Please read section 32 and 26 of the C DEBOCK SALES AND MARKETING LIMITED Draft ...

319 Pages·2017·3.94 MB·English

Draft Prospectus
Dated: February 09, 2018
PPlleeaassee rreeaadd sseeccttiioonn 3322 aanndd 2266 ooff tthhee CCoommppaanniieess AAcctt,, 22001133
100% Fixed Price Issue

DEBOCK SALES AND MARKETING LIMITED
OOuurr CCoommppaannyy wwaass oorriiggiinnaallllyy iinnccoorrppoorraatteedd aass ““DDeebboocckk SSaalleess aanndd MMaarrkkeettiinngg PPrriivvaattee LLiimmiitteedd”” aatt JJaaiippuurr,, aass aa PPrriivvaattee LLiimmiitteedd CCoommppaannyy uunnddeerr tthhee pprroovviissiioonn ooff
CCCooommmpppaaannniiieeesss AAAcccttt,,, 111999555666 vvviiidddeee CCCeeerrrtttiiifffiiicccaaattteee ooofff IIInnncccooorrrpppooorrraaatttiiiooonnn dddaaattteeeddd AAAuuuggguuusssttt 111111,,, 222000000888 bbbeeeaaarrriiinnnggg CCCooorrrpppooorrraaattteee IIIdddeeennntttiiifffiiicccaaatttiiiooonnn NNNuuummmbbbeeerrr UUU555222111999000RRRJJJ222008PTC027160 issued by the
Registrar of Companies, Rajasthan. Subsequentttlllyyy ooouuurrr CCCooommmpppaaannnyyy wwwaaasss cccooonnnvvveeerrrttteeeddd iiinnntttooo aaa pppuuubbbllliiiccc llliiimmmiiittteeeddd cccooommmpppaaannnyyy pppuuurrrsssuuuaaannnttt tttooo ssspppeeeccciiiaaalll rrreeesssooollluuutttiiiooonnn pppaaasssssseeeddd bbbyyy ttthhheee mmmeeemmmbbbeeerrrsss iiinnn
Extra-OOOrrrdddiiinnnaaarrryyy GGGeeennneeerrraaalll MMMeeeeeetttiiinnnggg hhheeelllddd ooonnn MMMaaayyy 222555,,, 222000111777 aaannnddd ttthhheee nnnaaammmeee ooofff ooouuurrr CCCooommmpppaaannnyyy wwwaaasss ccchhhaaannngggeeeddd tttooo DDDeeebbboooccckkk SSSaaallleeesss aaannnddd MMMaaarrrkkkeeetttiiinnnggg LLLiiimmmiiittteeeddd vvvide a Fresh Certificate of
IIInnncccooorrrpppooorrraaatttiiiooonnn dddaaattteeeddd JJJuuulllyyy 222555,,, 222000111777,,, iiissssssuuueeeddd bbbyyy ttthhheee RRReeegggiiissstttrrraaarrr ooofff CCCooommmpppaaannniiieeesss,,, RRRaaajjjaaasssttthhhaaannn... TTThhheee CCCooorrrpppooorrraaattteee IIIdddeeennntttiiifffiiicccaaatttiiiooonnn nnnuuummmbbbeeerrr ooofff ooouuur Company is
UU5522119900RRJJ22000088PPLLCC002277116600..FFoorr ddeettaaiillss ooff IInnccoorrppoorraattiioonn aanndd ootthheerr ddeettaaiillss ooff oouurr ccoommppaannyy pplleeaassee rreeffeerr ttoo chapter titled “GGeenneerraall IInnffoorrmmaattiioonn” and “History and
Certain Other Corporate Matters”” bbeeggiinnnniinngg oonn ppaaggeess 54 and 122 of this Draft Prospectus.

RReeggiisstteerreedd OOffffiiccee:: 51, Lohiya Colony, 200ft Bye Pass, Vaishali Nagar, Jaipur - 330022002211,, RRaajjaasstthhaann
Tel: 0141-22335588665544; E-mail: [email protected]; Website: www.debockgroup.com
CCoonnttaacctt PPeerrssoonn:: Tripti Sharma, Company Secretary and Compliance Officer
PPRROOMMOOTTEERR OOFF TTHHEE CCOOMMPPAANNYY:: MMRR.. MMUUKKEESSHH MANVEER SINGH
PUBLIC ISSUE OF 22,20,000 EEQQUUIITTYY SSHHAARREESS OOFF FFAACCEE VVAALLUUEE OOFF `10/- EEAACCHH OOFF DDEEBBOOCCKK SSAALLEESS AANNDD MMAARRKKEETTIINNGG LLIIMMIITTEEDD ((TTHHEE ““CCOOMMPPAANNYY”” OORR
THE “ISSUER”) FOR CASH AT A PRICE OF `2200/- PER EQUITY SHARE INCLUDING A SHARE PREMIUM OF `10//- PER EQUITY SHARE (THE “ISSUE
PRICE”) AGGREGATING TO ` 444.00 LLAACCSS ((““TTHHEE IISSSSUUEE””)),, OOFF WWHHIICCHH 1,20,000 EEQQUUIITTYY SSHHAARREESS OOFF FFAACCEE VVAALLUUEE OOFF `10/- EACH FOR CASH AT A
PRICE OF `20/- PER EQUITY SHARE IINNCCLLUUDDIINNGG AA SSHHAARRE PREMIUM OF `10/- PPEERR EEQQUUIITTYY SSHHAARREE AAGGGGRREEGGAATTIINNGG TTOO `24.00 LACS WILL BE
RRREEESSSEEERRRVVVEEEDDD FFFOOORRR SSSUUUBBBSSSCCCRRRIIIPPPTTTIIIOOONNN BBBYYY MMMAAARRRKKKEEETTT MMMAAAKKKEEERRR TTTOOO TTTHHHEEE IIISSSSSSUUUEEE (((TTTHHHEEE “““MMMAAARRRKKKEEETTT MMMAAAKKKEEERRR RRREEESSSEEERRRVVVAAATTTIIIOOONNN PPPOOORRRTTTIIIOOONNN”””)))... TTTHHHEEE IIISSSSSSUUUEEE LLLEEESSSSSS TTTHHHEEE
MMAARRKKEETT MMAAKKEERR RREESSEERRVVAATTIIOONN PPOORRTTIIOONN ii..ee.. NNEETT IISSSSUUEE OOFF 21,00,000 EQUITY SHARES OF FACE VALUE OF `1100//- EACH AT A PRICE OF `20/- PER
EQUITY SHARE AGGREGATING TO ` 420.00 LLAACCSS ARE HHEERREEIINN AAFFTTEERR RREEFFEERRRREEDD TTOO AASS TTHHEE ““NNEETT IISSSSUUEE””.. TTHHEE IISSSSUUEE AANNDD TTHHEE NNEETT IISSSSUUEE WWIILLLL
CONSTITUTE 27.01% AND 25.55 % RRREEESSSPPPEEECCCTTTIIIVVVEEELLLYYY OOOFFF TTTHHHEEE PPPOOOSSSTTT IIISSSSSSUUUEEE PPPAAAIIIDDD UUUPPP EEEQQQUUUIIITTTYYY SSSHHHAAARRREEE CCCAAAPPPIIITTTAAALLL OOOFFF OOOUUURRR CCCOOOMMMPPPAAANNNYYY...
TTTHHHIIISSS IIISSSSSSUUUEEE IIISSS BBBEEEIIINNNGGG IIINNN TTTEEERRRMMMSSS OOOFFF CCCHHHAAAPPPTTTEEERRR XXXBBB OOOFFF TTTHHHEEE SSSEEEBBBIII (((IIICCCDDDRRR))) RRREEEGGGUUULLLAAATTTIIIOOONNNSSS,,, 222000000999 AAASSS AAAMMMEEENNNDDDEEEDDD FFFRRROOOMMM TTTIIIMMMEEE TTTOOO TTTIIIMMMEEE
FFoorr ffuurrtthheerr ddeettaaiillss sseeee ““Terms of the Issue” beginning on page 211 of this Draft PPrroossppeeccttuuss..
AAAllllll ttthhheee iiinnnvvveeessstttooorrrsss aaapppppplllyyyiiinnnggg iiinnn aaa pppuuubbbllliiiccc iiissssssuuueee ssshhhaaallllll uuussseee ooonnnlllyyy AAAppppppllliiicccaaatttiiiooonnn SSSuuuppppppooorrrttteeeddd bbbyyy BBBllloooccckkkeeeddd AAAmmmooouuunnnttt (((AAASSSBBBAAA))) fffaaaccciiillliiitttyyy fffooorrr mmmaaakkkiiinnng payment providing details about
tthhee bbaannkk aaccccoouunntt wwhhiicchh wwiillll bbee bblloocckkeedd bbyy tthhee SSeellff CCeerrttiiffiieedd SSyynnddiiccaattee Banks (“SCSBs”)) aass ppeerr tthhee SSEEBBII cciirrccuullaarr CCIIRR//CCFFDD//PPOOLLIICCYYCCEELLLL//1111//22001155 ddaatteedd
November 10, 2015.. FFoorr ffuurrtthheerr ddeettaaiillss,, pplleeaassee rreeffeerr ttoo sseeccttiioonn ttiittlleedd “Issue Procedure” beginning on page 218 of this Draft PPrroossppeeccttuuss.. IInn ccaassee ooff ddeellaayy,, iiff aannyy iinn rreeffuunndd,,
our Compannyy sshhaallll ppaayy iinntteerreesstt oonn tthhee aapppplliiccaattiioonn mmoonneeyy aatt tthhee rraattee ooff 1155 %% ppeerr aannnnuumm ffoorr tthhee ppeerriioodd ooff ddeellaayy..
TTHHEE FFAACCEE VVAALLUUEE OOFF TTHHEE EEQQUUIITTYY SSHHAARREESS IISS `10/- EACH AND THE ISSUE PRICE IS 2 TTIIMMEESS OOFF TTHHEE FFAACCEE VVAALLUUEE
RISK IN RELATION TO THE FIRST ISSUE
TTThhhiiisss bbbeeeiiinnnggg ttthhheee fffiiirrrsssttt PPPuuubbbllliiiccc IIIssssssuuueee ooofff ooouuurrr CCCooommmpppaaannnyyy,,, ttthhheeerrreee hhhaaasss bbbeeeeeennn nnnooo fffooorrrmmmaaalll mmmaaarrrkkkeeettt fffooorrr ttthhheee ssseeecccuuurrriiitttiiieeesss ooofff ooouuurrr CCCooommmpppaaannnyyy... TTThhheee fffaaaccceee value of the shares is `10/- per Equity
Shares and the Issue price is 2 ttiimmeess ooff tthhee ffaaccee vvaalluuee.. TThhee IIssssuuee PPrriiccee ((aass ddeetteerrmmiinneedd bbyy oouurr CCoommppaannyy iinn ccoonnssuullttaattiioonn wwiitthh tthhee LLeeaadd MMaannaaggeerr)) aass ssttaatteedd iinn tthhee cchhaapptteerr
titled on “Basis for Issue Price” beginning on page 778 of this Draft PPrroossppeeccttuuss sshhoouulldd nnoott bbee ttaakkeenn ttoo bbee iinnddiiccaattiivvee ooff tthhee mmaarrkkeett pprriiccee ooff tthhee EEqquuiittyy SShhaarreess aafftteerr tthhee EEqquuiittyy
Shareeesss aaarrreee llliiisssttteeeddd... NNNooo aaassssssuuurrraaannnccceee cccaaannn bbbeee gggiiivvveeennn rrreeegggaaarrrdddiiinnnggg aaannn aaaccctttiiivvveee ooorrr sssuuussstttaaaiiinnneeeddd tttrrraaadddiiinnnggg iiinnn ttthhheee eeeqqquuuiiitttyyy ssshhhaaarrreeesss ooofff ooouuurrr CCCooommmpppaaannnyyy ooorrr rrreeegggaaarding the price at which the Equity Shares
will be traded after listing.
GENERAL RISKS
Investments in equity and equity-rrreeelllaaattteeeddd ssseeecccuuurrriiitttiiieeesss iiinnnvvvooolllvvveee aaa dddeeegggrrreeeeee ooofff rrriiissskkk aaannnddd iiinnnvvveeessstttooorrrsss ssshhhooouuulllddd nnnooottt iiinnnvvveeesssttt aaannnyyy fffuuunnndddsss iiinnn ttthhhiiisss IIIssssssuuueee uuunnnllleeessssss ttthhheeeyyy cccaaannn aaaffffffooorrrddd tttooo take the risk of
lloossiinngg tthheeiirr iinnvveessttmmeenntt.. IInnvveessttoorrss aarree aaddvviisseedd ttoo rreeaadd tthhee rriisskk ffaaccttoorrss ccaarreeffuullllyy bbeeffoorree ttaakkiinngg aann iinnvveessttmmeenntt ddeecciissiioonn iinn tthhiiss ooffffeerriinngg.. FFoorr ttaakkiinngg aann iinnvveessttmmeenntt ddeecciissiioonn,,
iiinnnvvveeessstttooorrrsss mmmuuusssttt rrreeelllyyy ooonnn ttthhheeeiiirrr ooowwwnnn eeexxxaaammmiiinnnaaatttiiiooonnn ooofff ooouuurrr CCCooommmpppaaannnyyy aaannnddd ttthhheee IIIssssssuuueee iiinnncccllluuudddiiinnnggg ttthhheee rrriiissskkksss iiinnnvvvooolllvvveeeddd... TTThhheee EEEqqquuuiiitttyyy SSShhhaaarrreeesss iiissssssued in the Issue have neither been
recommmmmmeeennndddeeeddd nnnooorrr aaapppppprrrooovvveeeddd bbbyyy SSSeeecccuuurrriiitttiiieeesss aaannnddd EEExxxccchhhaaannngggeee BBBoooaaarrrddd ooofff IIInnndddiiiaaa nnnooorrr dddoooeeesss SSSeeecccuuurrriiitttiiieeesss aaannnddd EEExxxccchhhaaannngggeee BBBoooaaarrrddd ooofff IIInnndddiiiaaa ggguuuaaarrraaannnttteeeeee ttthhheee accuracy or adequacy of this Draft
PPrroossppeeccttuuss.. SSppeecciiffiicc aatttteennttiioonn ooff tthhee iinnvveessttoorrss iiss iinnvviitteedd ttoo tthhee sseeccttiioonn ttiittlleedd ““Risk Factors” beginning on page 12 of this Draft PPrroossppeeccttuuss..
ISSUER’S ABSOLUTE RESPONSIBILITY
TThhee IIssssuueerr,, hhaavviinngg mmaaddee aallll rreeaassoonnaabbllee iinnqquuiirriieess,, aacccceeppttss rreessppoonnssiibbiilliittyy ffoorr aanndd ccoonnffiirrmmss tthhaatt tthhiiss Draft PPrroossppeeccttuuss ccoonnttaaiinnss aallll iinnffoorrmmaattiioonn wwiitthh rreeggaarrdd ttoo oouurr CCoommppaannyy
and thhee IIssssuuee,, wwhhiicchh iiss mmaatteerriiaall iinn tthhee ccoonntteexxtt ooff tthhee IIssssuuee,, tthhaatt tthhee iinnffoorrmmaattiioonn ccoonnttaaiinneedd iinn tthhiiss Draft PPrroossppeeccttuuss iiss ttrruuee aanndd ccoorrrreecctt iinn aallll mmaatteerriiaall aassppeeccttss aanndd iiss nnoott
mmiisslleeaaddiinngg iinn aannyy mmaatteerriiaall rreessppeecctt,, tthhaatt tthhee ooppiinniioonnss aanndd iinntteennttiioonnss eexxpprreesssseedd hheerreeiinn aarree hhoonneessttllyy hheelldd aanndd tthhaatt tthheerree aarree nnoo ootthheerr ffaaccttss,, tthhee oommiissssiioonn ooff wwhhiicchh mmaakkeess tthhiiss
Draft PPPrrrooossspppeeeccctttuuusss aaasss aaa wwwhhhooollleee ooorrr aaannnyyy ooofff sssuuuccchhh iiinnnfffooorrrmmmaaatttiiiooonnn ooorrr ttthhheee eeexxxppprrreeessssssiiiooonnn ooofff aaannnyyy sssuuuccchhh ooopppiiinnniiiooonnnsss ooorrr iiinnnttteeennntttiiiooonnnsss mmmiiisssllleeeaaadddiiinnnggg iiinnn aaannnyyy mmmaaattteeerrrial respect.
LISTING
The Equity Shares offered through the Draft PPrroossppeeccttuuss aarree pprrooppoosseedd ttoo bbee lliisstteedd oonn tthhee Emerge Platform of NSE.. IInn tteerrmmss ooff tthhee CChhaapptteerr XXBB ooff tthhee SSEEBBII ((IICCDDRR))
RReegguullaattiioonnss,, 22000099,, aass aammeennddeedd ffrroomm ttiimmee ttoo ttiimmee.. OOuurr CCoommppaannyy hhaass rreecceeiivveedd aann aapppprroovvaall lleetttteerr ddaatteedd [●] from NSE ffoorr uussiinngg iittss nnaammee iinn tthhiiss ooffffeerr ddooccuummeenntt ffoorr lliissttiinngg
of our shares on the Emerge Platform of NSE.. FFoorr tthhee ppuurrppoossee ooff tthhiiss IIssssuuee,, tthhee ddeessiiggnnaatteedd SSttoocckk EExxcchhaannggee wwiillll bbee tthhee NNaattiioonnaall SSttoocckk EExxcchhaannggee ooff IInnddiiaa LLiimmiitteedd
(“NSE”).
LEAD MANAGER TTOO TTHHEE IISSSSUUEE RREEGGIISSTTRRAARR TTOO TTHHEE IISSSSUUEE

GGRREETTEEXX CCOORRPPOORRAATTEE SSEERRVVIICCEESS PPRRIIVVAATTEE LLIIMMIITTEEDD CAMEO CORPORATE SSEERRVVIICCEESS LLIIMMIITTEEDD
Registered Office: OOffffiiccee nnoo..110022,, 11sstt FFlloooorr,, KKaannaakkiiaa AAttrriiuumm-2, Chakala Andheri SSuubbrraammaanniiaann BBuuiillddiinngg NNoo.. 11,, CClluubb HHoouussee RRooaadd,,
Kurla Road, Behind Courtyard Marriot, Mumbai – 400 093 Chennai – 600 002
Tel No.: +91 – 33 – 4006 9278 Tel: +91 - 44 - 2846 0390, +91 - 44 - 22884466 11998899
Fax No.: +91 – 33 – 4006 9278 Fax: +91 - 44 - 2846 0129
SEBI Registration No: INM000012177 SEBI Registration No.: INR000003753
Email: [email protected] Email: [email protected]
Website: www.gretexcorporate.com Website: www.cameoindia.com
Contact Person: Mr. Goutam Seal Contact Person: Mr. R.D. Ramasamy
ISSUE PROGRAMME
ISSUE OPENS ON: [[●] IISSSSUUEE CCLLOOSSEESS OONN:: [●]
Contents
SECTION I: GENERAL ...............................................................................................................................................................................................1
DEFINITIONS AND ABBREVIATIONS ..............................................................................................................................................................1
CERTAIN CONVENTIONS, USE OF FINANCIAL INFORMATION AND MARKET DATA AND CURRENCY OF PRESENTATION ......9
FORWARD LOOKING STATEMENTS ..............................................................................................................................................................11
SECTION II: RISK FACTORS ..................................................................................................................................................................................12
SECTION III: INTRODUCTION ...............................................................................................................................................................................26
SUMMARY OF INDUSTRY ................................................................................................................................................................................26
SUMMARY OF OUR BUSINESS ........................................................................................................................................................................36
SUMMARY OF FINANCIAL INFORMATION ..................................................................................................................................................50
THE ISSUE ...........................................................................................................................................................................................................53
GENERAL INFORMATION ................................................................................................................................................................................54
CAPITAL STRUCTURE ......................................................................................................................................................................................60
SECTION IV: PARTICULARS OF THE ISSUE .......................................................................................................................................................71
OBJECTS OF THE ISSUE ....................................................................................................................................................................................71
BASIC TERMS OF THE ISSUE ...........................................................................................................................................................................76
BASIS FOR ISSUE PRICE ...................................................................................................................................................................................78
STATEMENT OF POSSIBLE TAX BENEFITS ..................................................................................................................................................80
SECTION V: ABOUT THE COMPANY AND THE INDUSTRY ............................................................................................................................82
OUR INDUSTRY ..................................................................................................................................................................................................82
OUR BUSINESS ...................................................................................................................................................................................................97
KEY REGULATIONS AND POLICIES ............................................................................................................................................................. 112
HISTORY AND CERTAIN OTHER CORPORATE MATTERS ....................................................................................................................... 122
OUR MANAGEMENT ....................................................................................................................................................................................... 126
OUR PROMOTER AND PROMOTER GROUP ................................................................................................................................................ 141
GROUP ENTITIES OF OUR COMPANY ......................................................................................................................................................... 145
RELATED PARTY TRANSACTIONS .............................................................................................................................................................. 150
DIVIDEND POLICY .......................................................................................................................................................................................... 151
SECTION VI: FINANCIAL INFORMATION ......................................................................................................................................................... 152
FINANCIAL STATEMENTS AS RESTATED .................................................................................................................................................. 152
MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATION ........................... 180
STATEMENT OF FINANCIAL INDEBTEDNESS ........................................................................................................................................... 188
SECTION VII: LEGAL AND OTHER INFORMATION ........................................................................................................................................ 191
OUTSTANDING LITIGATION AND MATERIAL DEVELOPMENTS .......................................................................................................... 191
GOVERNMENT AND OTHER APPROVALS .................................................................................................................................................. 199
OTHER REGULATORY AND STATUTORY DISCLOSURES ....................................................................................................................... 201
SECTION VIII: ISSUE INFORMATION................................................................................................................................................................. 211
TERMS OF THE ISSUE ..................................................................................................................................................................................... 211
ISSUE STRUCTURE .......................................................................................................................................................................................... 216
ISSUE PROCEDURE .......................................................................................................................................................................................... 218
RESTRICTIONS ON FOREIGN OWNERSHIP OF INDIAN SECURITIES .................................................................................................... 258
SECTION IX: MAIN PROVISIONS OF ARTICLES OF ASSOCIATION ............................................................................................................. 261
SECTION X: OTHER INFORMATION .................................................................................................................................................................. 313
MATERIAL CONTRACTS AND DOCUMENTS FOR INSPECTION ............................................................................................................. 313
DECLARATION ................................................................................................................................................................................................. 315
Debock Sales and Marketing Limited
SECTION I: GENERAL

DEFINITIONS AND ABBREVIATIONS

This Draft Prospectus uses certain definitions and abbreviations which, unless the context otherwise indicates or
implies, shall have the respective meanings given below. References to statutes, regulations, rules, guidelines and
policies will be deemed to include all amendments and modifications thereto.

All references to “Our Company”, “we”, “our”, “us” or “Debock Sales and Marketing Limited”, are to our Company
which is incorporated under the Companies Act, 1956 and having its Registered Office at 51, Lohiya Colony, 200ft
Bye Pass, Vaishali Nagar, Jaipur – 302021, Rajasthan, India.

The words and expressions used in this Draft Prospectus, but not defined herein, shall have the same meaning ascribed
to such terms under the SEBI (ICDR) Regulations, the Companies Act, and the SCRA, the Depositories Act and the
rules and regulations made there under, as the case may be. Notwithstanding the foregoing, the terms not defined but
used in the sections titled “Statement of Possible Tax Benefits”; “Financial Statements as Restated”; “Outstanding
Litigation and Material Developments”; and “Main Provisions of Articles of Association” beginning on pages
80,152,191 and 261 respectively, shall have the meanings ascribed to such terms in these respective sections.

Unless the context otherwise indicates or implies, the following terms shall have the meanings provided below in this
Draft Prospectus, and references to any statute or regulations or policies will include any amendments or re-
enactments thereto, from time to time. In case of any inconsistency between the definitions given below and the
definitions contained in the General Information Document (as defined below), the definitions given below shall
prevail.

Company Related Terms

Term Description
“Debock Sales and Debock Sales and Marketing Limited, a public limited Company incorporated under
Marketing Limited”, the Companies Act, 1956
“DSML”, “We” or “us” or
“Our Company” or “the
Issuer’
AOA/Articles / Articles of Unless the context otherwise requires, refers to the Articles of Association of Debock
Association Sales and Marketing Limited, as amended from time to time.
Audit Committee The committee of the Board of Directors constituted as the Company’s Audit
Committee in accordance with Regulation 18 of the SEBI (LODR) Regulations and
Section 177 of the Companies Act, 2013 read with the Companies (Meetings of Board
and its Powers) Rules, 2014.
Board/ Board of Directors The Board of Directors of our Company, including all duly constituted Committees
/ Our Board thereof.
Director(s) Director(s) on the Board of our Company, as appointed from time to time, unless
otherwise specified.
Compliance Officer The Company Secretary of our Company, Ms. Tripti Sharma.
DIPL Dannfin India Private Limited
Equity The holders of the Equity Shares of the Company.
Shareholders/Shareholders
Equity Shares/Shares The equity shares of our Company of a face value of ````10/- each unless otherwise
specified in the context thereof
Financial Statements as The audited financial statements of our Company as of and for the years ended March
Restated 31, 2013, March 31, 2014, March 31, 2015, March 31, 2016, March 31, 2017 and for
the period ended December 31, 2017 together with the related notes, schedules and
annexure thereto, prepared in accordance with applicable provisions of the Companies
Act and Indian GAAP, and restated in accordance with the SEBI Regulations.
Group Companies/Entities Such companies/entities as covered under the applicable accounting standards and such
other companies as considered material by the Board. For details of our Group
Companies/ entities, please refer “Group Entities of Our Company” on page 145of this
Draft Prospectus
Key Management Key management personnel of our Company in terms of the SEBI (ICDR) Regulations
Personnel / KMP and the Companies Act, 2013. For details, please refer “Our Management” on page
126of this Draft Prospectus
1
Debock Sales and Marketing Limited
Term Description
MoA/ Memorandum The Memorandum of Association of our Company, as amended from time to time.
of Association
Nomination & The committee of the Board of Directors constituted as the Company’sNomination&
Remuneration Committee Remuneration Committeein accordance with Regulation 19 of the SEBI (LODR)
Regulations and Section 178(1) of the Companies Act, 2013 read with the Companies
(Meetings of Board and its Powers) Rules, 2014.
Peer Reviewed Auditor The independent peer reviewed Auditor of our Company M/s. PSD & Associates,
Chartered Accountants
Promoter Group Persons and entities constituting the promoter group of our Company, pursuant to
Regulation 2(1)(zb) of the SEBI (ICDR) Regulations
Promoter Mukesh Manveer Singh
Registered Office The registered office of our Company situated at 51,Lohiya Colony, 200ft Bye Pass,
Vaishali Nagar, Jaipur - 302021 , Rajasthan, India
SHPL Starsuccess Housing Private Limited
Statutory Auditor The Statutory Auditor of our Company, M/s Mohnot Puneet & Associates, Chartered
Accountants
Roc/Registrar of Registrar of Companies, Jaipur, C/6-7, 1st Floor, Residency Area, Civil Lines, Jaipur -
Companies 302001
Stakeholders’ The committee of the Board of Directors constituted as the Company’s Stakeholders’
Relationship Committee Relationship Committeein accordance with Regulation 20 of the SEBI (LODR)
Regulations and Section 178(5) of the Companies Act, 2013 read with the Companies
(Meetings of Board and its Powers) Rules, 2014.
9HIPL 9 Horse Industries Private Limited

Issue Related Terms

Term Description
Counter Foils The acknowledgement slip or document issued by the Designated Intermediary to an
Applicant as proof of having accepted the Application Form.
Allot / Allotment /Allotted Unless the context otherwise requires, allotment of the Equity Shares pursuant to the
Issue of Equity Shares to the successful Applicants.
Allottee A successful Applicant to whom the Equity Shares are Allotted
Applicant Any prospective investor who makes an application pursuant to the terms of this Draft
Prospectus and the Application Form. Pursuant to SEBI (Issue of Capital and
Disclosure Requirements) (Fifth Amendment) Regulations, 2015, with effect from
January 01, 2016 all applicants participating in this Issue are required to mandatorily
use the ASBA facility to submit their Applications
Application An indication to make an offer during the Issue Period by an Applicant, pursuant to
submission of Application Form, to subscribe for or purchase our Equity Shares at the
Issue Price including all revisions and modifications thereto, to the extent permissible
under the SEBI (ICDR) Regulations
Application Amount The number of Equity Shares applied for and as indicated in the Application Form
multiplied by the price per Equity Share payable by the Applicants on submission of the
Application Form
Application Form The form in terms of which an Applicant shall make an Application and which shall be
considered as the application for the Allotment pursuant to the terms of this Draft
Prospectus
Application Supported by The application (whether physical or electronic) by an Applicant to make an
Blocked Amount/ ASBA Application authorizing the relevant SCSB to block the Application Amount in the
relevant ASBA Account. Pursuant to SEBI Circular dated November 10, 2015 and
bearing Reference No.CIR/CFD/POLICYCELL/11/2015 which shall be applicable for
all public issues opening on or after January 01, 2016, all potential investors shall
participate in the Issue only through ASBA process providing details about the bank
account which will be blocked by the SCSBs
ASBA Account Account maintained with an SCSB and specified in the Application Form which will be
blocked by such SCSB to the extent of the appropriate Application Amount in relation
to an Application by an Applicant
ASBA Applicant(s) Any prospective investors in this Issue who apply for Equity Shares of our Company
through the ASBA process in terms of this Draft Prospectus.
Banker to the Issue Bank which is aclearing member and registered with SEBI as banker to an issue and
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Debock Sales and Marketing Limited
Term Description
with whom the Public Issue Account will be opened, in this case being [●]
Basis of Allotment The basis on which the Equity Shares will be Allotted to successful Applicants under
the Issue, described in “Issue Procedure –Basis of Allotment” on page 250of this Draft
Prospectus
Broker Centers Broker centers notified by the Stock Exchanges, where the Applicants can submit the
Application Forms to a Registered Broker. The details of such broker centres, along
with the name and contact details of the Registered Brokers, are available on the
website of the National Stock Exchange of India Limited on the following link-
www.nseindia.com
Brokers to the Issue All recognized members of the stock exchange would be eligible to act as the Brokers
to the Issue.
Business Day Any day on which commercial banks are open for the business.
CAN / Allotment Advice Confirmation of Allocation Note/the note or advice or intimation of Allotment, sent to
each successful Applicant who has been or is to be Allotted the Equity Shares after
approval of the Basis of Allotment by the Designated Stock Exchange
Client ID Client identification number of the Applicant’s beneficiary account
Collection Centers Centers at which the Designated Intermediaries shall accept the ASBA Forms
Controlling Branches of the Such branches of the SCSBs which coordinate with the Lead Manager, the Registrar to
SCSBs the Issue and the Stock Exchange and a list of which is available at www.sebi.gov.in or
at such other website as may be prescribed by SEBI from time to time.
Collecting Depository A depository participant as defined under the Depositories Act, 1996, registered with
Participant or CDP SEBI and who is eligible to procure Applications at the Designated CDP Locations in
terms of circular no. CIR/CFD/POLICYCELL/11/2015 dated November 10, 2015
issued by SEBI
Demographic Details The details of the Applicants including the Applicants’ address, names of the
Applicants’ father/husband, investor status, occupations and bank account details
Depository / Depositories A depository registered with SEBI under the SEBI (Depositories and Participants)
Regulations, 1996
Depository Participant / DP A depository participant as defined under the Depositories Act.
Designated CDP Locations Such locations of the CDPs where Applicants can submit the Application Forms to
Collecting Depository Participants. The details of such Designated CDP Locations,
along with names and contact details of the Collecting Depository Participants eligible
to accept Application Forms are available on the website of the Stock Exchange
(www.nseindia.com)
Designated Date The date on which the amounts blocked by the SCSBs are transferred from the ASBA
Accounts to the Public Issue Account or unblock such amounts, as appropriate in terms
of this Draft Prospectus.
Designated Intermediaries / An SCSB with whom the bank account to be blocked, is maintained, a syndicate
Collecting Agent member (or sub-syndicate member), a Registered Broker, Designated CDP Locations
for CDP, a Registrar to an Issue and Share Transfer Agent (RTA) (whose names are
mentioned on website of the stock exchange as eligible for this activity).
Designated Market Maker / In our case, Guiness Securities Limited having its office at Guiness House, 18,
Market Maker Deshapriya Park Road, Kolkata - 700026, West Bengal, India.
Designated RTA Locations Such locations of the RTAs where Applicants can submit the Application Forms to
RTAs. The details of such Designated RTA Locations, along with names and contact
details of the RTAs eligible to accept Application Forms are available on the website of
the Stock Exchange (www.nseindia.com)
Designated SCSB Branches Such branches of the SCSBs which shall collect the Application Forms, a list of which
is available on the website of SEBI at http://www.sebi.gov.in/ or at such other website
as may be prescribed by SEBI from time to time
Designated Stock The National Stock Exchange of India Limited
Exchange/ Stock Exchange
Draft Prospectus / DP This Draft Prospectus dated February 09, 2018, filed with National Stock Exchange of
India Limited.
Eligible NRI A non-resident Indian, resident in a jurisdiction outside India where it is not unlawful to
make an offer or invitation under the Issue and in relation to whom the Prospectus
constitutes an invitation to subscribe for the Equity Shares
Eligible QFI Qualified Foreign Investors from such jurisdictions outside India where it is not
unlawful to make an offer or invitation under the Issue and in relation to whom the
Prospectus constitutes an invitation to purchase the Equity Shares offered thereby and
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Debock Sales and Marketing Limited
Term Description
who have opened dematerialised accounts with SEBI registered Qualified Depositary
Participants as QFIs and are deemed as FPIs under the SEBI FPI Regulations
First Applicant The Applicant whose name appears first in the Application Form or the Revision Form
General Information The General Information Document for investing in public issues prepared and issued
Document in accordance with the circulars (CIR/CFD/DIL/12/2013) dated October 23, 2013,
notified by SEBI and updated pursuant to the circular
(CIR/CFD/POLICYCELL/11/2015) dated November 10, 2015 and
(SEBI/HO/CFD/DIL/CIR/P/2016/26) dated January 21, 2016 notified by the SEBI and
included in “Issue Procedure” on page 218 of this Draft Prospectus
Issue / Public issue / Issue Public issue of 22,20,000 Equity Shares of face value of ````10/- each of our Company for
size / Initial Public issue / cash at a price of ````20/- per Equity Share (including a share premium of ````10/- per
Initial Public Offer / Initial Equity Share) aggregating to ```` 444.00 lakhs by our Company, in terms of this Draft
Public Prospectus
Offering/IPO/Present Issue
MICR Code Magnetic Ink Character Recognition - nine-digit code as appearing on a cheque leaf
MoU / Memorandum of The agreement dated February 01, 2018entered into between our Company and the
Understanding Lead Manager, pursuant to which certain arrangements are agreed to in relation to the
Issue
Issue Closing Date The date on which the Issue closes for subscription.
Issue Opening Date The date on which the Issue opens for subscription.
Issue Period The period between the Issue Opening Date and the Issue Closing Date, inclusive of
both days during which prospective Applicants can submit their Applications, including
any revisions thereof
Issue Price The price at which Equity Shares are being issued by our Company being ````20/- per
Equity Share
Lead Manager / LM The lead manager to the Issue, in this case being Gretex Corporate Services Private
Limited
Listing Agreement Unless the context specifies otherwise, this means the Equity Listing Agreement to be
signed between our Company and the National Stock Exchange of India Limited.
Market Maker Reservation 1,20,000 Equity Shares of ````10/- each at ````20/- per Equity Share aggregating to ````24.00
Portion lakhs reserved for subscription by the Market Maker.
Materiality Policy The policy on identification of group companies, material creditors and material
litigation, adopted by our Board on January 25, 2018 in accordance with the
requirements of the SEBI (ICDR) Regulations.
Net Proceeds Proceeds of the Issue that will be available to our Company, which shall be the gross
proceeds of the Issue less the issue expenses.
Emerge Platform of NSE The SME platform of National Stock Exchange of India Limited, approved by SEBI as
an SME Exchange for listing of equity shares offered under Chapter XB of the SEBI
ICDR Regulations.
Non-Institutional Investors All Applicants, including Category III FPIs that are not QIBs or Retail Individual
/ NIIs Investors who have made Application for Equity Shares for an amount of more than
````2,00,000 (but not including NRIs other than Eligible NRIs).
Non Resident A person resident outside India, as defined under FEMA Regulations
Non-Resident Indian/ NRI A person resident outside India, who is a citizen of India or a Person of Indian Origin as
defined under FEMA Regulations, as amended
Prospectus The Prospectus to be filed with the RoC in accordance with the provisions of Section 26
of the Companies Act, 2013.
Public Issue Account The account to be opened with the Banker to the Issue under Section 40 of the
Companies Act, 2013 to receive monies from the ASBA Accounts on the Designated
Date.
Qualified Institutional A qualified institutional buyer as defined under Regulation 2(1)(zd) of the SEBI ICDR
Buyers or QIBs Regulations.
Registered Brokers Stock brokers registered with the stock exchanges having nationwide terminals.
Registrar Agreement The Agreement between the Registrar to the Issue and the Issuer Company dated
January 18, 2018 in relation to the responsibilities and obligations of the Registrar to
the Issue pertaining to the Issue.
Registrar and Share Registrar and share transfer agents registered with SEBI and eligible to procure
Transfer Agents or RTAs Applications at the Designated RTA Locations in terms of circular no.
CIR/CFD/POLICYCELL/11/2015 dated November 10, 2015 issued by SEBI
Registrar to the Issue Cameo Corporate Services Limited
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Debock Sales and Marketing Limited
Term Description
Retail Individual Investors/ Applicants (including HUFs, in the name of Karta and Eligible NRIs) whose
RIIs Application Amount for Equity Shares in the Issue is not more than ````2,00,000/-
Revision Form The form used by the Applicants to modify the quantity of Equity Shares or the
Application Amount in any of their Application Forms or any previous Revision
Form(s), as applicable
Self Certified Syndicate Banks registered with SEBI, offering services in relation to ASBA, a list of which is
Banks or SCSB’s available on the website of SEBI at www.sebi.gov.in and updated from time to time and
at such other websites as may be prescribed by SEBI from time to time
Underwriter Gretex Corporate Services Private Limited
Underwriting Agreement The agreement dated February 01, 2018entered into between the Underwriter and our
Company.
Working Day(s) “Working Day” shall be all trading days of Stock Exchange, excluding Sundays and
bank holidays, as per the SEBI Circular SEBI/HO/CFD/DIL/CIR/P/2016/26 dated
January 21, 2016

Conventional and General Terms and Abbreviations

Term Description
A/c Account
ACS Associate Company Secretary
AGM Annual General Meeting
AIF(s) Alternative Investment Funds as defined in and registered with SEBI under SEBI
AIF Regulations
Air Act The Air (Prevention and Control of Pollution) Act, 1981
AS Accounting Standards as issued by the Institute of Chartered Accountants of India
ASBA Applications Supported by Blocked Amount
Authorised Dealers Authorised Dealers registered with RBI under the Foreign Exchange Management
(Foreign Currency Accounts) Regulations, 2000
AY Assessment Year
B. A. Bachelor of Arts
B.Com Bachelor of Commerce
Bn Billion
NSE The National Stock Exchange of India Limited
CAGR Compounded Annual Growth Rate
Category I Foreign Portfolio FPIs registered as Category I Foreign Portfolio Investors under the SEBI FPI
Investor(s) Regulations.
Category II Foreign Portfolio An FPI registered as a Category II Foreign Portfolio Investor under the SEBI FPI
Investor(s) Regulations
Category III Foreign Portfolio FPIs registered as category III FPIs under the SEBI FPI Regulations, which shall
Investor(s) include all other FPIs not eligible under category I and II foreign portfolio
investors, such as endowments, charitable societies, charitable trusts, foundations,
corporate bodies, trusts, individuals and family offices
CCI The Competition Commission of India
CDSL Central Depository Services (India) Limited
CFO Chief Financial Officer
CGST Central GST
CIN Corporate Identification Number
CIT Commissioner of Income Tax
COPRA The Consumer Protection Act, 1986
CST Central Sales Tax
Companies Act Companies Act, 1956 (without reference to the provisions thereof that have
ceased to have effect upon notification of the Notified Sections) and the
Companies Act, 2013, to the extent in force pursuant to the notification of the
Notified Sections, read with the rules, regulations, clarifications and
modifications thereunder
Companies Act 1956 Companies Act, 1956 (without reference to the provisions thereof that have
ceased to have effect upon notification of the Notified Sections)
Companies Act 2013 Companies Act, 2013, to the extent in force pursuant to the notification of the
Notified Sections, read with the rules, regulations, clarifications and
modifications thereunder
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Debock Sales and Marketing Limited
Term Description
Consolidated FDI Policy The current consolidated FDI Policy, effective from August 28, 2017, issued by
the Department of Industrial Policy and Promotion, Ministry of Commerce and
Industry, Government of India, and any modifications thereto or substitutions
thereof, issued from time to time
Contract Act The Indian Contract Act, 1872
CSR Corporate Social Responsibility
Depositories Act The Depositories Act, 1996
Depository A depository registered with the SEBI under the Securities and Exchange Board
of India (Depositories and Participants) Regulations, 1996
DIN Director Identification Number
DIPP Department of Industrial Policy and Promotion, Ministry of Commerce and
Industry, GoI
DP Depository Participant
DP ID Depository Participant’s identity number
DTC Direct Tax Code, 2013
ECS Electronic Clearing System
EGM Extraordinary General Meeting
Electricity Act The Electricity Act, 2003
EPA The Environment Protection Act, 1986
EPF Act The Employees’ Provident Funds and Miscellaneous Provisions Act, 1952
EPS Earnings per share
ER Act The Equal Remuneration Act, 1976
ESI Act The Employees’ State Insurance Act, 1948
FCNR Account Foreign Currency Non Resident (Bank) account established in accordance with
the FEMA
FDI Foreign direct investment
FEMA The Foreign Exchange Management Act, 1999 read with rules and regulations
there under
FEMA 2000 The Foreign Exchange Management (Transfer or Issue of Security by a Person
Resident Outside India) Regulations, 2000
FII(s) Foreign Institutional Investors as defined under SEBI FPI Regulations
Financial Year / Fiscal Year / FY The period of 12 months commencing on April 1 of the immediately preceding
calendar year and ending on March 31 of that particular calendar year
FIPB Foreign Investment Promotion Board
Foreign Portfolio Investor or FPIs A foreign portfolio investor, as defined under the SEBI FPI Regulations and
registered with SEBI under applicable laws in India.
FVCI Foreign Venture Capital Investors (as defined under the Securities and Exchange
Board of India (Foreign Venture Capital Investors) Regulations, 2000) registered
with SEBI
GAAP Generally Accepted Accounting Principles
GIR Number General Index Registry Number
GoI/Government Government of India
Gratuity Act The Payment of Gratuity Act, 1972
GST Act The Central Goods and Services Tax Act, 2017
Hazardous Wastes Rules Hazardous Wastes (Management, Handling and Trans boundary Movement)
Rules, 2008
ICAI The Institute of Chartered Accountants of India
ICSI The Institute of Company Secretaries of India
ID Act The Industrial Disputes Act, 1947
IDRA The Industrial (Development and Regulation) Act, 1951
IE Act The Indian Easements Act, 1882
IEM Industrial Entrepreneurs Memorandum
IFRS International Financial Reporting Standards
IFSC Indian Financial System Code
IGST Integrated GST
IT Act Income Tax Act, 1961
Indian GAAP Generally Accepted Accounting Principles in India
INR or Rupee or ```` or Rs. Indian Rupee, the official currency of the Republic of India
Insider Trading Regulations The Securities and Exchange Board of India (Prohibition of Insider Trading)
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Debock Sales and Marketing Limited
Term Description
Regulations, 2015, as amended.
IPO Initial Public Offering
ISIN International Securities Identification Number
KMP Key Managerial Personnel
Ltd. Limited
Maternity Benefit Act Maternity Benefit Act, 1961
M. A Master of Arts
M.B.A Master of Business Administration
MCA The Ministry of Corporate Affairs, GoI
M. Com Master of Commerce
MCI Ministry of Commerce and Industry, GoI
MSME Micro, Small and Medium Enterprise
MWA Minimum Wages Act, 1948
Mn Million
MoEF Ministry of Environment and Forests
MoF Ministry of Finance, Government of India
MOU Memorandum of Understanding
Mutual Funds Mutual funds registered with the SEBI under the Securities and Exchange Board
of India (Mutual Funds) Regulations, 1996
NA Not Applicable
NAV Net asset value
NI Act The Negotiable Instruments Act, 1881
No. Number
Noise Regulation Rules The Noise Pollution (Regulation & Control) Rules 2000
Notified Sections The sections of the Companies Act, 2013 that have been notified by the MCA and
are currently in effect
NPV Net Present Value
NR/ Non-resident A person resident outside India, as defined under the FEMA and includes a Non-
resident Indian
NRE Account Non-Resident External Account established and operated in accordance with the
FEMA
NRIs Non Resident Indians
NRO Account Non-Resident Ordinary Account established and operated in accordance with the
FEMA
NSDL National Securities Depository Limited
OCB Overseas Corporate Bodies
p.a. per annum
Pcs Pieces
P/E Ratio Price/Earnings Ratio
PAN Permanent account number
PAT Profit after Tax
PIL Public Interest Litigation
POB Act Payment of Bonus Act, 1965
PPP Public Private Partnership
Public Liability Act/PLI Act The Public Liability Insurance Act, 1991
Pvt./(P) Private
PWD Public Works Department of state governments
QFI(s) Qualified Foreign Investor(s) as defined under the SEBI FPI Regulations
QIC Quarterly Income Certificate
RBI The Reserve Bank of India
R&D Research & Development
Registration Act The Indian Registration Act, 1908
RoC or Registrar of Companies The Registrar of Companies, Rajasthan/Jaipur
ROE Return on Equity
RONW Return on Net Worth
RTGS Real Time Gross Settlement
Rule 144A Rule 144A under the U.S. Securities Act, 1933
SCRA Securities Contracts (Regulation) Act, 1956, as amended from time to time
SCRR Securities Contracts (Regulation) Rules, 1957, as amended from time to time.
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Debock Sales and Marketing Limited
Term Description
SEBI The Securities and Exchange Board of India constituted under the SEBI Act
SEBI (ICDR) Regulations The Securities and Exchange Board of India (Issue of Capital and Disclosure
Requirements) Regulations, 2009, as amended, including instructions and
clarifications issued by SEBI from time to time
SEBI (LODR) Regulations Securities and Exchange Board of India (Listing Obligations and Disclosure
Requirements) Regulations, 2015, as amended, including instructions and
clarifications issued by SEBI from time to time
SEBI Act The Securities and Exchange Board of India Act, 1992
SEBI AIF Regulations Securities and Exchange Board of India (Alternate Investment Funds)
Regulations, 2012
SEBI FPI Regulations Securities and Exchange Board of India (Foreign Portfolio Investors)
Regulations, 2014
SEBI FVCI Regulations Securities and Exchange Board of India (Foreign Venture Capital Investors)
Regulations, 2000
Sec. Section
SGST State GST
SHWW/SHWW Act The Sexual Harassment of Women at Workplace (Prevention, Prohibition and
Redressal) Act, 2013
SICA Sick Industrial Companies (Special Provisions) Act, 1985
SME Small and Medium Enterprise
STT Securities Transaction Tax
SEBI Takeover Regulations The Securities and Exchange Board of India (Substantial Acquisition of Shares
and Takeovers) Regulations, 2011, as amended from time to time.
The Rajasthan Shops Act The RajasthanShops and Establishments Act, 1958
The Stamp Act The Rajasthan Stamp Act, 1998
TM Act The Trademarks Act, 1999
U.S. GAAP Generally Accepted Accounting Principles in the United States of America
U.S. Securities Act The United States Securities Act, 1933
US$ or USD or US Dollars United States Dollar, the official currency of the United States of America
USA or U.S. or US United States of America
VAT Value Added Tax
Wages Act Payment of Wages Act, 1936
Water Act The Water (Prevention and Control of Pollution) Act, 1974
WCA The Workmen’s Compensation Act, 1923

Technical / Industry Related Terms

Term Description
CPI Consumer Price Index
FSSA The Food Safety and Standards Act, 2006
Food Authority Food Safety and Standards Authority of India
FSSR Food Safety and Standards Rules, 2011
RE The Renewable Energy
RPO Renewable Purchase Obligation
Tourism Policy National Tourism Policy, 2002
Tourist Trade Act The Tourist Trade Act
PFA The Prevention of Food Adulteration Act, 1954
PFA Rules The Prevention of Food Adulteration Rules, 1955
PMGKY Pradhan Mantri Garib Kalyan Yojana, 2016
ERP Enterprise resource planning
FCNR Foreign Currency Non-Resident
FDI Foreign Direct Investment
GDP Gross Domestic Product
GVA Gross Value Addition
IMF International Monetary Fund
WPI Wholesale Price Index
NIFTY National Stock Exchange Sensitive Index
SENSEX Bombay Stock Exchange Sensitive Index

8