On Thursday, it was found that Bharti Airtel would have a newly organized structure for its operations in India and South Asia. This structure will be effective from August 1 and it is done to improve the efficiency.

The stocks are reacting positively and they were at Rs 395.45 increased by Rs 12.25 or 3.20 % on the BSE. It also touched a high of Rs 397.80 and a low of Rs 383.55 in the trade until now.

Bharti Airtel is currently operating in 19 countries across Asia and Africa and is the world's fifth-biggest mobile carriers. Mobile, fixed-line, digital TV and other consumer businesses such as mobile commerce will be part of this business to customer (B2C) unit whereas the business-to-business (B2B) unit will only serve the corporate.

Chairman and Managing Director Sunil Mittal said: "The new structure... is aimed at driving greater business and functional synergies, providing a common interface to customers, and creating a de-layered and more agile organization. The business units jointly make up 90% of the company's revenue”.

From the last three years, Bharti Airtel has been struggling to hold its market share in the country's fast growing mobile market but it has consistently lost market-share when counted in terms of number of subscribers, though it continues to be far ahead of others in value and in revenue metrics.