India boasts of the biggest mobile customer base. But in a country where illiteracy is dormant innovative strategies are the key to reach out to those millions. And Bharati Airtel is breaking new ground with its matchless business model buffed Rural Airtel Service Centre.

Well this is not a swanky, air-conditioned franchise; in fact it is regular grocery stores in villages that would act as the Rural Airtel Service Centre . Other than selling FMCG products the grocery stores offer SIM cards and value added services other than recharging and activating mobile connections.

The telecom giant aims at increasing presence in rural India by starting 2, 00, 00 service centers in villages across India. The spotlight is on micro finance options and mobile money transfer services in untapped villages. In fact Airtel is already working with SKS Microfinance to offer loans to new Nokia customers.

This is really a wondrous way to double Airtel’s 100 million strong subscriber base. Real India lies in its villages and it looks like Airtel believes in the same.