Rating Rationale
July 29, 2019 | Mumbai
Cedar Decor Private Limited
Rating outlook revised to 'Positive'; ratings reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.38.19 Crore
Long Term Rating CRISIL BBB/Positive (Outlook revised from 'Stable' and rating reaffirmed)
Short Term Rating CRISIL A3+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has revised its outlook on the bank facilities of Cedar Decor Private Limited (Cedar, part of the Durian Group) to 'Positive' from 'Stable' and reaffirmed the ratings at 'CRISIL BBB/CRISIL A3+'
 
The outlook revision reflects gradual improvement in group's financial risk profile reflected in steady debt levels despite scale up in operations, leading to better financial metrics-capital structure and debt protection metrics. The revision in outlook also factors in CRISIL's belief that group's business risk profile will improve over medium term with steady and sustained revenue growth and better operating profitability. Extent of improvement in operating performance shall determine the direction.
 
The group's operating profitability remained range bound over the five years ended March 31, 2017 between 6.5 and 9 per cent, while its scale of operations increased to Rs 450 cr in 2018 - 19 from Rs 284 cr in 2014 - 15. Even though the return on capital employed ratio has remained stable at about 11 - 14 per cent over the past four years, improvement in its scale of operations, steady operating margin, and moderate gearing has resulted in stable debt protection metrics.
 
The group has sustained the improved operating margin of around 6 - 8% and the revenue CAGR of around 9% because of focused and integrated services provided by the group to the retail as well as institutional customers in terms of after sales services and warranties. Further years of technical experience of promoters & liaising with reputed multinationals in turnkey project works has been able to support the margins in the highly competitive market. The Durian group is an established player in the furniture manufacturing and retailing business. The margin has led to healthy accruals of around Rs 16 - 17 cr in fiscal 2019 and thus this has further supported the healthy financial risk profile.
 
The ratings reflect on extensive experience of Durian's promoters, its established position in furniture manufacturing and retailing business combined with its moderate financial risk profile. These weaknesses are partially offset by its exposure to intense competition along with modest operating margin and its susceptibility to cyclicality in real estate sector.

Analytical Approach

For arriving at its ratings, CRISIL has combined the business and financial risk profiles of Durian Industries Limited (Durian), Palghar Plywood Products Pvt Ltd (Palghar), Maple Mouldings Pvt Ltd (Maple) and Cedar, together referred to as the Durian group. This is because all the entities have intra-group business, managerial, and financial synergies.

Further, CRISIL has also treated unsecured loans from promoters of Rs 12.39 cr as on March 31 2019 as neither debt nor equity as it is expected to be retained in the group over the long term.

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:
* Promoters' extensive experience, and established position in furniture manufacturing and retailing business:

The group makes home furniture, office furniture, modular furniture, decorative veneer, and laminates, and trades in timber products. It also provides interior (furniture related) solutions to corporate entities and has also undertaken turnkey projects. The group operates through outlets located across India. Its long-standing presence and pioneering activities have not only enabled it to build a strong reputation in this business, but also establish long-standing relations with its clients, suppliers, and sub-contractors. The group is one of the major players in the industry. Moreover, its association with overseas suppliers also helps it to source a range of furniture as per the client's requirement, from economical to high-end furniture. It has five manufacturing facilities that make furniture, doors, decorative veneers, and laminates in Palghar and Wada (both in Maharashtra).

* Healthy financial risk profile:
The Durian group has a moderate financial risk profile marked by moderate debt protection metrics and gearing and a healthy net worth. CRISIL believes that the Durian group's debt protection metrics will remain moderate, with estimated interest coverage and net cash accruals to total debt ratios of about 2.5 - 3 times and 15 - 25 per cent, respectively, over the medium term. The Durian group's estimated net worth is healthy at Rs 104 cr as on March 31, 2019 (Rs 85 cr as on March 31, 2017). The net worth has improved over the years, backed by stable accretions to reserves over the five years ended March 31, 2019.

Weaknesses:
* Exposure to intense competition along with modest operating margin:

The furniture market in India is dominated by unorganized players such as local carpenters. In the organized segment, there are other large players such as Godrej Interio (a division of Godrej & Boyce Manufacturing Company Ltd [rated 'CRISIL AA/Stable/CRISIL A1+']), and other brand owners such as Style Spa Furniture, Featherlite and Zuari furniture, which have established retail networks. Moreover, the Durian group is also expected to face intense competition from established international players entering the retail furniture market in India. The technological abilities, established brand, and financial resources of such players are likely to intensify competition among organized Indian players, albeit only over medium to long term. Despite being an established player with a strong brand name, the Durian group's operating margin remained modest and range-bound between 6.5 - 8% over the four years ended March 31, 2019.

* Susceptibility to cyclicality in real estate sector:
The Durian group's revenue and profitability have strong linkages to the overall economic growth and demand in the construction sector. The real estate sector is cyclical in nature and depends on the economic cycle. In the past few years, due to the economic slowdown, the real estate sector has faced significant slowdown with several projects getting delayed or cancelled. As a result, players such as the Durian group have to bear the brunt of delays in projects.
Liquidity

Liquidity is adequate, as reflected in the controlled bank limit utilization of around 85% in the 12 months through April 2019 and sufficient net cash accrual vis-a-vis no repayments. CRISIL expects the group to generate sufficient cash accruals of around Rs 18 - 20 cr in fiscal 2020 vis-a-vis nominal repayments. The current ratio was estimated at 1.5 times as on 31 March 2019 and the group has support in the form of need based unsecured loans from the promoters.

Outlook: Positive

CRISIL believes that the Durian group will continue to benefit over the medium term from its established position and brand name in the furniture manufacturing and retailing business.
 
Upside scenario:
* The ratings may be upgraded if the group registers a better-than-anticipated revenue growth along with sustenance of operating profitability driven by adequate ramp up in sales and a sustained comfortable financial risk profile.
 
Downside scenario:
* Conversely, the outlook may be revised to 'Stable' if there is a lower-than-expected operating performance, weakening in financial risk profile because of higher than anticipated debt funded capex or stretched working capital cycle.

About the Group

The Durian group was set up in 1981 by the late Mr. Lakshmi Narayan Dokania and his sons. The group manufactures and retails furniture (wood and medium-density fibre boards {MDF}), laminates, plywood, decorative plywood, decorative veneer, doors, and also trades in wood and related items. It sells these products under its brands: Durian, Cedar, and Maple. Set up in 1981, Durian is the flagship company of the group. The other group companies were set up subsequently. Palghar, set up in 1985, manufactures plywood and black boards. Maple, set up in 1986, primarily deals in doors, while Cedar, set up in 2000, deals primarily in laminates.

Key Financial Indicators
Particulars Unit 2019 2018
Revenue Rs. Cr. 423.09 393.05
Profit after tax (PAT) Rs. Cr. 10.56 8.62
PAT margins % 2.50 2.19
Adjusted debt/Adjusted net worth Times 0.70 0.76
Interest coverage Times 2.85 2.76

Any other information: Not applicable

Note on complexity levels of the rated instrument:
CRISIL complexity levels are assigned to various types of financial instruments. The CRISIL complexity levels are available on www.crisil.com/complexity-levels. Users are advised to refer to the CRISIL complexity levels for instruments that they consider for investment. Users may also call the Customer Service Helpdesk with queries on specific instruments.
Annexure - Details of Instrument(s)
ISIN Name of instrument Date of allotment Coupon
Rate (%)
Maturity date Issue Size (Rs. Cr) Rating assigned  with outlook
NA Cash Credit NA NA NA 25 CRISIL BBB/Positive
NA Standby Line of Credit NA NA NA 2 CRISIL BBB/Positive
NA Letter of Credit NA NA NA 6 CRISIL A3+
NA Proposed Working Capital Facility NA NA NA 5.19 CRISIL BBB/Positive

Annexure - List of entities consolidated
Names of Entities Consolidated Extent of Consolidation Rationale for Consolidation
Shriniwas Machine Craft Pvt Ltd Full Consolidation Common management and line of business, in addition to financial fungibility
Rewale Engineering Pvt Ltd Full Consolidation Common management and line of business, in addition to financial fungibility
Venkatesh Engineering Equipment Pvt Ltd Full Consolidation Common management and line of business, in addition to financial fungibility
 
Annexure - Rating History for last 3 Years
  Current 2019 (History) 2018  2017  2016  Start of 2016
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Fund-based Bank Facilities  LT/ST  32.19  CRISIL BBB/Positive      24-07-18  CRISIL BBB/Stable      21-12-16  CRISIL BBB/Stable  CRISIL BBB/Stable 
            15-01-18  CRISIL BBB/Stable           
Non Fund-based Bank Facilities  LT/ST  6.00  CRISIL A3+      24-07-18  CRISIL A3+      21-12-16  CRISIL A3+  CRISIL A3+ 
            15-01-18  CRISIL A3+           
All amounts are in Rs.Cr.
Annexure - Details of various bank facilities
Current facilities Previous facilities
Facility Amount (Rs.Crore) Rating Facility Amount (Rs.Crore) Rating
Cash Credit 25 CRISIL BBB/Positive Cash Credit 24 CRISIL BBB/Stable
Letter of Credit 6 CRISIL A3+ Letter of Credit 6 CRISIL A3+
Proposed Working Capital Facility 5.19 CRISIL BBB/Positive Proposed Long Term Bank Loan Facility 6.19 CRISIL BBB/Stable
Standby Line of Credit 2 CRISIL BBB/Positive Standby Line of Credit 2 CRISIL BBB/Stable
Total 38.19 -- Total 38.19 --
Links to related criteria
CRISILs Approach to Financial Ratios
CRISILs Bank Loan Ratings - process, scale and default recognition
Rating criteria for manufaturing and service sector companies
Rating Criteria for Consumer Durable Industry
CRISILs Criteria for Consolidation
CRISILs Criteria for rating short term debt

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