‘Ajay Khaitan founded Emerisque Brands in 2004 with the express purpose of addressing a gap in the market in the area of turnarounds for medium-sized consumer goods companies. Khaitan’s business philosophy is a tactical approach to operations that takes into account market circumstances, pitfalls and overall potential for growth when creating a business strategy for new acquisitions. Ajay Khaitan’s experience with working across international markets and diversified industries has been key in guiding Emerisque’s operations. The company is therefore especially remarkable for its ability to capitalise on the potential for development in emerging markets. They are dedicated to providing strategies viable for the long-term and Ajay Khaitan is particularly focused on brands with a global footprint due to their ability to maintain stable growth rates across longer periods of time. Ajay Khaitan understands that real, palpable results are the cornerstone of a successful deal and Emerisque’s prioritisation of actions grounded in the realities of each acquisition has proven to be successful time and time again. The company’s latest investments have been the MCS and ISC brands, both acquisitions being carried out under Khaitan’s supervision.

1. Value Creation Through Brand Globalization
Presentation to the AAFA Conference
25 June, 2008
Ajay Khaitan

2. American Apparel and Footwear Association Conference Presentation, 25 June, 2008 1
 Emerisque set-up shop in London, England in 2003/4
 Focus is on the acquisition of under-performing, mid-
sized, international consumer brands
 Specialty is in repositioning brands and leveraging brand
equity in emerging markets, and aligning business
valuation with growth opportunities.

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The Theory
‘No Brainer’

4. American Apparel and Footwear Association Conference Presentation, 25 June, 2008 3
April, 2008
The World Out There – in 2008
Source: IMF

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The Emerging Markets: Expanding Faster Than Anticipated
BRICs – Brazil, Russia, India, China
N-11 (Next Eleven) – Bangladesh, Egypt, Indonesia, Iran, Korea, Mexico, Nigeria, Pakistan, Philippines, Turkey & Vietnam
Source: IMF in Financial Times, March 2007

6. American Apparel and Footwear Association Conference Presentation, 25 June, 2008 5
In Retail, Global Growth Opportunities are Very Clear
Source: AT Kearney Global Retail Development Index

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Luxury Brands Growth in Asia

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Globalised Retailers: Sustainable Growth, Better Profitability
Source: Deloitte – January 2008 Global Powers of Retailing

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Retail Multiples In Asia Reflect The Growth/Value Paradigm
Source: Deloitte – January 2008 Global Powers of Retailing

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The Practice
‘Re-learning’

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Corporate Objective
 Risk v Reward
 Value v Revenue

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Corporate Commitment
 Medium Term
 Resources and Capital

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Partnerships
 Strategic v Opportunistic
 Understanding each target market, defining & searching for the
ideal partner/plan/terms

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Brand Traction
 Aligning with the Consumer
 DNA v Now

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Retail Support
 Retail v Wholesale
 Differentiating Experience

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Product Strategy
 Global v Local
 Mix towards Purchasing Power

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Managing Partnerships
 Promise vs Focus
 Measurability Key

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Servicing Partnerships
 Contract v Reality
 Live the Life, in the Market

19. THANK YOU

20. American Apparel and Footwear Association Conference Presentation, 25 June, 2008 19
Ajay Khaitan
Ajay Khaitan founded London-based Emerisque in 2004. Beginning his career in 1984 with the conglomerate, Khaitan Group
(India), Khaitan has investment and operating experience in more than seventy countries. In his corporate development/ investment
management roles, he has mobilised/deployed and managed investments aggregating approximately $1.7 billion. He has directly
managed, as Chairman and CEO, industrial, services and branded businesses from new start-ups to businesses in excess of $850
million in revenue, based out of India, Switzerland, the UK and the U.S., leading them through periods of transformational change,
delivering annual increases of $65 million in new profits. Khaitan acted as Chairman/CEO for Emerisque’s first acquisition, Lee
Cooper Group, a UK-based denim brand, between 2005 to 2007.
SPEAKER BIOGRAPHY

21. American Apparel and Footwear Association Conference Presentation, 25 June, 2008 20
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