Bharti Airtel Ltd has decided that ultra low-spending customers, those that buy recharge plans costing less than ₹35 a month, are just not worth the trouble, as India’s second-largest telecom operator charts out a new strategy to take on rival Reliance Jio Infocomm Ltd, which brought industry tariffs to rock bottom. The New Delhi-based company believes such a step will reduce the number of marginal customers, rein in selling, general and administrative expenses and help focus attention on improving services to better-paying users.