Airtel, Vi make international roaming standard in postpaid plans

International roaming, traditionally positioned as an expensive travel service, is rapidly becoming a standard inclusion in postpaid plans as major Indian telecom operators seek new avenues for customer differentiation. Airtel and Vodafone Idea are leading this strategic repositioning, bundling roaming benefits into their core postpaid offerings to enhance loyalty and justify premium pricing.

The move reflects a broader industry trend where telcos are moving beyond basic connectivity to offer bundled services that cater to growing consumer expectations. By integrating international roaming into standard plans rather than treating it as an à la carte addition, operators aim to provide perceived value that justifies higher monthly charges and reduces churn among their most profitable customer segments.

This competitive maneuver underscores the intensifying battle in India's postpaid market, where differentiation has become critical amid saturated mobile penetration. As voice and data commoditization continues, operators are leveraging travel-related services and loyalty programs to create distinct positioning and improve customer retention metrics.

Industry analysts note that this bundling approach allows telcos to better compete against each other while potentially driving incremental revenue through higher average revenue per user. The inclusion of international roaming benefits also aligns with changing consumer behaviors, particularly among frequent travelers and business professionals who form a significant portion of postpaid subscriber bases.