Why did Airtel reduce call ring time from 45 to 25 seconds?

Airtel reduced its outgoing call ringing duration from 45 to 25 seconds to match Jio's. Airtel alleged that Jio's reduced ring duration results in a missed call and forces the receiver to dial back, thus creating incoming call traffic helping Jio. Airtel pays a fee of 6p/minute for every call its subscriber makes to a Jio user and vice versa.