DISCUSSION ON MARKETING OF ISSUES AND MANAGEMENT SERVICES

JANUARY 2014

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

COMPANY LIFE CYCLE & EQUITY PRODUCTS

Introduction

Start-up capital in
order to establish
and refine business
model
Infuse critical funds,
establish technical
know-how and
identify few key
customers
Company / product
introduced to market
through a focused
and intense
marketing effort

Growth

Second round capital

in order to fund all
important growth

At a stage when the

Company is
undergoing paradigm
change in business
Reputed PE funds to
establish investor
reputation, corporate
governance practices
and client networks

Maturity

Mature phase
financing to derive
optimal valuations
from both historical
financials and
business projections
Critical market size
reached to maximize
shareholder value

Plateau

Fund inorganic and

organic growth plans
Enjoy domestic /
international capital
markets valuations
and leverage
company reputation

Company has
reached a steady
state
Shareholder value
created through
return of excess
capital

Provide partial
liquidity option to
promoters/investors

Leverage future growth

in business to derive
value
ECM Product Offerings

Company level PE
IPO imminent

PrivateSBICAP
and Confidential
Source:
Research

IPO
Offer for Sale

Rights Issue
FPO
QIP / Preferential
Allotment / PIPE

Buy-back
Open Offer
De-listing

AN OVERVIEW OF EQUITY PRODUCTS (1/2)

Product
Private
Equity

IPO

Private and Confidential

Suitable Companies
Small to mid size companies requiring equity funding
Companies expected to grow rapidly over next several years and would require
funds regularly over next 2-3 years
Value addition to business growth by PE investors
Companies requiring funds for future growth plans or Existing
investors/shareholders want to exit
High growth companies present in emerging/high potential sectors having
market leadership/USP
Companies generating stable cash flows with significant scope for growth
Company has achieved critical mass in terms of turnover, profitability

Rights
Issue

Companies requiring equity funding

Promoter wants to maintain stake and is willing to infuse funds

FPO

Companies requiring equity funding

Company wants to broad-based shareholders, improve liquidity

AN OVERVIEW OF EQUITY PRODUCTS (2/2)

Product

Suitable Companies

QIP (also
IPP & OFS)

Most preferred option for listed companies requiring equity funding/retire

debt/acquisition funding
Companies present in sectors having positive investor outlook

Buyback

Company wants to buyback its shares which are undervalued in the market
Company has sufficient reserves for funding buyback offering

Delisting

Promoter wants to take the company private

Management does not desire to follow listing and other regulatory requirements

Open Offer

Generally an outcome of an M&A transaction

Voluntary open offer also permissible
Offer related stipulations: Minimum offer size 26%. Trigger 25%

GDR/FCCB

Issued only by companies listed in India

Company wants to explore foreign currency funding/ fund raising options from
global markets

Private and Confidential

66

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

WHY LIST?
BENEFITS
Creating a market for the Company's shares
Enhancing the status and financial standing of the Company
Increasing public awareness and creating visibility for the Company and its products
Providing the company with an opportunity to implement employee stock option schemes for their
employees
Accessing to additional fund raising opportunities in the future by means of new issues of shares or other
securities

Facilitating acquisition opportunities by use of the Company's shares and

Offering existing shareholders a ready means of realizing their investments

DRAWBACKS

Increased scrutiny and cumbersome compliance requirements

Dilution of existing shareholders
Increasing costs in complying with higher level of reporting requirements
Suffering a loss of privacy as a result of media interest

PREPAREDNESS FOR IPO

Listing of Companies through Initial Public Offers (IPO) is an intricate process which requires meticulous
preparation by an issuer before approaching the market. A companys management needs to ask certain
questions and undertake a thorough introspection before proceeding with the IPO, which includes seeking
assistance/clarifications from certain other intermediaries as well. Such questions can be broadly classified
under the following categories.

Is Company Eligible for an IPO?

If yes, then is Company internally prepared for

undertaking an IPO exercise?

If yes, then what are the various IPO activities and

where it stands?

Finally, does it have a compelling investment story

and how it wants itself to be positioned?
99

BEFORE AN IPO KEY FACTORS TO BE CONSIDERED

Pre-requisites for an
IPO

Eligibility for the proposed IPO

Reviewing the past performance of the Company and understanding the business
Plan for the positioning of the Company as an investment story

Structuring the IPO

Composition of fresh issue and offer for sale in the IPO

Finalizing objects of the IPO
Capital Structuring exercise Bonus/Split Issue and ESOP/Employee reservation
Size of the IPO

Timing of the IPO

Advising on the process and activities for an IPO

Advising on factors such as market conditions, sector appetite, performance of
other listed peers and investor interest
Provide periodic market and sector updates

Preparedness for the

IPO

Advising on the applicable regulatory framework governing an IPO

Valuation of the Company
Assisting in preparation of data room for due-diligence
Identifying problem areas and long-lead items and assisting the Company in
resolving them
Engaging with the auditors for the financial and related deliverables to ensure
their readiness for the IPO
Discussions with regulators (SEBI, Stock Exchanges, etc.)
Advising the Company on Corporate Governance norms

10

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

11

IPO ACTIVITY SCHEDULE

Preparation
& Due
diligence

Filing
and
Marketing
Strategy

Board Resolution/
Shareholder Approval

Analyst Briefing &

Auditor briefing
Selection of
BRLMs &
Domestic
Counsel

Select Printer,
Registrar & PR
agency

Business/legal
/Financial
Due diligence

Kick-off
Meeting

Initiate
Corporate
Advertisements
Pre-deal
research
Reports

DRHP
filing
with SEBI

Print &
distribute draft
red herring
prospectus

Closing

Roadshows

Listing on Stock
Exchange

Price Band
announce
ment

Issue Open
- Close

~5 weeks

RHP filing

SEBI
Clearance

Anchor
Investor

Marketing
& Book
building

Due Diligence &

Offer Document
Preparation

Time Taken

Sign
underwritin
g/ other
docs

Final SEBI
Reporting

Print
prospectus
with pricing
information
to be filed
with RoC

Marketing
strategy/prici
ng

Allotment/A
llocation

~11 weeks*

~2 weeks

~3 weeks

IPO PROCESS TAKES 6 9 MONTHS*

12

KEY ACTIVITIES THAT REQUIRE COMPANYS ATTENTION (1/3)

Particulars

Detailed
Business Plan

Decide on the
Issue Structure
and seek
Regulatory
approvals

Compliance with
Clause 49 of the
Listing
Agreement

Key Activities

Finalise the Business Plan in consultation with the

BRLMs
Including details of projects in hand
Decide on overall dilution level and issue structure
Changes in authorised share capital, if required
Decide on dilution minimum 10% in case post issue market
cap is > Rs.4,000 crore
Decide on fresh issue of shares
Satisfy norms for all outstanding financial instruments, if any
Seek lenders consent/waivers etc
Issuance of bonus shares and split in face value, if required
Ascertaining the requirement of seeking FIPB/RBI approval
depending on the sector in which the company is engaged
Allotment of shares, if any, prior to filing of DRHP
a) Net public offer, b) ESOP/ ESPS, c) Reservations, if any,
including employee reservation

Compliance with corporate governance

50% of the board to comprise independent directors in case
of a non-independent chairman/ executive chairman
Induction of reputed, professional independent directors
Setting up of Audit Committee, Shareholder grievance
committee etc.

Key Considerations
Formulate business plan keeping in mind
the long-term objectives of the Company
Critical to align the growth plans with
investor expectation
Fine tuning of Business Plan to be done
once objects are finalized
Consider optimum bonus ratio and split,
if required, to expand the capital base
and reduce the per share value for optical
pricing
Examine compliance with promoter
contribution norms
Examine if the existing ESOP and ESPS are
SEBI compliant
Disclosures pertaining to Pre IPO, if any

Ensure compliance with corporate

governance norms of the listing
agreement prior to filing of the DRHP
with SEBI

13

KEY ACTIVITIES THAT REQUIRE COMPANYS ATTENTION (2/3)

Particulars

Key Activities

Key Considerations

Financial
Statements

Restated audited financial statements for the

previous five financial years and stub period (if
any) not more than six months old prior to the
date of filing of offer document standalone and
consolidated
Compliance with SEBI (ICDR) regulations on
Presentation of financial statements

Address auditor qualifications, if any

Legal and
Regulatory

Review and modify Memorandum and Articles of

Association to incorporate provisions relating to
compliance with the Stock Exchange requirements
Appointment of Compliance Officer
Update Secretarial and Legal records

Examine issues, if any, related to

company logo and IPRs, if any
Counsels to review articles for ensuring
compliance with listing agreement

Promoter and
Promoter Group
Structure

Examine and identify the promoter(s) of the

company finalise promoter group in terms of the
SEBI (ICDR) regulations
Collation of information of promoter(s) and
promoter group for disclosure in the offer
document

Examine if promoter(s)/ promoter group

has been defined in any document/
agreements

Group
Companies

Identification of group and associate companies

(including Joint Ventures) in terms of the SEBI
(ICDR) regulations
Collation of information for disclosure in the offer
document

Examine consents required, if any, for

making disclosure of companies in which
the company and/ or promoter(s) may be
an investor

14

KEY ACTIVITIES THAT REQUIRE COMPANYS ATTENTION (3/3)

Particulars

Key Activities

Key Considerations

Subsidiaries

Examine the disclosures required to be made by

Subsidiary companies in terms of the SEBI (ICDR)
regulations

Availability of restated audited financial

statements of Subsidiary companies for
the purposes of consolidation

Internal /
Shareholder
Approvals

Seek board and shareholders approval for the IPO

and corporate actions, if applicable constitute IPO
committee
In case of companies where there are Selling
Shareholder(s)/PE Investor(s), amendment of SHA/
AOA may be required

Availability of board of directors

Appoint key intermediaries involved in the IPO

Appointment of Registrar, Advertising

agency and the lead printer prior to the
DRHP filing
Critical to appoint the Advertising agency
early in the process post kick off
considering recent modifications in SEBI
Regulations

Appointment of
Intermediaries

15

DATA ROOM & SIGNIFICANCE

Data Room is used as the epicenter for enabling due diligence, discussions, working place for preparation of the
Offer Document.
Material contracts and
material
documents
and all due diligence
and other IPO related
documents

Legal Counsels will provide an

indicative detailed list of
documents to be arranged in
the data room

All material documents and contracts should be made available for due diligence by
BRLMs and legal counsels
A Data Room shall be arranged wherein the documents requested by various parties
are provided. Data Room shall have appropriate facilities for carrying out discussions
and infrastructure like computers, internet connections, telephones, printers for the
working teams
The Company should designate a set of senior officials for coordinating the collection
of documents and information requirements from within the Company. There should
be a coordinator in each department for providing information specific to that
department
It is advisable that soft/scanned copies of documents are readily available for ease of
reference
A detailed list of documents required for due diligence and other IPO activities will be
provided to the Company by the legal counsels
Data Room should be in place soon after the appointment of BRLMs and legal
counsels, so as to begin the due diligence exercise expeditiously

16

CAPITAL STRUCTURING SOME THOUGHTS

The following factors are reckoned while determining the capital structure:
The objects/purpose for which company needs the funds to be raised through the IPO
Checking the adequacy of authorized capital with respect to post-issue capital and Increasing the
Authorized Share Capital if needed be
Composition & size of the issue fresh issue/ offer for sale/ combination
Bonus/ split of shares to adjust price and comply with SEBI/ SE listing requirements
Impact on various financial ratios due to capital structuring
If the issue price is Rs. 500/- or more, the issuer company shall have a discretion to fix the face
value below Rs. 10/- per share subject to the condition that the face value shall in no case be less
than Rs. 1 per share
If issue price is less than Rs. 500 per share, the face value shall be Rs. 10/- per share

Options

Share Capital

Reserves &
Surplus

EPS

ROE

Book Value per

share

Bonus
Stock Split
Bonus & Stock Split

17

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

18

KEY INTERMEDIARIES INVOLVED (1/2)

Intermediary

Responsibility

Appointment
Date

Domestic legal
counsel(s)

Conducting legal due diligence on the Company and

identifying Indian legal/regulatory issues
Drafts non-business sections of the offering document
Provides drafts of legal documents like resolutions,
responses to regulators and issuer related agreements
Assists and advises company in all the legal aspects of
IPO

Before Kick-off
Meeting

International legal
Counsel(s)

Provides draft of engagement letter and negotiates

comfort letter with auditors
Drafts business sections (Risk Factors, Industry,
Business, Management Discussion & Analysis
Sections) of the offering document
Assists & advises company in the legal aspects related
to international marketing of IPO

Before Kick-off
Meeting

Registrar

Coordinates dematerialization of shares of the issuer

company
Manages bids received from all investor categories
and finalizes allocation of shares
Responds to investor complaints received after issue
closure and handles refund related issues

4 6 weeks before
DRHP Filing

19

KEY INTERMEDIARIES INVOLVED (2/2)

Intermediary

Responsibility

Appointment
Date

Auditors

Provide restated financial statements as per SEBI regulations

Provide comfort letters and other certificates

Printers

Print offer documents, bid application forms, refund orders and

publicity materials

1 -2 weeks before
DRHP Filing

PR Agency

Coordinates road show arrangements like press meet, broker and

analyst meetings and conferences
Designs corporate advertisements for the company
Develops and organizes media publicity plan for the company

2 weeks before DRHP

Filing

Bankers to the
Issue/SCSBs

The applications collected by the collection agents shall be

deposited in the special share application account (escrow account)
with designated scheduled bank
Refund on unsuccessful applications
Support ASBA Applications

4 5 weeks after
DRHP Filing

IPO grading agency

THE Board of SEBI has in its meeting on December 24, 2013 has
approved the proposal to make IPO grading mechanism voluntary,
however, it is yet to be notified/made effective

4 weeks before DRHP

Filing

Syndicate/SubSyndicate Members

Marketing / Procurement in the Issue and related activities

2 3 weeks before
RHP Filing

Monitoring Agency

If Issue size > Rs.500 Cr. Monitoring agency has to be appointed

2 3 weeks before
RHP Filing

Existing Auditors

20

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

21

MARKETING OF AN IPO AN INTRODUCTION

WHY

Education of Investors
Generate Investor Interest

After RHP filing

WHEN Market conditions

WHOM

Institutional Investors
Retail / HNI

Investor Sentiment
WHERE 144A / Reg S Issue issue size

Private and Confidential

22

MARKETING PROCESS

Sales Force
Briefing by
management

Preparing
Management

Generate
Interest among
Investors

Conduct of
Roadshows

Marketing the IPO

Preparation of
Roadshow
presentation

Positioning of
Company

Private and Confidential

23

STEPS IN MARKETING

Step 1: Positioning of Company

Macro
Environment/
Markets

Industry
specific
factors

Private and Confidential

Address
potential
investor
concerns

Company
specific
factors

24

STEPS IN MARKETING

Step 2: Roadshow Presentation

Preparation of Roadshow Presentation
Vetting of Presentation by Legal Counsels
Ensure consistency with RHP
Prepare FAQs

Private and Confidential

25

STEPS IN MARKETING
Step 3: Preparing the Management
Decide Composition of Roadshow team
Briefing Management on modalities of roadshow
No Non public / forward looking statements

Step 4: Sales Force Briefing

Equip Sales with required information
Dry-run of Management Presentation and Q&A

Step 5: Generate interest among Institutional Investors

Sales team reach out to Investors

Step 6: Conduct of Roadshow

Meetings set up

Private and Confidential

26

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

27

POSSIBLE INSTITUTIONAL INVESTORS

Invested in Peers
Industry Focus / Sub-Sector Focus
Bullish on India
Interested in Specific kind of Deals (For eg. GoI Disinvestments)
Investors building stake in competitors

Private and Confidential

28

SAMPLE ROADSHOW SCHEDULE

US
4 DAYS
Batterymarch
Boston Company
Capital International
CPP
Discovery
Fidelity
GE AM
Geosphere
Lazard Ltd.
Matthews International
Oppenheimer Funds
Putnam
SAC Capital
State Street
TIAA CREF
Vontobel
Waddell & Reed

LONDON
2 DAYS
Boyar Allan
Ballie Gifford
Capital Research
Charlemagne
Charmignac Gestion
Esemplia
Eton Park
Foreign & Colonial
Genesis
Jupiter AM
Legal & General
NBIM
Pictet
Pioneer
Scottish Widows
USS

CONTINENTAL EUROPE
1 DAY
Allianz Global
APG Asset Management
Comgest
DWS
Robeco Group
UBS AG
Union Investment

GEOGRAPHY
Mumbai
Chennai
Singapore
Hong Kong
London
US
Continental Europe
(Optional)
Middle East (optional)
Private and Confidential

MIDDLE EAST
1 DAY
ADIA
KIA
QIA

INDIA
3 DAYS
Bajaj Allianz
Birla MF
Birla Life
DSP BlackRock MF
Franklin Templeton
GSAM
HDFC Life
HDFC MF
ICICI Prudential Life
ICICI Prudential MF
IDFC MF
L&T MF.

LIC
Lloyd George
Reliance MF
Reliance Life
SBI
SBI Life
SBI MF
Sundaram MF
Temasek
UTI MF

HONG KONG
1 DAY
AllianceBernstein
Amundi
BlackRock
Central Asset
Factorial
Fidelity
Hamon
Invesco

SINGAPORE
2 DAY
Aberdeen
Daiwa AM
Eastspring
First State
GMO

JP / JF
Oasis
Schroders
Tree line
UBS
Ward Ferry

Govt of Singapore
HSBC / Halbis
Nikko AM
Nomura
T. Rowe Price
Price
UBS Global
Wellington

Final Marketing
Format
# of days
1 x 1 + Group Lunch
2
1x1
1
1 x 1 + Group Lunch
2
1 x 1 + Group Lunch
1
1x1
2
1x1
5
1x1
1x1

1
1

29

CASE STUDY: ABC LIMITED

Key Holders in
Sector

DII

Key Holders in
Sector

FII

Private and Confidential

Investor Name
Birla Sun Life MF
Franklin Templeton
HDFC MF
HSBC MF
ICICI Prudential Life
ICICI Prudential MF
LIC
Reliance MF
SBI Life
SBI MF
Tata MF
UTI MF

Investor Name
Allianz Global
APG Asset Management
BlackRock Group
Capital World
Fidelity Group
HSBC / Halbis
Invesco
JP / JF
NBIM
Pictet Asset Management
Templeton Group
The Children's Investment Fund

ABC

G
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

N
Y
Y
Y

N
Y

Y
Y

Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

Y
Y
Y

Y
Y
Y
Y

COAL INDIA
Y
Y
Y
Y
Y
Y
Y
Y

GMDC

MOIL

NALCO

Y
Y
Y
Y
Y
Y

NMDC

SAIL
Y

Y
Y
Y
Y

Y
Y

Y
Y
Y
Y

Y
Y

30

CASE STUDY: ABC LIMITED

3

Key Investors
Interested in
similar mandates

Bajaj Allianz

Emerging India Focus Fund

SA

Factorial

NT

Top Holders of India

Private and Confidential

Govt of Singapore

HSBC / Halbis

ICICI Bank

ICICI Prudential MF

LIC

Reliance MF

SBI

SBI MF
SBI Life

Y
Y

SC
Y

Geosphere

ICICI Prudential Life

SJ

Y
Y

Y
Y

Y
Y

Aberdeen Asset Management

First State Investment

ICICI Prudential MF

SBI Life

BlackRock Group

Govt of Singapore

LIC

SBI MF

Capital World

HDFC MF

NBIM

T. Rowe Price

Dimensional Fund Advisors

HSBC / Halbis

OppenheimerFunds

Templeton Group

Eastspring Investments

ICICI Prudential Life

Reliance MF

UTI MF

Fidelity Group

JP / JF

Schroders

Vontobel

31

CASE STUDY: ABC LIMITED

5

Key Investors in
Domestic Peer

Companies: FII

Companies: DII
Investor Name
Birla Sun Life MF
DSP BlackRock MF
Franklin Templeton
HDFC MF
ICICI Prudential Life
ICICI Prudential MF
IDFC MF
ING Vysya Life
Kotak Life
Kotak MF
L&T MF
Life Insurance Corp. of India
MSIM
Reliance MF
SBI Life
SBI MF
Sundaram MF
Tata AIA Life
Tata MF
UTI MF

Private and Confidential

Key Investors in
Domestic Peer

ABC
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

N
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

NM
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

Y
Y
Y
Y
Y
Y

Y
Y
Y
Y
Y
Y

Y
Y
Y

Y
Y
Y

Y
Y
Y

Investor Name
AllianceBernstein
Amundi
APG Asset Management
BlackRock Group
BNP Paribas Investment
Capital Group
Comgest SA
Eastspring Investments
Fidelity Group
First State Investment
HSBC / Halbis
ING Investment Management
Invesco
JP / JF
Lloyd George
NBIM
Pictet Asset Management
T. Rowe Price
Templeton Group
The Children's Investment Fund

ABC

N
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

NM
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

Y
Y

Y
Y
Y
Y
Y
Y

32

CASE STUDY: ABC LIMITED

7
Key Investors in Global
Peer Companies

Investor Name

APG Asset Management

BlackRock Group
Capital Group
Eastspring Investments
Fidelity Group
Govt of Singapore
GSAM
HSBC / Halbis
Invesco
JP / JF
Legal & General
Legg Mason
MSIM
NBIM
Schroders
T. Rowe Price
Templeton Group
TIAA-CREF
UBS AG
Wellington

Y
Y

Private and Confidential

Y
Y

Y
Y
Y
Y
Y

Y
Y
Y

Y
Y

Y
Y
Y
Y
Y
Y
Y
Y
Y

Y
Y
Y
Y
Y
Y
Y
Y

Y
Y
Y
Y
Y
Y
Y

Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

Y
Y
Y

Y
Y
Y
Y
Y
Y
Y

Y
Y
Y

Y
Y
Y

Y
Y

Y
Y
Y
Y

Y
Y
Y
Y

Y
Y
Y
Y
Y

Y
Y
Y
Y
Y
Y
Y

Y
Y

Y
Y

Y
Y

Y
Y

Y
Y

Y
Y

Y
Y
Y
Y

Y
Y
Y

Y
Y
Y

Y
Y
Y

Y
Y
Y

Y
Y
Y

Y
Y
Y
Y

Y
Y
Y
Y

Y
Y
Y
Y
Y
Y

33

AGENDA

UNDERSTANDING EQUITY PRODUCTS

GETTING IPO READY

IPO PROCESS

KEY INTERMEDIARIES INVOLVED

MARKETING OF IPOS

MARKETING TO INSTITUTIONAL INVESTORS

MARKETING TO RETAIL AND HNI INVESTORS

Private and Confidential

34

MARKETING TO RETAIL AND HNI INVESTORS

SELLING COMMISSION

DISCOUNT TO RETAIL

To incentivize Brokers and ASBA banks

Brokerage of 0.35% for Retail and 0.15% for
HNI procurement

Discount to Issue Price will maximize

Retail Investor participation, leading to
wider Investor base

PR CAMPAIGN

OTHERS

Media Press/Electronic
Broker and Press Conference

Private and Confidential

Widespread Bidding/Collection Centre

Network

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THANK YOU

JANUARY 2014

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