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Jonjua Overseas Limited, listed on BSE SME, is acquiring the trade name 'HSJonjua' from its Managing Director and promoter, Harjinder Singh Jonjua, for a total consideration of Rs. 3,453.21 lakhs. The trade name has been used globally for around 35 years in goods and services and is seen as a symbol of public trust. The company says the acquisition will help it strengthen its brand portfolio and expand into global markets. No regulatory approvals are needed for the deal, and a valuer's report was used for pricing. The payment is structured as an unsecured loan from the seller, repayable on demand, and may be adjusted against share subscription as per a prior EGM resolution. This is the second such trade name buy from the promoter group, following the acquisition of 'ਜੰਜੂਆ' and 'ਜੰਜੂਆ ਸੇਅਰ ਦੀ ਦੁਕਾਨ' in FY 2024-2025. The deal is expected to complete on July 25, 2025.
This is a sizeable, related-party acquisition that could help the company expand globally and strengthen its brand, but it also increases the company's liabilities to the promoter since payment is via an unsecured loan. Shareholders should watch for how the brand translates into actual revenue and whether the loan gets converted into equity, which would dilute existing shareholders.