Helion Venture Partners

Company & Industry Overview
Brand Calculus was started by Fazle A. Naqvi along with K. Pradeep and K.A. Madappa in early 2008, with the objective of bringing QSR (Quick Service Restaurants) brands to India. At the time of its founding and since, the forecast for the foodservice industry has remained bright for India, with a current (2009) food service industry size estimated by Euromonitor International at about $10 Billion, growing at 10% p.a. and within that a small but rapidly growing organized sector growing at upwards of 20% p.a. the food service industry looks set to continue to grow rapidly as consumers become increasingly affluent and exposed to other cultures and cuisines.

The franchising industry has also meanwhile grown impressively in India in recent years. It is estimated that as on date, there are more than 600 franchisors and about 40,000 franchisees in sectors ranging from education and retailing to hospitality and health care.

Lead brand - Booster Juice
Brand Calculus' first venture is a master franchise relationship with the Canadian Smoothies major Booster Juice (www.boosterjuice.com). With over 200 stores in Canada, USA, UAE and Netherlands, India is the first major overseas market for Booster Juice.

Booster Juice's first India store opened on the 15th of August at Delhi's prestigious Select Citywalk Mall. Since then the company has added 4 more stores - all in Bangalore at leading centres like Garuda Mall, the Forum Value Mall etc.

Growth
The Booster Juice store rollout is currently at the rate of one store a month, which the company hopes to more than double in 2010. The company is in the middle of testing out various store concepts ranging from Kiosks, inline stores, retail co-located stores and sitdown Café style stores. The stores range from 150 sft to 800 sft in size.

The first few stores of Booster Juice have all been corporate and while that continues to be the preferred growth path for the moment, franchising remains a huge opportunity going forward.

Team
The key management of Brand Calculus comprises Fazle A. Naqvi (Founder and Chairman), Anoop Sequeira (CEO), K. Pradeep (Co-Founder and Director Finance & IT), K. A. Madappa (Co-Founder and Director Business Development & Franchising), Naresh Sharma (V.P. Operations)

Contact Information
Brand Calculus Franchising (India) Pvt. Ltd.
679/1, Old Syndicate Bank Road
Indira Nagar, HAL 1st Stage,
Bengaluru 560 038,
India

Tel: +91-80-4151 5004
Email: response@brandcalculus.com

For more information, please visit www.brandcalculus.com

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Fazle A. Naqvi
Chairman & Managing Director

Fazle started his career as a management trainee with Brooke Bond India Limited a subsidiary of Hindustan Lever Limited (Now Hindustan Unilever Ltd) where he learnt the hard act of marketing products in the smallest of towns and villages of rural India. Fazle however likes to think of Madura Garments as his true corporate alma mater, where he played a pivotal role in the creation & development of some of the brands that dominate India's clothing brand space today - Louis Philippe, Van Heusen, Allen Solly and Peter England - particularly Allen Solly and Peter England, which he helped conceptualize and create.

In 1999, Fazle was one of the 8 co-founders of a new age clothing company, Indus League Clothing Limited. This was the first company in India, outside the technology space to receive VC funding. The company created the brands Indigo Nation and Scullers. The Future group bought Indus League in 2004. Fazle was most recently an Executive Director with the Landmark Group.

After a long career in the clothing business, in 2008 Fazle along with 2 co-founders, founded Brand Calculus, a QSR franchising company. Brand Calculus is the India master franchisee for Booster Juice, the Canadian Smoothies major and hopes to license or master franchise other global QSR brands into India, as well as create its own blockbuster QSR brands.

As the Chairman and Managing Director of Brand Calculus, Fazle has been directing the strategy of the company as well helping sharpen its supply chain and marketing. Fazle is also the Webmaster for the company!

Fazle is a BA Economics (Honours) from St. Stephen's College and an MBA from the Faculty of Management Studies in 1985. He has earlier this year received a Master of Management degree from McGill University.

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