Idea Cellular and Mahindra Comviva have announced the availability of private recharge services in 14 telecom circles in India. The service basically allows women customers of Idea to recharge their prepaid mobile connection and pay their postpaid bills, at any retail outlet without revealing their mobile number.
In order to initiate the service, the female customer simply needs to generate a ‘private code’ by sending ‘CODE’ to SMS shortcode 55515. The ‘private code’ is then shared with retailer for completing the electronic recharge, instead of her mobile number. Mahindra Comviva’s PreTUPS electronic recharge solution stores the mapping between the ‘Private Code’ and customer’s actual mobile number and completes the electronic recharge.
Sashi Shankar, CMO, Idea Cellular said: "Ease of access, convenience and privacy are key to customer service at Idea. We were first operator in India to offer private recharge service and are now rolling this out on a pan-India level.”
Srinivas Nidugondi, SVP and head of mobile financial solutions, Mahindra Comviva said: “ Private Recharge is an all-inclusive solution which empowers all women, especially in rural areas. We have designed the product keeping in focus consumer’s behavior, cost constraints and education level of resource-poor women in low and middle-income countries like India.”
Idea private recharge was nominated in GSMA’s global mobile awards 2017 in ‘best mobile product, application or service for women in emerging markets’ category.