‘Focus on Telecom, Not Toiletries’: Minister Rebukes BSNL Director Over Sales Directive

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A fresh controversy has engulfed BSNL after reports emerged that officials were encouraged to sell consumer goods like underwear and hair oil to boost revenues. The directive prompted a stern response from a senior minister, who emphasized that the telecom provider must prioritize strengthening its core services.

The minister’s remarks came amid growing concern over the company’s strategic direction. Calling the reported instruction “misguided,” the minister said public sector enterprises must innovate responsibly, without straying from their primary mission.

BSNL has struggled financially for over a decade, grappling with shrinking subscriber bases and intense competition from private players offering cheaper data and faster networks. Efforts to revive the company have included government-backed relief packages, voluntary retirement schemes, and investments in 4G and upcoming 5G rollouts.

In this context, the idea of selling FMCG products struck many as incongruous. Analysts argue that diversification is not inherently flawed; in fact, companies often expand into adjacent sectors to leverage existing assets. However, they caution that such expansions must align with organizational capabilities.

Telecom operations demand technical expertise, spectrum management, customer service systems, and infrastructure development. Introducing retail sales of personal care items would require procurement networks, warehousing, and marketing channels—areas far removed from telecom engineering.

Employee associations have voiced discomfort, suggesting that the directive could undermine morale. Officials reportedly questioned how selling unrelated products would help restore customer confidence in network reliability and service quality.

On the other hand, some management insiders defended the move as exploratory brainstorming rather than a formal mandate. They argue that all revenue options should be considered in challenging times. Nevertheless, the public backlash indicates that perception matters as much as policy.

The minister reiterated that modernization of telecom infrastructure must remain the top priority. Expanding broadband penetration in rural areas, improving call quality, and accelerating technological upgrades are areas where BSNL can still play a vital role, particularly in bridging the digital divide.

Policy observers believe the episode highlights the tension between innovation and focus. While public enterprises need flexibility to experiment, they must avoid initiatives that risk ridicule or confusion.

Going forward, the ministry may review internal decision-making processes to ensure alignment with national telecom goals. The broader takeaway from the controversy is clear: revival strategies must inspire confidence, not controversy.

Journalist Details

Jitendra Kumar

Jitendra Kumar is an Indian journalist and social activist from Hathras in Uttar Pradesh is known as the senior journalist and founder of Xpert Times Network Private Limited.