Promising Micro Cap and Small Cap Companies- Swiss Military

Business Background
Mr. Jacques Boegli of Moutier, Switzerland started making Swiss Made watches under the brand ‘SwissMilitary’ in the year 1984. The brand grew with Mr. Jean-Luc Bögli, son of Mr. Jacques Bögli an enthusiast of diverse outdoor activities himself, after he launched his first clothing line in a range that was set to grow exponentially.

Gradually both the scale and scope of operations grew rapidly on a global scale owing to the unique brand positioning that Swiss Military attained over the years. Today, Swiss Military is a brand that is widely patronized by those who value affordable luxury, versatility & uniqueness of design and a one stop shop for a Men’s Lifestyle brand.

Over the past 30 years of the brands existence, it made a strong presence in 26 countries globally, with brand registrations in 40 countries and over 600 retail stores in Europe alone across various product segments namely Travel Gear, Writing Instruments, Watches, Garments, Accessories, Kitchenware, Eye Wear, Leather Goods,Outdoor/Hiking, Footwear, Cosmetics & Electronics with over 1200 present SKU’s in the global portfolio.Now, Swiss Military Consumer Goods Limited is engaged in trading and marketing of various lifestyle product such as travel gear, baggage, leather accessories, sunglasses, electronics, protective masks and other related products under the the internationally renowned and celebrated brand Swiss Military. Recently, the company have acquired 100% shareholding of AAA Shenyang Container Seal Private Limited and established a wholly owned subsidiary of the Company for RFID Seal business.


Ashok Kumar Sawhney: Chairman, Non-Executive Director: Mr. Ashok Kumar Sawhney, aged about 84 years, is aDirector of the Company. He is instrumental inmaking ‘Swiss Military’ a globally recognised,renowned and celebrated brand. He is a visionary,eminent author, poet and entrepreneur.

Anuj Sawhney: Managing Director: Mr. Anuj Sawhney, aged about 49 years, is a Promoter Director of the Company. He is a Graduate of B.Com (Honours) from Sri Ram College of Commerce, Delhi and has completed his MBA from Owen Graduate School of Commerce, Vanderbilt University at Nashville, Tennessee. He has extensiveexperience of around 22 years.

Ashita Sawhney: Non-Executive Director: Mrs. Ashita Sawhney, aged about 50 years, is a Promoter Director of the Company. She graduated with BA (Honours) from Jesus & Mary College,Delhi. She has experience of around 13 years in business development, lifestyle branding and related business.


  1. Men’s innerwear: Among all products, men’s underwear is one of the high-growth categories in business.

  2. Home appliances: It include TV, iron, de-humidifiers, blenders, OTG, electric kettles, ceiling fans etc.

  3. Luggage and travel bag: Company is offering products that cater to the young demographics, corporate &leisure traveller, tourists etc.

SWOT Analysis


  1. Company is debt free.
  2. Company is expected to give good quarter.
  3. Company has delivered good profit growth of 57.3% CAGR over last 5 years.
  4. Growth in Net Profit with increasing Profit Margin (QoQ).
  5. Increasing Revenue every Quarter for the past 4 Quarters.
  6. Increasing profits every quarter for the past 3 quarters.
  7. Company with Zero Promoter Pledge.
  8. Strong reach in the market through the multichannel presence.
  9. Cater to a wide range of customers both in terms of affordability and lifestyles.
  10. Long and diverse business expertise in three verticals and more.
  11. Work in an asset-light model where manufacturing is outsourced to the partners.


  1. Stock is trading at 5.41 times its book value.
  2. Company has a low return on equity of 13.9% over last 3 years.
  3. Disruption in the supply chain can cause volatility in the operations of the Company.
  4. Greater exposure to E-commerce can cause a high number of refunds.


  1. The emergence of organized retail and E-commerce in India have opened a new horizon of opportunities for the Company.
  2. Many categories of quality products with competitive pricing created large demand for branded products in the market.
  3. Growing purchasing power of the Indian middle class and rapid urbanization.
  4. Association with a reputed globally recognized brand provides
  5. Company an easy access into the market and helps build a presence in the country.


  1. Most industry leaders and manufacturers in exist in these three divisions where the Company operates & have their own retail and E-commerce presence.

I am not a SEBI registered advisor and this report is solely for educational purposes. The information provided does not constitute any form of recommendation. Therefore, please conduct your own analysis before engaging in any trades or consult your financial advisor. I holds no responsibility for intended decisions and any resulting financial losses.

#nfa #dyor

Looks like a pump and dump company seeing SAST trades.