Bharti Airtel has announced a new organizational structure for its operations in India and South Asia. Under the new arrangement, the company will split into two separate customer business units, Business to Customer (B2C) and Business to Business (B2B), each focusing on its dedicated segment. The B2C business unit will be further segregated into Consumer Business and Market Operations divisions. The company has also assigned separate responsibilities to top execs for different regions in its South Asian operations.

According to the company, the new structure, which will be effective starting 1st August, will help in driving greater business and functional synergies, provide a common interface to customers and create a de-layered and agile organization. The restructuring would also enable Bharti Airtel to rejig its organizational structure from the present model, under which the company is divided into mobile, enterprise, digital and telemedia units, to a new customer facing model.

B2C Business Unit

Airtel’s B2C business unit will cater to retail customers, homes and small offices, and will combine operations of all its previous units including Mobile, Telemedia, Digital TV, and other emerging businesses (like M-commerce, M-health, M-advertising). It will consist of Consumer Business and Market Operations divisions.

According to the company, the Consumer Business group will focus on customer experience, product and service innovation (including data, VAS, new products/services), and aim at building an ecosystem around the B2C services. K Srinivas will take charge of the vertical as President, Consumer Business.

The Market Operations group will be responsible for taking products and services to customers in South Asia. It will work in tandem with the Consumer Business division. The company has further bifurcated Market Operations into three regions, each headed by an Operations Director. The North, East & Bangladesh operations will be headed by Ajai Puri; South & Sri Lanka operations will be headed by Vineet Taneja; and operations in the West will be headed by Raghunath Mandava.

B2B Business Unit

The B2B business unit will focus on serving large corporate and carriers through Bharti Airtel’s portfolio of telecommunication solutions. Drew Kelton will continue as the head of the B2B division.

K Srinivas, Ajai Puri, Raghunath Mandava and Vineet Taneja, along with Drew Kelton, will report to Sanjay Kapoor, CEO – India & South Asia. Atul Bindal, who led the Mobility Business of the company, for more than 2 years, will move into a role within the Group.

Earlier, The Economic Times in one of its reports, had estimated a loss of 2,000 jobs, following the restructuring. It had cited several Bharti executives and reported that Managers had been told to cut positions in their teams. In its response, Bharti had said that the restructuring would have minimal impact on people.