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Friday, September 30th, 2005

BPL Mobile, Orange to lose identity

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Two of Mumbai’s oldest telecom brands. BPL Mobile and Orange, will be fading into oblivion shortly. Orange, Hutch Essar’s current brand in Mumbai, is likely to be replaced by the Hutch brand name soon, possibly as early as October, according to dealers.

Industry observers too felt that there was a likelihood of Orange changing its brand name to Hutch. However, sources close to the company denied that the brand change will be effected soon. In the long term, we will be changing our brand from Orange to Hutch but not immediately,” they said.

Mumbai is the only city where Hutch operates under a different brand name. the Hutch consolidation led to the introduction of a single brand name. Hutch, across the different circles in the country, extinguishing brand names like Celforce in Gujarat and Command in Kolkata.

The Orange brand name, which is now owned by France Telecom was introduced in Mumbai in February 2000.

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