Key Rating Drivers & Detailed Description
Strengths:
Established presence in the consumer electronics and illumination segments
BEL has established itself as a leading player in the consumer electronics industry. Apart from being the top player (in terms of sales volume) in the mixer grinder, water heater and iron segments, the company is also among the top 2-3 players in the appliances category, and the top five players in the fans and lights categories. It has a vast network of 596 distributors and 230,000 retail outlets across India. As a result, the consumer products segment registered healthy compound annual growth rate (CAGR) of 11% over the past five years and is expected to witness around 10% growth in fiscal 2023.
The company derives strength from strong focus on research and development (R&D), resulting from consistent investment in people and infrastructure, and sound product development capabilities. It has established its position in the illumination segment through completion of legacy electrification projects. It plans to increase its focus on business-to-business (B2B) sales and has been launching new products in the illumination segment.
With continued focus on strengthening the product offerings, especially in the appliances and fan categories, and the overall brand, the company is expected to register healthy growth in the consumer electronics and illumination segments over the medium term.
Diversified offerings in the consumer products segment
BEL is present across various categories, including household appliances (contributing to around 46% revenue), fans (24%) and lighting (24%). The balance 5% comes from the premium brand, Morphy Richards.
Within appliances, the company has products ranging from kitchen appliances such as mixers, juicers and sandwich makers to home appliances such as water heaters, irons and coolers. Under the fan category, the company caters to a variety of price ranges. In the lighting segment, it is present in light-emitting diode (LED) and lamps segments. The company operates in the non-stick cookware category through its subsidiary, Nirlep Appliances Pvt Ltd.
BEL offers most of these products under the brand Bajaj. The company will increase its presence in the premium range through its Morphy Richards brand, which is witnessing healthy growth momentum.
The consumer products segment is expected to grow around 10% in fiscal 2023.
Adequate and improving financial risk profile
Over the past 2-3 years, BEL has focused on deleveraging its balance sheet. The financial risk profile is supported by healthy networth, comfortable gearing and adequate liquidity. The company turned net debt-free in fiscal 2022. Debt protection metrics will remain healthy over the medium term in the absence of external debt.
Low gearing and debt provide headroom for modest acquisitions without any material impact on the financial risk profile and key debt metrics. That said, any significant debt-funded capital expenditure (capex) or any sizeable acquisition will be closely monitored.
Also, BEL derives financial flexibility from being part of the Bajaj group. The company has received support by way of intercorporate deposits from Jamnalal Sons Pvt Ltd (key holding company of the Bajaj group) in the past and through rights issue of Rs 350 crore subscribed by existing shareholders in March 2020. With improvement in the financial risk profile and low debt, the company may not require additional support from group entities over the medium term.
Weaknesses:
Modest operating efficiency, driven by subdued return metrics of the EPC segment
Operating efficiency was modest owing to volatility in operating margin. The operating margin ranged between 3.8% and 6.5% over the past five fiscals, owing to fluctuation in raw material prices, execution of low-margin EPC projects and changes in regulatory policies. In the EPC segment, the operating margin was negative 4.1-7.8% over the past five fiscals. As a result, return on capital employed ratio ranged between 5% and 15%. Furthermore, the working capital cycle was stretched because of large receivables under the EPC segment. Return metrics and working capital cycle should improve post implementation of the demerger process with shifting of the capital-intensive EPC segment to BPL. CRISIL Ratings will continue to monitor the transaction, return metrics and working capital cycle post the demerger.
Susceptibility of performance to volatility in commodity prices and increasing competition
Prices of key inputs such as copper and aluminium are highly volatile. The operating margin was 3.8-6.5% over the past five years. Raw material cost and purchases of traded goods account for around 70% of the cost of sales. Furthermore, in order to counter competition, BEL needs to absorb part of the increase in input prices or pass it on with a lag, and thus, profitability remains constrained. However, to mitigate this risk, the company has been rationalising its cost structure by adopting an asset-light production model and achieving higher economies of scale.
Intense competition limits the pricing power of organised players, including BEL. The company faces competition from large, organised players such as Havells, Crompton Greaves Electricals, V-Guard, as well as unorganised players and cheaper imports from China. Nevertheless, the company has maintained its market share in the kitchen appliances segment.