BTRC promises action as Robi and Airtel face branding issues

The Bangladesh Telecommunication Regulatory Commission (BTRC) gave the green light for the merger of Robi Axiata Limited and Airtel Bangladesh Limited On October 26, 2016, with a clear directive: all products and services should be marketed solely under the Robi Axiata Limited name. 

Despite this, the company continues to promote offerings under both the Robi and Airtel brands, raising concerns about compliance with regulatory standards.

A recent visit to the Airtel Bangladesh website shows that promotions for various services—including recharge offers, internet plans, and international call tariffs—are still prominently displayed under the Airtel brand. 

Attempts to log in using a Robi number were also unsuccessful, highlighting the ongoing confusion.

While Robi insists that Airtel is merely a sub-brand, Airtel‍‍`s website positions it as a global entity under Bharti Enterprises. 

The merger was finalized on January 28, 2016, and Robi commenced operations as a merged entity on November 16, 2016. Following this, Robi was granted permission to use the Airtel brand for the 016 series aimed at Bangladeshi customers.

Corporate law expert Barrister M. Sarwar Hossain pointed out that if the merger agreement does not explicitly permit the use of the Airtel name, Robi should not be using it at all. He expressed frustration over the BTRC‍‍`s lack of action regarding these apparent violations.

In 2022, the BTRC took a firmer stance by banning advertisements for voice and data packages under the Airtel name. 

The commission also required the removal of existing Airtel promotions, further complicating the brand‍‍`s usage.

According to a report of the Daily Bonik Barta, the Ministry of Finance had played a significant role in speeding up the merger approval process, recommending a total of BDT 60.7 billion (607 Cr) to finalize the deal, which included fees and spectrum rights. 

Additionally, they proposed Voluntary Retirement and Separation Schemes for employees affected by the merger.

Experts emphasize that while the merger process was swift, the ongoing issues surrounding brand usage remain unresolved. 

BTRC Chairman Major General (Retd.) Md. Emdadul Bari acknowledged the complexities of the situation and assured that the commission is actively reviewing the matter and will take legal steps as necessary.