Voda Idea turns to cheap recharges for regaining 14 mn lost subscribers

Vodafone Idea is renewing its focus on low-end recharges like Rs 20 and Rs 49 in a bid to regain 14 million subscribers the merged telco has shed recently. However, the continued spend on premium customers through content partnerships may strain the company on both ends of the average revenue per user (ARPU) scale.

According to media reports, Vodafone Idea is seeking to introduce a recharge plan of Rs 20, cheaper than its existing Rs 35 plan. The strategy is to regain customers it lost to the SIM consolidation in the past three quarters.

The telco has lost revenue share in most circles where the merger of the two mobile networks has been completed, according to a report by JM Financial.