Tata DOCOMO, the GSM brand of Tata Teleservices Limited (TTSL) rolled out its new 'T24' mobile service in Gujarat, a brand launched in alliance with the retail chain giant Future group.

"It is a unique marketing alliance between a retailer group and telecom operator that offers customers free talk time on purchases or recharges made at any of the Future group outlets," Tata DOCOMO COO Gujarat Nipun Sharma said.

Future group that operates store chains like Big Bazaar , Food Bazaar and Pantaloons will be offering this new service from 23 of its big stores spread across seven towns in Gujarat including Anand, Vapi, Surat and Bharuch.

"This new service, which is on a franchise model, will be offered from all of our 23 large outlets spread across seven towns in Gujarat," Future Group CEO Telecom Mayur Toshniwal said.

"We shall open two more retail stores in Bhavnagar and Mehsana in Gujarat over next 6-8 months period," he added.

According to Toshniwal, the new service has received encouraging response from its launch in Andhra Pradesh, Jharkhand, Orissa, Uttar Pradesh and West Bengal.