Vodafone-Idea lowers minimum recharge plan threshold to Rs 20

NEW DELHI: Vodafone-Idea has lowered its minimum recharge plan threshold to Rs 20, from Rs 35, in the first major change in strategy by new CEO Ravinder Takkar to stem the exodus of subscribers, which has dragged the telco’s topline despite a rise in average revenue per user (ARPU).
According to people aware of the development, the latest initiative by Vodafone-Idea — which fell to third place by revenue market share (RMS) behind rivals Reliance Jio and Bharti Airtel — is being offered to select subscribers through messages. ET checked with the telco’s multiple retail outlets who confirmed the latest price plan with a validity of 28 days. The operator, however, did not respond to ET’s queries till press-time Friday.
One of the persons mentioned above said that Vodafone-Idea’s strategy is to make its current crop of inactive customers active by getting them on board with the Rs 20 recharge plan.