India’s state-owned telecom operator, has once again trimmed the validity of one of its affordable prepaid plans. After earlier reducing the validity of its ₹99 plan, the company has now shortened the duration of its ₹147 plan as well. This change has increased the daily cost for consumers, impacting budget-conscious mobile users. The ₹147 plan now offers reduced value without any reduction in price, which is creating concern among users.
BSNL’s ₹147 Plan Now Valid for Only 25 Days
Previously, BSNL’s ₹147 prepaid plan came with a 30-day validity. Now, that same plan will expire after just 25 days. This reduction of five days translates into a daily cost increase for users. Earlier, the plan cost ₹4.90 per day, which has now gone up to approximately ₹5.88 per day. While the overall validity has been reduced, the plan’s benefits remain unchanged.
Under this plan, users will still receive a total of 10GB of data for the entire validity period. It continues to offer unlimited voice calling across all networks, making it suitable for users with moderate data needs and regular calling habits. However, the plan does not include any free SMS benefits, which is something that may deter some customers.
BSNL’s Trend of Reducing Validity
This isn’t the first time BSNL has reduced the validity of a budget-friendly plan. Just a short time ago, the telecom provider also decreased the validity of its ₹99 plan. Originally, this plan came with 18 days of usage, but BSNL cut it down to 17 days, and now it stands at just 15 days.
The ₹99 plan, like its more expensive counterpart, includes unlimited voice calling benefits. BSNL has also added 50MB of data to this plan, which was not available earlier. This addition, however, doesn’t fully compensate for the two-day reduction in validity. For many users, especially those in rural or low-income segments, even a small change in validity can significantly affect their telecom budget.
Why the Changes Matter
For millions of users across India, BSNL’s affordable prepaid plans have been a lifeline, offering basic connectivity at pocket-friendly prices. However, the reduction in validity means that users must recharge more frequently, indirectly spending more over time. While ₹5 or ₹10 extra may not seem like a major issue for some, for daily wage workers and students relying on limited budgets, every rupee counts.
Additionally, the shift increases user churn risk. As private telecom operators such as Jio and Airtel continue to offer competitive pricing and bundle additional features such as SMS, OTT subscriptions, and higher data caps, BSNL needs to rethink how it retains its core user base.
Impact on BSNL’s Prepaid Strategy
BSNL has traditionally relied on low-cost plans to appeal to rural and semi-urban populations. These plans were especially popular among users with minimal internet needs but regular voice calling usage. Now, with reduced validity, these plans lose some of their appeal.
BSNL must balance its financial sustainability with user satisfaction. While cost-cutting is essential, it must not alienate the very users who depend on these affordable plans. Unlike Jio or Airtel, BSNL does not offer bundled entertainment services with most of its plans, which means price and reliability are its main selling points.
Reducing validity makes BSNL less competitive in a market where private players are constantly upgrading user experience through high-speed networks, better customer service, and value-added services.
Comparison With Private Telecom Players
When compared to similar price range plans from private operators, BSNL’s offerings now appear less attractive. For instance, Jio’s plan at ₹149 offers 1GB per day for 20 days along with 100 SMS per day and unlimited calls. Airtel’s ₹155 plan provides 1GB data for 24 days with similar benefits. Both these operators offer a more integrated package, making their plans more value-packed despite slightly higher prices.
BSNL’s ₹147 plan provides only 10GB for the entire period, without any SMS or bundled apps. For users looking at holistic packages, this could push them to switch to other networks.
Strategic Timing and User Sentiment
The timing of this change is also notable. With inflation and rising cost of living affecting households, telecom users are becoming more price-sensitive. Any increase in daily costs, even marginal, is likely to affect their brand loyalty.
Moreover, BSNL has yet to fully roll out its 4G services across the country. With patchy internet experience still a concern in many regions, reducing validity in existing plans without significant network improvements might not be well received.
Need for Value Addition
BSNL needs to consider value addition to make these changes more palatable to users. Introducing SMS benefits, offering night-time data usage, or giving bonus data on recharges could help mitigate user dissatisfaction. The current strategy of reducing validity without compensating users through other channels may backfire in the long run.
Transparent communication is also critical. Users must be informed well in advance about plan changes. Sudden reductions in validity can create confusion and erode trust, especially among older users or those not actively tracking plan updates.
BSNL’s Position in the Market
BSNL has long been a government-backed player with a significant rural footprint. Its reputation for affordability and wide availability has earned it a loyal customer base. However, it faces stiff competition from well-funded private operators that are constantly innovating.
To maintain relevance, BSNL must not only upgrade its infrastructure but also adapt its tariff strategy in a user-centric manner. Plans should be tailored for different segments — data-centric youth, senior citizens who value voice calls, and rural customers with limited budgets.
BSNL’s decision to reduce the validity of its ₹147 prepaid plan may seem minor, but its impact is far-reaching. It increases daily costs, reduces perceived value, and creates a potential disconnect with loyal users. While the plan still offers basic data and unlimited calling, the lack of SMS and shorter validity reduce its competitiveness.
For BSNL to retain its user base and stay viable in a cutthroat telecom market, it must strike a better balance between cost efficiency and user satisfaction. Introducing more benefits, improving network reliability, and offering better customer service could help BSNL regain lost ground.
As the telecom sector evolves rapidly, even small changes can affect user behavior. BSNL must ensure that in its bid to stay financially afloat, it doesn’t compromise the trust and loyalty of millions of its everyday users.
