Hutchison Essar Unveils New Unified Brand

Hyderabad, May 24: | Updated: May 25 2002, 05:30am hrs
In a clear departure from its earlier decision on extending the Orange brand to the existing and new circles, the fourth cellular operator Hutchison Essar has for the first time, launched a new unified brand - ‘Hutch’, to give a new colour to the future operations.

The move is set to preempt the confusion in the minds of customers and expected to give a new impetus to the company. The new brand Hutch would henceforth be the official brand for Delhi and the soon-to-be launched circles of Andhra Pradesh, Karnataka and Chennai, Mr Asim Ghosh, director of Hutchison Essar, told the presspersons here on Friday.

The move also shows the Hutchison’s readiness to launch the services in the new circles in the next few weeks. Andhra Pradesh Chief Minister Mr N Chandrababu Naidu made the first call to the Governor Dr C Rangarajan in the morning.

In keeping with its phased plan to unify cellular brands pan-India, the new brand has been conceptualised and developed by the same team who created Orange, which is today recognised as an outstanding global marketing success story, Mr Ghosh said.

The company has earmarked an amount of Rs 1,200 crore to be spent over next 12 months in the new southern circles and the necessary funds have been tied up for this purpose. We have substantially invested to start the operations, Mr Anshuman Ruia, director, Essar Group, said.

‘‘We have readied the network and would be in a position to launch the services once the necessary clearances, including the spectrum, have been obtained. We expect that we will be in a position to launch the services in the next few weeks’ time’’ Mr Ghosh said.