• Awarded in the ‘social contribution’ category for Idea Cellular’s Private Recharge service powered by PreTUPS™
  • One-of-its-kind electronic recharge service allowing women to recharge prepaid mobile connection at a retailer, without disclosing their mobile number

New Delhi, India – 01, June 2017: Mahindra Comviva, the global leader in mobility solutions, and Idea Cellular, one of the leading telecom operators in India, have won the 7th Annual Asia Communication Awards 2017 for Idea Cellular’s Private Recharge service powered by Mahindra Comviva’ PreTUPS™ electronic recharge solution. Mahindra Comviva was recognized for providing security and empowerment to women with Private Recharge in the ‘Social Contribution’ category at ceremony held in Singapore.


Idea Cellular’s Private Recharge service allows women customers to recharge their prepaid mobile connection, at any retail outlet without revealing their mobile number. This has been designed keeping in mind security concerns of women customers and their families. It also empowers women as they are no longer dependent on male family members for doing their recharges and paying bills.


Speaking on the occasion, Suresh Khosla, Vice President, Asia Pacific at Mahindra Comviva said, “We feel honored to receive this prestigious award for Idea Cellular’s Private Recharge service powered by our PreTUPS™ electronic recharge solution. Launched last year, Private Recharge has observed keen interest from consumers across the country. We are glad that our solution is empowering women and reducing the gender gap in mobile phone ownership.”


Further elaborating on the concept, Srinivas Nidugondi, Senior VP and Head of Mobile Financial Solutions, Mahindra Comviva said, “Increased access to mobile phone has benefited women in many ways by providing them access to livelihood, education, information, entertainment and security. However, security and privacy concerns related to sharing mobile number for recharge at a retailer outlet discourage them from accessing services. India has a huge mobile gender gap of 28% women versus 43% men who own mobile phone (as per a GSMA survey). To combat these challenges, Private Recharge is uniquely designed for female customers who do not wish to disclose their mobile numbers at retailer.”


“While there were many worthy entries in this category, the elegance of Mahindra Comviva’s solution won over the judges. Private Recharge is so pragmatic, so effective, and so easy to implement. It decreases harassment, and increases independence for women. This should become a world initiative,” said one of the Asia Communication Awards judge.


Idea Cellular’s Private Recharge powered by Mahindra Comviva’s PreTUPS™ is a step towards creating a safer world for women. It allows women customers to recharge anonymously at the retailer by sharing an ‘alias number’ instead of their actual mobile number. To access the service, customer needs to generate an ‘alias number’ by sending ‘CODE’ to SMS short code 55515. With private recharge, not only the woman but also her family feels confident about secrecy of her mobile number. Additionally, Private Recharge leads to reduction in spam sales calls as the number cannot be passed on to the sales agent.


Mahindra Comviva’s PreTUPS™ is world’s leading electronic recharge and prepaid management solution deployed globally by over 63 operators in 46 countries and used by 12% of world’s population. Mahindra Comviva’s PreTUPS™ clients, especially in South Asia, Middle-East and Africa appreciate the Private Recharge concept and recognize its need for ensuring safety and privacy of women in their country.


About Mahindra Comviva

Mahindra Comviva is the global leader of mobility solutions catering to The Business of Tomorrows. The company is a subsidiary of Tech Mahindra and a part of the $17.8 billion Mahindra Group. Its extensive portfolio of solutions spans digital financial services, customer value management, messaging and broadband solution and digital lifestyle services and managed VAS services. It enables service providers to enhance customer experience, rationalize costs and accelerate revenue growth. Mahindra Comviva’s solutions are deployed by over 130 mobile service providers and financial institutions in over 95 countries and enrich the lives of over two billion people to deliver a better future. In January 2016, the company acquired a controlling stake in Advanced Technology Solutions (ATS), a leading provider of mobility solutions to the telecom industry in Latin America to strengthen its in-region presence. For more information, please visit www.mahindracomviva.com


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Sundeep Mehta
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