Hutch has again done it!! After pioneering in bringing up creative advertisements to catch the imagination of the youth, it has come up with another master stroke in the way of "Chota Recharge", a prepaid voucher that starts as low as Rs. 10.
It has happened to me and am sure it has happened to others also... By the end of the month, I run out of talktime and hence will be out of touch with friends till the next salary day comes....apparently because I have to pay 500 bucks to again get it recharged!!
Well, Hutch's honchos has just understood this aspect of the consumer behaviour and have come up with recharge coupons with small denominations. I am sure everyone would have seen the ad in the TV!
I did some digging as to the reasons behind this strategy and here's what I found. Apparently, industry research shows customers hesitate to renew because of the high processing fee and in this scheme, there is no processing fee if the service is renewed within the validity period. The only deduction is the service tax of 8%. And it seems 80% of India's mobile telephony users are prepaid customers.
I sincerely hope others (read: Airtel) follow suite which will again the change the face of Indian telephony.
PS: Mobile tariffs in India is the lowest in the world!
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