Anxiety, excitement, suspense, drama...No, we are not talking about the emotions surrounding the release of a much-hyped Bollywood movie. The opening of an IPO in Indian retail financial market has all these ingredients and much more.There's a plethora of initial public offerings (IPOs) lined up in the booming Indian capital market all in a bid to catch the fancy of potential investors.Around 10 companies, including Idea Cellular, Power Finance Corporation, Indian Bank, Firstsource Solutions, Transwarranty Finance and Euro Ceramics are in the fray to corner more than Rs 6,000 crore of investor money this month to fund their future business plans.The IPO market has definitely come a long way. And with the regulators keeping an eagle eye on the market, it has become all the more transparent with the corporates having to meet a host of compliances before even dreaming about the big buck.In fact, marketing an IPO is akin to selling a movie, an FMCG product, a cola or a pizza."It's all about tapping the retail market," says Vivek Suchanti, MD of Concept Communications.Communications experts today have to master the art of advising clients on SEBI guidelines and compliances, PR activities, road shows and events, data base management and so on.Seamless interaction with distribution channels is not limited to white goods or telecom companies. IPO industry also has its own channel partners - the broking community and their sub-brokers and agents at almost door-to-door level.
