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Initial public offering of up to [] equity shares of face value of Rs. 2 each (the Equity Shares) of Brainbees Solutions Limited (Company or Issuer) for cash at a price of Rs. [] per equity share (the Offer Price) aggregating to Rs. [] crores (the Offer) comprising a fresh issue of [] equity shares aggregating up to Rs. 1816.00 crores (the Fresh Issue) and an offer for sale of up to 54,391,592 equity shares aggregating to Rs. [] crores (the Offer for Sale), comprising an offer for sale of up to 46,846,317 equity shares aggregating to Rs. [] crores by corporate selling shareholders (as defined hereinafter) and up to 7,545,275 equity shares aggregating to Rs. [*] crores by individual selling shareholders (as defined hereinafter) (together, the Selling Shareholders, and such equity shares, the Offered Shares). The company, in consultation with the brlms, may consider a private placement of equity shares to certain investors for an amount aggregating up to Rs. 363.20 crores, as permitted under applicable laws on or (pre-ipo placement). The pre-ipo placement, if undertaken, will be at a price to be determined by the company, in consultation with the brlms. If the pre-ipo placement is completed, the amount raised pursuant to the pre-ipo placement will be reduced from the fresh issue, subject to compliance with rule 19(2)(b) of the scrr. The pre-ipo placement, if undertaken, shall not exceed 20% of the size of the fresh issue. The price band and the minimum bid lot shall be decided by the company.s

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Brainbees Solutions launched the “FirstCry” brand in India in 2010 intending to create a one-stop destination for parenting needs across commerce, content, community engagement, and education.

The company is India’s largest multi-channel retailing platform for mothers, babies and kids products, in terms of GMV, for the year ending December 2022 (Source: RedSeer Report).

With that, let's take a look at the competitive strengths and risk factors for Brainbees Solutions Limited:

The First Cry platform has powerful network effects driven by content, brands and data

The company’s content-led strategy enables engagement with parents early in their parenting lifecycle through its FirstCry.com parenting platform. The company believes this leads to a virtuous cycle of new customer acquisition and enriched content.

Brand affinity, loyalty and trust of customers in the FirstCry brand

The brand affinity built with customers attracts them to engage on the First Cry platform and increases customer traffic. Leveraging brand strength, the company has been able to and will continue to add more product and service adjacencies on the platform, which is expected to further increase its customer base. Further, the company believes that its strategy of expanding into select international markets and adjacent categories (such as education) helps improve the brand’s visibility.

Combination of curating growing home brands and relationships with prominent third-party brands

As of June 30, 2023, the company’s multi-channel retailing platform offered more than one million SKUs from more than 6,000 brands. The company maintains long-term and mutually beneficial relationships with brands. It has a dedicated brand partnerships team that works with brands to build mutually beneficial marketing campaigns that leverage the company’s experience and data to grow the childcare products ecosystem. This provides brands with channels for customer acquisition and opportunities for business growth.
  • The company’s historical performance is not indicative of future growth or financial results.
  • The company has incurred losses in past periods and may continue to do so in the future.
  • If the company fails to acquire new customers, and in a cost-effective manner, it may not be able to increase revenues or achieve profitability.
  • Grow customer base by continuing to invest in brand, technology, products and the company’s membership program.
  • Grow the company’s offline and online touchpoints to strengthen multi-channel competitive advantage.
  • Continue expanding the portfolio of home brands.

Here are the key financials for Brainbees Solutions Limited:

Particulars (in Rs. million)

Particulars (in Rs. million)

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How to apply for IPO through ASBA

How to apply for IPO through ASBA

Kotak Securities

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Opening of account will not guarantee allotment of shares in IPO. Investors are requested to do their own due diligence before investing in any IPO.

Here are the steps to apply for Brainbees Solutions Ltd IPO:

Step 1: Log in to your Kotak Securities Demat account Log in to your Demat account to access IPO investments. Next, select the current IPO section.

Step 2: Specify IPO details Enter the number of lots and the price you wish to apply for.

Step 3: Enter UPI ID After entering your UPI ID, click submit. This will place your bid with the exchange.

Step 4: Mandate Notification Your UPI app will receive a mandate notification to block funds.

Step 5: Approve Request Your funds will be blocked once you approve the mandate request on your UPI.

Brainbees Solutions Ltd IPO FAQs

The Brainbees Solutions Limited IPO has an issue size of Rs. 1,816 crores. The IPO opens for subscription on xx Month 2024 and closes on xx Month 2024.

Link Intime India Private Limited is the registrar for this IPO.

You may read more about Brainbees Solutions Limited and its IPO from the company’s draft red herring prospectus (drhp) here:

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