A case study on market leaders and challengers of the Indian telecom industry (mobile phone segment) with special reference to reliance JIO‘s strategies and performance challenging existing firms

When any firm enters the market, it definitely aspires to grab the top position in the industry. With time, all firms in the industry secure a position for themselves, and then continually strive to grow and achieve a better position. On the basis of the achievement of firms, on different criteria, they fall in either of the categories viz; market leader, follower, challenger, or create a niche market for themselves. In this paper it is studied how leaders and challengers operate and what strategies and counter strategies, they may follow, to either defend their position or reach a higher one. In light of the above, the paper mainly seeks to analyze, the state of the art, of the mobile phone segment of the Indian Telecom Sector with special focus on the case of Reliance JIO, overtaking other leading firms in the telecom industry. The paper is mainly based on secondary data, where statistics pertaining to Indian Telecom Industry and legal aspects are studied to understand the strategies adopted by Reliance JIO to challenge the existing leaders.