ASSIGNMENT

ON

VIJAY MALIYA

Submitted by: Guided By: -

Amit vadher D. Dr. Jay Badiyani

Submitted To:

Department of Business Administration,

Bhavnagar University,

Bhavnagar
“LIVE LIFE KING SIZE”-viyay maliya

PROFILE

 Born: December 18, 1955 (age 53)Bantwal, Karnataka, IN

 Occupation: Rajya Sabha MP, Chairman- United Breweries Group,

     Kingfisher Airlines, Force India, Royal Challengers    

      Bangalore ,United Racing and Bloodstock Breeders
 

 Net worth: US$1.2 billion

 Age: 52
 Fortune: inherited and growing
 Source: liquor
 Net Worth: $1.2 billion
 Country Of Citizenship: India
 Residence: Bangalore , India, Asia & Australia
 Industry: Beverages
 Marital Status: married, 3 children
 Education: Calcutta University, Bachelor of Arts / Science  

VIJAY MALLYA
 
 Referred to as India‘s Richard Branson. A great part of the personality of the Kingfisher
brand is based on Mallya’s personality. He is credited with having single handedly changed
the image of his beer brand from a commodity to a lifestyle brand. The Kingfisher brand
commands a 29% share of the beer market in India and is sold in over 52 countries
Vijay Mallya was born on born December 18, 1955. His father, Vittal Mallya was a famous industrialist.
Vijay Mallya received his higher education from La Martiniere Boys` College in Kolkata .Later he was
graduated from Calcutta University.

Vijay Mallya is the Chairman of the United Breweries Group from1983 .Under his active leadership the
company has got the multi-national status.Mallya brought sixty companies across the world and thus
the company has become the conglomerate of over sixty firms. The UB Group has different kinds of
business throughout the world like- alcoholic beverages, life sciences, engineering, agriculture,
chemicals, information technology and leisure. Recently, United Breweries Group acquired the Scotch
whisky maker Whyte & Mackay for Rs 4,819 crore.

In 2005, Vijay Mallya started a new domestic airline service called Kingfisher Airlines. In a very short
span of time Kingfisher Airline established itself as a good service provider. It is the first airline in India
that provides all new aircrafts to the passengers. Kingfisher Airlines is also the first Indian airline, which
already orders for the luxurious Airbus A380 of the world. At present the airline connects 32 cities
around the country. Mallya became a strategic partner for Epic Aircraft-a U.S based aircraft
manufacturing company in 2007.He expects that he can move to aircraft making business with the help
of this company.

Apart from business Mallya also has shown inclination in professional car racing, horse racing, and
aviation. He won several awards in these fields. Mallya is also the owner of the East Bengal Football Club
in Kolkata. In 2007 Mallya became the 664th richest person in the world with a net fortune of $1.5
billion.Vijay Mallya is well known for his showy and ostentatious lifestyle.

Mallya is now going to launch Formula 1 car racing in New Delhi . In the year of 2000, Vijay Mallya
entered into the political arena of India. He was made the president of Bharatiya Janata Party in place of
Subramaniam Swamy. Presently, he is a member of Rajya Sabha.

He founded Mallya Hospital in Bangalore and donated huge money for the Mallya Aditi International
School, a prestigious private school in Bangalore.

Vijay Mallya: The king of good times - June 14th, 2007

It's no wonder they call Vijay Mallya the "King of Good Times," because the Indian tycoon sure
knows how to throw a party. A week after bagging Scotch whisky maker Whyte & Mackay Ltd.
for $1.2 billion on May 16, the 51-year-old chairman of India's UB Group Ltd staged one of his
epic bashes aboard his 311-foot yacht, the Indian Empress, anchored off the French Riviera.

Among the 300-odd guests were steel baron Lakshmi Mittal and other Indian industrialists,
European aristocrats, and celebrities such as American hip-hop artist Jay-Z. A DJ flown in from
Mumbai spun Bollywood tracks. And while Indian dishes such as fish Amritsari and Tandoori
chicken were served, the wine that flowed all night came from the Loire cellars Mallya acquired
last year.
Mallya, you might say, is Indias Sir Richard Branson. Like the British entrepreneur, he has a
larger-than-life personality and owns a slew of businesses, from breweries (his Kingfisher beer is
a staple of Indian restaurants from Kolkata to Cleveland) to Kingfisher Airlines, a leading Indian
carrier. UB Group is the worlds No. 3 spirits conglomerate, after Diageo PLC and Pernod
Ricard. Mallyas empire also spans engineering, fertilizers, and petrochemicals.

Indian aviation's ambitious flight plan

Among his personal investments are thoroughbred horses, a game lodge in South Africa, and
small newspapers in the San Francisco Bay Area. "I'm not making money on [the papers], but it's
a fun business to be in," he says. Mallya's latest move: a May 31 takeover bid for Indian low-cost
carrier Air Deccan.

Even in a country thats minting millionaires by the hundreds, the silver-maned liquor baron is in
a class by himself. His net worth is estimated at $1.5 billion - a figure he doesn't quibble with.
And he is not shy about flaunting his wealth, with a collection of 42 homes scattered across the
world, 250 vintage cars, a customised Boeing 727 and two other corporate jets, and three yachts
-including the Kalizma, a 165-footer once owned by actor Richard Burton.

"Everybody calls me flamboyant, as though it's my middle name, but I've always been the way I
am," he says during an interview at his sprawling, 10-bedroom Mumbai home overlooking the
Arabian Sea. Mallya is dressed down, in jeans and a bright red T-shirt emblazoned with the
Kingfisher insignia. But as usual hes dripping with jewelry - gold chains, an antique diamond-
studded watch, diamond earrings, and a gigantic bracelet with his initials spelled out in
diamonds.

An empire at 27

Despite Mallya's obvious success, his freewheeling lifestyle long cost him the respect of India's
straitlaced business community. Mallya was only in his 20s when his father died in 1983, leaving
him in control of an empire with annual revenues of $100 million.
Airbus gets a boost from India
He spent the next two decades winnowing the 22 businesses he inherited - ranging from a
brewery to a drugmaker to a battery manufacturer - to just a half-dozen. Those he kept, though,
have flourished. Today, revenues for the UB Group run to $1.2 billion. Yet for years, Mallya was
dogged by allegations that he dipped into his companies' coffers to fund his lavish lifestyle,
something he vehemently denies. "I was born with a silver spoon, so why should I spend the
company's money?" he says.

It wasn't until Mallya launched Kingfisher Airlines in 2005 that he earned the corporate
acceptance he craved. With its seatback video screens, smartly dressed flight crew, and attentive
service, Kingfisher raised the bar for domestic Indian carriers. The five Airbus A380 superjumbo
jets Mallya has on order will surely generate additional buzz.

After the Deccan acquisition, Kingfisher will be in a strong position to take advantage of an
expected doubling in India's air passenger traffic, to 60 million, by 2010. "Mallya has become an
important part of Corporate India," says Vijay Chugh, an analyst at JPMorgan Chase & Co in
Mumbai. "The airline business has changed his profile completely."

Pepsi: Repairing a poisoned reputation in India

Now, he's aiming to go global. Mallya hopes to begin Kingfisher flights to the US and Britain by
the end of the year. He's also stocking up his liquor cabinet. The Whyte & Mackay acquisition
gives him an international brand in spirits to add to the French wineries he bought last year from
Champagne Taittinger. (He wanted the bubbly, too, but was rebuffed.) The spate of dealmaking
has powered a 150 per cent increase in the market capitalization of his eight listed companies
over the past year, to $3.5 billion.

Still, Mallya remains quintessentially Indian. He refrains from negotiating during Rahukalam,
the hours during the day that some Hindu faithful believe are unlucky. And he has his planes
blessed at Tirupati, a Hindu temple in southern India, before putting them into service.

That's not to say, though, that he thinks his current streak is just a run of good luck. "I had to
show the world that I was quite capable of standing on my own feet, making money and
shareholder wealth," says Mallya. "And doing," he adds with a smile, "what the hell I wanted to
do."

Call him ‘The king of good times’ or the liquor Baron, this charismatic personality’s
name is a complete introduction in itself. His story jumps countries, time zones, cars and
careers.

                         
He believes in living life-king size. His unique style and doing just anything in the most
exotic manner shows his extra-ordinary way of life. Blessed with Midas touch, this business
tycoon surely knows how to turn any simple opportunity into a goldmine
 
And be it anything! He is a keen sportsman, aviator and yachtsman of distinction,
championship horse breeder, and professional race car driver, versatility has always been
the key to success for this strategic man. His sharp vision and guts to take on new
challenges in life always gave him an edge over other business tycoons.
 
 
He is the man who changed the usual perception about a so called ‘multi-national company’.
Who is this multi-faceted personality? He is none other than Dr. Vijay Mallya
 
 
 
 Achievement: Chairman of the United Beverages (UB) Group; Launched a new domestic airline
called Kingfisher Airline; Rajya Sabha M.P.

Vijay Mallya is the Chairman of the United Beverages (UB) Group. He recently launched a new
domestic airline called Kingfisher Airline which is making great waves. Vijay Mallya is famous for
his flamboyant and flashy lifestyle.

Vijay Mallya is the son of a famous industrialist Vittal Mallya. He assumed the Chairman of the
UB Group in 1983 and took the company to great heights. Under his dynamic leadership the
group has grown into a multi-national conglomerate of over sixty companies. During this process
United Beverages acquired several companies abroad. The UB Group has diversified business
interests ranging from alcoholic beverages to life sciences, engineering, agriculture, chemicals,
information technology and leisure.

In 2005, Vijay Mallya established Kingfisher Airlines. In a short span of time Kingfisher Airline has
carved a niche for itself. It was the first airline in India to operate with all new aircrafts.
Kingfisher Airlines is also the first Indian airline to order the Airbus A380.

Vijay Mallya has other interests too apart from business. He has won trophies in professional car
racing circuits and is a keen yachtsman and aviator. Vijay Mallya has also won numerous
trophies in horse racing including several prestigious Derbies.

In 2000, Vijay Mallya entered politics superceded Subramaniam Swamy as the president of
Janata Party. Presently, he is a Rajya Sabha M.P.

QUALITIES OF MR. VIJAY MALLYA

•

Flamboyant and flashy lifestyle

Sports lover
Great Acquirer
Great Leader
PASSIONATE:
 
Vijay Mallya –The Flamboyant
 
Vijay Mallya, the flamboyant CEO of United Breweries – the company that owns the
Kingfisher brand – is one of the most flamboyant CEOs in Asia. Vijay Mallya believes in
leading his brand from the front by leveraging his personality.
 
 
Vijay Mallya has built a reputation for splurging his money in the public. He is the key
sponsor to many of India’s top derby championships, he owns a yacht once owned by
Elizabeth Taylor, flies a personal Boeing business jet, owns super stylish homes in London,
US, Dubai and India. Vijay Mallya is a diehard party animal, and is seen as the
personification of a luxurious life!
 
 
Vijay Mallya’s associations with the rich, trendy and the luxurious have rubbed on his
business venture and the brands. Similarly to Richard Branson, he recently launched
Kingfisher Airlines, which draws a lot of its brand equity from Mallya himself.
 

MISSION STATEMENT FROM THE TYCOON

 

 We constitute a large, global group based in India. We associate with world leaders
in order to adopt technologies and processes that will enable a leadership position in
a large spectrum of activities.
  We are focused on assuming leadership in all our target markets.
   We seek to be the most preferred employer wherever we operate.
 We recognize that our organization is built around people who are our most valuable
asset.
 We will always be the partner of choice for customers, suppliers and other creators
of innovative concepts.
 We will continually increase the long-term value of our Group for the benefit of our
shareholders.
  We will operate as a decentralized organization and allow each business to develop
within our stated values.
  We will be a major contributor to our National Economy and take full advantage of
our strong resource base.
 We commit ourselves to the ongoing mission of achieving Scientific Excellence
 

KEY MILESTONES  

         Upon assuming the position of Chairman in October 1983, Dr. Mallya initiated the
process of defining a corporate structure with performance accountability, inducting
professional management and consolidating the unwieldy empire into individual
operating divisions.

 In 1988, Vijay Mallya became a non-resident Indian to pursue global opportunities

and to transform the UB Group into India‘s first multinational. In a leveraged
buyout , Mallya acquired the global Berger Paints Group with operating companies
across four continents and divested it at significant value in 1996 through a
successful exit strategy that included five initial public offerings on the stock
exchanges in London, Singapore

 In 1990, Mallya led the restructuring of The UB Group, retaining only the areas of
core competence, transforming the vastly diversified UB conglomerate into a handful
of key operating businesses that dramatically increased shareholder value

 In 1993 he founded UBICS, Inc, listed on the NASDAQ in 1996, a leading global
provider of a broad spectrum of IT services and IT products for the vast US market

 Mallya personally steered The UB Group’s entry in civil aviation with Kingfisher
Airlines, launched in May 2005. The full service luxury domestic airline operates a
fleet of 13 brand new aircraft that provide 70 daily flights connecting 16 cities. In its
first year of operations Kingfisher Airlines was awarded service excellence awards.

 On entering the new millennium, The UB Group is considerably more focused and
has dramatically increased value for its shareholders through its various operating
businesses. Sales of the UB Spirits Division have exceeded 60 million cases (9 litres
each) during the fiscal year 2005-06 making the UB Group, the third largest
beverage alcohol company in the world. In addition, this Division is one of only three
in the world to own seven millionaire brands and at least five brands rated by Drinks
International, UK to be amongst the ten fastest growing brands in the world in their
 respective categories. The market share of the Spirits Division in India is currently
60% and exports to the Middle East, Africa and Asian countries are growing rapidly

 The UB Group’s Brewing Division has also assumed undisputed market leadership
with a national market share in excess of 50%. Through a process of aggressive
acquisition and market penetration, The UB Group today controls 60% of the total
manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold
in over 50 countries worldwide having received many accolades for its quality. The
flagship brand, Kingfisher is now sold in 32 countries worldwide and its quality has
received undisputed praises

 The newest venture of The UB Group is in Civil Aviation. After the initial launch of UB
Air in 1990, Vijay Mallya decided to take advantage of the attractive growth
opportunities for Civil Aviation in India, leverage the equity of the Super brand
“Kingfisher” and utilize the strength of The UB Group in consumer product
marketing. Kingfisher Airlines Limited launched scheduled Airline services on May 9,
2005 with 4 flights a day with one brand new Airbus A-320 aircraft.

 It was India’s second largest budget carrier. Designer uniforms for stewards, bold
usage of colour palette inside the aircraft and the ever so charming kingfisher logo –
that’s Mallya’s flamboyance. Kingfisher airlines proved out to be the most glamorous
domestic airlines.  

 In just 10 months from launch, Kingfisher Airlines has received 3 International

Awards. The first was the “Best New Airline of the year award in the Asia Pacific and
Middle East region” given by the Centre for Asia Pacific Aviation. The second was the
“Skytrax award for service excellence”. Skytrax, London is the leading independent
research and quality evaluation agency for the World Air Transport Industry. The
latest addition to the list of laurels is the “Best New Domestic Airline for Excellent
Services and Cuisine” award from Pacific Area Travel Writers Association (PATWA),
one of the biggest travel writers’ organizations in the world.

 After Mallya’s successful airline venture, it was time now for Entertainment industry.
And what better than joining hands with NDTV in launching India’s first lifestyle
channel – NDTV Good Times. UB group owned Kingfisher brand took over the charge
for this exotic channel’s promotion and it came into being on September 7, 2007.

 
  Vijay Mallya, a sports lover, bought Spykar F1 team along with Micheil Mol in October
2007 for 88 million euros. It was a 50-50 joint venture between him and Mol, a
director of Spyker Formula One, of the Netherlands. The world saw India’s first
Formula One team – Force India came into existence
 Vijay Mallya owns one of the largest private yachts in the world called Indian
Empress  

HALL OF FAME
 

 Co-owns a Formula One team, Force India, with Dutch businessman Michiel Mol.

 Vijay Mallya is the Chairman of public companies both in India as well as in the USA.
He has been the Chairman of Aventis Pharma India (previously Hoechst) as well as
the Chairman of Bayer CropScience in India (previously Agrevo) for over 20 years, in
addition to his Chairmanship of several other corporations.

 Vijay Mallya has received several professional awards both in India and overseas. He
was also conferred a Doctorate of Philosophy in Business Administration, by the
Southern California University, Irvine. He has also been nominated as a Global
Leader for Tomorrow by the World Economic Forum.

 Mallya was nominated ‘global leader for tomorrow’ by the World Economic Forum,
Davos, in 1995

 He has served as an elected member of the Rajya Sabha (the upper house) of the
Indian Parliament and has served as a member of various Parliamentary committees
and on defense, science and technology, environment and forests, and industry.

 He was also conferred a Doctorate of Philosophy in Business Administration, by the

Southern California University, Irvine.  
 He is  also the chairman of both the Federation of Motor sports Clubs in India
(FMSCI) and Motor sport Association of India (MAI).  
UNDISPUTED TYCOON’S MARCHING CONTINUES
 
From Mallya, liquor baron to Dr Mallya, national working president, Bharthiya Janata Party.
From soirees in South Africa to rallies in Raichur, the man is a complex network of thoughts
and ideas all rolled into one massive brand.
 
This passion and energy is evident in all that he has done, from creating the largest
manufacturer of spirits in the world to tirelessly touring Karnataka’s hinterland as a
politician.
 
He even carefully applies this energy to combat his greatest fear: failure.
 
“That’s why he very rarely fails,” says his friend of 20 years, Jim Rydell, vice president, USA
Labs, California. “His mind is very agile; he’s far sighted and has a great sense of marketing
and branding.
 
And his energy is never ending.”