Shares of Wakefit Innovations, a direct-to-consumer (D2C) home and furnishings brand, fell 9.2% in early trade on the National Stock Exchange (NSE) to a day's low of Rs 177 on Monday. The stock had made a flat debut on the bourses, listing at its issue price of Rs 195 on the NSE and slightly lower at Rs 194.1 on the Bombay Stock Exchange (BSE).
Shivani Nyati, Head of Wealth at Swastika Investmart, commented that the muted listing reflected moderate investor demand, citing the 2.52x overall subscription as a reflection of the same. Nyati also pointed out that limited listing gains were expected due to competitive intensity in the D2C space, margin pressures, and the need to demonstrate sustained profitability at scale.
Ravi Singh, Chief Research Officer from Master Capital Services, echoed a similar sentiment, stating that the flat listing indicates a cautious market sentiment despite the company's strong brand recall and improving fundamentals. Wakefit, which operates in the Indian home and furnishings sector, is expected to face challenges due to competitive pricing pressures.
Despite the flat debut, Wakefit holds potential for long-term investors backed by improving fundamentals and sector tailwinds. The company plans to open over 100 new offline stores, expanding its presence in the omnichannel retail space. Proceeds from the IPO's fresh issue will be used for store expansion, lease payments, and brand-building initiatives.
As a recent listing, liquidity is likely to build up gradually, making the stock suitable for growth-oriented portfolios seeking exposure to India's evolving consumer lifestyle. However, investors may need to exercise caution and consider exiting the stock if prices fail to move above the issue price.
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