Credo Brands Marketing Limited IPO Details:
Credo Brands Marketing Limited is among the largest homegrown brands in the mid-premium and premium men’s casual wear market in India in terms of market share in Fiscal 2022. The company provides a meaningful wardrobe solution for multiple occasions in a customer’s life, with its product offerings ranging from shirts to t-shirts to jeans to chinos, which caters to all year-round clothing. Its products are designed to provide a youthful appearance while keeping up with the ongoing fashion trends. Its brand “Mufti” was launched by its Promoter, Kamal Khushlani,25 years ago with a vision to redefine menswear. The brand was created as an alternative dressing solution and was designed to deliver a casual alternative with a focus on creative, bold, and expressive clothing for the contemporary Indian man who wanted something more stylish than what was commonly available.
Credo Brands Marketing Limited IPO Business Offerings:
Credo Brands Marketing Limited’s product mix has evolved significantly over the past several years from consisting of only shirts, t-shirts, and trousers in the year 1998 to a wide range of products including sweatshirts, jeans, cargo, chinos, jackets, blazers, and sweaters in relaxed holiday casuals, authentic daily casuals to urban casuals, party wear and also athleisure categories as on date.
Credo Brands Marketing Limited products are available through a pan-India multichannel distribution network that it has built over the years comprising of its exclusive brand outlets (“EBOs”), large format stores (“LFSs”) and multi-brand outlets(“MBOs”), as well as online channels comprising of its website and other commerce market places. As of May 31, 2023, it has a pan-India presence through 1,773 touchpoints consisting of 379 EBOs, 89LFSs, and 1,305 MBOs, with its reach extending from major metros to Tier-3 cities. It had a presence in 582, 598, and 569 cities as of March 31, 2023, March 31, 2022, and March 31, 2021, respectively. The company has flagship stores in Mumbai, Ahmedabad, Hyderabad, Surat, Bengaluru, Rajkot, and Jodhpur among others.
Credo Brands Marketing Limited IPO Details:
|IPO Open Date||Not Available|
|IPO Close Date||Not Available|
|Listing Date||Not Available|
|Face Value||₹2 per share|
|Lot Size||Not Available|
|Issue Size||19,634,960 shares
(aggregating up to ₹[●] Cr)
|Offer For Sale||19,634,960 shares
(aggregating up to ₹[●] Cr)
|Issue Type||Book Built Issue IPO|
|Listing At||BSE, NSE|
|QIB Shares Offered||Not more than 50% of the Offer|
|NII (HNI) Shares Offered||Not less than 15% of the Offer|
|Retail Shares Offered||Not less than 35% of the Offer|
|Promoters||Kamal Khushlani And Poonam Khushlani|
Credo Brands Marketing Limited IPO Financial Analysis:
|Particulars||FY-23(in cr.)||FY-22(in cr.)||FY-21(in cr.)||CAGR|
|Revenue from Operations||498.18||341.17||244.83||42.6%|
|Cost of Goods Sold||211.94||147.07||125.04||30.2%|
|Profit / (loss) before tax||103.81||47.83||4.01||408.9%|
|Profit / (loss) After tax||77.51||35.74||3.44||374.6%|
|Profit / (loss) After tax margin%||15.56%||10.48%||1.41%|
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Check Credo Brands Marketing Limited IPO Allotment Status
Go Credo Brands Marketing Limited IPO allotment status would be available soon after the IPO closure date. Usually the allotment comes within a week from the closing date which in this IPO yet to be announced.
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Credo Brands Marketing Limited IPO Revenue from Operations:
|Segment||FY-23(in cr.)||%||FY-22(in cr.)||%||FY-21(in cr.)||%||CAGR|
|Sale of products||4,98.18||100.00%||341.17||100.00%||244.83||100.00%||42.6%|
Credo Brands Marketing Limited IPO Major Shareholders:
|S.NO.||Name of the Shareholder||No. of Shares||% of pre-Offer shareholding|
|5.||Concept Communication Limited||2,032,260||3.09%|
|6.||Bennett Coleman and Co. Limited||8,127,980||12.36%|
|7.||Bela Properties Private Limited||5,031,260||7.65%|
|8.||Jay Milan Mehta||1,970,220||3.00%|
|9.||Sagar Milan Mehta||1,970,220||3.00%|
Credo Brands Marketing Limited IPO Offer for Sale Details:
|S. No.||Name of the Selling Shareholder||Number of Equity Shares
being offered in the Offer for Sale (Up to)
|1.||Kamal Khushlani||4,140,000Equity Shares|
|2.||Poonam Khushlani||4,275,000 Equity Shares|
|3.||Sonakshi Khushlani||108,000 Equity Shares|
|4.||Concept Communication Limited||2,032,260 Equity Shares|
|5.||Bela Properties Private Limited||5,031,260 Equity Shares|
|6.||Jay Milan Mehta||1,970,220 Equity Shares|
|7.||Sagar Milan Mehta||1,970,220 Equity Shares|
|8.||Andrew Khushlani||108,000 Equity Shares|
Credo Brands Marketing Limited IPO Strengths:
Credo Brands Marketing Limited has strong brand equity with a presence across categories. Its brand “Mufti” is a recognized brand with 25 years of presence in India. The company has a strong brand recall amongst its customers and has a long-standing relationship with its partners across its manufacturing, supply, and distribution network.
Credo Brands Marketing Limited is a scalable asset-light model. This structure provides it agility with its long-standing sourcing partners allowing it to increase or decrease its supply based on the demand from its various channels. It allows it to optimize its costs, leading to sustained profitability with improving financial metrics.
Credo Brands Marketing Limited has strong in-house design competencies to deliver innovative and high-quality products with end-to-end tech-enabled supply chain capabilities. It focuses on expressiveness and boldness in our designs, differentiates it from its competition, and helps it in targeting shoppers who want something more stylish than other mainstream brands. The current system-driven processes and strong analytical capabilities enable it to make data-based decisions and forecast evolving fashion trends across India.
Credo Brands Marketing Limited has a financially stable business model. The company has organically grown its operations and has demonstrated an increase in its revenues and profitability.
Credo Brands Marketing Limited IPO Risk Factors:
Credo Brands Marketing Limited is primarily concentrated on the sale of men’s casual western wear and is vulnerable to variations in demand and changes in consumer preferences. Its inability to accurately forecast demand for its products and manage its inventory may have an adverse effect on its business.
Credo Brands Marketing Limited products are sold under a single brand, ‘Mufti’. Any inability to effectively market its products, or any deterioration in public perception of its brand, could affect consumer footfall and consequently adversely impact its business.
Credo Brands Marketing Limited relies on outsourcing the manufacturing of finished products to third-party manufacturing partners, without exclusivity arrangements. Any inability to obtain sufficient quantities of apparel of the requisite quality in a timely manner and at acceptable prices, or a slowdown, shutdown, or disruption in such third-party manufacturing partners’ operations and performance, could adversely affect its business.
Credo Brands Marketing Limited may not be able to procure sufficient quantity or quality of products from third-party raw material suppliers in a timely manner and at an acceptable price and this may adversely affect the business.
Credo Brands Marketing Limited IPO Prospectus:
Credo Brands Marketing Limited IPO DRHP- https://www.sebi.gov.in/filings/public-issues/jul-2023/credo-brands-marketing-limited-drhp_74077.html
- Credo Brands Marketing Limited IPO RHP-
Registrar to the offer:
Link Intime India Private Limited
Tel: +91 810 811 4949
Investor Grievance ID: email@example.com
Contact Person: Shanti Gopalkrishnan
SEBI Registration Number: INR000004058