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Over two decades, telecommunication market has been continuing a huge growth in urban, semi-urban and rural regions of India. Investigating and choosing the desirable cellular mobile telephone service providers (TSPs) based on operative constraint can facilitate to obtain the ideal of TSPs selection. Here, the evaluation commonly encompasses different TSP options under various operational factors; thus, the assessment of TSPs can be considered as a rigorous multi-criteria decision-making (MCDM) issue. This paper initiates a structure for the exploration of the TSPs in the Madhya Pradesh region, India. To do this, a framework associated with grey relational analysis (GRA) on intuitionistic fuzzy sets (IFSs) is planned to obtain the performance of various telecom participants. The developed approach is based on the conception of the best and worst solutions. To find the attribute weights, a divergence measure is developed and employed by relative comparisons. Additionally, to show the proficiency and practicality, a selection problem of TSPs options of Madhya Pradesh circle, India is presented within the IFSs context. By employing the developed model, an expert can enlarge tactics to enhance the performance by standard operational factors. Comparison and sensitivity analysis are considered to validate the developed approach in the prioritization of the TSPs options. [ABSTRACT FROM AUTHOR]