Led by strategic investments in upgradation of its technological infrastructure andaugmentation of its digital prowess SITI added new touchpoints of customer engagement todeliver enhanced experience and satisfaction.

The sudden imposition of the nationwide lockdown in March 2020 which saw the cableservices being included under essential services propelled us at SITI to move withremarkable alacrity and agility to embrace a whole new way of working. We effectivelyformed a chain of our own people – engineers and other ground staff – to ensureuninterrupted service for our customers. Our call centre teams also stretched themselvesto keep the customers’ cable TV and Broadband networks operational at all times withseamless delivery of content to keep them safely inside their homes.

I feel a strong sense of pride in the SITI Family which rose to the difficult occasionto deliver to each and every expectation of its customers while ensuring strict adherenceto all COVID safety protocols. I extend my heartfelt thanks to all of them with thepromise that SITI shall continue to support you at every step of this challenging journeyjust as you have assisted us in ensuring business continuity in this difficultenvironment.

As ensuring seamless on-ground connectivity became a huge challenge amid the lockdownSITI adopted a differentiated approach to business choosing growth over slowdown andexpansion against reversion. Led by its keen focus on sustained operational efficienciesand deep-rooted relationships with employees and partners the Company worked relentlesslyto ensure a smooth transition into the new business reality.

Through the peaks and troughs of the crisis that overwhelmed the world during the yearwe worked closely with all stakeholders – from the Regulator to the BroadcastersLCOs and customers to deliver on our holistic value proposition. Even as we expanded ourBroadband footprint to meet the critical demand of the large ‘Work-from-Home’population in new Tier II cities we continued to invest in updating the systems andprocesses to facilitate compliance with the New Tariff regime as part of NTO 2.0guidelines in our Cable TV business.

With accelerated adoption of advanced digital tools and methodologies we movedexpeditiously to harness the market opportunities unleashed by the Government approval forinfrastructure sharing in the MSO space. We are also excited to introduce our Next GenSITI PlayTop Magic Android TV Set Top Box and iOS/Android Apps for our customers givingthem the ease of converting any Television set into a Smart TV.

At the same time we remain steadfastly focussed on improving operational efficienciesacross systems processes and people to deepen our ground connect. We shall continue towork closely with our distribution partners for increased sweating of ground assets goingforward. Coupled with our non-negotiable compliance to all regulatory norms and thehighest standards of professionalism we believe this will drive us towards greatercustomer loyalty and stickiness in the indeterminate environment that still prevails as wemove into the next fiscal. Our collective efforts will guide us through the tribulationsof these tough times and I believe we shall emerge stronger from this crisis to serve ourcustomers better and more efficiently.

Best Wishes