Merchand-I

Founded in 1995 as Birla Communications Limited by Aditya Birla Group and obtained licenses for Gujarat and Maharashtra circles Changed name to Birla AT&T Communications Limited following joint venture between Grasim Industries and AT&T Corporation Merged with Tata Cellular Limited in 2001, thereby acquiring original license for the Andhra Pradesh Circle and was renamed to Birla-Tata-AT&T (Batata) Changed name to Idea Cellular Limited and launched "Idea" brand name in 2002 In 2005 AT&T and Tata pulled their stakes leaving Aditya Birla Group as the sole promoter By 2009 Idea is operating in all 22 telecom circles in India Headquartered in Mumbai and Indias 3rd largest mobile services operator in India with wireless revenue market share at 13.9 % and a subscriber base of over 98 million as of August 2011 No. of employees: 6,481 CEO - Mr. Kumar Mangalam Birla Dominant stake/share holders - Aditya Birla Nuvo Ltd., Birla TMT Holdings Pvt. Ltd., Hindalco Industries Ltd., Grasim Industries Ltd. Idea won 3G Spectrum in 11 service areas in India.

Vision: To be the most customer-focused

mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space

Mission:

Integrity - Honesty in every action Commitment - deliver on the promise Passion - energized action Seamlessness - boundryless in letter and spirit Speed - one step ahead always

Mr. Kumar Mangalam Birla - Chairman Mr. Himanshu Kapania- Managing Director Mr. Akshaya Moondra - Chief Financial Officer Mr. Anil K. Tandan - Chief Technology Officer Mr. Prakash K. Paranjape - Chief Information Officer Mr. Pradeep Shrivastava - Chief Marketing Officer Mr. Navanit Narayan - Chief Service Delivery Officer Mr. Vinay K. Razdan - Chief Human Resource Officer Mr. Rajat K. Mukarji - Chief Corporate Affairs Officer Mr. Rajesh K. Srivastava - Chief Materials & Procurement Officer Mr. Ambrish Jain, Director - Operations Mr. Himanshu Kapania, Director Operations

Company Overview Idea Cellular Limited (Idea) is a leading mobile services operator in India, with ~ 98 mn subscribers as on august 2011. Idea has a subscriber market share of 19.5% in its 8 established service areas, and 14.5% in its 13 operating service areas. After inclusion of Spice Communications, Brand !dea has 43.02 mn subscribers, corresponding to a 11.0% national market share. Promoter Group Idea is part of the Aditya Birla Group, India's first truly multinational group. The Group has businesses in sectors ranging from metals, garments, cement, fertilisers, life insurance and financial services among others. Over 50% of the Groups revenues are derived from overseas operations. The group operates in 25 countries, and is anchored by an extraordinary force of over 125,000 employees belonging to 25 nationalities. The current Group holding of 46% in Idea is made up of: Aditya Birla Nuvo Ltd. Hindalco Industries Ltd. Grasim Industries Ltd. Total 46% 25.3% 6.9% 5.2%

Birla TMT Holdings Pvt. Ltd 8.6%

ICISL tower company owning towers in Bihar and Orissa service area. ICSL provides manpower services to operating entities i.e. Idea & ABTL. SSSL holds MSC real estate in the Delhi service area. Spsice provides GSM based mobile services in Punjab and Karnataka service areas. ABTL provides GSM based mobile services in Bihar service area, and has 16% shareholding in Indus. ICTIL holds towers de-merged from Idea, which will subsequently merge in Indus. Indus a joint venture between Bharti Infratel, Vodafone Essar and Idea (through ABTL), to provide passive infrastructure services in 15 service areas.

The main communication medium is Television. Billboards and hoardings come as a secondary medium of communication. Also uses radio for communication price plans and other strategic customer information to reach masses. Strategic communication partners Idea strengthened its brand through a series of media properties with associations with Kaun Banega Crorepati, Koffee With Karan, Mission Army and Grammy Awards on VH1, in addition to existing marquee properties like Idea. Filmfare Awards, Idea Present Citizens Journalist and other regional media properties. The brand continued its association with the Delhi Daredevils team in IPL4 Idea launched a unique National Inter School Skill fest called Kaho Whats Your Idea in association with renowned Quizmaster Derek O Brien. The program was very well received as it became one of the largest National School Connect Programs in the country touching 2.5 Lakh students across 3000 schools in 100 cities Idea International Indian Film Academy Awards Television Programms Idea Rocks India Idea Star Singer Idea Andhra Idol

Airtel Vodafone Reliance BSNL MTNL Tata Communications Spice Telecom Aircel MTS Virgin Mobile

Share Holding Pattern

Subsidiaries:

Promoters and Group 46% Foreign Holding 42.9% Public Share Holding 11.1% 16% stake in Indus Towers, a joint venture with other telecom majors Bharti Airtel and Vodafone Idea Cellular Services Limited, provides manpower services to the Company. Idea Cellular Infrastructure Services Limited, is a tower company owning towers in Bihar and Orissa Idea Cellular Towers Infrastructure Limited (ICTIL), holds towers de-merged from the Company Idea Mobile Commerce Services Limited (Formerly Carlos Towers Limited), is engaged in the business of Mobile Banking Swinder Singh Satara and Company Limited, is engaged in the trading of Data Cards, mobile handsets and Fixed Wireless Phones.

Last Quarter Ended 30th June 2011 (unauditied)

Total Revenue of Rs. 44841 mn as against Rs.36296.1mn in Q4FY10, up 23% in consecutive quarter PBT of Rs. 2146.7 mn as against Rs. 2062 mn in Q1FY10, up by 4% PAT of Rs. 1497.3 mn as against Rs. 2016.4 mn in Q1FY10, down by 25% YoY

Last Annual Financial Statement for FY 2010-2011

Total Revenue of Rs.155302 mn as against Rs. 124990 mn in FY10 PAT is Rs.8987 mn as against Rs.9539 mn in FY10 Earnings per share Rs. 2.56

Aditya Birla Centre for Community Initiatives and Rural Development CSR Areas 1. Education 2. Rural Development

CSR activities in brief Corporate Social Responsibility The Company is a responsible corporate citizen, and strives to give back to the community it operates in. The Corporate Social initiatives, which the Company has identified and implemented are as under: IIM Ahmedabad Idea Telecom Centre of Excellence Centre of Excellence focuses on the areas of telecom policies, governance, regulation and management, especially marketing and customer care. Pocket PCO project Company has taken an initiative for designing and implementing a Pocket PCO program in India. Idea Pocket PCO is easy to use mobile phone that comes with a special Idea SIM having PCO software embedded in it. Promoting Save Paper idea through What an Idea, Sirji campaign

2010

2009

Idea crossed usage of One Billion Minutes per day on the network, propelling it amongst the Top 10 country operators in the world Company has been ranked 1st in the Telecommunications sector and ranked 12th in the country under Indias Best Companies to Work for 2011 Study conducted by Great Place to Work Institute, India, in partnership with The Economic Times Brand !dea has been ranked the 4th Buzziest Brand by Agencyfaqs for second consecutive year The Use Mobile Save Paper campaign was one of the most awarded campaigns with over 7 awards in various media awards like the EMVIES 2010, EFFIES 2010, Digital Media Awards 10-11 and Yahoo big Chair Awards 10-11. Idea launches services in Tamil Nadu Idea expanded services into Orissa

2008

Subscriber base as on December 31, 2008: 40,016,153 Idea acquired 9 licences for Punjab, Karnataka, Tamil Nadu & Chennai, West Bengal, Orissa, Kolkata, Assam, North East and Jammu & Kashmir Acquired Spice Communications with the operating circles of Punjab and Karnataka Launched services in Mumbai metro in the largest single metro city launch, ever Launched services in Bihar

2007 Subscriber base as on December 31, 2007: 21,054,027 Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at the GSM Association Awards in Barcelona, Spain Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares on the Bombay Stock Exchange and the National Stock Exchange Merger of seven subsidiaries with Idea Cellular Limited Reached the twenty million subscriber mark 2006 Subscriber base as on December 31, 2006: 12,442,450 Became part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholding in the Company to the Aditya Birla Group Acquired Escorts Telecommunications Limited (subsequently renamed as Idea Telecommunications Limited) Restructuring of debt Launch of the New Circles Reached the 10 million subscriber mark Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle. Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire shareholding in Aditya Birla Telecom Limited to the Company for the consideration of Rs. 100 million.

2005 Subscriber base as on December 31, 2005: 6,473,962 Reached the five million subscriber mark Turned Profit Positive Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona, Spain Sponsored the International Indian Film Academy Awards 2004 Completed debt restructuring for the then existing debt facilities and additional funding for the Delhi Circle. Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea Mobile Communications Limited) Reached the four million subscriber mark First operator in India to commercially launch EDGE services 2005 2003 Reached the two million subscriber mark 2002 Changed name to Idea Cellular Limited and launched "Idea" brand name Commenced commercial operations in Delhi Circle Reached the one million subscriber mark

2001 Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh (including Chattisgarh) Circle Changed name to Birla Tata AT&T Limited Obtained license for providing GSM-based services in the Delhi Circle following the fourth operator GSM license bidding process 2000 Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra Pradesh Circle 1999 Migrated to revenues share license fee regime under New Telecommunications Policy ("NTP") 1997 Commenced operations in the Gujarat and Maharashtra Circles 1996 Changed name to Birla AT&T Communications Limited following joint venture between Grasim Industries and AT&T Corporation 1995 Incorporated as Birla Communications Limited Obtained licenses for providing GSM-based services in the Gujarat and Maharashtra Circles following the original GSM license bidding process

To facilitate higher adoption of 3G services by customers and to provide better face-to-face service, 3G Experience Zones have been established at the Service Centers across various cities. The 3G Experience Zones are managed by trained Data Specialist equipped with TV, Netbook, 3G compatible handset, NetSetter and device simulators for demonstration and query handling. The Company launched a unique Interactive Voice Response rural service called Behtar Zindagi in 16 regional languages, which provides information on key requirements of the rural segment like mandi rates, livestock, weather information, agriculture etc. Idea continued on its What an Idea Sirji campaign and launched the much appreciated Break the Language Barrier campaign. It was supported with a unique service of Idea Language Helpline offering instant translations in 15 Indian languages.

Desired Qualities
Looks for young, innovative and dedicated people