Overview• The DLF Group, is India's

largest real estate company in terms of revenues, earnings, market capitalisation and developable area. It has a 62-year track record of sustained growth, customer satisfaction, and innovation. The group has over 231 msf of completed development and 423 msf of planned projects, and has pan India presence across 32 cities.

History• The DLF Group was

founded in 1946

• Delhi Development Act in 1957

• First landmark real estate development project – DLF Qutab Enclave,

Partners

• Construction Laing O’Rourke

• Hospitality Hilton Hotels

• I.T. Infrastructure IBM

• Asset Management Prudential Financial Inc.

Milestones

Vision & Mission

• Vision“To contribute significantly to building the new India and become the world’s most valuable real estate company.”

• Mission “To build world-class real-estate concepts across

six business lines with the highest standards of professionalism, ethics, quality and customer service.”

Values

• Sustained efforts to enhance customer value and quality

• Ethical and professional service • Compliance and respect for all community,

environmental and legal requirements.

Corporate Strategy• Business organised on vertical basis: Homes, Office, Retail, Hotels, etc., each independent of

the other• Same structure is followed not only at the corporate level, but flows down to the

regional/local level• DLF, at the corporate level, plays the role of an aggregator of businesses where stiff,

competing interestsof different SBUs and businesses get aligned, resulting in sum of parts being worth more than parts

• Going forward, DLF plans to monetize subsidiaries/assets to unlock the embedded value• With core businesses reaching stable operating performance, focus is to aggressively ramp

up newbusinesses like hotels, infrastructure, SEZs, etc.• Key focus on execution of projects – with current levels reaching a run rate of 62 msf across

businesses(excluding Hotels)• DLF will look into making small ‘pure’ investments in non-real estate businesses, with target

ROI ofmore than 20%• The compensation structure within the mid / senior level empolyees allows for participation

in thesuccess of various projects/businesses- Base salary – 30% with a 70% variable component linked to the KRAs, overall through stock options

LAND RESOURCE

DLF Presence

Core Business StrategyStrategy for Homes

Strategy for office

Strategy for Retail

COMPETITORS (Rs in crores)

Competitors Market Cap. Sales Turnover Net Profit Total Assets

DLF 70,611.76 2,827.90 1,547.77 21,989.80

HDIL 9,897.07 1,719.29 830.43 8,610.98

Anant Raj Ind 3,952.82 413.78 365.84 3,349.15

Ackruti City 3,876.09 440.99 263.78 2,036.17

Sobha Developer 2,540.83 974.70 109.70 3,001.65

Parsvnath 2,534.96 744.04 113.04 3,756.32

Puravankara Pro 2,483.19 444.90 132.95 1,753.37

Omaxe 2,131.40 699.78 78.12 2,929.42

MVL 1,410.59 120.39 9.03 130.62

(Source: moneycontrol.com)

MARKET SHARE

(Source: moneycontrol.com)

PROFIT

0

500

1000

1500

2000

2500

3000

Mar ' 05 Mar ' 06 Mar ' 07 Mar ' 08 Mar ' 09

Rs. I

n Cr

ores

YEAR

NET PROFIT

Net Profit

(Source: moneycontrol.com)

SWOT ANALYSIS

STRENGTH• Strong and significant National Leadership position in the Real Estate Industry• Focus on luxury and premium segment and low average cost of land• Expand core business verticals nationally• Diversify into SEZ development• Diversify into hotel development• Way ahead of its competitors• Best Brand Name in the Industry

WEAKNESSES

• Not very significant in South• Can affect cash flows in long term

OPPORTUNITIES• Took over hotel industry which is having significant growth in the

near future• Growing retail industry.

THREATS• Huge Investments made• Dealing in a very volatile real estate industry• Increasing labor costs

CONCLUSION

• India’s largest real estate company in terms of revenues, earnings, market capitalisation

• Robust business model • Low risk due to multiple businesses and segments • High value land resource in super metros & metros • Commercial, retail & luxury homes contribute more than

80% of total business• Only developer with the experience of setting up of large

townships

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