The case describes the growth trajectory of Vodafone Gujarat, one of the most successful circles of Vodafone India. Successive leaders of Vodafone Gujarat followed a highly entrepreneurial approach for building a market leadership position in urban and rural markets. The case provides a detailed description of how to execute growth strategies in the telecom sector, especially by designing a decentralized distribution structure, cementing first-mover advantage through trust, customizing products and services, and integrating with network rollout. The context of the rural market and bottom of pyramid customer segments makes this case relevant to other emerging economies.

In mid-2014, revenue market share of Vodafone Gujarat declined slightly ending decades of consistent growth. The cirlce had emerged as the market leader against some stiff competition from other leading players, viz. Airtel and Idea in one of key circles- Gujarat- in western India. Successive leaders had followed growth principles of superior network coverage, customer centricity, and innovation. The aggressive entrepreneurial approach was supported by autonomous structure. The new head of circle had the onerous task of arresting the decline and reviving local team.