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<ul><li>Footwear retailer <keyword id="12783358" type="General" weightage="20" keywordseo="metro-brands-ipo" source="Orion">Metro Brands’ IPO</keyword> was open for subscription between December 10 and December 14.</li><li>The Rakesh Jhunjhunwala-backed company received a moderate interest from investors as it was subscribed just 3.64 times.</li><li>Shares of the company may witness a poor listing due to weak grey market premium and volatile market conditions.</li></ul>Marquee investor Rakesh Jhunjhunwala-backed Metro Brands, which is one of the largest Indian footwear specialty retailers in India, is set to get listed on exchanges today, December 22. Shares of the company may open at a discounted price as indicated by weak grey market price and volatile market conditions. The Rakesh Jhunjhunwala-backed company received a moderate interest from investors as it was subscribed just 3.64 times. “We are seeing a change in IPO [initial public offering] sentiment amid a slight decline in the market, and the last two debutants witnessed profit bookings post-listing, as well we are seeing a decline in the GMP [grey market price] for upcoming IPOs. We may see a discount listing of Metro Brands given that its GMP trades at a discount of 10-15% currently,” said Aayush Agrawal, senior analyst at Swastika Investmart. Analysts at Angel One also expect a weak listing for Metro Brand’s stock, but they hold a positive stance for the long term investment. “On the listing day, we are expecting a slightly weak listing due to the company already commanding higher valuation and fear of [the] new COVID variant omicron (will increase the possibility of lockdown). However, we are positive on stock for the long term on the back of asset light business, strong brands and wide range of products,” said Amarjeet Maurya, assistant vice president – mid caps at Angel One. Also, the company’s financial performance in FY21 was not very great due to COVID-19 restrictions in the country that affected the entire footwear retailing segment. Its revenue from operations declined by 37.75% in FY21. In the meantime, it permanently closed 24 stores, due to significant decline in footfalls on account of COVID-19. <div type="image" title="metro brand rev" height="900" width="1200" msid="88411590" hostid="261"></div> While the fundamentals of the company remain good with close-to-zero debt in its books and generation of profits, the new COVID-19 variant may adversely affect its plan to grow its store sales in the near term. As of March 31, 2021, Metro Brands operates 586 Stores in 134 cities across 29 states and union territories in India. Some of Metro’s brands include Mochi, Walkway, Davinchi and J. Fontini, as well as certain third-party brands such as Crocs, Skechers, Clarks, Florsheim, and Fitflop. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/snapdeal-ipo-paper-reveals-that-it-is-going-offline/articleshow/88408081.cms">Snapdeal IPO papers reveal the e-tailer’s offline aspirations for budget fashion</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/mapmyindia-ipo-makes-a-positive-stock-market-debut/articleshow/88403594.cms">MapmyIndia debuts below expectation but IPO investors still make a sweet 53% return on listing</a>

Metro Brands’ IPO may open on a weak note today, GMP at 10-15% discount

<ul><li>Shares of <keyword id="9095636" type="General" weightage="20" keywordseo="metro-brands" source="Orion">Metro Brands</keyword> list at ₹436 while the shares were allotted at ₹485 per share.</li><li>The IPO was subscribed 3.64 times on the last day of the bidding.</li><li>The market capitalisation of the company stood at ₹11,837 crore.</li></ul>Marquee investor Rakesh Jhunjhunwala-backed Metro Brands, which is one of the largest Indian footwear specialty retailers in India, made a weak listing on the National Stock Exchange (NSE) and BSE at a 12.8% discount on the issue price of ₹485 apiece. Metro Brands issue was expected to open at a discounted price due to weak grey market premium and analyst commentary on the company’s finances. The company’s financial performance in FY21 was not very great due to COVID-19 restrictions in the country that affected the entire footwear retailing segment. Its revenue from operations declined by 37.75% in FY21. In the meantime, it permanently closed 24 stores, due to significant decline in footfalls on account of COVID-19. Post-listing, the market capitalisation of the company stood at ₹11,837 crore, according to BSE data. The shares of Metro Brands were trading at ₹446.70, lower by 10.66% at 10.01 a.m., on December 22. The grey market had also indicated a discounted listing for Metro Brands a day prior to the listing. The IPO was open between December 10 and December 14 ⁠and was oversubscribed 3.64 times by investors. The company intended to raise ₹1,367 crore through this public issue. Started in 1955 as a footwear specialty retailer in India, Metro Brands now caters to footwear needs of men, women, unisex and kids. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/metro-brands-indian-oil-india-cements-and-other-hot-stocks-on-december-22/slidelist/88423034.cms">Metro Brands, Indian Oil, India Cements and other hot stocks on December 22</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/banks/news/heres-why-axis-bank-may-be-willing-to-pay-2-billion-to-buy-citis-india-ops/articleshow/88407858.cms">Here’s why Axis Bank may be willing to pay $2 billion to buy Citi’s India ops</a>

Metro Brands debuts on a negative note with a 12.8% discount

<ul><li>Tech brands have fared badly in 2023 due to global headwinds, recession threats and more.</li><li>Banking and financial services companies including fintechs saw their value swell during the year.</li><li>PhonePe and Cred were the new entrants into Kantar’s list of Top 75 Indian brands.</li><li>Auto companies made a comeback from Covid-lows with TVS and Mahindra being among the fastest risers. </li></ul>It is not just the share prices of technology services companies that are falling, even their brand value has taken a beating. India’s top brands have borne the brunt of the global economic downturn in 2023. The combined value of Kantar BrandZ’s top-75 Indian brands shed 4% of their value to $379 billion in 2023. Yet, they have fared better than their global counterparts, as its global list has shed 20% of its value. Most of this loss in brand value was seen in Indian tech brands whose value shrunk by 14%. The brands have a major presence in international markets, and have been impacted by global pressures, recession threats and geopolitical instability, says Kantar. “If you exclude tech, the combined brand value is quite stable,” said Soumya Mohanty, managing director and chief client officer, South Asia, Insights Division of Kantar. TCS on the top, as usual The spot of India’s most valuable brand, however, is retained by tech giant TCS. It has shed 6% of its value but has fared better than tech as a sector. “TCS has a strong corporate reputation which makes it more likely to retain clients and business. It can also help enable customer retention which is also a factor that adds to brand value,” Deepender Rana, executive managing director of South Asia Insights Division at Kantar told Business Insider India. Infosys’ brand value dropped by 17%, while HCL Tech’s brand value rose by 3%. Both these brands made it to the top 10. Wipro’s brand value dropped by a sharp 42%. The rest of the list is dominated by banks, telecom companies with only one consumer company, Asian Paints in the top 10. Kantar BrandZ Top 10 Most Valuable Indian Brands 2023 <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rank 2023 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> Category </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand Value 2023 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Consultancy Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$42.9 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HDFC Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$33.6 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Infosys </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$24.1 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Airtel </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Telecom Providers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$22.5 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">State Bank of India </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$14.4 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">6 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ICICI Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$12.9 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Asian Paints </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Paints </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$12.8 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">8 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jio </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Telecom Providers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$11.7 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">9 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kotak Mahindra Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$10.3 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HCL Tech </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$9.3 bn </td></tr></tbody></table> Source: Kantar Autos zoom ahead Auto brands have been buzzing in 2023 and the sector has provided two of the fastest risers of the year. TVS, valued at $1.9 billion, occupies the 51st rank. The company has gained 59% in value and leapt 24 places thanks to a number of successful product launches and a 10-year partnership with BMW that gives it leverage in markets such as Europe, the US and Canada. Mahindra is valued at $2.01 billion and occupies the 47th rank. Mahindra, which grew its value by 48%, made itself incredibly meaningful in consumers’ eyes, and also significantly boosted its salience. The sector saw the second highest category growth of 19%, after tobacco. Royal Enfield’s value also swelled, thanks to Indians’ preference for premium products. A lot of Indian auto brands, like Tata Motors, also entered EV markets and are able to meet consumer needs better, observes Rana. “Auto companies’ value declined during Covid and made a comeback after they dealt with supply chain issues and dealt with bottlenecks,” said Mohanty. India’s largest auto company Maruti Suzuki, however, shed 5% of its brand value, while Bajaj Auto’s brand value went up by 9%. The value in finance Financial services brands have grown their brand value by 6% with 16 brands and contributing to the biggest chunk of the total brand value. Their growth is attributed to growth in digital banking and Axis Bank whose value swelled 28% and now ranks at 17. ICICI Bank which ranks at no 6 also has seen its brand value swell by 18%. Two of this year’s new entrants also belong to the fintech sector — PhonePe and Cred. This is in spite of the fact that tech as a sector saw its value go down during the year. PhonePe has made its debut on the list at No.21 with a value of $4.4 billion. It has quickly become India’s leading digital payment app by investing heavily in the strength of its infrastructure, building connections with partner banks, and developing a huge network of merchant acceptance points, said Kantar. Meanwhile, Cred has entered at no 48 with a brand value of $2 billion. “Growth of credit and other digital trends are adding to the value of fintechs. There is a need for these services and brands are doing a good job of providing them,” Mohanty tells Business Insider India. PayTM, Zomato, Swiggy, Flipkart, Naukri, Oyo and Nykaa have shed value; while Byju’s hasn’t been included in the list this year. FMCG as a sector has seen its brand value remain stable during the year.

TCS retains No 1 spot as India’s top brand but tech sector takes a hit

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>In today’s interview, <keyword id="2978279" type="PERSON" weightage="20" keywordseo="Alisha-Malik">Alisha Malik</keyword>, Vice President, E-commerce and Marketing, <keyword id="9095636" type="COMPANY" weightage="20" keywordseo="metro-brands">Metro Brands</keyword>, tells us about their key learnings from the Covid-19 experience so far and how they have been trying to adapt to the situation. </li></ul> As the dynamic Covid-19 situation keeps evolving on a day-to-day basis, brands are learning to adapt to this new normal. Businesses across the globe have been affected due to the lockdown. In India too, with the entire country under a lockdown, and malls and shops forced to remain closed, retail has been severely hit. However, as they say, when the going gets tough, the tough get going and that is what a lot of organizations and brands have been trying to do. From spreading awareness about the current situation to spreading positivity through marketing communications, brands have been ensuring they don’t lose touch with their consumers. We recently caught up with Alisha Malik, Vice President, E-commerce and Marketing, Metro Brands who walked us through Metro Brands’ marketing strategy and how it has aligned itself to this changed world. Edited excerpts: Q) How have the past few weeks been for the brand, considering the country has been in a complete lockdown? While our retail stores continue to be closed, we are ensuring that as a brand we are consistently engaging with our customers. In the current scenario employee and customer safety is our priority. As a brand we choose to stay positive and also spread awareness and positivity via social media engagement. Customers are showing a lot of love towards the brand by engaging with us. One of our customers baked a special Metro Shoes cake and had emailed us the pictures. As a token of appreciation, we acknowledged it on social media and also gave her a special voucher. Q) What is your marketing strategy right now? How have you been trying to continue building a connection with your audience? Has there been a change in your media mix? Eventually this storm will pass, and what customers will remember is, how the brand made them feel. The Covid–19 lockdown has also changed the way we consume content and media. <keyword id="852798" type="PERSON" weightage="20" keywordseo="marketing-strategies">Marketing strategies</keyword> need to be aligned to this change. While it’s important to be aware of what’s happening around, its equally important to stay positive and relevant as a brand. We are doing a lot of engagement through our <keyword id="3687792" type="PERSON" weightage="20" keywordseo="Mochi">Mochi</keyword> and Metro social media handles, to stay connected and spread positivity, be it educating and spreading awareness about social distancing or content that encourages everyone to constructively spend their time at home in a qualitative manner, staying connected with family and friends, some fun at home and much more. We have also proactively extended their loyalty points for another 6 months. Q) What are a few key learnings for you as a brand in the last few weeks? As a brand and marketeer, one of our biggest learning is that its important to quickly change and adapt marketing strategies to the change. Its also important, not to be silent and consistently be in touch with customer. Q) Since the lockdown has been further extended, will you be tweaking your marketing strategy further? Yes, the marketing strategies will be further tweaked. We will continue to innovate with different ways of keeping the customer engaged via digital and loyalty platforms. While our retail stores continue to stay closed, we will serve our customers via e-commerce during the second phase of the lockdown. Our e-commerce warehouse might now be allowed to function. We have put in place stringent SOPs to ensure our staff’s safety. There are active sanitization plans in place for the warehouse and our stocks, before the warehouse opens and at regular intervals, once the operations begin. Thermal scanners for staff entering the warehouse, making sure everyone has their mask and gloves on, are a few other safety measures being adhered to. In this second phase of the lockdown, our focus will also be on gaining customer confidence through consistent safety messaging and supporting e-commerce, without being perceived as opportunistic. Q) How do you think you as a brand, have been making a difference in spreading awareness/contributing in whichever way you can? Safety of our employees and customers is utmost priority for us. Even before the lockdown started, the safety measures required were effectively communicated to all our employees, including the front-end. We have set up health helplines for all our employees so that they have support during this crisis. Moreover, to spread awareness among customers, we are doing a lot of digital content promoting social distancing, wearing masks and even making your own masks Q) There's a thin line in terms of a brand's communication in times of crisis where marketing communications can be misread as opportunist or even insensitive. How are you working around this tightrope and ensuring there isn't any miscommunication? I totally agree to this. And hence, before every piece of content is put out, it’s important to evaluate the same again, from the eyes of the customer. We are very conscious about every communication that each of our brands are doing. In fact, our Metro Shoes digital campaign is #Shoesoff, which revolves around the promotion of staying at home and actively using this time to do different things. We have laid down a few guidelines for our communications during this time. There is also a phase-wise marketing strategy in place to handle this situation

Marketing in the times of Covid-19: Metro Brands

<ul><li>Footwear retailer <keyword id="9095636" type="General" weightage="20" keywordseo="metro-brands" source="Orion">Metro Brands</keyword> has opened its IPO today and will close on December 14.</li><li>The Rakesh Jhunjhunwala-backed company is looking to raise ₹1,367 crore, which consists of a fresh issue of ₹295 crore and an offer for sale of 2.14 crore shares by promoters.</li><li>Shares of the company are demanding a premium of ₹70 in the grey market while the price band is at ₹485 to ₹500. </li></ul>Marquee investor Rakesh Jhunjhunwala-backed Metro Brands, which is one of the largest Indian footwear specialty retailers in India, has opened its initial public offering (IPO) today, December 10. Started in 1955 as a footwear specialty retailer in India, Metro Brands now caters to footwear needs of men, women, unisex and kids. It operates 586 stores across 134 cities spread across 29 states and union territories in India. Some of Metro’s brands include Mochi, Walkway, Davinchi and J. Fontini, as well as certain third-party brands such as Crocs, Skechers, Clarks, Florsheim, and Fitflop. Along with physical stores, it sells products through websites, various online marketplaces, as well as, social media platforms. The IPO consists of a fresh issue of ₹295 crore and an offer for sale of 2.14 crore shares by promoters. The company will use the proceeds from the fresh issue to open new stores under brands such as Metro, Mochi, Walkway and Crocs and remaining funds will be used for general corporate purposes. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Issue details </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Price band </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹485 to ₹500 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">GMP </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">70 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">IPO open date </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">December 10 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">IPO close date </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">December 14 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Allotment date </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">December 17 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Initiation of refunds </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">December 20 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Credit of shares to demat account </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">December 21 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">IPO listing date </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">December 22 </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Minimum lot </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">30 </td></tr></tbody></table> <div type="image" title="metro brand rev" height="900" width="1200" msid="88194907" hostid="261"></div> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/mapmyindia-ce-info-systems-ipo-analysts-see-as-long-term-bet-on-being-pioneer-in-digital-maps/articleshow/88180960.cms">Analysts see MapmyIndia as a long term bet on being a pioneer in digital maps</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/byjus-has-acquired-yet-another-startup-this-time-from-austria/articleshow/88177950.cms">Byju's has acquired yet another startup, this time from Austria</a>

Metro Brands’ IPO opens today — here are all the important details you need to know

<ul><li>Footwear retailer <keyword id="11914799" type="General" weightage="20" keywordseo="metro-brands-ipo" source="Orion">Metro Brands IPO</keyword> intended to raise ₹1,367 crore through the IPO.</li><li>The IPO has been subscribed 3.64 times during the three of IPO between December 10 to December 14.</li><li>Shares of the company are demanding a premium of ₹35 in the grey market today, indicating tepid listing gains.</li></ul>If you have applied for Metro Brands initial public offering (IPO), note that the company is likely to announce allotment for the issue today, December 17. The issue was open for subscription between December 10 to December 14. In the three days of IPO bidding process, the issue has been subscribed 3.64 times with great demand from qualified investors i.e., 49 times. Metro Brands, which is one of the largest Indian footwear specialty retailers in India, is backed by marquee investor Rakesh Jhunjhunwala. Started in 1955 as a footwear specialty retailer in India, Metro Brands now caters to footwear needs of men, women, unisex and kids. The company was performing well <a href="https://www.businessinsider.in/business/corporates/news/metro-brands-that-is-open-for-ipo-is-aggressively-planning-on-opening-new-stores-despite-covid-19s-impact-on-its-profits/articleshow/88204220.cms">until COVID-19 </a>hit the entire footwear retailing segment because of the pandemic led restrictions across the country. Its profitability slipped in FY21 because of the pandemic. Here is how to <keyword id="12752221" type="General" weightage="20" keywordseo="metro-brands-ipo-allotment" source="Orion">Metro Brands IPO allotment</keyword> status on stock exchange website: <ul><li>Go to the <a href="https://www.bseindia.com/investors/appli_check.aspx">BSE website</a> or NSE website<a href="https://www1.nseindia.com/products/dynaContent/equities/ipos/ipo_login.jsp"> here</a>.</li><li>On BSE, Select 'Equity' and then from the dropdown, select ‘Metro Brands’.</li><li>Now, enter your application number and PAN.</li><li>Click on 'Search'.</li><li>Please note the details will only be available once the shares are allotted.</li></ul>You can also visit the registrar website (Link Intime India) to check your application status. <ul><li>Visit the registrar's website <a href="https://linkintime.co.in/MIPO/Ipoallotment.html">here</a>.</li><li>Click on 'Select company' and click on ‘Metro Brands’.</li><li>Once the company is selected, you will have to enter either your PAN detail, the application number, or the client ID.</li><li>Enter the captcha and click ’submit’.</li></ul>Once you hit 'submit', the status of your application will appear on the screen. Please ensure the details that you provide are correct. It will show the number of shares you subscribed to and the number of shares allotted to you. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/cms-info-systems-ipo-to-open-on-december-21-here-are-the-important-dates-and-details/articleshow/88317692.cms">CMS Info Systems’ IPO to open on December 21 — Here are the important dates and details</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/moschip-technologies-asm-technologies-and-spel-semiconductor-among-chip-makers-stock-that-surged-on-pli-scheme/articleshow/88306809.cms">Checkout chip makers’ stocks that surged on PLI scheme; industry leaders feel the move will make India self-reliant</a>

Metro Brands’ IPO: Here is how to check the allotment status

<ul><li>Today is the second day to subscribe to footwear retailer Metro Brands, which will close its IPO on December 14.</li><li>The Rakesh Jhunjhunwala-backed company is looking to raise ₹1,367 crore, which consists of a fresh issue of ₹295 crore and an offer for sale of 2.14 crore shares by promoters.</li><li>Shares of the company are demanding a premium of ₹25 in the grey market while the price band is at ₹485 to ₹500.</li></ul>Today, December 13, is the second day to subscribe to marquee investor Rakesh Jhunjhunwala-backed Metro Brands, which is one of the largest Indian footwear specialty retailers in India. The initial public offering (IPO) has been subscribed just 27% on the first day of the bidding process. Meanwhile, the grey market premium of the company’s shares has been falling since the last couple of days from ₹80 to now at ₹25 per share. The company was performing well <a href="https://www.businessinsider.in/business/corporates/news/metro-brands-that-is-open-for-ipo-is-aggressively-planning-on-opening-new-stores-despite-covid-19s-impact-on-its-profits/articleshow/88204220.cms">until COVID-19 </a>hit the entire footwear retailing segment because of the pandemic led restrictions across the country. Its profitability slipped in FY21 because of the pandemic. However, most analysts suggest subscribing to the issue because of the growth opportunities in the footwear segment along with the company’s strong financial track record. <div type="image" title="metro cagr" height="900" width="1200" msid="88253021" hostid="261"></div> <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brokerages </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Recommendation </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hem Securities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">IDBI Capital </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Choice Broking </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe for long term </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BP Wealth </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe for listing gains </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nirmal Bang Securities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Subscribe for long term </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Angel One </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Neutral </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ventura Securities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Not Rated </td></tr></tbody><tbody></tbody></table> Analysts at Hem Securities recommend subscribing to the issue because of the experienced management team at Metro Brands and its strong track record of growth, profitability and financial discipline. Metro Brands operate 586 stores across 134 cities spread across 29 states and union territories in India. Some of Metro’s brands include Mochi, Walkway, Davinchi and J. Fontini, as well as certain third-party brands such as Crocs, Skechers, Clarks, Florsheim, and Fitflop. Categories and players in India’s footwear industry <div type="image" title="ventura peer pyramid" height="900" width="1200" msid="88253050" hostid="261"></div> “Due to [the] pandemic, the industry has opened up much more growth opportunities like transition from large unorganised segments to organised players, many acquisition prospects, e-commerce expansion etc. We expect Metro Brands to continue the growth momentum, given above set-up in addition to tying up with third party brands like FitFlops. We recommend “Subscribe for long term,” said analysts at Nirmal Bang Securities. A report by Choice Broking firm says that Metro Brands is one of the largest footwear retailers with around 3-4% market share in the organised market space. “It has reported strong financial performance with robust cash flow generation. The company is [sic] consistently paying dividend [sic] since FY2000. Thus considering the above observations, we assign a “Subscribe for long Term” rating for the issue,” said the report. <div type="image" title="metro ope marging" height="900" width="1200" msid="88253088" hostid="261"></div> Analysts at Angel One believe that the company is demanding an expensive valuation. “The company’s historical net profit growth is low compared to its peer Relaxo Footwears. However, Metro Brands has asset light business, strong brands and wide range of products but we believe that these positives are captured in the valuations commanded by the company. Thus, we have a NEUTRAL rating on the issue,” said the brokerage firm. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/shares-of-tega-industries-list-at-753-while-the-shares-were-allotted-at-453-per-share/articleshow/88249181.cms">Tega Industries meets its GMP of ₹300 and lists at 66% premium</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/telecom/news/ussd-mobile-banking-charges-trai-vs-airtel-vodafone-idea/articleshow/88249773.cms">TRAI’s push to make mobile banking services via USSD free faces stiff opposition from Airtel, Vodafone Idea</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/zomato-backed-grofers-rebrands-to-blinkit-as-focus-shifts-to-10-minutes-delivery/articleshow/88251384.cms">Grofers puts on a new name, Blinkit, to show how the focus of its business is changing</a>

The grey market is losing interest in Metro Brands’ IPO, but the analysts are still gung ho ⁠— here’s what the data have to say

<ul><li><keyword id="6355725" type="ORGANIZATION" weightage="20" keywordseo="tata-group">Tata Group</keyword> tops the Brand Finance India 100 Index in 2019 with brand value increasingly by 37% from last year. </li><li>India's biggest banks — State Bank of India (SBI) and HDFC Bank — also made the cut to feature in the top 10. </li><li>Anil Dhirubhai Ambani Group (ADAG) showed the biggest drop, falling 28 positions in the rankings with its brand value falling nearly 65%. </li></ul>The <a href="https://www.businessinsider.in/the-tata-group-has-two-airlines-and-two-more-to-choose-fromair-india-and-jet-airways/articleshow/70129384.cms">Tata Group</a> is India's most valuable brand according to Brand Finance India's top 100 list that's curated from a total of 5,000 companies. The group is one of India's largest with operations all over the world in over 100 countries. Government of India's <a href="https://www.businessinsider.in/lic-officials-under-investigation-by-sfio-for-role-in-ilfs-crisis/articleshow/69263029.cms">Life Insurance Corporation of India (LIC)</a> isn't even a close second with a brand value of $7.22 billion versus Tata's $19.559 billion. Even if you combine LIC's value with <a href="https://www.businessinsider.in/infosys-new-blockchain-banking-solution-doubles-its-partners-in-a-month/articleshow/64511303.cms">Infosys</a>, which came in third at $6.5 million — it's still less than that of the Tata Group. "Tata Group is to be commended for its ability to scale new heights, as it is not only India's most valuable brand, but has also recorded faster growth than any other top 25 brands, with an impressive 37% increase," states David Haigh, CEO of Brand Finance. <div type="image" title="unnamed" msid="70247447" hostid="261" caption="&amp;lt;p&amp;gt;Top 10 most valuable Indian brands 2019&amp;lt;/p&amp;gt;"></div>

 The newbies <a href="https://www.businessinsider.in/mukesh-ambanis-reliance-jio-speeds-up-its-broadband-plan/articleshow/70139677.cms">Mukesh Ambani</a>'s <a href="https://www.businessinsider.in/mukesh-ambani-s-reliance-retail-will-build-an-app-for-kirana-merchants/articleshow/70222354.cms">Reliance Jio</a> which is the fastest growing telecom company, has not made it into the top 10. But according to the Brand Strength Index (BSI) it's currently India's strongest brand. According to the report's methodology, the brand value is only one part of the story, which is how much the company would be worth in the open market. But, the other facet, is a brand's strength which is based on qualitative rather than quantitative measures to peg companies against their competition. The report explains that while Jio may not be the most valuable, it has a strong foundation in place with its <a href="https://www.businessinsider.in/two-years-on-reliance-jio-continues-to-dominate-indian-telecom-market-beating-global-giants/articleshow/67380627.cms">marketing investment</a>s, familiarity, <a href="https://www.businessinsider.in/heres-how-reliance-jio-is-planning-to-increase-its-user-base-and-it-will-definitely-work/articleshow/53298530.cms">loyalty</a>, staff satisfaction and, more importantly, corporate reputation. This is Jio's first time on Brand Finance's top 100 and its accompanied by five other brands debutantes — <a href="https://www.businessinsider.in/baba-ramdev-looks-to-conquer-the-fashion-world-with-patanjali-clothing/articleshow/63643970.cms">Patanjali</a>, Chennai Petroleum, Indian Overseas Bank, <a href="https://www.businessinsider.in/csd-the-most-profitable-retail-chain-in-india/articleshow/53738799.cms">DMart</a>, and Max Life Insurance. Banking boom This year's top 100 featured a total of 14 Indian banks. India's three largest banks — <a href="https://www.businessinsider.in/sbi-overstated-profits-for-3-years-reveals-rti/articleshow/70145021.cms">the State Bank of India</a> (SBI),<a href="https://www.businessinsider.in/hdfc-hiring-5000-professionals-with-annual-package-of-400000-includes-training-program/articleshow/70083666.cms"> HDFC Bank</a>, and <a href="https://www.businessinsider.in/how-icici-became-indias-biggest-bank-here-are-some-interesting-facts-about-the-bank/articleshow/53653276.cms">ICICI Bank</a> — led brand values in the sector with SBI coming in fourth and HDFC in sixth position. The upskilling at banks to integrate digital services like mobile banking and internet banking has helped banks keep pace with the competition. Heightened brand values are expected in the future as well as more is invested into bringing in new infrastructure, technology and innovative customer tools. Winners and losers The Mahindra Group featured in the top 5 for the very first time with its brand value appreciating by 35% to $5.2 billion. It has been working its way through the Indian market but also building in roads in more mature markets like the US, with its IT and financial services businesses. The Anil Dhirubhai Ambani Group (ADAG), on the other hand, fell by 28 ranks, losing 65% of its brand value. The steep drop in its value is attributed to a<a href="https://www.businessinsider.in/anil-ambani-adag-stocks-this-week-reliance-power-reliance-infrastructure-and-reliance-communications/articleshow/69773095.cms"> continuous erosion</a> in its shareholder value. Even with an illustrious last name, the group doesn't invoke the trust it once used to. See also: <a href="https://www.businessinsider.in/tcs-wipro-and-hcl-are-among-the-worlds-most-valued-it-brands/articleshow/67670849.cms">TCS is now the world’s third most valued IT service brand</a> <a href="https://www.businessinsider.in/these-are-the-top-10-most-valuable-brands-in-the-world/articleshow/69747256.cms">These are the top 10 most valuable brands in the world</a>

The Tata name is worth $19.5 billion — more than the brand value of LIC and Infosys put together

<ul><li>Tata is the most valued company in India at $19.6 billion according to Brand Finance.</li><li>LIC, Infosys, SBI and Mahindra Group also made it into the top 10 list.</li><li>The only company showing a drop in value among the top is Airtel which depreciated by 28.1% coming down by 2nd position to 7th position.</li></ul>Brand Finance, an independent brand valuation consultancy, took 5,000 companies in India and ranked them according to their brand value. And to no one's surprise, <a href="https://www.businessinsider.in/tata-leads-the-top-corporate-brands-of-india-while-anil-ambani-loses-28-ranks/articleshow/70247395.cms">Tata Group continues to rule the roost with a value of $19.6 billion.</a> A company’s brand value is the net economic benefit that the owner would gain by selling the brand in open market. This year, Indian banks and global IT service providers dominated the list of the top 10 most valued brands in India. Here’s a quick look at the 10 biggest corporate brands in the country:

Tata, LIC, Infosys, SBI, and Mahindra are among the top 10 Indian corporate brands

It’s a riot in India’s burgeoning <a href="http://www.businessinsider.in/searchresult.cms?query=Vijay+Shekhar+Sharma">smartphone</a> market. Chinese <a href="http://www.businessinsider.in/searchresult.cms?query=Vijay+Shekhar+Sharma">smartphone</a> brands have turned it on its head forever. A recent IDC study revealed the top 5 Indian cities make up approximately 60% of the online <a href="http://www.businessinsider.in/searchresult.cms?query=smartphone+sales">smartphone sales</a>. <a href="http://www.businessinsider.in/searchresult.cms?query=Samsung">Samsung</a> came at the top in leading 30 Indian cities. More ‘value for money’ brands like <keyword id="71696" type="COMPANY" weightage="60" keywordseo="Micromax">Micromax</keyword>, <a href="http://www.businessinsider.in/searchresult.cms?query=Lenovo">Lenovo</a> and <keyword id="11148" type="CITY" weightage="60" keywordseo="Motorola">Motorola</keyword> followed. 
 While the numbers suggest the chaos is limited to the metros and tier I cities, tier II and III cities are expected to play a major role in the near future. At a time when the <keyword id="28168" type="TECHNOLOGY" weightage="80" keywordseo="Smartphone">smartphone</keyword> market is growing 18% YoY and constitutes 40% of the 250 million units shipped to India, the dusty road is where the market lies. 
 
Business Insider sat down with the India Heads of two big bad boys in this war - <a href="http://www.businessinsider.in/searchresult.cms?query=Coolpad">Coolpad</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> to understand where this battle’s headed, and if there will ever be peace. 
 
What’s Changed – Everything 
The Chinese influx started way back in 2015. They saw an opportunity in the affordable smartphone market. Cut to 2016, that’s gone for good. Now, they’re up against home-grown brands like Micromax and Lava. Basically what Micromax did to <a href="http://www.businessinsider.in/searchresult.cms?query=Nokia">Nokia</a> years ago? Marketing brands like <a href="http://www.businessinsider.in/searchresult.cms?query=Xiaomi">Xiaomi</a> have locked horns with the likes of <keyword id="13722" type="CITY" weightage="60" keywordseo="Lenovo">Lenovo</keyword> and Motorola. The former doesn’t even have a brand ambassador in India! 
 Newer Chinese brands like <keyword id="1731609" type="UNKNOWN" weightage="100" keywordseo="Oppo">Oppo</keyword> and <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> are kicking serious ass too. They’re bringing in the money power of their rich Chinese dads, but considering ROI on investment, it’s very difficult to sustain their current models due to stiff competition. 
 Remember, back in the days <keyword id="35621" type="UNKNOWN" weightage="80" keywordseo="e-commerce">e-commerce</keyword> players were offering subsidies to host online sales. After 2016, only the manufacturer will have advantage as the Flipkarts, Snapdeals and Amazons of India will not offer too much in discounts, and this will reduce cost-efficiency in business models. 
 
There are two options now - go offline with huge marketing investment, or stay online with a cost-effective model. 
 “There will be challenges in manufacturing and marketing”, <keyword id="3093045" type="UNKNOWN" weightage="80" keywordseo="Syed-Tajuddin">Syed Tajuddin</keyword>, <a href="http://www.businessinsider.in/searchresult.cms?query=Coolpad">Coolpad</a> India Head accepts. 
 
By the end of 2016, most marketing brands will find it difficult to sustain. They’ll burn most of their liquidity. That’s where direct manufacturers come into the picture with long term goals. They will have extreme control on their supply-chains. 
 
Online Vs. Offline Game 
As the numbers suggest, Indian metros and Tier I cities already have mass online penetration. Till now, most Chinese brands weren’t even interested to look beyond, but are now being forced to because of the tax complications state governments have set up. Entering the offline market also means being cowed down by heavy investment for retailers and distributors. 
 
“Offline will remain and prosper. The only thing that might happen is that the offline sales in Metros might slip a bit into online”, Syed agrees. 
 Offline brands like <keyword id="10591" type="CITY" weightage="80" keywordseo="Samsung">Samsung</keyword>, Lenovo and Micromax that still have a huge portion of the offline market, need to check inflation. You ask why? 
 
Because brands like Oppo have brought some of their Chinese distributors to India. These brands will give a tough time standing up to Indian brands, and it’s only a matter of time before Samsung feels some heat in its collar too. 
 
Rather than investing and promoting on the marketing front, brands like Micromax have to focus on improving their product’s value proposition. If you’ve noticed, Micromax hasn’t spent a fortune on advertising since the Sliver 5. 
 
Believe it or not, <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> and Oppo are going into Tier II and Tier III cities, and holding small marketing campaigns there. Earlier the distributor drove sales, now it’s the brand. Indian brands are not able to cope up here. 
 
 “Just an online strategy will only help reach a certain consumer-base. We’re planning t have our own stores and offline distribution very soon. Half of our business in Feb came from the non-metros and non-Tier I cities”, Atul tells me. 
 
To reduce, or not to reduce – Price, that’s the question! 
In a day and age where the average life of a smartphone is down to less than a year in India, is there any chance of the price war cooling down anytime soon? 
 
“Around 30% customers, basically the young crowd will continue to focus on hardware vs. price. The high-end market will have an eye for aesthetics, and would prefer to have a look and feel”, Syed says. 
 “You have to be present offline to ensure you get the bigger consumer-base. We’ll launch into offline in the next 3-4 months”, <keyword id="350911" type="PERSON" weightage="80" keywordseo="Atul-Jain">Atul Jain</keyword>, India Head, <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> says. 
 
If the hardware craze is limited to tier I and metros, does it matter if a phone is priced at Rs. 10k, Rs. 9,999 or Rs. 9,990? 
 
“It doesn’t matter. Price is just one component. The consumer decision is based on at least 6 factors like design, availability, battery and price. Consumers could be sensitive to pricing, and as manufacturers we’ve to take that into account”, Atul says. 
 
Do Flash Sales Work? 
 
Both <a href="http://www.businessinsider.in/searchresult.cms?query=Coolpad">Coolpad</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> agree flash sales can be used as a tool to drive initial volume. Brands with constraint in delivery in the first phase chose that model. By the time they catch up in terms of numbers, they open it for all. That was typically in a month or two. 
 
However, Indians are now wary of waiting. They have options. Micromax’s Yu brand previously did flash sales for over 3-4 months. Now their flash sales don’t last that long. 
 
Basically, two quarters on, there will be lesser flash sales. 
 
Increasing Market Share 
So how do you increase market share in a market overcrowded with fiery competition that’s baying for your blood? 
 
For one, the era of marketing is over. You have to significantly control costs. Supply chain will become the foremost focus, R&amp;D comes second. Ones you have R&amp;D, you can experiment, and the supply chain will help reduce cost. 
 
“We’re setting up a global R&amp;D centre in Bangalore that’ll work on software and screen technologies”, <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> India Head says. 
 
In case you don’t live under a rock you must have noticed there are two segments for every ‘new’ smartphone brand, a regular model, with exceptional value proposition, and a flagship segment with high-end specs. 
 
“We’re coming up with a flagship soon. However, we’re very skeptical about marketing. Marketing gimmicks never work”, Syed says. 
 
Offline Prices 
Price and specs have been the biggest weapons for newer brands launching in India. The notion is that when you set up an offline distribution network, prices go up. That’s what happened with Samsung, and other brands too. However, if the prices are higher offline, it’s not fair to the consumer. 
 
“The distribution cost is what gets added when a product goes offline. That’s built into the overall costing”, Atul winks. 
 
Differentiation: 
So how do you create differentiation? It continues to be quality at affordable price. Atul let me in on a secret. They’re actually at a loss on a per device basis. 
 “We’re an ecosystem company unlike Samsung, <keyword id="6354427" type="CITY" weightage="60" keywordseo="Apple">Apple</keyword> or Oppo, and can sell the <keyword id="310615" type="PERSON" weightage="60" keywordseo="Le">Le</keyword> 1S at Rs. 10,999 even when the industry pegs the cost of production at Rs. 16k. We can ensure that pricing because of our large volume in China and India, and don’t believe in making profits from hardware”, Atul says. 
 
<a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> is perfectly fine with the loss. 
 
“For us phones are just screen, we have a 650 CDN networks of which 10 are in India. Nobody has that. It helps deliver content”, Atul says. 
 
The plan is <a href="http://www.businessinsider.in/searchresult.cms?query=LeEco">LeEco</a> will churn content to earn that money back. Atul say that way the company can also monetize second hand phones. To conclude, they think they’ll win because they make it, and don’t just market it. 
 
“That’s the difference between us and marketing brands. We’ve been manufacturing in China for the last 24 years”, Syed boasts. 
 
Image credit: Indiatimes

The Future of India’s Smartphone Price War: LeEco and
Coolpad let us in on their trade secrets

In Latin, ad vertere means "to turn toward". In business terms, <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> has the ability to persuade for or against something. It has an instant effect on the viewer's mind, which can sometimes lead to image formation and impulsive actions. Depending on the level of acceptance of a brand in a viewer's mind, effective advertisement can achieve one of the following outcomes: 
 
1. Make a viewer aware about something valuable 
2. Generate interest to consider buying or associating 
3. Trigger an action, like a visit to the store or an online purchase 
 Out of the above, the first outcome is most likely, but least useful and strangely the most celebrated one. I am tired of hearing of <keyword id="476741" type="UNKNOWN" weightage="20" keywordseo="brand-managers">brand managers</keyword>, who claim their brand as the most powerful one based on research that claims the highest awareness or recall for their brand. Interestingly, most brand managers consider one or more of the above three outcomes as a measure of the brand's success. 
 If <keyword id="135160" type="UNKNOWN" weightage="20" keywordseo="branding">branding</keyword> was as simple as advertising, everyone could create a brand and be merry. True branding starts much before advertising begins, and goes much beyond advertising as its effects last. Without the real experience of a product or service and experiences that support them, the brand is a myth in the mind of the consumer. The gap between perceived reality and reality is usually so large that it becomes unbridgeable with each passing advertisement, eventually hurting the equity of the brand as 'real experiences' continue to disappoint. 
 
Branding is about getting the house in order, and advertising is about inviting people to it. Unfortunately, more time, money and resources are spent inviting people to the house than getting the house in order. Advertising is cool and becoming famous gives a gullible satisfaction that you have arrived. It is self-fulfilling, but doesn't necessary imply success and, therefore, can be self-destructing. With advertising, you may succeed in convincing a buyer to try or buy your product, but in order to sustain and survive you will need a brand that performs and transfers value to the buyer that exceeds the cost she paid for it. 
 
Branding is the process of adding real value to the product or service and subsequently transferring it to its buyer with each passing action, interaction, presentation and performance of the brand. Advertising has an integral role to play in this process, provided the advertisement exactly and clearly communicates what the real experience is likely to be. Any deviation to this rule can be costly in the long run and even debilitating for some of the brands. The deviances, however, are commonplace, as the advertiser often confuses advertising goals with expected outcomes (as described earlier). Part of the reason for this is the advertiser's poor understanding of their own brand and the value it carries. 
 Let's take the example of smartphones. Good advertising can make users interested in a new smartphone. However, when you are operating in a customer segment where a significant part of the <keyword id="17402" type="UNKNOWN" weightage="20" keywordseo="brand-value">brand value</keyword> is derived from what others think about the buyer's purchase decision, it rubs off on her personal brand value. If the buyer after using it, begins to believe the smartphone isn't really as good as she thought it to be, it will hurt the buyer's self-esteem and personal brand equity, making him really bitter about the brand. It could mean an unstoppable downward spiral for the brand as the word spreads, which can be very difficult to reverse as a trend. This very fact makes the smartphone market highly volatile in which a new brand emerges in the top 5 every year. 
 
It is, thus, really important for an advertiser to understand his brand well, because only then he would be able to build and sustain brand momentum. In the next article of this series, we will discuss what path he should follow. Stay tuned! 
 
(Saurabh Uboweja is a Branding Expert and CEO of <keyword id="928355" type="UNKNOWN" weightage="20" keywordseo="Brands-of-Desire">Brands of Desire</keyword>.)

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