For all infoedge fans..
The New Dotcom Millionaire
In less than a decade, Sanjeev Bikhchandani has turned a garage start-
up into India's
only listed internet company worth Rs 1,000 crore on the stock
markets. Where does
he go from here? By Kushan Mitra
I
t's a recent wintry morning, and Sanjeev Bikhchandani
is sitting in a shoebox cabin at his corporate
headquarters in Noida, near Delhi. "I never knew going
public would require so many of my signatures," he
grumbles, trying to clear a small pile of papers on his
table. It has been just six days since his internet
company InfoEdge began offering shares in itself to
public, and much to the 43-year-old entrepreneur's
delight, the IPO has been oversubscribed 55 times.
There are reasons why Bikhchandani should feel proud
about it. For one, it's the first internet stock to list in
India and the first since Sify and Rediff listed on the
nasdaq during the dotcom boom days of 1999-2000.
For another, InfoEdge, which owns the country's #1 job
portal, http://naukri.com/ - , stands to unlock about Rs 1,000
crore in shareholder value. Not bad for a portal that
was born in a garage less than 10 years ago.
The listing (slated for between November 21-24, well after BT went to
press) will also turn the young entrepreneur into a millionaire-his 43
per cent holding in InfoEdge puts his net worth upwards of Rs 370
crore (assuming the stock lists at the issue price of Rs 320)-and get
him shoulder-rubbing with the other dotcom millionaires, Sify's Raju
Vegesna and Rediff's Ajit Balakrishnan. Bikhchandani, who only
recently disposed his 10-year-old Opel Astra (and bought a Honda
Accord) after being left high and dry on a family vacation, takes pains
to clarify that his worth is all 'notional', but he's fooling no one.
What's got investors so excited about InfoEdge? One is the fact that
it's the only dotcom to list in India and, hence, serves as a proxy for
the new economy opportunity. Two, InfoEdge itself has been growing
rapidly. Four years ago, it had revenues of Rs 3.78 crore and a loss of
Rs 3.26 crore. Last financial year (ended March 31, 2006), it had
revenues of Rs 84 crore and a net profit of Rs 10 crore. In the first
quarter of this year, it upped revenues to Rs 29.23 crore and net
profits to Rs 5.89 crore. If the company continues to double its
Looking for a
job, house or
a partner?
Bikhchandani
has it all
covered via his
three portals
revenues and profits every year for the next two, the stock will trade at
approximately 30 times its 2006-07 earnings and 20 times 2007-08
earnings. A pre-IPO report from brokerage firm Anagram says, "Looking
at the prospects of the business and the track record of the company,
we expect it to maintain the same growth trajectory going forward."
While InfoEdge has two other
portals, http://jeevansathi.com/ - and
http://99acres.com/ - , and an offline
executive search division (see
The InfoEdge Empire), it's
http://naukri.com/ - that makes it so
valuable. Currently, the size of
the online recruitment industry
is estimated at Rs 135 crore
and is said to be growing at 35
per cent year-on-year.
Bikhchandani believes that a
growing economy, especially
the services sector within it,
will create opportunities for
thousands of new jobs, and
recruiters will move the
process of recruitment online
for reasons ranging from
convenience to costs to better
targeting of potential
employees. For instance, just
the IT/ITEs industry, he says
citing NASSCOM numbers, will
grow to $60 billion (Rs
2,70,000 crore) in exports by
2010. That will mean
recruitment of software
engineers and call centre
agents by the thousands.
Already, attrition rates in this
industry range between 25 and
40 per cent a year, meaning that companies are constantly recruiting.
For Naukri, that represents a huge growth opportunity. Says
Bikhchandani: "You could say that we have benefited from the huge
demand for talent in this economy."
When people get jobs, they like to get married and buy a house too.
That's roughly the reasoning behind InfoEdge's forays into two other
The InfoEdge Empire
It runs three portals and an offline
executive search firm. But Naukri is
the jewel in the crown.
http://naukri.com/ - : India's leading job-search
portal, started out in March 1997 as a
basic HTML website, now incorporates
the latest Web 2.0 technologies.
Companies pay money to post listings
and placement consultants pay to
mine Naukri's database of millions of
resumes
Quadrangle: An offline executive
search firm that InfoEdge acquired in
November 2000, this division helps
companies find executives for high-
end management or technical
positions
http://jeevansathi.com/ - : Started in 1998, but
spun off and acquired back in
September 2004, this is India's third
largest online matrimonial site. Users
can surf for life partners, but need to
pay for contact information
http://99acres.com/ - : Started in September
2005, this is a real estate classifieds
site, where consumers can search
freely for apartments and houses,
while realty developers and brokers
pay for listing
dotcom segments: matrimonials and real estate. Indians spend an
estimated Rs 50,000 crore annually on weddings and wedding-related
stuff, and online matchmaking hopes to get a slice of what has
traditionally been an involved offline process (that is, the search for a
life partner). Similarly, the overall real estate market is currently worth
a staggering (and fast-growing) Rs 2 lakh crore, and InfoEdge is looking
at a very small part of it-property hunting. "The company is diversifying
its portfolio, and has huge potential to ride along with the booming
Indian economy," says the Anagram research report.
How It All Began
Until 1990, Bikhchandani was a Marketing Manager at
Hindustan Milk Marketing (now GSK Consumer). Then,
one day, he decided to turn an entrepreneur. He
launched InfoEdge out of his father's garage in Delhi's
Swasth Vihar, with the original idea of doing salary
surveys. In his two years at hmm, Bikhchandani had
often noticed that his colleagues would always start
with the back pages whenever they read a business
publication. As he discovered, the back pages carried
all the appointment advertisements. Then, in 1991, the
Department of Telecom (dot) came out with a proposal
to launch a videotext service that people could
subscribe to, and asked private developers to come up
with proposals. Bikhchandani prepared a presentation
on the potential for job searches through such a
service. However, as with many things those days, the
dot proposal never saw the light of day.
His business pottered along for a few years, earning
decent money, but nothing substantial. However, a
downturn in 1996 made Bikhchandani take up a job
with The Pioneer, a job that he says was to hold him in
good stead in the years to come. But it was a chance
visit to it Asia at Pragati Maidan in Delhi in late 1996
that was to change his life-this is where he first heard the word
'internet' and a few days later realised that the proposal he had made
to the dot could easily be resurrected on this medium. In March 1997,
still operating out of his father's garage and with his brother paying for
server space in the us, Bikchandani's text-only http://naukri.com/ - went live.
India had a total of 14,000 internet connections those days, and most
of those were text-only connections. Yet, at the end of a year of
operations, Naukri had made Rs 2.35 lakh and by the close of 1998-99,
it made Rs 18 lakh. Bikhchandani and his collaborators knew they were
"Jeevansathi
isn't very
strong in the
NRI segment,
but it has its
strengths
elsewhere and
we will work
towards
improving
those"
Hitesh Oberoi
COO/InfoEdge
onto something.
But late in 1999, Bikhchandani started facing new challenges. The
internet was on everybody's lips and other companies had begun to
enter the sphere of online job listings. Realising that Naukri was
competing with rivals with far greater financial muscle, Bikhchandani,
who had initially never wanted funding, decided that some money
would be essential to survive. Despite several funding offers, he
settled on ICICI Ecotec (now merged with ICICI Venture), which valued
the firm at Rs 45 crore and took a 15 per cent stake for Rs 7.3 crore.
The funding deal was closed in April 2000, days after InfoEdge had
declared revenues of Rs 36 lakh for the year 1999-2000. A few months
later, the dotcom bust would hit the world.
Surviving the Bust
In late 1999, Bikhchandani made two decisions that
would change InfoEdge forever. The first was to accept
funding, and the second was to hire Hitesh Oberoi, an
IIM-Bangalore and IIT-Delhi grad, who was then
heading the regional ice-cream business of Hindustan
Lever and had come to Bikhchandani for career advice
on whether to join a dotcom from whom he had an
offer. Before Oberoi knew, he was heading InfoEdge's
marketing operations and one of the first things he did
was to adopt an offline business model by recruiting
sales people to actually go to companies and make
sales.
Much to everybody's surprise, it soon became apparent
that the sales people were 'breaking even' within three months of
being hired. The company rapidly expanded its sales team and,
crucially, its sales reach, with offices being set up in Mumbai and
Bangalore, just as the it services boom was about to hit the Indian
economy.
Oberoi also played an important role in almost forcing Bikhchandani to
change the 'look and feel' of the site. "I was rooted in Web 0.0,
believing in pure text," Bikhchandani jokes. He also agreed to spend
money on over-the-line marketing. In 2000, Naukri became one of the
first firms to use the scrolling advertisement on TV. With TV channels
not realising the potential for this form of advertising, Oberoi sealed
amazing deals. "We got 8,000 seconds of TV time during the Olympics
in 2000," he says, "for Rs 3.5 lakh. That is a steal any which way you
look at it." Hits shot up, as did resume submissions past the 1,000-
mark a day. Despite better-funded (and Bikhchandani notes, better-
Early days:
Bikhchandani
at his home-
office circa
1991
engineered) competition, Naukri retained the top spot-even though
there is no accurate way of measuring page hits (Bikhchandani says he
gave up on that a while ago). Naukri's brand positioning created all
those years ago has stood it in good stead, with more than 10,000
resumes added daily now.
But Bikhchandani attributes another factor to why InfoEdge survived
the bust. During his time in The Pioneer, the newspaper experienced
some extremely difficult times financially, and he played an
instrumental role in resolving some of these problems. So, when the
dotcom bust happened, Bikhchandani knew that the only way forward
was to batten down the hatches and live off a bootstrap budget,
because, "I knew I wasn't going to get a second round of funding".
In the business plan that
Bikhchandani had presented
ICICI, InfoEdge was expected to
have revenues of Rs 12 crore
by 2005-06. It zoomed past
that number in 2003-04,
posting revenues of Rs 19 crore
and the company declared its
first profit of Rs 76 lakh. This
enabled InfoEdge to buy back a
majority share in
http://jeevansathi.com/ - , a site the
company had spun off in 2000.
It also allowed Oberoi to
convince Bikhchandani to
spend money on something
more substantial on the
advertising front (the company
spends a fifth of its revenue on
marketing). After a
misadventure with a local firm,
Naukri appointed FCB Ulka as
their agency, and a series of memorable adverts were made,
culminating in the extremely popular 'Hari Sadu' commercial.
It was around this time, Bikhchandani decided that the time was right
to go public. "China's largest online search, 51job, had recently gone
public (on NASDAQ) at incredible valuations and investment bankers
were trying to convince me to do the same," says the man. "Even
though ICICI Venture had never put any pressure on me to go public, I
had wanted to ever since I had taken funding. But after visiting Hong
THE BIKHCHANDANI ESSENTIALS
AGE: 43
EDUCATION: BA
Economics, St
Stephen's College,
1984; PGDM, IIM
Ahmedabad, 1989
WORK EXPERIENCE:
Account Executive,
Lintas (1984-1987);
Brand Manager, HMM (1989-1990);
Business Development Manager, The
Pioneer* (1996-2000)
FAMILY: Married, with two children
MANAGEMENT PHILOSOPHY: Run
an open organisation, and delegate
responsibility
*This was in addition to running
InfoEdge
Kong and Singapore, I decided that I didn't want to list abroad." So,
that's how InfoEdge ended up offering its shares in India.
The Road Ahead
But being a publicly-held company is, as any CEO who heads one will
tell you, a double-edge sword. While it does create wealth, it also put
enormous pressure on the company to deliver ever-larger profits. No
doubt, Naukri is the current market leader with a traffic share of 55 per
cent for July 2006, according to Comscore, a website traffic monitoring
firm. But all of its old and new competitors are larger as business
groups. http://monster.com/ - , #2 in India, is a billion-dollar jobs portal based in
the us; TimesJobs is part of media giant Bennett Coleman & Co,
publishers of The Times of India and The Economic Times; JobStreet,
which has partnered with tv18, has a strong presence in Asia, with
revenues of 55 million Malaysian ringgits (or Rs 67 crore). "The job
market in India is booming, and we would be stupid to believe that
there will not be competition," Bikhchandani admits.
With more Indians going online and thus shifting away
from traditional classifieds in the newspapers (reports
suggest that online sites already dominate job listings),
Bikchandani believes there is enough room for four-five
players. "We will continue to offer unique services to
our customers," he says. As an example, Bikhchandani
talks about how Naukri has recently started to offer
SMS job alerts, "The idea was born out of customer
need for a client in Pune and we offered it." Naukri was
also the first (and to date only) online job portal in India
to offer really simple syndication (RSS) feeds of
relevant jobs. "We will adapt Web 2.0 technologies if
we feel they can improve the user experience,"
Bikhchandani says.
Meanwhile, Jeevansathi and 99acres are only beginning
to make money for the company. In the last three
financials years, they have provided an aggregate of
only 6 per cent of the company's revenues. Is InfoEdge,
therefore, a one-hit wonder? It is not as if InfoEdge
hasn't shut businesses before-it started two sites,
Indiaventure2000 and Roltanet, soon after it received
funding from ICICI, but quietly shut them down.
" http://jeevansathi.com/ - is number three in its segment, it
isn't very strong in the NRI segment or South India, but it has its
strengths elsewhere and we will work towards improving those," says
Oberoi. On 99acres, Bikhchandani says that online realty searches are
"Sanjeev is
diligent. He
has also been
fortunate with
the people he
has hired and
the
management
team that he
has built"
Saurabh
Srivastava
Angel investor
still a novelty in India, "but we believe it is a segment that is waiting to
boom, because people want targeted and relevant searches." He also
believes that brokers and developers will soon realise that online is a
far better way of getting their message across than through traditional
classifieds.
Saurabh Srivastava, an it-entrepreneur-turned-angel investor and now
a member of the InfoEdge board, believes that Bikhchandani's success
is well earned. "Sanjeev has been a very diligent and dedicated
entrepreneur, but yes, I would say he has also been fortunate with the
people he has hired and the management team that he has built
around at InfoEdge," says Srivastava. Perhaps, it is to Bikhchandani's
credit that he has been able to hold onto most of his key executives.
He hasn't just allowed them to grow and take on greater responsibility,
but also shared company stock. Oberoi, for instance, owns 7.6 per cent
of InfoEdge.
As Srivastava points out, the space around InfoEdge is growing at a
fantastic pace, and the company is not a start-up anymore.
Bikhchandani will have to expand his management team and take on
greater risks. And whether he likes it or not, Bikhchandani's success
henceforth will be measured not by the number of resumes in Naukri's
database or hits per day, but the price of InfoEdge's stock. That's just
the way it is. One thing is for sure, though. India's newest dotcom
millionaire is in for some exciting times ahead.
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