engage & • Open & Transparent
Value
Express communication Centric
Inspiring
With a strong foundation of values Culture
excellence • Decentralized
Leading by example – Walk the Talk
structure
Developing
capability • Leadership
accessibility
Enriching
Life
Being a
good Social
citizen

16. “I believe that great and lasting businesses are never built on the quick sands of
opportunism. If living by our values means, perhaps growing at a pace slower than we
would otherwise have liked, so be it.” - Kumar Mangalam Birla
• “Value our values” workshop for every new joinee
• Employee handbook on “Values we value”
• ABG Value Leaders Awards
• Value Standards Committee
Integrity Commitment Passion Seamlessness Speed

17. Managing
Director
CxOs Operations
Circle
Management
Teams
Decentralized structure enabling highly empowered
circle management

18. Trust based
leadership
Connect
with the
63,718
last mile
Engage &
Express
Inspiring
excellence
Developing
capability
Enriching
Life
Connected by One Idea
Becoming a
good Social
citizen

19. Crack Sales System: Building Blocks:
 Bottom up approach
 Modular Structure to support Scalability
 Elements to bring in Commonality
 Market working linked with face time
required for top customers/ business
partners
 Focus on capability building through
coaching
3000
2830
2500
2370
2000
1772
1500 A framework for structured
2800+ strong Rural Sales interaction of the leadership of the
1000 organization with our company with the external
875 “Son of the Soil approach”
500
stakeholders.
0
Apr '08 Apr '09 Apr '10 Apr'11

20. Regular Zonal Visits
Process Initiatve Trainings/ CMT
roll-outs updates workshops updates
All Team Meets held in zones
regularly
Instrumental in creating a better connect with the organization

21. What do !deans think !

22. Trust based
leadership • High Confidence in business
leadership in managing emerging
Connect
with the last challenges
mile
Engage & • Opportunities to learn and grow
Express
Inspiring
• Clarity on criteria for performance
excellence evaluation
Developing
capability • High confidence in ability to attract
good talent
Enriching
Life
Becoming a
good Social
citizen ~80% of Leavers
willing to rejoin
Idea*
* Peoplestrong Exit Survey 2010

23. Sustaining & Driving
Growth of Idea
Engagement
• 47% increase in 98.4% • Participation rate
Employee base participation consistently above
in the last 97% for each OHS
• 70% increase in OHS conducted
geographical footprint
Q12 Grand Mean
4.1
4
3.9 *Gallup
Global
3.8 3.99 4.01
Average
3.7 3.77
Participation
3.6 : 87%
OHS V OHS VI OHS VII
Impact of Q12 on overall engagement
Q12 Grand Mean
Higher engagement levels - Superior business results !

24. High
Performing
&
Good People
Organization Engaged
Managers
Team
Inspiring ABG Manager
Portal to help Managers in building their
team effectiveness
OHS Surveys and
Vaartalap to track
team engagement

25. Strategy Meets at !DEA
Address by the MD to all
employees on business
performance, insights and Redress Mechanism for
way forward. Employee Concerns

26. Trust based Implementation Impact
leadership
• Extensive training conducted on using • More than 90% of the Goals set had
Connect
the Performance Highway defined performance measures
with the last
mile
• Templates of Goal Framework • Standardization of Goal Framework
Engage & developed to support in writing of with top down goal low
Express SMART goals
Inspiring
excellence
Developing
capability
Enriching
Life
Becoming a
good Social
citizen

27. Aditya Birla Awards Idea Rewards
• Outstanding Leaders • !dea Star
• Distinguished Achievers •Champion award Individual
Individual
• Exceptional Contributors • Excellence award
• Young Professionals • Selling Star award
And SMILEYS!!!
• Team Excellence award
Function/ • Sun and Planet Awards – Team
organizational excellence • Masterminds award
Business
• Best Zone award
• ABG Value Leaders
• Making ABG an aspirational
Others employer for women • Value Champions Values
• Building an Environmentally
Sustainable Organization

28. Trust based
leadership Distance Learning programs E Learning
Connect HR Academy Gwiki
with the last Webinars
Virtual IMPACT – Online quiz
mile
Pratibimb KNOWLEDGE – SMS based learning
Engage &
Gwiki Gyandhara
Express
Drishtikon Bahi Shal
EXPERIENCE
Inspiring Learning
excellence Deployment
! Disha – Coaching Skills !Evolve - Grid Programs
Developing
Management School Management Development
people
capability Saksham Programs
Development Assessment Centre Corporate Theatre
Enriching
Life Gyanodaya programs Sales Training
Face to Performance Coaching Business related trainings (MNP,
Becoming a Face 3G, UCS)
good Social Parivartan
citizen
Select Mass
REACH

29. Talent Segmentation Competency Framework
Potential Validation - DAC Functional Behavioural
Competencies Competencies
Individual Development Plan (IDP)
Competencies
Talent Review Discussion
Career Management & Succession
Planning

30. Internal Assessment
Center for selection of
talents for key positions.

31. Trust based
leadership
“Life Unlimited” is an online portal which provides two distinct types of
services:-
Connect
with the last • Counselling support to address and resolve issues that are important for
mile employees and their family.
Engage &
Express • A knowledge portal with self help tools, like- stress audits, various articles
on parenting, career issues, relationships.
Inspiring
excellence Health Initiatives @
Wellness@ Idea
Developing Idea
people
capability
Enriching
Life
Becoming a
good Social
citizen

32. Trust based
Blood Donation
leadership
Drives
Connect
with the last
mile
Engage & Nanhi Kali
Express
Initiative
Inspiring
excellence
Developing
people
capability
GiveIndia Teach for India
Enriching A Payroll Giving Program Our Gen Y Champions
Life committed to the cause
Being a
good Social
citizen

33. We discovered the joy of giving
By opening our hearts!

34. “An organization’s ability to learn, and
translate that learning into action
rapidly, is the ultimate competitive
advantage.”
- Jack Welch
Thank You