Man Paid $39000 for a new mobile number

LUDHIANA, India: There seems to be no limit to price tags on status. But paying a jaw-dropping Rs 1.55 million (approx $39000) for a fancy cell phone number will clearly be India’s richest ring.

That’s what Ludhiana’s Amit Malhotra coughed up for 9780000000.

Even though Ludhiana — which has the most Mercedes per capita in any major Indian city and where Rs 600 thousand-suitlengths are common sartorial acquisitions — is known for its if-you-have-it-flaunt-it attitude, the price tag for Amit’s number has set a new benchmark. ‘‘ What do we say,’’ chuckled a Hutch employee who didn’t want to be named. ‘‘ If people have the money, let them buy the moon.’’

Amit, the son of a city garment manufacturer and property dealer, won the number at an auction organised by Hutch. He learnt last week that the company was going to release ‘VIP’ numbers and applied for one. Then he was told it planned to auction these numbers.

The auction was conducted through a phone-conference . The bidding process began on Tuesday morning and ended on Wednesday evening. In the final round, there were five men battling it out for the big-draw number. The results were released on Thursday evening.

In the Malhotra household, sweets were distributed as friends and relatives trooped in. Vijay Malhotra , the father, wasn’t a bit fazed. ‘‘ It’s not something new. He has always chosen VIP numbers for his belongings. Only this time he has spent a huge amount on it.’’

Swamped by questions, the 26-year-old ‘VIP’ said he didn’t just dust his pocket out for the money. ‘‘ I borrowed money from friends and relatives and will repay them soon,’’ Amit said.

Ludhiana at Wikipedia
Hutch Cellular at Wikipedia

Originally Published at: Economic Times