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 Rs. 12.62 crores (the issue) by the company, of which 1,47,000 equity shares of 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 Rs. 10/- each fully paid up is hereinafter referred to as the net issue. The issue and the net issue will constitute 26.51% and 25.12% respectively of the post issue paid up equity share capital of the company.The face value of the equity shares is Rs. 10/- each. The Issue price is Rs. 45/- per equity share. The Issue price is 4.50 times the face value.