Robi faces complaints from GP, Banglalink over Airtel branding

Robi Axiata is facing anti-competitive complaints from two of Bangladesh's largest telecom operators, Grameenphone (GP) and Banglalink, over its continued use of the Airtel brand, which they say violates conditions set during Robi's 2016 merger with Airtel.

GP, in a letter to the regulator in September, complained that Robi's use of the Airtel brand misleads customers, creates brand confusion, and allows Robi to benefit unfairly from Airtel's international reputation.

The letter, signed by CEO Yasir Azman, urged the Bangladesh Telecommunication Regulatory Commission (BTRC) to take action to maintain fair competition and protect consumer confidence.

GP also cited a December 2022 news report in which the regulator's Legal and Licensing Division stated that continued use of Airtel branding in violation of the merger terms could lead to regulatory action.

Just over a month later, Banglalink filed its complaint on the issue in October through a letter signed by Chief Corporate and Regulatory Affairs Officer Taimur Rahman. Banglalink submitted its complaint "in the public interest," citing a broader range of violations.

Banglalink's complaint highlighted two specific conditions from the BTRC's 2016 merger approval: Condition 20, which mandates all advertising and marketing be under the "Robi" name, and Condition 10, which prohibited Robi from using Airtel's "016" number series beyond a two-year period without prior written approval from the BTRC.

"Contrary to these binding directives," Banglalink's letter states, "Robi continues to actively issue SIM connections under the 016 number code and engages in widespread brand promotion and customer-facing operations under the 'Airtel' name."

The company notes there is "no publicly available evidence" of the BTRC granting an extension for this use.

Both complaints refer to the BTRC's responsibility under the Bangladesh Telecommunication Regulatory Act, 2001, to ensure fair competition in the telecom sector.

The two operators are demanding a formal investigation, with Banglalink asking the commission to direct Robi to stop using the 016 number series and Airtel branding and to clarify publicly whether any approvals exist for its continued use.

ROBI REJECTS ALLEGATIONS

Robi has rejected the allegations. Shahed Alam, chief corporate and regulatory officer, said the company has government and regulatory approval to use the Airtel brand.

"We wish to reiterate that the matter concerning the Airtel brand has been fully resolved. Both the telecom ministry and the BTRC have formally approved the use of our Airtel brand," he told The Daily Star.

"Furthermore, we can categorically confirm that there is no restriction -- either from the court or from our merger consent -- on marketing or operating under the Airtel brand," he added.

He emphasised that a single company can legally operate multiple brands, and that using a brand does not imply a separate legal entity.

"It is important to distinguish between a company and a brand. A single company may legitimately operate multiple brands, and the existence or use of a brand does not imply a separate legal entity. Any attempt to blur this distinction only serves to create unnecessary confusion among consumers and industry stakeholders," he said.

Maj Gen (retd) Md Emdad ul Bari, chairman of the BTRC, told The Daily Star that the regulator "will proceed with the matter based on the law."

The telecom sector has seen multiple anti-competitive allegations in recent times. Earlier, Robi itself filed a complaint against GP at the Bangladesh Competition Commission, highlighting issues of unfair market practices.