Shares of PVR INOX were trading over 2% higher on Tuesday after the multiplex operator announced the sale of its majority stake in premium snacking brand 4700BC to Marico.
PVR INOX has entered into definitive agreements to divest its 93.27% stake in Zea Maize Private Limited, the owner of the 4700BC brand, for a consideration of Rs 227 crore. The transaction marks PVR INOX’s exit from a non-core investment and allows the company to monetise an asset that was incubated and scaled within its cinema ecosystem.
4700BC, founded in 2013 by Chirag Gupta, is widely known for its gourmet popcorn offerings and has expanded into adjacent snacking categories such as popped chips, makhana, crunchy corn and nachos. The brand built strong visibility through cinema halls, airlines, online platforms and offline retail, with PVR INOX playing a key role in providing early scale and institutional distribution.
Commenting on the transaction, Ajay Bijli, Managing Director of PVR INOX, said the sale represents a natural culmination of the company’s strategic involvement with the brand and enables it to unlock value from a non-core asset.
From a market perspective, the deal is being seen as a positive balance-sheet move for PVR INOX, as it frees up capital and sharpens the company’s focus on its core cinema exhibition business. The stock’s rise reflects investor optimism around disciplined capital allocation and asset monetisation.
The transaction also underscores a broader trend of consumer-facing brands graduating from incubation within large platforms to being absorbed by FMCG majors with wider distribution and scaling capabilities.
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