10. We have issued Equity Shares during the last one year at a price that may be below the Issue Price.
During the last one year, we have issued Equity Shares at a price that may be below the Issue Price, as out in the table below:
(1) V.G.Siddhartha, Malavika Hegde, S.V. Gangaiah Hegde, Vasanthi Hegde, Gonibedu Coffee Estates Private Limited, Coffee Day Consolidations Private Limited, Devadarshini Info Technologies Private Limited, Sivan Securities Private Limited, KKR Mauritius PE Investments II Limited, NLS Mauritius LLC, Bennett Coleman & Company Limited, Nandan Nilekani, Rare Enterprises, Derive Investments, Ramesh Damani, Ketan Sheth & Sonal K Sheth, Aditya Birla Private Equity Trust, Amara Jyothirmaye, Kanchana A R, Geetha Sadananda, Arati Jayaraj Hubli and Shanti Sankaranarayanan.
B. Risks relating to our Coffee Business
11. Our success depends on the value, perception and marketing of our brands, most particularly, the “Café Coffee Day” brand.
Our ability to market and sell our products is significantly dependent on our brand “Coffee Day” and more particularly, “Café Coffee Day”. We believe that our brand “Café Coffee Day” is one of the most widely recognized brands in the café business in India (Source: Economic Times, BE Survey, 2014). We have built our brand to represent quality food and beverages with a focus on customer service. Our “Coffee Day” brand, which we believe is associated with quality, is also used by our non-café businesses. Our success depends on our ability to maintain and enhance the value of our brand and our customer’s connection to our brand. Our marketing is undertaken by our internal marketing division as well as external agencies. We undertake various marketing efforts to raise brand awareness and attract and retain customers. See section “Our Business− Branding and Marketing” on page 191 for more details.
Our brands could be damaged by negative publicity on social media platforms or by claims or perceptions about the quality or safety of our cafés or food products or the quality of our suppliers and service, regardless of whether such claims or perceptions are true. Any untoward incidents such as litigation or negative publicity, whether isolated or recurring and whether originating from us or otherwise, affecting our business, franchisees or suppliers, can significantly reduce the brand value and consumer trust. If our marketing teams lead us to adopt unsuccessful programs through print or social media, we may only incur expenses without the benefit of higher revenues or our competitors may increase their advertising spend which we may not be able to match. Our competitors may launch
Sr. No.
Date of Allotment
No. of Equity Shares
Face V alue
Issue price
Nature of Consideration
Reason for allotment

Allottees
1.
May 8, 2015
102,140,857
10
NA
Other than cash
Bonus
(1)
Zerodha (Trading & Demat Account)
RHP
