In a groundbreaking move for India’s digital landscape, Bharti Airtel, the country’s second-largest telecom operator, has partnered with Perplexity, a San Francisco-based AI-powered search and answer engine, to offer a free one-year subscription to Perplexity Pro, valued at ₹17,000, to its 360 million customers. Announced on July 17, 2025, this first-of-its-kind generative AI partnership in India promises to democratize access to advanced AI tools, empowering students, professionals, and everyday users across the nation. Available to Airtel’s mobile, broadband, and DTH customers via the Airtel Thanks app, this initiative is poised to reshape how Indians engage with information and productivity tools in an increasingly AI-driven world.
A Strategic Partnership for a Digital India
The collaboration between Airtel and Perplexity comes at a pivotal moment when India is embracing artificial intelligence as a cornerstone of its digital transformation. With a subscriber base spanning urban tech hubs and rural heartlands, Airtel’s decision to integrate Perplexity Pro into its offerings is a strategic bid to enhance its value proposition amid fierce competition with rivals like Reliance Jio. Gopal Vittal, Vice Chairman and Managing Director of Bharti Airtel, described the partnership as a “game-changing” effort to help customers “navigate the digital world with confidence and ease.”
Perplexity, led by co-founder and CEO Aravind Srinivas, an Indian-origin entrepreneur, is an AI-powered search platform that delivers real-time, conversational answers by synthesizing information from the web. Unlike traditional search engines that provide lists of links, Perplexity Pro offers advanced features tailored for heavy users, including access to cutting-edge AI models like GPT-4.1, Claude, and Grok 4, unlimited daily searches, file analysis, image generation, and access to Perplexity Labs—a creative workspace for ideation and content creation.
This partnership marks Perplexity’s first collaboration with an Indian telecom operator, building on its global strategy with companies like SoftBank in Japan and T-Mobile in the US. Srinivas emphasized the initiative’s potential to make “accurate, trustworthy, and professional-grade AI accessible to more people in India—whether a student, working professional, or managing a household.”
Empowering Students with Research Superpowers
For India’s vast student population, estimated at over 250 million, Perplexity Pro offers a transformative tool for academic excellence. The platform’s ability to conduct systematic web research, summarize complex topics, and organize information in an easy-to-understand format is a boon for students navigating competitive exams, college applications, and research projects. For instance, a student in Rajkot preparing for the JEE can use Perplexity Pro to break down intricate physics concepts or access verified sources for a history paper, all within seconds.
The timing of the offer is significant, as it follows Google’s recent announcement of a free one-year subscription to its Gemini 2.5 Pro AI tools for Indian college students, which includes features like Deep Research and video generation. Airtel’s partnership with Perplexity, however, extends beyond students to encompass all its customers, making it a broader and more inclusive initiative. By providing access to advanced AI models and tools like document parsing and image generation, Perplexity Pro enables students to streamline their workflows, draft statements of purpose, or even explore creative projects, leveling the playing field in India’s education sector.
Boosting Productivity for Professionals
Professionals stand to gain significantly from Perplexity Pro’s robust capabilities. In a country where multi-track careers are on the rise—26% of Gen Z professionals work alongside their studies—the need for efficient research and productivity tools is acute. Perplexity Pro’s features, such as deep research, file uploads, and the ability to generate tailored content, make it an invaluable asset for professionals in fields like marketing, law, and technology. For example, a Mumbai-based lawyer can use Perplexity to analyze case law documents, while a Bangalore entrepreneur can leverage its AI to craft data-driven business proposals or plan international market expansions.
The platform’s conversational interface and ability to handle complex queries also make it ideal for time-strapped professionals. A Delhi-based travel agent, for instance, can use Perplexity Pro to build detailed itineraries based on client preferences, budgets, and timelines, delivering results in moments. This versatility positions Perplexity as a “digital assistant” that enhances productivity across industries, from startups to corporate boardrooms.
Bridging the Digital Divide
One of the most compelling aspects of the Airtel-Perplexity partnership is its potential to bridge India’s digital divide. With 360 million customers, Airtel’s reach extends to tier-2 and tier-3 cities, as well as rural areas, where access to advanced technology is often limited. By offering Perplexity Pro at no cost, Airtel is bringing professional-grade AI to homemakers in Kanyakumari, small business owners in Patna, and farmers in Punjab. For instance, a homemaker can use Perplexity to research recipes, plan budgets, or explore educational resources for their children, fostering creativity and informed decision-making.
The subscription, accessible via the Airtel Thanks app’s “Rewards” or “OTT” section, is easy to activate, requiring no additional plan upgrades. Users simply log in, tap the Perplexity Pro banner, and sign into or create a Perplexity account to unlock the service, which is linked to their Airtel mobile number. The offer is valid until January 17, 2026, ensuring a full year of access.
Competitive Context and Market Impact
The Airtel-Perplexity partnership arrives amid a broader AI race in India. Google’s recent Gemini offer for students and Reliance Jio’s growing digital services portfolio underscore the competitive stakes. Airtel’s move is seen as a strategic effort to retain subscribers and attract new ones in a market where Jio leads with 472 million wireless users compared to Airtel’s 390 million as of May 2025. By bundling a premium AI tool with its services, Airtel enhances its appeal, particularly among tech-savvy urban users and young professionals.
India is a critical market for Perplexity, ranking among its top four countries for daily traffic and top ten for revenue. The partnership leverages Airtel’s massive distribution network to drive AI adoption, potentially positioning Perplexity as a household name alongside global giants like Google and OpenAI. However, challenges remain, including the need for robust internet connectivity to maximize Perplexity’s real-time search capabilities, an area where Airtel’s 5G rollout could play a pivotal role.
Looking Ahead
The Airtel-Perplexity partnership is a bold step toward making AI a part of everyday life in India. By offering Perplexity Pro for free, Airtel is not only enhancing its service portfolio but also empowering millions to harness AI for learning, work, and creativity. As India aims to become a global AI hub, such initiatives could accelerate digital literacy and innovation, particularly in underserved regions.
For students, professionals, and curious learners, Perplexity Pro offers a glimpse into the future of information access—one that is intuitive, reliable, and transformative. As Aravind Srinivas aptly noted, this partnership is about making AI “accessible to more people in India,” and with Airtel’s reach, that vision is closer to reality than ever before. Whether it’s a student in Rajkot or a professional in Gurugram, the tools to think smarter and work faster are now just a tap away.
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Last Updated on: Thursday, July 17, 2025 2:34 pm by Hemang Warudkar | Published by: Hemang Warudkar on Thursday, July 17, 2025 2:34 pm | News Categories: Technology, Business, Education, Startup, Trending
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