The stock of Coffee Day Enterprises, which runs Cafe Coffee Day (CCD) chain, listed at Rs 313, a discount of 4.57 per cent over the issue price on BSE.
Massive selling soon engulfed the stock, which plunged 17.4 per cent to touch a low of Rs 270.90 at 1350 hours.
On NSE, the company debuted at Rs 317, a fall of 3.35 per cent. It was trading with a sharp fall of 16.95 per cent at Rs 272.40 at 1350 hours.
Coffee Day Enterprises' Rs 1,150-crore public issue was subscribed 1.81 times last month.
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The company, which competes with global giant Starbucks in the fast-growing Indian consumer market, had fixed a price band of Rs 316-328 per share for its IPO.
Coffee Day Enterprises had raised over Rs 334 crore from anchor investors ahead of its IPO while in March the firm had mobilised Rs 100 crore in a pre-IPO funding from Nandan Nilekani and Rare Enterprises (owned by Rakesh Jhunjhunwala and Ramesh Damani), among others.
Promoter holding in the company stands at 52.56 per cent while FIIs and domestic institutional investors (DIIs) hold 6.49 per cent and 10.68 per cent, respectively, as per BSE data.
The broader market BSE benchmark Sensex was trading with a loss of 214.41 points at 26,442.42 at 1350 hours.