Abby in 2006.

These are only a Hutch’s prepaid service is pay-as-you-go and

few among several accolades has various recharge denominations – as low
the company has received in as Rs.10 (US 22¢) to more than Rs. 3300
recent times. (US$ 66.7) – with different validity periods
Hutch is also arguably India’s and talk time to suit diverse customer needs.
most customer centric telecom Whereas Hutch’s post-paid services offer
company. Its heavy investments in customers a host of talk plans to choose from,
network enhancement, customer depending on their usage pattern and need with
service, retail and distribution the bill going at the end of the month. As at
network have led to the making November 2006, Hutch also had the country’s
of a superior product which largest roaming coverage, with a domestic and
commands very high customer international network covering over 1200
loyalty. towns and over
180 countries.
Market History Hutch has been
It’s like a gold rush. India is today the preferred Hutch established its a pioneer when it
mobile market destination of every major presence in India in comes to providing
equipment provider and handset manufacturer 1994 by acquiring the value added
in the world. The country has become a cellular license for Mumbai. services to its
high priority target for increasing their Over time, additional customers. The
worldwide presence for the foreseeable circles have been added to company offers a
future and sharpening strategies for the its operations through a wide range of user-
next marketing battle. combination of strategic friendly services
Now that India’s market secret is out, how acquisitions and green field that aim to fulfil
intense and how prolonged will the competitive projects. Presently, the entertainment and
scramble be? brand covers sixteen information
According to TDG's (The Diffusion Group) key telecom circles in requirements of its
latest report, the recent evolution and dynamics India accounting for customers. These
of this sector will make India the number two approximately 80% of the innovative services
mobile subscriber market in the world by 2010. country’s purchasing include video clips
All inhabited areas and hence the entire power and 90% of its (on a 2.5 G
population, of India should be covered by mobile customers. network), mobile banking, MSN Hotmail &
mobile networks by the end of 2009, despite Hutchison Essar is a joint venture between Messenger on Hutch phones, Java Games,
only 45%-50% coverage today. The number of Hutchison Whampoa and Essar. Hutchison HutchMail, a voice recognition portal and many
total mobile subscribers is expected to increase Whampoa is a multinational conglomerate with such initiatives.
from just over 129 million in October 2006 to its origins dating back to 1828 in Hong Kong.
over 348 million by year-end 2010 (Source: The Group operates five core businesses – Recent Developments
Telecom Regulatory Authority of India). ports and related services; property Hutch consolidated under one brand across
With over six million new customers being and hotels; retail; energy, infrastructure, the country in December 2005 when the
added every month, combined with favourable investments and others; and telecommunications Mumbai operation also transitioned from the
macro economic factors, telecom in India has – in 55 countries employing around 220,000 Orange brand to Hutch. This came with a new
proved to be one of the fastest growing and people worldwide. brand identity across all circles where the Hutch
most competitive sectors. The Indian telecom The Essar Group is one of India’s largest logo adopted the pink colour for its trademark
market is ruled by majors such as Hutch, Airtel corporate houses with interests spanning the ‘tri stars’. The
and BSNL in the GSM category and by Reliance manufacturing and service sectors like steel, logo change was
and Tata Teleservices in the CDMA sector. oil & gas, power, telecom and BPO, shipping and not just a mere
logistics, and engineering and construction. colour change
Achievements The Group has an asset base of over Rs. 2000 but reflected the
Hutchison Essar, a joint venture between crore (US$ 444.5 million) and employs over new spirit of
Hutchison Whampoa and Essar with over 21 4,000 people. the brand.
million customers as on October 2006 (Source: The past year
COAI) has been felicitated with numerous Product has seen a slew
awards. Over the years, it has been named the Hutch provides cellular services, through its of new initiatives
‘Most Respected Telecom Company’ by Business communication network, to both post-paid and from Hutch all of
World in 2002 and 2005, the ‘Most Strategic pre-paid customers. Hutch has made no which not only
Marketer’ for conscious effort to delivered value
the year segregate the two to customers but
2004 by segments in terms also made a Hutch phone a one-stop-shop for
Business of branding, all entertainment needs.
Today, the communication The ‘Chota Recharge’ initiative was one of the
‘Most platforms or value- major tariff innovations in the country by which
Creative added services. a consumer could recharge his prepaid card for
Advertiser’ in Its aim is to as little as Rs.10 (US 22¢). In a single stroke this
2003 and complement initiative gave even the most modest subscriber
2004 and a and facilitate the freedom to recharge with an amount he could
Silver for basic need of easily afford.
the ‘Best communication in Music, being the universal language, is
Integrated the easiest, most something that has always found favour with
Campaign’ by enjoyable way. Indian customers. To meet their needs for more

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music and entertainment, Hutch launched a speak the which will help its customers watch the ICC
number of music services. language that Cricket World Cup 2007 to be held in the West
A key breakthrough was the ‘Full Song the consumer Indies. The commercial using Rahul Dravid has
Download’ service that enabled customers to understands. won appreciation for the innovative use of a
download full songs in high quality digital music That is precisely celebrity. Hutch also partners the Indian rugby
anytime and anywhere on their Hutch phones. what Hutch has Team in its endeavour to steadily climb up in
Hutch led the competition by being the first consistently the world rankings.
brand to introduce it. This unique service was done in all its Hutch is also the presenting sponsor of the
launched with the music release of the mega communication Delhi Half Marathon and the Pune International
Hindi blockbuster film ‘Krrish’. The songs from over the years. Marathon. The Hutch Delhi Half Marathon
this film were available exclusively to Hutch Hutch’s focus created history when it became the world’s
subscribers. on keeping its largest and richest half marathon, with over
Hutch has recently partnered with a leading communication 23,000 participants in the first year itself. The
radio station to launch ‘Visual Radio’, which has simple has advertising campaign for the marathon itself
completely redefined the FM radio experience. been the won several awards. Additionally, Hutch has also
When launched in June 2006, it was another magic mantra. been closely associated with the literary world
one-of-its-kind offering by an Indian telecom The nation- as well through its association with the
service provider. Subscribers with GPRS enabled wide – Now in Crossword Book Awards.
phones could now not only listen to the radio Pink – campaign
on their mobile phones but also participate in was launched to Brand Values
contests and quizzes and download wallpapers, communicate Hutch stands for simplicity coupled with cutting
ring tones and other related content even while the change of edge innovation. It stands out in the vast Indian
the radio was playing. the brand market with not just value additions to its core
Hutch also introduced ‘Fun Cards’ – an identity. The Pug product but also with its emphasis on consumer
innovative medium that allowed customers to came back on delight. It has set new benchmarks in service
easily access content like Caller Tunes and Ring air again with a commercial that was uniquely standards along with pioneering innovative and
Tones, right over the shop counter. These cards multi-dimensional. It used the Pug to reassure relevant technology. Its brand philosophy
helped make invisible purchases like caller tunes, customers that while the brand colour had revolves around the belief that the
ring tones etc tangible buys. changed, the superiority
Other pioneering developments include the of service and delivery
launch of web self-services and interactive remained constant.
kiosks. These self-service kiosks allow customers The Mobile Manners
to recharge their prepaid accounts, view as well campaign was a
as pay their Hutch bills through cash or credit pioneering stance taken
card and activate/deactivate services at the click by Hutch that urged
of a button. These kiosks are highly secure and customers to use their
ensure that the database is instantly updated mobile phones
after every transaction. The customers also get a responsibly. The
transaction receipt for each transaction so that execution of the film
a record is available with them. ensured that while the
relevance of the
Promotion message got through,
Advertising and promotion in the telecom the customer did not
sector is usually cluttered and loaded with high- feel reprimanded. The
decibel technology-speak. The real need is to message was also delivered using innovative communication business is essentially about
ambient media at forging human connections. With an intuitive
theatres, airports, understanding that technology intimidates most
libraries and other consumers, Hutch strives to make their
public places. communication experience easy and enjoyable.
Hutch has For its consumers, Hutch’s brand personality
sponsored and throbs with human emotions, radiating warmth,
hosted a transparency, trust, informality, creativity and fun.
number of
cultural and heritage www.hutch.in
events and shows
like the Prithvi
Theatre festival and THINGS YOU DIDN’T KNOW ABOUT
the Bandra Festival
in Mumbai. The Hutch
brand’s presence The pug used in the original Network
has loomed large commercial aired in August 2003 is called
at the Odeon in ‘Cheeka’ and is originally from Goa.
Kolkata and Ranga
Shankara in Bangalore. The transition to pink had much debate on
In the sports arena, what should the colour be called – magenta,
Hutch has been fuchsia or some other exclusive name. Finally, it
associated with many was decided to call it pink as pink it was.
national and regional The pink Hutch T-shirt used in the Hutch Cup
tournaments for in Pakistan in February 2006 became so
cricket and rugby. popular that it was the magical entry coupon
Hutch is one of the to any area of the stadium anywhere
global partners for in Pakistan.
the ICC Champions
Trophy 2006 and ICC Cricket The tri stars on the logo are called ‘samosas’
World Cup 2007. It recently launched a by many.
promotion – Main Toh Chala World Cup –

SUPERBRANDS 93