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Section 3: Introduction Summary of Our Business
Section 3: Introduction Summary of Our Business
Overview
We are a fast moving consumer goods (FMCG) company in the mens care, hair care and personal care
segments of the Indian market and offer branded products including deodrants, perfumes ,talcum powder,soaps, hair
colour products. Our flagship brand Dynamite men’s Deo spray had a 68.1% market share by value in the Indian
organized segment in 2006 . Dyanmite was purchased by 75.4 million surveyed men’s during the period April 1,
2006 to March 31, 2007. We believe that our brands enjoy association with our core values including offering value-
for-money products to the common man.
Our key brands are Dynamite, Magic and Persona . The product line for Dynamite consists of men’s
deodorant spray, shaving cream, soap and talcum powder. Our magic product line consists of hair colour and hair
conditioner.Persona’ss product line includes persona soaps and persona face wash and persona scrubber. We
produce personal care products under the persona.
Our Dynamite deo spray and Magic hair colour occupy leading positions and have significant market
shares in their respective product segments. Dynamite’s success led us to be ranked first in Deodrant spray with a
71.7% market share in India by value for the month ended June 30, 2007. OurMagic hair colour achieved a 20.7%
market share in India by value for the month ended June 30, 2007. In addition, our Persona soap achieved a 16.6%
market share in northern India by value for the month ended June 30, 2007.
Our branded products are present throughout urban and rural India. We have focused the marketing and
distribution of our products in various states in India and in both rural and urban areas, targeting our various brands
and specific products to suit consumer needs and tastes. We have extended most of our brands nationally. Our
brands are particularly well-known in northern India.
Strengths
We believe that we are well positioned to sustain and strengthen our position in the markets in which we
compete as well as to exploit significant growth opportunities that exist in the expanding household goods sector, in
both urban and rural India and abroad. We believe the following are our principal strengths:
We also have a wide distribution reach. We have established a distribution network across India with a
sales staff of over 1,500 people servicing approximately 2,500 distributors. According to A.C. Nielsen, our
Dynamite deo spray was availble in approximately 2.80 million outlets in India as on June 30, 2007. We believe that
our field staff have a direct reach of approximately 1 million retail outlets.
The success of our Dynamite deo spray led us to be ranked first in fabric whitener with a 68.9% market
share in India by value for the year ended June 30, 2007. (Source A.C. Nielsen). In addition, Dynamite was amongst
India’s 50 most trusted brands , and Dynamite ranked 5th in the mens care segment and 19th among class 2 cities in
the Brand Equity Survey. (The Economic Times, May 30, 2007, June 6, 2007)
Our magic hair colour achieved a 19.7% market share in India by value for the year ended June 30, 2007.
(Source A.C. Nielsen) .
.
We have a research and development (R&D) team comprising of scientists and technicians from
various disciplines. We have a product and formulation R&D centre and our R&D team aims at formulating
innovative products and packaging concepts into aesthetically appealing product offerings for the benefit of
consumers. This has enabled us successfully to identify and implement new products and product improvements.
Our well-qualified and experienced management team has played a key role in the development of good
corporate governance, effective internal controls and accounting policies, efficient employee relations, and stable
supply chain relationships.
Our Vision
Our vision is to develop innovative brands, to tap high growth categories and to reach underdeveloped
markets and emerging categories to meet the day-to-day requirement of every Indian household. We also seek to
promote our core values that include offering value for money products to the common man.
Our Strategy
We intend to work toward achieving our vision and to grow our business by implementing the
following key strategies.
Leverage our dominant Dynamite brand with other branded mens care products
We plan to leverage the dominant market leadership of the Dynamite deodrant brand with our Dynamite
soap and Dynamite talcum powder. We launched our Dynamite talcum powder in Kerala in 2005 and will launch
the product in other southern Indian states in 2007.
Improve efficiencies and manage our costs
We seek to improve efficiencies and costs from the sourcing of the raw materials to the supply of
products to consumers. Certain areas identified by us for cost reduction projects include packaging design, raw
material management, improving yields, tax structuring and structuring of financial transactions. We set cost
improvement targets each year and offer performance based incentives to key managers to meet such targets. We
believe that by aggressively seeking to cut costs throughout our production, distribution and sales process, we are
able to sustain our culture of innovation and development and to compete more effectively with our competitors.
We are registered with the RoC for Bhopoal situated at Everest Building, Kolar Road,
Bhopal 462030.
Our Board of Directors
Name Designation
Mr. Kamal Sewani .............. Executive Director (Chairman and Managing Director)
Ms. Lekha Jalori ................... Executive Director (Deputy Managing Director)
Ms. Mamta Bhojwani .......... ..Executive Director
Mr. Amit Pawar ................... . Non-executive independent Director
Mr. Salil Shrivastav ................Non-executive independent Director
For further details of our Directors, see the section titled “Our Management—Our Board of Directors” on
page 76 of this Red Herring Prospectus.
Mr. K. L. Bansal
Sunlight E,nterprises Limited,
43, Mandideep Colony,
Bhojpur Road,
Bhopal 462030
Syndicate Members
Email: jyothylabs-ipo@intimespectrum.com
Website: www.intimespectrum.com
Contact Person: Mr. Sachin Achar
Credit Rating
As this is an Offer of Equity Shares, there is no credit rating.
Trustees
As this is an Offer of Equity Shares, the appointment of a trustee is not required.
IPO Grading
This Offer being has been rated by Credit Analysis & Research Limited as CARE IPO GRADE 4
(Grade four) indicating above average fundamentals. For details in relation to the Report of the Grading
Agency, refer to “Annexures” beginning on page 263. Attention is drawn to the disclaimer appearing on page 2 of
the report of Credit Analysis & Research Limited.
Due-diligence of the Company, including its operations, management, KMCC & ENAM KMCC
business plans, legal etc. Drafting and design of the Red Herring
Prospectus and of statutory advertisement, including memorandum
containing salient features of the Prospectus. The BRLMs shall ensure
compliance with stipulated requirements and completion of prescribed
formalities with the Stock Exchanges, the RoC and SEBI, including
finalization of Prospectus and the RoC filing.
Drafting and approving all statutory advertisements. KMCC & ENAM KMCC
• Approval of all non-statutory advertisements, including corporate KMCC & ENAM ENAM
advertisements;
• Preparation and finalization of the road-show presentation; and
• Preparation of Frequently Asked Questions for the road-show team.
Appointment of intermediaries viz. printer(s), and advertising agency KMCC & ENAM KMCC
for the Offer.
Appointment of Registrar to the Offer and Banker(s) to the Offer. KMCC & ENAM ENAM
Non-institutional and retail marketing of the Offer, which will cover,
inter alia: KMCC & ENAM ENAM
• Formulating marketing strategies and preparation of publicity
budget;
• Finalizing media and public relations strategy;
• Finalizing centers for holding conferences for brokers etc.;
• Following up on distribution of publicity and Offer material
including form, prospectus and deciding on the quantum of the
Offer material; and
• Finalizing collection centers.
Institutional marketing of the Offer, which will cover, inter alia: KMCC & ENAM ENAM
• Institutional marketing strategy;
• Finalizing the list and division of investors for one to one meetings;
and
• Finalizing road show schedule and investor meeting schedules.
Co-ordination with Stock Exchanges for Book Building software, KMCC & ENAM KMCC
bidding terminals and mock trading.
Managing the book and finalization of pricing in consultation with the KMCC & ENAM ENAM
Company.
Post-Bidding activities, including management of Escrow Accounts, KMCC & ENAM ENAM
coordination of allocation, intimation of allocation and dispatch of refunds
to Bidders etc. The post-Offer activities will involve essential follow-up
steps, including finalization of trading and dealing of instruments and
dispatch of certificates and demat and delivery of shares with the
various agencies connected with the work such as the Registrar to the
Offer and the bank handling refund business. The BRLMs shall be
responsible for ensuring that these agencies fulfill their functions and
enable it to discharge this responsibility through suitable agreements
with the Company.
Monitoring Agency
There is no requirement to appoint a monitoring agency for the Offer under clause 8.17.1 of the SEBI
Guidelines.
Book Building Process
Book building, with reference to the Offer, refers to the process of collection of Bids within the Price Band
on the basis of the Red Herring Prospectus. The Offer Price is finalized after the Bid/Offer Closing Date.
The principal parties involved in the Book Building Process are:
• our Company;
• the Selling Shareholders;
• the BRLMs;
• the Syndicate Members, who must be intermediaries registered with SEBI under Section 12(1) of the
SEBI Act or registered as brokers with the Stock Exchange(s) and eligible to act as Underwriters, and
who are appointed by the BRLMs; and
• the Registrar to the Offer.
The Offer is being made through the 100% Book Building Process wherein up to 50% of the Offer
shall be available for allocation on a proportionate basis to QIBs, out of which 5% shall be available for
allocation on a proportionate basis to Mutual Funds only. The remainder shall be available for allocation on a
prop006Frtionate basis to QIBs and Mutual Funds, subject to valid Bids being received from them at or above the
Offer Price. Further, at least 15% of the Offer will be available for allocation on a proportionate basis to Non-
Institutional Bidders and at least 35% of the Offer will be available for allocation on a proportionate basis to Retail
Individual Bidders, subject to valid Bids being received at or above the Offer Price.
QIBs are not allowed to withdraw their Bids after the Bid/Offer Closing Date. Pursuant to
amendments to the SEBI Guidelines, QIB Bidders are not allowed to withdraw their Bid(s) after the Bid/Offer
Closing Date. For further details, see the section titled “Terms of the Offer” beginning on page 222 of this Red
Herring Prospectus.
We will comply with the SEBI Guidelines and any other ancillary directions issued by SEBI for this
Offer. In this regard, we have appointed the BRLMs to manage the Offer and procure subscriptions to the Offer.
The Book Building Process under SEBI Guidelines is subject to change from time to time and
investors are advised to make their own judgment about investment through this process prior to making a
Bid in the Offer.
Illustration of Book Building Process and Price Discovery Process (Investors should note that this
example is solely for illustrative purposes and is not specific to the Offer)
Bidders can bid at any price within the price band. For instance, assume a price band of Rs. 20 to Rs.
24 per share, an offer size of 3,000 equity shares and receipt of five bids from bidders, out of which one bidder has
bid for 500 shares at Rs. 24 per share while another has bid for 1,500 shares at Rs. 22 per share. A graphical
representation of consolidated demand and price would be made available at the bidding centers during the bidding
period. The illustrative book given below shows the demand for the shares of the company at various prices and is
collated from bids from various investors.
Bid Quantity Bid Price (Rs.) Cumulative Quantity Subscription
(%)
The price discovery is a function of demand at various prices. The highest price at which the company is able to
offer the desired number of shares is the price at which the book cuts off i.e. Rs. 22 in the above example. The
company and any selling shareholders, in consultation with BRLMs, will finalize the offer price at or below such cut
off price, i.e. at or below Rs. 22. All bids at or above the offer price and cut off bids are valid bids and are
considered for allocation in the respective categories.
Underwriting
After the determination of the Offer Price and allocation of the Equity Shares that are proposed to be
sold pursuant to the Offer, but prior to filing of the Prospectus with the RoC, our Company and the Selling
Shareholders will enter into an Underwriting Agreement with the Underwriters for the Equity Shares proposed to be
offered through this Offer. It is proposed that pursuant to the terms of the Underwriting Agreement, the BRLMs
shall be responsible for bringing in the amount of monies devolved in the event that their respective Syndicate
Members do not fulfill their underwriting obligations.
The Underwriters have indicated their intention to underwrite the following number of Equity Shares:
(This portion has been intentionally left blank and will be filled in before the filing of the Prospectus
with the RoC)
Name and address of underwriters Indicative no. of Equity Amount underwritten
Shares underwritten (Rs. in million)
Board of Directors,
Jyothy Laboratories Limited
43, Shiv-shakti Industrial Estate,
Andheri-Kurla Road,
Marol, Andheri (East),
Mumbai – 400 059.
Dear Sirs,
Statement of Possible Tax Benefits available to the Company and its shareholders
We hereby report that the enclosed statement states the possible tax benefits available to the Company
under the Income-tax Act, 1961 and Indirect tax laws, presently in force in India and to the shareholders of the
Company under the Income tax Act, 1961 and the Wealth Tax Act, 1957, presently in force in India. Several of
these benefits are dependent on the Company or its shareholders fulfilling the conditions prescribed under the
relevant provisions of the statute. Hence, the ability of the Company or its shareholders to derive the tax benefits is
dependent upon fulfilling such conditions, which based on business imperatives the Company faces in the future, the
Company may or may not choose to fulfill.
The benefits discussed in the enclosed statement are not exhaustive and the preparation of the contents
stated is the responsibility of the Company’s management. This statement is only intended to provide general
information to the investors and is neither designed nor intended to be a substitute for professional tax advice. In
view of the individual nature of the tax consequences and the changing tax laws, each investor is advised to consult
his or her own tax consultant with respect to the specific tax implications arising out of their participation in the
issue.
Place: Mumbai
Date: October 24, 2007