Books 2 Byte
Strategies of successful brands
In 1992, a research firm gave a market report to Bharti Airtel. Talking about it in a media interview, in 2000, Sunil Mittal reminisced that the report had spoken of a market for 5,000 cellular phones in Delhi. “That was one more confirmation that these reports were silly and nonsensical, so we tore and threw it away. Even before the project was up, I was sure that on the first day of booking, we would have 5,000 connections, leave alone the market being that size!” reads a snatch of Mittal-speak cited in ‘Darwin's Brands: Adapting for success' by Anand Halve.