Consumer Markets

Last Updated: July 2010

According to a McKinsey Global Institute (MGI) study titled 'Bird of Gold': The Rise of India's
Consumer Market, the total consumption in India is likely to quadruple making India the fifth
largest consumer market by 2025. Urban India will account for nearly 68 per cent of
consumption growth while rural consumption will grow by 32 per cent by 2025.

India ranks first in the Nielsen Global Consumer Confidence survey released in May 2010.
“India is one of the fastest growing markets in the world and the current consumer belief that
recession would soon be a thing of the past has filled Indians with confidence,” said Piyush
Mathur, Managing Director, South Asia, The Nielsen Co. With 127 index points, India ranked
number one in the recent round of the survey, followed by Indonesia (116) and Norway (115).

According to an Ernst & Young transactions report released in May 2010, the Indian consumer
sector is attracting more interest from both private equity (PE) and mergers and acquisitions
(M&A).

“This heightened level of PE interest is evidenced by three PE deals which have happened in the
consumer space in quick succession in the last few months — Henderson Equity Partners'
investment in Genesis Colors, IL&FS' private equity investment in The Mobile Store and
investment by Bain Capital & TPG Growth in Lilliput Kidswear,” said Ajay Arora, Partner,
Transaction Advisory Services, Ernst & Young.

Retail

The BMI India Retail Report for the third-quarter of 2010 released in May 2010 forecasts that
the total retail sales will grow from US$ 353 billion in 2010 to US$ 543.2 billion by 2014.

Moreover, for the fourth time in five years, India has been ranked as the most attractive nation
for retail investment among 30 emerging markets by the US-based global management
consulting firm A T Kearney in its eighth annual Global Retail Development Index (GRDI) 2009
published in June 2009.

Consultancy firm Technopak said that the organised modern retail segment in India will grow by
over three times during the next five years (from 2010), to reach a figure of US$ 80 billion.
Raghav Gupta, President, Technopak, observed that the country's modern consumption level will
double within five years to an annual figure of US$ 1.5 trillion from the present level (taking
2010 as the reference year) of US$ 750 billion.

In order to tap the growing opportunity in the segment, Aditya Birla Retail plans to invest up to
US$ 44.34 million in 2010-11 to expand its 'More' brand. The group will open 100 new
supermarkets of 'More' and 8-10 new hypermarkets under the More Megastore brand.
The Raheja Group promoted department store chain, Shoppers Stop has lined up investments
worth US$ 54 million to open 25 more stores in the next four years, as demand for lifestyle
products picks up in June 2010.

Besides penetrating deeper into metros where it already has a presence, Shoppers Stop will enter
eight new cities such as Bhopal, Vijayawada and Siliguri, among others, said Govind
Shrikhande, Chief Executive, Shoppers Stop Ltd.

Moreover, leading watchmaker Titan Industries Limited announced to invest about US$ 21.83
million for opening 50 premium watch outlets Helios in the next five years to attain a sales target
of US$ 87.31 million.

Furthermore, international chains such as Wal-Mart are increasingly looking at India. Wal-Mart
Stores Inc, the world's biggest retailer, plans to accelerate its rollout of wholesale stores in India.
Raj Jain, Chief of Indian Operations for Arkansas-based Wal-Mart, said the firm now expects to
open 10-12 wholesale centres in India over two to three years, from an earlier target of five
years, as real estate prices have become more attractive.

Direct Selling

The Indian direct-selling industry is likely to see major competition with both domestic and
international majors such as Nu Skin, Burlington, Salad Master and Golden Warp planning to
start operations in two years.

According to Chavi Hemanth, Secretary General, Indian Direct Selling Association (IDSA),
“The Indian market is clearly a growth story in every sphere of economic activity. We receive
more than three membership enquiries every week.”

Direct selling firm Tupperware India, known for its storage containers plans to foray into the
rural markets in the next two-three years. "We have solid plans for the rural market. We are
working on bringing products for rural people as well,” said Asha Gupta, Managing Director,
Tupperware India.

Direct selling fast moving consumer goods (FMCG) company, Amway India Enterprises is
aiming at a 25 per cent growth to clock US$ 545.7 million by 2012. The company posted
revenues of US$ 307.1 million in 2009, which was 22 per cent higher than its 2008 revenue.