The company is raising Rs 200 crore from the issue at a price of Rs 1000 each. Investors need to apply for a minimum of 10 NCDs in a lot.
The amount will be used to fund the payout for the voluntary retirement scheme (VRA), which is likely to cost over Rs 200 crore.
All major sectoral indices are in green.
Nifty Media index down by 2%.
Non-convertible debentures (NCDs) are fixed income securities that is listed with stock exchanges, like BSE and NSE in India.
Silver futures witnessed a decline of Rs 211.
According to a BSE filing, the parties to the proposed transaction, for which a legally binding memorandum of understanding had previously been signed, had "executed a Share Purchase Agreement and finalized the transaction."
The shares of the company listed at 17.14% premium on NSE at Rs 164 and 16.43% premium on BSE at Rs 163 per share.