MORE INTRODUCTION:

Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, today unveiled the brand name
under which the Group's retail business will operate —"more."

Addressing the media in Mumbai, Mr. Birla said, "We believe that the Indian consumer today is
underserved. Even though we have many shopping outlets in India, many of them do not offer
the kind of shopping experiences that people in most other parts of the world are used to, and
even take for granted. As a result, spends by Indian consumers on their day-to-day needs and
special shopping occasions are much less than they ought to be."

"Part of the reason for the underdevelopment of the Indian shopping environment is the lack of
suitable infrastructure — whether it be the lack of economically viable real estate, a developed
supply chain, the availability of trained manpower or backward linkages with suppliers. Our
mission is to change the way people shop.

We will give the Indian consumers a fundamentally better shopping experience. We will offer
them more than what they expect. Hence the brand — more", averred Mr. Birla.

"We intend to be among the leading players in India," stated Mr. Birla.

Elaborating on Aditya Birla Retail's strategy, he said that they would provide multi-shopping
formats, a series of conveniently located neighbourhood supermarkets that would stock the daily
and weekly household shopping needs and destination hypermarkets that cater to monthly and
event-based shopping needs.

The Group envisions having a national presence with both these formats in the not-so-distant
future.

Mr. Birla announced that the first supermarkets under the more. brand name would open shortly
in Pune and then quickly expand to other major cities in India.

Aditya Birla Retail intends to differentiate itself by providing very competitive prices and the
right selection of products in a friendly and exciting environment. Over time, they will be
developing their own products.

To ensure the freshest supply of fruits and vegetables to customers, the company is building
linkages directly with the farmers. They are also in the process of architecting a supply chain to
connect households more directly to farmers and towards this invest appropriately in backend
infrastructure.
In January this year, the Group had acquired Trinethra Super Retail which has given them more
than half a million square feet of selling area and a strong presence in the supermarket business
in the four southern states of Andhra Pradesh, Karnataka, Tamil Nadu and Kerala, where it is the
No.1 retailer. Plans to increase its penetration in the south and initiate a pan-India roll-out are on
the anvil.

Across all of Aditya Birla Retail's formats, the brand name will be common, i.e. more.

The company does not intend having a joint venture partner given that the Aditya Birla Group
has the necessary competencies in house. The investment in retail will not be out of any of the
listed companies in the Aditya Birla Group, informed Mr. Birla.

Mr. Sumant Sinha, the CEO of the retail business said, "more” is an aspirational brand for an
aspirational country.

We have a bright and committed, enthusiastic team that represents the best experience from India
and globally.

Already on board are Mr. Andrew Denby to head the supermarkets, and Mr. Russell Berman, for
the hypermarkets. We are all very excited about our business".
Mr.Kumar Mangalam
Managing director (ADITYA BIRLA GROUP)
MILESTONES
1857: The foundation of the Birla group of companies laid by Seth Shiv Narayan birla-cotton
trading operations commenced at pilani rajasthan.

1919: Ghanshyamdas birla,grandson of shiv narayan birla sets up the first Birla jute mill, marking his
entry into the manufacturing sector. Rapid business expansion followed.

1947: Grasim is incorporated. It commences operations with a small rayon weaving unit at Gwalior, MP.

1958: Hindalco is incorporated.

1962: Hindalco commences production at its aluminium complex at Renukoot, UP.

1965: Mr. Aditya Birla, grandson of the legendary Ghanshyamdas Birla, starts the Eastern Spinning Mills
& Industries.

1966: The Indian Rayon Corporation Ltd is acquired.

1967: Hindalco sets up a captive power plant at Renusagar – a significant strategic move.

1969: Mr. Aditya Birla sets up Indo Thai Synthetics Company Ltd, the Group's first overseas company

1973: P.T. Elegant Textiles established to manufacture spun yarn. It marked the Group's first venture in
Indonesia.

1974: Thai Rayon, the Group's Viscose Rayon Staple Fibre business incorporated in Thailand.

1975: The Indo Phil Group of companies, the first Indo-Filipino joint venture commences production of
spun yarn.

1977: Pan Century Edible Oils incorporated in Malaysia. It went on to become the world's largest single-
location palm oil refinery.

1978: Thai Carbon Black, the Group's first carbon black company incorporated in Thailand.

1982: P.T Indo Bharat Rayon established. It was the first producer of Viscose Staple Fibre in Indonesia.

1984: Thai Polyphosphates and Chemicals commences production of sodium phosphates in Thailand.

1985: India's first gas-based fertiliser plant in the private sector – Indo Gulf – goes on stream at
Jagdishpur, UP.

1986: The Birla Growth Fund set up to finance industrial equipment, plants and machinery, and
consumer durables, as well as for stock market operations.

1987: Indian Rayon is renamed Indian Rayon and Industries Limited (IRIL), to reflect its wide horizon of
activities. Thai Acrylic Fibre is incorporated to produce fibre and tow.
1988: The government liberalises the petroleum industry. The Aditya Birla Group enters into a joint
venture with Hindustan Petroleum Corporation Ltd to set up a three-million-tonne refinery, Mangalore
Refineries and Petrochemicals Ltd (MRPL), at Mangalore, Karnataka.

1989: Thai Peroxide commences manufacturing of hygrogen peroxide solutions in Thailand.

1990: Mr. Kumar Mangalam Birla gets actively involved in the Group's operations.

1991: Pan Century Oleochemicals commences production of fatty acids and glycerine in Malaysia

1992: Thai Epoxy and Allied Products commences production of epoxy resins in Thailand.

1994: The Birla Growth Fund is renamed Birla Global Finance Limited, as its span of operations expands.
Alexandria Carbon Black, the Group's first joint venture with the Egyptian government, is established.

1995: The Group enters the telecommunications sector through a joint venture with AT&T (USA). Thai
Sulphites & Chemicals is incorporated to manufacture sodium sulphite and sodium metabisulphite

1996: To honour the memory of the late Aditya Birla, a new corporate logo – Aditya, the rising sun – is
launched. All Group companies are consolidated under the umbrella of the Aditya Birla Group, led by Mr
Kumar Mangalam Birla. P.T. Indo Liberty Textiles is incorporated to manufacture yarn in
Indonesia.

1998: The Group forms a 50:50 joint venture company with Tembec Inc. of Canada, called A.V. Cell Inc.,
to supply pulp for the Group's VSF operations. Grasim acquires Dharani Cement and Shree Digvijay
Cement to consolidate the Group's leadership position in cement. The cement businesses of Indian
Rayon and Grasim are consolidated into a single division of Grasim – the biggest restructuring ever by
any corporate entity in India. The Group forays into copper with the commissioning of Indo Gulf's copper
smelter – the largest of its kind in India. Thai Organic Chemicals begins commercial operations of chlor-
alkali and epichlorohydrin.

1999: A joint venture with financial services major Sun Life of Canada is inked, as part of the overall
restructuring of the Group's financial services business.

2000: Indian Rayon acquires Madura Garments and selected overseas brand rights, taking the Group to
the top of the league in the branded apparels sector. The Group forays into e-business through a strategic
alliance of its software arm, Birla Software and Consultancy Services (BCSS), with Lawson Software
(USA). Gyanodaya', the Institute of Management Learning of the Aditya Birla Group, inaugurated.
Hindalco acquires Indal. The Indal board is reconstituted. Mr Kumar Mangalam Birla became Indal's new
chairman. The Group holding went up to 74.6 per cent, and further increased to 96 per cent in FY03. The
Insurance Regulatory Development Authority (IRDA) grants registration in principle to Birla Sun Life
Insurance Company. Indian Rayon acquires major world rights for international apparel brands Louis
Philippe, Allen Solly and Peter England. The Group announces its intention to launch a 450 MW 'Green
Power Project' in Karnataka. The merger of Birla AT&T and Tata Cellular is completed.

2001: Grasim acquires 2.50 crore shares – representing just over 10 per cent of the equity – in L&T from
Reliance Industries Ltd. Birla Consultancy & Software Services spun off; becomes a separate entity called
Birla Technologies Ltd. Indian Rayon acquires a stake in PSI Data Systems, in one of the largest cash
transactions in the Indian technology sector. Grasim closes its pulp plant at Mavoor as a part of its
restructuring initiation
2002: The Grasim board approves an open offer for purchase of up to 20 per cent of the equity of L&T, in
accordance with the provisions and guidelines issued by the Securities & Exchange Board of India
Regulations, 1997. Grasim increases stake in L&T to 14.15 per cent (351.84 lakh shares). Landmark
corporate restructuring of Hindalco and Indo Gulf. The fertiliser business of Indo Gulf to be demerged into
a separate company called Indo Gulf Fertilisers. Indo Gulf's copper business to be merged with Hindalco,
creating a non-ferrous metals powerhouse. Grasim divests its Gwalior unit to Melodeon Exports Limited,
and consolidated textile operations at a single location in Bhiwani, MP, which will manufacture both
'Grasim' and 'Graviera' brands. PSI Data Systems acquires Birla Technologies Ltd, bringing the Group IT
services business under one umbrella. Indal acquires a controlling stake in Anapurna Foils Ltd (AFL), to
augment its position in the foil and packaging sectors. Subsequently AFL is merged with Indal. The Group
receives The Economic Times' "Corporate Citizen" of the year award.

2003: Mr. Kumar Mangalam Birla, Chairman of the Group, selected as Business India's Businessman of
the Year - 2003. Mr. Kumar Mangalam Birla selected as The Economic Times' Business Leader of the
year. The Group is ranked 16th in India's first ever survey of 'Great places to work in', published in
Business World magazine. The Group's joint venture concern, Birla Sun Life Insurance, is ranked 9th in
the same study. The Group is ranked 20th in a study on the 'Best Employers in India', conducted by
Hewitt Associates and Business Today. Hindalco receives the Asian CSR Award for its "Rural Poverty
Alleviation Programme". The Asian CSR Awards are Asia's premier awards programme on corporate
social responsibility. The Group acquires the Mount Gordon Copper mines in Australia, another strategic
step in becoming a globally competitive copper player. Liaoning Birla Carbon, the Group's first carbon
black company in China, is incorporated. Indian Rayon acquires TransWorks, a leading Indian ITES /
BPO company. The board of engineering major Larsen & Toubro Ltd (L&T) decides to demerge its
cement business into a separate cement company (CemCo), in which L&T will retain 20 per cent of its
equity with the balance to be distributed to their shareholders in proportion to their shareholding in L&T.
As a consequence, Grasim to acquire an 8.5 per cent equity stake from L&T and then make an open offer
for 30 per cent of the equity of CemCo, to acquire management control of CemCo. The Group divests its
entire 37.38 per cent equity stake in Mangalore Refineries and Petrochemicals Ltd (MRPL) to the Oil and
Natural Gas Corporation (ONGC). Birla Copper acquires the Nifty Copper Mines in Australia, as part of a
strategic plan to make the company an integrated copper producer, and source raw material for its copper
smelter at Dahej, Gujarat. Indian Rayon formally launches its insulators joint venture with NGK Insulators
Ltd., Japan, christening it as "Birla NGK Insulators Private Limited. Birla
Copper, a strategic business
unit of Hindalco, is accorded London Metal Exchange (LME) registration. Its copper cathodes
are approved as 'Grade A' copper brand by LME.

2004: Board reconstituted with Mr. Kumar Mangalam Birla taking over as Chairman. Completion of the
implementation process to demerge the cement business of L&T and completion of open offer by Grasim,
with the latter acquiring controlling stake in the newly formed company UltraTech. Grasim, Nagda,
receives the FICCI Annual Award 2003-2004 in recognition of corporate initiaitve in rural development.
Aditya Birla Chemicals (India) Limited, Rehla, Jharkhand, receives the FICCI Annual Award 2003-2004 in
recognition of corporate initiative in family welfare. Hindalco recieves India CFO Award 2004 for
excellence in finance in a large corporate. Scheme of Arrangement announced to merge Indal with
Hindalco. Indian Rayon completes its brownfield expansion of 40,000tpa at Hi-Tech Carbon,
Gummidipundi, taking total capacity to 1,60,000tpa. Deming Award for Indo Gulf. Indal won FICCI Award
2002-2003 for 'Corporate Initiative in Rural Development’.

2005: Indian Rayon re-christened as Aditya Birla Nuvo. Aditya Birla Group to set up a world-class
aluminium project in Orissa. The Aditya Birla Group signs a framework agreement to acquire St Anne
Nackawic Pulp Mill, Canada.
2006: Hindalco enters into a joint venture with Almex USA Inc. TransWorks Information Services
announces success of bid to acquire Minacs Worldwide. Grasim Industries Limited, India; Thai Rayon
Public Company Limited, Thailand; and P.T. Indo Bharat Rayon, Indonesia, form a JV with Hubei Jing
Wei Chemical Fibre Company, China, for VSF. Hindalco awarded the Greentech Safety Silver Award for
its outstanding safety performance during 2005-06.

2007: The Aditya Birla Group honoured with the India Today Group's Readers Digest Gold award in
recognition of the work that truly exemplifies the highest values of society as well as those of Reader's
Digest. The award was received by Mrs. Rajashree Birla, Chairperson, Aditya Birla Center for Community
Initiatives and Rural Development, at the Pegasus Corporate Social Responsibility Awards 2007 function.
Hindalco awarded the CII - Sorabji Green Business Centre "National Award for Excellence in Water
Management 2007".In May 2007, Novelis becomes a Hindalco subsidiary with the completion of the
acquisition process. The transaction makes Hindalco the world's largest aluminum rolling company and
one of the biggest producers of primary aluminum in Asia, as well as being India's leading copper
producer.

2008: The President of India, Mrs. Pratibha Patil confers the much coveted Rotary International Polio
Eradication Champion Award on Mrs. Rajashree Birla in an elegant function at the Rashtrapati Bhavan
(Delhi), attended by the Chairman, select Rotarians and WHO officials

2009: Grasim's pulp and fibre division wins the highly prestigious Asian CSR Award. The Asian CSR
Awards, Asia's Premier CSR Awards program, is a project of the Asian Institute of Management, Manila.
The Ministry of Labor and Social Welfare, Government of Thailand confers “The Best Labor Relations and
Welfare Award, 2009” on Indo Thai Synthetic Company Limited. Birla Sun Life Mutual Fund named "The
Asset Management Company of the Year, India", by the Hong Kong based magazine, The Asset, in the
country awards category of their "Triple A Investment Performance Awards 2009".CNBC TV18 Crisil
recognises Birla Sun Life Mutual Fund as "The Mutual Fund House of the Year" in 2008 and 2009 (for
2007 and 2008), creating history as the only fund house to have won this recognition in two consecutive
years. The Birla Sun Life Equity-Linked FMP wins the "Best Local Currency Structured Product-India" at
the Triple A Investment Performance Awards 2009. Birla Sun Life Mutual Fund named the best "Onshore
Fund House — India" by Hong Kong based magazine, The Asian Investor, at the Investment
Performance Awards 2009. Rajiv Gandhi Award for Eminence in Social Field, 2009 conferred on Mrs.
Rajashree Birla by Mr. Jyotiraditya Scindia (Union Minister of State, Commerce & Industry) on 19 August
2009. The award recognises Mrs. Birla's pathbreaking work among the poor, more so in India's villages,
carried out through the Aditya Birla Centre for Community Initiatives and Rural Development. Idea
Cellular wins the Economic Times' "Emerging Company of the Year Award for 2009"Vikram Cement and
Aditya Cement wins the Federation of Indian Mineral and Industries' "Social Awareness Award for the
year 2008-09".Reader's Digest Pegasus Star Award conferred on Hindalco in recognition of work that
truly exemplifies the highest values of society and corporate leadership for social responsibility and
sustainable development initiatives. Mrs. Rajashree Birla who spearheads all the Group's social projects
received this much coveted award on behalf of Hindalco from Mr. Arun Jaitley, MP, Rajya Sabha, on 21
January 2009 in Delhi.
2010: Ultratech's 'Concern for Health' project awarded the Asian Corporate Social Responsibility Award
by the Asian Institute of Management Centre for Corporate Social Responsibility. Hindalco ranked ninth
across industries on Forbes Asia's Fab 50 companies list of Asia's 50 most valued companies. Mrs.
Rajashree Birla, Chairperson, Aditya Birla Centre for Community Initiatives and Rural Development
receives 'Hello Hall of Fame' award for 'Exemplary Philanthropist of the year' from Worldwide Media
Goup's 'Hello' celebrity journal. Indian Rayon, Veraval (a division of Aditya Birla Nuvo) is awarded The
Rajiv Gandhi Environment Award for Clean Technologies by The Ministry of Environment and Forests,
Government of India. Mr. Kumar Mangalam Birla, Chairman of the Group, presented the All India
Management Association (AIMA) Managing India Award 2010 for ' Business Leader of the Year'. AIMA
confers these awards to persons who are “exemplary leaders who have made a fundamental difference”.
Mrs. Rajashree Birla, Chairperson, Aditya Birla Centre for Community Initiatives and Rural Development,
awarded the Global Golden Peacock Life Time Achievement Award for Community Development for the
year 2010 for "Outstanding Contribution Towards Community Development and Social Welfare"Hindalco
and Birla White declared winners in the Golden Peacock Awards for Corporate Social Responsibility 2010
by an eminent international jury, headed by Justice P.M. Bhagwati, the erstwhile Chief Justice of India.
The Aditya Birla Centre for Community Initiatives and Rural Development team up with Columbia
University's research centre, the Columbia Global Centers' Earth Institute in Mumbai, to become its
principal partner. The Earth Institute's goal is to help achieve sustainable development primarily by
expanding people's understanding of the earth as one integrated system. Hindalco wins Amity
International Business School’s, ‘Amity Corporate Excellence Award for Corporate Social Responsibility’.
AT A GLANCE:
With the launch of more.MEGASTORE - a hypermarket, in March 2008, Aditya Birla Retail Ltd.
expanded its footprint in large format retailing, which features both food and non-food
products.

Hypermarkets are what can be described as a complete destination shopping area, where one
can enjoy a day out with the entire family because of a simple fact that hypermarket consists of
variety of options under just one roof.

The result is a very large retail facility which carries an enormous range of products like grocery,
fruits & vegetables, general merchandise, electronics, computers, mobile phones, apparel,
footwear sports and FMCG products, with national, international and house brands all under a
single roof.

Currently, nine hypermarkets operate under the brand more.

MEGASTORE in Mysore, Vadodara, Aurangabad, Indore, Bengaluru, Mumbai, New Delhi,

Hyderabad and Vashi.
PRODUCTS AND SERVICES:

PRODUCTS: Covering large and spacious area, more.MEGASTORE offers you a wide range
of products spanning across grocery, fruits & vegetables, general merchandise, electronic
products, computers & accessories, mobile phones & accessories, apparels, footwear, sports and
FMCG products and more at amazing prices and offers.

Table below for the product categories available in more retail store:

 Apparels - Men/ Women  Information Technology Products

 Audio & Video (A & V)  Large White Appliances

 Bakery  Luggage

 Beverages  Mobile Phone & Accessories

 Books and Audio & Video  Personal Care & Cosmetics

Products

 Computer & Accessories  Processed Food

 Do it yourself & Auto Accessories  Ready to Cook/Prepared Food

 Electronics  Small White Appliances

 FMCG Products  Sporting Goods

 Footwear  Staples

 Frozen & Dairy Products  Stationery

 Fruits & Vegetables  Sun Glasses & Fine Jewellery

 Furniture  Two Wheelers

 General Merchandise  Toys

 Home Care Products

 Home Decor Products

 Home Needs & Home Upkeep

  Infant & Children's Apparels

SERVICES:

For your additional benefit, Consumer Finance on electronics products such as: Audio & Video
and Large White Appliance are available at more.MEGASTORE

Friendly Return & Exchange Policy

 Hassle free Return & Exchange policy at more.MEGASTORE

 In case you change your mind, we at more.MEGASTORE would be pleased to exchange the
same for you - no questions asked, as long as it is in its original packaging and accompanied
by its invoice.
 In case, an exchange is not required, you will be issued a gift card equal to the billed value,
which can be utilized within the store as per your convenience.

Can't decide on the right gift? Run out of time? Let your friends and family get exactly what they
want !
Pick the perfect gift with - more.MEGASTORE Gift Card smart, practical, and truly appreciated.
Our gift cards are always the perfect gift which can be used at the more.MEGASTORE by the
recipient to purchase any gift of his/her choice any time.

Our Gift Cards easily available at the Customer Support Help Desk located at
more.MEGASTORE
Offers & promotions:
Our destination hypermarket caters to your monthly, weekly and special occasion-based
shopping requirements. more.MEGASTORE is a one-stop shopping destination for your entire
family, where we offer you a top-notch experience by giving you a wide spectrum of products,
while making shopping affordable for you and your family.

more.MEGASTORE aims to bring international standards and operations on par with the rest of
the global retailers, while following stringent quality norms for our private labels, all our
manufacturer and partners are the best in their class.

Weekend getaway destination for the entire family

Whether it's shopping for your daily / weekly household needs, checking out the latest in
technology, trying out the bakery for freshly baked goodies, or simply relaxing at the café more.
with your friends and family, more.MEGASTORE has it all. From our wide array of new
gadgets and latest fashion offered by our private label brand, as well as national & international
brands, more.MEGASTORE offers you a extensive selection to choose from.

Our goal at more.MEGASTORE is to ensure that you get an exceptional value for money, with
great savings from our everyday low prices, and offers with megabuy, and our private label's
promotional offers from maha.saver, freya, essentials, pebble rock and big feet - there are always
plenty of reasons to have a good time at more.MEGASTORE

For our latest offers and promotional activities, visit our stores or write in to:
contactus@morestore.com
Management team:
Thomas Varghese, CEO - Aditya Birla Retail Ltd.
An engineering graduate from IIT Delhi, Mr. Thomas Varghese attended the
Advance Management Program at Harvard Business School at Boston, USA.
With over 25 years of rich experience, he has been conferred with the coveted
award of "Outstanding Business Leader" at the 5th Aditya Birla Award
ceremony in 2004 for his stewardship of the VSF Business in to a global
leadership position. He has been serving the Aditya Birla Group with
distinction since 1999. He is also an Academic Council Member for the Narsee
Monjee Institute of Management & Higher Studies, Mumbai.

Russell Berman, CEO - Hypermarket

Russell is a Global Retailer, with more than 24 years of international experience
with some of the biggest retailers like McDonald's, Auchan, Lian Hua, and
Carrefour in various capacities. He holds a Bachelor of Arts Degree from
University of Michigan, and Master of Arts from University of Chicago.

Satendra Aggarwal, CEO - Supermarket

Satendra brings with him over 24 years of experience in key leadership positions
in top organisations like Hindustan Unilever Ltd. and Whirlpool. Prior to
joining the group, Satendra was the Executive Director - North for Pepsico
India where he spent over 10 years in various roles. Satendra is a Science
Graduate from University of Mumbai, and holds a Masters Degree in
Management Studies from the same university.
Ramesh Mitragotri, CPO
Ramesh is a seasoned HR professional with over 23 years of rich experience in
Human Resources including a two year stint in Corporate Communications.
Prior to joining the Retail business of the Aditya Birla Group, Ramesh was Joint
Executive President for the Cement Marketing Division of Grasim Industries, a
part of the Cement Business of the Group.Throughout his career he has worked
extensively in the introduction of innovative HR Processes and Policies and has
been associated with companies like include Owens Corning (India) Ltd.,
Philips India Ltd., VIP Industries Ltd., Wockhardt Ltd. etc.

Vidhya Srinivasan, Head - Strategy

Vidhya is an IIM, Ahmedabad Graduate and also a Charted Accountant. She has
rich and diverse experience in companies like AF Ferguson, AT Kearney and
Glenmark Pharmaceuticals. Her last role was with Glenmark
Pharmaceuticals as Vice President, Finance

Manoj Krishnan, CIO

Manoj started his career with HUL, and brings with him over 17 years of rich
experience in Information Technology. He was responsible for IT solutions in
the area of Manufacturing and Supply Chain (Logistics), and led the SAP
implementation for HUL across 120 HUL manufacturing locations, central
logistics function and financial consolidation. A B.Tech in Computer Science
from University of Calicut, Manoj is also a Post Graduate from IIM -
Bangalore.

T V. Venkataraman, Head - Internal Audit

 Venkat is an Associate Member of the Institute of Cost & Works Accountants
of India, Certified Information Systems Auditor and Member of the Institute of
Internal Auditors, USA, since 2004. In his 11 years of industry experience, he
has been associated with companies like Jindal Iron and Steel, Deloitte
Haskins & Sells and WNS Global Services (P) Ltd. In his last assignment with
WNS, he was the Associate Vice-President, Group Assurance & Advisory

Shiv Murti, Chief Merchandising Officer

Retailer with about 30 years of experience, Shiv holds a BA Hons degree in Economics from
Delhi University. In his professional career he has been associated with Brands like Dunlop,
Remington Rand, Spencers and Pantaloons. In his last role with the Future Group as Head -
Food Bazaar Pantaloon Retail India Ltd., he was completely responsible for Operations and
Merchandising, layout of stores, training of merchandising personnel, laying down operational
standards and guidelines, recruitment and retention of personnel. Shiv was also a member of the
Management Committee of PRIL.

Atul Daga, Head Finance

 A finance professional with over 23 years of experience with the Aditya
Birla Group in various businesses viz. Cement, Aluminium, Carbon
Black.
 Instrumental in creating a common MIS platform across the various
business of the Group.
 Involved in critical financial restructuring of overseas operations
 Worked as Executive Assistant to Mr. Aditya Vikram Birla.
 Won the Chairman's Exceptional Contributor award in 2009
 A Chartered Accountant; Attended a Leadership Best Practices program
at Harvard Business School.

Gopal Naik, Head Legal

Gopal is a Science Graduate and Post Graduate in Law from Dept of Law, University of Mumbai
with extensive experience over 3 Decades in Corporate Legal Functions, Real Estate, Labour
Laws, Retail Business Development. Associated with Bharat Petroleum for over 23 years and
has the privilege of having negotiated a large number high value Retail sites across the country
for the purpose of acquisition and was also one of the core member of Change Management
team of Bharat Petroleum. Prior to joining ABRL, he was associated with Reliance Industries Ltd
for three years and played key and strategic role in setting up Retail Outlets and training
executives on compliance related matters in the capacity of Vice President (Legal).

Awards & Achivements:

 Most Admired Retail Face of the Year 2010

Mr. Thomas Varghese, CEO - ABRL, has been presented with the award "Most Admired
Retail Face of the Year - 2010" at the - India Retail Forum 2010 held at Mumbai, Renaissance
hotel, organized by IMAGES Group

 Most Admired Retailer in India for the Food & Grocery Segment

Mr. Thomas Varghese , CEO - ABRL, was honored with the Coca-Cola Golden Spoon Award
for being the "Most Admired Retailer in India, for the Food & Grocery Segment" , at the
Images India Food Forum held in March 2010
 Reid & Taylor Awards 2009

Aditya Birla Retail Limited was presented the prestigious "Retail Best Employer of the Year"
at the REID & TAYLOR AWARDS FOR RETAIL EXCELLENCE, by the global jury of the
Asia Retail Congress 2009.

We were also awarded "Impactful Retail and Visual Merchandising" in the same forum.

The Reid & Taylor Awards for Retail Excellence is an important feature of the Asia Retail
Congress, Asia's single most important global platform to promote world-class retail practices.
These awards are aimed at honouring the best, in the Asian retail scenario. The Asia Retail
Congress is represented by 60 countries across the world.
 Aditya Birla Group ranked the No. 1 Best Employer by the Hewitt - Economic Times Survey
2007.

The US $ 24 billion Indian conglomerate, Aditya Birla Group, was ranked number one in India
and among the best in Asia by The Hewitt - Economic Times and Wall Street Journal in their
Best Employers Survey 2007.

Clear focus on employee engagement by aligning employee needs and business interests, among
others, helped the Group develop and implement its best - in - class people practices. The
Group's HR processes are replicated seamlessly across businesses spread over 20 countries.
Strong orientation to continuous personal and professional growth, challenging canvas, feeling of
ownership, values driven work culture and quality of life, are just some of the elements that have
catapulted the Group to be the top employer in 2007.

Says Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, "The broad philosophy of
our company as an employer is to empower and to enrich and as part of that there are a couple of
things.

First, it is very important for people to trust the organisation that they work for unflinchingly and
in any situation.

Second, we are a meritocracy. People know wherever they are in the organisation they are not
lost. If they have merit, then on the basis of that merit alone they will bubble up to the top of the
organisation.

Third, the fact that we offer many opportunities within the same Group. So you could want to be
doing BPO in Canada for the first few years, you could be wanting to work in Australia in mines,
you could be wanting to work in Atlanta heading the strategy function for the world's largest
rolling company. You will have all of these opportunities and more within the same organisation
without having to change from one organisation to another."
 Golden Spoon Award - Most Admired Food Retailer of the Year:
Private label F&G brand

The Coca-Cola Golden Spoon Awards honors enterprise, innovation and achievement in the
business of food. We join the industry captains to celebrate excellence in the food business at a
glamorous ceremony that is every visitors delight, and the grand finale of Food Forum India.

The awards are the benchmark of excellence that all food businesses aspire for, thus playing a
vital role in the progress of the industry.

Mr. Arindam Chakravarti, Aditya Birla Retail Ltd. receiving the award
 Best VM at In-Store Asia Summit

1st February 2008

more. stores won the Visual Merchandising & Retail Design merit award for the Best VM in the
Supermarket Category.

Out ranking the astonishing 82 entries received across different categories, which were judged by
eminent Visual Merchandisers and Retail Designers from across the globe, the more. stores
bagged the prestigious award in the end.

The Best Visual Merchandising across all categories are declared by taking into consideration all
of the carefully weighed parameters such as ,visual presentation, VM strategy, innovative use of
material and the overall look and feel of the stores.

Ms. Anjana Chakraborty, Aditya Birla Retail receiving the award.

QUALITY POLICY:
ABRL is committed to assure our consumers of the quality of our products and services on a
consistent basis and earn consumer trust and recognition of ABRL as India's premier retail
organization. The above will be achieved by :

1. Ensure that the products available at the stores meet the regulatory and statutory
requirements through implementation of best practices (Good Manufacturing Practices,
Good Hygienic Practices, Good House Keeping, etc.) at every stage and in every
operation.
2. Ensuring that for 'Own Brand', the products meet our stringent specification
requirements; while at our processing sites and extended supplychain, the manufacturing
practices and processes meet the highest standards of GHP & GMP at every stage and in
every operation.
3. Ensuring that manpower resources are committed, competent, fully trained and working
in a seamless manner.
4. Ensuring that different functions including buying & merchandising, supply chain
management, operations and business partners understand and share our concern for
quality.
5. Implementing a rigorous, credible & efficient assessment, inspection, testing &
certification system.
6. Striving for continuous improvement through dynamic review process.

ABRL is also committed to respecting our Corporate Social and Environmental responsibilities.

ADITYA BIRLA GROUP:

A US $28 billion premium conglomerate, the Aditya Birla Group is in the League of Fortune
500. It is anchored by an extraordinary force of 100,000 employees, belonging to 25 different
nationalities. The Group has been adjudged "The Best Employer in India and among the top 20
in Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 50 per cent of
its revenues flow from its overseas operations.

The Group operates in 25 countries - India, UK, Germany, Hungary, Brazil, Italy, France,
Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia,
Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea.

Globally the Aditya Birla Group is

 A metals powerhouse, among the world's most cost-efficient aluminium and copper
producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the 3
biggest producers of primary aluminium in Asia, with the largest single location copper
smelter
 No. 1 in viscose staple fibre
 The 4th largest producer of insulators
 The 4th largest producer of carbon black
 The 11th largest cement producer
 Among the world's top 15 BPO companies and among India's top 4
 Among the best energy efficient fertiliser plants

In India

 A premier branded garments player

 The 2nd largest player in viscose filament yarn
 The 2nd largest in the Chlor-alkali sector
 Among the top 5 mobile telephony companies
 A leading player in Life Insurance and Asset Management
 Among the top 3 super-market chains in the Retail business

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not
come in the way of the need to keep learning afresh, to keep experimenting.

Beyond Business - The Aditya Birla Group is :

 Working in 3,700 villages
 Reaching out to 7 million people annually through the Aditya Birla Centre for Community
Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla
 Focusing on : health care, education, sustainable livelihood, infrastructure and espousing
social causes
 Running 41 Schools and 18 Hospitals

Transcending the conventional barriers of business to send out a message that "We Care".

For further details please visit: www.adityabirla.com

About Aditya Birla Retail Ltd:

Aditya Birla Retail Ltd is the retail arm of the Aditya Birla Group, a US$ 24 billion corporation
with a market capital of US$ 31.5 billion and in the league of Fortune 500 companies. In May
2007, Aditya Birla Retail Ltd launched its first store, more. in Pune and currently has 100 stores
across the country. With the acquisition of Trinethra Super Retail, the company will increase its
retail foothold to 300 plus stores with re-branding of Trinethra and Fabmall stores in South India.

Aditya Birla Retail gives you more.

Aditya Birla Retail Limited launched their first supermarket in Pune. The store, a part of the
chain aptly named more.

Promises to change the everyday shopping experience for consumers.

Currently open at Viman Nagar, more.
Offers a wide range of product categories including fruits and vegetables, staples, personal care,
home care, household general merchandise, poultry, dairy products, a pharmacy and a well-
stocked bakery.
Addressing the media in Pune, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "Our
belief is that we can significantly improve the shopping experience for the entire Indian family
from the husband to kids and parents and in-laws, and more particularly make it much easier for
the housewife. We are happy to launch our first set of stores in Pune and are hopeful that
consumers will embrace us as a part of their everyday lives."
Mr. Sinha added that Aditya Birla Retail intends to be among the leading players in India. In
Pune, the Group has begun with a series of conveniently located neighborhood supermarkets.
Over a period of time, they intend setting up destination hyper markets. These would cater to
monthly and event based shopping needs. Apart from Pune, the Group envisions having a
national presence in the not-so-distant future.
The more. chain of supermarkets, are bright and clean stores, at convenient locations with
layouts that allow ease of navigation. The product display is well organized and facilitates ease
of choice. The stores have been designed by Fitch, the leading international retail design firm.
The stores promise a range of benefits to consumers and are a solution to the many problems
faced by housewives while shopping for their daily needs. The retail offering from the Aditya
Birla Group, has been crafted after in-depth research of the needs and expectations of the Indian
consumers. more. Is the answer to the shopping needs of the Indian housewife who wants a
modern and convenient option in her neighbourhood, with an attractive and consistent range of
products. more. Assures consumers the security of knowing that they are paying the best price in
the market for good quality products.
more. also has a range of products from its own stable available across value, premium and
select ranges. The products have been quality-checked and are available in attractive packaging
at competitive prices. To avail additional benefits, at no extra charge, customers can also enroll
for the membership program Club more. Avers Mr. Sinha, "more. is an aspiration brand for an
aspiration country. We have a bright and committed, enthusiastic team that represents the best
experience from India and globally.
Already on board are Mr. Andrew Denby to head the supermarkets, and Mr. Russell Berman, for
the hypermarkets. We are all very excited about our business. "more. will soon be launched
across Pune in other locations as well .more. indeed promises a world-class experience to
consumers, in their very own neighbourhood.
Diversity at MORE
Acknowledging, understanding, accepting, valuing & celebrating differences among people with
respect to age, class, ethnicity, gender, physical and mental ability, race and sexual orientation
are the diverse factors which are valued and respected at more. Our values being the bedrock and
diversity being the primary driver; Aditya Birla Retail Ltd's vision to be a premium global
conglomerate with a clear focus on each business is a REALITY. It is also vital that leaders to
recognize their own cultural biases and prejudices. Diversity is not about differences among
groups, but rather about differences among individuals. Each individual is unique and does not
represent or speak for a particular group, hence the Diversity Committee at Aditya Birla Retail
Ltd. was formed to achieve these prominent goals.

Diversity committee
The Diversity Committee is comprised of members of senior management who will initiate,
implement & review all workplace diversity initiatives.

Key purpose of the diversity committee

To institutionalize a "culture of inclusion" where embracing varied perspectives is an integral
part of our business tactics, from daily decision making to strategic planning & career
development.

The aims of the diversity strategy are to:

 Respect and value differences with respect to gender, race, age, nationality, religion,
sexual orientation & ability
 Ensure dignity at work for all our employees
 Make full use of the talents of all the workforce
 Prevent acts of discrimination, segregation, unfair treatment, and other negative or
demeaning behaviours
 Be open and positive in our communications

Going a step ahead, we believe that in addition to hiring the best talent, the diversity of
perspectives, ideas and cultures lead to the creation of a better work place, and ultimately
achieve success. Employees' strength from different cultural, linguistic and national backgrounds
provides valuable knowledge for understanding complex international markets.

At Aditya Birla Retail Ltd., we have embraced 'diversity' in all that we do and define it as
"Thinking & Working together beyond functional silos, hierarchies, businesses & geographies.
Celebrating differences to garner synergy benefits, whilst encouraging a "WE" feeling". By
giving all our employees as well as potential employees a culture of diversity & inclusion, we
intend to have an unparalleled Employee Value Proposition that would be difficult to beat.
Diversity enriches our performance, the communities in which we live and work, and the lives of
our employees.
Vision:
To be a premium global conglomerate with a clear focus on each business.

Mission:
To deliver superior value to our customers, shareholders, employees and society at large.

Values:
Integrity
Commitment
Passion
Seamlessness
Speed.
LIFE AT MORE:

At more we have a highly energized, multicultural environment where we celebrate work life.
Being part of a green field start up is motivation enough to keep the exploration exciting at every
stage. In order to keep the excitement alive, it is in our advantage to make our workplace a happy
place for our employees.

We believe that highly engaged employees often find their motivation from working in a
pleasant office environment - the more they can relieve stress, the harder and more efficiently
they'll work. Within our own organization, we also include educational and training programs to
provide employees with the awareness, skills, knowledge and ability to embrace differences. At
more. we always look forward to another day at office.

Communication plays an integral role in building our organisation's culture, making us an

'Employer of Choice' in the industry that we are in. Our focus is on using and creating 'World
Class Communication Tools' to create a bouquet of cultural assembly, with open and transparent
communication. A culture that encourages active employee participation values its resources and
listens & responds to its employees, is the key differentiator of successful organizations.

We have adopted the concept of 4 'I' s' of communication i.e., Informative, Interactive,
Interesting and ActIonable. We leave no effort behind in ensuring that we have a transparent
culture where every individual is heard, information is shared and even 'quick wins' big or small
is communicated, and celebrated more. for you

At more., our core values of Integrity, Commitment, Passion, Seamlessness, and Speed are a
way of life that is demonstrated at every junction either internal or external. Through the last one
year we have achieved several milestones that we are indeed proud of. We are also making
visible progress towards achieving our long term goal of being amongst the Top 2 Retailers in
the country. All of this has been possible only because of one single most valued asset - our
Human Capital.

Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more. a name
reflective of its commitment to offering consumers a more fulfilling retail experience. The re-
branding follows the acquisition of the Trinethra Super Retail that includes the retail brands
Fabmall, Trinethra and FabCity by Aditya Birla Retail in January 2007. As a result of the
integration process, 68 Fabmall stores in Karnataka will be re-branded under the umbrella of
more., the retail brand from the Aditya Birla Group.
With the underlying objective to enhance the shopping experience for consumers, the new stores
will continue to be built around the proposition of quality, affordability and convenience with
new in-store merchandise and a whole new retail experience. The more. stores will offer a wide
range of product categories including fruits and vegetables, staples, personal care, home care,
household general merchandise and dairy products.

Speaking on the occasion, Mr. Sumant Sinha, CEO, Aditya Birla Retail Limited said, "The retail
market in India is reaching a point of saturation. With the Endeavour to improve the shopping
experience for our consumers, we promise more satisfaction for every consumer at our store. We
are happy to unveil our new retail brand and will continue to offer more value to customers. This
is an exciting period for the Indian grocery retail industry and we are delighted to participate in
the growth of the market."

The acquisition of Trinethra Super Retail has provided Aditya Birla Retail with a strong retail
footprint in South India extending to 275 stores and over more than half a million square feet in
Andhra Pradesh, Karnataka, Tamil Nadu and Kerala, where it is the leading food and grocery
retailer. Currently Aditya Birla Retail has 60 stores in Bangalore, eight stores in Mysore and 10
stores in Mangalore. All Fabmall stores will be re-branded to more. by January end.

Mr. Sinha added that Aditya Birla Retail's vision is to be among the leading retail players in
India. With the launch of more. neighbourhood supermarkets, destination hypermarkets which
will address monthly and event-based shopping needs will soon follow. The Group already has
stores in other parts of India and envisions having a pan India presence covering tier 1 and tier 2
markets in the not-so-distant future.

The more. stores have been developed after in-depth research to understand the needs and
expectations of the Indian consumers. more. is the answer to the shopping needs of the Indian
housewife who wants a modern and convenient retail destination in her neighborhood, with an
attractive and a consistent range of products. more. assures consumers the best quality products
at the best market price. more. also has its own label across value, premium and select ranges.
The products follow stringent quality norms and are available in attractive packaging. To ensure
the freshest supply of fruits and vegetables to consumers, Aditya Birla Retail is building direct
linkages with farmers. It is also investing in back-end infrastructure to develop a robust supply
chain connecting households more directly with farmers.

The more. chain of supermarkets is spread over convenient locations and with layouts that allow
ease of navigation. The project display is well-orgranised and facilitates ease of choice. The
stores have been designed by Fitch, the leading international retail design firm. Demographic
movements in India over the last two decades have made organised
retail a necessity. The rapid growth of this industry is confirmation that
the idea of orgranised retailing has taken root in India. The industry is
today valued at around US$ 320 billion. Within the organised retail sector, food and groceries
account for around 14 per cent of the total market with potential to garner an even bigger share
of the market.