Flair Writing hopes to gain from the China +1 strategy

• The company makes and markets the Flair brand of pens, with rights to brands like Hauser and Pierre Cardin.
• It intends to raise as much as ₹593 crore via the public issue.
• Net proceeds from the issue will be to set-up a new facility in Valsad, amongst others.

Mumbai-based stationery maker Flair Writing opens its initial public offer (IPO) for subscription on November 22, and closes on November 24. It has fixed a price band of ₹288-304 for the issue, and intends to raise as much as ₹593 crore via the issue. Investors can bid for a minimum of 49 equity shares and in multiples thereof.

The company which manufactures and sells Flair brand of pens, also acquired rights to international brands like Hauser and Pierre Cardin’s writing instruments. Its products currently reach 3.15 lakh wholesalers and retailers.

It’s also charting an expansion strategy, and is also expanding its manufacturing capacities. It’s also venturing into houseware and other school and office supplies.

“We also seek to focus on growing our existing product portfolio and diversification of our product range, emphasise on mid-premium segment and premium segment to increase margins, continue to increase production capacity and enhance capacity utilization, strategically expand exports, deepen our sales and distribution network and further strengthen our brands,” the company said in its RHP.

It’s also setting its sights on increased exports. The company has a market share of 7.1% in the export of writing and creative instruments industry in FY23. It’s expecting to gain from the China +1 strategy adopted by many international companies.

“We have received feedback from many international OEMs to make vacuum bottles and more such. It’s a good business which can add to our topline and bottomline both,” Sumit Rathod, whole time director at Flair Writing Industries told Business Insider India.

The issue comprises fresh issue to the tune of ₹292 crore; and an offer for sale of ₹301 crore. The net proceeds from the fresh issue will be used to set-up a new manufacturing facility for writing instruments in Valsad, Gujarat. It will use the rest to fund capex; working capital requirements, loan payment and more.

Financials & risk factors

The company’s revenues have been growing at a compounded annual growth rate (CAGR) of 22.85% from FY21 to FY23. “We have been consistently growing and outperforming the market. We are confident that we will be able to keep up with the growth rates seen historically,” said Rathod.

Its net profit almost doubled in FY23 as compared to the year before.

“In FY23, the company’s operating margin moved upward as EBITDA margins increased 300 basis points and stood at 19.47% versus 16.9% on a YoY basis,” said a report by Kunvarji Wealth Solutions which gave a ‘subscribe’ rating to the IPO.

The company’s peers in the market include the recently listed Cello World, Linc and Kokuyo Camlin.

Source: RHP

Plant shutdowns, its inability to carry through its expansion plans, labour unrests, regulatory and other issues have been cited by the company as risk factors in its RHP.

It also adds that increased competition could have a material impact on its business. In FY23, the market share of organized players in the writing instrument space is around 78-80% with the rest being catered to by unorganized players, according to CRISIL.

“At times, retailers offer products from local manufacturers or unbranded items at lower prices or in ‘combo-offers’ with 45 other stationery items. Our inability to adequately address competitive pressures from the organized and unorganized players, may have a material adverse effect on our business, operations, prospects or financial results,” the company said in its RHP.

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