Airtel and Jio Scrap their lower priced Prepaid Plans, Push Users to ₹299 as Part of ARPU Boost Strategy

Telecom giants Bharti Airtel and Jio have quietly discontinued their popular ₹249 prepaid plans, which offered 1GB of daily data for 28 days, unlimited calls, and 100 SMS. Airtel users are now forced to upgrade to the ₹299 plan, which extends validity to 32 days (4 extra days) and adds 4GB of data, while retaining same benefits like free HelloTunes, Xstream Play, and AI access. Jio has also removed its ₹249 plan and now offers 1.5GB daily data on its ₹299 plan, making it the new entry-level option. Notably, Jio no longer offers any plan with a 1GB daily data cap. The move follows a broader industry push to raise Average Revenue Per User (ARPU), with Airtel’s Gopal Vittal highlighting that Indian data prices are unsustainably low—even compared to poorer nations. He argued that the current pricing structure disincentivizes upgrades, as basic plans offer generous benefits, often leading wealthier users to stay on low-cost recharges. While the shift will improve telcos’ revenues and financial health, it risks hurting price-sensitive consumers. Vodafone Idea may follow suit to stem subscriber losses and encourage migrations. The change signals a strategic pivot toward value over volume, but raises concerns about affordability for India’s mass-market mobile users.