Womancart ( IPO analysis)

Summary

Womancart Limited operates as a digital consumer-centric retail platform with a focus on beauty and wellness products. They offer a diverse range of classic and emerging branded products for skin care, body care, hair care, and fragrances for both men and women. Additionally, they sell lifestyle brands encompassing makeup, imitation jewelry, and lingerie. The company operates both online and brick-and-mortar stores, allowing customers to make purchases and engage with the brand.

About the Company

Womancart Private Limited, originally incorporated on July 4, 2018, under the Companies Act, 2013, as a private limited company with a registered office in New Delhi, underwent a transformation to become Womancart Limited on May 19, 2023. This change was executed through a shareholders' resolution, and a new Certificate of Incorporation was issued by the Registrar of Companies, Delhi, on May 31, 2023.

Womancart Limited operates as a digital consumer-centric retail platform with a focus on beauty and wellness products. They offer a diverse range of classic and emerging branded products for skin care, body care, hair care, and fragrances for both men and women. Additionally, they sell lifestyle brands encompassing makeup, imitation jewelry, and lingerie. The company operates both online and brick-and-mortar stores, allowing customers to make purchases and engage with the brand.

The company prides itself on sourcing specially curated products to meet everyday needs, including skin care, makeup, fragrances, and hair styling tools. They have a separate section dedicated to men's grooming needs, offering products like shavers, trimmers, and beard care items. Womancart Limited is committed to providing an easy shopping experience, excellent customer service, high-quality products, and fashionable essentials from head to toe. Their product portfolio comprises approximately 10,000 SKUs, including their own brand and a variety of national and international brands.

Company Presence

Womancart Limited operates both online and offline channels for its retail business:

Online Channel (www.womancart.in & saydajewels.com):

• Offers a wide selection of approximately 10,000 products from various brands.
• Prioritizes customer satisfaction by optimizing processes to ensure timely delivery and the sale of authentic products, sourced directly from brands or authorized distributors.
• Subsidiaries are performing well on online marketplaces, with increasing sales.
• Registered as an online seller on Amazon and Meesho.
• Offers a 15-day return policy, with returns accounting for approximately 10-12% of sales.
• Unsatisfactory returns in good condition are returned to suppliers, resulting in a 2-3% loss on such returns.

Offline Channel (2 stores and 1 kiosk in Delhi):

• Provides a more limited product range.
• Recognizes that consumers have diverse needs and journeys, leading to the creation of vertical-specific websites and physical stores.
• Independent channels enable tailored content and convenience for consumers, catering to different consumer journeys within these business verticals.

Company Promotor:

Womancart's founder and promoter is Mrs. Veena Pahwa. She is a Delhi University graduate and began her career as a Client Account Coordinator for Electronic Media at Vignette Advertising and Marketing Private Limited. After a period of family responsibilities, in 2015, she established "The Family Store," a grocery store in Paschim Vihar, Delhi, which she successfully operated both offline and online until the onset of the COVID-19 pandemic.

Following the pandemic, Mrs. Veena Pahwa decided to channel her passion for beauty and style to empower women, not just in terms of their outward appearance but also their inner confidence and positivity. Her vision was to offer customers a straightforward, approachable, and upscale buying experience, which led to the creation of retail outlets providing a unique shopping experience. She actively oversees the design and procurement processes for the company's own brands.

Risk:

• Womancart operates in a highly fragmented industry with diverse competition.
• Competitors include organized multi-brand and exclusive retailers, unorganized merchants, and major online platforms like Amazon, Flipkart, Myntra, and Purplle.
• Success in competition depends on factors such as the strength of their own brand and products, effective marketing and innovation, a wide product range, and managing new product introductions.
• Operational execution, particularly in order fulfilment, is crucial to maintaining a competitive edge.
• Expanding into new markets and growing within existing geographies is also essential for sustaining competitiveness.
• While Womancart doesn't see directly listed competitors of the same size, it acknowledges key competitors in the industry, including Nykaa, Purplle, and SS Beauty, which are significant players in the beauty and wellness retail sector.

Financials