AKTEL rebrands as Robi

29 Mar 2010

Axiata (Bangladesh) Ltd has dropped its ‘AKTEL’ brand name in favour of a new moniker, ‘Robi’, reports Bangladeshi newspaper The Daily Star. The cellco, a subsidiary of Malaysia’s Axiata Group, made the switch in an attempt to ‘localise’ its branding as it increasingly aims to penetrate rural regions. The word ‘Robi’ was apparently chosen as it carries a range of meanings representing the emotional and cultural bonds of Bangladeshis. ‘As Bangladesh’s future telecom market will be rural-based, identification with a Bengali word is expected to add value,’ said Biddyut Kumar Basu, chief commercial officer of Axiata Bangladesh at a press conference.

Bangladesh, Robi Axiata,


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