Rating Rationale
October 28, 2020 | Mumbai
Bajaj Consumer Care Limited
  Rating Reaffirmed
 
Rating Action
Rs.100 Crore Commercial Paper CRISIL A1+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its 'CRISIL A1+' rating on the commercial paper programme of Bajaj Consumer Care Limited (BCCL; formerly Bajaj Corp Ltd).

The rating continues to reflect the company's leading market position in the niche light hair oil (LHO) segment, strong operating efficiency despite the unprecedented Covid-19 pandemic, and healthy financial risk profile driven by low debt. These strengths are partially offset by high dependence on Bajaj Almond Drops Hair Oil (BADHO) and exposure to intense completion in the fast-moving consumer goods (FMCG) industry.

The strong brand positioning and recall of BCCL has safeguarded its dominance in the market share despite slowdown of the LHO sector. Revenue growth is expected to be modest over the medium term, backed by rising demand from the rural sector. Operating margin is expected to remain stable at 27-28% on account of moderation of advertisement expenses.

The company's cash-generating ability has led to strong internal accruals and negligible debt over the years. BCCL's strong financial risk profile is likely to sustain over the medium term. Liquid surplus was Rs 544 crore as on September 30, 2020.

Analytical Approach

For arriving at the rating, CRISIL has combined the business and financial risk profiles of BCCL and its wholly owned subsidiaries, Bajaj Bangladesh Ltd, Bajaj Corp International FZE and Uptown Properties and Leasing Pvt Ltd.

Please refer Annexure - List of Entities Consolidated, which captures the list of entities considered and their analytical treatment of consolidation.

Key Rating Drivers & Detailed Description
Strengths
* Leading market position in the niche LHO segment: BCCL is a market leader with BADHO commanding 61% market share (value terms) as of March 31, 2020.

BADHO's brand positioning is strengthened by high entry barriers given the strong brand loyalty among customers. The company has wide geographical presence and a distribution network covering more than 40 lakh retail outlets. Revenue deteriorated by 7% in the first half of Fiscal 2021 as compared to H1FY20 due to lower offtake in Q1FY21; however it is expected to improve in the second half of the year backed largely by rural demand. BCCL has also added two new products to their portfolio: Anti-Greying Oil and Sanitisers. The company spends vigorously on advertising to increase its reach and has undertaken various initiatives to improve direct reach to consumers. Strong brand recall value of 'Bajaj' further aids in retaining dominance in the market.

* Strong operating efficiency: Efficient distribution system, high economies of scales and premium product portfolio have resulted in strong operating efficiency and healthy return on capital employed (43% in fiscal 2020). Operating in a single sector has helped the company achieve economies of scale despite volatility in raw material prices. Operating margin is stable at 27-28% in the first half of Fiscal 2021, and is expected to remain stable over the medium term. Advertising expenses (as a % of sales) increased to 21% in Fiscal 2020, however going forward, it is likely to remain in 16 to 18% range over the medium range. Furthermore, the company owns four manufacturing facilities besides access to third-party manufacturing units. Moreover, the working capital cycle is expected to remain moderate with immediate payments from distributors.

* Healthy financial risk profile: The financial risk profile is supported by negligible debt, strong networth and low capital expenditure (capex). Liquidity surplus of Rs 544 crore as on Sept 30, 2020, enables the company to spend aggressively on advertising expenses.

The company pays out most of its profit as dividend. However, in fiscal 2020, there were no dividend payouts, leading to higher accruals and cash surplus. BCCL has reduced its dependency on banks and funds operations mainly through internal accrual. This has led to a comfortable capital structure and strong debt protection metrics.

Furthermore, pledge of promoter stake has reduced to zero and is likely to remain nil in the medium term. The company had nil exposure to group companies in the past and the same is expected to continue in the future. BCCL is likely to maintain strong credit metrics over the medium term.

Weaknesses
* High product concentration and dependence on BADHO: BADHO, the company's flagship product, contributes to more than 90% of total revenue. The company has products in the premium hair oil category, Amla-based oils, and also launched two products recently: anti-greying oil in fiscal 2020 and sanitisers in fiscal 2021. However, all the products excluding BADHO cumulatively do not have significant impact on the revenue. Growth in revenue has therefore been sluggish compared with its peers in the FMCG space. As BCCL operates in a single product category, change in the product mix towards the premium hair oil segment may lead to higher realisation.

* Exposure to intense competition: The FMCG industry remains susceptible to the risk of downtrading (shift from branded to unbranded) by consumers, especially in the rural markets. A major bulk of the expenses is therefore directed towards advertising and promotion in order for BCCL to increase its competitive position.. Intense competition in the FMCG sector will continue to exert moderate pressure on players, including BCCL.
Liquidity Strong

Liquidity remains strong, supported by the company's cash generating ability, though most of the profit is paid out as dividend. Liquid surplus of Rs 544 crore as on September 30, 2020, is expected to sustain over the medium term.  The company has negligible debt and does not utilise its bank lines. Liquidity is likely to remain strong, supported by healthy cash generation, substantial cash and marketable securities and nil large capex plans, over the medium term.
 
Rating Sensitivity Factors
Downward factors
* Decline in operating margin below 25%
* Large, debt-funded acquisition or capex, weakening the key credit metrics
* Higher-than-expected dividend outflow or support to group companies, impacting liquidity.

About the Company

Incorporated in 2006 and part of the Shishir Bajaj Group of companies, BCCL is a leading manufacturer of LHO in consumer packs under the BADHO brand. The company also has presence in other hair oil categories through Bajaj Brahmi Amla, Bajaj Coco Jasmine and Bajaj Kailash Parbat brands. It purchased the Nomarks brand in fiscal 2014 to enter the skin care category. The manufacturing facilities are in Himachal Pradesh, Uttarakhand and Assam.

BCCL is listed on the Bombay Stock Exchange and the National Stock Exchange. As on September 30, 2020, 38% stake was held by the promoters and promoter group entities, and the remaining with the public. Of the total promoter holding, nothing is pledged.

For the six months ended September 30, 2020, BCCL's profit after tax (PAT) was Rs 111 crore on operating income of Rs 444 crore, against PAT of Rs 113 crore on operating income of Rs 473 crore for the corresponding period of the previous fiscal.

Key Financial Indicators
Particulars Unit 2020 2019
Operating income Rs crore 852 918
Adjusted PAT Rs crore 185 222
Adjusted PAT margin % 21.7 24.1
Adjusted debt/adjusted networth Times 0.03 0.06
Interest coverage Times 55 249

Any other information: Not applicable

Note on complexity levels of the rated instrument:
CRISIL complexity levels are assigned to various types of financial instruments and are included (where applicable) in the Annexure -- Details of Instrument in this Rating Rationale. For more details on the CRISIL complexity levels, please visit www.crisil.com/complexity-levels.
Annexure - Details of Instrument(s)
ISIN Name of instrument Date of allotment Coupon rate (%) Maturity date Issue size (Rs.Crore) Complexity Levels Rating assigned with outlook
NA Commercial Paper NA NA 7-365 days 100 Simple CRISIL A1+
 
Annexure - List of Entities Consolidated
Names of Entities Consolidated Extent of Consolidation  Rationale for Consolidation
Uptown Properties and Leasing Pvt Ltd 100% Managerial Linkages
Bajaj Bangladesh Ltd 100% Business Linkages
Bajaj Corp International (FZE) 100% Business Linkages
Annexure - Rating History for last 3 Years
  Current 2020 (History) 2019  2018  2017  Start of 2017
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Commercial Paper  ST   100.00  CRISIL A1+     26-11-19  CRISIL A1+  13-11-18  CRISIL A1+       
All amounts are in Rs.Cr.
Links to related criteria
CRISILs Approach to Financial Ratios
Rating criteria for manufaturing and service sector companies
Rating Criteria for Fast Moving Consumer Goods Industry
CRISILs Criteria for Consolidation

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