ICICI Prudential Bharat Consumption Fund - Series 5 (Distributor

Aim to gain from a market
that is changing the world
Presenting
NFO Period: 27th June 2018 to 11th July 2018

Economic Impact of Festivals
• Festivals is an occasion which is set aside for celebration.
• It has impact limited not only to social or cultural but also have economic environment of the country.
• People spend on various consumables starting from clothing to vehicle during these periods.
• India is well known all over the world as a country of cultural and traditional festivals.
• As India is a country of diversity it is always crowded with people involved in celebration.
The information contained herein is solely for private circulation for reading/understanding of registered Advisors/ Distributors of ICICI Prudential Asset Management Company Ltd. and should not be circulated to 2
investors/prospective investors.
EMIs have replaced MRPs
Latest Gadgets Easy EMIs
and Appliances on TV
on Easy EMIs Travel Now Pay
Later at
% No Cost EMI Absolutely 0%
Same Day Delivery
32(81cm) EMIs
Down Payment of `1999/- per month

Down Payment
Processing Fees
43(108cm) EMIs
of `2999/- per month
`14990/- EMIs
of `1249/- 7Kg Full Automatic Top
55(139cm) EMIs Under exchange
Load NAF70B7SRB
of `4999/- per month of `17990/-

1.0 T Inverter AC
Atkl3STV 36990 EMIs
65(164cm) EMIs of `3082/-

of `6999/- per month
The above is the promotional ads of various company published from time to time. This is only for illustration purpose only.
Drivers of consumption
Rising Affordability Household income pyramid – CAGR in no of households
CAGR in number of households in various income brackets. CAGR in number of households in various income brackets.
Source: UBS, Oct 2018

The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s)
mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these sector(s)/stock(s).The portfolio of the scheme is
subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Millennials: Redefining the consumer story
Share in working age population (by age group)

• Millennials have taken the centre stage across the
consumer markets globally.
• India, having a population of ~440 million in age

bracket of 18-35 years.
• Millennials account for nearly half of the working age

population.
• This population in general have tendency to spend

more on discretionary items as their disposable
income increases.
Source: Deloitte, Feb 2018
Rising to The Opportunity
Favourable Eat Better

Demographic
Rising to The
u
Opportunity
Expanding per Live Better
capita incomes
Rapid Urbanisation Feel Better

Source: Edelweiss Research
Key Drivers
Favourable Demographic
60 India’s demographic mix (%)
• Demographically, India is in sweet spot with 44% of the 50
population in working age bracket. 40
30
• Over the past 5 years this proportion has expanded 20
~200bps. 10
0
2011 2016 2025 E
Age (in years) <24 25-59 >59
Rapid Urbanisation
40 Urbanisation(%) 37
34
35
• Urbanisation in India, which stood at 20% in 1971, has 31
reached 31% by 2011. 30
26
28
25 23
• Government initiatives such as Smart Cities, Housing for 20
20
All, etc are steps in direction, which may further propel 15

urbanisation.
10
1971 1981 1991 2001 2011 2021 E 2025 E
Source: Edelweiss Research
Premiumization: Aspiration, Availability and Awareness
Enablers Higher Income Credit, One time Social infra (stable
Basic
Levels, Government payouts, increased power supply, internet
Income
spending government spending access), E-wallets
Housing
High-end electronic items Travel, Tourism,
Consumer Durable
Housing materials (Paints)
Jewellery Cars High ticket durables
Value
Auto, Organised
2 Wheelers
Electronic Items Consumer Durable
Low ticket durables Travel / Tourism
Entertainment
Discretionary
Discretionary FMCG Media Consumption
Companies
Shopping in the mall FMCG

FMCG Companies
Sophistication
Source: Investment Trust of India, Oct 2018. The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e. Nifty India
Consumption Index. The sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these
sector(s)/stock(s).The portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Mapping the growth pattern
High Growth
Categories
Packaged foods
Beverages
Stable Growth
Beauty Products Categories
Apparel & Accessories Detergents

Low Growth
Categories
Jewellery 2W & 4W
Electronic Goods Chocolate & Confectionaries Hair Oil
Restaurant & QSRs Tea & Coffee Tooth Paste
Travel, Leisure & Theme Parks Consumer Durable such as Soaps

Air Coolers, TVs etc.
Consumer Durable such Consumer Durable such as
as ACs, Washing machines. Furniture & Fixtures Fan, tube lights.
Source: Investment Trust of India, Oct 2018. The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e.
Nifty India Consumption Index. The sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any
future position in these sector(s)/stock(s).The portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for
investment pattern, strategy and risk factors.
Changing Consumption Trend
2017 2022
2007
1992
Why Now? Nifty India Consumption Index
Sector % Exposure Performance of Nifty India Consumption Index vs Nifty 50
20.0
Consumer Goods 54.03 14.3
15.0 14.2
12.7 13.8
Automobile 28.79 11.7 11.2 11.6 11.2
10.8
10.0 9.2
8.1
Telecom 5.98
5.0
Media & Entertainment 3.52 2.0 1.1
Textiles 2.16 0.0
Nifty India Consumption Nifty 50

Services 2.06 -5.0
-4.8
Energy 1.38 -10.0
3 Months 6 Months 1 Year 2 Years 3 Years 5 Years 10 Years
Healthcare Services 1.11
Pharma 0.97
Source: Performance as on 30th Sep 2018. www.nseindia.com. Past Performance may or may not sustain in future,
The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s)
What went wrong in last few years..
Unprecedented events
Deficient such as Demonetisation
Low wage growth,
monsoon in FY 14 and GST: Indirect
Minimal MSP hikes
and FY 15 taxation.
Many Quality Businesses went through down cycle owing to above reasons.
MSP: Minimum Support Price, GST: Goods and Service Tax
The information contained herein is solely for private circulation for reading/understanding of registered Advisors/ Distributors of ICICI Prudential Asset Management Company Ltd. and should not be circulated to
investors/prospective investors. 12
Back to Basics
Fall in Market capitalization of companies from its peak whose products we use
-9% While Nifty 50 has fallen ~10% from its peak
-19%
-17%
-19%
-22% -26% -17%

-31% -23%
-7%
-47%
Source: Edelweiss Research, Data as on 17th Oct 2018. Past Performance may or may not sustain in future.
The stocks/sectors mentioned in this presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption index. The sector(s)/stock(s)
investors/prospective investors. 13
Potential Beneficiaries of Rising Consumption
Consumer Durable Pharma &

Healthcare
Potential Beneficiaries
Auto Power
Paint Consumer Non

Durable
Aviation & Textile

Tourism
The stocks/sectors mentioned in this presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption index. The sector(s)/stock(s) mentioned in this
presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these sector(s)/stock(s).The portfolio of the scheme is subject to changes within the
provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Consumer Non-Durable
• 2 year sales CAGR for FMCG sector is likely to pick up to 9.5% from 8% in previous 2
quarters.
• Still comfortably placed on the margin fronts. Yet to witness sizeable impact of rising
crude and inflation.
Sales, Ebitda and PAT growth for FMCG Companies
Source: IIFL, Sep 2018.

The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s) mentioned
in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these sector(s)/stock(s).The portfolio of the scheme is subject to
changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Consumer Non-Durable
Packaged Food Segment:
Bakery:
• Bakery industry comprises of several sub-categories.
• Biscuit is the largest category accounting for nearly 2/3rd of revenue. Bread, rusk and cake constitutes remaining 1/3rd.
• Categories have experienced healthy growths ranging from 8-12% over last 5 years.
Biscuit:
• India’s biscuit market stands at Rs.32,000 crores and projected to grow at CAGR of ~11.3% during 2018-22.
• Two factors contributed to sustained growth of category is
• per capita volume of consumption and
• Premiumisation of products
Dairy Product:
• India has remained the largest producer and consumer of diary. Sector is growing in double digits in last few years.
• ~80% of milk produced is still un processed and sold loose.
• Changing tendency to use ready to eat products of milk such as curd, ghee is fuelling the growth in category.
Source: IIFL, Sep 2018. Annual Report of Britannia Industries Limited

The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s) mentioned in this
presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these sector(s)/stock(s).The portfolio of the scheme is subject to changes within the
provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Consumer Electricals
• Given the growing electrification across the Consumer Durable Penetration 89%
85%
country and rising disposable income /
urbanisation trend, Electrical industry is expected India Global 70%
60%
to grow at ~11% CAGR over FY17-22.
• Improvement in availability and the quality of 30%
power in existing and new areas is expected to 20%
drive demand. 4%
10%
• Sales of categories such as bulbs and fans Refrigerator Room AC Washing Machine FPD TV
increases proportionately to an increase in
electrification. Sales of TVs, induction cooktops,
Rural Household Electrification - 97%
home appliances, and other household devices, 2011(%)
79%
generally follows. 68%
74% 73%
54% 58% 58% 60% 55%

41% 45%
Source: JM Financial April 2018. UP: Uttar Pradesh. Annual Report of Amber Enterprises Ltd. FPD:
28% 32%
Flat Panel Display 24%
10%
The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned
herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s)
mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual
Fund may or may not have any future position in these sector(s)/stock(s).The portfolio of the scheme is subject
to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID
for investment pattern, strategy and risk factors.
Pharmaceuticals: Increasing Awareness Driving Growth
1
Higher incidence of chronic diseases
7
Government’s Initiatives 2
Increasing health awareness
Growth Drivers
of Indian
Pharmaceuticals
Increasing penetration of 6 Market
3 Improved healthcare
health insurance solutions
Improving disposable income 5 4 Economic Growth
Source: Investec May 2018, Annual Report of Sun Pharmaceuticals Ltd 2018. The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme
benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in
these sector(s)/stock(s).The portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Pharmaceuticals: Increasing Awareness Driving Growth
• India contributes around 10% of the world production volume.
• Around 70% of its revenue comes from sale of generic drugs, of which around 50% comes from exports.
Companies have been focusing more on
1)Generic Products which have some barrier to entry in terms of development complexity.
2)Building the speciality / complex generics basket.
Indian Pharma: R&D Investment Investment in Speciality/Complex generics (in INR mn)
Source: Investec May 2018, E: Estimates. CARE July 2017. The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty
India Consumption Index. The sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these
sector(s)/stock(s).The portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Paint
• Paint Industry is classified in two broad categories:
• Decorative or Architectural
• Industrial Paints Indian Paint Industry: Sales Growth
• Per capita consumption of paints in India is ~4kg, one of the lowest

in the world.
• Key Drivers of the Industry are

• Rising urbanisation.
• Rising standards of living in urban India.
• Government’s focus on affordable housing.
• Industrial Paint generally comprise general industrial, automotive,

powder coatings.
• Industrial paint serves automobiles, general industrial goods, machinery and household equipment such as fans,
refrigerators, structure and pipelines, steel, glass and every other item of daily use.
Source: Nomura, March 2018. . The stocks/sectors mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The
sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these sector(s)/stock(s).The portfolio of the
scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Deployment Strategy
Gradual Deployment helped in capitalizing volatility
Debt and
Equity Nifty India
Launch Others Performance
Exposure Nifty 50 TRI Consumption
Date Exposure since launch
(%) Index TRI
(%)
ICICI Prudential Bharat Consumption Fund - Series 1 - Growth 05-Apr-18 41.8 58.2 -3.1% -2.8% -8.3%
ICICI Prudential Bharat Consumption Fund - Series 2 - Growth 26-Apr-18 36.9 63.1 -4.0% -4.6% -9.4%
ICICI Prudential Bharat Consumption Fund - Series 3 - Growth 11-Jul-18 41.0 59.0 -2.3% -8.5% -12.3%
ICICI Prudential Bharat Consumption Fund - Series 4 - Growth 13-Aug-18 64.5 35.5 -8.6% -13.2% -16.5%
Source: MFI Explorer. Data as on 26th Oct 2018. Portfolio holding as on 30th Sep 2018. Past Performance may or may not sustain in future. Returns are in Absolute Terms. The stocks/sectors
mentioned in this Presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The sector(s)/stock(s)
mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these sector(s)/stock(s).The
portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and risk
factors.
ICICI Prudential Bharat Consumption Fund -Series 5
Sectors that can benefit from consumption theme like Consumer Non-
Durable, Consumer Durable, Auto, Healthcare Services, etc. that are
likely to play out well with ~3 years investment horizon
Helps in bottom-up stock selection with ~3 years view
Ability to reduce net equity risk at market peaks
Aims to limit downside of the portfolio by using hedging strategies
The stocks/sectors mentioned in this presentation is only for illustration purpose only. The stocks mentioned herein are a part of the scheme benchmark i.e Nifty India Consumption Index. The
sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these
sector(s)/stock(s).The portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the scheme. Please refer to the SID for investment pattern, strategy and
risk factors.
Aim to benefit from Rising Consumption of Bharat,
Invest In
Invest In ICICI Prudential Bharat Consumption Fund - Series 5
(A Close Ended Equity Scheme following Consumption Theme)
NFO Period : November 7th , 2018 to November 21st , 2018

Fund Managers*: Mr.Sankaran Naren and Mr.Roshan Chutkey
* Priyanka Khandelwal for investment in ADR/GDR/ Foreign securities.
ICICI Prudential Bharat Consumption Fund - Series 5
(A Close Ended Equity Scheme following Consumption Theme)
Tenure : 1100 days
NFO Period : 7th November 2018 to 21st Nov 2018
MICR cheques : Till end of business hours on 21st Nov 2018
RTGS and transfer cheques : Till end of business hours on 21st Nov 2018
Switches : Switches from equity schemes and other schemes - 21st Nov 2018;
Till cut off time (specified for switch outs in the source scheme)
Plans/Option : ICICI Prudential Bharat Consumption Fund - Series 5 Cumulative & Dividend
ICICI Prudential Bharat Consumption Fund - Series 5 Direct - Cumulative & Dividend
Entry / Exit Load : Nil
Minimum Application Amount : Rs. 5,000/- (plus in multiple of Rs.10 thereafter)
Liquidity : To be listed
Benchmark : Nifty India Consumption Index
Fund Managers* : Mr. Sankaran Naren and Mr.Roshan Chutkey
*Priyanka Khandelwal for investment in ADR/GDR/ Foreign securities.
Riskometer & Disclaimer
ICICI Prudential Bharat Consumption Fund - Series 5 (A Close Ended Equity Scheme following
Consumption Theme)- is suitable for investors who are seeking:*
 Long term wealth creation
 A close ended equity scheme that aims to provide capital appreciation by investing in a well-diversified portfolio of
stocks that could benefit from growth in consumption and related activities.
*Investors should consult their financial advisors if in doubt about whether the product is suitable for them.
Mutual Fund investments are subject to market risks, read all scheme related documents carefully.
Disclaimer: All figures and data given in the document are dated unless stated otherwise. In the preparation of the material contained in this document, the AMC has used information that is
publicly available, including information developed in-house. Some of the material used in the document may have been obtained from members/persons other than the AMC and/or its affiliates
and which may have been made available to the AMC and/or to its affiliates. Information gathered and material used in this document is believed to be from reliable sources. The AMC however
does not warrant the accuracy, reasonableness and / or completeness of any information. We have included statements / opinions / recommendations in this document, which contain words, or
phrases such as “will”, “expect”, “should”, “believe” and similar expressions or variations of such expressions, that are “forward looking statements”. Actual results may differ materially from those
suggested by the forward looking statements due to risk or uncertainties associated with our expectations with respect to, but not limited to, exposure to market risks, general economic and
political conditions in India and other countries globally, which have an impact on our services and / or investments, the monetary and interest policies of India, inflation, deflation, unanticipated
turbulence in interest rates, foreign exchange rates, equity prices or other rates or prices etc.
The AMC (including its affiliates), the Mutual Fund, the trust and any of its officers, directors, personnel and employees, shall not liable for any loss, damage of any nature, including but not limited
to direct, indirect, punitive, special, exemplary, consequential, as also any loss of profit in any way arising from the use of this material in any manner. The recipient alone shall be fully
responsible/are liable for any decision taken on this material.
The sector(s)/stock(s) mentioned in this presentation do not constitute any recommendation of the same and ICICI Prudential Mutual Fund may or may not have any future position in these
sector(s)/stock(s). Past performance may or may not be sustained in the future. The portfolio of the scheme is subject to changes within the provisions of the Scheme Information document of the
scheme. Please refer to the SID for investment pattern, strategy and risk factors.
Investors are advised to consult their own legal, tax and financial advisors to determine possible tax, legal and other financial implication or consequence of subscribing to the units of
ICICI Prudential Mutual Fund. The information contained herein should not be construed as a forecast or promise nor should it be considered as an investment advice.
Thank You

ICICI Prudential Bharat Consumption Fund - Series 5 (Distributor

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Aim to gain from a market

that is changing the world

NFO Period: 27th June 2018 to 11th July 2018

• Festivals is an occasion which is set aside for celebration.

• As India is a country of diversity it is always crowded with people involved in celebration.

Down Payment of `1999/- per month

of `4999/- per month of `17990/-

65(164cm) EMIs of `3082/-

Source: UBS, Oct 2018

Share in working age population (by age group)

• India, having a population of ~440 million in age

• Millennials account for nearly half of the working age

• This population in general have tendency to spend

Source: Deloitte, Feb 2018

Favourable Eat Better

Rapid Urbanisation Feel Better

All, etc are steps in direction, which may further propel 15

Source: Edelweiss Research

Shopping in the mall FMCG

Apparel & Accessories Detergents

Electronic Goods Chocolate & Confectionaries Hair Oil

Restaurant & QSRs Tea & Coffee Tooth Paste

Travel, Leisure & Theme Parks Consumer Durable such as Soaps

Sector % Exposure Performance of Nifty India Consumption Index vs Nifty 50

Nifty India Consumption Nifty 50

MSP: Minimum Support Price, GST: Goods and Service Tax

-9% While Nifty 50 has fallen ~10% from its peak

-22% -26% -17%

Consumer Durable Pharma &

Paint Consumer Non

Aviation & Textile

Sales, Ebitda and PAT growth for FMCG Companies

Source: IIFL, Sep 2018.

Source: IIFL, Sep 2018. Annual Report of Britannia Industries Limited

54% 58% 58% 60% 55%

Improving disposable income 5 4 Economic Growth

• Per capita consumption of paints in India is ~4kg, one of the lowest

• Key Drivers of the Industry are

• Industrial Paint generally comprise general industrial, automotive,

Helps in bottom-up stock selection with ~3 years view

Ability to reduce net equity risk at market peaks

Aims to limit downside of the portfolio by using hedging strategies

Invest In ICICI Prudential Bharat Consumption Fund - Series 5

(A Close Ended Equity Scheme following Consumption Theme)

NFO Period : November 7th , 2018 to November 21st , 2018

* Priyanka Khandelwal for investment in ADR/GDR/ Foreign securities.

*Priyanka Khandelwal for investment in ADR/GDR/ Foreign securities.

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