Rating Rationale
June 27, 2018 | Mumbai
Divya Creations
Ratings downgraded to 'CRISIL BBB-/Stable/CRISIL A3'
 
Rating Action
Total Bank Loan Facilities Rated Rs.26 Crore
Long Term Rating CRISIL BBB-/Stable (Downgraded from 'CRISIL BBB/Stable')
Short Term Rating CRISIL A3 (Downgraded from 'CRISIL A3+')
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has downgraded its ratings on the bank facilities of Divya Creations (DC) to 'CRISIL BBB-/Stable/CRISIL A3' from 'CRISIL BBB/Stable/CRISIL A3+'.

The downgrade reflects CRISIL's belief that the firm's business risk profile will remain subdued over the medium term on account of modest scale of operations amid intense competition. Revenue is estimated to have declined to Rs 42.16 crore in fiscal 2018 from Rs 56.53 crore in fiscal 2016, marking a decline of 25.4% over the last two years ended March 31st 2018. This is primarily driven by intense competition from other Indian players and from China and Thailand, which compete with Indian jewellery players in terms of cost., The decline is also attributable to slowdown in the international gems and jewellery market; gems and jewellery exports from India is estimated to have declined by ~5% in 2017-18. This has led to pricing pressure which affected the firm's operating margin. The margin varied from 6.9 to 11% in the 5 fiscals through 2018. Revenue growth and sustainability of operating margin will remain key rating sensitivity factors.

The financial risk profile and liquidity has remained stable, marked by robust debt protection metrics and healthy capital structure. The average bank limit utilisation has remained moderate, at 85.5% in the 12 months through March 2018, however, liquidity is supported by absence of any term debt obligation and debt-funded capex and healthy current ratio (estimated at 2.26 times as on March 31, 2018).

Key Rating Drivers & Detailed Description
Strengths
* Experience of partners, and established customer relationships: DC, established as a partnership firm in 2003, is a part of the group that owns the ACPL brand, which is well known in India's jewellery market. The group comprises seven companies in the jewellery business and one non-banking financial company (NBFC). It entered the jewellery business in 1960 with partnership firm, Agra Chain Co, which manufactures imitation jewellery. DC entered the silver jewellery business in 1985 and the gold jewellery business in 1990.

The group has gained valuable experience in the jewellery industry, from imitation jewellery to studded gold jewellery. The ACPL brand is well recognised and the group has built a strong marketing network, especially in overseas markets such as the US and the UK. One of the companies in the group, Divya Jewellers Pvt Ltd (rated 'CRISIL A2+'), is the exclusive manufacturer of gold chains for Tanishq (the Tata group's jewellery business) in India.

The experience of the partners would support the business risk profile of the firm.

* Healthy financial risk profile: Financial risk profile is supported by robust capital structure, driven by low debt. Total outside liabilities to tangible networth ratio is expected at 0.6-0.65 time over the medium term, driven by low incremental working capital requirement. Debt protection metrics remain healthy with interest coverage and net cash accrual to adjusted debt ratio, estimated at 5.93 times and 0.18 time, respectively, in fiscal 2018. 

Weaknesses
* Small scale of operations: DC has small scale of operations in the fragmented Indian jewellery industry, indicated by revenue of Rs 42.16 crore in fiscal 2018. Its scale is susceptible to intense competition from domestic jewellers and players from China and Thailand which compete with Indian jewellery players in terms of cost. CRISIL believes DC's scale of operations will remain small over the medium term, constrained by intense competition in the jewellery industry, partially offset by the contribution of the silver segment.

* Large working capital requirement: Gross current assets are estimated at 355 days as on March 31, 2018, driven by sizeable receivables and inventory.
Outlook: Stable

CRISIL believes DC will continue to benefit from the extensive experience of its partners. The outlook may be revised to 'Positive' if there is a substantial increase in revenue, and profitability, along with sustained working capital management. The outlook may be revised to 'Negative' if a decline in revenue and profitability, large debt-funded capital expenditure, or stretch in working capital cycle weakens the financial risk profile and liquidity.

About the Firm

DC was established in 2003 as a partnership firm, with brothers Mr Amit Gupta and Mr Sumit Gupta  and family-owned NBFC, Lala Ram Enterprises LLP (erstwhile Lala Finance and Investment Co Pvt Ltd) as partners. The firm manufactures and exports casted and studded gold jewellery. It is a 100% export-oriented unit, and has manufacturing facilities in the special economic zone in Noida (Uttar Pradesh).

Key Financial Indicators
Particulars Unit 2017 2016
Revenue Rs crore 50.32 56.53
Profit After Tax (PAT) Rs crore 5.61 4.8
PAT Margin % 7.1 5.3
Adjusted debt/adjusted networth Times 0.48 0.45
Interest coverage Times 8.57 10.3

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 Fund Based Facilities NA NA NA 12 CRISIL BBB-/Stable
NA Letter of credit & Bank Guarantee NA NA NA 14 CRISIL A3
Annexure - Rating History for last 3 Years
  Current 2018 (History) 2017  2016  2015  Start of 2015
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Fund-based Bank Facilities  LT/ST  12.00  CRISIL BBB-/Stable      05-04-17  CRISIL BBB/Stable  17-06-16  CRISIL A3+  24-07-15  CRISIL A3+  CRISIL A3+ 
Non Fund-based Bank Facilities  LT/ST  14.00  CRISIL A3      05-04-17  CRISIL A3+  17-06-16  CRISIL A3+  24-07-15  CRISIL A3+  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
Fund-Based Facilities 12 CRISIL BBB-/Stable Fund-Based Facilities 12 CRISIL BBB/Stable
Letter of credit & Bank Guarantee 14 CRISIL A3 Letter of credit & Bank Guarantee 14 CRISIL A3+
Total 26 -- Total 26 --
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 Criteria for rating short term debt

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