Reliance Jio, hiked its rates by 20 per cent, joining industry rivals Bharti Airtel and Vodafone Idea (Vi) which went for a price revision earlier last week. Jio’s new rates will come into effect from December 1.

In a press release, the telco announced new unlimited plans. “Upholding the promise of providing the best quality service at the lowest price globally, Jio customers will continue to be the biggest beneficiaries,” it said.

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The move will impact tariffs in all the existing slaps (Rs 75-2,399). While Airtel and Vi went for a 25 per cent rise in their entry level slabs, Jio hiked the rate in this segment by around 21 per cent.

The tariff hikes, which come two months after the telecom reforms package, are being seen as important steps towards improving the financial sustainability of the sector. These companies have indicated that the average revenue per user (ARPU) needs to go up to Rs 200 initially and then to Rs 300 to improve their financial health.

Though companies, especially Airtel and Vi, had long been clamouring for a price revision, they were reluctant to take the first step for the fear of losing customers. Airtel bit the bullet last Monday, and Vi quickly followed suit.