About Sh.

Dhirubhai heerachand Ambani (the founder of the company)

Few men in history have made as dramatic a contribution to their country’s economic
fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind
a legacy that is more enduring and timeless.
As with all great pioneers, there is more than one unique way of describing the true genius of
Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of
men, the architect of India’s capital markets, the champion of shareholder interest.
But the role Dhirubhai cherished most was perhaps that of India’s greatest wealth creator. In
one lifetime, he built, starting from the proverbial scratch, India’s largest private sector
enterprise.
When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$
300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling
enterprise into a Rs 60,000 crore colossus—an achievement which earned Reliance a place on
the global Fortune 500 list, the first ever Indian private company to do so.
Dhirubhai is widely regarded as the father of India’s capital markets. In 1977, when Reliance
Textile Industries Limited first went public, the Indian stock market was a place patronised
by a small club of elite investors which dabbled in a handful of stocks.
Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to
participate in the unfolding Reliance story and put their hard-earned money in the Reliance
Textile IPO, promising them, in exchange for their trust, substantial return on their
investments. It was to be the start of one of great stories of mutual respect and reciprocal gain
in the Indian markets.
Under Dhirubhai extraordinary vision and leadership, Reliance scripted one of the greatest
growth stories in corporate history anywhere in the world, and went on to become India’s
largest private sector enterprise.
Through out this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the initial
investors in the Reliance stock, and creating one of the world’s largest shareholder families.
A DREAM COMES TRUE:
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai, who
single-handedly built India’s largest private sector company virtually from scratch, had stated
as early as 1999: “Make the tools of information and communication available to people at an
affordable cost. They will overcome the handicaps of illiteracy and lack of mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm)
started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone
was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th
birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wireline) and convergent (voice, data and video) digital network. It is capable of delivering a
range of services spanning the entire infocomm (information and communication) value
chain, including infrastructure and services — for enterprises as well as individuals,
applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life, relationship and help to develop these
concepts. Together, these ideas can be converted into products and services that have great
market potential.
VISION:
“We will leverage our strengths to execute complex global-scale projects to facilitate leading-
edge information and communication services affordable to all individual consumers and
businesses in India.
We will offer unparalleled value to create customer delight and enhance business
productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.

 We will leverage our strengths to execute complex global-scale projects to facilitate

leading-edge information and communication services affordable to all individual
consumers and businesses in India.
 We will offer unparalleled value to create customer delight and enhance business
productivity.
 We will also generate value for our capabilities beyond Indian borders and enable
millions of India's knowledge workers to deliver their services globally.
 To build a global enterprise for all our stakeholders, and a great future for our
country,
 To give millions of young Indians the power to shape their destiny. The means to
realize their full potential

VALUES:
 We will put customer first at all times, and built long term relationship with them.
 We shall believe interpretation and keep every commitment that we make.
 We will operate with honesty and integrity interpretation all our dealings.
 We treat every individual with dignity and respect.
 We will approach every endeavor with zeal & an attitude towards excellence.

 Shareholder Interest
o We value the trust of shareholders, and keep their interests paramount in every
business decision we make, every choice we exercise.
 People Care
o We possess no greater asset than the quality of our human capital and no
greater priority than the retention, growth and well-being of our vast pool of
human talent.
 Consumer Focus
o We rethink every business process, product and service from the standpoint of
the consumer – so as to exceed expectations at every touch point.
 Excellence in Execution
o We believe in excellence of execution – in large, complex projects as much as
small everyday tasks. If something is worth doing, it is worth doing well.
 Team Work
o The whole is greater than the sum of its parts; in our rapidly-changing
knowledge economy, organizations can prosper only by mobilizing diverse
competencies, skill sets and expertise; by imbibing the spirit of “thinking
together” -- integration is the rule, escalation is an exception.
 Proactive Innovation
o We nurture innovation by breaking silos, encouraging cross-fertilization of
ideas & flexibility of roles and functions. We create an environment of
accountability, ownership and problem-solving –based on participative work
ethic and leading-edge research.
 Leadership by Empowerment
o We believe leadership in the new economy is about consensus building, about
giving up control; about enabling and empowering people down the line to
take decisions in their areas of operation and competence.
 Social Responsibility
o We believe that organizations, like individuals, depend on the support of the
community for their survival and sustenance, and must repay this generosity in
the best way they can.
 Respect for Competition
o We respect competition – because there’s more than one way of doing things
right. We can learn as much from the success of others as from our own
failures.
MISSION:
 To attain global best practices and become a world-class communication service
provider-guided by its purpose to move towards greater degree of sophistication and
maturity.
 To work with vigor, dedication and innovation to achieve excellence in service
quality, reliability, safety and customer care as the ultimate goal.
 To consistently achieve high growth with the highest levels of productivity.
 To be a technology driven, efficient and financially sound organisation.
 To contribute towards community development and nation building.
 To be a responsible corporate citizen nurturing human values and concern for society,
the environment and above all, the people.
 To promote a work culture that fosters individual growth, team spirit and creativity to
overcome challenge and attain goals.
 To encourage ideas, talents and value systems.
 To uphold the guiding principle of trust, integrity and transparency in all aspects of
interpretation and dealings.
INDIA’S LEADING INTEGRATED TELECOM COMPANY:
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group
(ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock
Exchange, it is India’s leading integrated telecommunication company with over 80 million
customers.
Our business encompasses a complete range of telecom services covering mobile and fixed
line telephony. It includes broadband, national and international long distance services and
data services along with an exhaustive range of value-added services and applications. Our
constant endeavour is to achieve customer delight by enhancing the productivity of the
enterprises and individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,
coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was
among the initial initiatives of Reliance Communications. It marked the auspicious beginning
of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we can proudly
claim that we were instrumental in harnessing the true power of information and
communication, by bestowing it in the hands of the common man at affordable rates.
We endeavour to further extend our efforts beyond the traditional value chain by developing
and deploying complete telecom solutions for the entire spectrum of society.

LOOKING BACK, LOOKING FORWARD

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by
Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sector business
houses in terms of net worth. The group has business interests that range from
telecommunications (Reliance Communications Limited) to financial services (Reliance
Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).
Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest
private sector information and communications company, with over 80 million subscribers. It
has established a pan-India, high-capacity, integrated (wireless and wireline), convergent
(voice, data and video) digital network, to offer services spanning the entire infocomm value
chain.
CHAIRMAN’S PROFILE

Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-
2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's
foremost truly integrated telecommunications service provider. With a customer base of over
36 million including close to one million individual overseas retail customers, Reliance
Communications ranks among the top ten Asian Telecom companies. Its corporate clientele
includes 600 Indian, 250 multinational corporations and over 200 global carriers and owns
and operates the world's largest next generation, IP enabled connectivity infrastructure,
comprising over 150,000 kilometers of fiber optic cable systems in India, USA, Europe,
Middle East and the Asia Pacific region. For more information, visit:
Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D
Ambani, 48, is the chairman of all listed companies of the Reliance ADA Group, namely,
Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural
Resources.
He is also the president of the Dhirubhai Ambani Institute of Information and
Communications Technology, Gandhinagar
An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is
credited with pioneering several financial innovations in the Indian capital markets. He
spearheaded the country’s first forays into overseas capital markets with international public
offerings of global depositary receipts, convertibles and bonds.
Under his chairmanship, the constituent companies of the Reliance ADA group have raised
nearly US$ 3 billion from global financial markets in a period of less than 15 months.

Shri Ambani has been associated with a number of prestigious academic institutions in India
and abroad.
He is currently a member of:
 Wharton Board of Overseers, The Wharton School, USA
 Board of Governors, Indian Institute of Management (IIM), Ahmedabad
 Board of Governors, Indian Institute of Technology (IIT), Kanpur
 Executive Board, Indian School of Business (ISB), Hyderabad

In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha –
Upper House, Parliament of India, a position he chose to resign voluntarily on March 25,
2006.
Select Awards and Achievements
 Voted ‘the Businessman of the Year’ in a poll conducted by The Times of India –
TNS, December 2006
 Voted the ‘Best role model’ among business leaders in the biannual Mood of the
Nation poll conducted by India Today magazine, August 2006
 Conferred ‘the CEO of the Year 2004’ in the Platts Global Energy Awards
 Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management
Association, October 2002
 Awarded the First Wharton Indian Alumni Award by the Wharton India Economic
Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a
global leader in many of its business areas, December 2001
Selected by Asiaweek magazine for its list of 'Leaders of the Millennium in Business and
Finance' and was introduced as the only 'new hero' in Business and Finance from India,
June 1999.
OBJECTIVES:
 Strengths and enhances existing business roles.
 Drives greater empowerment, business focus, operational efficiencies and
customer value.
 Takes another significant steps towards institutionalization and building a
conglomerate of the future.

SWOT ANALYSIS
SWOT analysis can provide:
A framework for identifying and analyzing strengths, weaknesses, opportunities and threats.
This checklist is for those carrying out, or participating in, SWOT analysis. It is a simple,
popular technique which can be used in preparing or amending plans, in problem solving and
decision making.
Illustrative diagram of SWOT analysis If SWOT analysis does not start with defining a
desired end state or objective, it runs the risk of being useless. A SWOT analysis may be
incorporated into the strategic planning model. An example of a strategic planning technique
that incorporates an objective-driven SWOT analysis is SCAN analysis. Strategic Planning,
including SWOT and SCAN analysis, has been the subject of much research.

Strengths: attributes of the organization those are helpful to achieving the objective.
Weaknesses: attributes of the organization those are harmful to achieving the objective.
Opportunities: external conditions those are helpful to achieving the objective.
Threats: external conditions that is harmful to achieving the objective.

STRENGTHS WEAKNESS

 Low Entry Cost  Branding Image

 Commission Structure  Distribution problem
 Fast Activation Process  Limited product portfolio- Only
 Network Mobile
 Connectivity  Lack of Competitive Strength
 Data GPRS  Limited Budget

OPPORTUNITIES THREATS
  Preference of GSM over CDMA  Political destabilization.
 New Specialist application  New Entrants
 Rural Telephony  IT Development
 New Market, Vertical, Horizontal  Market Demand
Competitors` Vulnerabilities  Seasonality,Weather Effects

STRATEGIC WEAPONS OF RELIANCE

The sharpest weapon that a corporation can develop to survive and thrive, in the globalized
market place is competitiveness. Its cornerstone, as articulated by strategy Guru Michael
Porters is. its ability to create more value, on a sustainable basis, for the customer than its
rivels can. The competitiveness of a corp. flow froms a clearly defined strategy, devised after
analysis the different forces in the industry impacting on the company, According to
Porterian three generic alternatives:

Cost leadership, differentiation, or strategic focus.

Applying these principles along with the related ones of building entry barriers, erecting
economics of scale, developing marketing competitors Reliance has attained global levels of
competitiveness adopting a single unique route to attain competitive status (their competitive
weapon is the scale of operations).

Technology
Reliances led achievement in manufacturing is, of course, its comment once process
technology since its products do not need cutting edge. Not only has Reliance pushed its
production capacity beyond normal levels, its has develop supervisor processes to increase
the utilisation and cost efficiency levels.
The company has technical collaborations with Du-Pont Canada, Unipol/sheel technology
Japan, and Sinco technology Japan which name enhanced their capabilities in the areas of
production efficiency and quality improvements - this helping Reliance to supply to its
customers the best of quality at the right price.
Communication is the synergy of information and communication services brought about by
the digitalisation and convergence. In the fast moving and competitive knowledge era,
Communication is not only a driver of growth but also competitiveness. Reliance
Communication is revolutionising telecommunication in India by provisioning services that
would match with the leading operators of the most developed countries. These services are
the outcome of state-of-the-art network technologies that have been inducted in the Reliance
Communication network.
Our network consists of the latest switching, transmission and access technologies. The core
of the network consists of fiber deployed throughout the country. Deployed over the fiber
media are the DWDM and SDH transmission technologies in ring topology to provide ultra-
high bandwidth capacity and failure proof backbone. Besides circuit switched technologies,
the backbone also has an IP architecture and uses MPLS technology to carry data on an
overlay network. In addition gigabit ethernet provide broadband services on wireline access.
The switching technology deployed in our network is based on a combination of wireline and
wireless switches. While state-of-the-art digital feature-rich wireline switches meet the
growing needs of Indian corporates, the CDMA 1X based wireless switches are advanced
enough to provision not only quality spectrum efficient voice services but also 144 kbps of
data rates besides SMS and MMS services. CDMA 1X provides an in-built connectivity to
internet which gives users the power of accessing internet and data services anytime. These
switching technologies enable us to provide high quality of voice and data services to give a
new experience to users.
The entire network is seamlessly integrated with the deployment of a range of operations and
business support systems (OSS / BSS). These systems help make our operations more
efficient and customer friendly. In addition, the state-of-the-art NOC helps us monitor our
entire network at one place. Call center technologies deployed would help us give the best
customer service.
Finally, the most important aspect of our services is the range of feature-rich CDMA 1X
handsets with wider colour display at attractive prices. All handsets are data enabled that
permit users to access our bouquet of services.
The technologies help Reliance Communication to provide world class telecom services in
both voice and data at prices affordable by the Indian masses.
Advertising & promotional strategy
“Doing business without advertising is like winking at a girl in the dark, you know what you
are doing but nobody else does”.
Reliance is a big or one may say a massive industrial by :- with its rapid industrial vertical
integration it has created awareness and an image for itself, in the domestic as well as
international markets. This itself is a promotional tool.
Vast recognition to Mr.Ambanis achievement in business magazines, newspapers.
International magazine have itself helped in promoting the company and is good in the
country. Recognition to Mr. Ambani work hear also seen when he received the awarded for
the best industrialist by the Wharton school of management USA.
Most of the advertising for Reliance is done by the Advertising Agency "Mudra" which is
there in house agency.
The company is an industrial product advertiser. Some most common objective of its one to
inform, to bring in orders, to stimate queries, to empanel the marketers name on the buyers
panel of sources industrial advertising is prepared in the form of message inserted in trade
journals and lay press. It motivates the distributors. It also seeks to develop and build up a
corporate image. It reminds the final consumer about the part it play in offering to them the
final product.
Reliance's customer focused R&D efforts comprise a critical part of its competitive arsenal
used for creating customers and enhancing market share.
Quality initiatives at Reliance are closely integrated with R&D efforts, R&D is aimed at
product quality enhancement, enhancing customer serve, new product developments, process
improvement, and development of more environment friendly processes.
Reliance's customer focused R&D efforts comprise a critical part of its competitive arsenal
used for creating customers and enhancing market share. New product applications developed
by the R&D team continue to be key drivers of incremental demand growth for Reliance's
products. While introducing new products, technical interaction with customers is encouraged
for understanding their requirements to fulfill their quality needs. R&D efforts are thus fine
tuned to deliver solutions. The focus of the R&D and market development efforts is not
merely to sell and service customers but to deliver value.
Reliance's R&D efforts are through ongoing internal efforts as well as joint efforts in
collaboration with the premier research organizations in India such as National Chemicals
Laboratory, University Department of Chemical Technology (UDCT), Indian Institute of
Technology (IIT) and the Bhabha Atomic Research Centre (BARC).
Reliance's Product Applications Research Center (PARC) has been at the forefront of
applications research in India. PARC - the technical wing of Reliance - is active in various
customer awareness initiatives and development of new product applications.
Equipped with most modern instruments and equipment and manned by well talented
technologists. PARC is today a state of the art technology center in the Indian petrochemical
industry. Its regular publications and programs meet with great acceptance from customers.
The many presentations made by PARC teams over the year have been recognized as well
researched and highly relevant. These presentations and other PARC initiatives have
established Reliance's position as a company dedicated towards applying latest technology
for the customer's benefit in an environment friendly way.
We believe that : Our aims of employee development are not just about acquiring skills to
solve specific problems but also expanding minds to address problems and opportunity which
have not become apparent with full understanding of cross functional linkages.
Continuing personal development is the constant obligation of all employees and constant
responsibility of all Executives, Managers and Supervisors. The development and use of
human potential and a learning organization is our bridge to continue success in the future.
ORGANISATIONAL STRUCTURE

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Product Profile
Consumer:-
a) Mobile: - CDMA and GSM
b) Wireless phone.
c) Wireless Terminal
d) Reliance Land line
e) Black Berry
f) Reliance Passport
g) Reliance Netconnect
h) Reliance IPTV
i) Reliance Global Call
j) Reliance Netconnect Broadband+
k) Big T.V
Type Public
Industry Telecommunications
Founded 2004
Founder(s) Dhirubhai Ambani
Headquarters Navi Mumbai, Maharastra, India
Area served India
Key People Anil Dhirubhai Ambani (Chairman)
Satish Seth (MD)
Products Wireless
Telephone
Internet
Television
Parent Reliance Dhirubhai Ambani Group
Subsidiaries Reliance Telecom Limited
Reliance Globalcom Limited
Reliance Tech Services
Reliance Communications Infrastructure Limited
(RCIL)
Reliance Big TV Limited
Reliance Infratel Limited
Website Rcom.co.in

CONCEPT OF RELIANCE COMMUNICATION

Anil Ambani: Telecom person of the year 2007
His marketing strategy has made millions of Indians happy, they got the best mobile tariffs
in the world-local call costs at 15 paise/minute, and STD call at 40 paise/minute
NEW DELHI, INDIA: When the VOICE&DATA jury, comprising eminent professionals
from the telecom field, met in Delhi in June to choose the Telecom Person of the Year 2007,
the five-hour selection process was steamy.
The reason was obvious: The telecom sector is growing faster than any other segment and
naturally their CEOs have a lot to crow about. The jury had to select one from three CEOs,
who had made it to the final list through nominations from the industry and the initial
scrutiny. Among the three, one of the main contenders was a young CEO. The jury decided
that he should come back next year to try and win the coveted award. The list now had two
names-both CEOs of two well-known companies. The pivotal difference between the two:
one is an entrepreneur and the other is not so popular, as his credit is shared among a number
of his big daddies.
Following a five-hour closely held, hotly debated discussion, the name was announced: Anil
Dhirubhai Ambani, chairman of Reliance Communications. Anil Ambani joined Reliance
Industries (currently promoted by his brother Mukesh Ambani, following their split) in 1983
as co-chief executive officer. Forbes ranked him number 104 among the World's Richest
People in 2006. The Ambani family faced criticism when it announced its ambitious plans to
build a countrywide telecom network, as its prior expertise lay in commodities-textiles and
petrochemicals-business only. Apart from that telecom needs a service-oriented mindset,
critics felt. What they did not remember was how the family had served its millions of
shareholders.
Policies in India are made in line with Ambani's vision, says an industry expert. His business
acumen and closeness to politicians assisted him in making it to the Rajya Sabha in June
2004, as an independent member. Ambani chose to resign voluntarily on March 25, 2006.
AN OVERVIEW OF CURRENT MARKET SCENARIO
Reliance Communications (formerly Reliance Communications Ventures) is one of India's
largest providers of integrated communications services. The company has more than 20
million customers and serves individual consumers, enterprises, and carriers, providing
wireless, wireline, long distance, voice, data, and internet communications services through a
number of operating subsidiaries. The company sells communications and digital
entertainment products and services through its chain of Reliance Web World retail outlets.
The company's Reliance Infocomm subsidiary provides wireless communications services
throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani
Group.
The current network expansion undertaken by Reliance is the largest wireless network
expansion undertaken by any operator across the world.
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm)
started laying 60,000 route kilometres of a pan-India fibre optic backbone. This backbone
was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th
birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire
line) and convergent (voice, data and video) digital network. It is capable of delivering a
range of services spanning the entire infocomm (information and communication) value
chain, including infrastructure and services — for enterprises as well as individuals,
applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life.
We will leverage our strengths to execute complex global-scale projects to facilitate leading-
edge information and communication services affordable to all individual consumers and
businesses in India.
We will offer unparalleled value to create customer delight and enhance business
productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.