Initiating Coverage | 4 June 2013
Sector: Technology
Just Dial
The right numbers
Niket Shah
(Niket.Shah@MotilalOswal.com); +91 22 3982 5426
Investors are advised to refer through disclosures made at the end of the Research Report.

Just Dial
Just Dial: The right numbers
Page No.
Summary
..........................................................................................................
3-5
Investment rationale
......................................................................................
6-8
Unique listing packages to suit SME needs
.................................................
9-10
Monthly and weekly payment system
......................................................
11-12
Strong sales and market network
.............................................................
13-14
Innovation key to drive paid advertiser base
..........................................
15-16
MSMEs growing in double digits; turning to online advertising
............
17-18
Internet penetration in India to triple in five years
................................
19-20
Telecom revolution a key growth enabler
......................................................
21
Margins to expand with higher contribution from Internet, mobile app
...
22
Financials impressive; to get even better
.................................................
23-24
Possible upside of over 20%
.......................................................................
25-26
Management details
.........................................................................................
27
Key risks
.............................................................................................................
28
Company description
........................................................................................
29
Financials and valuation
.............................................................................
30-31
4 June 2013
2

Initiating Coverage | 4 June 2013
Sector: Technology
Just Dial
BSE SENSEX
S&P CNX
19,546
5,919
Issue price: INR530
The right numbers
TP: INR660
Buy
Monopoly in voice search; healthy return ratios justify premium valuation
Issue details
Issue size
Issue opens on
Issue closes on
Price band
Pre issue paid
up capital (m)
Post issue paid
up capital (m)
Post issue
MCap (INR m)
Face value
17.5
May 20th 2013
May 22th 2013
470/543
69.4
69.4
37,708
10
Shareholding pattern
Particulars
Promoter
PE Inventors/
Venture capital
SAIF
Tiger global
Sequoia
SAP Ventures
EGCS
Employees
Public
Total
Pre IPO Post IPO
37.1
33.1
First mover advantage, strong brand, updated and accurate data base are key entry
barriers.
Substantial part of Just Dial Ltd (JDL) revenue (70%) is from repeat advertisers, a
testimony of brand recall.
Introduction of Evergreen contracts (50% of paid advertisers) to help increase the paid
subscribers base and pertinently act as a big entry barrier for new entrants.
Newer product launches like enabling transactions, car listings, quick quotes etc to not
only drive campaign growth, but might develop into a non-linear revenue growth
model, going forward.
On account of the shift in search mode from voice-based to Internet (49% in FY12 to
51% in FY15E) and mobile-based search (5% in FY12 to 19% in FY15E), we expect
employee cost to fall from 50% of sales in FY12 to 45% in FY15E, thereby improving the
operating margin.
At issue price of INR530 the stock is trading at 33.8x and 24.7x FY14E and FY15E EPS of
INR16 and INR22 respectively. We value JDL at 30x FY15E EPS of INR22 and arrive at a
target price of INR660, an upside of 25%. We initiate coverage with a Buy.
Strong brand with first-mover advantage complimented by strong database
JDL has a first-mover advantage among consumers seeking information on local
businesses backed by 16 years of experience in this segment. Company has a
strong database of 9.1m listings and SME database of more than 2,000 cities,
significantly ahead of competitors. JDL has easy to remember phone numbers,
which have a very strong recall and a well-known established brand on the Internet
now. Substantial part (70%) of JDL revenue comes from repeat advertisers of the
year-ago period, which indicates higher returns generated by advertisers.
According to alexa.com, the globally renowned web analytics company,
justdial.com is ranked No. 40 among the top websites in India and as a top site in
its category. We believe a strong brand, first-mover advantage, updated and
accurate database and strong relationship with SMEs are key entry barriers in the
business.
60.5
39.5
19.7
11.2
19.9
13.4
18.4
13.8
1.6
1.1
0.9
0
2.3
2.3
0
25
100
100
Source: Company
Weekly and monthly payment packages - a masterstroke in our view
Paid advertisers can opt for premium or non-premium advertisement packages.
Premium advertisement packages (platinum and diamond membership packages)
allow preferential listing of these advertisers ahead of non-premium (Supreme
packages) and free listing. JDL has ~9.1m listed advertisers as in FY13, of which
195,000 are paid advertisers as on December 31, 2012. To reduce the stress on
SMEs and increase the percentage of paid subscribers as a proportion of total
listings, it came out with weekly/monthly advance payment packages (Evergreen
contracts) for all its packages, instead of the earlier 12 months advance payment
packages. Evergreen contracts constitute ~50% of JDL's 195,000 paid advertisers.
4 June 2013
3

Just Dial
We believe this helps to increase the paid subscriber base and most importantly act
as a big entry barrier for any new entrant/existing competitor. We also expect this
move to substantially improve the percentage of paid advertisers from 2.4% in FY12
to 3.1% in FY15E, thereby driving growth.
New products launches to enhance customer experience and drive
campaign growth
JDL launched the first phone-based search engine in India in 1996, Internet and
mobile services in 2007 under the Justdial brand. Since then it unveiled newer
innovative products like Best deal, reviews and ratings, tag your friend, Justdial
events etc. As in FY13, JDL had 23m reviews and ratings on its website, compared to
7.4m reviews and ratings published in FY12. With the aim to be a one-stop solution,
JDL plans to launch newer products like enabling transactions, car listings, quick
quotes etc. While these launches will not only drive campaign growth due to higher
offerings to paid advertisers, but we believe going forward the company might charge
a nominal fee, thereby developing a non-linear revenue stream.
Strong sales and marketing team complimented by resellers program to
help expand data in newer markets
JDL has a strong sales and market network comprising of 7,342 employees in end-
FY13, of which ~80% of the total workforce is client facing. Once the contract is
signed, company incentivize by paying 2% of the contract value to IRO who transfers
the call to the tele sales executives, 2% to the tele sales executive and 4% to the
marketing person for convincing the client to take up paid listing on JDL. To develop
data base in newer markets, while minimizing costs and expenses, JDL initiated a
reseller program whereby third parties collect and provide new entries to JDL's
database for a payment. Company charges a one-time registration fee of INR5,000
and an annual fee of INR1,000 from the reseller. This relationship with resellers
enables JDL receive new listings and potential paid advertisers in newer markets
without additional manpower.
Increased contribution from Internet and mobile platforms to drive
margins higher
Netscribes, a research firm, expects the classifieds market to grow from INR37.4b in
FY12 to INR84.3b in FY16E, with online classifieds set to improve from 42.3% in FY12
to 46.9% in FY16E, thus cumulatively increasing the potential market for JDL from
INR15.8b to INR39.4b over the next five years, marking a CAGR of 26%. JDL's cost for
a voice call is ~INR2.7 per call, which in case of Internet and mobile application is
very negligible. JDL developed its application, Master App, for Android mobile
phones and iPhones in April 2013 and is in the process of developing it as an
application for Blackberry and Windows Phone 7. Due to the shift in search mode,
from voice-based to Internet (49% in FY12 to 51% in FY15E) and mobile-based search
(5% in FY12 to 19% in FY15E), we expect employee cost to fall from 50% of sales in
FY12 to 45% in FY15E, thus improving the operating margin.
4 June 2013
4

Just Dial
Valuation and view
We expect the company to post revenue CAGR of 33% over FY12-15E, complimented
by 560bp margin expansion on account of a shift in search mode from voice-based to
Internet and mobile-based search, thereby improving the operating margin.
Consequently, we expect 43% PAT CAGR over FY12-15E. Given that JDL is in a high
growth phase, complimented by asset light business model, virtual monopoly in
voice search segment, negative working capital cycle, high free cash flow, strong
dividend payout and healthy return ratios, we believe the premium valuation is
justified. At issue price of INR530 the stock is trading at 33.8x and 24.7x FY14E and
FY15E EPS of INR16 and INR22 respectively. We value JDL at 30x FY15E EPS of INR22
and arrive at a target price of INR660, an upside of 25%. We initiate coverage with a
Buy.
Comparative valuation: International (USD b)
MCap
Sales
(USD b) CY11 CY12 CY13E CY14E
Google
Baidu
Yahoo
Linkedin
Yelp
288.4
33.8
28.5
18.5
1.9
37.9
2.2
5.0
0.5
0.1
50.2
3.5
5.0
1.0
0.1
47.4
4.9
4.5
1.5
0.2
EBITDA
EBITDA margins (%)
PAT
5 Yr CY11 CY12 CY13E CY14E CY11 CY12 CY13E CY14E CY11 CY12 CY13E CY14E 5 yr
CAGR %
CAGR %
55.0 17.0 13.6 15.7 21.5 25.5 35.9 31.3 45.4 46.4
9.7 10.7 15.7 18.1 20.8
6.3 52.3
1.3
2.0
2.2
2.8 58.4 56.3 45.7 44.4
1.0
1.7
1.8
2.2 43.4
4.7 -7.4
1.5
1.5
1.7
1.7 29.6 29.2 36.7 37.1
1.0
3.9
1.5
1.6
6.9
2.1 71.7
0.1
0.1
0.4
0.5 13.2 14.1 24.4 25.6
0.0
0.0
0.2
0.3 101.3
0.3 59.7 -0.01 -0.01 0.02 0.05 -14.3 -7.5 10.4 15.9
0.0
0.0
0.0
0.0
na
Comparative valuation: Domestic (INR b)
MCap
Sales
(INR b) FY12 FY13 FY14E FY15E
Info Edge 37.1
Just dial
37.7
3.9
2.6
4.7
3.7
5.5
4.8
6.7
6.2
EBITDA
EBITDA margins (%)
PAT
5 Yr FY12 FY13 FY14E FY15E FY12 FY13 FY14E FY15E FY12 FY13 FY14E FY15E 5 yr
CAGR %
CAGR %
20.3
35.3
1.2
0.7
1.2
1.0
1.5
1.4
1.9
1.9
30.2
25.7
25.7
27.8
27.1
29.6
28.7
31.3
1.0
0.5
0.9
1.3
1.6
26.0
0.7
1.1
1.5 52.0
Source: Company, MOSL
International (USD b)
CF from Operation
CY11
CY12
CY13E
Google 14.6
Baidu
1.3
Yahoo
1.3
Linkedin 0.1
Yelp
0.00
16.6
1.9
-0.3
0.3
0.00
18.0
1.8
1.3
0.3
0.01
CY14E
21.4
2.1
1.2
0.5
0.03
CY11
107.2
96.7
89.9
193.5
-2.1
CFO/EBITDA
CY12
CY13E
105.7
95.5
-19.3
195.4
1.0
83.8
80.5
77.5
93.7
51.9
CY14E
83.7
76.0
69.8
83.8
66.5
CY11
18.7
56.0
8.4
3.7
na
ROE (%)
CY12
CY13E
16.5
50.6
29.1
2.8
na
17.8
34.8
10.6
10.8
1.6
PE (X)
CY14E CY14E
17.7
31.2
10.1
15.1
12.6
16.3
15.8
17.6
80.6
75.1
Domestic (INR b)
CF from Operation
FY12
FY13
FY14E
Info Edge 1.0
Just dial
0.9
0.8
1.3
1.3
1.8
FY15E
1.6
2.4
FY12
85.1
134.1
CFO/EBITDA
FY13
FY14E
64.5
129.5
88.7
127.1
FY15E
83.8
122.7
FY12
21.5
52.3
ROE (%)
FY13
FY14E
16.1
25.0
PE (X)
FY15E FY15E
19.6
20.3
23.2
21.7
25.8
24.7
Source: Company, MOSL
4 June 2013
5

Just Dial
Investment rationale
Huge entry barriers lead to low competitive intensity
JDL has a first-mover advantage among consumers seeking information on local businesses
backed by 16 years of experience in this segment with most competitors being
unsuccessful to scale up.
It has a strong database of 9.1m listings and SME database of more than 2,000 cities,
significantly ahead of competitors. In terms of number of listings, the second largest
player, Askme, is 1/3 the size of JDL.
JDL has easy to remember phone numbers, with a very strong recall, and a well-known
established brand on the Internet.
Company has a strong, direct and personal relationship with SMEs, which is unique
compared to international search engines that operate in India largely on a virtual basis.
First-mover advantage in the Indian local search market complimented by
strong database
As one of the first companies to offer comprehensive local search services in India,
JDL has a first-mover advantage among consumers seeking information on local
businesses backed by 16 years of experience in this segment. Competitors like Getit
(established in 1986), Sulekha.com (1998), Asklaila (2007), Askme (2011), Yellow Page
services and Google though made an entry into the local search engine space, were
unsuccessful and unable to achieve any meaningful scale in the business, with most
of them making losses.
Competition at bay in listings and reach...
JDL has a strong database of 9.1m listings and SME database of more than 2,000 cities,
significantly ahead of competitors. In terms of number of listings, the second largest
player, Askme, is 1/3 the size of JDL. We believe the biggest strength of JDL is
maintenance of its database by keeping it updated and accurate through feet-on-
street, and also direct and personal relationship with SMEs coupled with its strong
voice-based search option, which is difficult to replicate by competitors. We also
believe that a large database of local business listings, such as the one JDL has
developed over several years, requires considerable time and effort to develop,
which creates a significant barrier to entry.
Profile of competitors
Name of the
website
Year of
Platform
inception
Database
coverage
(cities/
towns)
~35
~2000
~60
~1700
~525
Listing
(M)
Ranks
among
Indian
websites
883
40
51
161
784
Time spent
on the
website(min)
(last 3
months)
Page
views
per user
(last 3
months)
Getit.com
Just dial
Sulekha.com
Asklaila
Askme
1986
1996
1998
2007
2011
Voice, online and print
Voice, online, SMS, mobile, internet
Online
Online, SMS
Voice, online and print
na
9.1
2
na
3
2.4
2.7
5.5
5.0
3.2
3.2
2.3
2.8
2.4
2.7
Source: Alexa.com, MOSL
4 June 2013
6

Just Dial
Website analysis
Just dial.com
Traffic rank (Global)
Traffic rank (India)
Unique visitors per day (M)
Daily page reviews (M)
Time on site
Inflow from search engines
565
40
0.86
3.96
5.46
22.4
Asklaila
2,118
162
0.53
1.53
2.33
25.1
Zomato.com
2,717
209
0.04
0.75
15.37
11.1
Adkme.com
9,765
865
na
na
2.4
23.3
Sulekha.com
672
53
1.1
3.39
3.2
21.9
Burp.com
Yelp.com
4,585
192
353
na
na
3.18
na
11.94
3.33
4.2
20.3
38.7
Source: Alexa.com, MOSL
Strong brand recognition with easy to remember phone numbers...
JDL launched the first phone-based search engine in India in 1996 under the Justdial
brand and then launched its Internet and mobile services in 2007. Though it started
with two cities, Mumbai and Delhi, today services are available across India. JDL not
only has easy to remember phone numbers (88888 88888 and 6999 9999), which have
a strong recall, it has a well-known established brand on the Internet now. JDL has
measurable matrics to track search leads generated through internet. Its strong brand
recognition is on account of: 1) long standing presence in local search market, 2)
strength and quality of database, 3) fast response to search queries and 4) consistent
delivery of quality user experience.
According to alexa.com, justdial.com, is ranked No. 40 among the top websites in
India and the top site in its category. Even a very niche data search service provider
such as burp.com and zomato.com and competitors like Askme, Asklaila lag JDL. The
dominance of JDL is visible from that fact that total searches showed a 45.7% CAGR
over FY09-12 at 254.3m. It has also signed cine star Amitabh Bachchan as its brand
ambassador for a period of three years, starting December 2010, to improve brand
recall and popularity.
Number of searches on JDL (m)
Share of Internet and mobile rises
Source: Company, MOSL
4 June 2013
7

Just Dial
Strong direct relationship with SME
JDL has developed strong relationship with SME businesses over the past 16 years
through its first-mover advantage and unique advertising proposition. It is a cost
effective platform for SMEs that face a challenge to attract the attention of right
target consumers and expand into newer markets due to limited marketing budgets
and resources. With the data collection team canvassing local markets, JDL establishes
direct relationships with many SMEs. On identifying potential advertisers, marketing
executives meet the SME to explain the ease and benefits of advertising and to convert
business listings into paid listings. JDL's direct and personal relationship with SMEs is
a unique way it differentiates from international search engines which operate in
India largely on a virtual basis. JDL has 9.1m listings, as in FY13, with 195,000 campaigns
i.e 2.4% paid advertisers of the total listing as in December 2012.
Total number of listings on JDL (m)
Number of campaigns on JDL
Source: Company, MOSL
JDL on the cusp of a virtuous cycle
Highest reach in
terms of users, towns
and SME penetration
enables the company
to create strong entry
barriers and enter the
virtuous cycle
Higher Business
Listing & Campaigns
Free Access to
Information
Larger User Base &
Higher Eyeballs
Source: Company, MOSL
4 June 2013
8

Just Dial
Unique listing packages to suit SME needs
Paid advertisers can opt for premium or non-premium packages
Paid advertisers can opt for premium or non-premium advertisement packages. Premium
advertisement packages (platinum and diamond membership packages) allow preferential
listing of these advertisers ahead of non-premium (Supreme packages) and free listing.
All businesses listed with JDL are able to upload logos, pictures, videos and product
catalogues to enhance their campaigns and effectively showcase products and services.
JDL uses its proprietary pricing algorithms (pricing engine) to set the price range for
various membership packages depending on the keyword and locality.
Every business has a right to list for free on JDL, known as free listings, and businesses
which choose to pay for a listing to be featured on a priority basis in search results are
called paid advertisers. Paid advertisers can opt for premium or non-premium
packages. Premium advertisement packages (platinum and diamond membership
packages) allow preferential listing of these advertisers ahead of non-premium
(Supreme packages) and free listing. JDL has ~9.1m listed advertisers as in FY13, of
which 195,000 are paid advertisers as on December 31, 2012.
Effective showcase of products and services for SMEs - added value
proposition for SMEs
All businesses listed with the company are able to upload logos, pictures, videos and
product catalogues to enhance their campaigns and effectively showcase their
products and services. JDL also verifies the name of each business listed with it, the
contact details, website (if any) as it exists and also at the time the advertiser signs
for a campaign with the company. It also confirms that the advertiser offers the
products or services mentioned on the date of signing the campaign. JDL uses its
proprietary pricing algorithms (pricing engine) to set the price range for various
membership packages depending on the keyword and locality.
Company offers annual and long term automatically renewable memberships to paid
advertisers. Annual memberships are paid in advance on a monthly or annual basis,
while long term automatically renewable memberships are paid in advance on a
monthly basis and can be terminated after nine months by providing three month's
advance notice. Features of its membership packages are as follows:
Premium advertisement package
Premium advertisement comprises of (in order of priority) platinum and diamond
membership packages. For example, when users search for listings in a given category
or a specific geographic location, JDL's platinum members are listed first in the search
results followed by diamond members in the second place, ahead of non-premium
members and free listings on all available media. Premium members also enjoy the
flexibility to purchase part of the inventory for a given category -- they may choose to
purchase a fixed percentage of leads for a given category. The remaining leads are
then sold to other members who wish to purchase part of the position allocated to
the type of premium membership held.
4 June 2013
9

Just Dial
Non-premium advertisement package
In non-premium advertisement, when users search for listings in a given category for
a specific geographic location, the listings of non-premium advertisement package
enjoy priority in the search results over free listings on all available media. The number
of leads, the number of times the business listing is displayed or featured to users, is
proportional to the price of the package and the number of members in such category;
the more expensive the package, the higher the number of leads generated. JDL's
non-premium advertisement package members currently pay annual/monthly/weekly
subscription fees, which vary depending on the category, geographic region, number
of leads and the tenure of campaign.
Classification of business listings
Source: Company, MOSL
4 June 2013
10

Just Dial
Monthly and weekly payment system
A masterstroke in our view
Substantial portion (70%) of JDL's revenue comes from repeat advertisers of the year ago
period, which indicates higher returns generated by advertisers and strong brand recall.
Weekly/monthly packages are called Evergreen contracts and constitute ~50% of JDL's
1,95,000 paid advertisers. Likely to improve to 80% over next 3 years thereby leading to
improvement in average realizations.
Evergreen contracts not only helps in increasing the paid subscriber base but most
importantly act as a significant entry barrier for any newer/existing entrants.
Substantial portion (70%) of JDL's revenue comes from repeat advertisers of the year
ago period, which indicates higher returns generated by advertisers and strong brand
recall. Earlier, JDL was taking advance payment of around one year from paid
advertisers for premium (Platinum/Diamond) packages and non-premium packages
(Supreme). Higher upfront payment exerts pressure on advertisers' RoCE as most of
them are SMEs. To reduce the stress on SMEs and to increase the percentage of paid
subscribers as a proportion of total listings, it came out with weekly/monthly advance
payment packages for it's all its packages. These weekly/monthly payment packages
are called Evergreen contracts.
Evergreen contracts, introduced in FY09, now contribute ~50% of 195,000 paid
subscribers. Monthly/Weekly payments to JDL provide better comfort to advertisers'
cash flow and also improve their return on investment. It also provides better visibility
on advertisement expenditure and revenue generation, thereby leading to a shift
from free listings to paid listings. With contribution from Evergreen contracts expected
to reach 80% over the next three years, we believe it will cushion the fall in average
realization caused due to an entry in newer markets.
We believe this is the management's masterstroke as it not only helps to increase the
paid subscriber base but pertinently acts as a huge entry barrier for new entrant/
existing competitor who will find it unviable to offer a similar package due to lack of
search requests in comparison to JDL (267.2m at end-9MFY13). We expect this to reduce
the churn in existing advertisers and lead to higher number of new advertisers. We
also expect substantial improvement in the percentage of paid advertisers from 2.4%
in FY12 to 3.1% in FY15E.
Share of platinum advertisers' percentage of total paid campaigns to increase
going forward
When a consumer enquires for a particular category of service through a phone call,
generally a list of seven service providers in that category is sent by SMS. Of this, two
names remain fixed i.e. of Platinum being first and Diamond member being the
second. The other four change on a rotation basis and depending on the number of
paid advertisers in that category and the type of package. A similar method applies to
the search on JDL's website.
4 June 2013
11

Just Dial
To accommodate higher paid members, JDL removed the Gold membership so that
only two members remain fixed on every search, while five change on a rotation
basis. Going forward, we believe Diamond membership could be removed, resulting
in only Platinum and other non premium packages. This should not only lead to
substantial addition of paid advertisers but also an increase in pricing of Platinum
advertisers, which increased from 16% of total paid campaigns in FY11 to 22% in FY13.
Higher contribution from Tier II, III cities and entry into newer markets to
drive growth
JDL derives 37% of its paid listings from Mumbai and Delhi and 92% from top 11 cities.
Management expects contribution of top 11 cities to fall to 80-85% over the next few
years primarily due to higher traction from other markets (Tier II, III cities) and faster
growth due to a lower base. We believe the average realization in these newer markets
(Tier II, III) is likely to be lower as JDL's pricing differs geography-wise. While entry
into newer markets is likely to exert pressure on average realizations, the increased
pricing in Platinum segment complimented by increase in share of evergreen contracts
is likely to hold the decline in realizations. We have modeled 150bp reduction in
average realization in FY14E and FY15E respectively, but expect 50bp and 30bp
improvement in paid subscribers percentage of total listings in FY14E and FY15E
respectively, thus driving higher growth.
Premium listings increase...
…to help maintain average realization per campaign
Source: Company, MOSL
4 June 2013
12

Just Dial
Strong sales and market network
~80% of the total workforce is client facing
JDL had a strong sales and market network comprising of 7,342 employees (1,837 IRO,
2,707 tele sales executives, 944 feet-on-street executives) in end-FY13, of which ~80% of
the total workforce is client facing.
Once the contract is signed, company pays 2% of the contract value to IRO who transfers
the call to the tele sales executive, 2% to the tele sales executive and 4% to the marketing
executive for convincing the client to take up paid listing on JDL.
To develop and update data base in newer markets , while minimizing costs and expenses,
JDL initiated a reseller program whereby third parties collect and provide new entries to
JDL's database for a payment.
Company charges a one-time registration fee of INR5,000 and an annual fee of INR1,000 from
the reseller. The one-time registration fee is recognized when the contract with the reseller
is made and the annual fee is recognized on a pro rata basis over the period of contract.
JDL had a strong sales and marketing team comprising of 7,342 employees (1,837 IRO,
2,707 tele sales executives, 944 feet-on-street executives) in end-FY13, of which ~80%
of the total workforce is client facing. Company has a team of marketing executives
called "Just Dial Ambassadors" (372 as in FY13), whose principal objective is to educate
SMEs about its services. These executives are located in Ahmedabad, Bengaluru,
Chandigarh, Chennai, Coimbatore, Delhi, Hyderabad, Jaipur, Kolkata, Mumbai and
Pune.
Motivating incentive structure to increase paid advertisers base
Firstly, the IRO/tele sales executive makes initial contact with existing or potential
paid advertisers via telephone.
When the existing or potential paid advertiser expresses an interest to upgrade
the membership package or advertising to the tele sales executive, JDL sends its
feet-on-street executive to meet the advertiser.
When the owner of a business registers with JDL online, company's tele sales
executive contacts the entrepreneur within 24 hours to register the listing, inform
the benefits of paid advertising and, if accepted, to assist in the selection of an
ideal membership package.
Post signing the contract, JDL pays 2% of the contract value to IRO who transfers
the call to the tele sales executive, 2% to the tele sales executive and 4% to the
marketing executive for convincing the client to take up paid listing on JDL.
Total employee strength to grow at a slower pace
Average cost per employee trend
4 June 2013
13

Just Dial
80% of employees in client facing roles
Source: Company, MOSL
Penetration to newer areas through reseller programme reduces cost...
To develop and update data base in newer markets, with bare costs and expenses,
JDL initiated a reseller program whereby third parties collect and provide new entries
to JDL's database for a payment. Company charges a one-time registration fee of
INR5,000 and an annual fee of INR1,000 from the reseller. The registration fee is
recognized when the contract with the reseller is finalized and the annual fee is
recognized on a pro rata basis over the period of contract. This relationship with
resellers derives JDL new entries and business listings and potential paid advertisers,
in newer and existing without additional manpower. Currently 55% of JDL workforce
is on fixed basis with balance 45% being variable.
We believe JDL has strong operating leverage in the business model as most of its
costs are fixed in nature and hence any meaningful increase in revenue will improve
margins, going forward.
Strong sales and marketing network v/s competition
Source: Company, MOSL
4 June 2013
14

Just Dial
Innovation key to drive paid advertiser base
New product launches to drive growth
JDL launched the first phone-based search engine in India in 1996 under the Just Dial
brand. It launched its Internet and mobile services in 2007.
It tracks actual leads through the Internet by using a hosted number rather than clicks.
As at March 2013, JDL had 23m reviews and ratings on its website v/s 7.4m as at March
2012.
Like Google and Baidu, JDL uses proprietary pricing algorithms (pricing engine) to set the
price range for various membership packages. No human intervention is required.
With the aim of becoming a one-stop solution provider, JDL plans to launch new products
like enabling transcations, car listings, quick quotes, etc.
Just Dial – a pioneer in its business
JDL launched the first phone-based search engine in India in 1996 under the Just Dial
brand. It launched its Internet and mobile services in 2007. Since then, it has been
focused on innovation to enhance consumer experience and to find new avenues of
generating higher RoI for its paid advertisers.
Innovative services available on Just Dial website
Best Deal:
In an initiative intended to allow users to obtain the best price on
products or services, multiple vendors compete for a user’s business in a process
similar to a “reverse auction”. When a user elects to participate in a Best Deal
service, JDL instantly provides the user and the relevant vendors listed in its
database each other’s details. The vendors then contact the interested user directly
to compete amongst themselves on price and other factors to sell the product or
service being sought.
Reviews and Ratings:
Users can submit their reviews of businesses, products and
services on the Just Dial website or through its phone service. This also enables
companies listed in the database to receive feedback on their products and
services. JDL has recently added movie reviews and ratings by users on its website
and mobile Internet WAP site. As at March 2013, JDL had 23m reviews and ratings
on its website v/s 7.4m as at March 2012.
Tag-Your-Friend:
Users are encouraged to share their reviews and ratings by inviting
them to be part of a social search feature called “Tag-Your-Friend”. This feature
allows users to leverage their own network of participating friends and
acquaintances to recommend listings for them across the Just Dial website and
mobile Internet WAP site, including with JDL’s Master App. With this feature,
users are able to see the businesses most recently rated or reviewed by their
friends, and details of the experiences they had with such businesses. As at March
2013, 7.6m friends were “tagged” through this feature.
Logos, Pictures, Videos and Catalogues:
All businesses listed with Just Dial can
enhance their listings by uploading Logos, Pictures, Videos and Catalogues of
their products and services on their search result pages.
4 June 2013
15

Just Dial
Facebook and Twitter Links:
Users can connect to JDL’s Facebook and Twitter pages
directly through links provided on the Just Dial webpage. Users can also tweet the
business listings directly from JDL’s website. As at March 2013, Just Dial had 1.5m
fans on Facebook and 10,506 followers on Twitter.
Just Dial Events:
Users can search for upcoming events without any charge on
events.justdial.com. Search categories include Arts & Crafts, Community, Dance,
Food & Drinks, Lifestyle, Literary, Music, Nightlife & Parties, Sales & Exhibitions
and Theatre. This service is currently available for events in eight cities –
Ahmedabad, Bengaluru, Chennai, Delhi/NCR, Hyderabad, Kolkata, Mumbai and
Pune.
New product launches to drive growth
JDL plans to leverage its Just Dial brand, strong SME relationships and database to
expand its business by offering new products and services. These will not only enhance
customer experience but could also lead to a non-linear revenue model for the
company. JDL plans to launch the following:
Mobile Apps:
To keep up with the latest in mobile Internet technology, JDL has
developed its own Master App for major mobile phone operating systems. Its
Master App is already in use with Android mobile phones and iPhones (launched
in April 2013) and JDL is in the process of developing it as an application (or app)
for use with Blackberry and Windows Phone 7.
Enabling Transactions:
JDL internet and mobile app in collaborations with service
provides and vendors will allow directly allow a number of bookings and purchases
rather than calling multiple providers for restaurant bookings, home delivery of
food, groceries, doctors’ appointments, taxi bookings, enable ecommerce
Car Listings:
JDL is exploring various options for users to offer to sell or buy goods
and services through its website, starting with cars. It also plans to develop a Car
Listings website, where users can research and rate car models, list their cars for
sale, and receive price quotes from vendors of both new and used cars.
Quick Quotes:
JDL also plans to launch “Quick Quotes”, intended to provide
prospective buyers with price quotes from multiple vendors, and which will be
available 24x7. Prospective buyers could also receive real time updates of revised
quotes by vendors through SMS and email. This service is likely to be available on
all four of JDL’s platforms: Internet (www.quickquotes.in), mobile Internet
(wap.quickquotes.in), voice (69999999 and +91 88-8888-8888) and SMS (+91 88-
8888-8888).
We believe that the company might look at charging a nominal fees for these services,
going forward, thereby developing a non-linear revenue stream.
4 June 2013
16

Just Dial
MSMEs growing in double digits; turning to online advertising
Huge scalable opportunity for players like JDL
According to the Ministry of Micro, Small and Medium Enterprises, in terms of gross
output, MSMEs’ production has grown steadily from INR7,094b in FY07 to INR10,958b in
FY11 – a CAGR of 11.5%, higher than the growth rate for the overall Industry segment.
Currently, Just Dial has 9.1m free listers, 27-28% of the overall market. As at December
2012, it had just 195k paid advertisers, 0.6% of the overall market size of ~32mn SME. The
opportunity for scaling up is huge.
According to Netscribes, the Indian advertising market is expected to grow from INR255.9b
in 2011 to INR369.5b by 2015 – a growth rate of 9.6%. The Internet is the fastest growing
medium, with estimated growth of 51% over 2011-12.
MSMEs a sizable force; offer scalable opportunity
The Ministry of Micro, Small and Medium Enterprises estimates that in terms of value,
SMEs account for ~45% of India’s manufacturing output and ~40% of total exports, and
employ 73.2m people. In terms of gross output, MSMEs’ production has grown steadily
from INR7,094b in FY07 to INR10,958b in FY11 – a CAGR of 11.5%, higher than the
growth rate for the overall Industry segment. Moreover, the number of SMEs has
increased from 26.1m in FY07 to 31.5m in FY11 – a growth of 4.8%.
Currently, Just Dial has 9.1m free listers, 27-28% of the overall market. As at December
2012, it had just 195k paid advertisers, 0.6% of the overall market size of ~32m SMEs.
The opportunity for scaling up is huge.
MSME production in terms of gross output (INR b)
Total number of SMEs and growth trend
Source: Ministry of Micro, Small and Medium Enterprises Annual Report 2012, MOSL
Indian advertising market growing at ~10%; Internet the fastest growing
medium
According to Netscribes, the Indian advertising market is expected to grow from
INR255.9b in 2011 to INR369.5b by 2015 – a growth rate of 9.6%. Currently, television
represents the largest segment of the Indian advertising market, with 46% share,
followed by print advertising, with 40.4% share. The Internet is the fastest growing
medium, with estimated growth of 51% over 2011-12. This is due to the growing
Internet penetration among individuals, emergence of online solutions/services that
are driving end-user interest, and growing Internet usage on mobile phones.
4 June 2013
17

Just Dial
Trend in advertising revenue
2011
2012E
Source: Netscribes, Just Dial DRHP, MOSL
Medium-wise growth – Internet growing the fastest
Source: Netscribes, Just Dial DRHP, MOSL
4 June 2013
18

Just Dial
Internet penetration in India to triple in five years
Online classifieds at the cusp of high growth
According to Internet World Stats, as at June 2012, Internet penetration in India was
11.4% as against 78.1% in the United States and world average of 34.3%.
Internet penetration in India is expected to reach 30% by FY16E, providing a huge
opportunity for the online classifieds business.
According to an Ernst & Young (E&Y) survey, 43% of the companies use social media for
leads, spending 1-5% of their marketing budgets on online leads.
Netscribes expects the classifieds market to grow from INR37.4b in FY12 to INR84.3b in
FY16E, with the share of online classifieds improving from 42.3% in FY12 to 46.9% in
FY16. The potential market for JDL is, therefore, likely to increase from INR15.8b to
INR39.5b in five years.
Indian Internet market still at nascent stage
The Indian Internet market is still at a nascent stage and has the potential to expand
rapidly. According to Internet World Stats, as at June 2012, Internet penetration in
India was 11.4% as against 78.1% in the United States. There were ~137m Internet
users in India, making it the third largest population of Internet users after China and
the United States. Internet penetration in India is expected to reach 30% by FY16,
providing a huge opportunity for the online classifieds business. According to an
Ernst & Young (E&Y) survey, 43% of the companies use social media for leads, spending
1-5% of their marketing budgets on online leads.
Internet penetration (%)
Source: Internet World Stats, MOSL
Potential market for JDL to increase at a CAGR of 26%
According to Netscribes, classifieds are becoming an increasingly popular mode of
advertising. It expects the classifieds market to grow from INR37.4b in FY12 to INR84.3b
in FY16E, and the share of online classifieds to increase from 42.3% in FY12 to 46.9% in
FY16E, driven by strong growth in online advertising and significant increase in Internet
penetration. As a result, the potential market for JDL is likely to increase from INR15.8b
in FY12 to INR39.4b in FY16E – a CAGR of 26%.
4 June 2013
19

Just Dial
Classifieds market size and growth
Classifieds market segmentation – share of online
classifieds increasing
Source: Netscribes, Just Dial DRHP, MOSL
4 June 2013
20

Just Dial
Telecom revolution a key growth enabler
Increasing smart phone penetration leading shift from voice to Internet
Tele-density in India has increased from 37% in FY09 to 73.3% in FY12, led by greater
affordability of handsets and call rates.
As at December 2012, the subscriber base stood at 895.5m and is likely to grow at a CAGR
of 6% over FY12-16E.
According to IDC, India had 2.5% share of the smart phone world in CY12. This is likely to
reach 8.5% in CY16E, and by that year, India would be the third-largest smart phone
market.
Also, with growth in smart phones, the number of 3G subscribers is likely to increase
from ~3m in FY11 to ~236m in FY16E – a CAGR of 139%.
Tele-density in India up from 37% in FY09 to over 73%
Growth of advertising and search services in India is also due in part to the growing
use of mobile Internet in India. The telecom revolution has been a key enabler for
voice-based searches. Tele-density has increased from 37% in FY09 to 73.3% in FY12,
led by greater affordability of handsets and call rates. As at December 2012, the
subscriber base stood at 895.5m and is likely to grow at a CAGR of 6% over FY12-16.
India to be third-largest smart phone market by FY16E
According to IDC Asia Pacific Quarterly Mobile Phone Tracker data for CY12, the overall
mobile phone market in India grew 16% during the year to ~218m units. Growth was
largely driven by smart phones, which grew from ~11m units in CY11 to 16.3m units in
CY12, up 48%.
India had 2.5% share of the smart phone world in CY12. This is likely to reach 8.5% in
CY16E, and by that year, India would be the world’s third-largest smart phone market.
Given the favorable demographics and rapidly expanding economy, India’s smart
phone numbers are poised to expand at a much faster pace than the rest of the world.
With growth in smart phones, the number of 3G subscribers is likely to increase from
~3m in FY11 to ~236m in FY16E – a CAGR of 139%.
Overall (wireless and wireline) tele-density in India
Source: TRAI, MOSL
4 June 2013
21

Just Dial
Margins to expand with higher contribution from
Internet, mobile app
Cost of service delivery through Internet and mobile app negligible
JDL’s topline has grown at a CAGR of ~40% over FY09-12, with PAT growing at a CAGR of
106%, primarily driven by margin expansion from sub-5% in FY08 to 28% in 9MFY13.
While service delivery through voice costs JDL INR2.7/call, in case of Internet and mobile
app, the cost is negligible.
With shift in search mode from voice to Internet and mobile, we expect employee cost
to decline from 50% of sales in FY12 to 45% in FY15, improving operating margin further.
JDL intends to develop a dedicated category of portals to attract SMEs. It has already
developed its Master App for Android mobile phones and iPhones, and is developing it as
an application for Blackberry and Windows Phone 7.
Has grown manifold in five years, with significant margin expansion
JDL launched the first phone-based search engine in India in 1996 under the Just Dial
brand. It launched its Internet and mobile services in 2007. Over the last five years,
JDL has grown manifold in terms of its reach, listings and paid membership. Its topline
has grown at a CAGR of ~40% over FY09-12, with PAT growing at a CAGR of 106%,
primarily driven by margin expansion from sub-5% in FY08 to 28% in 9MFY13. We
expect further margin expansion, with shift in search mode towards the Internet.
Margins likely to expand further…
While service delivery through voice costs JDL INR2.7/call, in case of Internet and
mobile internet, the cost is negligible. With shift in search mode from voice to Internet
and mobile, we expect employee cost to decline from 50% of sales in FY12 to 45% in
FY15, improving operating margin further.
…with growing usage of its mobile app
JDL’s growth would also be a derivative of growing usage of its mobile app. The
company believes that this growth would be a function of two things:
1. Decline cost of acquisition of smart phones, resulting in higher penetration of
smart phones, which equip users with Internet while on the move.
2. Decline in cost of Internet service, increasing Internet usage on phone.
JDL intends to develop a dedicated category of portals to attract SMEs. It has already
developed its Master App for Android mobile phones and iPhones, and is developing
it as an application for Blackberry and Windows Phone 7.
Increase in number of searches through Internet and mobile
Improving share of internet and mobile
4 June 2013
22

Just Dial
Financials impressive; to get even better
Expect 43% earnings CAGR over FY12-15E
We expect JDL’s topline to grow at a CAGR of 33% over FY12-15E, primarily driven by
increase in paid advertisers from 171k in FY12 to 356k in FY15E.
EBITDA margin would expand from 25.7% in FY12 to 31.3% in FY15E, primarily driven by
increased share of Internet and mobile app.
Owing to 33% topline growth and 560bp margin expansion over FY12-15E, we expect PAT
to grow at 43%.
Over FY12-15E, operating cash flow would be INR5.5b and free cash flow would be INR4.3b.
We expect JDL to pay out 38-40% of its profit as dividend, keeping return ratios at
healthy levels.
Topline to grow at 33%, driven by increase in paid advertisers
We expect JDL’s topline to grow at a CAGR of 33% over FY12-15E, primarily driven by
increase in paid advertisers from 171k in FY12 to 356k in FY15E. We expect paid
advertisers as a percentage of total listings to improve from 2.4% in FY12 to 3.1% in
FY15E. However, overall realizations would decline by 150bps in FY14E and FY15E
respectively, primarily due to JDL’s entry into new markets and higher contribution
from existing tier-2 and tier-3 markets.
Sales growth trend
Source: Company, MOSL
EBITDA margin to expand 560bp over FY12-15
We expect JDL’s EBITDA margin to expand from 25.7% in FY12 to 31.3% in FY15E, primarily
driven by increased share of Internet and mobile internet. The share of voice has
reduced from 63.5% in FY09 to 45.6% in FY12. Consequently, the share of Internet has
increased from 34% in FY09 to 49% in FY12. We expect employee cost to decline from
50% of sales in FY12 to 45% in FY15E, as the share of Internet and mobile internet
improves. We believe that while the share of Internet would increase to 51% in FY15E,
the share of mobile app would increase from 5.3% in FY12 to 18% in FY15E. The cost of
delivery through Internet and mobile internet is negligible as compared to voice.
4 June 2013
23

Just Dial
EBITDA margins to inch higher
Source: Company, MOSL
PAT to grow at 43% over FY12-15E
Owing to 33% topline growth and 560bp margin expansion over FY12-15E, we expect
PAT to grow at 43%. Given the negative working capital cycle, we expect JDL to generate
free cash flow of INR4.3b over FY12-15, leading to ~44% CAGR in other income.
PAT growth trend over FY09-15
Source: Company, MOSL
Negative working capital cycle to lead to higher free cash flows
JDL collects advances from its paid advertisers and has no debtors. It has a negative
working capital cycle of 154 days. JDL operates an asset-light business model, with no
major capex. Over FY13-15E, we expect JDL to incur capex of INR1.1b. During the
period, its operating cash flow would be INR5.5b and free cash flow would be INR4.4b.
We expect the company to pay out 38-40% of its profit as dividend, keeping return
ratios at healthy levels.
Healthy operating cash flows and free cash flows
Free cash flow as percentage of PAT
4 June 2013
24

Just Dial
Possible upside of over 20%
Initiating coverage with Buy
JDL trades at 33.8x FY14E and 24.7x FY15E EPS.
Given that the company is (1) in a high growth phase, (2) generating strong free cash
flows, and (3) maintaining healthy return ratios, we believe the premium valuations are
justified.
We initiate coverage with a Buy rating. Our target price of INR660 implies 24.5% upside.
Has grown manifold over FY08-12
Over the last four years, JDL has grown manifold in terms of its reach, listings (from
4.5m in FY10 to 9.1m in FY13; CAGR of 26.5%), and paid membership (from 40.5k in
FY09 to 171k in FY12; CAGR of 61.6%). Its topline has grown at a CAGR of ~40% over
FY09-12, with PAT growing at a CAGR of 106%, primarily driven by margin expansion
from sub-5% in FY08 to 28% in 9MFY13.
Expect high growth to continue over FY12-15E
We expect JDL’s topline to grow at 33% CAGR over FY12-15E, with 560bp margin
expansion, driven primarily by shift in search mode from voice to Internet and mobile
app. Consequently, we expect 43% PAT CAGR over FY12-15E.
Deserves premium valuations
The stock trades at 33.8x FY14E EPS of INR16 and 24.7x FY15E EPS of INR22. Given that
(1) JDL is in a high growth phase, (2) has an asset-light business model, (3) is a virtual
monopoly in the voice search segment, (4) negative working capital cycle and high
free cash flows, (5) boasts strong dividend payout, and (6) maintains healthy return
ratios, we believe that premium valuations are justified. We value the stock at 30x
FY15E EPS and arrive at a target price of INR660 – an upside of 25%. We initiate coverage
with a
Buy
rating.
Comparative valuation: International (USD b)
MCap
Sales
(USD b) CY11 CY12 CY13E CY14E
Google
Baidu
Yahoo
Linkedin
Yelp
288.4
33.8
28.5
18.5
1.9
37.9
2.2
5.0
0.5
0.1
50.2
3.5
5.0
1.0
0.1
47.4
4.9
4.5
1.5
0.2
EBITDA
EBITDA margins (%)
PAT
5 Yr CY11 CY12 CY13E CY14E CY11 CY12 CY13E CY14E CY11 CY12 CY13E CY14E 5 yr
CAGR %
CAGR %
55.0 17.0 13.6 15.7 21.5 25.5 35.9 31.3 45.4 46.4
9.7 10.7 15.7 18.1 20.8
6.3 52.3
1.3
2.0
2.2
2.8 58.4 56.3 45.7 44.4
1.0
1.7
1.8
2.2 43.4
4.7 -7.4
1.5
1.5
1.7
1.7 29.6 29.2 36.7 37.1
1.0
3.9
1.5
1.6
6.9
2.1 71.7
0.1
0.1
0.4
0.5 13.2 14.1 24.4 25.6
0.0
0.0
0.2
0.3 101.3
0.3 59.7 -0.01 -0.01 0.02 0.05 -14.3 -7.5 10.4 15.9
0.0
0.0
0.0
0.0
na
Comparative valuation: Domestic (INR b)
MCap
Sales
EBITDA
EBITDA margins (%)
PAT
(INR b) FY12 FY13 FY14E FY15E 5 Yr FY12 FY13 FY14E FY15E FY12 FY13 FY14E FY15E FY12 FY13 FY14E FY15E 5 yr
CAGR %
CAGR %
Info Edge 37.1
Just dial
37.7
3.9
2.6
4.7
3.7
5.5
4.8
6.7
6.2
20.3
35.3
1.2
0.7
1.2
1.0
1.5
1.4
1.9
1.9
30.2
25.7
25.7
27.8
27.1
29.6
28.7
31.3
1.0
0.5
0.9
1.3
1.6
26.0
0.7
1.1
1.5 52.0
Source: Company, MOSL
4 June 2013
25

Just Dial
International (USD b)
CF from Operation
CY11
CY12
CY13E
Google 14.6
Baidu
1.3
Yahoo
1.3
Linkedin 0.1
Yelp
0.00
16.6
1.9
-0.3
0.3
0.00
18.0
1.8
1.3
0.3
0.01
CY14E
21.4
2.1
1.2
0.5
0.03
CY11
107.2
96.7
89.9
193.5
-2.1
CFO/EBITDA
CY12
CY13E
105.7
95.5
-19.3
195.4
1.0
83.8
80.5
77.5
93.7
51.9
CY14E
83.7
76.0
69.8
83.8
66.5
CY11
18.7
56.0
8.4
3.7
na
ROE (%)
CY12
CY13E
16.5
50.6
29.1
2.8
na
17.8
34.8
10.6
10.8
1.6
PE (X)
CY14E CY14E
17.7
31.2
10.1
15.1
12.6
16.3
15.8
17.6
80.6
75.1
Domestic (INR b)
CF from Operation
FY12
FY13
FY14E
Info Edge 1.0
Just dial
0.9
0.8
1.3
1.3
1.8
FY15E
1.6
2.4
FY12
85.1
134.1
CFO/EBITDA
FY13
FY14E
64.5
129.5
88.7
127.1
FY15E
83.8
122.7
FY12
21.5
52.3
ROE (%)
FY13
FY14E
16.1
25.0
PE (X)
FY15E FY15E
19.6
20.3
23.2
21.7
25.8
24.7
Source: Company, MOSL
4 June 2013
26

Just Dial
Management details
Mr V S S Mani, MD & CEO
Mr V S S Mani is the Founder, Managing Director and CEO of JDL and has been associated
with the company since its incorporation. Previously, he co-founded Ask Me Services and
also worked with United Database India Private Ltd. He is presently engaged in exploring
avenues for technological innovation of JDL’s business and has been responsible for
adapting the company’s business model to suit the changing market conditions. He is also
involved in the formulation of corporate strategy and planning, overall execution and
management, and concentrates on growth and diversification plans.
Mr V Krishnan, Director & COO
He is the co-founder of JDL and has ~20 years of experience, working in the field of
strategic planning and execution. He played a key role with responsibilities including
business development, business expansion, operations, strategic planning and
execution.
Mr Ramkumar Krishnamachari, CFO
He is a member of the ICAI and ICWA. He is also a Certified Public Accountant by the
State Board of Accountancy, Delaware, US. He is a CFA charter holder from the CFA
Institute, US and has ~22 years of experience in the field of finance and accounting.
Prior to joining JDL, he worked with Royal Sundaram General Insurance Allied
Company Ltd.
Mr Sandipan Chattopadhyay, CTO
He has been associated with JDL since January 1, 2009. He holds a bachelor’s degree in
statistics from the Indian Statistical Institute, Kolkata and post graduate diploma in
computer aided management from the Indian Institute of Management, Kolkata. He
has ~16 years of experience in the field of technology. Prior to joining JDL, he was
associated with E Dot Solutions India Private Ltd.
Shareholding pattern
Particulars
Pre
IPO
Post
IPO
Key milestones
Year
1993
1996
1997
2000
2006
2006
2007
2007
2007
2009
2009
2011
2011
2012
Event
Incorporation of Company as A&M Communications Private Limited
Commencement of Company’s search business operations in Mumbai with 8888?888
telephone number
The brand ‘Just Dial’ was registered
Secondary sale of 50% stake by Promoters to Indiainfo.com Private Limited
Investment of Rs546.9m by SAIF
Change in name of Company from A&M Communications Private Limited to Just Dial
Private Limited
Launch of Company’s website http://www.justdial.com
Investment of Rs165.3m by Tiger Global and second round of investment of
Rs40m by SAIF
Launch of search service through SMS and mobile internet
The company’s website receives 25m visits in a year for the first time
Investment of Rs383.5m by Sequoia , Rs308.8m by Tiger group and Rs95.9m by SAIF
Investment of Rs166.9m by SAP Ventures and Rs166.9m by EGCS
Demerger of activities and operations pertaining to IT?related testing and other related
services of Company to JD Global
Investment of Rs3,269.5m by Sequoia and second round of investment by SAP Ventures.
Source: Company, MOSL
27
Promoter
37.1
33.1
PE Inventors/ Venture
capital
60.5
39.5
SAIF
19.7
11.2
Tiger global 19.9
13.4
Sequoia
18.4
13.8
SAP Ventures 1.6
1.1
EGCS
0.9
0
Employees
2.3
2.3
Public
0
25
Total
100
100
Source: Company
4 June 2013

Just Dial
Key risks
Execution:
JDL has an edge over competition due to its strong reach of more than
2,000 cities and database of 9.1m listings, which however has to be updated regularly
to maintain accuracy. Any failure in updating might lead to customer dissatisfaction
and lead to lesser number of search requests going forward, and hence might impact
its paid campaigns' growth. Also, security breaches may result in downtime.
Evolving with technology, the biggest challenge:
JDL, over the past 20 years,
preempted the change in content medium impressively by moving from directory-
to-voice-to-Internet-to-mobile application. Over the long term, as this medium
keeps evolving, JDL will have to preempt it and understand the consumer needs
and develop an ideal product without delay. With INR5b of cash balance and annual
free cash flow potential of INR1.3b, company is well-equipped to develop a new
technology or platform when required.
Competition from Google would be a threat:
Presently, JDL is significantly ahead
of competition due to its strong brand recall coming from its long touch point with
customers. None of its competitors over the last five years has been a threat.
Going forward, as India grows in terms of Internet usage, there would be rising
competition from large global players. Google, for its next leg of growth, may
plan to develop local search platforms and earn from local companies. Globally,
Google's search services are based on technology, while the search market in
India requires collating and maintaining database through feet-on-street and
voice-based search options. Hence, probability of Google re-entering the local
search market is low. But any such move by Google is a key monitorable considering
its technology competence and capital availability.
LTE technology and affordable smart devices could provide users more online
options:
LTE technology is likely to provide a boost to data usage. This may attract
domestic and international companies to provide mobile applications for local
search services which could potentially be another big competition for JDL. While
the company continues to keep pace with new technologies (such as Android-
based applications), competition from newer applications and its ability to
compete remain a monitorable.
Regulatory policies can affect business, as seen in the past:
The Department of
Telecom and Ministry of Broadcasting are the two regulatory agencies that guide
web content in India. Any policies or reforms passed by the agencies can have an
adverse impact on JDL's operations and growth. Telemarketing norms and
enforcement of do-not-disturb (DND) list in 2010 discouraged the practice of
directly connecting the customer with the service provider. If the Telecom
Regulatory Authority of India (TRAI) prohibits JDL from sharing the caller's details
with advertisers, it will reduce the company's ability to monetize their listings to
the fullest and may impact realizations in the future. Going forward, any policies
to regulate the classifieds content and malpractices of players can be a dampener
for JDL.
Growth at cost of working capital:
Company has 50% of its campaign based on
weekly and monthly payment format. A special package to increase the share of
paid subscribers at the cost of working capital might impact the balance sheet and
cash flow from operations.
28
4 June 2013

Just Dial
Company description
Just Dial Ltd (JDL) is one of the leading local search engines in India. It provides users
with information and user reviews from its database of local businesses, products
and services across India. Its search service is available to users through multiple
platforms: Internet, mobile Internet, telephone (voice) and text (SMS). In FY12, it
addressed over 254.3m search requests across its platforms. Campaigns increased
from ~40,500 as on March 31, 2009 to ~195,100 as on December 31, 2012.
As one of the first companies to offer local search services in India, it has a first-mover
advantage among consumers seeking information on local businesses. JDL is a well-
known and established brand on the Internet and through its easy to remember phone
numbers (88888 88888 and 6999 9999) and user friendly mobile phone interface, it
attained significant mind share with users for their local search needs.
In 2009, JDL launched its service in the US to experience the market first-hand. With
not much development in the US, the company demerged the same into a different
entity with JDL's promoters and investors as its owners. It is no more a part of Justdial
Ltd. The brand, Justdial, is owned by JDL and JDL Global would pay a royalty to use the
same when operations commence.
Presently, JDL has 7,342 employees, of which 2,707 are in sales, 944 on-the-street,
~1,837 in the voice data center and the rest in product development, security, database
management and administration. Since commencement of operations, JDL expanded
its physical presence to 11 cities, with call centers at eight locations.
Company launched the first phone-based search engine in India. Beginning with just
two cities, Mumbai and Delhi, its services are available across the country. Having
initiated search operations only through phone, six years ago it adopted the new era
mediums of Internet, mobile Internet and SMS. JDL is the most preferred brand in the
local search engine space due to a highly-satisfactory user experience.
Share of category searches at 36%
Source: Company, MOSL
4 June 2013
29

Just Dial
Financials and Valuation
Income Statement
Y/E March
Net Sales
Change (%)
Total Expenditure
EBITDA
Margin (%)
Depreciation
EBIT
Other Income - Rec.
PBT bef. EO Exp.
EO Expense/(Income)
PBT after EO Exp.
Current Tax
Deferred Tax
Tax Rate (%)
Reported PAT
PAT Adj for EO items
Change (%)
Margin (%)
2010
1,309
52.4
1,012
297
22.7
53
245
39
283
0
283
0
99
34.9
184
184
165.5
14.1
2011
1,839
40.5
1,385
454
24.7
68
386
37
423
2
421
119
15
32.0
286
288
56.1
15.6
2012
2,621
42.5
1,948
673
25.7
90
583
150
732
-5
737
206
3
28.4
528
524
82.3
20.0
2013E
3,651
39.3
2,635
1,016
27.8
138
878
157
1,035
0
1,035
300
0
29.0
735
735
40.1
20.1
2014E
4,805
31.6
3,383
1,422
29.6
190
1,232
337
1,570
0
1,570
455
0
29.0
1,114
1,114
51.7
23.2
(INR Million)
2015E
6,167
28.3
4,239
1,927
31.3
238
1,689
462
2,151
0
2,151
624
0
29.0
1,527
1,527
37.0
24.8
Consolidated - Balance Sheet
Y/E March
Equity Share Capital
Total Reserves
Net Worth
Minority Interest
Total Loans
Capital Employed
Gross Block
Less: Accum. Deprn.
Net Fixed Assets
Capital WIP
Total Investments
2010
11
626
637
1
3
641
342
150
192
0
780
2011
521
411
932
0
1
933
464
191
273
0
1,160
2012
531
542
1,072
0
0
1,072
638
281
357
3
1,568
540
0
237
303
1,405
1,392
13
-865
1,072
2013E
694
4,101
4,795
0
0
4,795
1,038
419
619
22
1,568
4,486
0
4,123
364
1,909
1,892
17
2,577
4,795
(INR Million)
2014E
694
4,772
5,467
0
0
5,467
1,338
610
729
29
1,568
5,616
0
5,180
436
2,484
2,462
22
3,132
5,467
2015E
694
5,695
6,389
0
0
6,389
1,738
848
890
37
1,568
7,055
0
6,532
524
3,170
3,142
28
3,885
6,389
Curr. Assets, Loans&Adv.
235
449
Account Receivables
0
11
Cash and Bank Balance
121
201
Loans and Advances
113
236
Curr. Liability & Prov.
593
961
Account Payables
580
940
Provisions
13
21
Net Current Assets
-359
-512
Appl. of Funds
641
933
E: MOSL Estimates; * Adjusted for treasury stocks
4 June 2013
30

Just Dial
Financials and Valuation
Ratios
Y/E March
Basic (INR)*
EPS
Cash EPS
BV/Share
DPS
Payout (%)
Valuation (x) *
P/E
Cash P/E
P/BV
EV/Sales
EV/EBITDA
Dividend Yield (%)
Return Ratios (%)
RoE
RoCE
2010
3.8
166.3
13.3
0.0
0.0
2011
4.6
6.0
14.8
0.0
0.0
2012
8.1
10.8
16.5
0.0
0.0
2013E
10.6
12.6
69.1
4.6
38.4
2014E
16.0
18.8
78.7
7.2
39.8
2015E
22.0
25.4
92.0
9.8
39.6
65.7
49.1
32.1
9.3
36.0
0.0
50.1
42.2
7.7
5.6
20.0
0.9
33.0
28.2
6.7
4.0
13.6
1.4
24.1
20.8
5.8
2.9
9.3
1.9
34.3
52.5
36.7
53.8
52.3
73.0
25.0
35.3
21.7
30.6
25.8
36.3
Working Capital Ratios
Fixed Asset Turnover (x)
4
Asset Turnover (x)
2.0
Debtor (Days)
0
Creditor (Days)
162
Working Capital Turnover (Days) -134
Leverage Ratio (x)
Current Ratio
Debt/Equity
* Adjusted for treasury stocks
4
2.0
2
187
-142
4
2.4
0
194
-154
4
0.8
0
189
-154
4
0.9
0
187
-156
4
1.0
0
186
-157
0.4
0.0
0.5
0.0
0.4
0.0
2.4
0.0
2.3
0.0
2.2
0.0
Consolidated - Cash Flow Statement
Y/E March
Net Profit / (Loss) Before Tax
Depreciation
Interest & Finance Charges
Direct Taxes Paid
(Inc)/Dec in WC
CF from Operations
EO Expense
CF from Operating incl EO
(inc)/dec in FA
(Pur)/Sale of Investments
Others
CF from Investments
Issue of Shares
(Inc)/Dec in Debt
Dividend Paid
Others
CF from Fin. Activity
Inc/Dec of Cash
Add: Beginning Balance
Closing Balance
4 June 2013
2010
283
53
0
-45
82
373
-24
350
-99
-233
34
-298
2
4
0
-
-
-
204
-
2011
421
70
0
-133
259
618
-13
605
-176
-388
36
-528
1
-2
0
-7
-8
69
121
190
2012
736
91
0
-209
384
1,003
-101
902
-231
-1,092
179
-1,144
293
-2
0
-15
277
34
201
235
2013E
1,035
138
0
-300
443
1,316
0
1,316
-419
0
0
-419
3,270
0
-282
0
2,988
3,885
237
4,123
(INR Million)
2014E
1,570
190
0
-455
503
1,807
0
1,807
-307
0
0
-307
0
0
-443
0
-443
1,057
4,123
5,180
2015E
2,151
238
0
-624
599
2,364
0
2,364
-408
0
0
-408
0
0
-604
0
-604
1,352
5,180
6,532
31

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Just Dial
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