This is crazy. No, this is madness. And no, it isn't Sparta. It's Bharti.
I have heard this now twice - once from soneone in cc, and now once from someone in collections. So the Airtel policy is that if you call them (CC) and ask them to send someone over to pick-up your payment, they will charge you Rs. 30. However, if they call you (Collections) asking whether you have got the bill, and whether they can send someone over to collect the payment, the service is free!!!
In essence, what this communicates to users is that you will be penalized for being a good customer and attempting to pay your bill on time. So it's better to forget about it and wait for them to think that you are going to default on payment.... So retarded! :O