Corporate Presentation for Camput Recruitment Drive 2012

7/31/2019 Corporate Presentation for Camput Recruitment Drive 2012

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ALLIED BLENDERS &

DISTILLERS


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CONTENTS

Company Background

New Corporate Identity

Transformation

Growth of HR at ABD Our Financials

Our Production

Our Exports Our Brands

External Recognition


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BDA Breweries & Distilleries Ltd was incorporated in February 1986.

The Company installed a Bottling Unit in Aurangabad and was producing

Indian Made Foreign Liquor (IMFL) brands viz. Officers Choice, 1000

Guineas and Calypso Rum. The first dispatch of Officers Choice Whisky

was made in October 1988.

Simultaneously, the Company entered into tie-up arrangements / bottling

contracts with different Production Units across the country so that

manufacture and sales of the brands owned by the Company could be

catered to on all India basis.

Subsequently the name of the Company changed from BDA Breweries &Distilleries Ltd to BDA Pvt. Ltd

In the year 2007 the entire liquor business of BDA Pvt. Ltd. was demergedto Allied Blenders And Distillers Pvt. Ltd.

COMPANY BACKGROUND | Corporate Profile


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Our Leadership

Kishore Rajaram Chhabria, Chairman of Allied Blenders and

Distillers Pvt. Ltd. With an impressive career spanning over 20

years, he is acclaimed as one of the key players in India's liquor

industry today.

Allied Blenders and Distillers Pvt. Ltd. (ABD), is a company promoted

by this industry stalwart.

Deepak Roy, Executive Vice Chairman & CEO of Allied

Blenders and Distillers Pvt. Ltd.,is a renowned veteran of the wine

and spirits industry, holding 5% of the company's stakes.

Mr. U. K. Ganguli,Vice Chairman of Allied Blenders and

Distillers Pvt. Ltd. has been working with ABD since 1992.


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Our Executive Team

Mr. Ramakrishnan Ramaswamy,Chief Financial Officer

Mr. Roopak Chaturvedi,

Chief Sales & Marketing Officer

Mr. Arun Barik,

HeadTechnology, R&D and Innovation

Mr. Sanjeev Dixit,

Chief People Officer


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TRANSFORMATION |New Corporate

Identity

New Corporate Identity with a Purpose to Inspire


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Walking past the horizon

Breaking the limits

Power, Strength and Fearless

The NEW ABD Logo | Inspiration


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FIRST STEP towards Transformation |

Aligning HR strategy to be in line with

Business


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Company Vision

OurVision is:

To be the most admired spirits company

recognised by our:

Shareholders for the value we create

Consumers for the quality and unique proposition

of our brands

Customers for our fair business practices and the

value that they derive from selling and promoting

our brands

Employees for our work ethics, environment and

the opportunities for growth and learning

Suppliers for our transparent and win-win buying

policies

Regulators for operating within the framework of

law and timely paying our dues to the exchequers


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Our Values

Our values are the very foundation on which we have

built our corporate culture.


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GROWTH OF HR AT ABD| HR Vision

2010-11 was the year of initiation. The focus was mainly on laying

foundations and putting in practice the fundamentals of HR processes and

systems. It was for the first time that strengths and opportunity areas of

the people aspect of the business were identified and the

HR Vision To be the most admired employer

was conceptualized to address the same.


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HR Vision| Led to The Transformation of its

PEOPLE STRATEGY and its execution.

HR Transformation | BEGAN WITH:

1. Back to Basics Approach - design, deployment & review of Key

HR processes & systems

2. Innovative way of Implementation - (Excellence in Execution)


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Growth & Expansion across industries & sectors postrecession.

Opportunities for faster growth in new ageorganizations

Challenge is to attract best of Talent & OPTIMISETHE TALENT.

Business &Economy

Opportunities span levels and functions

Compensation upward spiral effect post recessionJob Market

Retain Key Talent, experienced team members withproven expertise

Need for Values, Performance & Innovation culture

Emphasize on B2B (Back to Basics)

Establishing a strong employment brandMostadmired Employer

BusinessImperatives

Implications | Summary

STRATEGY TO ATTRACT, BUILD AND RETAIN TALENT


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Deployment of the HR Vision through |

STRATEGIC INTENT Implementation

STRATEGIC INTENT: HR is a Strategic Partner & Enabler

of Business Sustainable Growth by Achievement of Business

objectives through

Attracting, Nurturing, Developing & Retaining Talents;

Institutionalizing Values, Performance & Innovation driven Culture;

Encouraging Strength based and Solution Centric Leadership across all levels;

Making ABD, a Great Place to Work for and Most Admired Employer

Business Sustainability is ensured by HR strategic intents

BUSINESS GROWTHTHROUGH TALENT SUSTAINABILITY


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Attracting, Nurturing, Developing & Retaining Talents; Institutionalizing Values, Performance & Innovation driven Culture; Encouraging Strength based and Solution Centric Leadership across all levels;

Rigorously

implement all

People processes

in letter & Spirit

Design HR

policies in linewith market and

implement with

transparency

Emphasize on

Process driven

culture by

flawless core

process

execution

Institutionalizing

CultureCapability Building Career Development

People Processes

MaturityCompensation &

Benefits

KRA setting,

Rigor in PMP

process, Initiating

effective 06

monthly

PerformanceEmployee

Communication

& awareness

about our Values

LOVE ABD

ABD VALUE

STAR Reward &

Recognition

Systematic

capability

building

through ABD

ACADEMY

Leverage ABDBest Practices

Coaching &

Mentoring

Program

Partnership

with External

Institutions/

Knowledge

Forum

To develop ABD

Career growth

framework

Identification of

Key talents/High

PotentialsSuccession

Planning through

internal talent

ABD Future Leader

Program -

Providing

Critical/cross

functional

exposure

Continuous

Market

benchmarking

C & B

Communication

Tax friendlyinitiatives for

employees

benefits & well

being

Nurture values ,

performance &

innovation based

culture that

enables winning

work environment

Need Based ,

Functional &

Leadership Capability

Building for short &

long term business

imperatives

Strengthen the

ABD India

Employer Value

proposition with

focus on career

growth framework

HR

Strategic

Intents

KeyOb

jectives

HRPillars

Effective & Rigorous

implementation of

Basic HR processes

& systems with focus

on simplification &

transparency

Benchmarking

Compensation &

Benefits in line with

Market trends for

attracting &

retaining talent

BUSINESS GROWTH THROUGH TALENT SUSTAINABILITY


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In order to achieve ABD Vision, HR Vision,

Purpose & Strategic intent needs to

deployed and sustained in

LETTER & SPIRIT

C i I i h h


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INNOVATION

Initiation of new

HR process &systems in linewith business.

Consolidation of

new HR process& systems in line

with business.

Institutionalize

new HR process& systems in line

with business.

Continuous Innovation through :

To plan & devise relevant people initiatives

basis Business Needs & Insights

To review the effectiveness of implementedPeople initiatives

To fine tune the

People processes &

systems

In line with Businessneeds on continuous

basis

To deploy & implement

relevant people initiatives

with defined SMART

objectives


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Attraction, NurturingDevelopment and

Retention of QualityPeople (Talent)

People ProcessesMaturity

ABD Value starRewards andRecognition

Systems

Manager Quality& Connect Compensation

& BenefitsBenchmarking

ABD ValuesDeployment & Survey

Careers growthframework

Performance,Values & Innovation

driven Culture

Most

AdmiredEmployer

Wheel

ABDACADEMY

Opportunities of Leveraging the HR Vision |

By Sustaining Momentum of The Most Admired Employer Wheel

CSR

ABDFutureLeader

ProgramHappy Hours(Internal

EmployeeCommunication)

T B h M Ad i d E l


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People

Connect

Delight & Excitement

Pride & OwnershipEmployee ConnectFrom HRDesk, ABD Value Star Reward& Recognition, Career growthFramework, Manager Quality& Connect

Challenge & AchievementSMART Performance

Management systemABD AcademyComp & Benefits Benchmarking,Capability BuildingABD Competency Framework

Holistic

Development

HEAD

Doing it the right wayCorporate Social ResponsibilityLiving ABD ValuesFamily involvementFamily Meets,Corporate Code of ConductPeople Processes Maturity

HEART

Employer

Brand

SOUL

To Be the Most Admired Employer |

An integrated approach to win the Head, Heart & Soul


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Take Care of EMPLOYEES and

They will Take Care of EVERYTHING

Converting Vision To Action| We Believe :

THE AXIS OF ABD TRANSFORMATION HAS BEENUNDIVIDED FOCUS ON PEOPLE RESOURCE


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At ABD, our success has made us fastest growing spirits company in

India. With a 26% CAGR in sales in the last five years, we are poised

to take a quantum leap in the spirits industry. With an expanding

portfolio we are projected to continue on our growth momentum,

and achieve a sale of over 25 million cases in the current year.

OUR FINANCIALS


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OUR PRODUCTION| 37 bottling plants

across India

3 Co-owned & 34 Tie-Up Units

| S l d illi i


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Our flagship brand Officer's Choice not only has a strong equity base in India

but also amongst Indians in various international markets. It has become popular

in the Middle East, South East Asia and various markets in Africa, making it the

largest exported Indian spirits brand.

Along with our flagship brand OC, the other brands too in the portfolio have

begun to make their presence felt in the international arena. ABD brands are

now available across 18 countries, with OC becoming the market leader in the

Middle East with sales crossing a landmark of 1 million cases.

OCW and Class 21 have also obtained the necessary regulatory permissionsfrom American authorities avin the wa for their launch in the United States.

OUR EXPORTS| Sales crossed 1 million in

2010-11

FROM 01 BRAND TO MULTI BRAND


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FROM 01 BRAND TO MULTI BRAND

The companys multi-brand multi-consumer segment portfolio


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awakening

the Officer in

millions


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Officers Choice | Trusted by millions

Indias fastest growing whisky brand; clocking a growth of25% y-o-y over last 4 yrs

Clocked a record 16.2million cases sale in FY 11-12; a

growth of3% over the previous year

Growing from strength to strength, OCW has increased its

market share from 20.1% to 23% in FY 11-12 (*All India

regular whisky segment)

Commands leadership in WB, Assam, Meghalaya, Jharkhand,

AP, Haryana, Punjab, Chandigarh, Rajasthan, Tripura,

Nagaland, Himachal Pradesh & Andaman


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Building on its strong equity, it is exported to over 13

countries across the globe and is now the largest

exported spirits brand out of India (Sales of over

1.02 million cases in 11/12)

Officers Choice is the Largest selling whisky brand in

the world (IWSR Drinks-London ) and the largest selling

spirits brand in India

Officers Choice | Trusted by millions
http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/OCW/TVC/VTS_01_1.VOB


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Officers Choice TVC

Officers Choice | Brand Campaigns

Officers Choice Print / OOH Campaign
http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/OCW/TVC/VTS_01_1.VOB


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Germanys #1,

now in India


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Established in 1921, Wodka Gorbatschow is GermanysNo. 1 vodka brand. It is the member of the elite Club of

Millionaires and winner of the Mond Slection gold medal

First brand marking the HenkellABD alliance in India(Launched in June 08)

Positioned on the Purity Platform, it is superior to any

other vodka brands because of its special triple-chillfiltration process conducted at -12C

Wodka Gorbatschow| Germanys No.1 Now in India


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Wodka Gorbatschow| Be Pure Campaign

Evocatively portray the different roles people play without being

judgmental
http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/vodka%20upbeat.mp3http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/vodka%20naughty.mp3http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/vodka%20cool.mp3


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Adding meaning to the brand name

It lacked meaning and

devoid of emotions

Didnt break ice with

the TG

Inspired by todays

generations language ofchoicedigital

Age of the youth

Represents 21st century

Class 21| Creating a New Identity


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Brand packagingCreating an object of desire

Standard bottle shape

Low shelf appeal

Lacks aspiration and

youth connect.

Clutter breaking with high

shelf appeal

Truly disruptive

Premium , elegant and stylish

Class 21| Creating a New Identity


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Class 21| Forever Young Campaign
http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/21%20Karan%20Mix%204%20class%20radio%203http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/vodka%20naughty.mp3


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Get high on life

Man !


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The opportunity: No truly differentiated affordable

premium dark rum with an international flavour and uniquepackaging.

The Product: A smooth dark rum, blended with original

matured Jamaican Pot still rum and natural spices, makes it

perfect for every occasion

The Packaging: Family shaped bottles with tamper proof

caps

Launch Market: East and key rum markets of North India

Brand Positioning: Positioned as the Spirit of JamaicaJolly Roger brings alive the fun, smooth, flirty yet sensuous and

passionate spirit of Jamaica

Jolly Roger| Enjoy the Spirit of Jamaica
http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/JRR%20RADIO/JR%20Office%2035.1%20Opt%201.mp3http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/JRR%20RADIO/JR%20Beach%2035.1%20Opt%201.mp3


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Jolly Roger| Campaigns
http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/JRR%20RADIO/JR%20Office%2035.1%20Opt%201.mp3http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/JRR%20RADIO/JR%20Beach%2035.1%20Opt%201.mp3http://c/Users/Namrata/Desktop/CAMPUS%20RECRUITMENT/vodka%20naughty.mp3


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Officers Choice Blue whiskyis a premium variant of ourflagship brand Officers Choice

Launched to tap the opportunity in the growing demand for

grain based whisky.

Smooth and exquisite, Officers Choice Blue is an intricate

blend ofpure grain whisky blended with Scottish

vatted malts sourced from the Highland and Isle.

Currently being test marketed in Maharashtra and Assam.

Officers Choice Blue Whisky |The Right Blue


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OC Blue Campaigns |Establishing Credentials


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Lord & Master

French Grape

Brandy


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The Product: Blended with exceptionally fine and

matured grape spirit and exotic natural ingredients

Packaging: Frosted family shaped bottles. Mono -

carton with 750 ml bottle

Segment: Semi premium

Launch Market: Kerala and AP

Tagline: For the man of substance

Lord & Master |For the Man of Substance


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Inspired by the name Lord and Master

Conveys majesty, authority and innate power. Symbolized by

the Lion.

Lord & Master |Brand Campaign

Officers Choice Brandy


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The regular segment brandy available in Southern markets ofAndhra Pradesh, Tamil Nadu and to be launched in Kerala.

Officer s Choice Brandy

Sumo Whisky Sumo Rum Calypso Rum Old TracWhisky

Other Economy brands

ABD Brands in the Pipeline |


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ABD Brands in the Pipeline |

Kyron

Premium brandy to be

launched in key markets

of South India.

EXTERNAL RECOGNITION|


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EXTERNAL RECOGNITION|

ABD in the News

EXTERNAL RECOGNITION


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TOP TEN

POWER

BRANDS 2010

OFFICERS

CHOICE



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BUSINESS

LEADER OF THE

YEAR 2010MR

DEEPAK ROY

To attain & sustain the effective execution of all the People initiativesthrough Committed Leadership



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Award for Talent

Management

Award for Best HR Strategy

in line with Business


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ABD FUTURE LEADERPROGRAM

(2013-14)

K l d Di i i P |


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At ABD, our aim is to encourage SHARED LEADERSHIP by

ensuring that every individual victory of Team ABD adds to our

collective success story. Which is why, we are keen on working with

multi-faceted people, who are driven by an entrepreneurial spirit.

The Prime Objective of ABD Future Leader program is to

Develop a Strong Leadership Talent pipeline within ABD to

Sustain the Growth Momentum

Knowledge Dissemination Process |ABD Future Leader Program

K l d Di i i P |


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ABD Culture

Learning

New Challenges

Fun & Excitement

Result oriented

(Outstretched)

Empowering

Teamwork

Intense & Informal

College Environment


ABD is a College of Entrepreneurship wherein we provide

opportunity of growth through self driven learning and application of

Skills in challenging but highly exciting environment, thus creating sense

of ownership of business as an ENTREPRENEUR


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ABD is a College of Entrepreneurship wherein we provide

opportunity of growth through self driven learning and application of

Skills in challenging but highly exciting environment, thus creating

sense of ownership of business as an ENTREPRENEUR

Identify Nurturing Growth

Through PMP &

Assessment process

Based on the functional

& Leadership Capability

Understanding of Business

Diverse experience

acquired

Through 70:20:10 principle

70% On the Job learning

20% Coaching & Feedback from

Manager

10% Formal Training

Knowledge Dissemination Process |


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FUNCTION NO. OF

TRAINE

ES

HIRED

(2010-

11)

ROLESAND TITLES GIVEN TO

MT BATCH 2010-11

NO.

OF

TRAIN

EES

HIRED

(2011-

12)

ROLESAND TITLES GIVEN TO

MT BATCH 2011-12

Sales &

Marketing4

(1) Brand Manager - NewProduct Development

(3) Sales Managers

2 Key Accounts Manager

Finance - 1 Asst ManagerFinance

Operations 1 Asst manager - Operations 1 Asst manager -Operations

HR 1Talent Development

Manager

ABD FUTURE LEADER PROGRAM


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Common Program for all ABDFLs

Duration4.5 months

DURATION DELIVERABLES REVIEWED BY

Living the Sales

Role

Merchandiser Role

(15 days)

+

Sales ExecutiveRole (1 month)

Presentation of Key

LearningsMANCOM

Living the

Manufacturing Role1 month

Presentation of Key

Learnings MANCOM

Living the Finance

Role1 month

Presentation of Key

LearningsMANCOM

Living the HR Role 15 daysPresentation of Key

Learnings

MANCOM

ABD FUTURE LEADER PROGRAM


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Living the Role stint in their respective functions

Sales & Marketing

Duration7.5 months


Living the Role of a

Sales Executive1.5 months

Performance against given

Targets/Role

HOF & Concerned

Manager


Brand Executive1 month


Targets/Role

HOF & Concerned

Manager

Shadowing the Sales

Manager1 month


Targets/Role

HOF & Concerned

Manager

Shadowing the Sales

HeadI month


Targets/Role

HOF & Concerned

Manager

Role where MT will

eventually be

absorbed

3 monthsPerformance against given

Targets/Role

HOF & Concerned

Manager

Living the Role stint in their respective functions M f i


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Manufacturing

Duration7.5 months



Manufacturing Executive1.5 months


Targets/Role

HOF & Concerned

Manager


Logistics Executive 1 month


Targets/Role

HOF & Concerned

Manager

Shadowing the Quality

Manager1 month


Targets/Role

HOF & Concerned

Manager

Shadowing the Unit

HeadI month


Targets/Role

HOF & Concerned

Manager

Role where MT will

eventually be absorbed3 months


Targets/Role

HOF & Concerned

Manager

Living the Role stint in their respective functions Finance


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g p

Duration7.5 months



Corporate Finance

Accountant

1 monthPerformance against given

Targets/Role

HOF & Concerned

Manager

Living the Role of a Sales

Accountant1 month


Targets/Role

HOF & Concerned

Manager


Manufacturing Accountant1 month


Targets/Role

HOF & Concerned

Manager


Commercial &

Management Accountant

I.5 monthsPerformance against given

Targets/Role

HOF & Concerned

Manager

Role where MT will

eventually be absorbed 3 months


Targets/Role

HOF & Concerned

Manager

ABD Future Leader Program |


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In the College of Entrepreneurship,the assigned Mentorwill act as afriend, philosopher & guide andshould be leveraged for acquiring allround knowledge & skills for

Distinction in the Phd (Future LeaderProgram)

Buddies from the previous Batcheswho have qualified the Phds will be

an additional support & provide handholding wherever required.

ABD Future Leader Program |

Mentors & Buddies


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ABD Future Leader Program |CTC

Consolidated Monetary

Scholarship for Doing Phd isRs. 6 Lakhs


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THANK YOU !

Documents

Corporate Presentation for Camput Recruitment Drive 2012