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    Bharti unveils new corporate brand philosophy Launches new corporate identity programme

      New corporate brand philosophy - An extension from high growth group re-structuring announced recently. 
      Launches new credo of "Building Telecom. Building Partnerships". 
      New corporate philosophy - A commitment to further strengthen relationships with stakeholders . . . . including customers 
      New brand philosophy inspired by the global telecom revolution that brings the world together as 'one' 
      Bharti brand identity and campaign to have a new younger and global look & feel 


    New brand architecture showcases the AirTel brand as the lead driver for all telecom services in the group. 

    New Delhi, February 26, 2001 : Bharti Enterprises today unveiled the new group corporate identity and corporate brand philosophy. This unveiling is really an extension of the group's major restructuring exercise in August last year.

    The new look and feel of Bharti brand identity is based on the vision that the telecom companies of the future will have to operate in a radically different environment. Bharti believes that building corporations that build infrastructure and hence build nations begin with building strong relationships and partnerships with all its stakeholders viz. employees, customers, joint venture partners, financial institutions, government and industry.

    This strategic move also takes forward the ethos of change and the trends emerging from change :

         1. Geographical barriers are diminishing everyday.


         2. Convergence in technologies, services and products.


         3. The key differentiator for business success will be the relationship we
             share with our stakeholders - with an emphasis on employees and


         4. Telecommunications infrastructure will define a nations knowledge


    According to Mr. Sunil Bharti Mittal, Chairman & Group Managing Director, Bharti Enterprises "At Bharti we have always believed that partnerships are the real value creators of a successful enterprise. Today as telecom and IT, the pillars of infrastructure and key builders of nations converge to create a 'one world', Bharti's new corporate brand philosophy and corporate identity epitomize the spirit of 'global oneness' and the spirit of partnership."

    The new corporate brand philosophy at Bharti.

    With the trends for the future very clearly outlined, Bharti has set for itself the vision of making a big difference in the lives of it's stakeholders by building strong partnerships.


    "It's about an energized team
    It's about initiatives that build the future.
    It's about speed of response by getting there first.
    It's about working together as one.
    Reaching out. Touching. Communicating.
    Building telecom. Building partnerships.
    To build a better world."


    Adds Mr. Hemant Sachdev, Director, Marketing & Corporate Communications, Bharti Enterprises "At Bharti we have always been committed to offer the best consumer value by building strong leadership brands. Our basket of leadership brands . . . .AirTel, Mantra Online, Magic & Beetel are true symbols of the fine relationships we enjoy with our customers. Bharti's new identity today further re-inforces our commitment to strengthen our relationships, our partnerships to build a better world for all our customers . . . and stakeholders"

    Bharti's New Brand Identity : Rationale


    "The Bharti Orbit of Partnerships" - All perceptions begin with the eye. The new corporate brand identity is really symbolic of a new beginning. 


    The yellow colour reflects vibrancy and energy. The black of the lettering reflects solidity and resolve to make a difference.  
          A friendly and open approach is reflected by the lower case type style in Helvetica 95. 


    The orbit that envelopes the logo - 'the orbit of partnerships' as we term it with a hint of asymmetry evokes a sense of expanse with a touch of excitement of the fast changing canvas ahead. 


    The symbol with the Bharti Orbit of partnerships represents the qualities and attributes that are key to a successful communications based company, strength, vision, resolve, strategy, team and sensitivity. The logo will also carry under it a new credo, "Building Telecom. Building Partnerships", which will not only highlight what the group does best, but where the focus will be.

    Bharti Enterprises - A profile


    Bharti Enterprises, India's leading telecom conglomerate, has been at the forefront of technology and has revolutionised telecommunications with its world-class products and services. Established in 1976, Bharti Enterprises has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti has many joint ventures with telecom leaders like SingTel, Singapore; British Telecom, UK; E.M.Warburg Pincus, USA; Intel, USA; Telia, Sweden and New York Life International, USA.

    Bharti Enterprises has many firsts to its credit, ranging from being the first cellular service in Delhi, first private basic telephone service provider in the country, first Indian company to provide comprehensive telecom services outside India (Seychelles), fastest growing VSAT company in India, and first multinational Internet Service Provider. AirTel, the premier cellular service from Bharti in Delhi, Himachal Pradesh, Andhra Pradesh and Karnataka, has defined the cellular business through continuous marketing and technological innovations, consistently setting the benchmark for the Indian cellular industry. AirTel has the unique distinction of having been named India's best cellular service for four years in a row by receiving the Techies '97, Techies '98, Techies '99 and Techies 2000. Today, Bharti is India's largest telecom services company in the private sector.

    Mantra Online, under which Bharti-BT provides Internet services, is the first multi-national Internet service provider in the country. Bharti Telenet created history with the launch of the first private sector fixed line service in the state of Madhya Pradesh, which is today India's largest private basic telephone service. Bharti-BT VSAT is the fastest growing VSAT company in India, expanding the market through innovation and service leadership.

    Bharti Enterprises also plans to add long distance telephony and broadband services to its existing telecommunications portfolio in addition to extending its mobile and fixed line services to new markets within India.

    Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments, it is also the first company to export its products to the USA.

    Bharti is today recognized as a true infrastructure builder of the nation. Amongst it's series of rewards & recognitions, Bharti was recently awarded the first National Infrastructure Development Finance Corporation (IDFC) award for "Excellence in Infrastructure - 2000".