Bluestone Jewellery IPO sees muted demand; listing on Aug 19

Bluestone Jewellery’s IPO drew a weak response from the market. The Rs 1,500 crore issue, open between August 11–13, was subscribed around 2.57X overall, with the bulk of the demand coming from institutional investors.

According to exchange data, the Qualified Institutional Buyers (QIBs) portion was subscribed 4.09X, while Non-Institutional Investors (NIIs) bid only 0.53X. The Retail Individual Investors (RIIs) category managed 1.22X subscription. The company had fixed a price band of Rs 492–517 per share.

The response was modest when stacked against earlier startup IPOs. Nykaa drew over 80X subscriptions, Zomato 38X, and Mamaearth 7.6X. Even smaller digital-first brands managed stronger demand from retail and HNIs. Bluestone’s weak turnout signals a fading appetite for highly valued D2C and consumer internet firms.

The grey-market buzz around Bluestone’s IPO has been lukewarm, with GMP easing from around 2% to below 1% by the end, pointing to minimal expected listing gains. Meanwhile, Bluestone is targeting a high valuation of roughly Rs 7,800–8,100 crore, putting it in the same league as Titan’s CaratLane despite weaker overall profitability metrics.

In FY25, Bluestone posted healthy revenue growth but continued to operate at single-digit EBITDA margins. Its omnichannel approach, online sales supported by over 250 physical stores, has helped scale up but also increased costs. The company has posted a revenue of Rs 1,770 crore with a net loss of Rs 222 crore during the previous fiscal year ended March 2025.

Bluestone will list on August 19, but analysts expect a weak debut because of low subscription. The listing will show whether investors remain cautious about new-age consumer brands or if interest in the D2C sector can bounce back.