Rating Rationale
April 03, 2017 | Mumbai
Davanam Jewellerrs Private Limited
'CRISIL BB/Stable/CRISIL A4+' assigned to bank debt
 
Rating Action
Total Bank Loan Facilities Rated Rs.77 Crore
Long Term Rating CRISIL BB/Stable (Assigned)
Short Term Rating CRISIL A4+ (Assigned)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has assigned its ratings on the bank facilities of Davanam Jewellerrs Private Limited (DJPL) at 'CRISIL BB/Stable/CRISIL A4+'.
 
The ratings reflect DJPL's established market position, supported by promoters' extensive experience in retail jewellery industry and its moderate financial risk profile. These strengths are partially offset by the company's exposure to risks relating to fragmented and highly competitive retail jewellery industry and working capital intensive nature of operations with vulnerability to fluctuation in gold prices.

Key Rating Drivers & Detailed Description
Strengths
* Established market position, supported by promoters' extensive experience in retail jewellery industry: DJPL is engaged in the business of retailing of gold, silver and diamond studded jewellery through its show rooms in Bangalore (Karnataka). It is engaged in this business since 1905, therefore the promoters of the company have over 10 decades of experience in the gold jewellery industry. The promoters have leveraged their experience in the industry and expanded DJPL's operations from 1 showroom in 1905 to 4 showrooms at present. The extensive experience of promoters has helped the company to establish its market position thereby resulting in healthy relations with customers and suppliers. DJPL booked revenues of Rs.320 cr. in 2015-16 as against Rs.289cr. in 2014-15. The revenues have been supported by the company's well located retail outlets coupled with wide range of product offerings. With further addition of new showrooms in other locations, the company will be able to cater to additional customer's thereby further supporting the revenues. The team believes that the company will continue to benefit from its established brand presence.

CRISIL believes that DJPL will continue to benefit from its promoter's extensive industry experience and established market position over the medium term.
 
* Moderate financial risk profile: DJPL's net worth stood at moderate levels of about Rs.43.58 cr. as on March 31, 2016. The net worth of the company has increased over the years primarily on account of healthy scale up in operations along with stable margins in the range of 6 to 8 per cent over the past four years. Going forward, CRISIL expects the financial risk profile of the company to be supported by adequate net worth over medium to long term. DJPL's capital structure is moderate, as reflected in its total outside liabilities to tangible net worth (TOLTNW) ratio of around 3.03 times as on March 31, 2016. The moderate TOLTNW is on account of high working capital requirements which have been largely funded through bank borrowings.
  
Weaknesses
* Exposure to risks relating to fragmented and highly competitive retail jewellery industry: The company operates in the highly fragmented and competitive retail jewellery industry. The industry comprises of small time jewellers, retail showrooms, branded franchisee like Geetanjali and Tanishq. CRISIL believes that the company will face intense competitions from all these players over the medium term given the nature of the industry.
 
* Working capital intensive nature of operations with vulnerability to fluctuation in gold prices: DJPL's working capital cycle is intensive marked by Gross Current assets of around 140 days as on 31st March 2016 marked by high inventory levels. The company generally maintains inventory of around 100-130 days. It follows a 'Replenishment model' scheme to protect itself against losses arising due to gold price fluctuations. In the replenishment model, whatever amount of gold the company sells during the day, the same is purchased back at the same from the open market, in effect resulting in back to back procurement. The company usually sells its products on cash basis to most of its customers. However the company at times gives credit to few of its customers with whom it has been dealing for many years. Hence the team believes that the company's debtors' risk will remain low over the medium term.
Outlook: Stable

CRISIL expects DJPL will maintain its business risk profile over the medium term, supported by its established regional presence and its promoters' extensive experience in the retail jewellery industry. The outlook may be revised to 'Positive' if the company's scale of operations improves while maintaining its profitability, leading to improvement in its accruals and capital structure or receipt of loans and advances to group company's results in improvement in liquidity. Conversely, the outlook may be revised to 'Negative' in case of decline in the company's revenues or profitability margins or there is deterioration its capital structure because of larger than expected debt funded capital expenditure (capex) or working capital borrowings of further outflow of advances to group companies.

About the Company

Davanam Jewellerrs Pvt Ltd (DJPL) is promoted by the Davanam family, which has a presence in the jewellery business since 1905. DJPL was initially started as a partnership firm in 1987 and it was converted into a private limited company in 2005. DJPL is engaged in the business of retailing gold, silver, platinum and diamond jewellery. The company operates through 3 retail showrooms on Avenue Road, Malleshwaram, Commercial Street Junction, Bangalore.
  
DJPL generated net sales of Rs.320.59 crores in 2015-16 (Refers to financial year from 1st April 2015 to 31st March 2016) with Profit after Tax of Rs.1.41 crores as compared to net sales of Rs.291.90 crores with Profit after Tax of Rs.3.78 crores in 2014-15.

Status of non-cooperation with previous CRA: DJPL has not provided required information for carrying out a review of the rating and hence Brickworks ratings was unable to carry out surveillance due to non-availability of information, despite follow 'up.

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 Bank Guarantee NA NA NA 4 CRISIL A4+
NA Cash Credit NA NA NA 73 CRISIL BB/Stable
Annexure - Rating History for last 3 Years
  Current 2017 (History) 2016  2015  2014  Start of 2014
Instrument Type Quantum Rating Date Rating Date Rating Date Rating Date Rating Rating
Fund-based Bank Facilities  LT/ST  73  CRISIL BB/Stable    --    --    --    --  -- 
Non Fund-based Bank Facilities  LT/ST  CRISIL A4+    --    --    --    --  -- 
Table reflects instances where rating is changed or freshly assigned. 'No Rating Change' implies that there was no rating change under the release.
Annexure - Details of various bank facilities
Current facilities Previous facilities
Facility Amount (Rs.Crore) Rating Facility Amount (Rs.Crore) Rating
Bank Guarantee 4 CRISIL A4+ -- 0 --
Cash Credit 73 CRISIL BB/Stable -- 0 --
Total 77 -- Total 0 --
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

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