Market leader Airtel on Wednesday said that though the merger between Vodafone and Idea Cellular is good for the overall industry, it must not be forced on the operators due to unfair market conditions. "It is important to ensure that such consolidations are not an outcome of a forced situation created by offering an 'unfair playing filed' to any particular company while completely destroying the viability of the others," said Gopal Vittal, MD and CEO, Bharti Airtel (India and South Asia). While Vittal did not name any operator, his obvious reference was to Reliance Jio, which is offering free services to customers till March. Both Airtel and Idea have complained to regulators against RJio's tariff plans, terming it as predatory and anti-competitive. Gopal said a few solid and profitable players are always better for an industry, as they can make substantial investments and offer quality products and services to customers in a sustainable fashion.