Ever since Reliance Jio launched services in September 2016, there has been a huge spike in data usage and voice traffic and a sharp decline in consumer spends on telecom. Data volumes have risen as much as 4160%, on the back of increased usage per customer as well as a rise in the number of data subscribers. Voice traffic too has doubled. All of this has been aided by a 41% drop in average tariffs paid by customers. In turn, telcos have reported a sharp drop in revenues and profits.