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Bharti Airtel

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

HomeSWOT AnalysisBharti Airtel


This report on Bharti Airtel is part of our comprehensive coverage of the top 10,000 global companies. It is created and updated at a rapid pace to provide the latest information available.

For Premium members only, full access to this study on Bharti Airtel, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis and a myriad of additional high value sections is available.

We identify potential new products and services, forecast future market trends, and prognosticate synergies between Bharti Airtel and other organisations, all apart from the analysis-driven sections.

Company Description

Bharti Airtel is a leading global telecommunications company headquartered in New Delhi, India. Founded in 1995, the company provides mobile, fixed line, broadband and digital TV services to customers in 20 countries across Asia and Africa. Its main products and services include voice, data, digital TV and mobile commerce, as well as enterprise services. Bharti Airtel serves customers in India, Sri Lanka, Bangladesh, Mauritius, Africa and the Channel Islands.

Industry Overview

The primary industry Bharti Airtel operates in is telecommunications, which is estimated to be a $1.5 trillion industry. The industry employs over 2 million people around the world, with a significant presence in Europe, Asia, and Africa. Bharti Airtel is the largest mobile network operator in India, with over 300 million customers, and is one of the top five telecommunications companies in the world. The company also provides services in 20 countries across Asia and Africa.

Industry Classification

In terms of formal classification, Platform Executive has tagged Bharti Airtel as a business operating within the Telecommunications Services industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Method for determining an optimal location for a base station
Patent ID: US20190172192A1
Date: June 20, 2019.

Patent Title: Method and system for transmitting control information to a wireless device
Patent ID: US20190172190A1
Date: June 20, 2019.

Patent Title: Method and system for managing resources in a wireless communication system
Patent ID: US20190172191A1
Date: June 20, 2019.

Patent Title: Method and system for controlling a base station
Patent ID: US20190172189A1
Date: June 20, 2019.

Patent Title: System and method for efficient scheduling of downlink traffic
Patent ID: US20190168698A1
Date: June 13, 2019.

Patent Title: Method and system for providing user mobility in a wireless communication network
Patent ID: US20190168696A1
Date: June 13, 2019.

Patent Title: System and method for efficient scheduling of uplink traffic
Patent ID: US20190168697A1
Date: June 13, 2019.

Patent Title: Method and system for managing resources in a wireless communication system
Patent ID: US20190168652A1
Date: June 13, 2019.

Patent Title: Method and system for providing user mobility in a wireless communication network
Patent ID: US20190168651A1
Date: June 13, 2019.

Patent Title: Method and system for controlling a base station
Patent ID: US20190168650A1
Date: June 13, 2019.

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Mobile services: 2G, 3G, 4G/LTE, Voice over LTE (VoLTE), Wi-Fi Calling
  • Fixed-line services: High-speed broadband, Landline services
  • Digital services: Airtel Payments Bank, Airtel Money, Wynk Music, Airtel TV, Wynk Movies, Airtel Xstream, Airtel Xstream Fiber
  • International services: International Roaming, Incoming Roaming, Airtel Global Calling Card
  • Corporate services: Airtel Business, Airtel Solutions, Airtel Mobile and Enterprise Solutions
  • DTH services: Airtel Digital TV, Airtel Xstream Stick (Android TV)
  • Other services: Airtel Secure, Airtel Thanks, Airtel Recharge, Airtel Wi-Fi Calling.

Key Competitors

We have identified the following organisations as being key competitors:

  • Vodafone India
  • Reliance Jio
  • Idea Cellular
  • BSNL
  • Aircel
  • Tata Docomo
  • MTNL
  • Telenor India
  • MTS India
  • Videocon Telecommunications
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Customers are the primary stakeholders of Bharti Airtel. They are the ones who purchase and use the company's products and services.

2. Employees: Employees are the second key stakeholders of Bharti Airtel. They are the ones who are responsible for the day-to-day operations of the company and its products and services.

3. Investors: Investors are the third key stakeholders of Bharti Airtel. They are the ones who provide the capital for the company's operations and expansion.

4. Suppliers: Suppliers are the fourth key stakeholders of Bharti Airt

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Bharti Airtel different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Bharti Airtel and its position within the marketplace.

Bharti Airtel is a leading telecom company in India with a wide range of products and services to meet the needs of its customers. The company offers a comprehensive range of voice and data services, including voice telephony, broadband, television, and digital services. Bharti Airtel is also one of the largest wireless providers in the world, with over 1.3 billion customers in more than 220 countries.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Wide Network Coverage: Bharti Airtel has one of the widest network coverage in India and its network is spread across all the major cities and towns.

Innovative Products and Services: Bharti Airtel is constantly innovating and introducing new products and services that meet the changing needs of customers. It offers a range of prepaid, postpaid and enterprise solutions.

Robust Infrastructure: Bharti Airtel has one of the most robust and reliable infrastructure in terms of both its network and customer service support. This gives it a competitive edge over other telecom companies.

Cost-Effective Solutions: Bharti Airtel offers its services at cost-effective prices, which makes it attractive to both businesses and consumers.

Robust Customer Service: Bharti Airtel provides excellent customer service. Its customer care representatives are well-trained and they provide timely and accurate solutions to customer queries.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Individual Customers
  • Business Customers
  • Corporate Customers
  • Prepaid Customers
  • Postpaid Customers
  • Broadband Customers
  • DTH Customers
  • Enterprise Customers
  • Wi-Fi Customers
  • Mobile Money Customers

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Growing Competition: The telecom industry in India is highly competitive. Bharti Airtel is facing stiff competition from both international and domestic players. This is likely to increase in the coming years as more players enter the market. This could impact Bharti Airtel's market share, pricing power, and profitability.

Increasing Regulatory Pressure: The Indian telecom industry is highly regulated. Bharti Airtel is subject to stringent government regulations and policies. Any changes in these regulations could significantly impact its operations. Additionally, the government has also proposed to levy additional taxes on the telecom industry. This could further reduce its profitability.

Technological Advancements: Technological advancements such as 5G and the Internet of Things (IoT) are expected to revolutionize the telecom industry. Bharti Airtel must invest in research and development to stay ahead of its competitors. The company also needs to ensure that its products and services are compatible with the latest technologies.

Changing Customer Preferences: The telecom industry is constantly changing due to changing customer preferences. Customers are increasingly seeking personalised services and products. To stay ahead of the competition, Bharti Airtel must understand customer needs and preferences and offer products and services that meet their expectations.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Bharti Airtel include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Airtel Cloud Storage: A cloud storage service that provides businesses and individuals with secure storage, backup, and collaboration capabilities.

Airtel Secure Payment Solutions: A secure payment gateway that makes it easy for customers to make payments and receive refunds.

Airtel Connect: An app that allows customers to connect with Airtel representatives, get help with technical issues, and get updates on the latest offers.

Airtel Rewards: A loyalty program that rewards customers for their loyalty with discounts, rewards points, and exclusive offers.

Airtel TV: A streaming service that allows customers to watch live TV, sports, news, and entertainment on their mobile devices.

Airtel Money: A mobile wallet that allows customers to instantly send and receive money, make payments, and check their balance.

Airtel Online Store: An online store that allows customers to purchase Airtel products and services.

Airtel Customer Care: An online customer service portal that provides customers with an easy way to get help and resolve issues.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Microsoft: Microsoft and Bharti Airtel have partnered to bring digital literacy and technology skills to the masses in India.
2. Samsung: Bharti Airtel has partnered with Samsung to launch 4G services in India.
3. Ericsson: Bharti Airtel has partnered with Ericsson to deploy a nationwide LTE network.
4. Nokia: Nokia and Bharti Airtel have partnered to expand 4G services in India.
5. Apple: Bharti Airtel and Apple have partnered to launch the Apple Music streaming service in India.
6. Google: Google and Bharti Airtel have partnered to bring Google’s Android One smartphones to India.
7. Alcatel-Lucent: Bharti Airtel has partnered with Alcatel-Lucent to roll out 4G services in India.

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
Bharti Airtel's Porter's 5 forces are as follows:

1. Supplier Power: LOW. Bharti Airtel has a large number of suppliers, giving it considerable leverage in negotiations. The company is also able to switch suppliers easily due to the availability of substitutes.

2. Buyer Power: LOW. The company has a large customer base and HIGH brand loyalty. This gives it considerable power in negotiations with buyers.

3. Threat of Substitutes: LOW. There are few substitutes for Bharti Airtel's services. This gives the company a HIGH degree of pricing power.

4. Threat of New Entrants: MEDIUM. The telecommunications industry is capital intensive, making it difficult for new entrants to compete. However, the industry is also HIGHLY regulated, which creates additional barriers to entry.

5. Competitive Rivalry: MEDIUM. The telecommunications industry is HIGHLY competitive, with a large number of firms vying for market share. Bharti Airtel faces significant competition from both domestic and international players.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Bharti Airtel's customers include individual and corporate customers who use the company's mobile telecommunication services and services related to digital television.

Actors: Bharti Airtel has a large number of stakeholders including its customers, shareholders, employees, suppliers, government and regulatory bodies, and the community.

Transformation process: Bharti Airtel's transformation process focuses on the delivery of digital services to its customers. This process involves providing high-quality, reliable, and cost-effective services such as mobile telecommunication, digital television, broadband, and other related services.

World view: Bharti Airtel seeks to provide innovative and reliable services to its customers and to become a global leader in the telecom sector. The company believes that by providing superior services, it can create value for its customers and stakeholders.

Owners: Bharti Airtel is owned by Bharti Enterprises, a leading Indian conglomerate, and Singtel, a Singapore-based telecom company.

Environmental constraints: Bharti Airtel operates in an environment characterized by intense competition, regulation, and technological change. The company must also comply with local laws and regulations and be mindful of the environmental impacts of its operations.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Bharti Airtel business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Diversified Businesses: Airtel has a diversified business portfolio which includes mobile services, fixed line broadband, DTH, and enterprise services. This provides Airtel with a hedge against risks in any one business and also allows it to cross-sell its products and services.

2. Strong Brand Equity: Airtel has built up a strong brand equity over the years and is one of the most trusted brands in India. This gives Airtel a significant competitive advantage, especially in the highly competitive Indian telecom market.

3. Extensive Distribution Network: Airtel has an extensive distribution network with over 1.5 million retail outlets across India. This provides Airtel with a large reach and enables it to quickly rollout new products and services.

4. Strong Financial Position: Airtel is a financially strong company with a strong balance sheet. This gives Airtel the flexibility to invest in new growth opportunities and also weather any tough times.


Below is a list of opportunities we have identified for the business:

1. Increase market share. Bharti Airtel can expand its business through acquisitions and joint ventures, which would increase its market share and customer base. This can be done by leveraging its financial strength and presence in different regions, particularly in Africa.

2. Optimize pricing and packaging. Bharti Airtel can optimize its pricing and packaging by offering attractive plans, bundled packages, and discounts. This would help the company to attract more customers and increase profitability.

3. Focus on innovation. Bharti Airtel needs to focus on innovation and develop new products and services, such as 4G and 5G services, to meet customer needs. This can help the company stay ahead of the competition and increase its revenues.

4. Improve customer experience. Bharti Airtel can enhance its customer experience by improving its customer service, introducing automated customer service portals, and offering personalised services. This would help the company to retain existing customers and attract new ones.


Below is a list of the weaknesses we have identified for the business:

1. Lack of a clear differentiation strategy: Bharti Airtel has failed to develop a clear differentiation strategy in the Indian telecom market, which is highly competitive. As a result, it has been losing market share to rivals such as Vodafone India and Idea Cellular.

2. Poor quality of service: Bharti Airtel has been consistently ranked as the worst telecom operator in terms of quality of service, according to surveys conducted by the Telecom Regulatory Authority of India (TRAI). This has resulted in customers switching to other operators.

3. High levels of debt: Bharti Airtel has a debt of Rs. 1,06,682 crore as of March 31, 2017, which is a major concern. This high debt level has led to rating agencies such as Standard & Poor’s and Fitch Ratings downgrading the company’s credit rating to ‘junk’ status.

4. Weak presence in rural India: Bharti Airtel has a weak presence in rural India, where only around 20% of its customer base is located. This is a key weakness as the rural telecom market is growing at a faster pace than the urban market.


Below is a list of the threats we have identified for the business:

1. Regulatory Risk: Bharti Airtel is subject to regulation by several government and regulatory bodies in the countries in which it operates. Changing regulations, such as tariffs, taxes, regulations on interconnection, and other licensing regulations, can significantly impact Bharti Airtel's ability to compete in the market.

2. Competitive Threat: Bharti Airtel faces stiff competition from other telecom operators in the markets it operates in. These competitors are continuously innovating and investing in new technologies to gain market share. This can lead to pricing pressure and reduced market share for Bharti Airtel.

3. Technological Risk: Bharti Airtel is exposed to technological obsolescence risk as new technologies emerge in the market. Keeping up with these technologies requires considerable investments and resources. Failure to do so can lead to a competitive disadvantage.

4. Financial Risk: Bharti Airtel is exposed to financial risks such as inflation, foreign exchange rate fluctuations, and interest rate volatility. These can have an adverse impact on the company's financial performance.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Bharti Airtel. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Bharti Airtel, as well as areas where the company needs to improve its operations or strategy.
Company: Bharti Airtel is a leading telecommunications service provider in India, offering a wide range of services, including mobile, fixed-line, landline, broadband, DTH and enterprise services. The company has over 300 million customers across India and is one of the largest telecom companies in the world.

Collaborators: Bharti Airtel has partnerships with a wide range of companies, including device and equipment manufacturers, technology providers, content providers, and other service providers.

Customers: Bharti Airtel's customers include individuals, businesses, and government agencies. The company offers a variety of services to meet the needs of its customers, including voice, data, and entertainment.

Competitors: Bharti Airtel faces competition from other telecom operators in India, including Reliance Jio and Vodafone Idea.

Content: Bharti Airtel offers content and services across a variety of platforms, including its website, mobile apps, and TV. The company also offers a range of entertainment services, including music, movies, and sports.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Bharti Airtel as having an innovation score of B2.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Bharti Airtel forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 6th June 2023

Industry Keywords