Hi everyone,
I’ve spent some time digging through the RHP for the upcoming SIMCA Advertising IPO. On the surface, the top-line growth and return ratios look like a fantastic compounding story in the booming Digital Out-of-Home (DOOH) space. But if you look past the grey market hype and read the Notes to Accounts, there is a structural reality here that requires serious scrutiny before we even think about peer-level multiples.
Here are my observations from the filings.
The Business Context & Promoter Pedigree SIMCA operates in the Mumbai OOH media space. They are currently executing a much-needed pivot from traditional static hoardings (63% of revenues) to higher-margin LED formats. The business actually has roots going back to 1970. The current promoter, Fahim Batliwala, clearly has the operational street-smarts—you simply don’t secure and manage 100+ prime media assets in Mumbai’s western suburbs without knowing how to navigate the BMC and maintaining strong localized commercial clout.
However, running a successful family proprietorship is very different from managing public capital. The corporate entity going public (SIMCA Advertising Ltd.) was only incorporated in June 2022. It reads less like a mature company and more like a corporate shell wrapped around a promoter’s private wealth engine.
The ROE Illusion & Related Party Transactions This is the biggest catch in the RHP. SIMCA boasts an incredible ROE (nearly 97% in FY23, settling around 38% in 9M FY26) and ROCE (currently over 50%). It looks like a high-return, asset-light compounder.
But it’s a mathematical illusion.
The company is “asset-light” because it owns ZERO core advertising infrastructure in its own name. Instead, they sublease 29 prime hoarding sites directly from M/s Simca Advertising—the promoter’s personal proprietorship firm. For this, the listed entity pays a massive lump-sum rent of ₹90.00 Lakhs per month straight to the promoter. Because they rent instead of capitalizing their own assets, the balance sheet asset base is tiny, which artificially inflates the asset turnover and, consequently, the ROE.
Other Major Red Flags in the RHP:
- Parallel Businesses: Depromoterization hasn’t happened. The promoter continues to run parallel proprietorships (like Scion Advertising and Simca Fitness) in the exact same line of business. The conflict of interest is glaring.
- Litigation Overhang: The promoter’s private entities are fighting massive GST demands and penalties totaling roughly ₹19.34 Cr (though a portion was recently rectified down to ₹5.39 Cr).
- Working Capital Stress: Despite reporting a healthy 13% PAT margin, cash is getting stuck in the market. Trade receivables have ballooned to ₹33.59 Cr against 9-month revenues of ₹77.77 Cr. A 118-day receivable cycle is a severe drag on liquidity.
Valuation Reality Check They are doing a 100% fresh issue to raise funds mostly for working capital (desperately needed due to those receivables) and ₹12.7 Cr to finally buy their own LED hoardings and put actual assets on the books.
Pre-IPO, they have 88 lakh shares. Post-issue, the equity base expands to roughly 1.19 Crore shares. They clocked ₹10.68 Cr PAT for the 9M ending Dec 2025. If we annualize that to roughly ₹14.24 Cr for FY26, we get a forward EPS of ₹11.9.
At the ₹183 price band, the post-issue market cap sits at ₹219 Crores, pricing the issue at roughly 15.3x forward P/E.
Listed peers like Bright Outdoor and Signpost India command multiples around 29x. At first glance, SIMCA looks incredibly cheap. But it isn’t a bargain; that 15x multiple is a mandatory discount. You simply cannot assign a 25-30x premium multiple to an entity that bleeds ₹90 Lakhs a month in RPTs to its own promoter and competes with the promoter’s private firms.
My Takeaway The macro tailwinds for Indian DOOH are undeniable with the current infrastructure spending. But SIMCA feels like the right industry wrapped in the completely wrong vehicle. We are essentially being asked to fund the CAPEX for a promoter whose corporate structure is deeply intertwined with his private interests. Betting on the sector makes sense, but trusting this specific setup to execute cleanly without value leakage feels like a blind gamble.
Has anyone else here dug into their leasing agreements in the RHP, or do you guys think the DOOH sector tailwinds are strong enough to outweigh these promoter overlaps?
(Disclaimer: I am not SEBI-registered. This post is strictly for educational and fundamental discussion purposes, not financial advice or a recommendation to subscribe.)