Asian Wealth Magazine Spring 2014 issue by Media 36

THE LUXURY BUSINESS MAGAZINE FOR ASIAN ENTREPRENEURS

Vol. 3

Issue 2

Spring 2014

Tasmin luciaKhan UPWARDLY MOBILE

Gamucci STEPPING OUT FROM THE SMOKESCREEN

Illy Jaffar A GLASS HALF FULL

Also in this issue

My business: Sipra Deb

10 of the best ad campaigns Perfect your business swagger O Build a successful brand O Leap over 21st century barriers O O

THE ASIAN AWARDS ISSUE £4.99

A s i a n We a l t h M a g . c o . u k

Contacts THE LUXURY BUSINESS MAGAZINE FOR ASIAN ENTREPRENEURS

Vol. 3

Issue 2

PUBLISHER Kalpesh Patel kp@media-36.com

Spring 2014

EDITOR Jo Shorthouse jo@media-36.com

Tasmin luciaKhan UPWARDLY MOBILE

Gamucci STEPPING OUT FROM THE SMOKESCREEN

Design & Art Direction Christine Sullivan

Illy Jaffar A GLASS HALF FULL

Photography Sanjay Jogia Phil Bourne

Also in this issue

My business: Sipra Deb

O O O O

10 of the best ad campaigns Perfect your business swagger Build a successful brand Leap over 21st century barriers

THE ASIAN AWARDS ISSUE ÂŁ4.99

AW_Cover_Spring14.indd 1

26/03/2014 10:19

Cover Tasmin Lucia-Khan Photography Eyejogia.com Makeup and Hair Lubna Rafiq Academy

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ÂŠ Asian Wealth Media Ltd Suite 4B, 43 Berkeley Square Mayfair, London W1J 5FJ United Kingdom ISSN 2051-9230

Digital Marketing Manager Nemash Patel Editorial Contributors Pinky Lilani Melissa Stewart Shaz Memon Nima Suchak Beth Holmes Andrew Stone Zeeshaan Shah Rajeev Sharma Pinnacle Advisory Services The Sethi Partnership Varun Sharma Ellie Parsons Advertising Abby Ghafoor ag@media-36.com T: +44 (0)7748 983 331 Ash Krishnan ak@media-36.com T: +44 (0)7852 415 625 Office Support Team Beenta Patel Hema Patel www.AsianWealthMag.co.uk for all enquiries, please contact +44 (0)20 8406 8992 or email info@media-36.com AWM â&#x20AC;&#x201C; Official Publication for:

All Rights Reserved No copy without the written consent of the publishers first given, can be lent, resold, hired out or otherwise disposed of in a mutilated condtion or in any unauthorised cover, by way of trade, or affixed to or as any part of a publication or advertising, literary or pictorial matter whatsoever. Asian Wealth Media publications are fully protected by copyright and nothing may be printed wholly or in part without permission. Every possible effort has been made to ensure the information contained in this publication is accurate at the time of going to press and neither the publishers nor any of the authors, editors, contributors or advertisers can accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editors, authors, the publisher or any of the contributors or sponsors.

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Editorâ&#x20AC;&#x2122;sLetter

How would you want to be remembered? IN Â THE Â PAST Â MONTH Â WEâ&#x20AC;&#x2122;VE Â SEEN Â THE Â PASSING Â of Â two Â high Â SURÂ¿ OH SXEOLF Â¿ JXUHV Â±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Â± DQG WKH DFFRPSDQ\LQJ ZHDOWK WKDW FRPHV ZLWK LW Â± LV ZKDW D ORW RI XV VWULYH IRU QRW MXVW WR OLYH D OLIH RI FRPIRUW RU OX[XU\ ZKHQ ZHÂ¶UH DOLYH EXW DOVR WR OHDYH D VHFXUH OHJDF\ IRU RXU FKLOGUHQ %XW ZKDW DERXW WKH OHJDF\ RI PHPRU\" 0DQ\ RI XV ZRUN ORQJ KRXUV WUDYHO ORQJ GLVWDQFHV DQG VSHQG SHUVRQDO WLPH VRFLDOLVLQJ ZLWK FOLHQWV 7LPH ZLWK ORYHG RQHV FDQ VRPHWLPHV FRPH VHFRQG WR VHFXULQJ WKH QH[W GHDO RU FRQWUDFW 1RW ZLOOLQJO\ ,Â¶P VXUH QRERG\ ZRXOG SXW WKHLU KDQGV XS DQG DJUHH WKDW WKH\Â¶G SUHIHU WR VHQG WLPH ZLWK FXVWRPHUV WKDQ FRXVLQV %XW WKH IDFW LV WKDW WRGD\Â¶V EXVLQHVV ODQGVFDSH LV JOREDO DQG ZRUNV WR D KRXU FORFN DQG VR PXVW ZH 7KH HQWUHSUHQHXUÂ¶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Â¶UH JRQH 0RUH VR WKDQ H[SHQVLYH SUHVHQWV DQG WKH ODWHVW IDVKLRQV :H DUH MXVW SDUW RI D SDVVLQJ JHQHUDWLRQ SRHWLFDOO\ SXW E\ RQH RI RXU VXSSRUWHUV WKH ZDWFK EUDQG 3DWHN 3KLOLSSH LQ LWV DGYHUWLVLQJ FDPSDLJQ Â³<RX QHYHU DFWXDOO\ RZQ D 3DWHN 3KLOLSSH <RX PHUHO\ ORRN DIWHU LW IRU WKH QH[W JHQHUDWLRQ Â´ $IWHU DOO \RX FDQÂ¶W WDNH LW ZLWK \RX

Editor of Asian Wealth Magazine

A s i a n We a l t h M a g . c o . u k

Ahead of the curve 80 Sport Yacht

CMY

Sunseeker London 36 Davies Street, Mayfair, London W1K 4NF Telephone +44 (0) 20 7493 3441

www.sunseekerlondon.com Luxury motor yachts from 40ft to 155ft

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London A s i a n We a l t h M a g . c o . u k

Contents 10 10 Glass half full ,OO\ -DIIDU KHDG RI EUDQG DGYRFDF\ DW 3HUQRG 5LFDUG WHOOV AWM DERXW KLV H[KLODUDWLQJ FDUHHU LQ PXVLF GULQNV Â DQG 35 DQG KRZ KH LV VSUHDGLQJ WKH &KLYDV ORYH 16 Brains, beauty and building global empires 7DVPLQ /XFLD .KDQ LV D UHFRJQLVDEOH IDFH RQ %ULWLVK 79 EXW WKLV 2[IRUG HGXFDWHG EHDXW\ LV DOVR D WHFK VDYY\ EXVLQHVVZRPDQ DW WKH FHQWUH RI GLJLWDO DGYHUWLVLQJ WHFKQRORJ\ 24 The web game 7KH ZRUOG RI PRELOH DSSV LV Â¿OOHG Â ZLWK LQWULJXLQJ DYHQXHV IRU DFFHVVLQJ XQLTXH LQIRUPDWLRQ DQG VHUYLFHV WR LQWHJUDWH LQWR \RXU SHUVRQDO DQG Â SURIHVVLRQDO OLIH 6KD] 0HPRQ Â WDNHV D ORRN DW KRZ WR EXLOG \RXU Â RZQ LGHD

27 Publisherâ&#x20AC;&#x2122;s diary

39 Business NEWS

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44 A lawyer for all seasons *6& 6ROLFLWRUV DGYLVHV PDQ\ KLJK QHW ZRUWK $VLDQ LQGLYLGXDOV DQG EXVLQHVVHV 6HQLRU SDUWQHU 6DOHHP 6KHLNK WHOOV AWM KRZ OHJDO LVVXHV KDYH FKDQJHG LQ WKH \HDUV VLQFH KHÂ¶V EHHQ LQ WKH EXVLQHVV 49 Wonder Women! 1HZ FROXPQLVW 3LQN\ /LODQL KDV \HDUV RI H[SHULHQFH UXQQLQJ KHU 6SLFH 0DJLF EXVLQHVV DV ZHOO DV FKDPSLRQLQJ $VLDQ ZRPHQ LQ EXVLQHVV 6KH GLVFXVVHV WKH UROH PRGHOV ZH VKRXOG DOO EH DZDUH RI

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VOL 3 ISSUE 2

49 51 Health or wealth? 5DMHHY 6KDUPD WKH QHZ SUHVLGHQW RI WKH ERDUG RI GLUHFWRUV DW 7L( 8. GLVFXVVHV WKH SDUDGLJP EHWZHHQ KHDOWK DQG ZHDOWK IRU WKH HQWUHSUHQHXU 54 How to avoid the moneypit :KHQ EX\LQJ D KRXVH LW LV LPSHUDWLYH WR EH DZDUH RI WKH GLIIHUHQW W\SHV RI VXUYH\ DYDLODEOH DQG ZKDW NLQG RI DVVXUDQFHV WKH\ FDQ RIIHU WKH EX\HU 59 Oxfam raising awareness in Asia $VLDQ $ZDUGV FKDULW\ SDUWQHU 2[IDP ZRUNV WLUHOHVVO\ LQ $VLD WR JHW RQH VWHS FORVHU WR LWV GUHDP RI HUDGLFDWLQJ SRY HUW\ IRU JRRG 60 Play time has just begun )DPLO\ WUDJHG\ FDWDO\VHG WKH Â HQWUHSUHQHXULDO GUHDPV RI 6LSUD 'HE Â DQG DV D UHVXOW KHU EXVLQHVV 7KH 3OD\

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60 $UHQD FRQWLQXHV WR EULQJ IDPLOLHV WRJHWKHU 63 Whatâ&#x20AC;&#x2122;s in a name? :HOO LW WXUQV RXW TXLWH D ORW %XW WKHUH Â LV PRUH WKDQ MXVW D FDWFK\ SOD\ RQ Â ZRUGV WR EXLOGLQJ DQ HIIHFWLYH DQG Â UHFRJQLVDEOH EUDQG 68 Rising smoke 3LRQHHUV RI HOHFWURQLF FLJDUHWWHV 7D] DQG 8PHU 6KHLNK KDYH SDYHG WKH ZD\ IRU WKH QRZ ERRPLQJ VHFWRU AWM Â PHHWV WKH EURWKHUV ZKR DUH QRW UHDG\ WR H[KDOH \HW 74 Advertising is dead? Long live advertising! 2QH PLJKW EH IRUJLYHQ IRU EHOLHYLQJ Â WKDW WKH RQO\ ZD\ WR JHW \RXU Â EUDQG WKH FRYHUDJH LW GHVHUYHV LV WKURXJK RQOLQH PHGLXPV +RZHYHU Â WUDGLWLRQDO DGYHUWLVLQJ VWLOO KDV VRPH

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Nima Suchak meets Illy Jaffar, head of brand advocacy at Pernod Ricard, and finds out how his exhilarating career in music, drinks and PR has equipped him to spread the Chivas love. Photographs Â by Â Eyejogia.com On Â location Â at Â Meridian Â West Â London

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Meridian West London 535 Kings Road, London, SW10 0SZ meridian-westlondon.com A s i a n We a l t h M a g . c o . u k

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People are a big part of what I do. Finding and creating collaborations is really important to me, and I work with some great partners.

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b BRAINS, BEAUTY AND BUILDING GLOBAL EMPIRES

Tasmin Lucia-Khan is a recognisable face on British TV but this Oxford-educated beauty is also a tech-savvy businesswoman at the centre of digital advertising

technology. She tells Ellie Parsons how a student trip to Silicon Valley led to her current business AdMaxim, and why mobile is the next revolution for consumer content. Photographs by Eyejogia.com On location at Sanctum Soho Hotel

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I was totally gripped by the experience. Dealing with live callers... interviewing correspondents who were at the scene.

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HIGH JEWELLERY COLLECTION

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Behind the scenes I was this invisible entrepreneur

still looking at business ideas, innovation, investment opportunities and build-

ing a network of contacts.

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S O YO U WA N T TO C R E AT E A MOBILE APP . . . The world of mobile apps is filled with intriguing avenues for accessing unique information, services, and one-of-a-kind compilations of just about everything you might ever want to know, use or integrate into your personal and professional life. Shaz Memon takes a looks at the main considerations when building your own idea.

ood apps offer solutions to problems, broker brands, and engage users. Great apps provide unique solutions to industry- or user-specific problems, push brands into iconic realms, and produce a symbiotic, interactive experience for users. Developing an app tied to your business or area of expertise which addresses oft-discussed, but never acted upon problems or dilemmas you or your clients and customers face can elevate your branding to literal cuttingedge status. To ensure your app idea fulfils a sharply defined need, follow a few simple steps. Determine if your app is exclusive or unique. Great minds think alike and in the enormously creative ocean of apps it is highly unlikely that your idea has never popped into anyone else’s head before. Researching your app is

important and will reveal if your app idea (as you envision it) already exists or if other apps exist but are not as comprehensive or as well integrated as yours. From this point, and using the information you have gathered, you may either re-think your app idea or proceed with developing it. Since your app should solve a user problem, you will also need to consider the key words and phrases that potential users would enter to search for your app. Additionally, you will want to utilise some of the available online resources that reveal user feedback on existing apps that resemble or are within your app idea’s range. User feedback and existing apps that cover one or more of your app idea’s functions or target-user can be invaluable in exposing weaknesses in those existing apps, allowing you to strengthen your own app. Even if

you discover this type of information following your app’s launch, you can implement it, along with user feedback, for future versions. Create a prototype of your app. Whether you pursue developing your app on your own or with the support and guidance of a professional designer, using the services of an experienced animator to create an app prototype is vital. This prototype will be an interactive video that produces a demonstration of your app’s functionalities. It can be used as part of an investor pitch package, an operational trouble-shooting tool, and as a concept testing module. Testing your concept is essential. Before investing further time and capital in your app, you need to gain some real-time, live feedback from your target audience. Armed with your prototype app, contact representative individuals – personally whenever

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Marketing

possible – and note their questions, concerns, and compliments. If personal access is unavailable, consider opening your prototype to feedback via social media avenues using a survey approach. Small gratuities, such as gift cards from well-known retailers (Amazon, Starbucks, etc), can also

and establish a new plateau of user interaction. To kickstart that potential, keep a few things in mind: O Identify the problem you are solving with your app. O Research your app to determine if it is unique. O Create an app prototype for trouble-

free, purchased, or an extension of your brand marketing. If it is going to be a free app, would you want to make money from it through advertisers? If a purchased app, what makes it worth buying? If being used to strengthen and add value to your brand, will it accomplish that goal?

“TESTING YOUR CONCEPT IS ESSENTIAL. YOU NEED TO GAIN SOME REAL-TIME, LIVE FEEDBACK FROM YOUR TARGET AUDIENCE.” provide incentive for more in-depth feedback. Concept testing is the fine-tuning that can turn your app from good to great. Remember: Your target users will always think of something you missed or could add, so be prepared and open to re-designs. Your app idea may break the mould

A s i a n We a l t h M a g . c o . u k

shooting and concept testing. O Test your app’s concept by obtaining

Striking out into the app realm can be exciting and taking this journey

target user feedback. O Be prepared to re-design throughout

with the support of a professional designer can ensure that the excite-

development. O Utilise the skills and expertise of professional animators and designers. Finally, consider if your app will be

ment holds true throughout your experience – and can be the key to a successful launch.

digimax.co.uk

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A very modern

misfortune If you started a business in the 1960s, 1970s or 1980s the barriers to entry and growth would have been very different to what businesses, especially SMEs face today. Beth Holmes takes a look at the very specific 21st century issues that keep businesses jumping through hoops.

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In Business

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

Regulation increases the burden for small businesses plus the expense

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ALL AIRCRAFT OFFERED BY NETJETS ® EUROPE ARE MANAGED AND OPERATED BY NETJETS TRANSPORTES AÉREOS S.A., AN EU AIR CARRIER. NETJETS IS A REGISTERED SERVICE MARK. NETJETS INC. IS A BERKSHIRE HATHAWAY COMPANY. © 2014 NETJETS INC. ALL RIGHTS RESERVED. EMAILS SENT TO THIS ADDRESS WILL BE VIEWED BY NETJETS AND ASIAN WEALTH MAGAZINE FOR THE PURPOSES OF MONITORING REFERRALS.

Tr u s t c a n n o t b e b o u g h t ,

BUT IT CAN BE EARNED.

Relying on the integrity of another is something that evolves over time – when there’s a good reason to in the first place. That’s what only the highest investment in safety and the reputable backing of Berkshire Hathaway can do for you.

f o r b u s i n e s s , f o r f a m i l y, f o r l i f e

F I N D36 O U T W H AT C O R N E R S W E D O N O T C U T, E V E R / + 4 4 ( 0 ) 2 0 3 5 5 3 5 4 7 2 / A S I A N W E A LT A sHi a@nN WEe TJ a lEt hT SMEaUgR. cOoP. E u k. C O M

Fortune Footsteps

PHOTOGRAPH: FAHAD SHAH

NE INVESTMENTS is a developer and master agent of investment property both in the UK and internationally. The development side of our business is predominantly UK based; however, our investors have a keen appetite to invest internationally when there are healthy returns to be made. On an international front our role is to find the latest emerging market, carry out due-diligence processes and forge partnerships with the relevant industry leaders. Within our international portfolio we have an array of opportunities from oil workers housing projects in the US oil boom state of North Dakota to luxury hotel apartments in downtown Dubai. In 2014 my focus is to grow our UK-based operations both in London and the prime regional markets. For a relatively young company like ours, it has been difficult to make a dominant mark in the London property market, and thus we had to turn elsewhere. We have carved out a niche for ourselves selling over 350 buy-to-let properties in the UK’s prime regional cities (Birmingham, Manchester, and Liverpool) through private investor events in Singapore and Hong Kong. Although investors in Asia have traditionally been interested in London, through the education of organisations like One Investments, they are beginning to recognise the opportunities the rest of the UK presents in terms of superior yields and growth opportunity. Not only do buy-to-let property investments in a city like Birmingham or Manchester yield almost double a like-for-like property in London but over the next five years almost all experts are in consensus that they will also outpace London in terms of capital growth. I’m not denying the strength of London, the security it offers as a global capital is unrivalled. Indeed, our flagship development of 2014 is a 131-room hotel in North Greenwich on which we will be breaking ground in July. However, shrewd investors will make strong gains outside of London as well in the coming years. In 2013 I was a candidate on BBC’s The Apprentice. It was always something I wanted to do and with close

A s i a n We a l t h M a g . c o . u k

FORTUNE footsteps

Zeeshaan Shah is CEO of One Investments, a property development and investment company. In the next few months, he will be keeping AWM readers updated on the successes, priorities and challenges for his business in the regular Fortune Footsteps column.

friends and family pushing me I finally applied in 2012. I was 26 years old, business was going well and it seemed like the perfect time. I am a great believer in making the most of life in all areas, and as someone with a relatively well-established business my interest in The Apprentice was to experience being part of the world’s most popular business show, something money can’t buy. I thoroughly enjoyed every minute of the experience from the filming and time spent with fellow candidates to the airing of the show and the media frenzy that surrounds it. On a development front it was a great learning curve for me and I learned a lot about myself, my strengths and my weaknesses. I believe the biggest lesson I learned was that you have two ears and one mouth for a reason, listen more!

oneinvestments.co.uk

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A s i a n We a l t h M a g . c o . u k

BUSINESS news T O D AY ' S N E W S F O R T O M O R R O W ' S B U S I N E S S

“BREATH-TAKING” LEVEL OF MIGRANT ENTREPRENEURS REVEALED Migrant entrepreneurs are behind one in seven British businesses, they are twice as entrepreneurial as British-born citizens of the same working age, they are on average much younger than British entrepreneurs and Indian migrants are among the most successful of this group. This is according to a new report, released by DueDil and the Centre for Entrepreneurs, which found that almost half a million people from 155 countries have settled in the UK and launched businesses. Among the SME segment, migrant-founded companies are responsible for creating 14% of all jobs. Migrants from India and Pakistan were among the top migrant entrepreneurs, with 32,593 and 16,617 company founders respectively. In fact, India was only beaten to the top spot by Irish migrants. Matt Smith, director of the Centre for Entrepreneurs, said: “The contribution of migrant entrepreneurs is, to be frank, breath-taking. Presented with such irrefutable evidence, it is now the responsibility of politicians of all parties to celebrate migrant entrepreneurs’ contributions and restate their commitment to maintaining pro-entrepreneurship immigration policies.” The survey found that 50% of those asked

“The contribution of migrant entrepreneurs is, to be frank, breathtaking. Presented with such irrefutable evidence, it is now the responsibility of politicians of all parties to celebrate migrant entrepreneurs’ contributions”

believe that the UK government is doing the right amount or should do more to attract new migrant entrepreneurs to the UK, versus 28% who believe that the government should do less. Entrepreneurial activity amongst the migrant community was found to be nearly double that of UK-born individuals, with 17.2% having launched their own businesses, compared to 10.4% of those born here. They are also, on average, eight years younger than indigenous entrepreneurs at 44.3 years old, compared to 52.1. Unsurprisingly, London was found to be the city with most migrant entrepreneurs. It benefits disproportionately from this group, with 20 times the number of migrant-led businesses (188,000) than Birmingham.

HAATHEE FOUNDERS AWARDED BY PUBLIC LIFE AWARDS

IMAGE: ASIAN VOICE

AWM cover stars Sunny Patel and Meraj Alam were honoured with the Entrepreneur of the Year award at the recent Asian Voice Political and Public Life Awards. The ceremony, held at the House of Commons, celebrates those people that have made a significant contribution in both public and politic domains, irrespective of race or ethnicity. Other winners on the night included X Factor winner Sam Bailey who won the Breakthrough Woman of the Year award, owner of Bobby Restaurant Dharmesh Lakhani was awarded for Innovation of the Year, and Vivek Chadha, director of the S&J Group, was the recipient of the Young Entrepreneur of the Year prize.

A s i a n We a l t h M a g . c o . u k

BUSINESS news INDIAN BANKS IN UK FACE REGULATORY SHAKEUP Indian banks in Britain may face new hurdles to doing business under proposals for a shake-up of the way foreign lenders are regulated. The Bank of England’s Prudential Regulation Authority has proposed new rules which could mean nonUK banks may be forced to overhaul their legal structure. The new scheme would make it much harder for foreign lenders to offer customer banking through branches rather than subsidiaries. The PRA has a clear framework for all types of firms it supervises, which takes into account the different legal requirements for branches and subsidiaries. For branches from outside the European Economic Area (EEA), this framework focuses on two main tests: whether the supervision of the firm in its home state is equivalent to that of the PRA; and whether the PRA has assurance from the home supervisor over the

INDIAN ANGELS SWOOP TO UK SHORES

he Indian Angel Network (IAN), Asia’s largest angel network of over 250 investors comprising a who’s who of successful entrepreneurs and CEOs, is about to make its first investment in a UK company. The successful London-based company, SwiftShift, has invented a software solution that allows companies to quickly fill short notice shifts using their own staff through SMS, email, and mobile technology. The announcement, which is

firm’s resolution plan in a way that reduces the impact on financial stability in the UK. In line with these tests, the PRA will determine whether the firm undertakes any critical economic functions in the UK. Depending on what these are, and their potential impact on UK financial stability, the PRA will make a judgement about whether it is content for the firm to operate as a branch in the UK. Andrew Bailey, CEO of the PRA, said: “The UK is one of the most open places for banks to operate in the world and we want that to continue. This document sets out our approach to supervising international banks, particularly branches from outside the EEA. It is important that we get the right balance between maintaining our place as an open financial market while delivering our statutory objective of promoting safety and soundness in the firms we supervise. This is crucial for the stability of the UK financial system.”

subject to due diligence, follows a reception for the IAN investor group at Number 10 attended by the Prime Minister David Cameron, and Business Secretary Vince Cable. In November 2013, the Prime Minister met the IAN Network in India where they agreed to set up a UK base to invest in British start-ups. Minister for Government Policy Oliver Letwin said: “There is a wealth of British talent and potential that needs the right investment and bringing the Indian Angel Network to this country forms part of our efforts to ease access to finance for

“There is a wealth of British talent and potential that needs the right investment and bringing the Indian Angel Network to WKLV FRXQWU\ IRUPV SDUW RI RXU H֕ RUWV WR HDVH DFFHVV WR À QDQFH for startups and attract foreign capital.”

start ups and attract foreign capital.” Indian firms are now the fifth largest investors in the UK and more than 50% of Indian investment into Europe goes to the UK. The IAN has already invested in start ups in countries including the USA, Canada, France, Hong Kong, Singapore, Sri Lanka and India. The IAN invests in start ups and early stage ventures, has an investor base of over 250 angels from India and 10 other countries around the world. The audit and tax advisory firm KPMG also announced that it is supporting this initiative by becoming a corporate partner for the IAN network, which will see them provide support services for the IAN in the UK.

A s i a n We a l t h M a g . c o . u k

BOOHOO GOES PUBLIC Shares in the online fashion retailer Boohoo.com jumped by more than 50% on the first day of trading on London’s alternative investment market (AIM) on 14th March. The shares first started at 70% above the offer price of 50p each before easing slightly. The company is now valued at approximately £870m. The company, which has found a niche selling ownbrand fashion and accessories to the teen and young adult market, is majority owned (82%) by the Kamani family. It was started by Mahmud Kamani, pictured, and Carol Kane in 2006. Last month, rival online retailer ASOS lost its director Peter Williams to Boohoo.com. He will now become chairman of the ‘e-tailer’ as it navigates its place as a public company.

WEALTH GAP WIDENS IN BRITAIN A report from the charity Oxfam has shown that the five richest families in Britain, of which the Hinduja family – worth an estimated £6bn is one, have more wealth put together than the poorest 20% of the population. Oxfam is using the data to lobby the Chancellor George Osborne to make it more difficult for tax avoidance. Oxfam’s figures show that over the past two decades the wealthiest 0.1% have seen their income grow nearly four times faster than the poorest 90% of the population. In real terms, that means the wealthy have seen their income grow by £24,000 a year, while the bottom 90% of Britons’ incomes have gone up by only a few pounds a week.

The British Chambers of Commerce has upgraded its UK GDP growth forecasts for the next two years – from 2.7% to 2.8% in 2014 (a pre-recession peak) and from 2.4% to 2.5% in 2015. John Longworth, BCC director general, says that the economy is “gaining momentum” and pays tribute to businesses across the UK that have fought hard to grow and create jobs. However, he also warns that major issues remain as the economy still faces longterm challenges despite recent progress. 7KH À UVW LQFUHDVH LQ 8. LQWHUHVW rates expected in Q3 2015 to 0.75%, the organisation says, while predicting that wage growth will exceed LQÁ DWLRQ IURP mid-2014.

A s i a n We a l t h M a g . c o . u k

QUOTES anecdotes Q Life is pretty simple: <RX GR VRPH VWX֕ Most fails. Some works. You do more of what works. If it works big, others quickly copy it. Then you do something else. The trick is the doing something else. Leonardo da Vinci

Q I’M NOT A BUSINESSMAN. I’M A BUSINESS, MAN. Jay-Z

Q Don’t pray for an easy life, Pray for the strength to HQGXUH D GL֖ FXOW RQH Bruce Lee

Q I FAILED IN SOME SUBJECTS AND EXAMS, BUT MY FRIEND PASSED IN ALL. NOW HE IS AN ENGINEER IN MICROSOFT AND I AM THE OWNER OF MICROSOFT. Bill Gates

OVER 30 MILLION CHILDREN IN SOUTH ASIA DO NOT GO TO SCHOOL. MOST OF THEM ARE GIRLS.

Education is a priority for The British Asian Trust. We help poor children, especially girls, go to school. We do that by investing in local charities — like Educate Girls in Rajasthan, India — that are making the greatest impact on poverty in South Asia.

Our unique approach aims to encourage philanthropy amongst the British Asian community by:

Since 2008, Educate Girls has touched the lives of more than 37,000 girls. Through our portfolio of high-impact charities like Educate Girls, the Trust has reached out to more than 350,000 people in Bangladesh, India, Pakistan and Sri Lanka.

s 3HOWCASING GRASSROOTS CHARITIES THAT do not have adequate visibility in the UK

Founded by British Asian business leaders at the suggestion of HRH The Prince of Wales, the Trust promotes effective giving that creates lasting change in South Asia.

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A s i a n We a l t h M a g . c o . u k

â&#x20AC;Ś..BECAME Â POPULAR Â IN Â THE Â MOVIE Â JERRY Â MAGUIRE Â BACK Â IN Â 1996. Â A Â football Â player Â was Â pushing Â his Â agent Â to Â negotiate Â a Â better Â contract Â by Â saying Â repeatedly, Â â&#x20AC;&#x153;Show Â me Â the Â money!â&#x20AC;? Â Today, Â people Â use Â the Â phrase Â when Â they Â want Â evidence Â that Â something Â is Â worth Â the Â asking Â price. Â So Â what Â is Â your Â business Â worth? Â The Â answer Â is Â quite Â simple; Â your Â business Â is Â worth Â what Â somebody Â is Â willing Â to Â pay Â for Â it. Recently Â Facebook Â bought Â Whatsapp Â in Â a Â deal Â worth Â a Â total Â of Â $19bn Â (ÂŁ11.4bn) Â in Â cash Â and Â shares. Â Why Â such Â a Â hefty Â price? Â Well, Â Facebook Â saw Â that Â What-Â sapp Â had Â managed Â to Â do Â what Â Facebook Â hadnâ&#x20AC;&#x2122;t. Â It Â employs Â a Â subscription-Âbased Â revenue Â model. Â There Â is Â also Â a Â zero-Â advertising Â commitment Â and, Â presum-Â ably, Â no Â commercial Â exploitation Â of Â user Â data. Â This Â acquisition Â could Â help Â Facebook Â understand Â how Â to Â success-Â fully Â execute Â a Â business Â model Â that Â could Â replace Â its Â own. Â Only Â time Â will Â tell Â if Â they Â got Â the Â valuation Â right. Â If Â you Â donâ&#x20AC;&#x2122;t Â create Â the Â alternative Â or Â bring Â innovation Â to Â your Â business Â model, Â others Â will Â disrupt Â it. Here Â are Â some Â key Â points Â to Â cover Â when Â valuing Â your Â business: The valuation techniques. In Â terms Â of Â techniques Â investors Â use Â to Â value Â your Â business, Â investors Â will Â study Â things Â like: O UHYHQXH FDVK Ă&#x20AC; RZ RU QHW LQFRPH PXOWLSOHV IURP UHFHQW Âż QDQFLQJV LQ \RXU industry Â O UHYHQXH FDVK Ă&#x20AC; RZ RU QHW LQFRPH multiples Â from Â recent Â M&A Â transactions Â in Â your Â industry O D GLVFRXQWHG FDVK Ă&#x20AC; RZ DQDO\VLV RI IRUH FDVWHG FDVK Ă&#x20AC; RZV IURP \RXU EXVLQHVV These Â multiple Â ranges Â can Â be Â very Â wide, Â and Â vary Â substantially, Â within Â and Â between Â industries. Â Forecasted Â earnings Â growth Â is Â typically Â the Â number Â one Â driver Â of Â your Â valuation. Â If Â there Â are Â no Â earnings Â yet, Â with Â your Â EXVLQHVV SORXJKLQJ SURÂż WV LQWR ORQJ WHUP growth, Â then Â revenue Â multiples Â or Â some Â

A s i a n We a l t h M a g . c o . u k

â&#x20AC;&#x153;Show ME THE

money!â&#x20AC;? other Â metric Â would Â be Â used. Â Revenue Â multiples Â can Â be Â from Â the Â 0.5x-Â1x Â range Â to Â 1x-Â3x Â range, Â and Â in Â extreme Â scenarios, Â FDQ JHW DV KLJK DV [ IRU KLJK Ă&#x20AC; \LQJ businesses Â with Â explosive Â growth. If Â there Â are Â no Â revenues Â for Â your Â business, Â raising Â funds Â for Â your Â business, Â DW DQ\ YDOXDWLRQ ZLOO EH YHU\ GLIÂż FXOW Investors Â need Â some Â initial Â proof Â of Â concept Â to Â get Â their Â attention. Supply and demand. The Â scarcer Â the Â supply, Â the Â higher Â the Â demand. Â Multiple Â interested Â investors Â competing Â for Â the Â deal Â can Â drive Â up Â the Â valuation Â of Â your Â business. Â Perceived Â demand Â can Â also Â work Â in Â the Â same Â way Â by Â ensuring Â your Â business Â will Â be Â perceived Â as Â new Â and Â unique Â to Â maximize Â your Â valuation. Research your industry. Each Â industry Â typically Â has Â its Â unique Â valuation Â methodologies. Â Before Â you Â put Â a Â valu-Â ation Â on Â your Â business, Â make Â sure Â you Â have Â studied Â the Â valuations Â achieved Â in Â UHFHQW Âż QDQFLQJV RU 0 $ WUDQVDFWLRQV LQ your Â industry. Â Knowing Â the Â benchmark Â for Â your Â industry Â will Â help Â you Â compare Â your Â value Â to Â other Â businesses Â in Â your Â sector. Â If Â you Â feel Â you Â do Â not Â have Â access Â

to Â relevant Â valuation Â statistics Â for Â your Â LQGXVWU\ HQJDJH D Âż QDQFLDO DGYLVRU WKDW can Â assist Â you. Think about your growth rate.

Long-Âterm Â growth Â rate Â can Â factor Â into Â your Â businessâ&#x20AC;&#x2122; Â value, Â and Â could Â account Â for Â why Â your Â business Â is Â actually Â worth Â more Â than Â the Â market Â says. Donâ&#x20AC;&#x2122;t only use the buyerâ&#x20AC;&#x2122;s valuation. When Â youâ&#x20AC;&#x2122;re Â ready Â to Â sell, Â a Â buyer Â

may Â make Â an Â offer Â based Â on Â their Â valua-Â tion Â of Â your Â business. Â Before Â completing Â the Â sale, Â be Â sure Â to Â get Â another Â third-Âparty Â value Â assessment Â to Â ensure Â youâ&#x20AC;&#x2122;re Â not Â underselling Â your Â company. ,Q YDOXLQJ D EXVLQHVV Âż QDQFLDO SURIHV sionals Â donâ&#x20AC;&#x2122;t Â all Â use Â the Â same Â formula Â for Â determining Â a Â businessâ&#x20AC;&#x2122; Â value. Â When Â trying Â to Â value Â a Â business Â you Â need Â to Â think Â more Â broadly Â about Â what Â issues Â PLJKW LQKLELW FDVKĂ&#x20AC; RZ JURZWK \HDUV into Â the Â future. Â You Â should Â address Â both Â Âż QDQFLDO DQG VXVWDLQDELOLW\ LQIRUPDWLRQ WR obtain Â a Â meaningful Â valuation. At Â the Â end Â of Â the Â day, Â the Â investor Â will Â have Â a Â very Â good Â sense Â of Â what Â a Â business Â is Â worth, Â and Â what Â they Â are Â willing Â to Â pay Â for Â it.

Chartered Certified accountants

PEOPLE BEHIND THE PROCESS

A LAWYER FOR ALL

seasons GSC Solicitors LLP advises many high-net-worth Asian individuals and businesses. Here, senior partner Saleem Sheikh tells AWM how legal issues have changed in the 30 years since he’s been in the business and why his own journey gives him a unique perspective on the changing landscape. Photographs by PhilBourne.com

HEN SALEEM SHEIKH’S DREAMS of becoming a commercial airline pilot were gently quashed by his father, he decided to take his interest in the law further. Today, many of Saleem’s clients must be very grateful to Mr Sheikh Senior for his advice. His father, Manzoor-ul-Haq Sheikh, had been worried for his teenage son’s safety. Saleem’s uncle had tragically died while flying over his sisal farmlands in East Africa in 1963, leaving a 28-year-old widow and young children. With this accident fresh in Manzoor’s mind, he advised his son that he may want to pursue a safer career path. Stability was important for the Sheikh family. Originally from Amritsar in northern India, when partition came in 1948 they were forced to move to the new Muslim state of Pakistan. Whilst in Lahore, the family gave up their businesses and assets left in India as it was too dangerous to stay behind. Since the early 1900s, Saleem’s mother’s family had been in Kenya and had established successful businesses in the country. They encouraged the couple, Hamida and Manzoor, to move to Africa and in 1949 they settled there. Having an academic background, Manzoor became a senior civil servant for the British government in Nairobi. When Kenya’s independence came in 1963 he worked for the President, Jomo Kenyatta, but his position was ‘Africanised’, whereby he taught a Kenyan to do his job in his place. The British government anticipated problems in Africa and in 1965 when Manzoor retired, he was invited to come to England. The family did not take up Kenyan passports but retained their British citizenship. The Sheikh family left its idyllic lifestyle in Africa and arrived in Britain on 7th August 1967, to a rainy August morning, Saleem recalls. Although Kenya didn’t have the

problems of Uganda, the British government were proved correct in their anxieties about the future of the country for non-ethnic Africans. “It was a choice to leave Kenya, but it was ‘Hobson’s choice’. If he had left it two years later it would no longer have been a choice. So at least our move was orderly,” Saleem explains. Life in Britain was difficult in the beginning, he says. “It was the time of Enoch Powell and discrimination and a lot of immigrants were coming to the UK, but I personally never experienced discrimination. The key was that we blended in well; we weren’t going to be just a little segment of a community. My father always felt that we had to be part of the host community, just like we had been in Africa; we always intermingled with different cultures so it was a fairly smooth transition.” Living in the west London town of Isleworth, a young Saleem still harboured his dreams of becoming a pilot. When the ambition was denied, his extended family, made up of successful entrepreneurs and lawyers, suggested Saleem look into his second passion: the law. Brought up on courtroom TV shows such as Crown Court and Perry Mason, Saleem has always been intrigued by the dynamics of a courtroom and was encouraged further by the wise words of his businessman uncle. “He was always saying how important it was to have the right lawyer, that he was worth his weight in gold, and how he could be an absolute strength in any businessman’s arsenal,” Saleem remembers. Saleem attended the London School of Economics in 1977 to read law. He joined GSC (Green David Conway & Co, as it was) in 1981 on a training contract, qualified in 1983 and by 1985 was a partner in the firm. Since that time, the law firm has changed significantly. Saleem describes a “sea change” in the type of wealth ad-

A s i a n We a l t h M a g . c o . u k

PBTP

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

He was always saying how important it was to have the right lawyer, that he was worth his weight in gold A s i a n We a l t h M a g . c o . u k

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A s i a n We a l t h M a g . c o . u k

vice he has been asked for over the past 30 years. In the early days, particularly in the Asian community, it was all about wealth creation, he says. “A lot of Asian businesses had come to the UK in the 1970s and 80s and really uprooted themselves, so it was a case of putting the building blocks of a business into place. It was about asset protection and having a good structure in the business to make sure it could grow and a lot of those companies have now done amazingly well.” Over the past 30 years, the advice has become more sophisticated, the wealth has grown and the asset base has become more diverse. Asian-owned businesses have gradually moved into manufacturing,

‘‘

distribution, service industries, care industries and the food business. Over the last 10 years, these businesses have also become more international. “It’s become a multi-jurisdictional approach,” Saleem explains.

I understand how Asian minds work, I under-

stand how Asian businesses work, I understand their

s Asian businesses have evolved, the situations that Saleem consults on have become more complex. For example, there may be a family business made up of three or four brothers that worked well in the beginning, but as the families have grown and children have different aspirations, the situation changes. “These circumstances raise a lot of questions about how wealth is structured, and often things like offshore trusts or onshore businesses are considered,” explains Saleem. “I think in the early days, the community worked very much on handshakes and not so much with written documentation. Regretfully, if there was a fall-out or a death, it would cause a problem. Now, people are savvier about getting the right advice and getting things documented and having a shareholders’ agreement in place.” Not only is the type of legal issue for high-net-worth individuals changing,

agreements, writing Wills and a lasting power of attorney, tax-efficient gifting to children and inheritance tax. Nowadays it’s about wealth preservation in many cases, Saleem explains. “Sometimes we deal with a situation whereby the second or third generation have rights over the money for education or property, but they don’t actually have access to the capital.” Over time, Saleem’s role has morphed from that of lawyer to a consultant. Clients talk to Saleem openly and freely; he jokes that it is a bit like

the range is growing hugely. Saleem commonly deals with issues including: succession planning for children coming into the business, protecting assets for married clients through prenuptial agreements or trusts, partnership

seeing the family doctor. “You have to be many things in this business,” he explains. “You become part of the family; they share things confidentially with me: their fears, their concerns, their secrets and their aspirations.”

A s i a n We a l t h M a g . c o . u k

ethos and their ethics

The changing approach to clients has catalysed the launch of GSC’s consulting business this year. “They trust me through the whole process. We discuss what to do with the money, what to invest or put into a trust or give to charity,” says Saleem, highlighting the amount of philanthropy that is involved in the Asian business community. Currently high-net-worth individuals make up approximately 65% of GSC’s business. Saleem is seeing a rise in British Asian entrepreneurs and businesspeople referred to his firm. He is recommended through existing clients and through big private banks such as Coutts. There is a big rise in Asian families whose wealth has grown with their business, be it a hotel that has now turned into a chain or a cash and carry which has now turned into a string of retail outlets. “With that, they need to get specific advice,” says Saleem. “Maybe they have used their high street firm historically. But the bank will advise them to get sophisticated advice; they need someone who understands their culture, their background and also the fact that you sit in a western environment today. I’m quite unique – I act as a bridge between both cultures.” Saleem is multi-lingual, speaking six languages in all, which is an asset he uses every day. Many foreign clients have assets in the UK, and increasingly clients who traditionally work and invest in the UK are turning to places such as East Africa or India as a result of the financial crisis. In these situations, Saleem’s cultural knowledge and understanding make him a vital asset. “I understand how Asian minds work, I understand how Asian businesses work, I understand their ethos and their ethics. I understand the sweet spots and the crunch points that arise in their thinking and in their business lives.” In the office there are 16 languages spoken. This international flavour is something the firm is keen to capitalise on. Not only is GSC providing advice for all seasons in business, but now for all geographies too.

gscsolicitors.com

A s i a n We a l t h M a g . c o . u k

Wonder Women

wonder women

Pinky Lilani is AWMâ&#x20AC;&#x2122;s newest columnist. Her years of experience running her Spice Magic business, as well as establishing the Asian Women of Achievement and Women of the Future awards, makes her the perfect voice for successful

and ambitious women in industry, business and beyond.

ARCH Â IS Â ONE Â OF Â MY Â FAVOURITE Â MONTHS; Â it Â marks Â the Â beginning Â of Â spring Â and Â the Â blooming Â of Â daffodils Â and Â apple Â blossoms. Â But Â it Â is Â also Â the Â month Â when Â organisations Â go Â into Â over Â drive Â to Â celebrate Â International Â Â Womenâ&#x20AC;&#x2122;s Â Day. Â Endless Â panel Â discussions Â and Â receptions Â later, Â we Â still Â donâ&#x20AC;&#x2122;t Â have Â much Â to Â celebrate. Â Women Â make Â up Â 46 Â % Â of Â the Â work Â force Â but Â take Â just Â a Â third Â of Â management Â roles Â and Â the Â pay Â gap Â still Â exists. Â Often Â it Â is Â im-Â plied Â that Â the Â lack Â of Â female Â progress Â is Â entirely Â down Â to Â a Â pau-Â FLW\ RI UROH PRGHOV DQG ZRPHQ EHLQJ LQVXIÂżFLHQWO\ DVSLUDWLRQDO I Â simply Â donâ&#x20AC;&#x2122;t Â agree. Â Saritha Â Arunkumar Â is Â IBMâ&#x20AC;&#x2122;s Â leading Â security Â and Â subject Â Â PDWWHU H[SHUW +HU ZRUN LV LQ WKH FULWLFDO ÂżHOGV RI LGHQWLW\ Â

A s i a n We a l t h M a g . c o . u k

access, Â federation Â management Â and Â enterprise Â security Â Â solutions Â â&#x20AC;&#x201C; Â ensuring Â the Â privacy Â of Â services Â and Â devices Â in Â a Â mobile Â world. Â Not Â only Â a Â mother Â and Â wife, Â she Â is Â also Â a Â Â part Â time Â PHD Â student Â in Â mobile Â security Â and Â has Â great Â Â communication Â skills. Eleni Â Antoniadou Â is Â one Â of Â the Â worldâ&#x20AC;&#x2122;s Â most Â innovative Â UHVHDUFKHUV ZRUNLQJ LQ WKH ÂżHOG RI DUWLÂżFLDO RUJDQ GHYHORSPHQW as Â a Â therapeutic Â pathway Â for Â transplantation. Â Her Â interest Â in Â space Â exploration Â has Â led Â her Â to Â conducting Â research Â for Â NASA. Â She Â volunteers Â in Â medical Â missions Â helping Â children Â who Â have Â been Â victims Â of Â illegal Â organ Â trading. Â Melissa Â Morris Â has Â launched Â Network Â Locum, Â an Â online Â plat-Â form Â that Â connects Â locum Â doctors Â and Â GP Â practices. Â Already Â 900 Â GP Â practices Â have Â signed Â up Â and Â monthly Â revenues Â are Â soaring. All Â these Â women Â are Â under Â 35. Â I Â rest Â my Â case.

A s i a n We a l t h M a g . c o . u k

‘

TiEUK

HEALTH OR

wealth. MUST WE PICK?

‘‘

WHAT MAKES THE BODY AND MIND TICK IN UNISON? &DQ RXU KHDOWK UHDOO\ EH WKH NH\ WR ¿QDQFLDO success? Surely, the brain power triumphs above all with its smartness and quick thinking, clinching those many business deals as rewards. Rippling abs and toned glutes may appeal in several (obvious) ways but yet are not immediately associated with wealth and riches. Resisting the urge to name names, we see our wealthiest displaying their fortunes with lavish lifestyles and luxurious suits, albeit perhaps a little too tight at the seams.This begs the question: Is our wealth really synonymous with our health? The effort to postpone our “use by” dates for as long as possible and to enjoy those luxuries of wealth to its entirety is no hidden secret. Expanding our lifespans has been successfully achieved since the early 20th century when our average life expectancy was a bleak 31. Our current world average life expectancy nears a level of 70, with UK measuring at an impressive 80 and increasing every year. The average reader of AWM today ranges from 30 to 60 and each of us reading this now should have a logical aspiration to live to 100 and beyond! Previous studies on longevity by Boeing and Shell and observational studies focused on professionals seem to indi- cate that an early retirement age of 55 increases the chances of that individual reaching their normal life expectancy; a stark comparison to those passing within a few years of their

A s i a n We a l t h M a g . c o . u k

‘

PHOTOGRAPH BY PHILBOURNE.COM

Rajeev Sharma is a consultant orthopaedic surgeon at the East and North Hertfordshire NHS Trust and president of the board of directors at TiE UK. He discusses the paradigm between health and wealth for entrepreneurs.

retirement at 65. Is this an established correlation? Perhaps not, though the trend has not gone unnoticed. What does this imply and what can we do to reverse this trend? The outlook is reassuringly positive and encouraging for every one of us, however the question remains ‘what are my chances and how do I ensure the best possible outcome?’ Recent studies have shown how keeping a positive attitude and persisting in some form of gainful activity, tricks our mind and body to continue performing and not give up. This is depicted in the population groups that have taken up new challenges in their 50s and have also enjoyed longer lifespans. Perhaps this is the key to having it all. I am reminded of the very clichéd phrase ‘Never say die attitude’ and this certainly forms the benchmark for the entrepreneur’s immortality! The heart keeps us ALIVE and the brain keeps us LIVE. We owe it to ourselves to keep SK\VLFDOO\ ¿W DQG HQMR\ WKH wealth of life and prosperity. We are a very resilient species, as entrepreneurs have proven, by beating the recent recession and surviving. So I urge all of you reading this to start loving your body, get exercising and get that health kick – today. Now go and make that billion and enjoy it for eternity. Look out for further articles on topics such as health in the work place, enterprise in the health industry and how to main- WDLQ ¿WQHVV LQ D VWUHVVIXO ZRUN HQYLURQPHQW uk.tie.org; www.limbs.co

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HOW TO

avoid the When buying a house it is imperative to be aware of the different types of survey available, and what kind of assurances they can offer the buyer. Solicitor Ranjeev Saluja of The Sethi Partnership discusses the best way to be safe when investing in property.

CONSIDER THE SCENE, AFTER MUCH SAVING AND SEARCHING you have just bought your dream home, the furniture is being manoeuvred into place by removal men, the children are FODPRXULQJ WR ¿QG WKH EHVW EHGURRP IRU themselves, and you and your partner are gazing in awe at the sight of your hard work and accomplishments. Now imagine it all crumbling away from you before your eyes because of the fact you cut corners with your legal transaction, also called a “conveyance”. A solicitor has the duty to make sure that you are aware of all the possibilities that may occur when you purchase your property, but certain decisions can be left to the buyer, such as the extent of the searches to be carried out, the type of survey they wish to have, and the extent of insurances the solicitors may have recommended the client to take out. Short-term thinking never provides

long-term gains, and saving a few pounds on your conveyance is an example of this. There are three different types of survey. They give you different amounts of information and detail. Some may seem like a saving but you are risking possibly the biggest asset you will own. If someone is buying with the help of a mortgage, the lender would recommend a valuation survey, and most would assume that what is good for the bank would be good for the client. This is not necessarily the case. A survey carried out for the purpose of a loan may bring some certainty to a purchaser but the main intention of the valuation is to secure the bank’s interest in the property. A valuation by a mortgage lender gives the least amount of information. It is only done to see if the price you have offered is close to the property’s value,

A s i a n We a l t h M a g . c o . u k

Legal

money pit so that the lender can recover the loan if the property has to be sold. A house buyer’s report is more detailed. A full structural survey or building survey is the most thorough type of survey. This may take more time, but will give assurances to you , and if requested can be a negotiating point between the seller and buyer before the exchange of contracts. As a purchaser you should check carefully what a survey covers and what

‘‘

it does not. For example, there may be parts of the property that have not been checked because the surveyor could not get access to them. $OO TXDOL¿HG VXUYH\RUV VKRXOG EH D member of a professional association of Royal Institution of Chartered Survey- ors (RICS) and if you lose out because of a surveyor’s negligence, then there is a complaints procedure and arbitration scheme that you can use. If you discover further faults with

A house buyer’s report is more detailed. A full structural survey or building survey is the most thorough type of survey. A s i a n We a l t h M a g . c o . u k

the property before the exchange of contracts, then you should get these brought up in discussion and included as a term of the contract and can negotiate a delayed completion until the faults have been repaired by the vendor, or alternatively, a reduction in the purchase price. On exchange of contracts the buyer usually has to pay 10% of the purchase price, and the balance on completion, usually 4-6 weeks thereafter. The property must be insured by the buyer as soon as contracts are exchanged. We have a very dynamic team of property lawyers, advising on both residential and commercial property, please call us at The Sethi Partnership Solicitors on 0208 866 6464 or info@sethi.co.uk to discuss any property matter.

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IN ASSOCIATION WITH THE SETHI PARTNERSHIP SOLICITORS

TWENTY YEARS OF MAKING IT WORK The Sethi Partnership Solicitors is a professional law firm with traditional values. Based in the heart of West London, the firm is celebrating its 20 year anniversary in 2014.

ITU Â SETHI Â ESTABLISHED Â THE Â SETHI Â PARTNERSHIP Â IN Â 1994. Â Despite Â a Â number Â of Â business Â obstacles Â at Â the Â outset, Â the Â eponymous Â head Â of Â this Â legal Â ÂżUP KDV UHPDLQHG H[WUHPHO\ IRFXVHG DQG KDV WDNHQ WKH ÂżUP IURP IRXU PHPEHUV RI staff Â to Â more Â than Â 30. Â â&#x20AC;&#x153;When Â we Â started Â this Â company, Â we Â were Â up Â against Â turbulent Â times Â and Â Â immense Â adversity Â but Â through Â sheer Â drive Â and Â determination Â and Â great Â sup-Â port Â and Â commitment Â by Â the Â staff Â and Â loyal Â clients, Â we Â have Â achieved Â sustain-Â able Â growth,â&#x20AC;? Â Ritu Â recalls. Â Â â&#x20AC;&#x153;I Â therefore Â felt Â that Â our Â 20 Â year Â anniversary Â was Â an Â appropriate Â time Â to Â say Â thank Â you Â to Â all Â who Â have Â been Â part Â of Â the Â journey Â Â to Â success.â&#x20AC;? The Â Sethi Â Partnership Â Solicitors Â is Â an Â award-Â winning Â practice Â with Â extensive Â expertise Â and Â has Â advised Â over Â 1000 Â VDWLVÂżHG FOLHQWV D \HDU ,W LV WKHUHIRUH OLWWOH ZRQGHU WKDW WKH ÂżUP KDV notched Â up Â a Â string Â of Â awards. Â It Â is Â the Â ÂżUVW :HVW /RQGRQ ÂżUP WR EH DZDUGHG WKH Lexcel Â accreditation Â for Â legal Â excellence Â by Â the Â Law Â Society, Â an Â Investors Â in Â Peo-Â ple Â award Â and Â a Â Legal Â Aid Â Franchise Â all Â in Â the Â same Â year. Â It Â has Â also Â recently Â been Â included Â in Â the Â prestigious Â Legal Â 500. The Â Sethi Â Partnership Â Solicitors Â can Â boast Â an Â experienced Â team Â of Â lawyers Â who Â can Â assist Â in Â all Â areas Â of Â law. Â Having Â committed Â to Â an Â Investors Â in Â People Â DFFUHGLWDWLRQ \HDUV DJR WKH ÂżUP KDV invested Â in Â staff Â training, Â resulting Â in Â less Â

A s i a n We a l t h M a g . c o . u k

LEFT: RITU SETHI AND THE TEAM IN 1999, AND TODAY, ABOVE.

staff Â turnover Â and Â a Â boost Â in Â morale. Â The Â vast Â majority Â of Â its Â work Â comes Â from Â personal Â recommendations Â by Â Â VDWLVÂżHG FOLHQWV 7KH ÂżUP LV ZHOO NQRZQ in Â the Â area Â and Â by Â communities Â both Â locally Â and Â nationally. Â It Â has Â business Â contacts Â with Â banks, Â building Â socie-Â ties, Â surveyors, Â estate Â agents, Â brokers, Â accountants, Â courts, Â police Â stations, Â and Â agencies Â whose Â specialised Â expertise Â Â can Â help Â its Â clients. 7KH ÂżUP ZRUNV FORVHO\ ZLWK LWV FOLHQWV whether Â they Â are Â embarking Â on Â buy-Â ing Â freehold Â or Â a Â leasehold Â property Â or Â

business, Â navigating Â the Â intricacies Â of Â immigration Â law, Â entering Â into Â divorce Â proceedings, Â probate Â law, Â civil Â or Â commercial Â litigation Â or Â criminal Â law. Â Its Â clients Â are Â always Â kept Â informed Â of Â matters Â and Â have Â regular Â communication Â with Â the Â solicitor Â dealing Â with Â their Â case. Â It Â is Â determined Â to Â deliver Â an Â impeccable Â level Â of Â service Â ensuring Â clients Â receive Â the Â best Â possible Â outcome, Â whatever Â their Â situation, Â with Â care Â and Â integrity. The Â Sethi Â Partnership Â teamâ&#x20AC;&#x2122;s Â aim Â is Â to Â give Â to Â its Â clients Â the Â care, Â courtesy Â and Â competent Â attention Â which Â their Â affairs Â merit Â and Â ensure Â that Â they Â receive Â impartial Â and Â independent Â legal Â advice Â at Â competitive Â prices. Contact Â us Â now Â on Â info@sethi.co.uk Â Â or Â 020 Â 8866 Â 6464 Â to Â discuss Â all Â your Â legal Â matters.

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A s i a n We a l t h M a g . c o . u k

Charity

Oxfam works tirelessly in Asia to get one step closer to its dream of eradicating poverty for good. Here, its south Asian engagement manager, Kalyani-Ghandi Rhodes, tells AWM about its history in the region.

RAISING AWARENESS IN ASIA THINK Â OF Â ANY Â MAJOR Â EMERGENCY Â in Â Asia Â since Â 1951 Â and Â Oxfam Â has Â been Â there. Â From Â famine Â in Â India Â in Â the Â 1950s Â to Â post-Âwar Â Kampuchea Â in Â the Â 1970s; Â from Â the Â Vietnam Â war Â in Â the Â 1960s Â to Â the Â Bhopal Â gas Â tragedy Â in Â 1984. Â We Â have Â helped Â SHRSOH DIIHFWHG E\ WKH (DVW DQG :HVW 7LPRU FRQĂ&#x20AC;LFW LQ DQG provided Â vital Â aid Â following Â the Â Indian Â Ocean Â tsunami Â in Â 2004. Â Over Â the Â years, Â Oxfam Â has Â helped Â millions Â of Â people Â caught Â up Â in Â Asiaâ&#x20AC;&#x2122;s Â worst Â disasters. Our Â approach Â has Â grown Â from Â emergency Â responses Â to Â Â long-Âterm Â development, Â working Â through Â partners Â and Â directly Â with Â communities Â to Â help Â poor Â people Â solve Â their Â own Â problems. Â For Â example, Â a Â small Â dairy Â project Â that Â Oxfam Â supported Â in Â Â India Â in Â 1962 Â (pictured, Â above) Â has Â thrived Â and Â grown Â to Â Â become Â AMUL Â (Anand Â Milk Â Union), Â the Â biggest Â milk Â producer Â in Â the Â country. Â In Â Sri Â Lanka, Â weâ&#x20AC;&#x2122;ve Â helped Â over Â 1700 Â women Â whose Â livelihoods Â were Â destroyed Â by Â the Â tsunami Â to Â get Â back Â Â RQ WUDFN UXQQLQJ SURÂżWDEOH FRLU EXVLQHVVHV $FURVV VRXWK $VLD Â a Â campaign Â to Â raise Â awareness Â about Â violence Â against Â women Â and Â changing Â both Â attitudes Â and Â behaviour Â has Â reached Â six Â Â million Â people. Bringing Â about Â the Â changes Â poor Â people Â want Â and Â need Â means Â speaking Â out Â for Â their Â interests Â and Â with Â them Â at Â the Â highest Â lev-Â els. Â Thanks Â to Â the Â way Â Oxfam Â works Â directly Â with Â communities, Â we Â are Â well Â placed Â to Â lobby Â in Â support Â of Â the Â poorest Â people Â â&#x20AC;&#x201C; Â be Â it Â with Â local Â authorities, Â government Â ministers Â or Â at Â the Â UN. Â Our Â global Â reach Â and Â years Â of Â experience Â give Â us Â the Â authority Â and Â credibility Â to Â talk Â to Â the Â people Â at Â the Â top Â about Â what Â is Â happen-Â ing Â right Â at Â the Â bottom. Â

A s i a n We a l t h M a g . c o . u k

As Â Oxfam Â has Â been Â working Â in Â the Â subcontinent Â since Â 1951, Â this Â creates Â a Â natural Â impetus Â to Â work Â closely Â with Â Asian Â leaders Â and Â communities Â in Â the Â UK Â in Â supporting Â our Â programmes Â in Â Asia. Â Asian Â diasporas Â are Â powerful Â drivers Â of Â development, Â investment, Â innovations Â and Â skills Â and Â we Â are Â increasing Â our Â engagement Â through Â philanthropy, Â corporate Â partnerships Â and Â support Â from Â trusts Â and Â foundations. Â Our Â partnership Â with Â the Â Asian Â Awards Â supports Â us Â in Â achieving Â these Â ambitions. Â Â Oxfam Â CEO, Â Mark Â Goldring Â recently Â said Â of Â the Â Awards: Â â&#x20AC;&#x153;Oxfam Â is Â honoured Â to Â be Â working Â with Â the Â Asian Â Awards Â to Â KLJKOLJKW VLJQLÂżFDQW DFKLHYHPHQWV LQ WKH JOREDO $VLDQ FRP-Â munity. Â We Â also Â recognise Â and Â support Â the Â achievements Â of Â people Â who Â have Â lifted Â themselves Â out Â of Â poverty Â all Â around Â the Â world. Â Oxfam Â have Â been Â working Â in Â Asia Â for Â over Â 60 Â years Â and Â will Â continue Â to Â work Â closely Â with Â the Â Asian Â community Â to Â help Â alleviate Â poverty.â&#x20AC;? Â Oxfam Â is Â a Â global Â movement Â of Â passionate Â people Â with Â a Â Â single Â objective: Â To Â end Â poverty. Â It Â is Â a Â massive Â challenge. Â Weâ&#x20AC;&#x2122;re Â ambitious, Â but Â with Â good Â reason: Â more Â than Â one Â billion Â people Â worldwide Â face Â poverty Â and Â hunger Â every Â day. Â In Â a Â ZHDOWK\ ZRUOG SRYHUW\ LV SUHYHQWDEOH DQG XQMXVWLÂżDEOH Âą DQG everyone Â has Â the Â responsibility Â to Â end Â it. Â We Â are Â winning Â the Â battle Â in Â all Â sorts Â of Â ways, Â big Â and Â small. Â Supporting Â Oxfam Â can, Â and Â does, Â make Â a Â difference. Â Together, Â we Â can Â lift Â lives Â for Â good. 2[IDP LV WKH RIÂżFLDO FKDULW\ RI WKH $VLDQ $ZDUGV 7R ÂżQG RXW PRUH DERXW LW DQG WR KHOS WR VXSSRUW LWV ZRUN JR WR oxfam.org.uk.

Sipra Deb, founder of The Play Arena, went from molecular biologist to teacher, mother and entrepreneur. Family tragedy made her realise the importance of living life to the full and as a result her business continues to succeed by bringing families together. Ellie Parsons reports.

Play time has SIPRA Â DEB Â WAS Â AN Â ACCIDENTAL Â ENTREPRENEUR. Â Losing Â a Â parent Â and Â having Â children Â of Â her Â own Â reinforced Â the Â importance Â of Â family Â and Â prompted Â her Â to Â set Â up Â The Â Play Â Arena, Â which Â is Â among Â the Â largest Â childrenâ&#x20AC;&#x2122;s Â entertainment Â centres Â in Â the Â country. Â Sipra Â was Â born Â in Â Ethiopia Â and Â spent Â her Â childhood Â in Â Africa. Â Her Â Indian Â parents Â were Â teachers Â and Â came Â to Â the Â UK Â when Â she Â was Â 14. Â She Â became Â a Â molecular Â biologist Â specialising Â in Â genetic Â engineering Â and Â genetic Â disease Â mechanisms. Â â&#x20AC;&#x153;My Â parents Â wanted Â me Â to Â become Â a Â doctor, Â and Â I Â came Â close Â but Â the Â path Â from Â scientist Â to Â entrepreneur Â really Â happened Â as Â a Â force Â of Â circumstance,â&#x20AC;? Â she Â says. Â In Â 2004, Â Sipraâ&#x20AC;&#x2122;s Â father, Â Protul Â Deb, Â was Â kidnapped Â in Â Assam, Â India Â while Â on Â a Â business Â trip. Â Sipra Â battled Â with Â the Â %ULWLVK DQG ,QGLDQ DXWKRULWLHV WR ÂżQG KLP â&#x20AC;&#x153;In Â a Â country Â like Â India, Â this Â task Â was Â like Â looking Â for Â a Â needle Â in Â a Â haystack. Â How-Â

ever, Â I Â never Â believed Â I Â would Â fail,â&#x20AC;? Â she Â says. Â Shortly Â after Â the Â abduction, Â Sipra Â went Â to Â India Â to Â negotiate Â with Â the Â kid-Â nappers Â and Â paid Â a Â ransom, Â however Â her Â father Â was Â not Â returned. Â â&#x20AC;&#x153;Twenty Â months Â of Â struggle Â and Â heart-Âwrenching Â pain Â resulted Â in Â an Â enquiry Â by Â Indiaâ&#x20AC;&#x2122;s Â Central Â Bureau Â of Â Investigation, Â which Â eventu-Â ally Â led Â to Â the Â discovery Â of Â the Â remains Â of Â my Â beloved Â father. Â To Â the Â world, Â I Â had Â won Â a Â battle, Â to Â me Â I Â had Â lost Â my Â most Â precious Â possession.â&#x20AC;? Sipraâ&#x20AC;&#x2122;s Â father Â is Â believed Â to Â have Â been Â murdered Â for Â political Â reasons Â and Â the Â trial Â continues. Â â&#x20AC;&#x153;This Â tragedy Â changed Â my Â outlook,â&#x20AC;? Â she Â says. Â â&#x20AC;&#x153;I Â began Â to Â question Â what Â path Â my Â life Â was Â going Â in. Â Through Â my Â loss, Â I Â gained Â my Â most Â valu-Â able Â insight: Â To Â succeed, Â you Â need Â to Â be Â driven Â but Â as Â long Â as Â you Â are Â true Â to Â your Â cause Â and Â work Â ethically Â then Â victory Â will Â be Â yours.â&#x20AC;? 6LSUD PRYHG WR 6KHIÂżHOG WR PDUU\ DQG

KDG WKUHH ER\V QRZ DJHG VHYHQ ÂżYH DQG two. Â Jobs Â in Â research Â were Â scarce Â so Â she Â retrained Â as Â a Â science Â teacher Â and Â taught Â for Â six Â years. Â As Â a Â mother, Â she Â found Â it Â GLIÂżFXOW WR ÂżQG JRRG FKLOGUHQÂśV HQWHU-Â tainment Â in Â the Â city Â and Â The Â Play Â Arena Â plugged Â a Â gap. Â â&#x20AC;&#x153;We Â visited Â so Â many Â events Â and Â every Â time Â I Â came Â away Â think-Â ing Â there Â was Â a Â lack Â in Â the Â market. Â We Â seemed Â to Â be Â stuck Â between Â unimagina-Â tive Â play Â barns Â or Â massive Â theme Â parks. Â Eventually Â my Â thoughts Â crystallised Â into Â what Â became Â The Â Play Â Arena, Â which Â opened Â in Â August Â 2011, Â when Â I Â was Â 39.â&#x20AC;? It Â took Â a Â year Â and Â a Â half Â to Â plan Â and Â re-Â search Â the Â business Â â&#x20AC;&#x201C; Â the Â cost Â of Â childcare Â has Â risen Â 19% Â in Â the Â last Â year Â and Â soared Â by Â 77% Â over Â the Â past Â decade Â â&#x20AC;&#x201C; Â which Â has Â since Â exceeded Â forecasts Â and Â continued Â to Â increase Â in Â visitor Â numbers. Â Some-Â times Â the Â simplest Â business Â concepts Â are Â the Â best Â but Â it Â wasnâ&#x20AC;&#x2122;t Â easy Â launching Â The Â Play Â Arena. Â â&#x20AC;&#x153;With Â no Â previous Â experi-Â

A s i a n We a l t h M a g . c o . u k

Interview

just begun ence Â in Â business Â and Â very Â little Â funding Â to Â get Â such Â a Â massive Â project Â off Â the Â ground, Â things Â at Â times Â did Â feel Â impossible, Â but Â I Â donâ&#x20AC;&#x2122;t Â believe Â in Â giving Â up. Â I Â wrote Â a Â com-Â prehensive Â business Â plan Â and Â approached Â six Â banks. Â Incredibly, Â all Â six Â came Â up Â with Â offers Â of Â funding Â and Â so Â that Â set Â the Â pace Â and Â I Â forged Â ahead.â&#x20AC;? At Â the Â time, Â Sipra Â was Â pregnant Â with Â her Â third Â son Â and Â when Â her Â company Â opened Â she Â would Â take Â her Â two-Âmonth-Â old Â to Â work Â every Â day. Â â&#x20AC;&#x153;It Â was Â harder Â

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

than Â I Â ever Â imagined Â it Â to Â be,â&#x20AC;? Â she Â says. Â Last Â year, Â Sipra Â gained Â recognition Â for Â her Â efforts, Â winning Â local, Â regional Â and Â na-Â tional Â awards, Â including Â the Â Asian Â Women Â of Â Achievement Â accolade Â for Â entrepre-Â neurship. Â â&#x20AC;&#x153;It Â was Â a Â boost Â for Â my Â team Â and Â gave Â me Â the Â will Â to Â carry Â on. Â Iâ&#x20AC;&#x2122;ll Â continue Â to Â make Â a Â difference,â&#x20AC;? Â she Â says. Â The Â Play Â Arena Â makes Â innovation Â D SULRULW\ Âą LW ZDV WKH ÂżUVW WR ODXQFK 6N\5LGHU ZKLFK DOORZV SHRSOH WR ÂľĂ&#x20AC;\Âś with Â the Â use Â of Â a Â harness. Â Sipraâ&#x20AC;&#x2122;s Â also Â

To succeed, you need to be driven but as long as you are true to your cause and work ethically

then victory will be yours.

A s i a n We a l t h M a g . c o . u k

forward-Âthinking Â when Â it Â comes Â to Â digital Â technology, Â with Â an Â interactive Â play Â area. Â â&#x20AC;&#x153;We Â need Â to Â accept Â that Â this Â is Â the Â age Â of Â digital Â technology Â and Â rather Â than Â seeing Â it Â as Â a Â negative, Â we Â need Â to Â embrace Â it Â and Â where Â children Â are Â concerned, Â we Â need Â to Â channel Â it Â correctly,â&#x20AC;? Â she Â says. Â The Â centre Â could Â well Â be Â moulding Â the Â entrepreneurs Â and Â scientists Â of Â tomorrow Â DQG WKHUH DUH ERXQG WR EH PRUH ÂżUVWV LQ childcare Â from Â Sipra. Â â&#x20AC;&#x153;The Â initial Â few Â years Â of Â any Â start-Âup Â business Â are Â always Â WKH PRVW GLIÂżFXOW :H DUH MXVW FRPLQJ through Â this Â period. Â The Â Play Â Arena Â ZDV DOZD\V VHW XS DV WKH ÂżUVW VWHSSLQJ stone Â along Â the Â journey,â&#x20AC;? Â she Â says. Â â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;m Â now Â looking Â at Â various Â possibilities Â of Â expansion Â both Â on Â a Â national Â as Â well Â as Â international Â platform. Â Itâ&#x20AC;&#x2122;s Â early Â days Â Â yet, Â so Â youâ&#x20AC;&#x2122;ll Â have Â to Â keep Â watching Â Â this Â space.â&#x20AC;? theplayarena.com

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DORCHESTERCOLLECTION.COM A s i a n We a l t h M a g . c o . u k

Branding

WHATâ&#x20AC;&#x2122;S IN A

name?

HEN Â YOUR Â COMPANY Â name Â is Â synonymous Â with Â the Â main Â generic Â drink Â it Â sells, Â something Â about Â the Â branding Â has Â worked, Â and Â if Â I Â said Â I Â was Â popping Â out Â for Â a Â Starbucks, Â you Â would Â not Â expect Â me Â to Â come Â back Â with Â a Â paper Â cup Â full Â of Â wine. Â So Â when Â CEO Â of Â Starbucks, Â Howard Â Schultz, Â talks Â about Â branding, Â the Â busi-Â ness Â world Â would Â do Â well Â to Â listen. Â â&#x20AC;&#x153;In Â this Â ever-Âchanging Â society, Â the Â most Â pow-Â erful Â and Â enduring Â brands Â are Â built Â from Â the Â heart. Â They Â are Â real Â and Â sustainable. Â Their Â foundations Â are Â stronger Â because Â they Â are Â built Â with Â the Â strength Â of Â the Â human Â spirit, Â not Â an Â ad Â campaign. Â The Â companies Â that Â are Â lasting Â are Â those Â that Â are Â authentic,â&#x20AC;? Â claims Â Howard. There Â are Â some Â business Â concepts Â that Â DUH GLIÂż FXOW WR SXW D UHDO YDOXH RQ EXW D companyâ&#x20AC;&#x2122;s Â brand Â is Â not Â one Â of Â them. Â According Â Millward Â Brown Â Optimoâ&#x20AC;&#x2122;s Â 2013 Â BrandZ Â list, Â last Â yearâ&#x20AC;&#x2122;s Â most Â valu-Â able Â brands Â hit Â an Â incredible Â $2.6tn. While Â Apple Â kept Â its Â top Â slot Â in Â the Â rankings Â this Â year Â because Â of Â the Â strength Â of Â its Â brand, Â with Â a Â value Â of Â $185.1bn, Â others Â in Â the Â top Â 10 Â brands Â included Â Google Â ($113.7bn), Â IBM Â ($112.5bn), Â McDonaldâ&#x20AC;&#x2122;s Â ($90.3bn) Â and Â Coca-ÂCola Â ($78.4bn). Â

A s i a n We a l t h M a g . c o . u k

Well, it turns out, quite a lot. But there is more than just a catchy play on words to an effective and recognisable brand, as Beth Holmes finds out.

Global Â BrandZ Â director Â Peter Â Walshe Â believes Â that Â the Â most Â successful Â brands Â are Â a Â balance Â of Â local Â and Â global Â strength, Â diversifying Â into Â new Â areas Â of Â business, Â having Â a Â strong Â corporate Â brand Â and Â either Â being Â a Â premium Â or Â everyday Â brand. The Â highest Â riser Â was Â sandwich Â brand Â Subway Â with Â a Â value Â of Â $16.7bn Â and Â showing Â growth Â of Â 5,798% Â since Â the Â rankings Â began Â in Â 2006. Â The Â most Â valuable Â British Â brand Â is Â Vodafone Â coming Â in Â at Â $39.7bn In Â banking, Â global Â banks Â were Â worth Â $107bn Â (up Â 23% Â in Â the Â past Â year), Â while Â regional Â banks Â were Â worth Â $236bn Â (up Â 15%). Meanwhile, Â although Â the Â technology Â DQG WHOHFRPV FDWHJRULHV UHPDLQHG Ă&#x20AC; DW LQ value, Â they Â still Â dominated Â the Â top Â 100. Â Half Â of Â the Â top Â 10 Â brands Â and Â 28 Â out Â of Â the Â top Â 100 Â are Â in Â this Â sector. Â Together Â they Â account Â for Â 40% Â by Â value Â of Â the Â top Â 100. One Â of Â the Â reasons Â for Â the Â success Â in Â WHOHFRPV LV GLYHUVLÂż FDWLRQ DQG WKLV LQ particular Â paid Â off Â for Â Chinese Â internet Â service Â portal Â Tencent, Â which Â expanded Â its Â offering Â to Â compete Â with Â the Â likes Â of Â Facebook, Â Twitter Â and Â Google. Â It Â is Â worth Â $27.3bn Â this Â year, Â up Â $9.3bn Â from Â last Â year. Â The Â UKâ&#x20AC;&#x2122;s Â big Â newcomer Â BT Â is Â a Â good Â example, Â being Â worth Â $9.5bn. Â For Â all Â the Â brands, Â customers Â in Â Russia, Â China, Â India Â and Â the Â Middle Â East Â have Â

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

become Â global Â customers Â according Â to Â the Â report. So Â how Â and Â why Â is Â branding Â so Â impor-Â tant Â and Â how Â can Â companies Â of Â all Â sizes Â make Â sure Â they Â develop Â their Â brand Â to Â the Â best Â of Â their Â abilities? Andrew Â Lawrence, Â creative Â direc-Â tor Â at Â branding Â consultancy Â Elmwood, Â says: Â â&#x20AC;&#x153;In Â its Â base Â form, Â branding Â enables Â consumers Â to Â identify Â goods Â and Â services Â that Â a Â company Â is Â selling. Â A Â logo Â is Â the Â initial Â step Â as Â it Â enables Â the Â consumer Â to Â identify Â the Â company Â and Â product. Â â&#x20AC;&#x153;A Â brand, Â however, Â allows Â consum-Â ers Â to Â not Â only Â identify Â the Â company Â but Â elevates Â and Â differentiates Â the Â products Â or Â services. Â Branding Â is Â imperative Â for Â

Coca Cola has its own original signature

and unique graphic marque, these can be used on their own or together

and the customer will still know who it is

the Â storm.â&#x20AC;? If Â you Â look Â at Â todayâ&#x20AC;&#x2122;s Â retail Â space, Â it Â is Â easy Â to Â point Â out Â thousands Â of Â fruit-Â ful Â brand Â stories. Â A Â successful Â existing Â brand Â that Â understands Â what Â they Â stand Â for Â and Â knows Â their Â core Â brand Â assets Â are. Â The Â classic Â example, Â says Â Andrew, Â is Â Coca Â Cola. Â â&#x20AC;&#x153;Coca Â Cola Â is Â able Â to Â use Â these Â brand Â assets Â as Â its Â core Â strengths, Â i.e. Â colour Â â&#x20AC;&#x201C; Â red; Â shape Â â&#x20AC;&#x201C; Â bottle/can. Â The Â brand Â has Â its Â own Â original Â signature Â and Â unique Â graphic Â marque, Â these Â can Â be Â used Â on Â their Â own Â or Â together Â and Â the Â customer Â will Â still Â know Â who Â it Â is. Â To Â be Â able Â to Â achieve Â this Â is Â a Â clear Â example Â of Â successful Â branding.â&#x20AC;? Â â&#x20AC;&#x153;Then Â there Â are Â the Â challenger Â brands,â&#x20AC;? Â he Â adds. Â â&#x20AC;&#x153;Smaller Â brands Â that Â take Â on Â the Â might Â of Â the Â bigger Â brands Â but Â with Â a Â unique Â or Â distinctive Â point Â of Â view. Â A Â great Â example Â of Â this Â is Â The Â Saucy Â Fish Â Company. Â The Â companyâ&#x20AC;&#x2122;s Â aim Â was Â to Â PDNH SHRSOH WKLQN DJDLQ DERXW IUHVK Âż VK and Â take Â some Â of Â the Â fear Â out Â of Â cooking Â it. Â Elmwood Â worked Â with Â The Â Saucy Â Fish Â Company Â to Â identify Â a Â unique Â proposi-Â tion. Â The Â brand Â and Â pack Â design Â created Â something Â new Â in Â the Â marketplace Â and Â presented Â the Â product Â on Â shelf Â in Â a Â way Â that Â not Â been Â seen Â before. Â The Â Saucy Â Fish Â Company Â is Â now Â viewed Â as Â a Â â&#x20AC;&#x2DC;cool Â brandâ&#x20AC;&#x2122; Â with Â both Â consumers Â and Â industry Â alike.â&#x20AC;?

businesses Â because, Â when Â implemented Â successfully, Â the Â consumer Â will Â choose Â your Â brand Â over Â your Â competitors. Â A Â strong Â brand Â generates Â a Â connection Â with Â the Â consumer, Â the Â emotional Â desire Â state Â shifts Â from Â needing Â the Â brand Â into Â wanting Â the Â brand.â&#x20AC;? Regardless Â of Â size, Â a Â company Â can Â measure Â brand Â strength Â through Â a Â variety Â of Â factors; Â market Â share, Â price Â VHQVLWLYLW\ SURÂż WDELOLW\ UHYHQXHV PDU keting Â investments, Â growth Â rate, Â cost Â to Â acquire Â new Â customers Â and Â cost Â to Â retain Â customers. Â â&#x20AC;&#x153;One Â of Â the Â most Â interesting Â measures Â I Â have Â seen Â in Â recent Â years Â is Â the Â meas-Â urement Â of Â brand Â love,â&#x20AC;? Â says Â Andrew. Â â&#x20AC;&#x153;Elmwood Â calculated Â and Â increased Â â&#x20AC;&#x2DC;brand Â loveâ&#x20AC;&#x2122; Â for Â Andrex Â back Â in Â 2012 Â with Â the Â rebrand Â and Â redesign Â of Â the Â toilet Â roll Â product. Â Following Â the Â rebrand, Â the Â consumer Â bonding Â rate Â with Â the Â Andrex Â brand Â increased Â by Â 32%. Â Brand Â strength Â is Â particularly Â important Â in Â the Â current Â market Â as Â consumers Â can Â easily Â trade Â down Â to Â save Â money. Â Brands Â that Â con-Â sumers Â truly Â love Â and Â wonâ&#x20AC;&#x2DC;t Â do Â without Â despite Â their Â price Â tag, Â are Â set Â to Â weather Â

ntrepreneur Â Rashid Â Ahmad Â faced Â an Â interesting Â branding Â challenge Â a Â few Â years Â ago Â after Â founding Â a Â new Â sport Â â&#x20AC;&#x201C; Â touchtennis. Â â&#x20AC;&#x153;The Â sport Â itself Â began Â as Â a Â means Â of Â amusing Â my Â daughter Â when Â she Â was Â two Â or Â three Â years Â old,â&#x20AC;? Â he Â explains. Â â&#x20AC;&#x153;When Â my Â friends Â came Â by Â we Â would Â play Â this Â odd Â adaptation Â of Â tennis Â for Â so Â long Â weâ&#x20AC;&#x2122;d Â forget Â our Â tennis Â court Â booking Â and Â stay Â in Â the Â garden Â battling Â it Â out.â&#x20AC;? 6R 5DVKLG GHFLGHG WR PDNH LW RIÂż FLDO and Â launch Â touchtennis Â as Â a Â brand Â new Â sport. Â â&#x20AC;&#x153;The Â game Â developed Â more Â and Â PRUH XQWLO Âż QDOO\ ZH VWDQGDUGLVHG WKH court Â size Â and Â the Â racquet Â length. Â We Â also Â GHFLGHG RQH EDOO VKRXOG EH WKH RIÂż FLDO EDOO :KHQ ZH Âż UVW KDG D ORJR LW ZDV MXVW something Â knocked Â together Â by Â the Â web Â designer. Â The Â second Â logo Â â&#x20AC;&#x201C; Â the Â one Â you Â see Â today Â â&#x20AC;&#x201C; Â was Â much Â more Â aggressive.â&#x20AC;? Â Like Â many Â entrepreneurs Â and Â start Â ups, Â Rashid Â has Â used Â technology Â to Â

A s i a n We a l t h M a g . c o . u k

PHOTOGRAPH BY ROB SMITH

CONSISTENT LOGOS ON SOCIAL MEDIA, SUCH AS FACEBOOK, WAS VITAL WHEN RASHID, RIGHT, STARTING THE SPORTING BRAND

help Â create Â and Â promote Â the Â touchten-Â nis Â brand. Â â&#x20AC;&#x153;Predominantly Â through Â the Â use Â of Â Facebook, Â Youtube Â and Â Twitter, Â weâ&#x20AC;&#x2122;ve Â captured Â attention Â from Â tennis Â professionals Â and Â amateur Â park Â players. Â Iâ&#x20AC;&#x2122;ve Â stuck Â to Â brand Â guidelines Â and Â asked Â people Â to Â use Â the Â wording Â â&#x20AC;&#x153;touchtennisâ&#x20AC;? Â rather Â than Â separate Â the Â words Â so Â that Â we Â top Â the Â google Â searches. Â This Â has Â helped Â immensely. Â The Â sport Â would Â never Â have Â grown Â this Â fast Â were Â it Â not Â for Â social Â me-Â dia Â and Â the Â banter Â associated Â with Â it.â&#x20AC;? Â There Â are Â 40 Â tour Â events Â a Â year Â around Â the Â world Â and Â the Â sport Â is Â played Â in Â 21 Â countries. Â Rashidâ&#x20AC;&#x2122;s Â dream Â â&#x20AC;&#x201C; Â that Â the Â touchtennis Â brand Â will Â be Â seen Â as Â the Â equivalent Â of Â cricketâ&#x20AC;&#x2122;s Â 20:20 Â or Â 5-Âa-Âside Â football Â and Â be Â the Â cheap Â and Â accessible Â side Â of Â tennis Â â&#x20AC;&#x201C; Â is Â on Â its Â way Â to Â becoming Â a Â reality. Meanwhile, Â his Â use Â of Â technology Â is Â mirrored Â by Â businesswoman Â Alison Â Ramsay, Â who Â started Â up Â The Â Art Â Agency Â almost Â 18 Â months Â ago, Â and Â is Â a Â huge Â proponent Â of Â brand Â building. Â â&#x20AC;&#x153;We Â are Â building Â our Â brand Â as Â more Â than Â just Â an Â art Â gallery,â&#x20AC;? Â she Â says. Â â&#x20AC;&#x153;We Â fo-Â cus Â on Â great Â customer Â service, Â a Â friendly Â approach Â and Â lots Â of Â interaction Â with Â our Â local Â community Â via Â Meet Â the Â Artists Â events, Â art Â classes Â and Â workshops Â run Â by Â our Â featured Â artists. Â Â We Â are Â a Â refreshing Â experience Â rather Â than Â an Â intimidating Â or Â stuffy Â one.â&#x20AC;? Alison Â explains Â she Â uses Â Facebook, Â

A s i a n We a l t h M a g . c o . u k

Twitter, Â the Â company Â website Â and Â blog Â to Â keep Â the Â information Â about Â the Â company Â and Â its Â artwork Â current. Â â&#x20AC;&#x153;We Â try Â to Â be Â imaginative Â with Â our Â posts Â rather Â than Â just Â trying Â to Â sell, Â sell, Â sell Â â&#x20AC;&#x201C; Â although Â we Â have Â made Â sales Â as Â a Â direct Â result Â of Â Facebook Â posts. Â Â We Â also Â advertise Â regu-Â larly Â in Â local Â magazines Â and Â of Â course Â we Â are Â shameless Â in Â our Â personal Â promotion Â of Â our Â brand Â â&#x20AC;&#x201C; Â we Â make Â sure Â we Â tell Â everyone Â we Â meet Â about Â the Â gallery Â even Â when Â in Â the Â dentistâ&#x20AC;&#x2122;s Â chair!â&#x20AC;? â&#x20AC;&#x153;We Â are Â attracting Â new Â artists Â to Â show Â with Â us, Â despite Â being Â a Â small Â gallery, Â be-Â cause Â we Â have Â a Â very Â proactive Â approach Â to Â representing Â their Â work Â and Â we Â are Â building Â a Â loyal Â customer Â base Â because Â of Â the Â breadth Â of Â our Â portfolio Â and Â the Â service Â we Â offer,â&#x20AC;? Â she Â explains. This Â idea Â of Â giving Â a Â brand Â a Â personal-Â LW\ EH\RQG WKH FRQÂż QHV RI D WXUJLG EXVL ness Â model Â is Â something Â that Â the Â team Â at Â Elmwood Â are Â passionate Â about, Â and Â they Â work Â with Â clients Â of Â all Â sizes Â to Â help Â them Â realise Â their Â potential. â&#x20AC;&#x153;We Â help Â companies Â build Â their Â brand Â by Â not Â only Â working Â with Â the Â graphic Â equities Â but Â by Â looking Â at Â the Â values Â and Â personality Â that Â a Â brand Â expresses,â&#x20AC;? Â says Â Andrew. Â â&#x20AC;&#x153;A Â big Â part Â of Â this Â is Â tone Â of Â voice, Â how Â a Â brand Â speaks Â and Â expresses Â itself Â in Â the Â written Â word Â i.e. Â on Â packag-Â ing, Â advertising. Â This Â is Â a Â key Â factor Â that Â many Â companies Â underestimate Â in Â build-Â ing Â their Â brand, Â on Â many Â occasions Â we Â

have Â conducted Â workshops Â with Â internal Â stakeholders Â if Â we Â feel Â a Â change Â in Â tone Â of Â voice Â is Â necessary,â&#x20AC;? Â he Â explains. Â And Â whether Â you Â have Â one Â employee Â or Â many Â hundreds, Â it Â is Â important Â to Â get Â everyone Â associated Â with Â the Â company Â on Â board. â&#x20AC;&#x153;Building Â a Â strong Â brand Â culture Â starts Â with Â people,â&#x20AC;? Â says Â Andrew. Â â&#x20AC;&#x153;When Â it Â comes Â to Â creating Â a Â company Â culture, Â people Â are Â your Â greatest Â asset. Â The Â look Â of Â a Â companyâ&#x20AC;&#x2122;s Â website Â design, Â mobile Â app Â and Â advertising Â campaigns Â are Â all Â important Â but Â the Â voice Â of Â the Â companyâ&#x20AC;&#x2122;s Â employees Â is Â even Â more Â important. Â â&#x20AC;&#x153;Everyone Â in Â a Â company Â may Â not Â be Â likeminded Â so Â persuading Â those Â to Â embrace Â company Â culture Â can Â be Â tricky Â but Â the Â companies Â that Â nurture Â a Â distinct Â brand Â culture Â in Â the Â work Â place Â will Â have Â a Â distinct Â brand Â culture Â in Â the Â market-Â place. Â Every Â rebrand Â is Â followed Â by Â a Â colleague Â engagement Â plan, Â companies Â that Â focus Â on Â developing Â its Â people Â and Â relationships Â to Â work Â together Â under Â one Â roof Â will Â strengthen Â the Â companyâ&#x20AC;&#x2122;s Â identity.â&#x20AC;? As Â Sudio Â Sudarsan, Â a Â brand Â reality Â strategist Â at Â Manhattan-Âbased Â brand Â FRQVXOWLQJ Âż UP SRZHU1 FRQFOXGHV â&#x20AC;&#x153;Brand Â is Â a Â noun. Â It Â is Â a Â verb. Â It Â may Â be Â about Â what Â we Â do. Â But, Â overall, Â it Â is Â all Â about Â what Â is Â in Â the Â mind Â â&#x20AC;&#x201C; Â the Â mind Â of Â the Â consumer Â and Â the Â mind Â of Â the Â employee.â&#x20AC;?

A s i a n We a l t h M a g . c o . u k

Rising smoke Pioneers of electronic cigarettes, Taz and Umer Sheikh have paved the way for the now booming sector. Nima Suchak meets the brothers who are not ready to exhale yet.

A s i a n We a l t h M a g . c o . u k

Interview

HE SMOKING BAN SPELLED MISERY FOR THOSE THAT TREASURED THEIR NICOTINE HIT. But entrepreneurs Taz and Umer Sheikh capitalised on England going smoke-free and founded Gamucci, the 8.¶V ¿ UVW HOHFWURQLF FLJDUHWWH EUDQG “Prior to starting Gamucci I was smoking 10-20 a day depending on how stressful my day was,” says Umer as he exhales on his electronic cigarette. “But I haven’t smoked a combustible FLJDUHWWH IRU RYHU ¿ YH \HDUV QRZ ´ Announced in 2006, England became the last part of the UK to introduce legislation banning smoking in workplaces and enclosed public spaces. The aim was to reduce passive smoking, or exposure to second-hand smoke, which is known to be harmful. Umer read about a company in China that had invented an electronic cigarette, which was not available in Europe or the USA. “I managed to get the product, followed the instructions, and put it in my mouth,” he recalls. “It was an interesting experience but it broke within two hours. Disap- pointed to say the least, I ordered a replacement and it only lasted about a week.” That initial experience was a ‘light bulb’ moment. “We thought we could do better than this – and that it could potentially be the future of smoking.” Taz and Umer went to China and hired an engineering team to help them understand how electronic cigarettes worked. Over the next nine to 12 months, they worked on various prototypes and design technologies to try and make a better product than they had initially seen. “I immersed myself into the technology,” says

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Umer. Â â&#x20AC;&#x153;I Â was Â excited Â about Â the Â product, Â and Â even Â without Â an Â engineering Â back-Â ground Â â&#x20AC;&#x201C; Â needed Â to Â understand Â how Â the Â technology Â worked. Â We Â are Â creative Â and Â NQHZ ZH ZRXOG ÂżQG D ZD\ WR DFKLHYH something Â if Â we Â put Â our Â minds Â to Â it.â&#x20AC;? The Â team Â took Â the Â bare Â bones Â of Â the Â weaker Â technology Â and Â worked Â to Â integrate Â the Â atomizer Â into Â the Â nicotine Â cartridge, Â pioneering Â the Â cartomizer Â e-Âcigarette Â technology. Â Gamucci Â has Â re-Â cently Â been Â awarded Â the Â UK Â patent Â for Â its Â technology, Â which Â includes Â the Â integrated Â HOHFWURQLF FLJDUHWWH DQG FDUWRPL]HU UHÂżOO The Â brothers Â attribute Â their Â business Â ethics Â to Â their Â upbringing. Â â&#x20AC;&#x153;Our Â parents Â were Â business Â owners Â who Â ran Â a Â retail Â clothing Â business Â which Â then Â developed Â into Â wholesale Â and Â manufacturing,â&#x20AC;? Â says Â Taz. Â â&#x20AC;&#x153;From Â a Â very Â early Â age, Â it Â was Â normal Â for Â us Â to Â go Â with Â them Â on Â stock-Â buying Â trips Â to Â the Â wholesalers.â&#x20AC;? Taz Â started Â his Â career Â in Â IT Â recruitment Â and Â Umer Â followed Â in Â his Â footsteps. Â They Â ODXQFKHG WKHLU ÂżUVW EXVLQHVV YHQWXUH together Â â&#x20AC;&#x201C; Â an Â IT Â recruitment Â consultancy Â DQG VRIWZDUH GHYHORSPHQW ÂżUP 5 ,QWHU-Â

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a Â long-Âterm Â view Â so Â we Â started Â with Â the Â end Â in Â mind.â&#x20AC;? Â Gamucci Â was Â launched Â in Â 2007. Â It Â was Â one Â of Â only Â three Â global Â brands Â selling Â HOHFWURQLF FLJDUHWWHV DQG WKH ÂżUVW WR HQWHU the Â European Â market. Â All Â products Â are Â QRQ Ă&#x20AC;DPPDEOH DQG XVH PLFUR HOHFWURQLF technology Â to Â provide Â an Â alternative Â VPRNLQJ H[SHULHQFH ZLWKRXW WKH Ă&#x20AC;DPH ash, Â tar, Â and Â 4000 Â chemicals Â found Â in Â tobacco Â smoke. Â The Â brothers Â took Â the Â opportunity Â to Â launch Â the Â product Â at Â a Â trade Â show Â at Â the Â NEC Â Birmingham Â in Â February Â 2008. Â â&#x20AC;&#x153;The Â exhibitors Â were Â unsure Â whether Â to Â let Â us Â exhibit Â electronic Â cigarettes Â on Â WKH SUHPLVHV DQG LW ZDV DOVR GLIÂżFXOW IRU

Within Â 18 Â months, Â Gamucci Â products Â were Â sold Â in Â 55 Â countries Â worldwide. Â As Â with Â any Â new Â business, Â and Â particu-Â larly Â in Â any Â new Â technology, Â the Â journey Â has Â not Â been Â without Â challenge. Â â&#x20AC;&#x153;Thereâ&#x20AC;&#x2122;s Â always Â going Â to Â be Â challenges,â&#x20AC;? Â says Â Taz. Â As Â pioneers Â in Â the Â industry, Â we Â were Â the Â ÂżUVW WR IDFH WKH PDLQ REVWDFOHV LQ JURZLQJ an Â electronic Â cigarette Â brand. â&#x20AC;&#x153;As Â it Â gained Â momentum, Â we Â realised Â we Â were Â the Â victims Â of Â our Â own Â success. Â As Â a Â brand, Â Gamucci Â helped Â to Â spawn Â a Â new Â industry Â and Â many Â of Â our Â early Â dis-Â tributors Â ended Â up Â being Â brands Â in Â their Â own Â right. Â As Â the Â business Â grew, Â so Â did Â the Â competitive Â landscape,â&#x20AC;? Â he Â adds. â&#x20AC;&#x153;It Â was Â a Â real Â learning Â experience,â&#x20AC;? Â

We had no idea what the market reaction would be towards electronic cigarettes, but ...our instincts told us that this definitely was an opportunity

QDWLRQDO ZLWK RIÂżFHV LQ %DQJDORUH 7KH experience Â of Â creating Â an Â international Â business Â and Â building Â international Â teams Â proved Â to Â be Â invaluable Â in Â their Â venture Â into Â electronic Â cigarettes. Â â&#x20AC;&#x153;We Â had Â no Â idea Â what Â the Â market Â reaction Â would Â be Â towards Â electronic Â cigarettes, Â but Â having Â come Â from Â a Â busi-Â ness Â family, Â and Â having Â launched Â our Â own Â business, Â our Â instincts Â told Â us Â that Â WKLV GHÂżQLWHO\ ZDV DQ RSSRUWXQLW\ &RP-Â ing Â from Â the Â IT Â software Â service Â sector, Â we Â were Â unfamiliar Â selling Â a Â product Â like Â an Â electronic Â cigarette Â within Â the Â FMCG Â sector. Â We Â decided Â to Â invest Â in Â this Â Â business, Â and Â see Â where Â it Â went. Â We Â took Â

A s i a n We a l t h M a g . c o . u k

them Â to Â categorise Â us,â&#x20AC;? Â says Â Taz. Â Though Â they Â had Â a Â small, Â unassuming Â stand, Â by Â the Â end Â of Â the Â event, Â Gamucci Â was Â the Â talk Â of Â the Â show Â â&#x20AC;&#x201C; Â not Â just Â among Â the Â exhibitors, Â but Â also Â among Â the Â trade Â FXVWRPHUV ,W ZDV FRQÂżUPDWLRQ WKDW WKHLU concept Â had Â serious Â potential. Â Because Â of Â the Â infrastructure Â of Â their Â existing Â business, Â Taz Â and Â Umer Â were Â able Â to Â set Â up Â a Â small Â team Â of Â salespeople Â based Â in Â Bangalore Â who Â also Â acted Â as Â FXVWRPHU VHUYLFH DQG EDFN RIÂżFH RSHUD-Â tions. Â The Â business Â grew, Â not Â only Â in Â the Â hospitality Â sector, Â but Â online, Â and Â within Â the Â pharmacy Â sector. Â They Â were Â getting Â international Â enquiries Â almost Â daily. Â

says Â Umer. Â â&#x20AC;&#x153;There Â were Â pending Â regula-Â tions Â within Â the Â UK Â and Â the Â US, Â and Â because Â of Â the Â nature Â of Â the Â industry, Â we Â had Â to Â stay Â ahead Â by Â evolving Â the Â prod-Â uct. Â We Â realised Â very Â quickly Â that Â in Â order Â to Â tap Â into Â the Â mass Â market, Â we Â would Â have Â to Â bring Â the Â price Â point Â down, Â but Â DOVR ZRUNHG WR ODXQFK WKH ZRUOGÂśV ÂżUVW disposable Â electronic Â cigarette, Â an Â idea Â spurred Â by Â the Â nature Â of Â the Â US Â market.â&#x20AC;? Working Â with Â third-Âparty Â contract Â manufacturers Â and Â ensuring Â they Â would Â PDNH WKH SURGXFW WR WKHLU VSHFLÂżFDWLRQV was Â a Â huge Â challenge Â so Â they Â decided Â to Â set Â up Â their Â own Â manufacturing Â plant. Â They Â recruited Â a Â good Â team Â and Â im-Â

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Our ambitions are large, and we believe that electronic cigarettes are the future for the smoking landscape,

mersed Â themselves Â into Â the Â process Â of Â becoming Â manufacturers. Â Â â&#x20AC;&#x153;From Â 2006, Â I Â spent Â every Â other Â month Â out Â in Â China. Â We Â had Â the Â overall Â exper-Â tise Â for Â our Â contract Â manufacturers Â to Â grasp Â and Â understand Â the Â core Â processes Â of Â taking Â our Â technology Â to Â manufactur-Â ing Â on Â a Â bigger Â scale. Â But Â we Â didnâ&#x20AC;&#x2122;t Â have Â the Â expertise Â of Â setting Â up Â our Â own Â facil-Â ity Â in Â China,â&#x20AC;? Â says Â Umer. Â By Â 2011 Â the Â company Â had Â established Â its Â wholly-Âowned Â manufacturing Â facility Â in Â Shenzhen, Â China, Â at Â which Â it Â now Â employs Â more Â than Â 400 Â people. Â As Â the Â business Â grew, Â demand Â was Â increasing. Â The Â brothers Â were Â spread Â thinly Â and Â decided Â to Â graduate Â Gamucci Â from Â be-Â ing Â a Â family-Ârun Â business, Â to Â adopting Â a Â corporate Â model. Â They Â strengthened Â their Â management Â WHDP ZLWK D QXPEHU RI KLJK SURÂżOH appointments. Â CEO Â Tony Â Scanlan Â has Â worked Â in Â director Â level Â positions Â in Â big Â tobacco Â for Â over Â 20 Â years. Â They Â also Â took Â RQ D &)2 WR WDNH FRQWURO RI WKH ÂżQDQFH function, Â and Â added Â further Â senior Â level Â executives, Â a Â head Â of Â sales, Â and Â a Â CEO Â for Â US Â operations. Â Due Â to Â pending Â regu-Â lation Â within Â the Â sector, Â they Â also Â took Â on Â an Â associate Â director Â of Â corporate Â and Â regulatory Â affairs. Â â&#x20AC;&#x153;Our Â ambitions Â are Â large, Â and Â we Â believe Â that Â electronic Â cigarettes Â are Â the Â future Â for Â the Â smoking Â landscape,â&#x20AC;? Â says Â Taz. Â â&#x20AC;&#x153;We Â realise Â that Â to Â become Â a Â major Â player, Â we Â have Â to Â grow Â our Â business Â and Â to Â do Â that, Â we Â need Â investment.â&#x20AC;? Â *DPXFFL LV FXUUHQWO\ LQ WKH ÂżQDO VWDJHV of Â a Â fundraising Â exercise, Â looking Â to Â raise Â ÂŁ20m Â to Â increase Â manufacturing Â capabili-Â ties Â and Â develop Â its Â main Â markets. Â It Â is Â looking Â for Â a Â second Â round Â of Â investment Â 9-Â12 Â months Â after Â that. Â The Â team Â is Â now Â looking Â to Â manufac-Â ture Â the Â â&#x20AC;&#x2DC;next Â generationâ&#x20AC;&#x2122; Â of Â electronic Â cigarette Â and Â vapour Â devices, Â and Â also Â looking Â to Â market Â to Â the Â medical Â world Â for Â licensed Â medical Â devices. Â Though Â electronic Â cigarettes Â are Â likely Â to Â come Â under Â new Â regulation, Â WKH EURWKHUV DUH FRQÂżGHQW WKDW *DPXFFL

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is Â uniquely Â prepared Â for Â this. Â â&#x20AC;&#x153;The Â manufacturing Â side Â of Â the Â business Â comes Â under Â the Â most Â scrutiny,â&#x20AC;? Â says Â Taz. Â â&#x20AC;&#x153;Our Â facility Â only Â makes Â Gamucci Â products Â and Â as Â we Â own Â and Â manage Â that Â facility, Â we Â are Â well-Âpositioned Â to Â adapt Â to Â any Â changes Â required.â&#x20AC;? A Â few Â months Â ago, Â Gamucci Â intro-Â duced Â the Â â&#x20AC;&#x2DC;Gamucci Â Electronic Â Cigarette Â Zoneâ&#x20AC;&#x2122; Â at Â London Â Heathrow. Â Located Â DLUVLGH LW LV WKH ÂżUVW GHVLJQDWHG LQGRRU area Â where Â passengers Â can Â enjoy Â elec-Â tronic Â cigarettes. Â â&#x20AC;&#x153;We Â are Â both Â frequent Â travellers Â and Â understand Â the Â frustrations Â smokers Â have Â once Â they Â go Â through Â security. Â If Â you Â are Â a Â smoker, Â youâ&#x20AC;&#x2122;re Â stuck,â&#x20AC;? Â says Â Umer. Â â&#x20AC;&#x153;We Â are Â in Â some Â way Â allowing Â smokers Â who Â havenâ&#x20AC;&#x2122;t Â experi-Â enced Â vaping Â to Â try Â our Â productsâ&#x20AC;Śwhat Â better Â place Â than Â an Â airport Â where Â you Â canâ&#x20AC;&#x2122;t Â smoke.â&#x20AC;? Â Gamucci Â products Â are Â now Â available Â Â in Â over Â 55 Â countries Â worldwide Â and Â Â in Â 10,000 Â outlets Â in Â the Â UK Â alone, Â Â including Â stores Â such Â as Â Waitrose, Â Â Tesco Â and Â WHSmith. Â Taz Â tells Â me Â that Â they Â are Â looking Â at Â rolling Â out Â the Â vaping Â lounge Â model Â to Â other Â transport Â hubs. Â â&#x20AC;&#x153;We Â are Â the Â brainchild Â behind Â the Â electronic Â cigarette Â industry Â within Â the Â UK Â and Â honestly Â believe Â that Â within Â the Â next Â decade Â or Â so, Â traditional Â tobacco Â cigarettes Â will Â become Â obsolete,â&#x20AC;? Â he Â

RELAXING IN THE VAPING ZONE IN LONDON HEATHROWâ&#x20AC;&#x2122;S TERMINAL 4.

says. Â â&#x20AC;&#x153;People Â will Â be Â consuming Â nicotine Â through Â a Â number Â of Â different Â types Â of Â devices Â minus Â the Â tobacco. Â Currently Â electronic Â cigarettes Â are Â the Â product Â driv-Â ing Â that Â forward.â&#x20AC;? â&#x20AC;&#x153;We Â believe Â that Â the Â reason Â we Â are Â different Â is Â because Â not Â only Â do Â we Â have Â a Â good Â management Â team Â that Â mixes Â entrepreneurial Â talent Â and Â big Â brand Â tobacco,â&#x20AC;? Â adds Â Umer. Â â&#x20AC;&#x153;We Â are Â the Â only Â vertically Â integrated Â electronic Â cigarette Â brand Â where Â we Â own Â our Â manufacturing Â facility, Â have Â full Â control Â over Â our Â supply Â chain Â and Â distribution, Â and Â are Â the Â only Â company Â with Â a Â patent Â for Â the Â cartomizer Â technology. Â Fundraising Â will Â allow Â us Â to Â capitalise Â on Â these Â fundamentals Â to Â become Â a Â major Â player Â worldwide.â&#x20AC;? Â Gamucci Â has Â recently Â launched Â in Â Spain Â and Â the Â Netherlands, Â and Â is Â in Â the Â process Â of Â launching Â in Â Russia. Â The Â brothers Â are Â now Â looking Â forward Â to Â launching Â in Â India. Â â&#x20AC;&#x153;India Â is Â a Â huge Â op-Â portunity,â&#x20AC;? Â says Â Taz. Â â&#x20AC;&#x153;The Â USA Â and Â the Â UK Â are Â a Â core Â focus, Â but Â India Â could Â be Â largest Â electronic Â cigarette Â market Â in Â the Â future.â&#x20AC;? Â Â gamucci.com

With the surge in popularity of marketing through social media and online formats, one might be forgiven for believing that the only way to get your brand the coverage it deserves is through websites. However, as Andrew Stone finds out, traditional advertising still has some way to go before the party is over.

ADVERTISING IS DEAD?

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Advertising

HE Â INTERNET Â HAS Â KILLED Â TRADITIONAL Â ADVERTISING. Â Traditional Â ads Â canâ&#x20AC;&#x2122;t Â be Â measured. Â Young Â people Â hate Â being Â sold Â to. Â Everything Â is Â now Â all Â about Â word Â of Â mouth Â and Â itâ&#x20AC;&#x2122;s Â all Â free Â anyway. Â That, Â at Â least, Â is Â the Â received Â wisdom Â youâ&#x20AC;&#x2122;ll Â hear Â these Â days Â when Â it Â comes Â to Â marketing Â your Â products Â or Â services Â or Â building Â a Â brand. Â And Â there Â is Â no Â doubt Â that Â the Â advent Â of Â the Â internet Â and Â social Â media Â have Â changed Â the Â game. Â They Â have Â challenged Â traditional Â advertising Â and Â massively Â added Â to Â the Â armoury Â or Â marketing Â weapons Â that Â businesses Â can Â use. But Â reports Â of Â the Â death Â of Â advertis-Â ing Â have Â been Â greatly Â exaggerated Â and Â traditional Â advertising Â mediums Â still Â have Â a Â powerful Â reach. Â A Â report Â from Â US Â advertising Â company Â MRI, Â for Â instance, Â found Â that Â magazines Â hold Â the Â biggest Â LQĂ&#x20AC; XHQFH RYHU FRQVXPHUV Itâ&#x20AC;&#x2122;s Â counterintuitive Â to Â think Â that Â online Â advertising Â is Â not Â always Â the Â most Â effec-Â tive Â medium Â but Â print Â has Â a Â tangibility Â that Â appeals Â to Â many Â consumers, Â giving Â it Â longer Â life Â as Â they Â are Â passed Â on Â to Â QHZ UHDGHUV VD\V 86 PDUNHWLQJ Âż UP Mcdaniels. â&#x20AC;&#x153;Magazines Â offer Â possibilities Â for Â incisive Â targeting, Â by Â geography, Â hobby, Â profession, Â interest Â and Â more, Â as Â well Â as Â high-Âquality Â advertising Â thanks Â to Â high-Â quality Â production. Â Tendencies Â toward Â keeping Â magazines Â as Â a Â reference, Â keep-Â sake Â or Â simply Â for Â future Â reading Â pleasure Â give Â them Â an Â extended Â shelf Â life Â hard Â to Â match,â&#x20AC;? Â it Â states. This Â is Â all Â backed Â up Â by Â research Â from Â software Â company Â Adobeâ&#x20AC;&#x2122;s Â recent Â Click Â Here: Â State Â of Â Online Â Advertis-Â ing Â study, Â which Â found Â consumers Â still Â prefer Â traditional Â print, Â TV Â and Â outdoor Â advertising Â to Â newer Â online Â channels. Â Print Â magazines Â were Â voted Â the Â most Â SRSXODU DGYHUWLVLQJ PHGLXP RI WKH SROO LQ WKH 8. DKHDG RI 79 DGV DQG ZHEVLWHV

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â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

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Advertising The Â good Â news Â for Â entrepreneurs Â and Â owner Â or Â managers Â of Â growing Â busi-Â nesses Â is Â that Â they Â are Â likely Â to Â get Â more Â from Â their Â advertising Â spend Â whether Â online, Â in Â print Â or Â broadcast Â than Â larger Â ULYDOV $ UHSRUW FRQGXFWHG IRU WKH UK Â Advertising Â Association Â found Â that Â VSHQGLQJ DQ DGGLWLRQDO Â&#x2026; RQ DGYHUWLVLQJ ZRXOG EHQHÂżW DQ 60( QHDUO\ HLJKW WLPHV as Â much Â relative Â to Â its Â size Â as Â an Â equiva-Â OHQW Â&#x2026; VSHQW E\ D ODUJHU EXVLQHVV In Â fact, Â a Â lack Â of Â investment Â in Â ad-Â vertising Â could Â even Â be Â holding Â SMEs Â EDFN 7KH\ DFFRXQW IRU RQO\ RI WRWDO UK Â advertising Â spend, Â even Â though Â they Â FRQWULEXWH QHDUO\ RI 8. WXUQRYHU The Â report Â suggested Â that Â using Â advertis-Â ing Â could Â help Â to Â raise Â UK Â SME Â exports Â WR WKH (8 DQG DGG Â&#x2026; EQ WR WKH HFRQRP\ â&#x20AC;&#x153;The Â research Â strongly Â suggests Â that Â small, Â high-Âgrowth-Âpotential Â businesses Â are Â under Â investing,â&#x20AC;? Â says Â Ian Â Barber Â Â a Â spokesman Â for Â the Â Advertising Â Â Association. Â

he Â survey Â found Â that Â SMEs Â which Â adver-Â tise Â are Â more Â likely Â to Â achieve Â growth, Â yet Â many Â are Â understandably Â held Â back Â by Â concerns Â over Â cost Â and Â the Â pros-Â pect Â of Â getting Â a Â return Â on Â investment. Â Two-Â WKLUGV RI 60(V which Â do Â not Â advertise Â believe Â that Â advertis-Â ing Â is Â â&#x20AC;&#x153;too Â expensiveâ&#x20AC;? Â and Â additionally, Â EHOLHYH LW LV ÂłÂżQDQFLDOO\ ULVN\Â´ Fewer Â than Â one-Âthird Â of Â SMEs Â invest Â in Â any Â form Â of Â advertising Â and Â even Â DPRQJ EXVLQHVVHV ZLWK PRUH WKDQ Â&#x2026; P WXUQRYHU IHZHU WKDQ RQH LQ WZR currently Â advertise. <HW WKH ÂżJXUHV VXJJHVW WKDW WKRVH WKDW GR LQYHVW DUH EHQHÂżWWLQJ +LJK JURZWK SMEs Â are Â more Â likely Â to Â advertise Â and Â RI 60(V WKDW KDYH DGYHUWLVHG VD\ LW was Â a Â success, Â the Â survey Â found. It Â suggests Â that Â companies Â which Â simply Â try Â to Â market Â their Â services Â to Â customers Â via Â social Â media Â are Â missing Â out. Â While Â it Â is Â true Â that Â social Â media Â offer Â ways Â to Â reach Â customers Â easily Â and Â inexpensively, Â this Â is Â nothing Â new, Â adds Â Ian Â Barber. Â â&#x20AC;&#x153;There Â have Â always Â been Â free Â media Â opportunities Â using Â boards, Â company Â vehicles, Â shop Â windows.â&#x20AC;? Â If Â free Â media Â is Â nothing Â new Â and Â yet Â advertising Â still Â worked Â in Â the Â days Â

A s i a n We a l t h M a g . c o . u k

before Â digital Â media Â that Â suggests Â it Â still Â has Â its Â place Â now. Â In Â fact, Â it Â can Â offer Â even Â better Â value Â today, Â says Â Ian. Â â&#x20AC;&#x153;What Â is Â different Â today Â is Â the Â cost Â of Â advertis-Â ing. Â The Â entry Â cost Â into Â a Â more Â strategic Â paid-Âfor Â ad Â or Â media Â campaign Â is Â lower Â than Â it Â used Â to Â be, Â even Â for Â mainstream Â media Â like Â radio Â and Â TV, Â while Â the Â cost Â of Â online Â advertising Â is Â extremely Â low Â and Â extremely Â targeted.â&#x20AC;? Many Â high-Âgrowth Â SMEs Â have Â had Â success Â with Â low-Âcost Â and Â local Â adver-Â tising Â including Â radio Â and Â newspapers Â which Â offer Â an Â opportunity Â to Â attract Â a Â UHJLRQDOO\ VSHFLÂżF DXGLHQFH RU RQOLQH pay-Âper-Âclick Â services Â that Â allow Â them Â to Â monitor Â their Â advertising Â closely. Advertising Â creates Â and Â sustains Â relationships Â between Â consumers Â and Â companies. Â It Â informs Â consumers Â about Â existing Â products Â and Â innovations, Â help-Â ing Â the Â best Â ideas, Â products Â and Â brands Â to Â

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

succeed. Â It Â helps Â companies Â to Â commu-Â nicate Â their Â prices Â and Â products, Â allowing Â people Â to Â make Â informed Â choices Â about Â who Â they Â buy Â from Â and Â at Â what Â price. Â It Â also Â still Â plays Â an Â important Â role Â in Â helping Â businesses Â build Â their Â brands Â and Â differentiate Â their Â products. Â It Â can Â also Â play Â a Â key Â role Â for Â SMEs Â looking Â to Â enter Â new Â overseas Â markets, Â in Â particular, Â sup-Â porting Â market Â entry Â and Â helping Â to Â build Â larger Â market Â shares. So Â how Â do Â businesses Â decide Â whether Â to Â advertise Â and Â how Â do Â they Â make Â the Â most Â of Â their Â advertising Â when Â they Â do Â spend Â on Â it? Â The Â key Â is Â to Â create Â a Â coherent Â and Â considered Â plan, Â says Â the Â Advertising Â Associationâ&#x20AC;&#x2122;s Â Ian Â Barber. Â SMEs Â fail Â to Â extract Â the Â maximum Â value Â from Â their Â campaigns Â when Â they Â are Â designing Â each Â advert Â in Â isolation Â and Â where Â they Â donâ&#x20AC;&#x2122;t Â measure Â the Â results Â of Â their Â advertising. Â

While it is true that social media offer ways to reach

customers easily and inexpensively,

this is nothing new.

A s i a n We a l t h M a g . c o . u k

Failing Â to Â do Â this Â makes Â it Â more Â Â GLIÂżFXOW IRU WKHP WR FDOFXODWH DQ DFFXUDWH return Â on Â investment Â and Â harder Â for Â them Â WR LPSURYH DQG UHÂżQH WKHLU FDPSDLJQV over Â time. Among Â SMEs Â that Â advertise, Â the Â ones Â that Â achieve Â the Â best Â results Â are Â the Â ones Â that Â use Â multiple Â advertising Â channels Â and Â which Â develop Â a Â structured Â cam-Â paign, Â rather Â than Â relying Â on Â an Â Â occasional Â advert Â or Â just Â using Â one Â Â FKDQQHO 7KH RI DOO 60(V WKDW Â believe Â their Â advertising Â has Â been Â a Â Â VXFFHVV ULVHV WR IRU WKRVH ZKR KDYH a Â structured Â multi-Âchannel Â campaign. â&#x20AC;&#x153;The Â report Â shows Â that Â when Â they Â get Â advice Â and Â put Â in Â place Â multi-Âchannel Â campaigns, Â their Â advertising Â is Â more Â Â effective,â&#x20AC;? Â says Â Ian. Deciding Â whether Â to Â spend Â on Â Â advertising Â and Â how Â to Â do Â it Â must Â also Â be Â informed Â by Â a Â wider Â and Â carefully Â thought Â out Â marketing Â strategy, Â says Â marketing Â and Â brand Â expert Â Paul Â Bay, Â of Â consultancy Â Citizen Â Bay. â&#x20AC;&#x153;There Â will Â always Â be Â a Â place Â for Â the Â advertising Â message. Â The Â power Â of Â Â effective Â advertising Â is Â in Â the Â way Â it Â can Â help Â to Â trigger Â a Â rethinking Â about Â a Â par-Â ticular Â brand Â and Â build Â awareness Â rapidly Â but Â it Â has Â to Â justify Â itself Â more Â than Â ever,â&#x20AC;? Â says Â Paul. â&#x20AC;&#x153;People Â have Â the Â power Â to Â seek Â infor-Â mation Â about Â products Â and Â services, Â pric-Â ing Â promotions Â and Â quality. Â The Â old Â style Â business Â funnel Â from Â awareness Â to Â clos-Â ing Â a Â sale Â is Â not Â really Â around Â anymore. Â More Â than Â ever Â before Â it Â is Â about Â what Â people Â say Â about Â your Â product Â online, Â so Â advertising Â has Â to Â be Â challenged Â at Â more Â levels Â now.â&#x20AC;?

ach Â advertising Â medium Â has Â to Â be Â challenged Â about Â the Â EHQHÂżWV LW ZLOO RIIHU Magazines Â must Â Â demonstrate Â knowl-Â edge Â of Â how Â their Â readers Â react Â to Â the Â ads Â in Â them Â and Â websites Â must Â be Â able Â to Â justify Â what Â their Â ads Â will Â return. But Â before Â any Â marketing Â activ-Â ity Â takes Â place, Â and Â especially Â before Â embarking Â on Â an Â ad Â campaign, Â it Â must Â be Â underpinned Â by Â some Â research Â on Â your Â customers Â that Â offers Â you Â insights Â about Â them, Â explains Â Paul. Â Â Finding Â out Â what Â people Â are Â saying Â to Â

A s i a n We a l t h M a g . c o . u k

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

Advertising

People have the power to seek information about products and services, pricing promotions and quality.

each Â other Â about Â your Â sector, Â products Â or Â competitors Â can Â be Â free, Â relatively Â simple Â and Â will Â offer Â a Â wealth Â of Â insights. Â â&#x20AC;&#x153;Analysing Â what Â people Â are Â saying Â to Â each Â other Â gives Â you Â an Â amazing Â insight Â into Â what Â makes Â people Â tick. Â Start Â with Â customer Â insights Â whether Â thatâ&#x20AC;&#x2122;s Â from Â people Â coming Â into Â the Â shop, Â from Â your Â sales Â team Â or Â in Â online Â surveys,â&#x20AC;? Â Â advises Â Paul. â&#x20AC;&#x153;They Â will Â give Â you Â amazing Â nuggets Â from Â that Â can Â work Â out Â the Â best Â forms Â of Â reaching Â them. Â Itâ&#x20AC;&#x2122;s Â all Â about Â building Â long-Âterm Â customer Â relationships Â and Â revenues. Â Focus Â on Â that Â bit Â and Â every-Â thing Â else Â will Â fall Â into Â place.â&#x20AC;? Once Â youâ&#x20AC;&#x2122;ve Â done Â this, Â getting Â the Â mix Â of Â â&#x20AC;&#x153;earned, Â owned Â and Â paid-Âforâ&#x20AC;? Â market-Â ing Â is Â important. Â Owned Â marketing Â is Â the Â effort Â you Â put Â into Â your Â own Â assets Â in-Â cluding Â your Â website Â and Â physical Â space Â -Â Â shop Â windows Â and Â displays, Â earned Â marketing Â is Â the Â conversations Â others Â are Â having Â about Â your Â product Â between Â themselves, Â and Â paid-Âfor Â is Â advertising. Keep Â trying, Â testing Â and Â measuring Â to Â ÂżQG WKH ULJKW PL[ RI WKHVH WKUHH IRU \RXU

business, Â says Â Paul. Â â&#x20AC;&#x153;For Â one Â company Â Facebook Â might Â work, Â for Â another Â it Â will Â EH DQ ROG VFKRRO SULQW DG <RX RQO\ ÂżQG out Â by Â testing.â&#x20AC;? Measure Â the Â response Â to Â the Â campaign Â LQ WHUPV RI KDUG QXPEHUV FODVVLF PHGLD metrics Â like Â the Â number Â of Â website Â clicks Â LW JHQHUDWHG EXW DOVR SHRSOHÂśV HPRWLRQDO response, Â says Â Paul. Â Did Â they Â like Â it? Â Â Did Â it Â make Â them Â rethink Â your Â busi-Â ness? Â You Â can Â pick Â that Â up Â in Â the Â social Â space Â or Â when Â your Â sales Â teams Â speak Â to Â customers. Having Â a Â common Â sense Â attention Â to Â detail Â will Â also Â help Â you Â get Â the Â most Â from Â an Â ad Â campaign, Â says Â Paul. Â Think Â about Â the Â journey Â you Â want Â a Â customer Â to Â take Â when Â they Â respond Â to Â an Â ad Â and Â make Â it Â an Â easy Â one. Â Make Â sure Â web Â links Â on Â the Â ad Â take Â customers Â to Â the Â relevant Â SDJH ZKLFK LV RIWHQ QRW \RXU KRPH SDJH Make Â ads Â simple Â and Â uncluttered. Â Â Effective Â use Â of Â things Â like Â font Â and Â Â colour Â will Â aid Â clarity, Â says Â Paul. Â Â â&#x20AC;&#x153;Simplicity Â works Â and Â all Â too Â often Â Â we Â over-Âcomplicate Â things.â&#x20AC;?

{ {

TEN OF THE BEST

advertising campaigns

Viral, print or TV, featuring cute characters or record-breaking stunts, nobody forgets a good advertising campaign. Andrew Stone looks back through history at ten of the best marketing campaigns which have benefitted the companyâ&#x20AC;&#x2122;s revenue, value or market share. 82

A s i a n We a l t h M a g . c o . u k

Ten of the best

DE BEERS

â&#x20AC;&#x153;A Â diamond Â is Â foreverâ&#x20AC;? Used Â by Â diamond Â giant Â De Â Beers Â in Â HYHU\ FDPSDLJQ VLQFH WKLV Â elegant Â phrase Â established Â diamonds Â Â as Â a Â token Â of Â enduring Â love Â and Â of Â Â betrothal. Â Its Â success Â is Â hard Â to Â Â overstate; Â the Â ad Â basically Â created Â Â the Â market Â and Â became Â part Â of Â the Â cul-Â ture Â and Â language, Â celebrated Â in Â Â VRQJ DQG ÂżOP

RED BULL

Felix Â Baumgartner Â stunt As Â daredevil Â Felix Â Baumgartner Â Â SOXPPHWHG PLOHV WR HDUWK ODVW Â year Â in Â his Â record-Âbreaking Â freefall Â Â from Â the Â edge Â of Â space, Â his Â sponsor Â Â Red Â Bull Â notched Â up Â its Â single Â most Â Â

A s i a n We a l t h M a g . c o . u k

effective Â high-Âadrenaline Â marketing Â coup. Â The Â event Â was Â said Â to Â have Â Â instantly Â added Â tens Â of Â millions Â of Â Â dollars Â to Â the Â brand.

NIKE

â&#x20AC;&#x153;JUST Â DO Â ITâ&#x20AC;? The Â simple Â slogan Â transformed Â Â Nikeâ&#x20AC;&#x2122;s Â ability Â to Â sell Â to Â men Â and Â women Â of Â all Â ages. Â In Â the Â decade Â after Â Nike Â ODXQFKHG WKH ÂżUVW DG ZLWK WKH VORJDQ LW increased Â its Â North Â American Â market Â VKDUH IURP WR DQG ZRUOG ZLGH VDOHV IURP XQGHU EQ WR PRUH Â WKDQ EQ

VOLKSWAGEN

â&#x20AC;&#x153;Think Â Smallâ&#x20AC;? ,Q WKH V 9: 86$ ZDV VWUXJJOLQJ WR

sell Â its Â Beetle Â â&#x20AC;&#x201C; Â an Â odd Â looking Â small Â Â car Â designed Â in Â Nazi-Âera Â Germany Â Â compared Â to Â the Â luxury Â all-ÂAmerican Â chrome Â gas Â guzzlers Â on Â sale Â at Â the Â time. Â The Â minimalistic Â Think Â Small Â Â print Â campaign Â boosted Â sales, Â helped Â build Â lifetime Â brand Â loyalty Â among Â Â buyers Â and Â laid Â the Â way Â for Â a Â new Â style Â of Â advertising.

APPLE

â&#x20AC;&#x153;Get Â a Â Macâ&#x20AC;? The Â entertaining Â and Â extensive Â series Â RI DGV DLUHG EHWZHHQ DQG elegantly Â and Â amusingly Â highlighted Â the Â simplicity Â of Â the Â user Â experience Â of Â Macs Â compared Â to Â PCs Â featuring Â a Â comic Â duo Â personifying Â each Â machine. Â $SSOHÂśV PDUNHW VKDUH JUHZ E\ Â during Â and Â after Â the Â campaign. Â

The fragrant scent from an

English Rose in regent’s park

Strawberries and Cream

at Wimbledon

A cold, crisp Ginger Beer

at your favourite Pub Afternoon Tea

in one of London’s

finest hotels

Salt & Vinegar

on your chips

Jour ney into some of Britain’s iconic flavour combinations at lond on ch o c.com Also available at Har rods A s i a n We a l t h M a g . c o . u k

A d D e s igned by: am ove o.tv

Gin & Tonic at a swanky night club

Best before: anyone else gets home.

â&#x20AC;&#x2DC;â&#x20AC;&#x2DC;

Chocolate and Vanilla Cheesecake.

It paid for itself nearly six times over and tripled the value of Radley in less than two years.

TOURISM QUEENSLAND

â&#x20AC;&#x153;Best Â Job Â in Â the Â Worldâ&#x20AC;?

A Â massive Â hit Â because Â it Â encouraged Â everyone Â to Â imagine Â what Â it Â would Â be Â like Â to Â be Â paid Â Â to Â spend Â time Â on Â a Â tropical Â island Â in Â the Â Great Â Barrier Â Reef, Â Tourism Â Queenslandâ&#x20AC;&#x2122;s Â Best Â Job Â in Â the Â World Â campaign Â secured Â massive Â press Â FRYHUDJH ZRUOGZLGH JHQHUDWLQJ P in Â global Â publicity Â value. Â

RADLEY

â&#x20AC;&#x153;Truly Â Radley Â Deeplyâ&#x20AC;? A Â guerilla Â ad Â and Â PR Â campaign Â Â enabled Â the Â British Â handbag Â maker Â to Â Â JHW WDONHG DERXW E\ FXVWRPHUV DQG LQĂ&#x20AC;X-Â ential Â fashion Â buyers. Â It Â paid Â for Â itself Â

A s i a n We a l t h M a g . c o . u k

nearly Â six Â times Â over Â and Â tripled Â the Â Â value Â of Â Radley Â in Â less Â than Â two Â years. Â Not Â a Â global Â classic Â but Â a Â great Â example Â of Â the Â effective Â use Â of Â small Â budgets. Â

REESEâ&#x20AC;&#x2122;S PIECES

ET Â the Â Movie 5HHVHÂśV 3LHFHV VDOHV URVH DIWHU Â the Â brand Â was Â famously Â and Â memorably Â PHQWLRQHG LQ WKH ÂżOP (7 ,W ZDV D Â product Â placement Â opportunity Â rival Â confectioner Â M&Ms Â turned Â down Â to Â its Â enduring Â regret.

HAXAN FILMS

â&#x20AC;&#x153;Blair Â Witch Â Projectâ&#x20AC;? &RVWLQJ MXVW WR VKRRW WKH VPDVK KLW %ODLU :LWFK 3URMHFW KRUURU

PRYLH WRRN P LQ VDOHV WKDQNV LQ great Â part Â to Â a Â series Â of Â low-Âcost Â Â missing Â person Â style Â ads Â and Â online Â Â message Â board Â postings Â that Â helped Â Â FRQYLQFH SHRSOH WKDW WKH ÂżOP ZDV Â true. Â One Â of Â the Â earliest Â and Â still Â Â most Â successful Â â&#x20AC;&#x2DC;viralâ&#x20AC;&#x2122; Â online Â Â campaigns.

GĂ&#x153;

â&#x20AC;&#x153;Give Â in Â to Â a Â GĂ&#x153;â&#x20AC;? $QRWKHU VPDOO VFDOH KLW WKH Â premium Â dessert Â campaign Â brilliantly Â targeted Â affordable Â everyday Â luxury Â Â treats Â at Â recession Â hit Â consumers. Â Â The Â campaign Â achieved Â a Â return Â of Â Â Â&#x2026; IRU HYHU\ Â&#x2026; VSHQW ERRVWLQJ Â UHYHQXHV E\ Â&#x2026; P DQG KHOSHG *Â GRXEOH sales Â within Â three Â years.

Maseratiâ&#x20AC;&#x2122;s 86

A s i a n We a l t h M a g . c o . u k

On The Road

Inspired and encouraged by the considerable success of the GranTurismo MC Stradale, the new Maserati GranCabrio MC completes the open-top range with a sporty and aggressive look.

NEWEST FAMILY MEMBER A s i a n We a l t h M a g . c o . u k

A s i a n We a l t h M a g . c o . u k

HE Â NEW, Â SPORTY Â LOOK Â OF Â THE Â GRANCABRIO Â MC Â can Â be Â seen Â in Â each Â stylistic Â element Â of Â its Â bodywork. Â Inspired Â directly Â by Â the Â cars Â of Â the Â Maserati Â Trofeo Â MC Â World Â Series Â and Â the Â GT4 Â version, Â the Â new Â design Â perfectly Â blends Â sportiness, Â dy-Â namism, Â the Â search Â for Â aerodynamic Â perfection, Â elegance Â and Â style. Â These Â stylistic Â elements Â are Â already Â partly Â characterised Â in Â the Â GranTurismo Â MC Â Stradale Â and Â the Â GranTurismo Â Sport, Â and Â seamlessly Â unite Â form Â and Â function. The Â car Â has Â a Â front Â end Â inspired Â directly Â by Â the Â MC Â Stradale, Â DGRSWLQJ D SURÂżOH GHVLJQHG WR RSWLPLVH WKH DHURG\QDPLF OLIW DQG Ă&#x20AC;RZ 7KHVH GLIIHU IURP WKRVH RQ RWKHU YHUVLRQV RI WKH *UDQ-Â Cabrio Â due Â to Â the Â increased Â car Â length Â and Â other Â aerodynamic Â elements Â at Â the Â rear Â end. Â The Â bonnet Â incorporates Â two Â generous Â air Â outlets Â at Â the Â centre Â WR RSWLPLVH FRROLQJ RI WKH SRZHUIXO 9 DQG WZR PRUH DLU RXWOHWV to Â cool Â down Â the Â brake Â discs Â have Â also Â been Â added Â to Â the Â two Â front Â wings. Â Initially Â introduced Â on Â the Â GranTurismo Â Sport Â the Â new Â Â headlights, Â which Â adopt Â LEDs Â for Â the Â daytime Â running Â light Â function, Â complete Â the Â new Â look Â of Â the Â GranCabrio Â MC. Â Though Â they Â maintain Â the Â external Â shape Â seen Â on Â the Â other Â three Â versions Â in Â the Â GranCabrio Â range, Â the Â new Â headlights Â adopt Â the Â most Â modern Â technology, Â perfectly Â enhanced Â with Â an Â extremely Â sporty Â look Â thanks Â to Â the Â matt Â black Â colour Â of Â the Â structure. Â The Â rear Â is Â characterised Â by Â the Â large Â spoiler, Â for Â greater Â Â negative Â lift Â at Â high Â speeds. Â Inside Â the Â spoiler, Â built Â into Â the Â Â luggage Â compartment, Â is Â the Â third Â brake Â light. Â The Â standard Â ver-Â sion Â comes Â in Â the Â same Â colour Â as Â the Â body Â and Â it Â is Â also Â avail-Â able, Â within Â the Â various Â car Â customisation Â packages, Â with Â Â

A s i a n We a l t h M a g . c o . u k

D FDUERQ ÂżQLVK The Â bumper Â has Â been Â completely Â redesigned Â at Â the Â bottom Â to Â make Â the Â new Â model Â even Â sportier Â and Â at Â the Â same Â time Â ensure Â RSWLPDO DHURG\QDPLF HIÂżFLHQF\ 7KH FLUFXODU H[KDXVWV KDYH EHHQ PRYHG WR WKH FHQWUH RI WKH EXPSHU DQG WKH VSHFLÂżF OD\RXW of Â the Â air Â ducts, Â built Â into Â the Â lower Â part Â of Â the Â bumper, Â ensure Â JUHDWHU VWUHDPOLQLQJ VWDELOLVLQJ WKH DLU Ă&#x20AC;RZ IURP WKH XQGHUERG\ $V ZLWK WKH PRVW VSRUW\ *UDQ7XULVPR LQ WKH UDQJH WKH *UDQ7XULVPR 6SRUW WKH *UDQ&DEULR 0& DOVR DGRSWV WKH QHZ OLWUH 9 HQJLQH ZKLFK GHOLYHUV N: +3 WRJHWKHU ZLWK VXEVWDQWLDO WRUTXH RI 1P DW USP 7KH SLVWRQV SRVLWLRQHG DW DQ DQJOH RI Â&#x192; DUH PDGH RI UHLQ-Â forced, Â hardened Â aluminium, Â as Â is Â the Â engine Â block. Â The Â crank-Â VKDIW ZLWK ÂżYH SRLQW EDODQFLQJ LV PDGH RI KLJK VWUHQJWK VWHHO The Â timing Â system, Â with Â two Â chains Â per Â bank, Â features Â dual Â variable Â valve Â timing. Â The Â new Â power Â unit, Â in Â combination Â with Â the Â MC Â Auto Â Shift Â transmission, Â is Â now Â able Â to Â propel Â the Â GranCabrio Â MC, Â in Â FORVHG VRIW WRS FRQÂżJXUDWLRQ WR D WRS VSHHG RI NP K ZLWK DFFHOHUDWLRQ RI WR NP K LQ VHFRQGV The Â Maserati Â GranCabrio Â MC Â is Â available Â for Â ÂŁ111,745. Â Â For Â dealer Â information Â go Â to Â Maserati.co.uk.

gem THE UKâ&#x20AC;&#x2122;S NO 1

With the winter rain battering at his door, Varun Sharma did not have to tread too far afield to find this monthâ&#x20AC;&#x2122;s luxury hideaway.

THE Â GREAT Â BRITISH Â WEATHER Â has Â put Â me Â on Â tenterhooks Â and Â I Â am Â â&#x20AC;&#x201C; Â almost Â on Â a Â daily Â basis Â â&#x20AC;&#x201C; Â subjected Â to Â that Â very Â unnerving Â choice Â between Â Âż JKW RU Ă&#x20AC; LJKW )LJKW Âą DQG VWD\ LQ WKH 8. DQG VHH ZKDW WKH FRXQWU\ ORRNV OLNH XQGHUZDWHU RU FKRRVH WR Ă&#x20AC; \ VRPHZKHUH Âą DQ\ZKHUH Âą ZKHUH WKHUH LV little Â precipitation Â and Â a Â big Â pot Â of Â glorious, Â hot Â sunshine. While Â the Â latter Â is Â the Â obvious Â and Â saner Â option, Â I Â decided Â a Â few Â week-Â ends Â ago Â to Â escape Â to Â the Â Cotswolds Â â&#x20AC;&#x201C; Â one Â of Â the Â more Â famous Â luxury Â country Â destinations. Model Â Kate Â Moss, Â actress Â Kate Â Winslet Â and Â fashion Â designer Â Stella Â McCartney Â have Â all Â made Â homes Â in Â this Â area Â of Â England Â because Â of Â its Â FORVH SUR[LPLW\ WR /RQGRQ WKH VWXQQLQJ FRXQWU\VLGH VHFRQG RQO\ WR 'RUVHW

A s i a n We a l t h M a g . c o . u k

Travel

THE ROLLING COTSWOLDS HILLS ATTRACT THE GREAT AND GOOD FROM LONDON ON A REGULAR BASIS FOR A WEEKEND BREAK

A s i a n We a l t h M a g . c o . u k

THE DECOR AT NO 1 OAK HOUSE IS ECLECTIC AND BOLD

LQ P\ ERRN DQG OLNH %HYHUO\ +LOOV FHOHEV OLNH WR EH LQ FORVH proximity Â to Â their Â own Â â&#x20AC;&#x153;kindâ&#x20AC;?. Â It Â is Â also Â worth Â pointing Â out Â that Â the Â likes Â of Â Jane Â Austen, Â William Â Shakespeare Â and Â Gustav Â Holst Â had Â connections Â to Â the Â area. 7KH &RWVZROGV DUH D UDQJH RI KLOOV LQ VRXWK VRXWK ZHVW Â England Â and Â take Â in Â the Â counties Â of Â Gloucestershire, Â Oxford-Â shire, Â Worcestershire, Â Warwickshire, Â Wiltshire Â and Â parts Â of Â Somerset. Â But Â the Â name Â now Â represents Â an Â area Â synonymous Â with Â a Â luxury Â lifestyle. There Â are Â many Â â&#x20AC;&#x153;famousâ&#x20AC;? Â towns Â and Â villages Â in Â the Â Cotswolds Â including Â Chipping Â Campden, Â Chipping Â Norton, Â Cirencester Â and Â Broadway Â but Â on Â my Â wee Â sojourn Â I Â headed Â to Â Tetbury, Â home Â to Â Prince Â Charlesâ&#x20AC;&#x2122; Â Highgrove Â Estate.

A s i a n We a l t h M a g . c o . u k

I Â left Â my Â home Â under Â dark Â skies Â and Â imminent Â doom Â and Â by Â WKH WLPH , DUULYHG RXWVLGH 2DN +RXVH 1R WKH VXQ ZDV VKLQLQJ the Â sky Â was Â blue, Â the Â air Â was Â fresh Â and Â I Â could Â feel Â that Â I Â was Â about Â to Â enjoy Â a Â special Â couple Â of Â days. 7HWEXU\ PDGH LWV IRUWXQH LQ WKH WK FHQWXU\ IURP WKH ZRRO WUDGH $ VWXQQLQJ WRZQ ZDV HUHFWHG ÂżOOHG ZLWK LPSUHVVLYH EXLOG-Â ings Â that Â were Â visibly Â constructed Â to Â stand Â the Â test Â of Â time. Sitting Â on Â the Â townâ&#x20AC;&#x2122;s Â most Â opulent Â square Â sits Â a Â grandiose Â WK FHQWXU\ WRZQKRXVH WKDW IURP WKH RXWVLGH ORRNV OLNH LW LV ÂżW for Â a Â King, Â and Â on Â the Â inside Â The Â King Â of Â Rock Â and Â Roll. Oak Â House Â has Â just Â four Â bedrooms Â and Â is Â the Â smallest Â bou-Â WLTXH SURSHUW\ % % KRWHO , KDYH HYHU UHYLHZHG ,W ZDV RSHQHG LQ DIWHU IRXU \HDUV RI GHVLJQ %XW DV ZLWK PDQ\ VPDOO

/RQGRQÂ¶V $ZDUG ZLQQLQJ ,QGHSHQGHQW +RWHO *URXS

17 Â London Â locations Â 2000 Â luxury Â guest Â rooms Â and Â suites 2000 Â plus Â capacity Â in Â state-Âof-Âthe-Âart Â conference Â and Â events Â spaces )RU HQTXLULHV SOHDVH FRQWDFW XV 7 _ ( UHVHUYDWLRQV#JUDQJHKRWHOV FRP ZZZ JUDQJHKRWHOV FRP

A s i a n We a l t h M a g . c o . u k

IN ASSOCIATION WITH PREMIER

HAWAII AND THE GREAT US OF A THE FOUR BEDROOMS MATCH TRADITIONAL FURNISHINGS WITH INROOM TECHNOLOGY

things, Â there Â is Â so Â much Â to Â say. It Â is Â owned Â by Â Gary Â and Â Nicola Â King. Â They Â have Â lived Â and Â travelled Â everywhere Â in Â the Â world. Â They Â have Â stayed Â in Â as Â many Â luxury Â hotels Â as Â anyone Â I Â know. Â They Â love Â their Â art Â ERWK PRGHUQ :DUKRO DQG FODVVLFDO 7KH\ KDYH WDVWH 7KH\ have Â class. Â They Â can Â cook Â an Â amazing Â breakfast. Â They Â have Â a Â superb Â dog Â called Â Woody. Â They Â understand Â service. Â If Â I Â were Â an Â hotelier Â and Â wanted Â to Â go Â it Â alone, Â the Â Kings Â would Â be Â my Â inspiration. Each Â of Â the Â four Â bedrooms Â is Â tastefully Â decorated Â with Â ODUJH FRPIRUWDEOH EHGV LQ URRP WHFKQRORJ\ WKDW ZRUNV beautiful Â but Â practical Â furniture, Â homely Â bathrooms Â and Â yes Â â&#x20AC;&#x201C; Â that Â wonderful Â feeling Â that Â you Â are Â staying Â in Â your Â richest Â and Â classiest Â friendâ&#x20AC;&#x2122;s Â home. , VWD\HG LQ WKH &DYDOLHU 5RRP ZKLFK FDQ VOHHS XS WR IRXU JXHVWV Âą VXUHO\ WKH ÂłVH[LHVWÂ´ KRWHO URRP LQ WKH ZRUOG I Â could Â have Â explored Â the Â nearby Â attractions Â and Â I Â could Â have Â taken Â long Â country Â strolls Â but Â instead Â I Â stayed Â in Â my Â room, Â drank Â fantastic Â red Â wine, Â took Â long Â baths, Â enjoyed Â the Â peace Â and Â tranquillity Â of Â my Â surroundings Â and Â contemplated. ,I P\ OLIH ZHUH ÂżOOHG ZLWK WKH FRPSDQ\ WKH FXLVLQH DQG the Â atmosphere Â of Â Oak Â House, Â then Â my Â life Â would Â be Â truly Â perfect. THE HIGHS O Â The Â afternoon Â tea O The Â breakfast O The Â bedrooms O The Â dining Â room O The Â art O The Â books O Woody Â the Â pooch O The Â peace THE LOWS O Tetbury Â does Â not Â â&#x20AC;&#x153;buzzâ&#x20AC;? O Oak Â House Â can Â get Â too Â quiet O You Â â&#x20AC;&#x153;knowâ&#x20AC;? Â you Â are Â in Â a Â home, Â not Â a Â hotel Â Â O 1R GLQQHU ZKLFK , DP VXUH LI WKH\ GLG RIIHU Â ZRXOG EH DPD]LQJ

O The Â farewell

Experience the wonders of Las Vegas before heading to the famed beaches of the Hawaiian Islands!

hat makes Las Vegas fabulous? Could it be shopping in designer boutiques set in chic malls? Could it be the larger-than-life resident shows like Cirque du Soleil? Or the world famous casinos and nightlife that will mesmerise your senses for long after you have left this amazing playground of decadence. Famed as the entertainment capital of the world, Las Vegas also enjoys 300 days of sunshine, which makes it an ideal year round destination. A walk along the Strip will have you pointing and shouting â&#x20AC;&#x153;Wow â&#x20AC;&#x201C; look at that!â&#x20AC;? Where else can you go to the top of the Eiffel Tower, visit St Marks Square, watch dancing fountains at the Bellagio, and see the Beatles perform? Aloha Hawaii! Exotic beaches, the surf, the hula and natural beauty are all wrapped in the flower garland of friendship. Hawaii is also home to lush landscapes, rich rainforests and towering cliffs that conjure up images of care free days. Honolulu, for instance, treats you with an exciting cultural and dining diversity in a mountainous backdrop. Waikiki is another Hawaiian paradise for those looking to be pampered. While away the hours topping up your tan, exploring chic spas and enjoy a meal right on the beach with your loved one; take life at your own pace in enchanting Hawaii. Call Premier by Brightsun on 0208 819 9852 to book your luxury holiday or email us on premier@brightsun.co.uk.

Varun Â Sharma Â is Â the Â host Â of Â Inside Â Luxury Â Travel Â â&#x20AC;&#x201C; Â Â a Â television Â show Â on Â Travel Â Channel Â that Â focuses Â on Â high-Â end Â travel. Â His Â new Â series Â starts Â airing Â in Â July Â 2014.

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corporate gala dinners O award ceremonies O conference production O set & stage design O event design & production O

To arrange a meeting please contact our sales team on 0208 664 1133. Alternatively visit our interactive website at mevents.co.uk

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MERIDIAN WEST BOUTIQUE OPENING Meridian Audio celebrated the formal opening of its latest boutique store, and the first in London in February. Located in the heart of the Chelsea Design Quarter, the Meridian West London Boutique opened its doors with a week of celebratory occasions. World-renowned violinist Diana Yukawa performed her revolutionary interpretation of classical music played in harmony with her own compositions courtesy of the new Meridian Special Edition DSP Digital Active Loudspeakers. The Boutique, which will feature the complete range of Meridian Audioâ&#x20AC;&#x2122;s

systems, is set across dedicated zones housing the multi award-winning line up including DSP Digital Active Loudspeakers, Meridian Reference Series, Meridian Streaming Systems and the newly introduced Personal Audio range. One of the keystones of the launch event programme was the UK unveiling of the new Special Edition DSP Digital Active Loudspeakers. Marking the 25th anniversary of the introduction of the worldâ&#x20AC;&#x2122;s first digital loudspeaker, 2014 sees Meridian launch this special edition series.

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Events

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Events

20 YEARS OF SETHI

The Sethi Partnership Solicitor celebrated its 20 years anniversay in style at a London hotel last month. Founding partner Ritu Sethi also toasted a special birthday and along with her husband, Sudhir, welcomed over 350 family, friends and associates to a champagne reception and poolside jazz, followed by dinner and entertainment.

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1 1 The new Porsche Design Store; 2 Full house at the launch event; 3 Spring-Summer Collection 2014; 4 Sophie Charbonneau , UK Country Manager Porsche Design, Boris Becker, Dr Juergen Gessler CEO of Porsche Design; 5 Massato, Japanese Haidresser for Celebrities - Jeanne Marine (wife of Bob Geldof); 6 Gail Porter, TV Presenter

PORSCHE DESIGN OPENS

Porsche Design has celebrated the grand opening of its new flagship store on Brompton Road, located in the heart of Knightsbridge. It is the luxury brand’s first flagship store worldwide, featuring Porsche Design’s newly reimagined retail concept, which reflects the brand’s expansion into additional product offerings such as readyto-wear collections and women’s accessories. The full house was attended by an eclectic mix of people, including Dr Juergen Gessler, CEO of the Porsche Design Group, Gail Porter and Boris Becker.

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Events

BRITISH ASIAN TRUST DINNER

In early February, Naughty Boy led the entertainment alongside his guest performer and Brit Award winning artist, Emeli Sandé, at The British Asian Trust Dinner held at The Victoria and Albert Museum. The dinner raised over £500,000 for the Trust’s work in South Asia and was attended by fellow British Asian Trust Ambassadors, Preeya Kalidas, Sanjeev Bhaskar OBE, Mishal Husain, Laila Rouass and Ronnie O’Sullivan.

MAGES COURTESY OF GREG FUNNELL AND ANDREW YOUNGSON.

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1 The Victoria and Albert Museum; 2 Patrons and ambassadors of BAT; 3 Tasmin Lucia-Khan; 4 Sanjeev Bhaskar OBE; 5 Naughty Boy, Emeli Sandé with HRH The Prince of Wales; 6 HRH The Prince of Wales; 7 Preeya Kalidas, DJ Nihal, Naughty Boy and Emeli Sandé; 8 Preeya Kalidasw with HRH The Prince of Wales

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INDEPENDENT MORTGAGE ADVISORS www.avenue-pf.com

Ketan Yadav BA(Hons) Cert.PFS Cert CII(MP) Specialised Lending Director Qualified Member of The Society of Mortgage Professionals, The Personal Finance Society and The Chartered Insurance Institute Avenue & Co Private Finance | AAC House | 212 Regents Park Road | London | N3 3HP Reception: 0845 230 9091 D: 0845 230 9092 Fax: 08715942039 Blackberry: 07817 886 052 ( N\DGDY#DYHQXH SI FRP

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BUSINESS DIRECTORY

Spice up your trip with a visit to Gaylordâ&#x20AC;&#x2122;s. *D\ORUG Â± 6HUYLQJ Â¿QHVW ,QGLDQ FXLVLQH VLQFH

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for every occasion For information on our Catering Packages please contact us today.

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ENTREPRENEUR BRAND ACCELERATOR

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Join us for an 8 hour Brand Accelerator along with 400 other business owners, where each speaker will deliver a potent 40 minute talk on their step of the KPI 5-step method. They will arm you with an elegant and proven strategy for becoming highly valued, connected and visible in your industry. Itâ&#x20AC;&#x2122;s a content packed, no-nonsense event, delivered by business leaders.

-XVW EHLQJ ÂľJRRG DW ZKDW \RX GRÂś LV QR ORQJHU HQRXJK WR FRPSHWH LQ WKH QHZ HFRQRP\ This event will show you how to stand out, scale up and take full advantage of the extraordinary times we are in. Build and leverage your personal brand. See entrevo.com/aw1304 for more details. Seating is limited. Book now >>

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FOR ASIAN WEALTH READERS. SEE MORE BY VISITING: WWW.ENTREVO.COM/AW1404

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ACCIDENTS CAN CHANGE LIVES â&#x20AC;&#x201C; CHOOSE THE BEST SOLICITOR

Accidents can happen to anyone, at work, on the road or even when in hospital. When you suffer because of someone elseâ&#x20AC;&#x2122;s negligence you need the right legal representation to help with your recovery and your claim for compensation. At Levenes Solicitors, our dedicated legal team headed by the award winning Mr Mitesh Patel Partner/ Solicitor can help you recover loss of earnings, medical expenses, care and assistance following an accident. If you or someone you know has suffered a serious accident or injury contact us now, our nationwide presence means that we can visit you at your home and our database of specialist experts are at hand to provide key reports to assist your claim and ultimate recovery. We recover millions of pounds in compensation each year for our clients. An accident is an something you cannot do anything about, but choosing the right solicitor to help you win your case, is in your hands. Call Now.

MITESH PATEL PARTNER Winner of: Best in Legal Services (British Indian Awards 2013) Lawyer of the Year (Asian Achievers Awards 2013) Email: mpatel@levenes.co.uk

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www.levenes.co.uk Direct dial: 0208 826 1375

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Upcoming events O BRITISH INDIAN AWARDS

Advertisers Index Ajmere Asian Women of Achievement Awards Asian Wealth Magazine Avenue & Co Bi-fold Door Factory British Asian Trust Chivas Regal Chopard Coutts Currencies Direct De Beers Devnaa Digimax Dutton Gregory Ettinger Eye Jogia Photography Gaylord Restaurant Grange Hotels Haathee Group Hublot India Dining KPMG Levenes Solicitors Links Legal London Chambers ABA London Chocolate Company Madhu’s Magic Bus May Fair Hotel Meridian Audio Mistique Events Mont Blanc Net Jets Patek Philippe Phil Bourne Photography Pinnacle Advisory Services Porsche UK Premier (Bright Sun) Travel Santoshi Designs SecretSales.com Sextons Sunseeker The Dorchester The Sethi Partnership Trident Insurance Vertis Aviation Yum Yum

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70 IBC 107 104 56 42 28, 29 20 26 38 48 78 106 108 76 110 105 94 66, 67 46 105 72 109 108 105 84 100 58 34, 35 14 96, 97 OBC 36 2, 3 111 104 IFC, 1 92 80 50 107 6, 7 62 108 88 52, 53 105

Date: 16 May 2014 Venue: St Johns Hotel, Birmingham The second annual awards will be an evening of recognition, rewarding the continuing strength of the British Indian community, recognising those who thrive, evolve and capture the multicultural spirit of Great Britain. For more information: thediversityawards.info/britishindian

O THE ASIAN WOMEN OF ACHIEVEMENT AWARDS Date: 4 June 2014 Venue: Hilton Park Lane, London The Asian Women of Achievement Awards, co-founded by Pinky Lilani OBE in 1999, were conceived to celebrate the often unsung Asian heroines in many walks of British life, including entrepreneurship, social and humanitarian work. Held in association with the Royal Bank of Scotland, the nationwide search to find 2014’s breakthrough Asian females has begun. For more information: awa.realbusiness.co.uk E: events@caspianmedia.com T: 0207 045 7600

O ASIAN WEALTH MAGAZINE 2ND ANNIVERSARY BY INVITATION ONLY Date: 19 June 2014 Venue: Secret location, Mayfair, London On June 19th we along with our partners at Porsche will be holding an EXCLUSIVE event at a secret location in London’s Mayfair to celebrate AWM’s 2nd anniversary. Guests will enjoy a spectacular evening filled with fine wine, food, friends and of course fantastic networking.

O MAGIC BUS GALA DINNER Date: 9 October 2014 Venue: The Dorchester, London

Join Magic Bus for an exclusive evening of entertainment and networking at the annual gala dinner and help reach even more children and young people living in poverty in India. For more information: Ellen Brooks on 020 7922 7717 E: ellen@magicbusuk.org. magicbusuk.org

O THE SIKH AWARDS Date: 18 October 2014 Venue: The Park Plaza Hotel, London The brainchild of Navdeep Singh Bansal, founder of The Sikh Directory media organisation, the awards recognise the special contribution that Sikhs have made worldwide in the fields of business, sport, entertainment, charity, media, service and education. For more information: E: info@sikhawards.com sikhawards.com

O LONDON CHAMBERS OF COMMERCE ASIAN BUSINESS ASSOCIATION DINNER Date and venue: TBC The Asian Business Association (ABA) Dinner brings together guests from a range of industries and is the premier gathering in the Asian business calendar. Open to Asian and non-Asian businesses, this year’s annual dinner will take place in the autumn with a date and venue to be confirmed. Up to 450 guests will attend this event from a variety of industries including professional services, marketing, media, property, recruitment and training, transport and logistics. Rub shoulders with key figures from business, central and local government, arts and media, high commissioners, life peers and many top Asian entrepreneurs. For more information: Jenny Crouch, event manager E: jcrouch@londonchamber. co.uk T: +44 (0)20 7203 1874

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Celebrating the achievements of Asian woman in business, entrepreneurship and social and humanitarian work.

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See the 2014 shortlists at awa.realbusiness.co.uk Winners to announced at the 15th annual Awards night on June 4th at the London Hilton on Park Lane. To book your table contact katie.allner@caspianmedia.com / 020 7045 7600 or visit awa.realbusiness.co.uk

BROUGHT TO YOU BY

“The AWA Awards really is an incredible platform in finding and promoting women who have for so long worked so hard in silence and contributed so much in today’s society.” Farida Gibbs, CEO, Gibbs S3 - AWA Entrepreneur