** Shares of Bharti Hexacom BHAX.NS up 4.2%, set for best day since mid-July
** Citi starts with 'buy', highlighting "robust" balance sheet and superior return ratios vs peers
** Says telecom firm's return on capital employed of 14% is better than parent Bharti Airtel's BRTI.NS 9%
** Sees growth potential given relatively low penetration in Rajasthan and states, the largely rural regions it serves
** Notes BHAX's market-leading 53% share in and a 40% market share in Rajasthan vs market-leader Jio's 46%
** Sets TP of 1,405 rupees vs current price of 1,224 rupees
** Analysts avg rating on BHAX is "buy"; median TP is 1,247.50 rupees
(Reporting by Nandan Mandayam in Bengaluru)
((Nandan.Mandayam@thomsonreuters.com; Mobile: +91 9591011727;))