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The case examines the brand repositioning exercises undertaken by Bharti Cellular Ltd, a leading cellular service provider in India. It also provides an insight into the trends in the cellular market. The case discusses how Bharti constantly repositioned its Airtel brand to expand its market and meet the challenges posed by the changing trends in the Indian cellular market during the late 1990s and early 2000s. It also critically discusses the rationale behind Bharti''s repositioning and restructuring efforts and the effectiveness of these initiatives. The case is structured to enable students to: (1) understand the dynamics of the cellular services market in India; (2) discuss the brand repositioning and restructuring strategies adopted by Bharti Cellular Ltd; (3) understand the importance of brand positioning in the success of a company; and (4) discuss the future prospects of Airtel brand in the light of increasing competition and brand repositioning initiatives undertaken by Bharti. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing management curriculum.