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A fresh merger among IndiaÆs top mobile phone companies has created a definitive market leader, even if it does have an unfortunate name.

Its an elegant way to change a name you hate. When the great Indian business houses of Birla and Tata merged their mobile phone assets last year, the new entity was quickly given the name Batata by the rickshaw public.

Unfortunately the name Batata means potato in the local Marathi language and this was a particular source of annoyance to the scion of the Birla empire. While the United Kingdom and Hong Kong may have spawned a company...

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