Percept Ltd, the flagship company of the Percept group has sold 10 percent stake for around Rs. 65 crores to Indivision, the Private Equity arm of the Future Capital, reports Business Standard. Last month, ET had reported the possibility of this deal. However, VC Circle reports that JP Morgan and Passport Capital are also a part of this deal, along-with Indivision.

Percept has consolidated all group companies under a holding company; group companies include the Percept Picture Company, Percept Talent Management, PDM India, PDM International, P9 Integrated and Tiger Sports Marketing.The media arm includes Allied Media, Percept Out-of-Home, Media Agency Middle East and Percept Knorigin. Percept/H, Hakuhodo Percept, AMO Communications, IBD India, Percept Gulf Fz LLC and Percept Swift and its consultancy company is called Perspectrum. In addition, there are three public relations companies under the group. The deal values Percept at Rs 650 crore. On the digital front, Percept Knorigin had acquired a search marketing agency called Searchize in January.