Rating Rationale
January 30, 2020 | Mumbai
D Decor Home Store LLP
Rating Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.30 Crore
Long Term Rating CRISIL A/Stable (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its rating on the bank facilities of D Decor Home Store LLP (DDHSL; part of D Decor Home Fabrics Group) at 'CRISIL A/Stable'.

Ratings continue to reflect group's healthy business risk profile driven by established market position and brand in the home furnishings segment along with strong operating efficiency. Rating also factors in healthy financial risk profile driven by large networth and comfortable debt protection metrics. These strengths are partially offset by susceptibility to economic downturns and to fluctuations in foreign exchange rates, exposure to intense competition, and large working capital requirement.

Analytical Approach

CRISIL has combined the business and financial risk profiles of D Decor Home Fabrics Private Limited (DDHFPL) and DDHSL. This is because both the entities, together referred to, herein, as the D Decor Home Fabrics group, are in the same line of business, and have fungible cash flow, significant intra-group business transactions, and common promoters. Moreover, CRISIL believes all entities of the D Decor group - DDHFPL, DDHSL, D Decor Exports Pvt Ltd and Home Idea curtain Fabrics will continue to benefit from synergies because of their common brand, D Decor, common procurement and distribution network, and operational benefits of design repository.

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:
* Established market position in home furnishings industry: D Decor Home Fabrics group is among the largest players in this category globally. Wide range of products and established position overseas supports the group's established market position. Group has established its brand over the years in domestic as well as international market. Its products cater to different market segments and include plain suede, spray-painted chenille fabric, chenille jacquards, and flat jacquard suitable for bedspreads, multicolored embroidered polysilk/taffeta and organza, and velvets. CRISIL believes that the D Decor Home Fabrics Group will maintain its established market position in home furnishing industry going ahead as well.
 
* Strong operating efficiency: The entire manufacturing activity is in-house. As a result of its fully integrated operations, it produces furnishing fabric complying with the quality and design parameters of international clients, which helps it command a premium price. In the domestic market, infrastructure facilities have helped the group maintain optimal inventory even at the retailer level; goods are dispatched to the retailer from the warehouse, controlling working capital cycle. Further advantageous location of the plant also supports the operating efficiency. CRISIL believes group will continue to benefit from integrated operations, superior product designs, manufacturing capability, along with sound distribution and procurement network.
 
* Healthy financial risk profile: Moderate gearing of 1 times on a networth base of about Rs 397 crore as on March 31, 2019 depicts a comfortable capital structure. Debt protection metrics with interest coverage ratio and net cash accruals to adjusted debt at 3.65 times and 0.19 times respectively for fiscal 2019, confirm adequacy. With healthy accretion to reserves, absence of significant debt funded capex and controlled reliance on bank debt, CRISIL believes that the group will maintain its healthy financial risk profile over the medium term.
 
Weaknesses
* Susceptibility to economic downturns and to fluctuations in foreign exchange rates: The D Decor Home Fabrics group has presence in both domestic as well as export market in the premium segment of home furnishings. Thus, its products are priced slightly higher than the average prices. The home furnishings market is primarily driven by growth in the real estate and hospitality sectors, and rise in disposable income and willingness to spend on contemporary design and high-quality furnishings determine sales growth. Hence, demand for D Decor products is susceptible to investment cycles and any economic slowdown will have a significant adverse impact on revenue growth and profitability. Further, presence in export market also results in group operating profit susceptible to foreign exchange risk as seen from forex losses in fiscal 2019. Although this risk is partially mitigated by hedging, CRISIL believes its operating margin will remain susceptible to forex risk over the medium term.
 
* Large working capital requirement: The D Decor Exports group's operations are working capital intensive, reflected in gross current assets (GCA) of close to 204 days as on March 31, 2019, due to large inventory as well as receivables. Large working capital debt constrains financial flexibility. Working capital requirement is also funded through payables. CRISIL believes the group's financial risk profile, particularly liquidity, will remain constrained by large working capital requirement.
Liquidity Adequate

Group enjoys adequate liquidity driven by expected cash accruals of more than Rs.90 crore per annum in fiscal 2020 and fiscal 2021 and cash and cash equivalents of Rs.8.67 crore as on March 31, 2019. Group also has access to fund based limits of Rs. 356.5 crore, utilized to the tune of 80% on an average over the 6 months ended August 2019. The group has long term repayment obligations around Rs.25 crore each in fiscal 2020 and fiscal 2021 with capex of around Rs.30 crore per annum. The group can fund its repayment obligations and capex requirements through internal accruals. Its bank lines are expected to meet its incremental working capital requirements over the medium term.

Outlook: Stable

CRISIL believes the D Decor Home Fabrics group will maintain its healthy market position in the home upholstery and furnishings segment over the medium term, supported by sound distribution and procurement network, strong brand, and integrated operations.

Rating sensitivity factors
Upward factors
*Increase in the group's revenues and operating margins leading to accruals above 120 crore on sustained basis
*Maintaining capital structure while improving interest coverage ratio above 7 times  on sustained basis

Downward factors
*Significant decline in revenue or operating profitability resulting in accruals below 60 crore
*Additional debt-funded capex or stretch in working capital cycle weakening capital structure.

About the Group

The D Decor Home Fabrics group was established by Mr. V K Arora in the late 1990s, and is now managed by his son Mr. Ajay Arora. The group has a strong market position in the global home furnishings segment, especially in curtains, upholstery, and made-ups. It also manufactures women's dress materials for the Indian market and for Asian ethnic communities elsewhere. It launched its D'Decor brand in fiscal 2011.

Home Idea Upholstery Pvt Ltd (HIUPL), which was distributor of home furnishings primary of the D Decor Home Fabrics group, was merged into DDHSL in April 2015. Since then, DDHSL, which is into retailing of D Decor products, is also into distribution through a network of dealers across the country.

Key Financial Indicators (Standalone)
As on/for the period ended March 31 Unit 2019 2018
Operating income Rs crore 266.22 220.93
Reported profit after tax Rs crore 10.44 1.81
PAT margins % 3.92 0.82
Adjusted Debt/Adjusted Networth Times 1.02 1.93
Interest coverage Times 4.48 2.23

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
N.A Cash Credit N.A N.A N.A 30 CRISIL A/Stable
 
Annexure - List of entities consolidated
Names of Entities Consolidated Extent of Consolidation Rationale for Consolidation
D Decor Home Fabrics Private Limited Full Same line of business, and have fungible cash flow, significant intra-group business transactions, and common promoters
D Decor Home Store LLP Full Same line of business, and have fungible cash flow, significant intra-group business transactions, and common promoters
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
Fund-based Bank Facilities  LT/ST  30.00  CRISIL A/Stable          31-10-18  CRISIL A/Stable  01-08-17  CRISIL A/Stable  CRISIL A/Stable 
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 30 CRISIL A/Stable Cash Credit 30 CRISIL A/Stable
Total 30 -- Total 30 --
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
CRISILs Bank Loan Ratings
CRISILs Criteria for Consolidation
The Rating Process
Understanding CRISILs Ratings and Rating Scales

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