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Bright Outdoor BSE SME IPO review (Avoid)

Review By Dilip Davda on March 10, 2023

•    BOML is engaged in the business of OOH and other modes of advertising 
•    It has posted average financial performance till FY22.
•    For H1 of FY23, it posted whooping profits, which raises eyebrows and concern over sustainability. 
•    Based on FY23 annualized earnings, the issue is aggressively priced. 
•    There is no harm in skipping this "High-risk / Low-return" pricey bet. 

Bright Outdoor Media Ltd. (BOML) is engaged in the business of providing advertising services offering advertising media services consisting of Out of Home (OOH) media services. Its array of service hoardings includes Railway boards, Railway panels, transfer stickers, Cinema slides, Promos, full trains, Bus panels, Full Bus painting, Mobile sign trucks, Kiosks, Traffic booths, Toll Naka, Gantry and Vinyl. Apart from Out-of-Home (OOH) Advertising and providing various novel communication solutions to clients, the Company also offers services assuring multicultural and ethnic Outdoor Advertising campaigns that engage audiences and achieve impact, for every creative need, idea and budget. 

Apart from the business of providing advertising services, BOML is also engaged in the real estate business which mainly includes the sale and purchase of properties and also sharing the same on rental/leave and license basis. Its client domain mainly includes corporate clients operating in various business fields viz. Entertainment Industries, Construction, Education, Jewellery, Insurance, Financial service providers, Aviation, Government Organizations etc., thus providing exposure to serve clients working in various industries and widening BOML's exposure.

The company has purchased the business of M/s. Bright Advertising Agency vide Business Purchase and Takeover Agreement dated April 01, 2007. The seller, M/s. Bright Advertising Agency has been carrying on the business of Outdoor Publicity and Advertisement. Whereas, BOML has purchased the entire running business as going concern with all rights, claims, interests in the business and assets of the said sole proprietorship concern. As of September 30, 2022, it had 52 employees on its payroll. 

The company is coming out with a maiden IPO of 3800000 equity shares of Rs. 10 each at a fixed price of Rs. 146 per share to mobilize Rs. 55.48 cr. The issue opens for subscription on March 14, 2023, and will close on March 17, 2023. The minimum application is to be made for 1000 shares and in multiples thereon, thereafter. Post allotment, shares will be listed on BSE SME. The issue constitutes 27.28% of the post-IPO paid-up equity capital of the company. BOML is spending Rs. 0.61 cr. for this IPO process, and from the net proceeds, it will utilize Rs. 12.41 cr. for repayment/prepayment of certain borrowings, Rs. 13.10 cr. for the purchase of LED hoardings, Rs. 18.26 cr. for working capital, and Rs. 11.10 cr. for general corporate purposes. 

Shreni Shares Pvt. Ltd. is the sole lead manager and the market maker, and Bigshare Services Pvt. Ltd. is the registrar of the issue. 

Having issued/converted equity shares at a par value so far, the company has also issued bonus shares in the ratio of 1 for 1 in December 2021. The average cost of the acquisition of shares by the promoters is Rs. 2.50 per share. 

Post-IPO, BOML's current paid-up equity capital of Rs. 10.13 cr. will stand enhanced to Rs. 13.93 cr. Based on the IPO pricing, the company is looking for a market cap of Rs. 203.36 cr. 

On the financial performance front, for the last three fiscals, BOML has (on a standalone basis), posted a turnover/net profit of Rs. 71.51 cr. / Rs. 1.71 cr. (FY20), Rs. 24.95 cr. / Rs. 1.08 cr. (FY21), and Rs. 50.90 cr. / Rs. 2.59 cr. (FAY22). For the H1 of FY23 ended on September 30, 2022, it earned a net profit of Rs. 4.20 cr. on a turnover of Rs. 45.18 cr. 

As per restated consolidated financial results for the period ended on March 31, 2020, it earned a net profit of Rs. 2.21 cr. on a turnover of Rs. 82.35 cr.

For the last three fiscals, BOML has reported an average EPS of Rs. 1.92 and an average RoNW of 5.42%. The issue is priced at a P/BV of 3.61 on the basis of its NAV of Rs. 40.40 as of September 30, 2022, and at a P/BV of 2.12 based on its post-IPO NAV of Rs. 68.77 per share. 

If we annualize FY23 super earnings and attribute them to the post-IPO fully diluted paid-up equity capital, the asking price is at a P/E of 24.21. Boosted profits for FY23 so far raise eyebrows and the sustainability of such margins going forward. It appears that these results are purely window dressed to get fancy valuations. Based on FY22 earnings, the issue is at a P/E of 78.49. Thus the issue is priced aggressively. 

The company has not declared any dividends since incorporation. It will adopt a prudent dividend policy post-listing, based on its financial performance and future prospects. 

As per the offer document, the company has no listed peers to compare with. 

This is the 19th mandate from Shreni Shares in the last three fiscals (including the ongoing one). Out of the last 10 listings, all were listed at premiums ranging from 2.45% to 101.18% on the listing date.

Conclusion / Investment Strategy

BOML is in the business of OOH and other modes of advertising. After posting an average performance till FY22, it posted boosted profits for H1 of FY23 that raise eyebrows and concern over its sustainability. Based on the super earnings of FY23, the issue is aggressively priced. There is no harm in skipping this “High-Risk / Low-Return” pricey bet.

Reviewer recommends Avoid to the issue.

Review By Dilip Davda on March 10, 2023

Review Author

DISCLAIMER: No financial information whatsoever published anywhere here should be construed as an offer to buy or sell securities, or as advice to do so in any way whatsoever. All matter published here is purely for educational and information purposes only and under no circumstances should be used for making investment decisions. My reviews do not cover GMP market and operators game plans. Readers must consult a qualified financial advisor before making any actual investment decisions, based the on information published here. With entry barriers, SEBI wants only well-informed investors to participate in such offers. With crazy listings in the recent past, SME IPOs drew the attention of investors across the board and lead to seer madness. However, as SME issues have entry barriers and continued low preference from the broking community, any reader taking decisions based on any information published here does so entirely at their own risk. The above information is based on information available as of date coupled with market perceptions. The Author has no plans to invest in this offer.

About Dilip Davda

Dilip Davda

Dilip Davda is veteran journalist associated with stock market since 1978. He is contributing to print and electronic media on stock markets/insurance/finance since 1985.

Dilip Davda is a leading reviewer of public issues and NCDs in the primary stock market in India. The knowledge he gained over 3 decades while working in the stock market and a strong relationship with popular lead managers makes his reviews unique. His detail fundamental and financial analysis of companies coming up with IPO helps investors in the primary stock market. Dilip Davda has a special interest in analyzing the SME companies and writing reviews about their public issues. His reviews are regularly published online and in news papers.

(Dilip Davda -SEBI registered Research Analyst-Mumbai,

Registration no. INH000003127 (Perpetual)

Email id: ).

Bright Outdoor Media IPO FAQs

  1. 1. Why Bright Outdoor Media IPO?

    The initial public offer (IPO) of Bright Outdoor Media Limited offers an early investment opportunity in Bright Outdoor Media Limited. A stock market investor can buy Bright Outdoor Media IPO shares by applying in IPO before Bright Outdoor Media Limited shares get listed at the stock exchanges. An investor could invest in Bright Outdoor Media IPO for short term listing gain or a long term.

  2. 2. How is Bright Outdoor Media IPO?

    Read the Bright Outdoor Media IPO recommendations by the leading analyst and leading stock brokers.

  3. 3. Bright Outdoor Media IPO what should investors do?

    Bright Outdoor Media IPO offers an opportunity to buy IPO shares before they get listed at the stock exchanges. Read the Bright Outdoor Media IPO Notes, Analysis and Recommendations by leading stock brokerage firms and experts in the above answer.

  4. 4. Is Bright Outdoor Media IPO good?

    Our recommendation for Bright Outdoor Media IPO is to avoid.

  5. 5. Is Bright Outdoor Media IPO worth Investing?

    As per the analysis by our lead analyst Mr. Dilip Davda, we suggest you to avoid the Bright Outdoor Media IPO.

  6. 6. When will Bright Outdoor Media IPO allotment status?

    The Bright Outdoor Media IPO allotment status will be available on or around March 22, 2023. The allotted shares will be credited in demat account by March 24, 2023. Visit Bright Outdoor Media IPO allotment status to check.

  7. 7. When will Bright Outdoor Media IPO list?

    The Bright Outdoor Media IPO will list on Friday, March 24, 2023, at BSE SME.