Idea Cellular, owned by the Aditya Birla group of India, introduced its mobile services in Mumbai on Wednesday, August 20. At the launch of the mobile service, Kumar Mangalam Birla, the Aditya Birla group chairman, said, ‘Mumbai is the commercial capital of India. From today, we will set the mobile telephony standards in this city.’

He thereafter added that August 20, 2008 will be a landmark day for the Idea Cellular company as it strengthens its position as the leading telecom player in India. Idea Mumbai targets to have an initial network of 1,000 cell sites and will operate on a 1,800 MHz frequency.

The Idea Cellular mobile service in Mumbai will be supported by a 24x7 call centre as well as 60 exclusive showrooms. Kumar Mangalam Birla informed that they are also going to enter the data card and the local phone booth segment.