Vegetable vendors to sell CDMA phones

Reliance has taken sales and marketing to a new extreme, to promote cellular telephony in the rural areas. Not only are they rapidly expanding their deployments, but they are actually roping in vegetable mandis, cable operators, and cooking gas operators to market and sell their products. This is even more grassroot than the ITC plan of using e-Choupals as a platform for advertising. And even more grand, both in vision, as well as in scale.