The decision by Reliance Industries Ltd’s telecom subsidiary to quietly discontinue its entry-level data plans represents far more than a routine tariff adjustment in India's competitive telecommunications environment. The move to eliminate popular prepaid offerings priced at ₹249 for 28 days with 1GB daily data allocation marks a decisive strategic pivot that could fundamentally alter the industry's approach to revenue generation and customer monetisation.By repositioning its 1.5GB daily plan at ₹299 as the new baseline offering, RIL’s telecom arm Reliance Jio Infocomm Ltd has conjured an effective 17% price increase at the entry level. It has also simultaneously closed the value gap with competitors Bharti Airtel and Vodafone Idea. This calculated manoeuvre suggests that the Mukesh Ambani helmed telecom venture has moved to maximising Average Revenue Per User over the subscriber acquisition strategy that defined its disruptive early years.
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