Going against the grain

Even as rivals like Jio and Bharti Airtel are fighting a pitched battle to woo and retain customers by offering Rs 50 a GB data packs, Vodafone in Mumbai is treading a completely different path. The British multinational telecommunication company is selling 3G data booster packs at a steep Rs 250, taking many by surprise. “Either Vodafone hasn’t heard of competition or it is not unduly worried,” suggested a rival CEO. Or maybe it has figured deep discounting is not sustainable.