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Many argue that the success of Airtel is largely because of Bharti’s first mover advantage. In contrast, in all their other (relatively new) businesses, they probably have somewhat of a last mover disadvantage. But a word about SBM, the ‘new age entrepreneur’ is perhaps in order here. Simply surviving (minus the deep pockets of the other biggies in the business mind you), let alone profiteering, in the cat-eat-cat world of capital-intensive big business takes vision, guts and above all, a killer instinct. Sunil had the vision to apply for a telecom licence at the right time and long before the biggies jumped in, he was selling mobile connections – when the price of a handset was Rs.40,000 and calls used to cost a whopping Rs.32 per minute.

When the next set of telecom licences were handed out, large industrial houses jumped in with big bucks. Unfazed, Mittal continued to lay the roadmap for Airtel. He deftly manipulated bureaucratic speed-breakers, competitive sharp turns and raised enough capital to build his infrastructure to achieve the targets he had set for himself. Next, when the entire industry was busy guarding their individual infrastructures, in 2004, SBM went ahead and boldly outsourced Bharti’s cellular network operations to its equipment vendors - Nokia, Ericsson and Siemens. His logic: telecom is a people’s business and so he must focus on customer service. Competition sniggered once again, only to recognise the intelligence of the move later. Two years down, other telcos also began hiving off their tower businesses. His model worked. Airtel recently was the first Indian service provider to cross the 100 million subscribers mark, growing by about three million new additions every month.

Now yeh Bharti maange more! But given the aura, success and grandeur of brand Airtel, can Sunil extract the same value from his other businesses? It should be noted that whenever a well entrenched player in a particular sector has forayed into other sunrise sectors, the path has not been easy. Take the shining example of India’s business monarch, Mukesh Ambani, who deviated from his core competence in the petro-chemical business and ventured into retail; only to falter. Ratan Tata’s ventures into telecom and retail have not really acquired the stature they could have given his deep pockets, huge manpower resource and influence. So what is in store from the next leap of the Mittal brothers? But before, we examine their options, here’s the caveat. Airtel’s m-Cap of Rs.1.52 trillion is a difficult mountain to scale for any of Mittal’s new businesses – at least in the medium term. The analysis of all Bharti Enterprise’s diversifications merely gauges their potential and whether they can ever become the cash cow that Airtel already is!

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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