ALLIED BLENDERS & DISTILLERS

CONTENTS

Company Background New Corporate Identity Transformation Growth of HR at ABD Our Financials Our Production Our Exports Our Brands External Recognition

COMPANY BACKGROUND | Corporate Profile

BDA Breweries & Distilleries Ltd was incorporated in February 1986. The Company installed a Bottling Unit in Aurangabad and was producing Indian Made Foreign Liquor (IMFL) brands viz. Officers Choice, 1000 Guineas and Calypso Rum. The first dispatch of Officers Choice Whisky was made in October 1988.

Simultaneously, the Company entered into tie-up arrangements / bottling contracts with different Production Units across the country so that manufacture and sales of the brands owned by the Company could be catered to on all India basis. Subsequently the name of the Company changed from BDA Breweries & Distilleries Ltd to BDA Pvt. Ltd
In the year 2007 the entire liquor business of BDA Pvt. Ltd. was demerged to Allied Blenders And Distillers Pvt. Ltd.

Our Leadership
Kishore Rajaram Chhabria, Chairman of Allied Blenders and Distillers Pvt. Ltd. With an impressive career spanning over 20 years, he is acclaimed as one of the key players in India's liquor industry today. Allied Blenders and Distillers Pvt. Ltd. (ABD), is a company promoted by this industry stalwart.

Deepak Roy, Executive Vice Chairman & CEO of Allied Blenders and Distillers Pvt. Ltd.,is a renowned veteran of the wine and spirits industry, holding 5% of the company's stakes.

Mr. U. K. Ganguli,Vice Chairman of Allied Blenders and Distillers Pvt. Ltd. has been working with ABD since 1992.

Our Executive Team

Mr. Ramakrishnan Ramaswamy, Chief Financial Officer

Mr. Roopak Chaturvedi, Chief Sales & Marketing Officer

Mr. Arun Barik, Head Technology, R&D and Innovation

Mr. Sanjeev Dixit, Chief People Officer

TRANSFORMATION |New Corporate

Identity

New Corporate Identity with a Purpose to Inspire

The NEW ABD Logo |

Inspiration

Walking past the horizon

Breaking the limits

Power, Strength and Fearless

FIRST STEP towards Transformation |

Aligning HR strategy to be in line with Business

As Vision without Action is a Day Dream

Action without a Vision is a Nightmare

Company Vision
Our Vision is: To be the most admired spirits company recognised by our: Shareholders for the value we create Consumers for the quality and unique proposition of our brands Customers for our fair business practices and the value that they derive from selling and promoting our brands Employees for our work ethics, environment and the opportunities for growth and learning

Suppliers for our transparent and win-win buying policies

Regulators for operating within the framework of law and timely paying our dues to the exchequers

Our Values

Our values are the very foundation on which we have built our corporate culture.

GROWTH OF HR AT ABD| HR Vision

2010-11 was the year of initiation.The focus was mainly on laying foundations and putting in practice the fundamentals of HR processes and

systems. It was for the first time that strengths and opportunity areas of
the people aspect of the business were identified and the

HR Vision To be the most admired employer

was conceptualized to address the same.

HR Vision| Led to The Transformation of its PEOPLE STRATEGY and its execution.

Operational

Strategic & Business HR

HR

HR Transformation | BEGAN WITH:

1.
Back to Basics Approach - design, deployment & review of Key HR processes & systems 2. Innovative way of Implementation - (Excellence in Execution)

Implications | Summary
Business & Economy
Growth & Expansion across industries & sectors post recession. Opportunities for faster growth in new age organizations Challenge is to attract best of Talent & OPTIMISE THE TALENT. Opportunities span levels and functions Compensation upward spiral effect post recession

Job Market

Business Imperatives

Retain Key Talent, experienced team members with proven expertise Need for Values, Performance & Innovation culture Emphasize on B2B (Back to Basics) Establishing a strong employment brand Most admired Employer

STRATEGY TO ATTRACT, BUILD AND RETAIN TALENT

Deployment of the HR Vision through |

STRATEGIC INTENT Implementation

STRATEGIC INTENT: HR is a Strategic Partner & Enabler
of Business Sustainable Growth by Achievement of Business

objectives through

Attracting, Nurturing, Developing & Retaining Talents;

Institutionalizing Values, Performance & Innovation driven Culture;

Encouraging Strength based and Solution Centric Leadership across all levels; Making ABD, a Great Place to Work for and Most Admired Employer

Business Sustainability is ensured by HR strategic intents

BUSINESS GROWTH THROUGH TALENT SUSTAINABILITY HR Strategic Intents

Attracting, Nurturing, Developing & Retaining Talents; Institutionalizing Values, Performance & Innovation driven Culture; Encouraging Strength based and Solution Centric Leadership across all levels;
People Processes Maturity

Institutionalizing Culture Nurture values , performance & innovation based culture that enables winning work environment

Compensation & Benefits Need Based , Strengthen the Effective & Rigorous Benchmarking Functional & ABD India implementation of Compensation & Leadership Capability Employer Value Basic HR processes Benefits in line with Building for short & proposition with & systems with focus Market trends for long term business focus on career on simplification & attracting & imperatives growth framework transparency retaining talent Capability Building Career Development

HR Pillars

KRA setting, Rigor in PMP process, Initiating effective 06 monthly Performance Employee Communication & awareness about our Values LOVE ABD ABD VALUE STAR Reward & Recognition

Systematic capability building through ABD ACADEMY Leverage ABD Best Practices Coaching & Mentoring Program Partnership with External Institutions/ Knowledge Forum

Rigorously To develop ABD implement all Career growth People processes framework in letter & Spirit Identification of Key talents/High Design HR policies in line Potentials with market and Succession Planning through implement with transparency internal talent ABD Future Leader Emphasize on Process driven Program culture by Providing flawless core Critical/cross process functional execution exposure

Continuous Market benchmarking C & B Communication Tax friendly initiatives for employees benefits & well being

Key Objectives

In order to achieve ABD Vision, HR Vision, Purpose & Strategic intent needs to deployed and sustained in LETTER & SPIRIT

Continuous Innovation through :

Initiation of new HR process & systems in line with business.

Consolidation of new HR process & systems in line with business.

Institutionalize new HR process & systems in line with business.

To plan & devise relevant people initiatives basis Business Needs & Insights

To fine tune the People processes & systems In line with Business needs on continuous basis

INNOVATION

To deploy & implement relevant people initiatives with defined SMART objectives

To review the effectiveness of implemented People initiatives

Opportunities of Leveraging the HR Vision |

Attraction, Nurturing Development and Retention of Quality People (Talent) People Processes Maturity ABD Future Leader Program Happy Hours (Internal Employee Communication)

ABD ACADEMY ABD Value star Rewards and Recognition Systems

Most Admired Employer Wheel

Performance, Values & Innovation driven Culture

Careers growth framework ABD Values Deployment & Survey

Manager Quality & Connect Compensation & Benefits Benchmarking

CSR

By Sustaining Momentum of The Most Admired Employer Wheel

To Be the Most Admired Employer |

An integrated approach to win the Head, Heart & Soul
People Connect Delight & Excitement Challenge & Achievement Pride & Ownership
SMART Performance Management system ABD Academy Comp & Benefits Benchmarking, Capability Building ABD Competency Framework

HEAD

Employee Connect From HR Desk, ABD Value Star Reward & Recognition, Career growth Framework, Manager Quality & Connect

HEART

Doing it the right way Holistic Development

Corporate Social Responsibility Living ABD Values Family involvement Family Meets, Corporate Code of Conduct People Processes Maturity

Employer Brand

SOUL

Converting Vision To Action | We Believe :

Take Care of EMPLOYEES and

They will Take Care of EVERYTHING

THE AXIS OF ABD TRANSFORMATION HAS BEEN UNDIVIDED FOCUS ON PEOPLE RESOURCE

Converting Vision To Action |

To Build

An advantaged & muscular brand portfolio..

With high market share in all the product categories and powerful GTM (Go To Market) systems..

While achieving sustainable profitability through innovative

Products..

To create a New Age corporation for sustainable competitive advantage..

And be recognized as a responsible corporate and enhance pride

with society, government and employees.

FOR PROFITABLE GROWTH GROW THE CORE AND ADD MORE THROUGH PEOPLE, PEOPLE & PEOPLE

OUR FINANCIALS
At ABD, our success has made us fastest growing spirits company in
India. With a 26% CAGR in sales in the last five years, we are poised to take a quantum leap in the spirits industry. With an expanding

portfolio we are projected to continue on our growth momentum,

and achieve a sale of over 25 million cases in the current year.

OUR PRODUCTION| 37 bottling plants

across India

3 Co-owned & 34 Tie-Up Units

OUR EXPORTS| Sales crossed 1 million in

2010-11

Our flagship brand Officer's Choice not only has a strong equity base in India but also amongst Indians in various international markets. It has become popular in the Middle East, South East Asia and various markets in Africa, making it the largest exported Indian spirits brand. Along with our flagship brand OC, the other brands too in the portfolio have begun to make their presence felt in the international arena. ABD brands are

now available across 18 countries, with OC becoming the market leader in the
Middle East with sales crossing a landmark of 1 million cases. OCW and Class 21 have also obtained the necessary regulatory permissions from American authorities, paving the way for their launch in the United States.

FROM 01 BRAND TO MULTI BRAND

The companys multi-brand multi-consumer segment portfolio

 awakening the Officer in millions

Officers Choice | Trusted by millions

Indias fastest growing whisky brand; clocking a growth of 25% y-o-y over last 4 yrs
Clocked a record 16.2million cases sale in FY 11-12; a growth of 3% over the previous year Growing from strength to strength, OCW has increased its market share from 20.1% to 23% in FY 11-12 (*All India regular whisky segment) Commands leadership in WB, Assam, Meghalaya, Jharkhand, AP, Haryana, Punjab, Chandigarh, Rajasthan, Tripura, Nagaland, Himachal Pradesh & Andaman

Officers Choice | Trusted by millions

Building on its strong equity, it is exported to over 13 countries across the globe and is now the largest exported spirits brand out of India (Sales of over 1.02 million cases in 11/12) Officers Choice is the Largest selling whisky brand in the world (IWSR Drinks-London ) and the largest selling spirits brand in India

Officers Choice | Brand Campaigns

Officers Choice TVC

Officers Choice Print / OOH Campaign

 Germanys #1, now in India

Wodka Gorbatschow| Germanys No.1 Now in India

Established in 1921, Wodka Gorbatschow is Germanys No. 1 vodka brand. It is the member of the elite Club of Millionaires and winner of the Mond Slection gold medal First brand marking the Henkell ABD alliance in India (Launched in June 08) Positioned on the Purity Platform, it is superior to any other vodka brands because of its special triple-chill filtration process conducted at -12C

Wodka Gorbatschow| Be Pure Campaign

Evocatively portray the different roles people play without being judgmental

Class 21| Creating a New Identity

Adding meaning to the brand name

It lacked meaning and devoid of emotions Didnt break ice with the TG

Inspired by todays generations language of choice digital Age of the youth

Represents 21st century

Class 21| Creating a New Identity

Brand packaging Creating an object of desire

Standard bottle shape Low shelf appeal Lacks aspiration and youth connect.

Clutter breaking with high shelf appeal Truly disruptive Premium , elegant and stylish

Class 21| Forever Young Campaign

Get high on life Man !

Jolly Roger| Enjoy the Spirit of Jamaica

The opportunity: No truly differentiated affordable premium dark rum with an international flavour and unique packaging. The Product: A smooth dark rum, blended with original matured Jamaican Pot still rum and natural spices, makes it perfect for every occasion The Packaging: Family shaped bottles with tamper proof caps

Launch Market: East and key rum markets of North India

Brand Positioning: Positioned as the Spirit of Jamaica Jolly Roger brings alive the fun, smooth, flirty yet sensuous and passionate spirit of Jamaica

Jolly Roger| Campaigns

Officers Choice Blue Whisky |The Right Blue

Officers Choice Blue whisky is a premium variant of our flagship brand Officers Choice Launched to tap the opportunity in the growing demand for grain based whisky. Smooth and exquisite, Officers Choice Blue is an intricate blend of pure grain whisky blended with Scottish vatted malts sourced from the Highland and Isle. Currently being test marketed in Maharashtra and Assam.

OC Blue Campaigns |Establishing Credentials

Lord & Master

French Grape Brandy

Lord & Master |For the Man of Substance

The Product: Blended with exceptionally fine and matured grape spirit and exotic natural ingredients
Packaging: Frosted family shaped bottles. Mono carton with 750 ml bottle Segment: Semi premium Launch Market: Kerala and AP Tagline: For the man of substance

Lord & Master |Brand Campaign

Inspired by the name Lord and Master

Conveys majesty, authority and innate power. Symbolized by the Lion.

Officers Choice Brandy

The regular segment brandy available in Southern markets of Andhra Pradesh, Tamil Nadu and to be launched in Kerala.

Other Economy brands

Sumo Whisky

Sumo Rum

Calypso Rum

Old Trac Whisky

ABD Brands in the Pipeline | Kyron

Premium brandy to be launched in key markets of South India.

EXTERNAL RECOGNITION|

ABD in the News

EXTERNAL RECOGNITION

TOP TEN POWER BRANDS 2010 OFFICERS CHOICE

EXTERNAL RECOGNITION

BUSINESS LEADER OF THE YEAR 2010 MR DEEPAK ROY To attain & sustain the effective execution of all the People initiatives through Committed Leadership

EXTERNAL RECOGNITION

Award for Talent Management

Award for Best HR Strategy in line with Business

EXTERNAL RECOGNITION Recd in June 2012

In line with ABDs vision To Be the Most Admired Spirits Company and To Be the Most Admired Employer it has won an Award at The Best Learning Organisations of Asia 2011, organised by a Non Profitable credible L&OD roundtable consisting of Top HR Leaders across the Industry.

Among Thirty Four Organisations that participated, the best Nineteen were shortlisted by an eminent Jury comprising of Dr.T. V. Rao. The representatives of these companies were subsequently interviewed and the list was further brought down to Nine Finalist Organisations. We were recognised with Special Commendation Award among Five other Large sized organisations such as Tata Motors, Hindustan Petroleum, Bayer Crop Science and Dr. Reddys and Four Small and Medium sized organisations such as NTT Data, BRAC, Mahindra Finance, and SGS for leveraging experiential and structured learning & capability building processes in order to achieve the business imperatives and while doing this move towards becoming a Learning Organization.

ABD FUTURE LEADER PROGRAM (2013-14)

Knowledge Dissemination Process |

ABD Future Leader Program

At ABD, our aim is to encourage SHARED LEADERSHIP by ensuring that every individual victory of Team ABD adds to our collective success story. Which is why, we are keen on working with

multi-faceted people, who are driven by an entrepreneurial spirit.

The Prime Objective of ABD Future Leader program is to Develop a Strong Leadership Talent pipeline within ABD to Sustain the Growth Momentum

Knowledge Dissemination Process |

ABD Future Leader Program

ABD Culture
Learning New Challenges

College Environment

Fun & Excitement

Result oriented (Outstretched) Empowering Teamwork Intense & Informal

ABD is a College of Entrepreneurship wherein we provide opportunity of growth through self driven learning and application of

Skills in challenging but highly exciting environment, thus creating sense

of ownership of business as an ENTREPRENEUR

ABD is a College of Entrepreneurship wherein we provide

opportunity of growth through self driven learning and application of Skills in challenging but highly exciting environment, thus creating

sense of ownership of business as an ENTREPRENEUR

Identify
Through PMP & Assessment process

Nurturing
Through 70:20:10 principle 70% On the Job learning 20% Coaching & Feedback from Manager 10% Formal Training

Growth
Based on the functional & Leadership Capability Understanding of Business Diverse experience acquired

Knowledge Dissemination Process |

ABD Future Leader Program

FUNCTION NO. OF TRAINE ES HIRED (201011) ROLES AND TITLES GIVEN TO MT BATCH 2010-11 NO. OF TRAIN EES HIRED (201112) ROLES AND TITLES GIVEN TO MT BATCH 2011-12

Sales & Marketing Finance

4
-

(1) Brand Manager - New Product Development (3) Sales Managers

2
1

Key Accounts Manager

Asst Manager Finance Asst manager Operations

Operations
HR

1
1

Asst manager - Operations

Talent Development Manager

ABD FUTURE LEADER PROGRAM

Common Program for all ABDFLs

Duration 4.5 months

DURATION DELIVERABLES REVIEWED BY

Living the Sales Role

Merchandiser Role (15 days) + Sales Executive Role (1 month) 1 month

Presentation of Key Learnings

MANCOM

Living the Manufacturing Role Living the Finance Role

Presentation of Key Learnings

MANCOM

1 month

Presentation of Key Learnings Presentation of Key Learnings

MANCOM

Living the HR Role

15 days

MANCOM

ABD FUTURE LEADER PROGRAM

Living the Role stint in their respective functions Sales & Marketing Duration 7.5 months
DURATION DELIVERABLES REVIEWED BY

Living the Role of a Sales Executive Living the Role of a Brand Executive Shadowing the Sales Manager

1.5 months

Performance against given Targets/Role Performance against given Targets/Role Performance against given Targets/Role

HOF & Concerned Manager HOF & Concerned Manager HOF & Concerned Manager

1 month

1 month

Shadowing the Sales

Head Role where MT will eventually be absorbed

I month

Performance against given

Targets/Role Performance against given

HOF & Concerned

Manager HOF & Concerned

3 months

Targets/Role

Manager

Living the Role stint in their respective functions Manufacturing Duration 7.5 months
DURATION DELIVERABLES REVIEWED BY

Living the Role of a Manufacturing Executive Living the Role of a Logistics Executive Shadowing the Quality

1.5 months

Performance against given Targets/Role Performance against given Targets/Role Performance against given

HOF & Concerned Manager HOF & Concerned Manager HOF & Concerned

1 month

Manager
Shadowing the Unit Head

1 month

Targets/Role
Performance against given Targets/Role

Manager
HOF & Concerned Manager

I month

Role where MT will

eventually be absorbed

3 months

Performance against given

Targets/Role

HOF & Concerned

Manager

Living the Role stint in their respective functions Finance Duration 7.5 months
DURATION DELIVERABLES REVIEWED BY

Living the Role of a

Corporate Finance Accountant Living the Role of a Sales Accountant Living the Role of a Manufacturing Accountant Living the Role of a Commercial & Management Accountant Role where MT will eventually be absorbed 3 months I.5 months 1 month 1 month

Performance against given Targets/Role Performance against given Targets/Role Performance against given Targets/Role Performance against given Targets/Role Performance against given Targets/Role

HOF & Concerned Manager HOF & Concerned Manager HOF & Concerned Manager HOF & Concerned Manager HOF & Concerned Manager

1 month

ABD Future Leader Program | Mentors & Buddies

In the College of Entrepreneurship, the assigned Mentor will act as a friend, philosopher & guide and should be leveraged for acquiring all round knowledge & skills for Distinction in the Phd (Future Leader Program) Buddies from the previous Batches who have qualified the Phds will be an additional support & provide hand holding wherever required.

ABD Future Leader Program |CTC

Consolidated Monetary Scholarship for Doing Phd is

Rs. 6 Lakhs

THANK YOU !
Cheers for beginning a new journey of Success and growth