Shares of the telecom service operators were on a roll on Monday amid news reports of major consolidation moves gaining momentum, involving the biggies Tata Teleservices, Reliance Communications, Idea Cellular and Vodafone India, as the incumbents look for scale and operational efficiency to take on the onslaught of competition from the giant new entrant Reliance Jio. To counter the price war started by Mukesh Ambani-promoted Reliance Jio, Tata Teleservices is said to be in talks with younger brother Anil Ambani’s Reliance Communication , according to a financial daily.