October 2013

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Cautionary Statement and Disclaimer

The views expressed here may contain information derived from publicly available sources that have not been independently verified. No representation or warranty is made as to the accuracy, completeness or reliability of this information. Any forward looking information in this presentation has been prepared on the basis of a number of assumptions which may prove to be incorrect. This presentation should not be relied upon as a recommendation or forecast by Indian Cookery Private Limited. This presentation may contain 'forward-looking statements‘ - that is, statements related to future, not past, events. In this context, forward-looking statements often address our expected future business and financial performance, and often contain words such as 'expects,’ 'anticipates,' 'intends,' 'plans,' 'believes,' 'seeks,' or 'will.' Forward - looking statements by their nature address matters that are, to different degrees, uncertain. For us, uncertainties arise from the behavior of financial markets and change in consumption patterns; from future integration of acquired businesses; and from numerous other matters of national, regional and global scale, including those of an environmental, climatic, natural, political, economic, business, competitive or regulatory nature. These uncertainties may cause our actual future results to be materially different than those expressed in our forward-looking statements. We do not undertake to update our forward-looking statements.

Cautionary Statement and Disclaimer

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Cautionary Statement and Disclaimer The Company

Indian Cookery Private Limited is the brainchild of Master Chef Sanjeev Kapoor in collaboration with Better Value Brands

Dedicated to making a world-class dining experience more accessible in India with an international fusion

An experience for the global Indian with a qualitative developed palate, authentic ambience and an overall excellence in food & service

People meet and bond over food and we aim to make this experience memorable and recurring for our customers

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Indian Cookery : a multi format global chain of

restaurants

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We aim to build leading brands across multiple restaurant formats, targeting diverse market segments

JIMMY HU

Market Presence

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Brand No. of restaurants

SIGNATURE 2

KHAZANA 5

SURA VIE 2

The Yellow Chilli 40

STIR CRAZY 2

Jimmy Hu 1

Total 52

Format No. of restaurants

Franchisee 46

JV 3

Company owned 3

Total 52

Opening shortly: 18 The Yellow Chilli, 1 Stir Crazy, 1 Khazana, 1 SURA VIE, 1 Signature and 1 Jimmy Hu

Market Presence

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Presence in 29 cities in 15 states of India

Cities in Red indicate more than one restaurants

International presence No. of Restaurants

Bahrain 1

Bangladesh 1

Gabon 2

India 38

Jordan 1

Kuwait 1

Nepal 1

Qatar 1

UAE

Abu Dhabi 1

Dubai 4

USA 1

Total 52

Culinary skills – key ingredient for a successful restaurant

Strong Brand recall

Dynamic and Competent management team

Proven track record to grow multi fold and develop unique brands

Sound domain knowledge

Local area expertise

Training and Development support

Our Core Strengths

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Cautionary Statement and Disclaimer Promoter: Chef Sanjeev Kapoor

The most celebrated face of Indian cuisine and winner of numerous culinary awards

Architect of an unique range of food products

Founder of 24x7 Food Channel- FOOD FOOD, in January 2011

Host of longest running show on Indian television in any category – KHANA KHAZANA

He is on the panel of Ministry of Tourism, Govt of India, and Singapore Airlines International Culinary Panel

Best selling author of over 140 books with 10 mn copies sold

He has taken the onus of improving/feeding school meals in remote villages and for children from weaker section of the society

His website www.sanjeev kapoor.com has 2 mn hits a day Sanjeev Kapoor’s Fan page on Facebook has 4,00,000 fans

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Cautionary Statement and Disclaimer Sanjeev Kapoor’s FOOD FOOD

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Sanjeev Kapoor’s FOOD FOOD channel is first of its kind in South East Asia segment

Gets the India’s best culinary talent that managed India’s finest hotel chains like Taj, Leela, Ramada, Oberoi and many more, under one umbrella – FOOD FOOD

Favorite channel in Delhi, Mumbai, UP and Gujarat

All the recipes are researched three times for Consistency, Quality and Reliability

Encompasses wide range of insight based shows – instructional, liefstyle, entertainment, Reality and travelogues shows

Innovative ideas and concepts that links directly to the viewers and helps increasing visibility of the channel – interactive on ground brand event

More than 1,00, 000 visitor per month follow FOOD FOOD on twitter

15 mn viewers per week in just 18 months

FOOD FOOD Channel is available in more than 50 Mn households

ICPL Support

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Quality product offering: Chef Sanjeev Kapoor himself oversees the structure and product offering of the menu under each brand. There is a minimum 3 upgrades of the menu or festive special every year considering the consumer behaviour

Management Expertise: The company has strong potential and expertise to expand and scale up the business to another level. Company’s forte is clearly visible in the phenomenal growth shown by its group companies and sound management

Pricing: All the parameters of the restaurant are carefully analysed and pricing is then developed with a goal to maximise profitability

Training: The staff receives rigorous training on all relevant system and processes to ensure excellence in execution. Store managers receive on going training on all the new processes and system that enhances restaurant’s profitability

Standardised restaurant design: To ensure standardization of the restaurant brand, all the site designs manual and designs are provided and approved by ICPL. Brand guidelines and advertising template are provided as a part of local marketing support

Appraisal: ICPL actively seeks and recognizes excellence in delivery of brand promise and business performance

Franchise support

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Franchise assessment

Location and Site selection

Key Personnel and Training

Pricing and Procurement

Interior Design and Layout

National and local marketing support

Business support team

Quality checks and review

Balance score card

Rewards and Recognition

FOOD CONCEPTS

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The Yellow Chilli

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Provides high-quality family dining experience at affordable prices

Serves traditional Indian cuisine

Focuses on operational excellence - quick, clean and efficient

Specially designed set menus – a combination of drinks, starters and main course

Also positioned towards community and social events

Target at key trade areas, central business centre, retail hubs and high footfall areas

The Yellow Chilli is a casual restaurant that serves Indian food in all its quirkiness and diversity

The Yellow Chilli at Koregaon park has been awarded “The Best North Indian Restaurant” in Pune by Mouthshut.com

Actual images

14 Actual images from ICPL restaurants

Cautionary Statement and Disclaimer Jordan

Actual images

The Delicacies

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Peppery Kasoori Fish Tikka Fish tikka with freshly crushed black pepper and dry fenugreek - strong bhi, soft bhi

Lawrence Road Tandoori Murgh

Chicken, straight from the popular Lawrence Road of Amritsar Half/Full

Tandoorwale Chaap

Absolutely traditional mutton kabab tenderized in ground spice and grilled in tandoor just before serving

Tandoori Prawns

Juicy prawns done to perfect crispiness

Hyderabadi Dum Gosht Biryani The greatest treat from Hyderabad ever

Cautionary Statement and Disclaimer Patna

Actual images

The Delicacies

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Kali Mirch Palak Shorba Perky pepper heats up emerald green spinach, that’s creamed to smoothness

Subz Panchmel

Famous five in a kadai - babycorn, baby potatoes, cauliflower, carrots and French beans in a rich spicy dry masala

Shaam Savera (Signature dish by Chef Sanjeev Kapoor)

Our signature preparation – spinach koftas filled with paneer served floating on a velvety makhni river

Tawa Special

Inspired from our desi Indian weddings where the cook uses a big tawa to present this medley of seasonal vegetables made sensational with kadai masala. As ethnic as it

comes!

Cautionary Statement and Disclaimer The Yellow Chilli restaurants

TYC Panchkula

TYC Lucknow

Actual images

Cautionary Statement and Disclaimer Review: The Yellow Chilli

The Yellow Chilli is definitely the best North Indian restaurant in this part of Ludhiana. The best restaurant for food, taste, ambience and service

The food is superb. The ambience of the place is quote excellent and the service was satisfactory. Pleasant service by the staff. Overall a nice experience, value for money.

TYC has really superb food & Great service. Chicken gravy dish on buffet was awasome & mouthwatering. Staff was very attentive and helpful.

Indeed The Yellow Chilli is one of the best option for having Indian food in all over Hiranandani.

Actual images from ICPL restaurants 21

STRATEGIC PLAN

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Strategic Plan

We intent to reach out to a larger audience through a mix of

Owned restaurants

Joint Venture

Franchised restaurants

We aim to position SIGNATURE, KHAZANA and SURA VIE as a Premium Brand Restaurant

Targeted at cities that are -

Key trade or recreation centre

Tourist destination

Targeted at metro cities and mini metros in India such as Ghaziabad, Bhuj, Pune, Ahmedabad and others

Outside India, cities that have high diaspora of Indians like Singapore, London, New York, Hong Kong, Dubai, Madri, Africa

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Strategic Plan

Tie up with international hotel chains such as Melia, Fairmont, Starwood group etc. for our Premium Brand restaurants

Enter into partnership with select individuals who has expertise in running restaurants or with proven track record

Build a master franchise model while ensuring the intactness of the food concept

Acquiring existing restaurants/ franchise restaurant in prime destinations

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THANK YOU!

THANK YOU!

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