company overview

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and
Cadbury creates a global powerhouse in snacks, confectionery and quick meals.

With annual revenues of approximately $50 billion, the combined company is the world's second
largest food company, making delicious products for billions of consumers in more than 160
countries. We employ approximately 140,000 people and have operations in more than 70
countries.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of
existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and
Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a
business. We make delicious foods you can feel good about. Whether watching your weight or
preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts
into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food
Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has
maintained its undisputed leadership over the years. Some of the key brands in India are Cadbury
Dairy Milk, 5 Star, Perk, Éclairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the
world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for
chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink
(MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader.
We recently entered the gums category with the launch of our worldwide dominant bubble gum
brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over
two decades, we have worked with the Kerala Agriculture University to undertake cocoa
research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits
farmers and advise them on the cultivation aspects from planting to harvesting. We also conduct
farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have
increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising
then that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in confectionery, snacking and

quick meals, we are poised in our leap towards quantum growth. We are the world's No.1
Confectionery Company. And we will continue to “make today delicious”!

who we are

Consumers inspire us.

To make today delicious, we begin with our consumers.
We listen, we watch and we learn.
We understand their joys and their challenges because we’re consumers too.

What we do.
We make delicious foods you can feel good about.
Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to
family night, we pour our hearts into creating foods that are wholesome and delicious.

Our reach.
We believe we can make a delicious difference, everywhere.
We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our
communities and our world.

How we behave – Our Values

We understand that actions speak louder than words, so at Kraft Foods:

 We inspire trust.
 We act like owners.
 We keep it simple.
 We are open and inclusive.
 We tell it like it is.
 We lead from the head and the heart.
 We discuss. We decide. We deliver.
How we grow.
We focus on creating sustainable, profitable growth. And our strategies guide our efforts:

 Build a high performing organization

 Reframe our categories
 Exploit our sales capabilities
 Drive down costs … without compromising quality

About our people.

It takes great people to make great brands. Our approximately 140,000
diverse employees around the world are the reason we succeed.

Brands
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey
with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of
Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic
taste of Cadbury Dairy Milk with a variety of ingredients and are very
popular amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater

to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury
Dairy Milk 2 in 1, a delightful combination of milk chocolate and white
chocolate. Giving consumers an exciting reason to keep coming back into
the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has
participated and been a part of every Indian's moments of happiness, joy and celebration. Today,
Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for
children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life'
campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in
every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared
good feelings'.
The 'Real Taste of Life' campaign had many memorable executions, which people still fondly
remember. However, the one with the "girl dancing on the cricket field" has remained etched in
everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad
Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign. This campaign built social acceptance for chocolate consumption amongst adults, by
showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with
celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It
has been adopted by consumers and today is used extensively to express joy in a moment of
achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a
tie-up with Reliance India Mobile service and allowed students to check their exam results using
their mobile service and encouraged those who passed their examinations to celebrate with
Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global
benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of
Brand Equity's Most Trusted Brands survey.
During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male
employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to
the front.

CASE STUDIES

Cadbury Dairy Milk

Background:
Cadbury dominates the chocolate market in India with a 70% share of
the market.

Cadbury Dairy Milk is its largest chocolate brand which accounts fro a
third of every chocolate bar consumed.

The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.

The Strategy:

• The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating
or " muh meetha karna" moments
• The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought
of celebrating a moment of delight with Dairy Milk
• A campaign was built around the idea of how "pappu" celebrated passing his exams with
Dairy Milk

The Media:

• A multi-media campaign was launched on TV, Internet, Radio and Outdoor

• The key was how do own the moment of " pappu passing his exams" in the media space
 • An innovative tie -up with Reliance webworld was executed, wherein students across 66
examination boards across the company could access their results on Rworld through
their Reliance mobiles. If they passed a message congratulating them on their moment of
delight from Dairy Milk was displayed

The Results:
The activity contacted 20 MN students across the country and was
awarded a Bronze Lion at the Cannes Media awards in 2005

CRUNCH

Cadbury 5 Star Crunchy

Market Background:
Cadbury is the market leader in the chocolates category, with Cadbury
5 Star being its second largest brand. Cadbury 5 Star which is unique bar of nougat and caramel
enrobed in Cadbury Dairy Milk Chocolate provides one of the most distinctive and involving
chocolate eat experiences. However in recent years the Cadbury 5 Star franchise was in decline.

Competition
The brand was under threat from other more offerings in the market.

The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share
among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launched- which
still had the richness of caramel, chewiness of nougat but also contained rice crispies.

The Strategy
The campaign was built around the proposition of an " unexpected
surprise" which had a surprise in every bit. This was creatively
expressed as " Naya Five Star Crunchy.. Ab har bite main Arrey!"

The campaign targeted at youth was executed in a lighthearted vein

built around a boy-girl relationship.
In order to engage youth the campaign was executed acrossTV, radio, internet, outdoor and print
media.

The Results
The brand registered double digit growth post the launch

Awards

Asian Marketing Effectiveness Awards 08

Asian Marketing Effectiveness Awards
2008 for Bournvita Folk/Fusion
campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for
the 'Most Effective Use of Advertising'.

The Asian Marketing Effectiveness Awards are the region's most prestigious awards that
celebrate resourceful Asian marketing. They are designed to set the standard for effective
marketing within the region, and aim to uncover the campaigns that show results through
innovative spirit and combining creativity with effectiveness to build world class brands.

Cadbury India ranked 7th Great Place to Work in India

No. 1 FMCG Company
Cadbury India has been ranked as the
7th Great Place to Work and the No. 1
FMCG company in India in 2008, by the Great Place to Work Institute.

This study, in its fifth year in India , has a presence in 30 countries and is the oldest, most
comprehensive and respected workplace study worldwide. Over two hundred companies
throughout India participated in the survey, which measured the degree of satisfaction of
employees with their place of work and picked out the best working environments. This is the
fourth time we have featured amongst the Great Places to Work in India . We were ranked 10th
in 2003, and were among the top 25 in 2004 and 2005.

Great Place to Work 2007

 'Cadbury India' has been awarded the "Bronze Award for Excellence in People
Management" in the 'Great Place to Work 2007' survey conducted by Grow
Talent Company Limited and Businessworld. The award recognizes Cadbury
India as a national leader in the area of Human Resource Management.

Business World along with Grow Talent has been carrying out the 'Great Place
to Work' survey for the past 4 years. This award is based on the ranks received in top 25 list of
the Great Place to Work India studies conducted in the last four years.

ABBY Award wins for India.

The prestigious ABBY awards, held in
March, recognise creative excellence in
the Indian Advertising Industry. The Ulta Perk campaign won four Silver Awards in total and
the Cadbury Dairy Milk Campaign, Miss Palampur, also won a Silver Award. This year
Cadbury also sponsored the new 'Young ABBY' Award.

Bournvita won the Emmvie Gold for the

Best Media Innovation - TV.

Cadbury won the Emmvie Gold for the Best Media Innovation - TV, for brand Bournvita, for
the entry Physical symbol of Confidence.

Cadbury Dairy Milk & Bournvita crowned as Consumer Superbrands

Cadbury Dairy Milk & Bournvita have done it again. For the
second time running, Cadbury Dairy Milk & Bournvita have been declared a `Consumer
Superbrand' for 2006-7 by Superbrands India.

Cadbury- Ranked among India's most respected companies

Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected
companies by sector conducted by Business World magazine in 2007.

Cadbury wins the Effies 2006

Pappu does it again!
At the recent Effie 2006 awards organized by The Advertising Club of
Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged two more
awards - Gold in the Consumer Products category and Silver in the Integrated
advertising campaign category.

Cadbury India roars at Cannes

Cadbury India received a bronze award at the Cannes Lions International
Advertising Festival for partnering with a mobile phone operator in 2005 to
provide exam results via SMS to school children.

Cadbury India is a Great Place to Work

The 'Great Place to Work' Institute study listed Cadbury India as a Great Place
to work in 2005 for the third time in a row. Incidentally, Cadbury was in the
Top 25 in 2003, 2004 and 2005 too.

Reader's Digest Award recognizes Bournvita

 Bournvita won the 'Reader's Digest Trusted Brands' Gold Award for the
vitamin health supplement category in Indian in 2006. The merit was
based on 7000 responses from questionnaires and telephone interviews
across Asia.

Suraksha Puraskar Award - 2005

Cadbury India's Bangalore factory has received the "Suraksha Puraskar"
safety award from the National Safety Council - Karnataka chapter.

National Safety Council (NSC) was set up by the Ministry of Labour,

Government of India in 1966, as an autonomous body to generate, develop
and sustain a voluntary movement on Environment, Health and Safety.

Superbrands

Cadbury Dairy Milk and Bournvita have achieved the distinction of a 'Superbrand' as awarded by
the Superbrands India Council.

CORPORATE SOCIAL RESPONCIBILITIES

Corporate Social Responsibility (CSR) is at the heart of our

success
At Cadbury India we have always believed that good values and
good business go hand in hand. It's part of our heritage and the way
we do things today. CSR is about growing our business responsibly.

Cadbury India has a tradition of caring for the environment and

enriching the quality of lives of the communities we live and work in,
through a variety of result-oriented programs.

Our
commitment
to the
Environment
Growing
Community
Value

Our commitment to the Environment

We are committed to responsible environmental, health and safety

management. We aim to look after the health and safety of our
people and minimize the environmental impact of our business
around the world.

Migratory birds stop over at our Bangalore factory!

Water is a
precious
Dam at our
resource. As
Bangalore factory
part of
Cadbury
India's efforts
to
continuously
increase
water
conservation
our
Bangalore
factory has
constructed a
check dam to
store the
rainwater.
This dam not
only acts as a
major ground
water
replenishing
source for the
bore wells in
the factories
and
surrounding
community,
but is also a
stopover
location for
some of the
migratory
birds!

Pioneering cocoa cultivation in India

Since 1974 Cadbury has pioneered the

development of cocoa cultivation in
India. For over two decades, we have
worked with the Kerala Agriculture
University to undertake cocoa research
and released hybrids that improve the
cocoa yield.
Our efforts have increased cocoa productivity and touched the lives
of thousands of farmers. Hardly surprising then that the Cocoa tree is
called the Cadbury tree!

Bangalore factory: the sun shines at night…

Acknowledged as 'Preserver of Environment'

Sunshine now lights the pathways on streets

outside our Bangalore factory at night.

Rising energy costs, and 300 sunny days a year,

inspired the factory to install 28 solar powered
streetlights. It will reduce annual carbon dioxide
(a major greenhouse gas) emissions by ten tonnes,
playing a part in the effort to reduce global
warming.

In appreciation of our commitment to implement environment

friendly initiatives, the Karnataka State Pollution Control Board has
honoured the Bangalore factory with the Parisara Premi (Preserver of
the Environment) Award for the second year in a row.

Growing Community Value

Everything needs a little nurturing to help it to grow. Our

communities are no different. Cadbury India is committed to growing
community value around the world. For our employees, this is about
making a difference in the community.

Non-formal school set up by Cadbury for children of migrant

workers in Baddi
Thanks to the efforts of the Baddi factory team over 50 children of
migrant workers living in and around our Baddi factory will now
have daily access to non-formal education. Cadbury has set up a non-
formal school as part of our commitment to create prosperous,
inclusive and healthy communities.

This is the first phase of Project SAHYOG an 18 month project

which commenced in January this year in partnership with an NGO
RUCHI. The project reaches out to over 400 poor & marginalized
families in Sandholi village near our Baddi factory and apart from
education, the other key interventions will be on village health,
sanitation, education & water harvesting.

The project was recently inaugurated by Mr B R Verma, Labour

Commissioner cum Chief Inspectorate of Factories & Directorate of
Employment; Himachal Pradesh in the presence of Mr Sudhir
Sharma, Dy Director Industries and senior officials of BBN
Industries Association. The Chief Guest appreciated Cadbury's effort
to make a difference in the community and encouraged the villagers
to come forward and support the initiative.

In the coming months the project through a group of 12 SAHYOG

CHAMPIONS (colleagues from the Baddi factory) will undergo an
orientation program with the NGO RUCHI and will subsequently
mobilize Baddi colleagues to volunteer their time in the community
on aspects of village health, sanitation and education.
Cadbury in tie-up with Bharti-Walmart to support education
needs of underprivileged children

In an effort to make a small difference to the communities in which

we operate we recently tied-up with Bharti-Wal-Mart to support the
infrastructure of a government school for underprivileged children in
Gurgaon.

As part this initiative, we have provided safe and clean facilities to

create an environment conducive to learning for the 80 odd children
enrolled in the school. This included re-painting the building,
cleaning and developing the gardens in the school premises, planting
trees and installing swing-sets in the play area. A team of 16 sales
colleagues spent a day in the school and truly made a difference!

Sarvam Program

With operations around the Pacific Ocean, we responded

immediately to the Asian Tsunami in late 2004. After initial
emergency relief donation we established a Tsunami Regeneration
Programme for essential long- term community rebuilding.

Working in partnership with a local charity, the Sri Aurobindo

Society, on a five-year project, we are contributing to the
redevelopment of two villages in the costal region of Pondicherry.
The project addresses education, health, economic development,
vocational training, organic farming, water harvesting and attitude
changes including the empowerment of women. Learning's from the
project will also create significant rural regeneration throughout the
rest of the Tsunami - hit regions and beyond.

Priorities for the first year include: providing simple housing and
toilets and repairing and developing eight pre-school centres and
three schools. We will also recruit teaching staff, health workers,
counselors as well as an administrator and set up a training and basic
IT centre.

Cadbury spreads smiles at Vatsalya

Cadbury India has partnered with Vatsalya Foundation, an NGO

working with underprivileged street children in Mumbai. Vatsalya's
motto is to give the child a supportive environment to live and study
in and gain skills so that they become contributing members of
society.

We support the educational needs of 100 street children by proving

them with their school fees and also other requirements like books,
stationery uniforms etc. We will also sponsor educational camps for
these children.

The other aspect of the partnership is the "Be My Friend"

Volunteering programme. Under this initiative colleagues are
encouraged to spend time with these children, encourage them to
study or just simply be their Friend.

Cadbury India supports the building of a Neo-natal ward

In an effort to provide a health start to the newborn infants of the
local community in the Thane district, we have supported the
construction of a neo-natal hospital ward at Thane`s municipal
hospital. The ward gives specialized and intensive care for premature
and critically ill newborns.

This intervention has helped the poor and needy who are in urgent
need of specialized healthcare.

Gurikha Project
Smiling girls of Gurikha school (built by Cadbury India)

In 1999, we launched the Community Initiative Programme under the

banner: Nutrition, Education, Security and Love near our Malanpur
factory (MP).

Gurikha Project has Village Development Committee

enlightened her to a new life of structured by Cadbury in session.
hope and some prosperity.

As a result, we focused on healthcare and education in the nearby

village of Gurikha. A nursery school was started and key
improvements were made in the primary school.

The consultation and a bit of lateral thinking led to some real social
improvements: fresh drinking water from a new village pump, a
doctor's clinic, vet services for milk producing animals and fruit trees
for each household to plant during the monsoons. They also helped
increase attendance in school.

Smart girls from Cadbury aided Community Lady Worker

coaching class counselling a self help group on