"BPL is a very strong brand there (Mumbai) and there is no question of our replacing it with any another brand. Our philosophy is clear: we do nothing which doesn't enhance value for us," Mr Chandrasekhar told The Financial Express from Bangalore.

There has been speculation that BPL might use Orange, arguably the best known global cellular brand and now owned by partner France Telecom, in Mumbai. The brand may fall due for use by the year-end when Hutchison, the erstwhile owner of the brand, may totally withdraw the brand from India, including Mumbai, replacing it with a new global brand.

Technically, Hutchison can use the Orange brand in Mumbai till the term of the licence, which is 15 years, extendable by another 10 years. France Telecom holds a 26 per cent stake in BPL Mobile, one of the two cellular operators in Mumbai; the other one being Hutchison. France Telecom already has exclusive rights for using the brand in Delhi and the rest of India, and has been keen on gaining exclusive control over the Orange brand in India, including Mumbai.

France Telecom took over Orange Plc. in May last year. It also took with it the ownership of the Orange brand from the Hong Kong-based Hutchison Whampoa. Analysts also felt that BPL was a fairly strong brand and replacing it in Mumbai or anywhere else in India, with any other brand would make little sense for the company. "I don't think BPL should be very keen on Orange. When its own brand is so reputable, why should it pay royalty to use the brand. For rest of India also, BPL may not like to spend a lot on promoting the new brand," said one Mumbai-based analyst.