Call him The king of good times or the liquor Baron, this charismatic personalitys name is a complete introduction

in itself. His story jumps countries, time zones, cars and careers.

He believes in living life-king size. His unique style and doing just anything in the most exotic manner shows his extra-ordinary way of life. Blessed with Midas touch, this business tycoon surely knows how to turn any simple opportunity into a goldmine

And be it anything! He is a keen sportsman, aviator and yachtsman of distinction, championship horse breeder, and professional race car driver, versatility has always been the key to success for this strategic man. His sharp vision and guts to take on new challenges in life always gave him an edge over other business tycoons.

He is the man who changed the usual perception about a so called multi-national company. Who is this multi-faceted personality? He is none other than Dr. Vijay Mallya

VIJAY MALLYA

Referred to as Indias Richard Branson. A great part of the personality of the Kingfisher brand is based on Mallyas personality. He is credited with having single handedly changed the image of his beer brand from a commodity to a lifestyle brand. The Kingfisher brand commands a 29% share of the beer market in India and is sold in over 52 countries

PROFILE Born: December 18, 1955 (age 53)Bantwal, Karnataka, IN Occupation: Rajya Sabha MP, Chairman- United Breweries Group, Kingfisher Airlines, Force India, Royal Challengers Bangalore ,United Racing and Bloodstock Breeders

Net worth: US$1.2 billion Age: 52 Fortune: inherited and growing Source: liquor Net Worth: $1.2 billion Country Of Citizenship: India Residence: Bangalore , India, Asia & Australia Industry: Beverages Marital Status: married, 3 children Education: Calcutta University, Bachelor of Arts / Science

Vijay Mallya The Flamboyant

Vijay Mallya, the flamboyant CEO of United Breweries the company that owns the Kingfisher brand is one of the most flamboyant CEOs in Asia. Vijay Mallya believes in leading his brand from the front by leveraging his personality.

Vijay Mallya has built a reputation for splurging his money in the public. He is the key sponsor to many of Indias top derby championships, he owns a yacht once owned by Elizabeth Taylor, flies a personal Boeing business jet, owns super stylish homes in London, US, Dubai and India. Vijay Mallya is a diehard party animal, and is seen as the personification of a luxurious life!

Vijay Mallyas associations with the rich, trendy and the luxurious have rubbed on his business venture and the brands. Similarly to Richard Branson, he recently launched Kingfisher Airlines, which draws a lot of its brand equity from Mallya himself.

MISSION STATEMENT FROM THE TYCOON

We constitute a large, global group based in India. We associate with world leaders in order to adopt technologies and processes that will enable a leadership position in a large spectrum of activities. We are focused on assuming leadership in all our target markets. We seek to be the most preferred employer wherever we operate. We recognize that our organization is built around people who are our most valuable asset. We will always be the partner of choice for customers, suppliers and other creators of innovative concepts. We will continually increase the long-term value of our Group for the benefit of our shareholders. We will operate as a decentralized organization and allow each business to develop within our stated values. We will be a major contributor to our National Economy and take full advantage of our strong resource base. We commit ourselves to the ongoing mission of achieving Scientific Excellence

KEY MILESTONES Upon assuming the position of Chairman in October 1983, Dr. Mallya initiated the process of defining a corporate structure with performance accountability, inducting professional management and consolidating the unwieldy empire into individual operating divisions.

In 1988, Vijay Mallya became a non-resident Indian to pursue global opportunities and to transform the UB Group into Indias first multinational. In a leveraged buyout , Mallya acquired the global Berger

Paints Group with operating companies across four continents and divested it at significant value in 1996 through a successful exit strategy that included five initial public offerings on the stock exchanges in London, Singapore

In 1990, Mallya led the restructuring of The UB Group, retaining only the areas of core competence, transforming the vastly diversified UB conglomerate into a handful of key operating businesses that dramatically increased shareholder value

In 1993 he founded UBICS, Inc, listed on the NASDAQ in 1996, a leading global provider of a broad spectrum of IT services and IT products for the vast US market

Mallya personally steered The UB Groups entry in civil aviation with Kingfisher Airlines, launched in May 2005. The full service luxury domestic airline operates a fleet of 13 brand new aircraft that provide 70 daily flights connecting 16 cities. In its first year of operations Kingfisher Airlines was awarded service excellence awards.

On entering the new millennium, The UB Group is considerably more focused and has dramatically increased value for its shareholders through its various operating businesses. Sales of the UB Spirits Division have exceeded 60 million cases (9 litres each) during the fiscal year 2005-06 making the UB Group, the third largest beverage alcohol company in the world. In addition, this Division is one of only three in the world to own seven millionaire brands and at least five brands rated by Drinks International, UK to be amongst the ten fastest growing brands in the world in their respective categories. The market share of the Spirits Division in India is currently 60% and exports to the Middle East, Africa and Asian countries are growing rapidly

The UB Groups Brewing Division has also assumed undisputed market leadership with a national market share in excess of 50%. Through a process of aggressive acquisition and market penetration, The UB Group today controls 60% of the total manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold in over 50 countries worldwide having received many accolades for its quality. The flagship brand, Kingfisher is now sold in 32 countries worldwide and its quality has received undisputed praises

The newest venture of The UB Group is in Civil Aviation. After the initial launch of UB Air in 1990, Vijay Mallya decided to take advantage of the attractive growth opportunities for Civil Aviation in India,

leverage the equity of the Super brand Kingfisher and utilize the strength of The UB Group in consumer product marketing. Kingfisher Airlines Limited launched scheduled Airline services on May 9, 2005 with 4 flights a day with one brand new Airbus A-320 aircraft.

It was Indias second largest budget carrier. Designer uniforms for stewards, bold usage of colour palette inside the aircraft and the ever so charming kingfisher logo thats Mallyas flamboyance. Kingfisher airlines proved out to be the most glamorous domestic airlines. In just 10 months from launch, Kingfisher Airlines has received 3 International Awards. The first was the Best New Airline of the year award in the Asia Pacific and Middle East region given by the Centre for Asia Pacific Aviation. The second was the Skytrax award for service excellence. Skytrax, London is the leading independent research and quality evaluation agency for the World Air Transport Industry. The latest addition to the list of laurels is the Best New Domestic Airline for Excellent Services and Cuisine award from Pacific Area Travel Writers Association (PATWA), one of the biggest travel writers organizations in the world.

After Mallyas successful airline venture, it was time now for Entertainment industry. And what better than joining hands with NDTV in launching Indias first lifestyle channel NDTV Good Times. UB group owned Kingfisher brand took over the charge for this exotic channels promotion and it came into being on September 7, 2007.

Vijay Mallya, a sports lover, bought Spykar F1 team along with Micheil Mol in October 2007 for 88 million euros. It was a 50-50 joint venture between him and Mol, a director of Spyker Formula One, of the Netherlands. The world saw Indias first Formula One team Force India came into existence Vijay Mallya owns one of the largest private yachts in the world called Indian Empress HALL OF FAME

Co-owns a Formula One team, Force India, with Dutch businessman Michiel Mol.

Vijay Mallya is the Chairman of public companies both in India as well as in the USA. He has been the Chairman of Aventis Pharma India (previously Hoechst) as well as the Chairman of Bayer CropScience in India (previously Agrevo) for over 20 years, in addition to his Chairmanship of several other corporations.

Vijay Mallya has received several professional awards both in India and overseas. He was also conferred a Doctorate of Philosophy in Business Administration, by the Southern California University, Irvine. He has also been nominated as a Global Leader for Tomorrow by the World Economic Forum.

Mallya was nominated global leader for tomorrow by the World Economic Forum, Davos, in 1995

He has served as an elected member of the Rajya Sabha (the upper house) of the Indian Parliament and has served as a member of various Parliamentary committees and on defense, science and technology, environment and forests, and industry.

He was also conferred a Doctorate of Philosophy in Business Administration, by the Southern California University, Irvine. He is also the chairman of both the Federation of Motor sports Clubs in India (FMSCI) and Motor sport Association of India (MAI). UNDISPUTED TYCOONS MARCHING CONTINUES

From Mallya, liquor baron to Dr Mallya, national working president, Bharthiya Janata Party. From soirees in South Africa to rallies in Raichur, the man is a complex network of thoughts and ideas all rolled into one massive brand.

This passion and energy is evident in all that he has done, from creating the largest manufacturer of spirits in the world to tirelessly touring Karnatakas hinterland as a politician.

He even carefully applies this energy to combat his greatest fear: failure.

Thats why he very rarely fails, says his friend of 20 years, Jim Rydell, vice president, USA Labs, California. His mind is very agile; hes far sighted and has a great sense of marketing and branding.

And his energy is never ending.