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This is a financial promotion for The First Sentier India Strategy. This information is for professional clients only in the UK and EEA and elsewhere where lawful. Investing involves certain risks including:

  • The value of investments and any income from them may go down as well as up and are not guaranteed. Investors may get back significantly less than the original amount invested.
  • Currency risk: the strategy invests in assets which are denominated in other currencies; changes in exchange rates will affect the value of the strategy and could create losses. Currency control decisions made by governments could affect the value of the strategy's investments and could cause the strategy to defer or suspend redemptions of its shares. 
  • Indian subcontinent risk: although India has seen rapid economic and structural development, investing there may still involve increased risks of political and governmental intervention, potentially limitations on the allocation of the strategy's capital, and legal, regulatory, economic and other risks including greater liquidity risk, restrictions on investment or transfer of assets, failed/delayed settlement and difficulties valuing securities. 
  • Single country / specific region risk: investing in a single country or specific region may be riskier than investing in a number of different countries or regions. Investing in a larger number of countries or regions helps spread risk.
  • Smaller companies risk: Investments in smaller companies may be riskier and more difficult to buy and sell than investments in larger companies.

For details of the firms issuing this information and any strategies referred to, please see Terms and Conditions and Important Information.

For a full description of the terms of investment and the risks please see the Prospectus and Key Investor Information Document for each strategy. 

If you are in any doubt as to the suitability of our funds for your investment needs, please seek investment advice.

Rising incomes and under-penetrated categories provide attractive investment opportunities in India

As disposable incomes have grown, we find that Indian consumers are now moving up the ladder to buy more premium products, or buying discretionary products they could not previously afford. We believe the premiumisation trend is likely to occur across different categories.

As one of the most populous countries in the world, India’s young and aspirational consumers provide a large and growing market across product and service categories. As disposable incomes have grown, we find that Indian consumers are now moving up the ladder to buy more premium products, or buying discretionary products (goods that are non-essential but are desirable) they could not previously afford. This includes air-conditioners (helped by the availability of financing and better electrification), property (where regulations are a tailwind for home-buyers), and financial products.

We believe the premiumisation trend (act of upgrading one's lifestyle by going for more premium goods and services) is likely to occur across different categories. People consuming plain biscuits currently will shift to chocolate biscuits and cookies, while those shaving with basic razors will generally trade up to a fancier-sounding blade. This can be seen in the sales mix of Nestlé India, a leading food and beverages company, as its premium products have grown twice as fast as the rest of its portfolio. Similarly, at Colgate-Palmolive India, while per-capita consumption levels are still only half of those in other developing markets and average selling prices are significantly lower, we believe this will change as consumers graduate from using its basic toothpastes to its premium brands.

Meanwhile, India sells approximately 5 million air-conditioners a year compared to 70 million units sold in China. This should change rapidly, as India has reached a level of per-capita income at which air-conditioner purchases typically accelerate. We believe this should benefit Blue Star, a leading air-conditioner brand in India. Its current revenues are less than USD 600m and it has gained market share consistently. We believe Blue Star could become a much bigger company in the long run as India’s air-conditioner penetration rises from the currently low levels.

In the property sector, rising urbanisation rates and the acceleration in demand for larger-sized homes after the Covid-19 disruption is driving strong demand. Recent changes in the industry have made it easier for the better-quality developers to gain share in what is an extremely fragmented industry. Since the new regulations, funding for poor-quality developers has been constrained. Customers have moved to organised sector real estate developers with strong balance sheets and a track record of delivering projects on time – benefitting the likes of Oberoi Realty and Mahindra Lifespaces.

We believe Indian banks enjoy many of the same growth drivers as consumer categories, with long-term tailwinds of rising incomes and greater financial inclusion in India. Additionally, 70% of the Indian banking sector is still controlled by inefficient state-owned banks, which are consistently losing share to higher-quality private banks. As such, we believe ICICI Bank, HDFC Bank and Kotak Mahindra Bank, with their dominant customer franchises, should have significant long-term growth potential ahead of them.

As is often the case with financial markets obsessed with forecasting the coming quarter’s results, we find that these companies are undergoing changes that are yet to be priced into valuations. With our long-term investment philosophy and process, we have set our sails towards the opportunities we believe will play out over the next decade and longer.

Source: United Nations World Population Prospects Report, OECD Development Centre. Company data retrieved from company annual reports or other such investor reports. Financial metrics and valuations are from FactSet and Bloomberg. As at end September 2021 or otherwise noted. Note: Reference to specific securities (if any) is included for the purpose of illustration only and should not be construed as are commendation to buy or sell the same. All securities mentioned herein may or may not form part of the holdings of FSSA Investment Managers’ portfolios at a certain point in time, and the holdings may change over time.

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The FSSA team - Vinay Agarwal, Sreevardhan Agarwal and Shivika Srimal – has always found great investment opportunities in the India market, and believe that the pool of investable companies is growing every year. In this note, they share how the investment themes in India have evolved and what excites them as they look ahead to the future.
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