Basis of Allotment

(This is only an advertisement for information purpose and not a Prospectus announcement.)

BRAND CONCEPTS LIMITED

Corporate Identification Number: U51909MH2007PLC174702

Our Company was incorporated as Brand Concepts Private Limited under the provisions of the Companies Act 1956 vide certificate of incorporation dated October 04. 2007. issued by the Registrar of Companies, Maharashtra, Mumbai. Subsequently, the name of our Company was changed to Brand Concepts Limited pursuant to conversion into a public company vide Shareholders' approval on December 06, 2017 and fresh certificate of incorporation dated December 03. 2017, issued by the Registrar of Companies, Maharashtra, Mumbai. The Corporate Identification Number of Our Company is U51909MH2007PLC174702. For further details please refer to chapter titled 'Our History and Certain Other Corporate Matters' beginning on page 146 of the Prospectus,

Registered Office: F-55, First Floor, R City Mall, Phase 2, opp. Presidential Towers, 146, Lal Bahadur Shastri Marg, Ghatkoper (West), Mumbai-400086, Maharashtra, India. | Corporate Office: Musakhedi Square, Ring Road, lndore-452001, Madhya Pradesh, India. 
Tel No: +91-731-4223000 | Fax: +91 -731 -4221222/444 | E-mail: swati.gupta@brandconcepts.in | Website: www.brandconcepts.in 
Contact Person: Mr. Prateek Maheshwari Managing Director

PROMOTERS OF THE COMPANY: MR. PRADEEP MAHESHWARI, PRADEEP MAHESHWARI (HUF) AND IFF OVERSEAS PRIVATE LIMITED

BASIS OF ALLOTMENT

PUBLIC ISSUE OF 28,05,000 EQUITY SHARES OF FACE VALUE OF RS. 10 EACH FULLY PAID UP OF BRAND CONCEPTS LIMITED ("BCL" OR THE "COMPANY" OR THE "ISSUER") FOR CASH AT A PRICE OF RS 45 PER EQUITY SHARE (THE "ISSUE PRICE") (INCLUDING A SHARE PREMIUM OF RS 35 PER EQUITY SHARE AGGREGATING RS1262,25 LAKHS (THE "ISSUE") BY OUR COMPANY, OF WHICH 1,47,000 EQUITY SHARES OF FACE VALUE RS 10 EACH FULLY PAID UP WILL BE RESERVED FOR SUBSCRIPTION BY MARKET MAKER TO THE ISSUE ("MARKET MAKER RESERVATION PORTION"). THE ISSUE LESS THE MARKET MAKER RESERVATION PORTION I.E. ISSUE OF 26,58,000 EQUITY SHARES OF FACE VALUE RS 10 EACH FULLY PAID UP IS HEREINAFTER REFERRED TO AS THE "NET ISSUE". THE ISSUE AND THE NET ISSUE WLLL CONSTITUTE 26.51% AND 25.12% RESPECTIVELY OF THE POST ISSUE PAID UP EQUITY SHARE CAPITAL OF THE COMPANY. THIS ISSUE IS BEING IN TERMS OF CHAPTER XB OF THE SEBI (ICDR) REGULATIONS, 2009 (AS AMENDED FROM TIME TO TIME). FOR FURTHER DETAILS PLEASE REFER TO "SECTION VII - ISSUE INFORMATION" BEGINNING ON PAGE 260 OF THE PROSPECTUS.

THE FACE VALUE OF THE EQUITY SHARES IS RS 10 EACH, 
THE ISSUE PRICE IS RS 45. THE ISSUE PRICE IS 4.50 TIMES THE FACE VALUE. 
ISSUE OPENED ON; DECEMBER 29, 2017; ISSUE CLOSED ON; JANUARY O2, 2018 
PROPOSED LISTING; WEDNESDAY, JANUARY 10, 2018

The Equity Shares offered through the Prospectus are proposed to be listed on the NSE Emerge Platform ("NSE"). In terms of the Chapter XB of the SEBI (ICDR) Regulations. 2009, as amended from time to time. The Company has received an in-principle approval letter dated December 22,2017 from NSE for using its name in the offer document for listing of its, shares on NSE Emerge Platform. 
For the purpose of this Issue, the Designated Stock Exchange will be the National Stock Exchange of India Limited. The trading is proposed to be commenced with effect from Wednesday. January 10, 2018.*
*Subject to receipt of listing and trading approvats  from the National Stock Exchange of India Limited
All Applicants participated in the issue through Applications Supported by Blocked Amount ("ASBA") process by providing the details of their respective bank accounts in which the corresponding application amounts were blocked by Self Certified Syndicate Banks (the "SCSBs").

SUBSCRIPTION DETAILS

The Issue has received 5104 applications for 31125000 Equity Shares resulting in 11,10 times subscription (including reserved portion of Market Maker). The details of the applications received in the Issue (before technical rejections) are as follows: 
Details of the Applications Received (Before Technical Rejection):

Category No. of Applicants % No. of Equity Shares % Subscription (Times)
Market Maker 1 0.02 147000 0.47 1.00
Retail Individual investors 4978 97.53 14934000 47.98 11.54
Other than Retail Individual Investors 125 2.45 16044000 51.55 12.07
TOTAL 5104 100.00 31125000 100.00 11.10

The details of applications rejected by the Registrar on technical grounds are detailed below: (Technical rejection)

Category No. of Applications No. of Equity Shares
Market Maker Nil Nil
Retail Individual Investors 63 189000
Other than Retail Individual Investors 3 75000
TOTAL 66 264000

After eliminating technically rejected Applications, the following tables give us Category wise net valid applications:

Category No, of
Applications
% Issue Size (as per
Prospectus)
Proportionate Issue Size
(After rounding off)
No. of Valid 
Shares applied
Subscription 
(Times)
Market Maker 1 0.02 147000 147000 147000 1.00
Retail Individual Investors* 4915 97.56 1329000 1329000 14745000 11.09
Other than Retail Individual Investors 122 2.42 1329000 1329000 15969000 12.02
TOTAL 5038 100.00 2805000 2805000 30861000 11.01

Allocation: The Basis of Allotment was finalized in consultation with the Designated Stock Exchange - National Stock Exchange of India Limited on January 05, 2018.
A. Allocation to Market Maker (Aftar Technical Rejections): The Basis of Allotment to the Market Maker, at the issue price of Rs 45 per Equity Share, was finalized in consultation with NSE. The category was subscribed by 1.00 times, The total number of shares allotted in this category is 147000 Equity Shares.
B. Allocation to Retail Individual Investors (After Technical Rejections): The Basis of Allotment to the Retail Individual Investors, at the issue pice of Rs 45 per Equity Share, was finalized in consultation with NSE. The category was subscribed by 11.09 times. The total number of shares allotted in this category is 1329000 Equity Shares to 443 Successful applicants.
The Category-wise details of the Basis of Allotment are as under:

No. of
Shares
Applied for
(Category
wise)
No. of
Appli
cations
received
% To
Total
Total No.of
Equity Shares
applied
in each
Category
% To
Total
Proporti
nate
Shares
Available*
Allocation
per Applicant
(Before
Rounding off)
Allocation
per Applicant
(After
Rounding off)
Ratio of
Allottees
to Appli
cants:
Ratio 1
Ratio of
Allottees
to Appli
cants:
Ratio 2
Number of
Successful
Applicant
(after
rounding off)
Total No.
of Shares
Allocated/
Allotted
No. of
Shares
Surplus/
Deficit
3000 4915 100.00 14745000 100.00 1329000 270.40 3000 1 11 443 1329000 0
TOTAL 4915 100.00 14745000 100.00 1329000         443 139000 0

C. Allocation to Other than Retail Individual Investors (After Technical Rejections): The Basis of Allotment to the Non Institutional Investors, at the issue price of Rs 45 per Equity Share, was finalized in consultation with NSE. The category was subscribed 12. 02 times. The total number of shares allotted In this category is 1329000 Equity Shares to 97 successful applicants.
The Category-wise details of the Basis of Allotment are as under:

No. of
Shares
Applied for
(Category
wise)
No. of
Appli
cations
received
% To
Total
Total No.of
Equity Shares
applied
in each
Category
% To
Total
Proporti
nate
Shares
Available*
Allocation
per Applicant
(Before
Rounding off)
Allocation
per Applicant
(After
Rounding off)
Ratio of
Allottees
to Appli
cants:
Ratio 1
Ratio of
Allottees
to Appli
cants:
Ratio 2
Number of
Successful
Applicant
(after
rounding off)
Total No.
of Shares
Allocated/
Allotted
No. of
Shares
Surplus/
Deficit
6000 12 9.84 72000 0.45 5992 499.34 3000 1 6 2 6000 8
9000 8 6.56 72000 0.45 5992 749.01 3000 1 4 2 6000 8
12000 1 0.82 12000 0.08 999 998.68 3000 1 1 1 3000 2001
15000 3 2.46 45000 0.28 3745 1248.36 3000 1 3 1 3000 -745
18000 1 0.82 18000 0.11 1498 1498.03 3000 1 1 1 3000 1502
21000 4 3.28 84000 0.53 6991 1747.70 3000 1 2 2 6000 -991
24000 2 1.64 48000 0.30 3995 1997.37 3000 1 2 1 3000 -995
27000 17 13.93 459000 2.87 38200 2247.04 3000 13 17 13 39000 800
30000 2 1.64 60000 0.38 4993 2496.71 3000 1 1 2 6000 1007
33000 2 1.64 66000 0.41 5493 2746.38 3000 1 1 2 6000 507
36000 6 4.92 216000 1.35 17976 2996.05 3000 1 1 6 18000 24
45000 5 4.10 225000 1.41 18725 3745.07 3000 1 1 5 15000 -3725
45000             3000 1 5   3000 3000
48000 1 0.82 48000 0.30 3995 3994.74 3000 1 1 1 3000 -995
51000 2 1.64 102000 0.64 8489 4244.41 3000 1 1 2 6000 -2489
51000             3000 1 2   3000 3000
54000 1 0.82 54000 0.34 4494 4494.08 3000 1 1 1 3000 -1494
57000 2 1.64 114000 0.71 9488 4743.75 3000 1 1 2 6000 -3488
57000             3000 1 2   3000 3000
60000 10 8.20 600000 3.76 49934 4993.42 3000 1 1 10 30000 -19934
60000             3000 7 10   21000 21000
63000 1 0.82 63000 0.39 5243 5243.10 6000 1 1 1 6000 757
66000 2 1.64 132000 0.83 10986 5492.77 6000 1 1 2 12000 1014
72000 2 1.64 144000 0.90 11984 5992.11 6000 1 1 2 12000 16
90000 2 1.64 180000 1.13 14980 7490.14 6000 1 1 2 12000 -2980
90000             3000 1 2   3000 3000
99000 1 0.82 99000 0.62 8239 8239.15 9000 1 1 1 9000 761
102000 1 0.82 102000 0.64 8489 8488.82 9000 1 1 1 9000 511
108000 2 1.64 216000 1.35 17976 8988.16 9000 1 1 2 18000 24
111000 6 4.92 666000 4.17 55427 9237.84 9000 1 1 6 54000 -1427
120000 1 0.82 120000 0.75 9987 9986.85 9000 1 1 1 9000 -987
132000 1 0.82 132000 0.83 10986 10985.53 12000 1 1 1 12000 1014
150000 1 0.82 150000 0.94 12484 12483.56 12000 1 1 1 12000 -484
168000 1 0.82 168000 1.05 13982 13981.59 15000 1 1 1 15000 1018
180000 1 0.82 180000 1.13 14980 14980.27 15000 1 1 1 15000 20
222000 7 5.74 1554000 9.73 129330 18475.67 18000 1 1 7 126000 -3330
222000             3000 1 7   3000 3000
225000 3 2.46 675000 4.23 56176 18725.34 18000 1 1 3 54000 -2176
225000         0   3000 1 3   3000 3000
240000 1 0.82 240000 1.50 19974 19973.70 21000 1 1 1 21000 1026
300000 1 0.82 300000 1.88 24967 24967.12 24000 1 1 1 24000 -967
333000 2 1.64 666000 4.17 55427 27713.51 27000 1 1 2 54000 -1427
447000 1 0.82 447000 2.80 37201 37201.01 36000 1 1 1 36000 -1201
555000 1 0.82 555000 3.48 46189 46189.18 45000 1 1 1 45000 -1189
666000 2 1.64 1332000 8.34 110854 55427.01 54000 1 1 2 108000 -2854
666000             3000 1 2   3000 3000
1665000 1 0.82 1665000 10.43 138568 138567.54 138000 1 1 1 138000 -568
l668000 1 0.82 1668000 10.45 138817 138817.21 138000 1 1 1 138000 -817
2220000 1 0.82 2220000 13.90 184755 184756.72 186000 1 1 1 186000 1245
TOTAL 122 100.00 15969000 100.00 1329000         97 1329000 0

The Board of Directors of the Company at its meeting held on January 05, 2018 has taken on record the Basis of Allocation of Equity Shares approved by the Designated Stock Exchange viz. National Stock Exchange of India Limited and has authorized the corporate action for the transfer of the Equity Shares to various successful applicants.
The CAN and allotment advice and/or notices will be dispatched to the address of the Applicants as registered with the depositories on or before January 09.2018. Further, the Instructions to Self Certified Syndicate Banks for unblocking the amount are being processed on or prior to January 09.2018. in case the same Is not received within four working days, investors may contact Registrar at the address given below. The Equity Shares allocated to successful applicants are being credited to their beneficiary accounts subject to validation of the account details with the depositories concerned. The Company is taking steps to get the Equity Shares admitted for trading on NSE Emerge Platform within six working days from the date of the closure of the Issue.

Nots: All capitalized terms used and not defined herein shall have the respective meaning assigned to them in the Prospectus dated December 23,2017 ("Prospectus"),

INVESTORS PLEASE NOTE

The details of the allotment made would also be hosted on the website of the Registrar to the Issue, BIGSHARE SERVICES PRIVATE LIMITED at www.bigshareonline.com. All future correspondence in this regard may kindly be addressed to the Registrar to the Issue quoting full name of the Firat/Sole applicants, serial number of the Application Form, number of shares applied for and Bank Branch where the application had been lodged and payment details at the address of the Registrar given below:

BIGSHARE SERVICES PRIVATE LIMITED
Bharat Tin Works Bldg. 1st Floor, Opp. Vasant Oasis Makwana Road. Marol, (Andheri East}, Mumbai-4000059.
Tel: +91 22 62638200 | Fax: +91 22 62638299 | E-mail: ipo@bigshareonline.com
Website: www.bigshareonline.com | Contact Person: Mr Ashok Shetty | SEBT Registration No,: INR000001385

Place : Mumbai

Date : January 05, 2018

For BRAND CONCEPTS LIMITED
On behalf of the Board of Directors
Sd/-
Managing Director

THE LEVEL OF SUBSCRIPTION SHOULD NOT BE TAKEN TO BE INDICATIVE OF EITHER THE MARKET PRICE OF THE EQUITY SHARE ON LISTING OR THE BUSINESS PROSPECTS OF THE BRAND CONCEPTS LIMITED.