T24 Mobile, the retail mobile joint venture between Kishore Biyani’s Future Group and Tata Teleservices has launched operations in Mumbai and Rest of Maharashtra telecom circles. The GSM based service was first launched in Andhra Pradesh in June 2010, and is now operational in 18 telecom circles including Karnataka, Gujarat, West Bengal, Jharkhand, Chhatisgarh, Orissa, Punjab, Haryana, Rajasthan, Uttar Pradesh, Tamil Nadu, Kerala, Madhya Pradesh, Mumbai and Maharashtra; a total of 310 stores in 76 cities. The venture is targeting 10 million customers in three years. Note that these customers will be reported to the TRAI as Tata Teleservices subscribers, just as Virgin Mobile subscribers are.

As we reported at the time of the launch of the service, it brings in rewards for customers who shop at Future Group’s retail stores including Big Bazaar, Food Bazaar, Pantaloons, Central, Brand Factory, Home Town, eZone and Aadhar. Based on how much they shop for in these stores, customers get free talk-time and are offered special deals and promotions when they buy paid recharges. The free talktime offers for Maharashtra (The T24 website doesn’t list Mumbai separately) are as follows:

The cumulative free talktime that the customer gets has to be consumed within 90 days  from the date of last credit. A new connection can be purchased at Future group’s retail stores, which is also where users will be able to recharge their phones(in addition to Tata Docomo outlets). It comes at a price of Rs 49 and offers a tariff of 1paise/second or 50paise/minute for local calls.

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