### **Overview** Rockingdeals Circular Economy Limited (RDCEL) is India’s leading **B2B re-commerce company**, listed on the **NSE Emerge** platform since its IPO in November 2023. Established in 2002 and operationally active since 2005, RDCEL has pioneered an organized, scalable model in the **circular economy**, specializing in the sourcing, refurbishment, and distribution of **excess, open-box, returned, and pre-owned inventory** across electronics, home appliances, fashion, and lifestyle products. With a mission to extend product lifecycles and reduce waste, RDCEL bridges premium brands with value-conscious businesses and consumers, offering **authentic branded goods at steep discounts**—typically 15–90% off retail prices—without disrupting brand pricing integrity. --- ### **Core Business Model** RDCEL operates a **trading-led B2B re-commerce model**, sourcing inventory directly from: - **Manufacturers and distributors** - **E-commerce platforms** (e.g., Amazon, Flipkart, Snapdeal) - **Brand partners and dealers** It sells through a **hybrid distribution network**: - **Offline:** Company-operated stores, franchise outlets, distributors - **Online:** E-commerce platforms, its own digital presence, and B2B channels The company’s operations are anchored in **bulk inventory acquisition**, enabling high margins through **cost efficiency, strong procurement, and strategic liquidation**. --- ### **Product Portfolio & Operations** - **18+ Product Categories:** Home appliances (fans, speakers, ACs, LED TVs), electronics (laptops, desktops, mobile accessories), fashion & apparel (Puma, Skechers), footwear, baggage, books, furniture, and FMCG (near-expiry products). - **Sourcing & Refurbishment:** - Products range from **"nearly new"** (returned, unboxed, demo units) to **fully refurbished**. - The **Classification Centre in Faridabad (65,000+ sq. ft.)** employs skilled technicians to grade items from **Grade A (like new)** to **Grade E**, ensuring quality and reliability. - Less than **1% inventory write-offs**, reflecting strong supply chain and inventory management. - **Notable Suppliers & Brands:** Samsung, LG, Puma, FabIndia, Dyson, Boat, Whirlpool, Godrej, Livpure, Bajaj Electricals, Hindware, and Marshall. - **Unique Offerings:** - **Rockingdeals Garden Sale:** Recurring consumer events with discounts up to 90%, attracting 18,000+ walk-ins per event. - **Demo units:** E.g., 30 Samsung smart TVs from an expo, reset and sold at 25% off. - **Open-box goods:** E.g., Wipro Garnet LED smart bulb sets with 15% discount. --- ### **Strategic Expansion Initiatives** #### **1. Q-Commerce Entry via Subsidiary: Sustainquest Private Limited (SQPL)** - In October 2025, RDCEL launched **SQPL**, entering the **Quick Commerce (Q-Commerce)** space. - SQPL acts as an **Alpha Seller** on all major Q-Commerce platforms (e.g., Zepto, Blinkit, Swiggy Instamart), supplying **branded consumer goods** with rapid delivery. - Focus: Daily essentials, lifestyle products, and electronics through **technology-enabled last-mile fulfillment**. - This diversification positions RDCEL as a **full-spectrum value-delivery platform**—recommerce + instant commerce. #### **2. Domestic Expansion** - Plans to reach **100+ retail outlets by FY27**, including **company-owned hubs** and **franchise stores**. - Current operations in 24 retail locations; expanding aggressively into **Tier 2 and Tier 3 cities**. - New warehousing investments of **₹343 crore** for South and West India; hubs planned in Mumbai, Bangalore, Hyderabad, and Gujarat. - **Northeast Focus:** Operational presence in **Mizoram and Guwahati**; a new warehouse-cum-retail outlet in Guwahati strengthens the Eastern Zone. #### **3. International Expansion** - Entry into **MENA region** (UAE, Dubai) targeted by FY26. - **Rocking Deals General Trading LLC**, a RDCEL subsidiary, is the **authorized trading partner for Eureka Forbes’ "Forbes" brand** in GCC (effective Sept 26, 2025). - Partnerships with **Noon and Amazon Middle East** underway. - Strategy includes managing excess inventory and reverse logistics for regional e-commerce players. --- ### **Sustainability & Environmental Leadership** - **E-Waste Management Unit:** Planned under India’s **E-Waste (Management) Rules, 2022**, in RIICO Industrial Area, Rajasthan. - Will dismantle, recycle, and process e-waste. - Generate **Extended Producer Responsibility (EPR)** credits. - Act as a compliance partner for electronic producers. - **Circular Economy Impact:** - Reduces e-waste and manufacturing demand. - Conserves resources and carbon emissions. - Over **5 million products** sold to date across 18 categories. --- ### **Strategic Partnerships & Joint Ventures** - **Joint Venture with UTC Digital Technologies (Digi2L):** RDCEL holds **58% stake**; joint focus on **reverse logistics, trading, and refurbishment**. - UTC's direct brand tie-ups with **Samsung, LG** secure high-quality inventory supply. - **Exclusive Agreements:** With **Puma, FabIndia, Bajaj Electricals, Dyson, Skechers**, and others (typically 3–12 month exclusivity windows). - **Technology & Logistics:** - Partnership with **Shopclues** for end-to-end e-commerce platform support. - Deal with **Oriana Power** to distribute solar kits nationwide. - Collaboration with **Eltus Mode** under **sale-or-return** model (payment on throughput basis). --- ### **Market Position & Competitive Advantage** - **First-mover in organized off-price retail** in India. - Competes primarily with **unorganized sellers of counterfeit/low-quality goods**—differentiated by **brand authenticity, warranties, and grading**. - Operates a **360-degree circular economy model**: from sourcing to refurbishment, multi-channel sales, and e-waste recycling. - Positioned across a broader scope than global peers like **TK Maxx, Brands For Less, and Poshmark**, extending beyond apparel.