Why Airtel and Reliance Jio planning HUL tie-up

Mumbai: Indian telecom giants Bharti Airtel and Reliance Jio are in talks with Hindustan Unilever (HUL) for tie-ups to offer localised discounts on the latter’s home and personal care brands through neighbourhood stores, three persons familiar with the matter, said.
Once finalised, the initiative could be a game changer for the two rival telcos as well as the consumer conglomerate. The telcos will expand beyond time-bound tariff plan oriented content tie-ups to find expand customer base and push them towards higher tariff plans to boost average revenue per customer (ARPU). At the same time, telemapping consumers will give HUL cloud-based analytics for better insight into consumer behavior.