Vodafone Group CEO Vittorio Colao (R) shakes hand with chairman of India's Aditya Birla Group Kumar Mangalam Birla. Photo: AFP, Punit Paranjpe

Idea Cellular and Vodafone India have agreed to a merger that will see the two firms become the largest telecom company in India. Nikkei Asian Review reports the two players have a combined subscriber base of 400 million, market share of 35% and revenue share of 41%. The move comes as the firms look to maintain pricing pressure in an increasingly competitive market.