Airtel bows before Raj Thackeray

MUMBAI: Cellular service major Bharti Airtel on Tuesday accepted a demand from the Maharashtra Navnirman Sena to have Marathi as the first language option in its customer interactive voice system for its Mumbai customers.

The Airtel move came after MNS chief Raj Thackeray said other cellular companies was offering Marathi as the first option. After Mr Thackeray's speech on MNS' fourth anniversary, MNS workers reportedly attacked Airtel showroom in Thane though the police denied any such incident had occurred.

In a written communication faxed to newspaper offices, Bharti Airtel extended "Gudi Padwa wishes" to the MNS chief and acknowledged his demand. "We are in receipt of a communication from your office to have Marathi as the first language option in our customer interactive voice system...We wish to inform you that we have incorporated the necessary changes," the communication says. Further, Airtel has also informed the MNS chief that Marathi is already the first option existing in the Maharashtra telecom circle, consisting of the rest of the state.

Earlier in the day, Mr Thackeray, addressing MNS workers on the fourth anniversary, expressed displeasure over Airtel's alleged failure to incorporate announcements in Marathi. Soon afterward, MNS workers allegedly attacked Airtel's showroom in neighbouring Thane.

The MNS chief pointed out that Vodafone had started IVR in Marathi but Airtel was citing technical problems. These problems were evidently solved by the MNS chief's intervention.