Introduction
THE TRULY LOVING COMPANY SDN. BHD. (740627-D)(Incorporated in Malaysia)
ANNOUNCEMENT
The following is a brief description of The Truly Loving Company Sdn.Bhd. (“TLC” or “the Company”) and its business and operations for the financial period ended 31st December 2010. Further information on TLCSB together with its complete audited financial statements can be viewed on its website at www.thetrulylovingcompany.com.

1.Introduction
TLCSB was incorporated on 11th July 2006 and its mission statement reads as follows:- “Our mission is to generate funds for charitable causes by making our products the brand of choice for caring consumers”. TLCSB commenced business in January 2007 and in March 2007 commenced sales of its “TLC” brand of quality household and personal care products. It is the first and currently the only company in Malaysia to pledge 100% of its dividends to qualified registered charities.

2.Shareholders
As at 31st December 2010, TLC has an issued and paid up capital of RM1,500,000 comprising 2 ordinary shares of RM1 each and 1,499,998 irredeemable non-convertible preference shares (“INCPS”) of RM1 each that are held by the following shareholders:-

Julia Chong – Chief Executive Officer 1 ordinary share of RM1 each
Khaw Chay Tee – Director 1 ordinary share of RM1 each
HSBC (Malaysia) Trustee Bhd as Trustee for
Malaysian charities under a Trust Deed		 1,499,998 INCPS of RM1 each

TLC’s 2 ordinary shares of RM1 each are entitled to voting rights but are not entitled to any dividends or distributions from the Company. TLC’s 1,499,998 INCPS of RM1 each do not have voting rights but are entitled to all dividends and distributions from the Company. TLC’s issued and paid up capital of RM1,500,000 was funded by donations from the Company’s Chief Executive Officer, Julia Chong (RM1,000,000) and an individual donor (RM500,000).

3.Charity Partners
HSBC (Malaysia) Trustee Bhd holds all the Company’s INCPS on trust for 5 charitable organizations, namely, Handicapped and Mentally Disabled Children Association of Johore Bahru; HOSPIS Malaysia; National Stroke Association of Malaysia; Rumah Aman and SHELTER Home for Children. More charitable organizations will be admitted as TLCSB’s Charity Partners as the business grows.

4.Directors and Council Members
The directors of TLC are Julia Chong, who is also the full time Chief Executive Officer of the Company, and Khaw Chay Tee. They are responsible for the day to day business and operations of the Company. TLC has also constituted a Council to oversee the admission and review of the Company’s Charity Partners and the allocation of the Company’s dividends amongst its Charity Partners. The current members of the Council are Lynda Merican, Julia Chong and Khaw Chay Tee.

5.2010 Summary
The directors of TLC have taken a long term view in building TLC and the TLC brand and in the FMCG industry, it is generally accepted that it will take a few years of investment before a new start up becomes profitable. The directors will continue to provide free of interest whatever funds TLC requires to sustain and to grow its business.

In 2010, TLC’s revenue increased by 63% from 2009. This can be attributed to TLC’s strategic decision in 2010 to focus on its household product range and to handle the distribution of its products through its own sales force. TLC is optimistic of being able to sustain this growth momentum going forward.

In March 2010, TLC won the Prime Minister’s Corporate Social Responsibility Award 2009 under the “Small Company” category.

In 2010, The Ministry of Women, Family and Community Development collaborated with TLC for the inaugural TLC “Promise Me” campaign, a youth engagement program that allowed the younger generation the opportunity to directly engage, interact with and help less fortunate or underprivileged persons. 70 wishes were selected from individuals from 4 of TLC’s Charity Partners and these become “Promise Me” pledges which caring participants took up and promised to fulfill within a three month period. They were required to blog about their journeys in fulfilling their pledges on the tlcpromiseme.com microsite. The inaugural TLC “Promise Me” campaign was successfully completed in November 2010 with all 70 wishes fulfilled as well as a cash donation of RM42,000 to HOSPIS Malaysia.

In 2010, TLC collaborated with Roland Asia Pacific Sdn.Bhd. to organize 2 charity concerts that raised RM115,000 for Blessed Community and RM24,000 for the National Stroke Association of Malaysia. TLC also collaborated with Ms. Read retail outlets to raise over RM40,000 in funds for “Make A Wish” Foundation.