PERPLEXITY MAGIC OF AI: NOW FREE IN YOUR HANDS
Airtel has partnered with Perplexity AI to offer a free one-year subscription to Perplexity Pro for all of its 360 million users. Announced on July 17, 2025, the collaboration gives Airtel customers access to Perplexity’s AI-powered search and answer engine, which delivers real-time, conversational responses based on the latest web data. The service is available to users across mobile, broadband, and DTH platforms through the Airtel Thanks app.
Perplexity Pro offers advanced features tailored for professionals and frequent users. These include higher daily search limits, access to top-tier AI models like GPT-4.1 and Claude, and the ability to choose specific models for different tasks. It also supports deep research, image generation, file analysis, and includes Perplexity Labs—an exclusive feature for turning ideas into prototypes.
India is working to cut reliance on global tech firms by building sovereign cloud infrastructure, open data platforms, and supporting local startups. But experts caution that these steps alone may not be enough to counter Big Tech’s influence. In some cases, they might even strengthen it by aligning with existing global systems. To create a truly independent and inclusive AI ecosystem, India will need stronger regulations and deeper investment in homegrown innovation.
INDIA’S AI ASCENT: A RAPIDLY EVOLVING LANDSCAPE
India is emerging as a major force in the global artificial intelligence (AI) space, undergoing a rapid “AI Ascent.” Strong government backing and a booming startup ecosystem are driving this growth, drawing both local and international investment into AI-focused ventures.
The country benefits from a large talent pool, with top engineering institutions and a rising number of AI researchers contributing to innovation and technical expertise.
Across sectors like healthcare, agriculture, finance, and education, AI adoption is gaining momentum, enabling smarter, more scalable solutions. These developments are transforming India’s tech landscape and boosting its position in the global AI race, marking the country as a rising hub for AI innovation and leadership.
INDIA’S AI ASCENT: Advantages
Largest AI Talent Base:
- India has the largest pool of skilled AI talent in the world, with over 600,000 AI professionals as of early 2025.
- This number is expected to grow to 1.25 million by 2027.
- India ranks second globally in AI talent, just behind the United States.
Scalable Foundation:
- Platforms like Aadhaar (digital identity), UPI (unified payments interface), and ONDC (Open Network for Digital Commerce) provide a unique, scalable foundation for AI adoption
Vast Data:
- Widespread internet and smartphone use in India generate vast amounts of data, essential for training and improving AI algorithms.
- The IndiaAI Dataset Platform is designed to offer easy access to high-quality, anonymized datasets for AI development.
IndiaAI Mission:
- The ₹10,300 crore IndiaAI mission is a transformative initiative aimed at setting up high-end shared computing infrastructure, including plans for 34,000 GPUs, while also promoting innovation hubs, skill development, and trusted AI practices
INDIA’S AI ASCENT: Disadvantages
High Computational Costs:
- The immense computational costs associated with training and deploying large AI models can be prohibitive for widespread adoption, especially for smaller entities.
Job Readiness Concerns:
- Employers sometimes raise concerns about the job readiness of a portion of Indian engineering graduates, indicating a need for more practical and industry-aligned training.
Misuse of AI:
- The risk of AI being misused for harmful purposes—such as mass surveillance or autonomous weapons—demands careful oversight and strong safeguards to prevent abuse.
PERPLEXITY AI: YOUR INTELLIGENT RESEARCH COMPANION
Perplexity is an AI-powered search engine and research assistant launched in December 2022 by Aravind Srinivas, Denis Yarats, Johnny Ho, and Andy Konwinski.
The platform actively combines real-time web search, conversational AI, and transparent citation features to deliver accurate and reliable information. Designed to support a wide range of tasks, Perplexity enables users to perform quick fact-checking, in-depth research, content summarization, coding assistance, and more, all while maintaining clarity on the sources of its information.
Pro Search
The paid version prompts follow-up questions, refines context, and supports file uploads, image generation, APIs, and internal knowledge search.
Perplexity Assistant
A multimodal Android/iOS assistant capable of managing tasks like ride-booking, calendar reminders, and email drafts.
Comet Browser
A Chromium-based AI browser that automates tasks across tabs—emails, reservations, online shopping—initially in private beta for Perplexity Max subscribers
Answer Engine + Citations
Provides direct answers supported by inline citations, enabling easy verification and deeper exploration.
AIRTEL HANDS-ON WITH PERPLEXITY
Bharti Airtel has teamed up with Perplexity to provide a 12-month Perplexity Pro subscription for free to all of its 360 million customers, a service that usually costs around ₹17,000 per year. The offer extends to users across Airtel’s mobile, broadband, and DTH services. This landmark initiative seeks to make advanced AI tools more accessible to the masses in India, empowering users with cutting-edge research and information capabilities at no cost.
WHAT IS AIRTEL’S MASTERPLAN ON THIS?
In India’s highly competitive telecom sector, where rivals like Reliance Jio focus on aggressive pricing, Airtel is differentiating itself by offering more than just voice and data. The inclusion of a premium AI tool like Perplexity Pro adds unique value that goes beyond traditional OTT content bundles.
- Boosting Customer Retention: By giving customers free access to a high-utility service like Perplexity Pro, Airtel aims to enhance user engagement and reduce churn, especially among postpaid and high-ARPU customers who are more valuable to the business.
- Attracting New Subscribers: The unique value proposition of free AI could attract new users looking for enhanced digital tools.
- Increased Engagement: Access to Perplexity Pro—featuring advanced search, in-depth research, and content generation tools—is expected to boost data usage as users engage more regularly with the AI platform.
- Future Monetization: Although the Perplexity Pro subscription is free at first, a successful trial could encourage many users to become paying customers after the offer ends. This has the potential to increase Airtel’s average revenue per user (ARPU) over time.
PERPLEXITY’S MASTERBRAIN ON IT
This is Perplexity’s first partnership with an Indian telecom company, granting it immediate access to an enormous user base of 360 million. This is a crucial step for global expansion into one of the world’s fastest-growing digital economies.
- Fast User Growth and Brand Visibility: Offering Perplexity Pro for free to millions of Airtel users is helping the platform gain rapid adoption and recognition in India. The app reportedly topped the download charts on Apple’s App Store soon after the launch, outpacing competitors like ChatGPT.
- Diverse Training Data: The large influx of queries from a wide range of Indian users—including students, professionals, and homemakers—offers perplexity-rich, real-world data. This helps improve its AI models, especially for Indian languages and regional contexts.
- Future Revenue Opportunities: While the first year is free, a positive user experience could lead many to become paying subscribers once the trial ends, creating a new revenue stream for Perplexity.
- Expanding Strategic Partnerships: This collaboration with Airtel builds on Perplexity’s earlier tie-up with Motorola and ongoing talks with Samsung. Working with a major telecom player strengthens its multi-pronged distribution strategy and broadens its reach beyond smartphones.
FUTURE OF THIS PARTNERSHIP
This partnership makes advanced AI tools more accessible to millions of Indians, lowering entry barriers and speeding up AI adoption across different user groups.
It could set a new trend for telecom companies, shifting their focus from entertainment bundles to offering productivity-driven AI services.
Other telecom players, especially Reliance Jio, may now feel pressured to launch their own AI partnerships or homegrown AI solutions to stay competitive.
As more users gain access to AI tools, they will become more comfortable using conversational AI for searching information and completing tasks.
Indian regulators must actively monitor AI usage trends and update policies to ensure ethical, safe, and responsible deployment of such powerful tools at scale.
CONCLUSION
The Airtel-Perplexity partnership marks a bold and strategic step forward for AI adoption in India. By making advanced AI tools widely accessible, it not only empowers millions of users but also reshapes the telecom industry’s competitive landscape. This move positions India as a growing force in the global AI ecosystem, opening doors for innovation, economic growth, and digital transformation.
At the same time, the rapid rollout of such powerful AI capabilities highlights the urgent need for strong regulatory frameworks. Ensuring ethical use, protecting user data, and addressing societal impacts must remain central as India embraces this new technological frontier.
