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The Baur Asia business model your bridge to Asian markets

Organisation

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Organisation

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A.Baur & Co.(Pvt.) Ltd.

Established 1897 5 Upper Chatham Street

Colombo 1 Sri Lanka

The founder of the company Alfred Baur

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Our Swiss Our Swiss rootsroots

100 % shareholding 100 % shareholding with Lanka-Baur with Lanka-Baur Holding Ltd. in Holding Ltd. in Geneva/SwitzerlandGeneva/Switzerland

Lanka-Baur Holding Ltd. Lanka-Baur Holding Ltd. is fully owned by Baurs is fully owned by Baurs Trust in SwitzerlandTrust in Switzerland

The Baurs Museum The Baurs Museum “Baur Collection” is in “Baur Collection” is in GenevaGeneva

The Baurs Trust is The Baurs Trust is engaged in world-wide engaged in world-wide charitycharity -3-

Organisation

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Thomas DaetwylerCEO

Jayendran SetukavalarDirector

Head Finance, Support Services

Lakshman NiyangodaCOO

Head Optics, Personnel, Purchasing, Wharf ,HRD & Exports Jayantha Ratnayake

DirectorHead Engineering

Amal PeirisDirector

Head Specialty Chemicals,Travel & Airlines

Janaka GunasekeraDirector

Head Agri Inputs Division

Mahanama DodampegamaDirector

Head Healthcare

The Departments

Fertilisers Agrochemicals Agricultural Implements Plantations Healthcare Mead Johnson Food Ingredients Optics Specialty Chemicals Exports Engineering Travel and Tourism Airlines

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1884 Alfred Baur of Switzerland came to Ceylon

1897 Alfred Baur founded “Ceylon Manure Works”

1941 Baur's Building at Upper Chatham Street in Fort constructed

which still houses the company’s head-office.

1945 After the Second World War, the company expanded rapidly, to become the major importer and distributor of agrochemicals, pharmaceuticals, industrial chemicals and textile dyes in Sri Lanka.

1951 Alfred Baur, Founder, died in 1951 in Geneva.

1964 Baur’s Office and Stores Complex in Grandpass completed.

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1970 Sprayers Factory, Mechanical Workshops and Stores at Biyagama Road, Kelaniya were built.

1996 Baur’s Building was damaged by the massive bomb blast at the nearby Central Bank.

1997 Baurs embarked with optimism on a series of centenary celebrations and inaugurated the Alfred Baur Memorial Trust which is used to develop rural areas in Sri Lanka.

2005 Her Excellency Chandrika Bandaranaike Kumaratunga, then President of Sri Lanka appointed Mr. T.W. Hoffmann to the titular rank of Sri Lanka Ratna. This is the highest honour conferred on non-nationals and is awarded for exceptionally outstanding and most distinguished service to Sri Lanka.

2007 Company celebrated its 110th year anniversary with a reception for all employees. -21-

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Hereunder is an excerpt of the message of the Managing Director Thomas Daetwyler on 110 th year anniversary reception:

“Dear Fellow Employees and guests,One hundred and ten years ago, Mr. Alfred Baur founded this company with a vision to create

a value for the future. Unlike many other companies founded at that time, the vision to create a company was not unlike the vision to create a legacyitself; a larger vision.

So what would the company be like?  It wasn’t enough to create a fertiliser company. Baurs would be not only state of the art organisation, but under the leadership of Mr. Alfred Baur, it would be a leading-edge facility known for exemplary, research based and nationally recognized service to the nation.

In 2000, I was selected to be the new Managing Director of Baurs. This is now my eighth year and can only be described as a journey that would contribute to a marvelous story about discovery, passion, compassion and leading-edge organization, sometimes against all odds.  It’s been a very intense trip “Back to the Future.”

As we continued to escalate our commitment to grow Baurs, the halls were filled with the echoes of decades past crying out to me. We all have proven that Baurs stands strong and rejuvenated in the Sri Lankan business environment.

Tonight is about the celebration of our proud heritage.  Tonight is about the passion of the wonderful employees of Baurs and this night has been made possible by the support of those employees and a singularly, focused board that passionately embraces the continuation of a full-service, community-based organization contributing to the development of our host country and the legacy of Mr. Alfred Baur.

This night has been made possible by the dedicated and phenomenal commitment of our employees.  Our company would have closed, most assuredly, in the difficult days in the 1960’s and 70’s, had it not been for the work of these loyal, tireless men and women. I surely do not need to remind you of the work and commitment of our Honorary Chairman Mr. Thilo Hoffmann who navigated Baurs through those most difficult periods. Thank you Mr. Hoffmann. Thanks also go to the committed members of the Baur Foundation who in the spirit of Alfred Baur were always very supportive of Baurs and ensured the continuation. I like to mention in particular Mr. Ilg.

I also take this opportunity to thank all the employees of the company and my colleagues on the Board who have supported me throughout these years.

I know that we have a responsibility to ensure the successful continuation of Baurs and to assist in the transformation of this organization to be geared for the future. But rest assured, we will make it happen.

As President Roosevelt said, “Do what you can with what you have, where you are.”  Thanks to all of you for allowing me to do what I can and for giving me all that you have. “

Tracing the history of the firm, we pay tribute not only to the founder but also to the many fellow workers who contributed much to our success

A. Baur & Co. (Pvt.) Ltd. today…

We employ over 600 people We have a share-capital of US$ 9.5 Mio We have total assets of US$ 18 Mio We generate an overall turnover of approx. US$ 120 Mio

The name 'Baurs' stands for trust, reliability, quality and innovation.

We employ over 600 people We have a share-capital of US$ 9.5 Mio We have total assets of US$ 18 Mio We generate an overall turnover of approx. US$ 120 Mio

The name 'Baurs' stands for trust, reliability, quality and innovation.

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• In 2009, total car sales in China overtook those of the US

• According to Goldman-Sachs, China will overtake the US as world’s largest economy by 2027. This is not considering the possible revaluation of the currency (RMB) which, if it happens, will accelerate the process.

• Jim O’Neill, the author of this prediction, forecasts China growth in 2010 at 11.9%

• HSBC has decided to move its CEO from London to Hong Kong

• Asia has great diversity and vitality• India and China have 100 million more middle class

per year

Asia Guidelines

Many western firms fail in Asia because conditions are different:

The cultural barrier Guanxi which describes the basic dynamic in

personalized networks of influence, is a central idea in Chinese society

The need for local partners, time factor, rituals, trust and hierarchy

Need to be persistent, patient, observe local customs Need to treat elder people with respect Never cause anyone to lose face, importance of rituals

e.g. how to accept a business card 14

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Alfred Baur from Switzerlandthe founder of BaursSwiss Companies in Asia

Alfred Baur was born in 1865 in Andelfingen (Zurich/Switzerland). He studied in Winterthur and then joined an important international trading company Volkart Brothers and was transferred to Ceylon. He established his own business in 1897. He founded the Fondation Alfred & Eugenie Baur in 1931 to ensure the continuity of his company in Asia. Long before others established their business in Asia, he had the vision for the importance of these markets.

Swiss companies have for over 150 years marked presence in Asia

They are synonymous with Swiss efficiency and reliability. The strength of Swiss entrepreneurship has always been integrity, ethical behaviour, reliability and social responsibility as well as respect for the traditions and cultureof the host countries.Swiss companies up to this day enjoy a high reputation and are sought after as partners in business.

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The advantage of a gateway in Asia

Local infrastructure and experience in the region allow our partners to focus on their own core expertise

Reduction of regional risks High costs for regional offices and recruitment are

avoided With Baur Asia you have a regional office with

knowledge of the region Defining regions is another important factor. Often

regions are created on a geographical basis without considering important factors such as cultural, administrative, political and economic differences

The world is neither truly local nor global

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Forecast for 2020 Share of world GNPBRIC=Brasil, Russia, India, China; Asia without China

0%

5%

10%

15%

20%

25%

30%

BRIC 16% 26%

Asia 12% 12%

Middle/Northamerica 26% 24%

Europe 28% 22%

Rest of the world 18% 16%

1980 2020

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Asean Countries GDP Growth Rates

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General Company Description

Many SMEs have a range of innovative products of superior quality with good potential for the Asian markets

Many companies do not have the required know how to effectively and successfully promote their products in Asia

Baur Asia Pte. Ltd. - as your partner in Asia – allows you to concentrate on your core competence and at the same time be present in the region without having to invest in people or infrastructure

Baur Asia builds on a long and successful manufacturing and trading history and experience of A. Baur & Co. (Pvt.) Ltd. (www.baurs.com)

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Singapore has a strategic position with 2.8 billion people living within a 7-hour flight radius, Singapore is the gateway to the region’s resources and markets

Access to the fast growing Asian markets with a strong demand for innovative products and services

Free Trade Agreements and Double Taxation Avoidance. First rate sea, air, IT and telecommunication infrastructure,

sound legal and regulatory frame work, strong intellectual property policies, low taxes, excellent financial services

Over 6,000 multinational companies and 100,000 SMEs that create an ideal environment for business synergies

Cosmopolitan city with socio-political stability and a high quality of life ranked the highest by Economist Intelligence Unit.

Singapore – gateway to Asia

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Products and Services of BaurasiaMethodology and Steps Forward

Selection of distributors/agents Coordination, marketing and logistical functions Regional distribution from Singapore Market surveys to explore the market potential “Single Point Contact” for our partners thereby bridging

distance, logistical and time difference

Baur Asia requires from its partners: Brochures covering products targeted for Asia (English) Any available market data collected during earlier surveys specifying

Target customers / industries Size of market in units / dollars Competitors (names / products / strengths / weaknesses)

Target pricing

Our team of experts

We are a team of nine experts with senior management experience from eight different countries

We have MNC and SME background Our strength lies in management, marketing, distribution,

logistics, administration and start up We have worked in 18 countries We have a solid organisation with our team in marketing,

logistics and finance We communicate in English, French, German, Italian, Mandarin,

Portuguese, Sinhalese and Spanish We bank on the experience of our organisation of over 110

years in Asia

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Organisation / Structure

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Management and Organisation

Thomas Daetwyler, Director, based in Singapore and Sri Lanka

Swiss citizen with more than 30 years experience in Asia

Thiam Siew Low, Director, based in Singapore

Singaporean citizen with a vast knowledge throughout Asia, responsible for services, hrd segment and management

Cubby Wijetunge, Vice President, based in Sri Lanka

Sri Lankan citizen with long years of experience in MNCs and local SMEs, responsible for the Indian subcontinent

Elmar Lins, Vice President, based in Thailand

Austrian citizen with a long career path throughout Asia, specialized in management and logistics

Yohan Dissanayake, Asst. Vice President, based in Sri Lanka

Sri Lankan citizen, responsible for the commodities and healthcare

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Management and Organisation

Mahanama Dodampegama, Vice President, based in Sri Lanka

Sri Lankan citizen with 25 years experience in healthcare, responsible for healthcare and cluster markets

Jean-Pierre Christen, Vice President, based in Brazil

Swiss citizen with over 40 years experience in marketing, responsible for South America

Walter Widmer, Vice President, based in Indonesia

Swiss citizen with over 25 years experience in Asia with MNCs, SMEs and his own organization.

Amal Peiris, Vice President, based in Colombo

Sri Lankan citizen with over 25 years experience in the textile industry

Angelo Nicholas, Asst. Vice President, based in Colombo

Sri Lankan citizen responsible for segment surgicals

Our Team

Thanakrit Traithip, Manager based in Thailand

Thanakrit brings many years of marketing and management experience to Baur Asia’s operation. He is responsible for Thailand, new markets, new lines and regional logistics/management

Uppatam Fuangkham, Sales Executive based in Thailand

Uppatam has gained extensive knowledge in marketing both regionally as well as in the Middle East. He is responsible for Thailand ACD, Vietnam, Laos and Cambodia 

Nawziya Hossen, Sales Executive based in Colombo

Nawziya is responsible for Indonesia, Maldives, Pakistan, Sri Lanka

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Our Team

Waiyarin Innoppakun,  Marketing Executive based in Bangkok

Waiyarin brings extensive experience in both sales and marketing. She is responsible for Singapore, Malaysia, Japan, Myanmar, Brunei, regional activities and new lines.

Pimmas Rianpinyawat,  Marketing Executive based in Bangkok

Pim brings long experience in marketing and regional distribution, which is valuable to Baur Asia and our Distributors. She is responsible for Philippines, Korea, Departmental Stores and support in regional ACD and marketing.

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Our Team

Susan Sim, Administrative Officer based in Singapore

Susan is the heart of our company with long experience in logistics, administration and management. She coordinates with both principals and customers

Jayamani Weerasekera, GM Finance based in Colombo

Jayamani has all figures at her fingertips. She is both organised as well as very proactive and has a distinct capability to analyse accounts

Koh Boon Tuan, Office Manager based in Singapore

Koh is responsible for accounting functions of our organisation

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Connecting Points

Some of our partners

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Some examples

Egli Fischer & Co. AG Swiss medium sized

company specialised in an innovative product into a niche market

Were able to establish the products into the markets with regional stockholding

Mead Johnson Large multinational

(Nutritional food) originally present in most Asian markets

For logistic, cost and policy purposes withdrew from markets smaller than 3 Mio US$ turnover

Baurasia takes over this role in a cluster thereby being a one contact partner for several markets

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Some examples

Akras AG Austrian medium sized

company specialised in flavours and food ingredients

Baurasia takes over the role as regional office coordinating and promoting flavours through agents appointed in the target markets

Medium term regional stockholding is planned for faster supply

A. Baur & Co. (Pvt.) Ltd. Sister company established

in 1897 in Sri Lanka Represents large

multinationals in the segments healthcare, agriculture, specialty chemicals, optics, textile machinery, food ingredients, airline and tourism in Sri Lanka

Acts as regional hub with bonded warehouse for the Indian subcontinent

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Some examples

Nouvag AG Swiss company with high

tech instruments for dental and surgical application

Handling markets and building up service center for Asia

Frei Swiss AG High end physiotherapy

instruments manufactured in Europe mostly used in hospitals for rehabilitation

Did a market research initially Managed to place reference

installation in Bangkok so that regional parties could see the equipment

Now expanding into Indonesia, Singapore, Malaysia

Further steps will be market by market approach

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Some examples

Polaroid Eyewear

International Head office in Zurich Well known manufacturer of quality and

fashionable sunglasses Since 2007 established distribution in

major Asian markets Regional warehousing since 2009 to

serve the markets more efficiently Increase of turnover since 2007 by 400

%

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Our offices

Our offices are in a modern office complex in Singapore

#08-57 Vertex BuildingUbi Avenue 3Singapore 408868

Office phone: +65 6293 6282, Fax Number: +65 6293 6383Email info@baurasia.com

Business Registration No 200700035R

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Office Bangkok:

c/o Thai Leader Global Trade Co., Ltd. 13th Floor 13 C/3, Piya Place Building29/1 Soi Lang Suan, Ploenchit Rd. Lumpini, PatumwanBangkok, Thailand 10330Phone no : +66 2652 1223, Fax no : +66 2652 1224

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