Israni says, “I am focused on identifying possible areas where the company can trim its overheads – from re-engineering operations and rationalising network services to voice services and facilities.” This will help the company achieve operational efficiency, reduce costs and pass on the benefits derived from lower costs to users. The biggest challenge before him is to provide a consistently high level of customer service across a wide geographical area. His task is made more complicated by the inadequate infrastructure in Odisha. To tackle this challenge, the operator is strengthening its existing distribution network in the state.

From a business perspective, the low rural penetration levels in Odisha present lucrative opportunities for the company, Israni notes. To leverage these, Aircel has launched a wide range of voice and SMS-based products and services at various price points, with validities ranging from a day to a week to a month.

Talking about Aircel’s business strategy in Odisha, Israni says, “We are following a segmented approach to tap this market. For example, we are offering urban customers data-centric services while in the rural markets, we are offering a value-for-money proposition and providing products like full talktime.”

Going forward, Israni believes that 3G data and mobile value-added services (VAS) will be the key growth drivers for the telecom sector. In fact, in Odisha, VAS accounts for 30 per cent of the operator’s revenues. Of this, data services account for 50 per cent of the revenue.

Israni has over 20 years of industry experience, primarily in the FMCG and telecom sectors. He spent 15 years with Dabur India before opening his telecom innings. Looking back, Israni counts his tenure at Aircel as operation head for the Rest of Bengal circle as his most memorable assignment.

Professionally, Israni counts his analytical skills and ability to plan and implement innovative strategies as his biggest strengths. He believes in a participative style of management and makes his team a part of most problem-solving and decision-making exercises.

A movie buff, Israni enjoyed Chak De! India, in particular, for its inspiring story. He unwinds by spending time with his wife Rashmi and 11-year-old son Aaditya.