About the Company:
Senco Gold is the largest organized jewellery retail player in the eastern region of India based on number of stores (74) – amongst east based as well as national players.
Company primarily sell gold and diamond jewellery and also sell jewellery made of silver, platinum and precious and semi-precious stones and metals.
While a majority of the showrooms, selling products under the “Senco Gold & Diamonds” tradenames, are Company Operated Showrooms, they also market their products through Franchised Showrooms.
Company has a dedicated design team, comprising 12 designers as on June 30, 2018 focused on developing new products and designs that meet customers’ requirements. They also customize jewellery for individual needs.
Presently, Company has 93 showrooms, which have a total area of approximately 255,284 sq. ft., in 72 cities and towns.
Senco Gold is the largest organized jewellery retail player in the eastern region of India based on number of stores with an expanding national footprint.
Company’s oldest operational showroom is located in the Bowbazar area of Kolkata, where they have been present, through Senco Jewellery Museum (a family run proprietary concern), for over five decades.
From our roots in Kolkata, West Bengal, they have strategically expanded their presence to 14 states across India. As on the date, they
have 48 Company Operated Showrooms and 45 Franchise Showrooms located across 72 cities and towns in India with an aggregate area of approximately 255,284 sq. ft.
Out of 93 showrooms, 60 are in West Bengal, 6 are in Uttar Pradesh, 4 are in Jharkhand, 3 each are in Karnataka, Maharashtra and Assam, 2 each are in Bihar and Delhi, and 1 each in Haryana, Chhattisgarh, Madhya Pradesh, Telangana and Tripura
Company’s Marketing & Advertising Activities:
Company’s marketing activities are focused on improving the brand recall and generating footfalls in their showrooms throughout the year.
During Fiscal 2018, 2017 and 2016 company spent Rs.34.6 crores, Rs.37.5 crores and Rs.42.1 crores, respectively, on advertising and sales promotion.
Company’s Manufacturing Facilities:
Company’s manufacturing facility located at Rabindra Sarani, Kolkata, West Bengal majorly caters to domestic sales and manufacturing facility in the “Manikanchan” special economic zone caters to their export sales.
Further, Company is in the process of setting up another manufacturing facility at the Gems and Jewelry Park, Ankurhati, Domjur in Howrah, West Bengal. Company makes wholesale exports of their jewellery primarily to the Middle East, Malaysia and Singapore.
- Mr. Sankar Sen (Designation: Chairman and Managing Director)
- Mr. Suvankar Sen (Designation: Executive Director)
- Mr. Vivek Kumar Mathur (Designation: Non-Executive Director (nominee of SAIF Partners)
Objectives of the Issue:
- Finance the establishment of new Company Operated Showrooms.
- Funding working capital requirements of the Company; and
- General corporate purposes.
Company’s Future Business Strategies:
Further expand the Retail and Franchise Network.
Company intends to leverage the “Senco Gold & Diamonds” brand by opening approximately 73 additional showrooms (including 37 Company Operated Showrooms and 36 Franchise Showrooms) by the end of Fiscal 2021.
Which would give them a total of 166 showrooms. As part of this strategy, Company intends to use Rs.35.58 crores from the Net Proceeds to open 28 new Company Operated Showrooms during Fiscal 2019, 2020 and 2021.
Company plan to open 40 new Company Operated Showrooms during Fiscal 2019, 2010 and 2021 as set out in the table below.
Note: Out of the proposed 10 Company Operated Showrooms to be opened in Fiscal 2019, the Company has already opened three Company Operated Showrooms with a cumulative store area of 11,050 sq. ft.
Financials of the Company:
|(in Crores)||FY 14||FY 15||FY 16||FY 17||FY 18|
Valuation of Peer Group Companies:
|Company Name||Face Value||EPS||PE Ratio||RoNW||NAV|
|Senco Gold Limited||10||13.69||TBA||18.28%||74.88|
|Titan Company Limited||1||13.10||69.50||22.39%||58.50|
|Issue Opens on||Will be Updated|
|Issue Closes on:.||Will be Updated|
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|Listing at||NSE & BSE|
|Equity Shares Offered||Will be Updated|
|Equity Shares Prior||6,64,82,265|
|Equity Shares after the issue||Will be Updated|
|Finalization of Basis of Allotment||Will be Updated|
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Subscription Details: (Will be Updated)
|(Subscription-Category-Wise (no. of times) Till time : 00:00)||Shares Offered||Day-1||Day-2||Day-3|
IPO Valuation Parameters:
|Earnings Per Share (EPS)||Price To Earnings ratio (PE)||Return on Net Worth (RoNW)||Net Asset Value (NAV)|
|13.69||Will be Updated||18.28%||74.88|
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|Company Contact Info:|
|Senco Gold Limited
Diamond Prestige, 41A, A.J.C. Bose Road
10th floor, Unit no. 1001
Kolkata – 700 017
West Bengal, India
Tel: +91 33 4021 5000
|IPO Registrar Info:|
|Karvy Computershare Private Limited
Karvy Selenium Tower B
Plot 31-32, Gachibowli, Financial District
Nanakramguda Hyderabad 500 032 India
Tel: +91 40 6716 2222
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