26th April to 28th April, 2022
Rs. 1399.60 crores
BSE & NSE
Rs 278 - Rs 292 per equity share
Minimum lot size:
51 equity shares and in multiples of 51 thereafter
Campus Activewear is the largest sports and athleisure footwear brand in India in terms of value and volume in Fiscal 2021 (Source: Technopak Report). The company introduced its brand ‘CAMPUS’ in 2005 and are a lifestyle-oriented sports and athleisure footwear company that offers a diverse product portfolio for the entire family. It offers multiple choices across styles, color palettes, price points and an attractive product value proposition.
Its target segment is growing due to a combination of factors such as the transition from the unorganized to organized sector driven by enhanced preference for branded and quality footwear, increasing health awareness, rising levels of disposable income in India, favorable trends in Indian demographics such as increasing population of young adults and the growing demand for women’s footwear.
The company caters to consumer needs across different demographics and price ranges. It covers more than 85% of the total addressable market for sports and athleisure footwear in India as of Fiscal 2021, which is the largest market coverage amongst key sports and athleisure footwear brands. The company has launched 583 new designs in Fiscal 2021. Its product portfolio is extensive with 1,433 active styles for men, 241 active styles for women and 485 active styles for kids and children as on December 31, 2021. It offer one of the widest portfolios of footwear products among sports and athleisure footwear brands in India in terms of SKUs as of December 31, 2021. (Source: Technopak Report).
The company has an extensive online sales presence through third party pure play marketplaces, thirdparty managed marketplaces and online-to-offline B2B platforms such as Flipkart, Myntra, Fynd and Udaan among others as well as its own e-commerce website. It has sold more than 5 million SKUs/pairs through online channels since Fiscal 2019 up to December 31, 2021
Let us now look at a few competitive strengths and strategies of Campus Activewear Limited ...
+ India’s Largest Sports and Athleisure Footwear Brand: Campus Activewear is the largest sports and athleisure footwear brand in India in terms of value and volume in Fiscal 2021 (Source: Technopak Report). It is also the fastest growing scaled sports and athleisure footwear brand (scaled brands being brands with over Rs. 2 billion of revenue in Fiscal 2019) in India over Fiscal 2019 to Fiscal 2021. The company has an approximately 15% market share in the sports and athleisure footwear industry in India by value for Fiscal 2020, which increased to approximately 17% in Fiscal 2021 (Source: Technopak Report). The company offers one of the widest portfolios of footwear products among sports and athleisure footwear brands in India in terms of SKUs as of December 31, 2021. It covers more than 85% of the total addressable market for sports and athleisure footwear in India as of Fiscal 2021, which is the largest market coverage amongst key sports and athleisure footwear brands (Source: Technopak Report).
+ Difficult to Replicate Integrated Manufacturing Capabilities Supported by Robust Supply Chain: Campus Activewear owns and operates five manufacturing facilities across India with an installed annual capacity for assembly of 28.80 million pairs as on December 31, 2021. Its manufacturing facilities have installed capacity to manufacture 4.80 million footwear uppers and 10.80 million footwear soles annually as on September 30, 2021 . Its manufacturing facilities gives the company the ability to manufacture 37.50% of its requirements of soles and 16.67% of footwear uppers in-house and 100% in-house assembly of all its products. The manufacturing of shoes is a labor-intensive process. Campus Activewear has achieved a balance between in-house manufacturing and assembly of its products and outsourced manufacturing for key components and laborintensive activities. Its predominantly India based supplier network limits the requirement for imports and dependence on offshore suppliers. This limits its risk of supply chain disruptions and foreign exchange fluctuations, while reducing manufacturing lead times.
+ Robust Omnichannel Sales and Distribution Network with Pan-India Presence: Campus Activewear's ‘omnichannel experience’ involves a confluence of multiple retail channels covering physical locations and online channels to provide consumers a seamless experience. Its consumers are able to visit any channel to experience its brand and products, make selections and comparisons and purchase the product through their most preferred channel. The integration of its physical and online channels is integral to its ability to remain connected with consumers through all touchpoints in the consumers’ journey. By means of its omnichannel approach, Campus Activewear is able to offer a holistic experience to its consumer throughout the purchase cycle. Its omnichannel experience is media agnostic, involving, either or both, offline and online interactions, resulting in seamless product discovery, evaluation, purchase and post purchase experience. The company's omnichannel experience involves a strong interplay of its trade distribution channel and D2C channel. Its D2C channel has extensively complemented its trade distribution channel towards extending its pan-India reach.
+ Strong Brand Recognition, Innovative Branding and Marketing Approach: Campus Activewear believes that it has a strong brand that its consumers trust, as evidenced by its leadership position in the sports and athleisure footwear industry in India. Pivoted on style and comfort, its brand aims to generate an optimum blend of aspiration and value proposition for its target consumers seeking quality sports and athleisure footwear in the latest trends and designs at attractive prices. The company is one of the only Indian brands in the premium category of the sports and athleisure footwear industry in India as of Fiscal 2021 (Source: Technopak Report). The company has spent a considerable amount of time conceptualizing and implementing a unique brand awareness and marketing strategy to move from stand-alone trade led marketing to direct-to-consumer marketing. Its marketing and sales efforts spread across multiple touch points where consumers discover its brand and its product offerings. In addition, it has undertaken several special drops and limited edition products over the last three Fiscals and six months ended September 30, 2021 in partnership with online pure play market places such as Flipkart.
+ Its Experienced Management Team: Campus Activewear's chairman has over 37 years of experience in the footwear industry in India. Further, its senior management team is a professional team with a combined experience of over 125 years in FMCG, retail, technology and consulting businesses. The company's Board of Directors support and provide guidance to its management team. Campus Activewear's Board of Directors include eight Directors with several years of experience. Its strategic investors TPG Growth III SF Pte. Ltd. and QRG Enterprises Limited have supported the company through multiple business initiatives such as incubation of direct-to-consumer vertical, transformation of its supply chain, brand building initiatives and hiring of human capital.
Here are a few strategies Campus Activewear Limited has for its business:
And finally here’s a look at key financials of Campus Activewear Limited...
Particulars (in Rs. million)
Particulars (in Rs. million)
Here's a video playlist to help you invest in the upcoming Campus Activewear Limited IPO
The Campus Activewear Limited IPO has an issue size of Rs. 1399.60 crores. The IPO opens for subscription on 26th April, 2022, and ends on 28th April, 2022.
The allotment dates are on or around 4th May, 2022. (Source: Chittorgarh.com)
Link Intime India Private Limited is the registrar for this IPO.
The dates are yet to be decided.
You can read more about Campus Activewear Limited and its IPO from the company’s red herring prospectus (RHP) here.