The company was incorporated in 1995 as Birla Communications Limited and launched the Idea brand name in 2002. It became a pan-India operator in 2009 with over 57 million subscribers. Its vision is to be the most customer-focused mobile brand through continuous innovation. Its competitors include Airtel, Reliance Communications, and Vodafone. It has acquired operators such as RPG Cellcom and Tata Cellular to expand its network and market share across India. Maintaining quality of service, expanding networks, and increasing market share against strong competition remain ongoing challenges.