Strengthening Airtel Money’s channel strategy in India

• Sep 25, 2025
• 1 min

Airtel Money sought to understand its consumer value proposition better and address challenges across its sales and distribution network. This effort was part of its plan to expand mobile financial services in India. Airtel’s operations spanned tier I, II, and III cities. Airtel recognized the need to refine its channel strategy to align more closely with consumer needs and strengthen the effectiveness of its retail agents.

MSC was engaged to conduct a comprehensive market analysis and research across Delhi, Mumbai, Allahabad, Jaunpur, Patna, and Gaya. The study assessed Airtel Money’s commission and payout structures, examined sales operations and marketing practices, and identified critical gaps in retailer training, communication, and operational support. Through direct engagement with consumers, retailers, and distributors, MSC generated actionable insights into the challenges and opportunities in Airtel’s distribution channels.

The findings helped Airtel Money refine its product positioning and remedy distribution inefficiencies. MSC provided clear recommendations to optimize retailer effectiveness and align product design with channel strategy. Our work supported Airtel in its mission to build a more reliable, customer-centric, and scalable mobile money service.

The Bill & Melinda Gates Foundation commissioned the project.