Kingfisher Company Perspectives

7/30/2019 Kingfisher Company Perspectives

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Kingfisher (beer)

Kingfisher

Type Lager

Manufacturer United Breweries Group

Country of origin India

Introduced 1978

Alcohol by volume 6.0%

Variants Kingfisher Premium

Kingfisher Strong

Kingfisher Strong Fresh

Kingfisher Draught

Kingfisher Ultra

Kingfisher Blue

Kingfisher Red
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Kingfisher beer is an Indian beer brewed by United Breweries Group. The brand was launched in 1978. With

a market share of over 36%, it is India's largest selling beer, with 1 out of every 3 bottles of beer sold in India

being a Kingfisher brand. It is currently available in 52 countries outside India.

Heineken Group, holds 37.5% equity shares in United Breweries Ltd. UBL has an association with brewing

dating back over nine decades, starting with 5 breweries in South India in 1915. From bullock cart-

loaded barrels or 'hogheads' of frothing ale, the beer business has gone on to become the undisputed

'king' in the Indian beer market. UBL today boasts an impressive spread ofown and contract

manufacturing facilitiesthroughout the country. Here, innovative, creative and aggressive marketing

is complemented by a strong distribution network. A management focused on building brand equity on

one hand and exploiting it to the hilt on the other.

Quality and hygiene are the key elements of the United Breweries' manufacturing philosophy. To this

end, the Central Scientific Laboratory (CSL), headquartered at Bangalore sets standards for all its

breweries. Quality Management Systems laid out along the lines of ISO 9000 are strictly adhered to,

controlling quality at every stage of production, from raw materials to the end product. Also, besides

controlling the production process, the CSL analyses the Company's beer taken off market shelves all

over the country, the competition's beers and beers from across the world. These beers are tested as

per the standards laid down by the European Brewery Convention on 40 different parameters. By

these standards, United Breweries' beers don't just equal, but even surpass, several Dutch and

American beers.

Its flagship brand 'Kingfisher', has achieved international recognition consistently, and haswon many

awardsin International Beer Festivals. Kingfisher Premium Lager beer is currently available in 52

countries and leads the way amongst Indian beers in the International market. It has been ranked

amongst the top 10 fastest growing brands in the UK.

ALLIANCE WITH HEINEKEN N.V.

Heineken Group(Heineken), holds 37.5% equity shares in United Breweries Ltd. The alliance will

offer consumers the best portfolio of national and international brands in India, including Kingfisher,

the number one Indian brand, and Heineken, the largest global beer brand.

UBL's outstanding skills as India's leading brewer and Heineken's global best practices will provide

further strength to the business.
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Brands

Kingfisher comes in the following varieties:

Kingfisher Premium

Kingfisher Strong: The brand was launched in 1999 to cater to the growing strong beer segment in the

country. Today, Kingfisher Strong is Indias largest selling beer brand. It is available in 4SKUs- 650ml &

330ml bottles and 500ml & 330 ml cans.

Kingfisher Strong Fresh: Kingfisher Strong Fresh is the first ever strong draught beer available in the

Indian market. It is packaged in a 500 ml cans.

Kingfisher Draught: It is packaged in a 500 ml cans.

Kingfisher Ultra: It was launched in Mumbai on 18 September 2009. It is an entry in the premium beersegment in the country to compete with international players like Carlsberg, Heinekenand Budweiser.

Kingfisher ULTRA is available in Thane, Pune and Bangalore and will be extended to other cities of the

country soon. Currently, Kingfisher ULTRA is available in two SKUs: 650ml and 330ml bottles.[7]

Kingfisher Blue:The brands core target group is the young male population. Kingfisher Blue tries to

occupy an imagery of adventure sports. It contains under 6% alcohol. Kingfisher Blue is packaged in

metalized blue color labels and cans. It is available in 4 SKUs- 650ml & 330ml bottles and 500ml & 330 ml

cans. The brand has been launched in key markets

like Karnataka,Pondicherry, Maharashtra, Delhi, Rajasthan, Haryana, Kolkata and will soon be a national

brand. Kingfisher Red:It is marketed as Indias 1stALL SEASON beer.

Kingfisher Bohemia: Unlike the above, Kingfisher Bohemia is a brand of wine. It is the result of a

partnership between Kingfisher and The Company of Wine People (COWP), a key player in the South

African wine industry, both locally and abroad. The wine is produced in Cape Floral Kingdom, South Africa.

Kingfisher Bohemia is available in three varieties red, white and ros. It is packaged in 750ml bottles and

a case of wine contains 12 bottles. Kingfisher Bohemia is available in Mumbai, Pune, Delhi, Bangalore,

Goa, Chennai, Hyderabad, Pondicherry, Kerala and Kolkata.

Slogan

Kingfisher Beer is sometimes promoted as The King of Good Times.

Awards

World's best Lite Lager Award at the Stockholm Beer Festival in 1994.

World's best Lite Lager Award at the Stockholm Beer Festival in 1995.
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Gold medal at the World Beer Championship held in Chicago in 1997.

First prize for the label work category at the Asian GrandPrix Cyrel 2000 Label award.

Bronze award at the 'Australian International Beer Awards' in the "International Packaged Beer Section for

the year 2000

Calendar

The Kingfisher Swimsuit Calendar is another successful property the brand has developed over the years.

Conceptualised along the lines of the Pirelli calendar, the Kingfisher Swimsuit Calendar is a blend of fashion,

fun and glamour. Over the years, its unveiling has become one of the most eagerly anticipated events in the

Indian fashion calendar.

Kingfisher airlines

Date of Establishment 1995Revenue 1397.93 ( USD in Millions )Market Cap 11921.81239085 ( Rs. in Millions )Corporate Address U B Tower Level 12,U B City 24 Vittal Mallya Road,

Bengaluru-560001, Karnatakawww.flykingfisher.com.

Management Details Chairperson - Vijay MallyaMD - Vijay MallyaDirectors - A K Ravi Nedungadi, A Raghunathan, AnilKumar Ganguly, Bharath Raghavan, Diwan Arun Nanda, GR Gopinath, Ghyanendra Nath Bajpai, K J Samuel, NSrivasta, N Srivatsa, Naresh Trehan, Piyush G Mankad, SR Gupte, Sanjay Aggarwal, Subhash R Gupte, Vijay


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Amritraj, Vijay MallyaBusiness Operation AirlinesBackground Kingfisher Airlines is one of the leading private players in

the Indian aviation industry. Incorporated in 1995 as DeccanAviation, the company is engaged in the business ofproviding passenger services and helicopter charterservices.

The name was changed to Kingfisher Airlines in the year2008. The airline is part of UB Group owned by Dr VijayMallya.

Kingfisher Airlines owns 76 aircraft comprising AFinancials Total Income - Rs. 64955.623 Million ( year ending

Mar 2011)Net Profit - Rs. -10273.98 Million ( year ending Mar 2011)

Company Secretary Bharath RaghavanBankersAuditors BK Ramadhyani & Co

Kingfisher Airlines is an airline group based in India. Its head office is Kingfisher House in Vile Parle

(East), Mumbai. Kingfisher Airlines, through its parent company United Breweries Group, has a 50%

stake in low-cost carrierKingfisher Red. The airline has been facing financial issues for many years.

Kingfisher Airlines is one of the only seven airlines awarded 5-star rating by Skytrax along with Cathay

Pacific, Qatar Airways, Asiana Airlines, Malaysia Airlines, Singapore Airlines, and Hainan Airlines.

Kingfisher operates more than 375 daily flights to 71 destinations, with regional and long-haul

international services. In May 2009, Kingfisher Airlines carried more than 1 million passengers, giving it

the highest market share among airlines in India. Kingfisher also owns the skytrax award for India's bestairliner of the year 2011.

Kingfisher Airlines is also the sponsor of F1 racing outfit, Force India, which Vijay Mallya also owns.

Kingfisher Airlines was established in 2003. It is owned by the Bengaluru based United Breweries Group.

The airline started commercial operations in 9 May 2005 with a fleet of four new Airbus A320-

200s operating a flight from Mumbai to Delhi.

It started its international operations on 3 September 2008 by connecting Bengaluru with London.

Kingfisher Airlines Limited

Type Public (BSE: KFA)

Industry Transportation
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Founded 2003

Headquarters Mumbai, Maharashtra

Area served Asia, Europe

Key people Dr. Vijay Mallya, CMD

Sanjay Aggarwal, CEO

A. Raghunathan, CFO(Finance)

Hitesh Patel, EVP(Operations & Engineering)

Rajesh Verma, EVP (In-Flight, Customer

Service & Cargo)

ServicesAirline catering & foodservice,aircraft ground

handling and passenger transport

Revenue 6,496 crore (US$1.23 billion)(2010-11)[10]

Subsidiaries Kingfisher Xpress

Website flykingfisher.com

On 7 June 2010 Kingfisher became a member elect of the airline alliance when it signed a formal

membership agreement. A firm date to join the alliance will be announced once the implementation

process is underway, it possibly may take 18 to 24 months.

Operational performance

Kingfisher Airlines Statistics

Year ended Passengers carried % Change Average load factor (%)

April 2007 March 2008 12,414,336 - 61%

April 2008 March 2009 10,850,359 12.6% 60%
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Kingfisher Airlines Statistics

Year ended Passengers carried % Change Average load factor (%)

April 2009 June 2009 2,851,360 - 69%

Destinations

Kingfisher Airlines serves 63 domestic destinations and 8 international destinations in 8 countries across

Asia and Europe. Kingfisher's short haul routes are mostly domestic apart from some cities in South

Asia, Southeast Asia and Western Asia. All short haul routes are operated on the Airbus A320

family aircraft. ATR 42s and ATR 72s are used mainly on domestic regional routes. Kingfisher has its

medium, long-haul destinations in East Asia, Southeast Asia, and Europe. Its first long haul destination

was London, United Kingdom which was launched in September 2008. It has plans to launch new longhaul flights to cities in Africa, Asia, Europe, North America and Oceania with deliveries of new aircraft. All

long haul routes are operated on the Airbus A330-200.

Codeshare agreement

Kingfisher has codeshare agreements with:

American Airlines

British Airways

Philippine Airlines

Current

Airbus A319
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ATR 72-500

Airbus A320-200

Airbus A330-200

Kingfisher Airlines' fleet currently consists ofATR 42, ATR 72 and Airbus A320 family aircraft

for domestic and short haul services and Airbus A330-200s for international long-haul services.

The average age of its fleet as of January 2009 was 2.3 years. All ATR's and a few aircraft from

the A320 family are used for Kingfisher Red service.

Kingfisher's fleet consists of the following aircraft as of 15 August 2010:

Kingfisher Airlines Fleet
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Aircraft Total Orders Options

Passengers

Notes

P Y Total

Airbus A319-100 3 0 144 144 All dry-leased

Airbus A320-200

10

67

20 114 134

11 dry-leased

Deliveries through to 20163 0 174 174

10 0 180 180

Airbus A321-200

6

32 119 151

2 dry leased.

2 0 199 199

Airbus A330-200 5 15 30 187 217 Deliveries through 2015

Airbus A350-800 5 TBA Deliveries starting 2015

Airbus A380-800 5 5 0 0 644 Deliveries starting 2014

ATR 42-500 2 0 48 48 All dry leased

ATR 72-500

17

38 20

0 66 66

15 new aircraft to be dry leased

8 0 72 72

Total 66 130 25
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Services

Cabin classes

Domestic

The domestic Kingfisher First seats have a 48 inch seat pitch and a 126 degree seat recline. There are

laptop and mobile phone chargers on every seat. Passengers can avail of the latest international

newspapers and magazines. There is also a steam ironing service on board Kingfisher First cabins. Every

seat is equipped with a personalised IFE system with AVOD which offers a wide range

ofHollywood and Bollywood movies, English and Hindi TV programmes, 16 live TV channels and 10

channels of Kingfisher Radio. Passengers also get BOSE noise cancellation headphones.

Domestic Kingfisher First is only available on selected Airbus A320 family aircraft.

Kingfisher Class

The domestic Kingfisher Class has 32-34 inch seat pitch.

Every seat is equipped with personal IFE systems with AVOD on-board the Airbus A320 family aircraft.

As in Kingfisher First, passengers can access the movies, English and Hindi TV programmes, a few live

TV channels powered by DishTVand Kingfisher Radio. The screen is controlled by a controller-console on

the seat armrest. Earcup headphones are provided free of cost to all passengers. The default channel

shows, alternating every few seconds, The aeroplane's ground speed, outside temperature, altitude,

distance and time to destination; the position of the aircraft on a graphical map and one or more

advertisements.

Passengers are served meals on most flights. Before take-off, passengers are served bottled Lemonade.

Economy class meal on-board a Kingfisher Airlines domestic flight

Kingfisher Red
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After Kingfisher Airlines acquired Air Deccan, its name was changed to Simplifly Deccan and

subsequently to Kingfisher Red. Kingfisher Red is Kingfisher Airline's low-cost class on domestic routes.

A special edition ofCine Blitzmagazine is the only reading material provided.

Kingfisher Airlines is the first airline in India to extend its King Club frequent flyer program to its low-cost

carrier as well. Passengers can earn King Miles even when they fly Kingfisher Red, which they can

redeem for free tickets to travel on Kingfisher Airlines or partner airlines.

International

Kingfisher First

The international Kingfisher First has full flat-bed seats with a 180 degree recline, with a seat pitch of

78 inches, and a seat width of 20-24.54 inches.

Passengers are given Merino wool blankets, a Salvatore Ferragamo toiletry kit, a pyjama to change into,

five-course meals and alcoholic beverages. Also available are in-seat massagers, chargers and USB

connectors.

Every Kingfisher First seat has a 17 inch widescreen personal television with AVOD touchscreen controls

and offers 357 hours of programming content spread over 36 channels,

including Hollywood and Bollywood movies along with 16 channels of live TV, so passengers can watch

their favorite TV programmes live. There is also a collection of interactive games, a jukebox with

customisable playlists and Kingfisher Radio. Passengers are given BOSE noise cancellation

headphones.

The service on board the Kingfisher First cabins includes a social area comprising a full-fledged bar

staffed with a bartender, a break-out seating area just nearby fitted with two couches and bar stools, a

full-fledged chef on board the aircraft and any-time dining. A turn-down service includes the conversion of

the seat into a fully flat bed and an air-hostess making the bed when the passenger is ready to sleep.

Both Kingfisher First and Kingfisher classes feature mood lighting on the Airbus A330-200 with light

schemes corresponding to the time of day and flight position.

Kingfisher Class

The international Kingfisher Class seats offer a seat pitch of 34 inches, a seat width of 18 inches and a

seat recline of 25 degrees (6 inches). Passengers get full length modacrylic blankets, full size pillows and

meals.

Each Kingfisher Class seat has a 10.6 inch widescreen personal television with AVOD touchscreen

controls. The IFE is similar to that of the international Kingfisher First class. It can also be controlled by a

detachable remote-control console fitted in the armrest. This device can be used to control the IFE,

reading-lights, play games and even has a credit-card swipe for shopping on Kingfisher's 'Air Boutique'. It

also has a facility for sending text-messages, though the service isn't provided by Kingfisher.

In-flight entertainment

Kingfisher's IFE system is the Thales TopSeries i3000/i4000 on-board the Airbus A320 family aircraft, and

Thales TopSeries i5000 on-board the Airbus A330 family aircraft provided by the France-based Thales

Group.
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Kingfisher was the first Indian airline to have in-flight entertainment (IFE) systems on every seat even on

domestic flights. All passengers were given a "welcome kit" consisting of goodies such as a pen, facial

tissue and headphones to use with the IFE system. Now, passengers of kingfisher class are not given

"welcome kits" but as mentioned earlier, a complimentary bottle of lemonade and earphones for use with

the IFE are still given. Initially, passengers were able to watch only recorded TV programming on the IFE

system, but later an alliance was formed with Dish TV to provide live TV in-flight. And in a markeddeparture from tradition, Kingfisher Airlines decided to have an on-screen safety demonstrationusing the

IFE system, however the conventional safety briefing by the flight attendants still exists on many flights.

King Club

The Frequent-flyer program of Kingfisher Airlines is called the King Clubin which members earn King

Milesevery time they fly with Kingfisher or its partner airlines, hotels, car rental, finance and lifestyle

businesses. There are four levels in the scheme: Red, Silver,Gold and Platinum levels. Members can

redeem points for over a number of schemes. Platinum, Gold and Silver members enjoy access to

the Kingfisher Lounge, priority check-in, excess baggage allowance, bonus miles, and 3 Kingfisher First

upgrade vouchers for Gold membership. Platinum members get 5 upgrade vouchers.

Kingfisher Lounge

Kingfisher Lounges are offered to Kingfisher Firstpassengers, along with King Club Silverand King Club

Goldmembers. Lounges are located in:

Bangalore International Airport Chennai International Airport

Chhatrapati Shivaji International Airport (Mumbai)

Cochin International Airport (Kochi)

Indira Gandhi International Airport (Delhi)

London Heathrow Airport

Netaji Subhash Chandra Bose International Airport (Kolkata)

Rajiv Gandhi International Airport (Hyderabad)
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Force India F1 Team

Sahara Force India Formula One Team, the trading name ofForce India Formula One Team Limited,

is a Formula One racing team based in Silverstone, United Kingdom which currently holds

an Indian licence. The team was formed in October 2007 when a consortium led by Indian

businessman Vijay Mallya and Michiel Mol bought the Spyker F1 team for 90 million. Force India F1

represents increased Indian participation within Formula One, with Greater Noida set to host the

first Indian Grand Prix in 2011. The Fdration Internationale de l'Automobile confirmed the change in

name from Spykerto Force Indiaon 24 October 2007.

After going through 29 races without scoring points, Force India won their first Formula One world

championship points and podium place when Giancarlo Fisichella finished second in the 2009 BelgianGrand Prix, Force India scored points again in the following race when Adrian Sutil finished fourth, and

set the team's first fastest lap, at the Italian Grand Prix. The team's current drivers are Adrian

Sutil and Paul di Resta, with Nico Hlkenberg as the reserve.

In October 2011, Indian company Sahara India Pariwar, purchased 42.5% of Force India F1's shares at

$US 100 million.

Origins

Jordan

Main article:Jordan Grand PrixThe team has its origins in the Jordan Grand Prix team, which entered Formula One racing in 1991 based

at the Silverstone racing circuit. Jordan enjoyed many years in Formula One, winning four races and

achieving third place in the 1999 constructors title. However, like many of the smaller teams in the 2000s,

financial problems meant the team's performance dried up, and team ownerEddie Jordan sold to

the Midland Group in 2005.

Midland F1 & Spyker

Main articles:Midland F1 RacingandSpyker F1

The re-named Midland F1 Racing team spent two seasons at the back of grid, before owner Alex

Shnaidersold the team on to Spyker Cars mid-way through the 2006 season. Spyker F1 scored a point in

2007 and briefly led the European Grand Prix; despite this, the team once again hit financing issues, andwas sold on to Indian businessman Vijay Mallya, Chairman of the United Breweries Group and Michiel

Mol, Spykers Formula One Director.

Force India

The team, bought for 88 million, was renamed as Force India Formula One Team for the 2008

season, and retained team principal Colin Kolles, Chief Technology OfficerMike Gascoyneand

driverAdrian Sutil.
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2008: Beginnings and Ferrari engines

Adrian Sutil testing for Force India in January 2008.

After retaining Adrian Sutil for the team's first season, Force India conducted winter tests for the second

driver and testing roles. Ex-Renault driverGiancarlo Fisichella was chosen for the race seat, andVitantonio Liuzzi secured the reserve role; they were to drive an updated version of the Spyker F8-

VIIB chassis with Ferrari engines, christened the Force India VJM01. Testing of the car begun in

February, after the gold, tungsten and white liveried car was launched at the Gateway of

India in Mumbai. With an increased budget and wind tunnels from defence company EADS,[14]the team

set itself the target of beating Super Aguri, a squad which spent the previous seasons contesting at the

back with Force India's predecessors.

Giancarlo Fisichella leads Adrian Sutil at the 2008 Canadian Grand Prix.

Melbourne was the scene of Force India's first race, and although the Australian Grand Prix gave the

team a poor start with both drivers retiring in the first few laps, the following race in Malaysiasaw

Fisichella's twelfth place earn the team's first finish. After disappointing results in the opening races, Sutilgave the team the chance to score its first points in the wet Monaco Grand Prix, but towards the end of

the race Kimi Rikknen's Ferrari lost control and hit Sutil's car causing immediate retirement. Although a

furious Gascoyne called for Raikkonen to be penalised, overtakes under yellow flag conditions would

have meant Sutil receiving a time penalty post-race, dropping him out of points. Continuous updates to

improve reliability and performance allowed the team to close the gap to the fastest teams during the mid-

season, despite Super Aguri's withdrawal meaning the two cars started from the rear of the grid for the

majority of races. A seamless-shift transmission introduced at Valencia marked the end of development
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for the car;team owner Mallya had realised underinvestment and continued changes of ownership had

led the team to fall behind. Force India had been focusing on 2009 since Mallya brought the team,

believing that the new regulations would yield better results. Despite halting work on the VJM01,

Fisichella put his car to a season-best 12th on the grid at the Italian Grand Prix during a extremely wet

qualifying session; he was however to crash out during the race. Fisichella continued his good form by

reaching second during the Singapore round and fifth at the season-ending Brazilian Grand Prix; a safetycar before his pit stop prevented points in Singapore, while transmission issues in Brazil left him 18th and

two laps down. Force India finished the season tenth place in the Constructors Championship, and

Fisichella achieved the best finish of tenth at the Spanish Grand Prix.

2009: Mercedes engines and success

Force India retained the same drivers for the 2009 season. At the wet Chinese Grand Prix, Sutil almost

secured Force India's first points, holding sixth place in front ofLewis Hamilton and Timo Glock with six

laps remaining whenaquaplaning led to the Force India car skidding off the road and crashing out of the

race. At the German Grand Prix, Sutil qualified in seventh place and battled for the points, reaching

second at one point, before colliding with Kimi Rikknenafter exiting the pit lane and being forced to pit

again to change a broken front wing. He finished 15th.

Force India gained their first pole position in Formula One when Fisichella qualified fastest at the Belgian

Grand Prix in Spa. He finished the race in second position, less than a second behind Kimi Rikknen

earning Force India's first ever points and podium position. Missing the win was partially blamed on the

car's lack ofKERS, a system present on the Ferrari.

On 3 September 2009, Force India announced that they were releasing Fisichella from his contract to

allow him to race forFerrari for the remainder of the season. It was announced four days later that test

driverVitantonio Liuzzi would replace Fisichella for the remaining races.

In qualifying for the Italian Grand Prix at Monza, Sutil qualified second and Liuzzi, on his race debut for

the team, qualified seventh. On race day, Sutil finished fourth and clocked the fastest lap of the race.

While running fourth in the race, Liuzzi had to retire due to a transmission failure. Force India finished the

season ninth in front of Scuderia Toro Rosso with 13 points, however, this did not reflect the vast

improvement Force India had made from the start of the season.

VJM02

Vitantonio Liuzzi at the 2009 Japanese Grand Prix.
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The VJM02 was powered by Mercedes-Benz engines from the 2009 season after signing a five year deal

on 10 November 2008. The deal also included a supply of McLaren-Mercedes gearboxes, hydraulic

systems and the KERS feature. The car was revealed on 1 March 2009. ] The VJM02 was the first Force

India car to pick up points, pole position and fastest lap at the 2009 Belgian Grand Prix but the race was

won by Ferrari's Kimi Rikknen.

2010 season

Vitantonio Liuzzi driving during practice for the 2010 Bahrain Grand Prix.

The team announced on 27 November 2009, that it was to keep Adrian Sutil and Vitantonio Liuzzi for the

2010 season. The team tested Paul di Restaand J. R. Hildebrand at Jerez, with di Resta setting a much

faster time. The VJM03 was the team's 2010 Formula One season chassis. Di Resta was confirmed as

the team's test driver on 2 February 2010. On 9 February 2010, Force India unveiled their new car,

the VJM03, which will be used in the 2010 season.

The 2010 season began with points in Bahrain, with Liuzzi finishing in ninth position. Sutil had qualified in

tenth, but was involved in a first-lap incident with the Renault ofRobert Kubica. He ultimately recovered to

finish in twelfth position. In Australia, Sutil again qualified in the top ten, with Liuzzi qualifying thirteenth.

Liuzzi finished the race in seventh, while Sutil retired with an engine problem. In Malaysia Sutil scored ten

points with fifth and Liuzzi retired early due to a throttle problem, his first retirement of the season. In the

next few races, apart from a retirement from Liuzzi, the Force Indias had quiet races in the midfield,

staying mainly out of the action in front of and behind them, with Sutil scoring points in Spain.

At Monaco both cars finished the race in eighth and ninth, avoiding the numerous incidents, giving the

team their first double points finish. In Turkey, Sutil finished 9th scoring two points, while Liuzzi finished

13th. At the following race in Montreal, both cars finished in the points, with Liuzzi finishing 9th and Sutil

in 10th.

A number of senior personnel left the team during the season, with technical directorJames Key being

the highest-profile member, leaving to join Sauberin a similar role. Chief designer Lewis Butler, head of

aerodynamics Marianne Hinson, and commercial director Ian Phillips also left the outfit.

2011 season
http://en.wikipedia.org/wiki/Mercedes-Benz_High_Performance_Engineshttp://en.wikipedia.org/wiki/Regenerative_brake#Kinetic_Energy_Recovery_Systemshttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/Kimi_R%C3%A4ikk%C3%B6nenhttp://en.wikipedia.org/wiki/2010_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/Paul_di_Restahttp://en.wikipedia.org/wiki/J._R._Hildebrandhttp://en.wikipedia.org/wiki/Force_India_VJM03http://en.wikipedia.org/wiki/2010_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/Renault_F1http://en.wikipedia.org/wiki/Robert_Kubicahttp://en.wikipedia.org/wiki/2010_Australian_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Spanish_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Canadian_Grand_Prixhttp://en.wikipedia.org/wiki/James_Key_(Formula_One)http://en.wikipedia.org/wiki/Sauberhttp://en.wikipedia.org/wiki/File:Liuzzi_Bahrain_2010_(cropped).jpghttp://en.wikipedia.org/wiki/Sauberhttp://en.wikipedia.org/wiki/James_Key_(Formula_One)http://en.wikipedia.org/wiki/2010_Canadian_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Spanish_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2010_Australian_Grand_Prixhttp://en.wikipedia.org/wiki/Robert_Kubicahttp://en.wikipedia.org/wiki/Renault_F1http://en.wikipedia.org/wiki/2010_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/Force_India_VJM03http://en.wikipedia.org/wiki/J._R._Hildebrandhttp://en.wikipedia.org/wiki/Paul_di_Restahttp://en.wikipedia.org/wiki/2010_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/Kimi_R%C3%A4ikk%C3%B6nenhttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/Regenerative_brake#Kinetic_Energy_Recovery_Systemshttp://en.wikipedia.org/wiki/Mercedes-Benz_High_Performance_Engines


17/26

Adrian Sutil at the 2011 Malaysian Grand Prix.

On 26 January 2011, the team announced that reserve driverPaul di Resta would be promoted to a race

seat for the 2011 season, to partnerAdrian Sutil. The team launched their new car, theVJM04 on 8

February 2011 via an online launch. The VJM04 is the first car created under new technical director

Andrew Green and developed using the resources from partners McLaren Applied Technologies

and Mercedes-Benz HighPerformanceEngines. In the first race of the year in Australia, Sutil and di Resta

finished the race in eleventh and twelfth places respectively but were later promoted to ninth and tenth

after both Saubercars were disqualified for a technical infringement relating to the rear wing of both their

cars.

They scored more points in Malaysia before di Resta's retirement in Turkey. Sutil finished seventh

in Monaco, and ninth in Valencia. Di Resta was bound for points in Britain before a collision with Buemi,

while Sutil finished sixth in Germany ahead of the Mercedes cars. Di Resta finished seventh in Hungary,

eighth in Italy and took his best race result of sixth in Singapore, while Sutil added a seventh place finish

in Belgium and an eighth in Singapore. Di Resta scored another point in Korea, while at the inaugural

Indian Grand Prix, Sutil scored two points with ninth place. At the final race in Brazil, Sutil matched his

best finish of the season with sixth place, while di Resta finished eighth, to help the team finish sixth in the

Constructors' Championship, four points in arrears of fifth-placed Renault.

Sponsorship and partners

Kingfisher, a brand owned by Vijay Mallya, is the primary sponsor. Other sponsors for 2008

included ICICI Bank, Medion, Kanyan Capital, Reebok and Reliance Industries Limited. The above

sponsors, except ICICI Bank and Kanyan Capital, continue to sponsor the team in 2009. New sponsors

include AVG, Airbus and Whyte & Mackay.

In December 2009, Computational Research Laboratories (CRL), a wholly owned subsidiary ofTata

Sons, and Force India Formula One Team announced an exclusive three-year multi-million dollar

partnership deal to offer a fully automatedComputational Fluid Dynamics (CFD) solution to aid the design

of the teams next generation race cars as well improve aerodynamic efficiency in the current racing

models. Force India F1 has tied up with Airbus and EADS for technological support, and has a technical

partnership with McLaren.

In October 2011, Indian company Sahara India Pariwarpurchased 42.5% of the team's shares for $100

million. Mallya retains 42.5%, and the remaining 15% belongs to the Mol family. The team was

renamed Sahara Force India as a result. The shares sold were newly issued; Mallya and Mol did not sell

any of their existing shares.
http://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/2011_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/Paul_di_Restahttp://en.wikipedia.org/wiki/2011_Formula_One_seasonhttp://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/Force_India_VJM04http://en.wikipedia.org/wiki/Mercedes-Benz_HighPerformanceEngineshttp://en.wikipedia.org/wiki/Sauberhttp://en.wikipedia.org/wiki/2011_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2011_European_Grand_Prixhttp://en.wikipedia.org/wiki/2011_German_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Hungarian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Italian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Singapore_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Korean_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Indian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Indian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/Renault_F1http://en.wikipedia.org/wiki/Kingfisher_Airlineshttp://en.wikipedia.org/wiki/ICICI_Bankhttp://en.wikipedia.org/wiki/Medionhttp://en.wikipedia.org/w/index.php?title=Kanyan_Capital&action=edit&redlink=1http://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/wiki/Reliance_Industrieshttp://en.wikipedia.org/wiki/AVG_Technologieshttp://en.wikipedia.org/wiki/Airbushttp://en.wikipedia.org/wiki/Whyte_%26_Mackayhttp://en.wikipedia.org/wiki/Computational_Research_Laboratorieshttp://en.wikipedia.org/wiki/Tata_Sonshttp://en.wikipedia.org/wiki/Tata_Sonshttp://en.wikipedia.org/wiki/Computational_Fluid_Dynamicshttp://en.wikipedia.org/wiki/Airbushttp://en.wikipedia.org/wiki/EADShttp://en.wikipedia.org/wiki/McLaren_(racing)http://en.wikipedia.org/wiki/Sahara_India_Pariwarhttp://en.wikipedia.org/wiki/File:Adrian_Sutil_2011_Malaysia_FP2.jpghttp://en.wikipedia.org/wiki/Sahara_India_Pariwarhttp://en.wikipedia.org/wiki/McLaren_(racing)http://en.wikipedia.org/wiki/EADShttp://en.wikipedia.org/wiki/Airbushttp://en.wikipedia.org/wiki/Computational_Fluid_Dynamicshttp://en.wikipedia.org/wiki/Tata_Sonshttp://en.wikipedia.org/wiki/Tata_Sonshttp://en.wikipedia.org/wiki/Computational_Research_Laboratorieshttp://en.wikipedia.org/wiki/Whyte_%26_Mackayhttp://en.wikipedia.org/wiki/Airbushttp://en.wikipedia.org/wiki/AVG_Technologieshttp://en.wikipedia.org/wiki/Reliance_Industrieshttp://en.wikipedia.org/wiki/Reebokhttp://en.wikipedia.org/w/index.php?title=Kanyan_Capital&action=edit&redlink=1http://en.wikipedia.org/wiki/Medionhttp://en.wikipedia.org/wiki/ICICI_Bankhttp://en.wikipedia.org/wiki/Kingfisher_Airlineshttp://en.wikipedia.org/wiki/Renault_F1http://en.wikipedia.org/wiki/2011_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Indian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Indian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Korean_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Singapore_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Italian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Hungarian_Grand_Prixhttp://en.wikipedia.org/wiki/2011_German_Grand_Prixhttp://en.wikipedia.org/wiki/2011_European_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2011_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/Sauberhttp://en.wikipedia.org/wiki/Mercedes-Benz_HighPerformanceEngineshttp://en.wikipedia.org/wiki/Force_India_VJM04http://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/2011_Formula_One_seasonhttp://en.wikipedia.org/wiki/Paul_di_Restahttp://en.wikipedia.org/wiki/2011_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/Adrian_Sutil


18/26

[edit]Complete Formula One results

(key) (results in bold indicate pole position; results in italicsindicate fastest lap)

Year

Chassis

Engine Tyres

Drivers

1 2 3 4 5 6 7 8 9 10 11 12 13 14

15 16 17 18 19 Points

W

C

C

20

08

Forc

eIndia

VJM

01

Ferrari0

56V8B

A

U

S

M

A

L

B

H

R

E

S

P

T

U

R

M

O

N

C

A

N

F

R

A

G

B

R

G

E

R

H

U

N

E

U

R

B

E

L

IT

A

SI

N

JP

N

C

H

N

B

R

A

010

th

Adrian Sutil

R

et

R

et 19

Re

t 16

Re

t

R

et 19

Re

t 15

Re

t

Re

t 13

1

9

R

et

Re

t

Re

t 16

Gian

carlo

Fisich

ella

R

et12 12 10

R

et

Re

t

R

et18

Re

t16 15 14 17

R

et14

Re

t17 18

20

09

Forc

e

India

VJM

02

Merced

esFO

108WV

8

B

A

U

S

M

A

L

C

H

N

B

H

R

E

S

P

M

O

N

T

U

R

G

B

R

G

E

R

H

U

N

E

U

R

B

EL

IT

A

SI

N

J

P

N

B

R

A

A

B

U

139t

h

Adria

n Sutil

9 17 17 16R

et14 17 17 15

Re

t10 11 4

R

et13

Re

t17

Gian

carlo

Fisich

ella

11 18 14 15 14 9R

et10 11 14 12 2
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rcedes-Benz_HighPerformanceEngineshttp://en.wikipedia.org/wiki/V8_enginehttp://en.wikipedia.org/wiki/V8_enginehttp://en.wikipedia.org/wiki/V8_enginehttp://en.wikipedia.org/wiki/V8_enginehttp://en.wikipedia.org/wiki/Bridgestonehttp://en.wikipedia.org/wiki/2009_Australian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Australian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Australian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Malaysian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Chinese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Chinese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Chinese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Bahrain_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Spanish_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Spanish_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Spanish_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Monaco_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Turkish_Grand_Prixhttp://en.wikipedia.org/wiki/2009_British_Grand_Prixhttp://en.wikipedia.org/wiki/2009_British_Grand_Prixhttp://en.wikipedia.org/wiki/2009_British_Grand_Prixhttp://en.wikipedia.org/wiki/2009_British_Grand_Prixhttp://en.wikipedia.org/wiki/2009_German_Grand_Prixhttp://en.wikipedia.org/wiki/2009_German_Grand_Prixhttp://en.wikipedia.org/wiki/2009_German_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Hungarian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Hungarian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Hungarian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_European_Grand_Prixhttp://en.wikipedia.org/wiki/2009_European_Grand_Prixhttp://en.wikipedia.org/wiki/2009_European_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Italian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Italian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Singapore_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Singapore_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Japanese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Japanese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Japanese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Abu_Dhabi_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Abu_Dhabi_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Abu_Dhabi_Grand_Prixhttp://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Giancarlo_Fisichellahttp://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/Adrian_Sutilhttp://en.wikipedia.org/wiki/2009_Abu_Dhabi_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Abu_Dhabi_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Abu_Dhabi_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Brazilian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Japanese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Japanese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Japanese_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Singapore_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Singapore_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Italian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Italian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/wiki/2009_Belgian_Grand_Prixhttp://en.wikipedia.org/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Kingfisher Company Perspectives

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