The company in a statement said customers can walk into any Tata Docomo brand stores and create a number based on their preference like birth dates, favourite numbers or anything simple to remember.

"With this new service, we've made it possible for our customers to create personalised phone numbers. This is an industry first and we are very excited about bringing this service to our existing and new subscribers," Tata Teleservices Head (Branded Retail and Strategic Distribution) Sandeep Singal said.

The company said, according to research, nearly three-fourth of consumers desire personalised products and services, and personalisation is the most influential factor in determining value for money.
It added a recent survey found that customers are willing to pay 20 percent more than standard equivalents for customised products.

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