DSC Limited : A Leading Infrastructure Company

A Brief
July 2010
 Flow of the Presentation

• Introducing the DSC Group – global bandwidth

• DSC Limited – its vision, mission and business strategy

• Key verticals and project snapshot

• Current brand status and the task ahead

• Core values, growth drivers and other key facets of DSC Limited

• Expectations from the agency

DSC Group – a global conglomerate
• A transnational group with a proven track record of 70 years with business interests
in Infrastructure Development, Power, Real Estate, Natural Stones, Hospitality and
Retailing

• Presence in four continents with a worldwide multi ethnic workforce of 20000

professionals

• A vertically integrated infrastructure major developing, financing, constructing and

managing complex projects across the world

• Pioneering projects in Roads & Expressways, Railways, Urban infrastructure, Real

Estate, Power, Oil & gas refineries, Waste water treatment etc

• Ventured overseas in the 80s to Middle East and North Africa to execute several path
breaking projects in extremely challenging conditions

• Refocused on India in 2002 to capitalize on the boom in infrastructure and executed

several pioneering projects

• One of the fastest growing infrastructure companies with full service

capabilities in both the EPC and BOT driven Concessions space
 DSC Group - Global Presence
Hospitality
Real Estate Infrastructure Projects
Trading Engineering Construction
Investments
LIBYA
UK

USA
Natural Stones
Real Estate
Trading & Fabrication
Portfolio Investments

INDIA
Infrastructure Projects
UAE Engineering
Construction
Construction Equipment & Components Retail
Portfolio Investments
Real Estate
Forex
The Infrastructure Business Snapshot

DSC Group

BOT DRIVEN
EPC INDIA EPC INTERNATIONAL UI & REAL HYDRO &
CONCESSIONS
BUSINESS BUSINESS ESTATE THERMAL POWER
BUSINESS

DSC Limited
• The Indian entity in the infrastructure space
• Four key verticals – Concessions, EPC, Power and Urban
Infrastructure & Real Estate
• Employing more than 5000 people across India
• The focus to be more on Concessions and EPC business
DSC Limited – the corporate vision & strategy
Vision
• To be the leading Infrastructure developer of choice

Mission
• Efficient, rapid and innovative development of Quality Infrastructure to
create Infrawealth for the nation

Business strategy
• Develop carefully chosen projects across identified sectors in India

• Aggressively grow through a balanced portfolio of high-margin EPC construction

business complemented by investments in BOT oriented infrastructure projects

• A two pronged revenue model

• - Regular income from the equity held in the project SPVs
• - Recurring profits from strong pipeline of third-party cash contracts
 DSC Limited – the progress path
One of the fastest • Completed Delhi Gurgaon
growing and most Expressway Project
• LOIs received for Barapullah
profitable Infrastructure • COD recd for Widening of NH-6
Elevated Road and UP Link
between Raipur and Durg
Companies in India • Concessionaire agreement
Road projects
• Preferred
• LOIs received for
signed for Gwalior Jhansi bidder (LI)
• Recd Completion Certificate for construction of drain &
highway project for 2 road
Viramgam Mahesana Rail project • pipelines projects in Delhi &
Awarded Kundli-Manesar-Palwal projects in
• Completed road project between Jodhpur
Expressway project Arunachal
Bijnor and Najibabad • Awarded project for
on BOT
doubling of track of Bilaspur
basis
Railway section

2004 2006 2010

2008
2009
2002 - 03 2005 2007
• Started India operations
with award of two WB • COD recd for Sandur
funded road projects • Project awarded for Bypass - I
• Awarded India’s 1stst PPP widening Raipur Aurang • Completed Attur
project in rail sector (VM) road section • Acquired Hydro Concessions for 4 Salem rail project
• Awarded India’s prestigious • Concessionaire agreement projects in Arunachal Pradesh • Awarded Automated
access-controlled DGE signed for Sandur Bypass • LOIs received for Automated Multilevel Car Parking
project road project Multi-Level Car Parking Project in projects in Rohini and
• Awarded project for • Awarded road project for KG Marg, Delhi Nehru Place in Delhi
widening of NH – 6 widening the Lucknow
between Raipur & Durg Sitapur section
 BOT Business – Projects
VIRAMGAM MAHESANA PROJECT Project cost: USD 25 million

Project cost: USD 25 million

Completed

RAIPUR DURG

DELHI GURGAON EXPRESSWAY Project cost: USD 260 million

SANDUR BYPASS Project cost: USD 10 million

KUNDLI MANESAR PALWAL EXPRESSWAY Project cost: USD 425 million

Completing

RAIPUR AURANG EXPRESSWAY Project cost: USD 65 million

2010

LUCKNOW SITAPUR Project cost: USD 100 million

GWALIOR JHANSI EXPRESSWAY Project cost: USD 160 million

ARUNACHAL PRADESH ROAD PROJECTS Project cost: USD 721 million

A total investment of USD 1800 million

 The Delhi Gurgaon Expressway

• A 6 to 8 lane expressway that is the lifeline for commuters between Delhi

and Gurgaon

• World’s second largest toll plaza handling close to 2 lakh vehicles and
transporting a million people daily !

• State-of-the art & best in class tolling technology and system design

• Advanced road construction technology to ensure no potholes or road

surface damage despite harsh environments and heavy monsoons

• 24 X 7 deployment of world class safety standards

• Reduced travel times and low waiting through rapid adoption of Smart Tags
 Kundli Manesar Palwal Expressway

• A 136 Km BOT project, one of the largest in the country, conceived as the 2nd outer
ring road to the National Capital Territory (NCT) region

• Would decongest the capital region from long distance traffic which would completely
bypass the city

• A greenfield project with unique features like cattle crossings and agricultural vehicle
underpasses apart from complex grade separators and railway over bridges

• Development of a new economic corridor in the region facilitating economic hubs,

integrated townships, theme cities, IT parks, SEZs, educational projects etc
 BOT Business – Key Takeouts

• Successfully operates lucrative high traffic density corridors with proximity to national
and state capitals - strong research based strategic bidding for the best projects.

• Track record of executing large and complex projects – operating the 2nd largest toll
plaza in the world, building the 135 km KMP project with unique features

• End to end solutions provider right from planning, financing, construction, operation
and maintenance

• Latest technology and world class standards in terms of road surface quality, tolling
technology and safety features

• Well placed to capture the USD 150 billion opportunity in the Road Sector – currently
processing 320000 PCUs daily, one of the largest private toll operating companies in
the country
 Indian EPC Business – Key Projects

BARAPULLAH ELEVATED ROAD Project cost: USD 96 million

MAHIPALPUR NAJAFGARH DRAIN Project cost: USD 30 million

UP LINK ROAD Project cost: USD 59 million

JODHPUR PIPELINE Project cost: USD 28 million

BILASPUR RAILWAY PROJECT Project cost: USD 39 million

Executing USD 250 million of Third Party Projects in India

 Barapullah Elevated Road

• A 3 lane dual carriageway elevated road, 4.53 kms long connecting Sarai
Kale Khan to Jawaharlal Nehru stadium

• One of the most prestigious projects for the Commonwealth Games to

transport 10000 athletes from the Games village to the sporting venue

• Will substantially reduce travel time from East Delhi to South Delhi from 45
minutes at present to 12 -15 minutes and lead to significant fuel savings

• Elevated road structure would help maintain the cultural heritage and the
historical monuments in that region
 Mahipalpur Najafgarh Drain

• A key project of strategic importance for the NCR region

• A 11 Km long drain project designed to divert excess water from around the IGI
airport to the Najafgarh drain

• Critical for avoiding water logging at the international airport and ensure
seamless and timely air traffic services and smooth operation of the new runway

• Would improve the quality of life of people residing in the low lying villages near
the airport area which get flooded every monsoon
 Indian EPC Business – Key Takeouts

• Visible pipeline of projects both from our BOT business and third party contracts

• Proven track record of successful on time completion of road and railway

projects

• Delivering 3 key projects for the 2010 Commonwealth Games in Delhi

• One of the highest margins amongst EPC operators in the country

 The Power Business

• 4,300 MW of Hydro Power projects under development:

– Naying (1000 MW)

– Hutong II (1250 MW)
– Bhareli II (600 MW)
– Kalai I (1450 MW)

• A total of US $ 7 billion to be invested in these 4 Hydro power projects

• Bidding to add on another 10,000 MW to this business including both hydro

and thermal power projects
 Real Estate & Urban Infrastructure

• Three fully automated parking lot projects with 4,282 car spaces underway
in Delhi:

– KG Marg: 1,582
– Nehru Place: 1,800
– Rohini: 900

• Environment friendly design, multiple entry & exit points, greenbelt cover,
rain water harvesting and solid waste management

• Acquisition of extensive real estate across the country : 170 acres of

integrated township planned between Chandigarh and Ambala

• Opportunity to develop land in proximity to our BOT road projects

 DSC Limited in the stakeholder’s mind

• Relatively low awareness amongst the people at large, almost a clean slate

• Confusion with Dharampal Satyapal, also known as DS group

• Some awareness of D S Construction (the earlier name) but not for DSC Limited

• Known within the industry among clients and peers – not too positive associations

• Reference point for aided awareness is the Delhi Gurgaon Expressway

 Brand awareness and brand delivery

• Some brands haven’t delivered much and so are not well known
• Some brands have delivered a lot and are therefore very well known
• Some brands haven’t delivered much yet they are known
• Some brands have delivered a lot yet they are relatively unknown

DSC Limited has quietly delivered over the last decade but has not spoken
and is therefore relatively unknown
 The brand givens

• The company name – DSC Limited

• The arches logo

• The baseline of “Creating Infrawealth”

 The task before us

• Understand the vision (reframe if required), the core values and the proven
performance to evolve a distinct identity and positioning for DSC Limited

• Build a brand which is strongly relevant, clearly differentiated, appealing in terms

of personality and respect worthy because of its pedigree, size and stature

• Evolve a creative strategy and a multimedia campaign to impactfully communicate

the brand identity and core values to the stakeholders

• Which moves the brand from relative obscurity to a sharply defined and evocative
mindshare amongst our key stakeholders

• Can build a brand based on solid achievements of delivered projects and

confirmed project pipeline under execution
 The stakeholders

• Clients & project owners, government bodies, central and state legislators

• Financial institutions, institutional investors and bankers

• Individual project users/consumers/commuters, employees, the public at large

• Industry peers, opinion leaders, NGOs

 Core Values and beliefs

• Vision to foresee, take risks and PIONEER new concepts in the industry

• VERTICALLY INTEGRATED with end to end capabilities to execute complete

projects from developing, financing, constructing to managing & operating them

• Confidence and experience of successfully executing COMPLEX PROJECTS

ACROSS MULTIPLE SECTORS

• STRATEGIC BIDDING, backed by research to identify lucrative projects eg:

detailed traffic forecasting to identify high traffic density corridors (Gem pickers)

• WORLD CLASS TECHNOLOGY to deliver world class projects

• STRONG FINANCIAL PERFORMANCE to continuously keep investing in the

infrastructure space.

• MANAGEMENT VISION to identify and back big potential winners

 Pioneering Vision
• The nation’s 1st company to offer a negative grant for a BOT project - Delhi
Gurgaon Expressway

• Giving India its 1st state-of-the-art access-controlled urban expressway on a

BOT basis between Delhi and Gurgaon

• Operating the largest toll plaza in Asia and 2nd largest in the world

• Successfully completed India’s first railway projects on BOT basis

• Developing the 135 KM long Kundli-Manesar-Palwal Expressway, one of

India’s largest expressway on a BOT basis

• Winning one of India’s 1st hydro-electric projects on the basis of percentage

of free power offered to the Government.
 Key Drivers for Growth

Three decades of Experience of delivering Strong Order

infrastructure development complex projects across Book to ensure
In India and abroad sectors revenue growth

Two pronged business Superior Bid

model with EPC and strategy &
BOT projects project selection

Talented workforce Robust revenue Best in the Class

of 5000+ professionals CAGR from EBITDA in the
In India 2003 till date Industry

Proven performance and financial strengths to drive growth

 Multi sectoral presence

Roads & Railways Power

Exressways

Real
Urban
Estate
Infrastructure

EPC
Business Pipelines

Competence across diverse infrastructure segments

Some additional key facets and building
blocks

(This might be useful)

 1: Size, stature and pedigree

DSC Limited is part of the transnational DSC group which

is a global conglomerate present in four continents having
diverse business interests and employing 20000 people
worldwide with a proven track record of over 70 years
2: A vertically integrated infrastructure major

DSC Limited is one of the leading vertically integrated

infrastructure developers in the country with full fledged
business development, EPC construction and asset
management capabilities. This allows it to handle a
project from end to end right from developing it, financing
it, constructing it and then operating and managing it
 3: Creating Infrawealth for the nation

As a leading infrastructure developer with presence

across multiple sectors, DSC Limited is committed to
partnering in India’s infrastructure growth. Thus creating
Infrawealth and fueling the nation’s growth

(Infrawealth is a word we have coined and want to own.

It is part of our baseline)
 4: Presence across multiple sectors

DSC Limited has a well diversified project portfolio spanning

multiple sectors of the Indian infrastructure space. These
include Roads & Expressways, Railways, Power, Real Estate,
Urban Infrastructure, Pipelines etc

(In terms of organization structure the company is aligned along 4 verticals –

Concessions, EPC, Power and Real Estate & Urban Infrastructure)
 5:Professionally well managed

Led by a professional management team, DSC Limited

believes in creating leaders through empowerment. It
has one of the most talented pool of qualified
professionals in the country who are driving the company
through the next level of growth
 6: DSC - A Socially Responsible Corporate

As a responsible corporate, DSC is committed to building the character of

society by promoting Literature. It is one of the largest patrons of South
Asian Literature:

• Principal sponsor of the DSC Jaipur Literature Festival, one of the biggest literature
events globally
• Instituted the DSC Prize for South Asian Literature, an international prize worth US
$50,000 to the winner
• Principal sponsor of the DSC South Asian Literature Festival in London

As part of its CSR initiative, DSC also supports the underprivileged by

employing youths from NGOs like Salaam Baalak Trust as toll collectors
 Expectations from the agency

The PR Approach and strategy

• The 3 domains – DSC Corporate Brand PR (plus PR for individual projects

both proactive positive stories and reactive crisis management), the Literature
piece and the Financial/IPO PR area

• Assess the media objectives, key messages and the PR strategy for each
domain

• Some details of specific PR action plans

• Indication of financials

• Presentation on say 24th July…

Thank you

www.dsclimited.com