The Tatas are rebranding as well as revamping their 3,000 plus telecom retail outlets across the country. The company has kicked off the process to rename all its retail outlets — Tata Indicom — which will be synergised with the colour blue. At present, the retail outlets operated by the Tatas provide CDMA-based cellular services and are branded as True Value Shop or Hub depending on their size.

“We have just started the process and completed the rebranding of the first Tata Indicom outlet. At the same time, we are also doing a survey to evaluate the locations of our retail outlets. We want to ensure that they are at the right places.

We are also giving special training to the personnel managing Tata Indicom stores,” the company’s president (marketing) Abdul Khan said in an interaction with ET. The company is also in the process of adding 500 outlets by the end of this fiscal. Mr Khan said the rebranding was amongst the multiple steps the company has taken to transform its image from a value-for-money brand to an aspirational brand.

Another step towards being an aspirational brand is to address the limited availability of high-end handsets in the CDMA space. The company has taken the first step by expanding its handset portfolio to offer the Moto Q and the new range of high-end handsets from Samsung, including the model that offers the dual SIM (CDMA & GSM), Mr Khan said.

He also claimed that the company’s focussed marketing campaign had yielded phenomenal results: “We found that the brand awareness has moved to 85% while ad awareness has moved to 80%. The preference for Tata Indicom has moved up to 21% from 14% in the beginning of the year,” Mr Khan said.