Vol. 3, Issue 3, Part D (2017)

Abstract
Indian mobile industry is one of the fastest growing industries in the world. Indians are habituated to touch mobiles within a short span of a time. In the world India is second largest market for mobile service providers and it is a good avenue for network providers from indigenous and exogenous entrepreneurs. Not only Indian network providers but also global providers occupied and earn significant market share in the Indian mobile industry. Reliance Jio’s free tsunami creates lot of radical and unexpected changes in consumer’s behaviors and competitor’s strategies. The impact of this new entrant affects equilibrium in the mobile industry and makes rivals vulnerable that they resort to mergers and acquisitions in Indian mobile network providers. The major giants in the industry viz, Airtel and Idea strategically responding in a similar way. To strengthen themselves in the industry, Airtel and Idea acquiring Telenor and Vodafone respectively. The present research paper makes an attempt to examine the impact of new entrant R-Jio on competitive strategies of rivals in the industry.