Vijay Mallya - "King of all times!"

December 18 has many notable birthdays to its credit.  Starting with my mother others include Steven Spielberg, Brad Pitt and our very own King of Good Times, Dr. Vijay Mallya.  He may be called the "Richard Branson" of India or the flamboyant king or "playboy and brash" but he pulls off each appearance with panache.  Be it attending Derbies at the Mahalaxmi Race Course or IPL matches he never fails to make his presence felt.  The entourage of bikini clad sexy women makes males half his age jealous and being the face on the Kingfisher Calendar is a dream for upcoming models.  Its a dream lifestyle for many people today - money, beer, women. What else can a person ask for?

Taking over the reins of the UB group at a very young age (he was 28 when his father died an untimely death) he has steered his group like very few of his age could do.  Starting with consolidating the various companies under the UB group, he expanded his group rapidly to become the number 2 beer maker in the world.  He also has a fertilizer company, Mangalore Chemicals and Fertilizers (only one in Karnataka) and a sports company which owns football teams - Mohun Bagan AC and Kingfisher East Bengal, IPL team Royal Challengers Bangalore and F1 team Force India besides the flagship United Breweries, United Spirits and now grounded Kingfisher Airlines.

All was hunky dory till 2007 when he acquired Air Deccan for two reasons - start flying abroad early (Indian rules stipulate minimum 5 years before flying abroad) and to compete with the LCCs.  Before that or even till late 2012 he was the "King of Good Times".  He has 26 exotic properties across the world, Morocco, Trump Towers in New York, Johannesberg, an island near France, the beach facing Kingfisher Villa in Goa (which coincidentally bear the same initials on the entrance as mine "VM".), the residential Kingfisher Towers in Bangalore and a stud farm as well.  I forgot to mention two world-class yachts where the best parties happen and are a delight for the coveted guest list.  He has on more than one occasion done India proud by getting the Tipu Sultan sword and Gandhi's artefacts from the auctions abroad saving the face for the Indian government in the latter case.  It was a lifestyle envied by most contemporaries.

He expanded his liquor portfolio through the inorganic route by buying iconic brands like Whyte and Mackay and Bouvet Ladubay and had 22 other brands selling more than a million cases.  One of the reasons why Vijay Mallya lived such a lifestyle can be attributed to the fact that he was the brand ambassador of the group, of Kingfisher.  "Vijay Mallya was Kingfisher and Kingfisher was Vijay Mallya."  With strict rules on advertising for liquor he decided to use aviation to promote the brand after water, parties etc.  But this is by far the worst move he has made (it looks so at present but life is full of surprises).  

It was his ambition to be the "King of skies" and made an effort to buy out Air Sahara. But he did not succeed as the controversial aviation 'raja' Naresh Goyal snapped it.  This event made his CFO and long time friend Ravi Nendugadi heave a sigh of relief as he had always opposed going into aviation. It was justified given that aviation had losses with just 1-2% margins in good times while the liquor business had anything upwards of 20% margins.  Any CFO would do that.  But VM had other plans and he always had his way.  He started full service carrier Kingfisher in 2005 and offered gourmet food, TV, gorgeous air hostesses and plush seats so that it could live up to its image.  Facing competition and rising costs compelled him to buyout Air Deccan when it was up for sale in 2007. He believed there are no low cost carriers but low fare carriers but somehow lost the way when he renamed Air Deccan as Kingfisher Red which created confusion among fliers. And from here the troubles started with aviation guzzling all the cash from the liquor business and more.  

At present he has sold United Spirits to Diageo with only 11% to his name most of which is pledged, his majority stake in Mangalore Chemicals has reduced to make him third largest shareholder and faces a threat of a takeover from Deepak Fertilizers, he has had to sell half his stake in F1 Force India to Sahara group, cut down on expenditure in football teams, reports of problems at RCB IPL team and a few days ago Heineken has become the largest shareholder in United Breweries, maker of Kingfisher beer.  The once tough negotiator is finding it tough to strike a deal with banks who are selling the collateral, Airport authorities and operators slapping notices for dues and IT department not far behind, so much so that the Kingfisher house and villa are being seized by creditors and Mallya is silent with occasional statements of starting his airline again.  Employees are not paid and the blame for the airline goes on everyone from parts manufacturers to engine makers and many have filed winding-up petitions in the HC which the court has admitted.  Surely one cannot have a birthday worse than this.

But then we are talking about Vijay Mallya.  He celebrates his losses as much as his wins.  He is known to speak straight to the extent of urging IIM Ahmedabad students that ban on liquor in Gujarat should be lifted. He was criticized but hey, he means business and he was promoting it.  If such problems were to bog him down Kingfisher would have never existed or grown so much.  It was his style that has made Kingfisher what it is today.  He is the only Rajya Sabha MP to wear diamond studs and flaunt it.  Later wore designer khadi jackets.  He had the support of all political parties when he filed nominations and he is vocal about policy changes which shows his clout.  A famous article says that a 20-odd boy from USA mortgaged his Ferrari for $1500 for 15 days and later returning to claim it after paying the principal and interest.  On being asked by the banker for the reason he said no parking space was safer than the bank for so less which took all by surprise.  He was Vijay Mallya.  Don't know how true it is but only Vijay Mallya could have done this.  He trounced Anil Ambani (the famous finance whiz kid of Dhirubhai who together with brother Mukesh are known to be expert environment managers) who had equal interest in buying Air Deccan.  

Such times are not new for him and if I am not wrong a party would be ready for his guests tonight and the New Year in Goa.  And he might be working on reviving his pet project, Kingfisher Airlines, which he micromanaged.  One famous saying from Vijay Mallya himself is " I am a businessman and my business is up for sale if I get the right price".  Time that he let go Kingfisher Airlines to save his liquor business.  He was King of Good Times prior to 2012 and now is the King of Bad Times.  Surely God had a glass of beer or whisky while writing his destiny and so I rightly call him "King of All Times". Happy birthday Vijay Mallya. Hiccup!!