Nowadays, Indian telecom companies are facing manyproblemsto retain customers out of which mobile number portability option,switching behaviour of customersand mandatory guidelines of the telecom regulatory authority of India including internal challenges are prevailing in telecom markets.Each telecom company is using various strategies to attract and retain customers. Therefore,the researchers have studied customer retention strategies being used by theselectedprivate telecom organizations’ in identified area as Delhi and NCR region. The study is based on primary analysis through self-structured questionnaire and data analysis completed in SPSS and Excel to make the study more scientific and authentic. The researchers have found various causes of dissatisfaction such as poor quality of services,higher call and data charges, employees’ aggressive behaviour, network availability,weak signals, monopolistic situation etc.The study further mentionsthat the customers have opted for brand switching. Therefore, the telecom companies are facing problem of retaining customersto overcome the above major challenges.These telecom companies are now serving customized servicesto achieve sustainable growth including attractive plans considering intensive competition. The researchers have identified these remedial measures along with their real impact on customers’ awareness, satisfaction and preferences.1

RetentionStrategies, Value Added Services, Monopolistic Situation and Mobile Number Portability.