Idea cellular is a leading GSM mobile service operator with over 20 million customers. Idea has licenses to operate in about 11 circles of India. Idea covers nearly 45% of India's population and is expecting to cover the 50% of the potential Indian telecom market. With its retail outlets under the "Idea n U" banner, it is also the first company to offer flexible tariff plans for prepaid mobile holders. The company also offers GPRS services for its urban customers.
The company has proved itself a leader in Value Added Services. Innovation is central to Idea. The first cellular company to launch music messaging along with services like 'Cellular Jockey', 'Background Tones', 'Group Talk', voice portal with 'Say Idea' and Mobile Email Services, the company feels that Customer Service and Innovation are its drivers.