Rating Rationale
August 31, 2018 | Mumbai
Eastern Condiments Private Limited
Rating outlook revised to 'Positive'; ratings reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.363 Crore
Long Term Rating CRISIL A/Positive (Outlook revised from 'Stable' and rating reaffirmed)
Short Term Rating CRISIL A1 (Reaffirmed)
 
Rs.50 Crore Commercial Paper CRISIL A1 (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has revised its rating outlook on the long-term bank facilities of Eastern Condiments Private Limited (Eastern) to 'Positive' from 'Stable', while reaffirming the rating at 'CRISIL A'. The rating on the short-term facilities and commercial paper programme has been reaffirmed at 'CRISIL A1'.
 
The outlook revision reflects expectation that Eastern will maintain its stronger business risk profile, aided by improvement in operating profitability. The financial risk profile should be stronger, too, due to moderation in debt. In the first quarter (Q1) of fiscal 2019, operating revenue grew 9.2%, year-on-year, driven by a 4% improvement in volumes, mainly from Rest of India (RoI) and exports markets, and increase in commodity prices. Operating profitability improved substantially by around 500 basis points (bps) year-on-year to 12.5% in fiscal 2018. In Q1 of fiscal 2019, operating profitability grew around 240 bps, year-on-year to 13.8%, aided by sustained improvement in gross margins due to reducing exposure to markets that entailed higher discounts and fetched lower margins and improvement in product mix. Over the medium term, volumes should remain steady in the mature Kerala market and grow moderately in the RoI and abroad. Gross margins may remain healthy, underpinned by improving product mix and competitive pricing offered to customers due to its sound inventory management.
 
Eastern maintains its market leadership in Kerala, even as it pursues strong growth elsewhere.
 
Kerala floods had moderate impact on the operations. The impact on the supply chain was minimal as less than 10% of raw material is procured in the state. Any further development regarding the floods will be closely monitored.
 
With the bulk of long-term debt likely to repaid by December 2018, financial risk profile is expected to remain comfortable. Reliance on short-term debt may also reduce. In addition, cost of debt has reduced in fiscal 2018 with low-interest packing credit facilities being availed of. Healthy cash accrual, expected at Rs 50-60 crore per annum should comfortably cover capex and working capital requirements.
 
The ratings continue to reflect Eastern's established market position, improving operating efficiencies and healthy financial risk profile. These strengths are partially offset by susceptibility to volatility in raw material prices and intense competition.

Analytical Approach

For arriving at the ratings, CRISIL has consolidated the business and financial risk profiles of Eastern and its wholly owned subsidiaries BAMS Condiments Impex Pvt Ltd and Eastern Food Speciality Formulations Pvt Ltd.

Key Rating Drivers & Detailed Description
Strengths
* Established market position: Backed by longstanding presence of over 25 years, Eastern manufactures plain powders (unblended spices), masala powders (blended spices), pickles and rice powders, under the Eastern Condiments brand. The company has a 70-72% market share in the organised spice segment in Kerala, and has diversified into pickles, and ready-to-eat and ready-to-cook items.
 
Over the years, the company has forayed into territories beyond Kerala, leveraging its established brand presence; the Eastern brand is one of the few national brands with a footprint across India (mostly UP, Karnataka, Mumbai and Andhra Pradesh). CRISIL believe market position in the rest of India will continue to improve, aided by sales promotion activities like organizing events and use of advertisements through various media channels.
 
Exports contribute around 25% to revenue, having grown steadily over the last 3 fiscals. Eastern has a strong presence in the Middle East, especially Dubai, Doha and Jeddah. These markets also provide higher realisations and profitability than the domestic markets do.
 
While reliance on the Kerala market will remain high over the medium term, geographic diversity in revenue will continue to improve. Kerala contributed around 50% to the revenue in fiscal 2018.
 
* Improving operating efficiencies: Eastern's market position is backed by an effective distribution system, which includes direct distribution in Kerala, and strong networks in the ROI and export markets. Proximity of grinding/powdering units to sourcing hubs cuts down logistics cost by 7-8% annually.
 
In fiscal 2018, company reduced sales incentives offered in ROI markets in order to weed out low performing regions. While consolidation resulted in lower revenues, operating margins improved. Eastern has been focusing towards brand building and increasing sales of higher value products like masala powers which has better operating margins. The cash-and-carry approach adopted by the company has kept receivables low at 25-28 days (mainly from exports) over the five years ended March 31, 2018.
 
* Healthy financial risk profile: Financial risk profile is healthy, marked by strong networth and debt protection metrics. Networth has improved from Rs 190 crore as on March 31, 2017 to Rs 239 crore as on March 31, 2018 and will continue to improve due to healthy accretion to reserves. Gearing too improved to 0.4 time in fiscal 2018, as against 0.9 times a year ago, is expected to improve to 0.2 time as on March 31, 2019 due to progressive debt repayment and lower working capital requirement. CRISIL believes, debt protection metrics will improve further, supported by steady growth in profitability, higher cash accrual and absence of incremental debt. Net cash accruals to total debt (NCATD) and interest coverage ratio will improve to 0.9 time and 15 times in fiscal 2019 compared to 0.6 time and 9.7 times, respectively, in fiscal 2018.
 
Weakness
* Susceptibility to volatility in raw material prices: Key raw materials, including chilli, coriander and turmeric, constitute over 85% (more than 50%, contributed by chilli) of the total requirement. Given the agro-based nature of raw materials and different crop patterns, availability is seasonal and prices tend to fluctuate. Eastern typically procures 50% of its raw material requirement upfront during the crop season, and balance as per the need. Inventory holding also depends on the management's anticipation of prices.
Operating margin has fluctuated over the last five years, because of volatility in raw material prices and the high inventory holding period. However, a steep decline in prices escalated inventory cost, and led to a consequent decline in operating margin. Limited scope to pass on the increase in raw material cost to end-consumers also constrains profitability partly.
 
* Exposure to risks related to competition: The spice market is intensely competitive, and dominated by small scale units, because of low capital intensity and entry barriers. Processing spices is a commodity-based business, with low value addition and limited product differentiation. Organised players account for around 30% of the domestic spice market worth Rs 20,000 crore. Eastern competes with local brands such as Nirapara and Kitchen Treasures in Kerala, and prominent brands such as Everest Masala and MDH Masala, which have a pan-India presence.
Outlook: Positive

CRISIL believes Eastern will continue to improve its profitability and maintain a healthy market position in the spices and masala segment, backed by its established Eastern brand. Financial risk profile will improve due to repayment of bulk of term debt  in fiscal 2019, supplemented by adequate liquidity, stable working capital cycle and the absence of large capex plans
 
Upward Scenario
* Sustenance of healthy operating performance
* Moderation in debt results in a stronger financial risk profile
 
Downward Scenario
* Significant impact of the Kerala floods on operating performance
* Intake of sizeable debt to fund capex, or considerably stretch in working capital cycle
* Higher-than-expected dividend payout. leading to weakening in credit profile

About the Company

Eastern was set up by the late Mr ME Meeran, at Adimali, Kerala, in 1989. Promoted by the late Mr. ME Meeran, Eastern manufactures spices, blended spice powders, pickles, and rice-based products under the Eastern brand, and is the flagship company of the Eastern group, which is also engaged in the rubber re-treading, construction, mattress and ready-made garments businesses. The company has six facilities in Kerala, Tamil Nadu, Andhra Pradesh, and Uttar Pradesh. Operations are managed by the founder's sons, Mr. Navas Meeran and Mr. Firoz Meeran.

Key Financial Indicators
As On /For The Period Ended March 31 Unit 2018 2017
Revenue Rs. Cr. 810 866
Profit After Tax Rs. Cr. 56 35
PAT Margin % 6.9 4.0
Adjusted Debt/Adjusted Net worth Times 0.4 0.9
Interest coverage Times 9.7 3.7

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. Crore) Rating Assigned with Outlook
NA Bank Guarantee NA NA NA 2.5 CRISIL A1
NA Cash Credit NA NA NA 50.0 CRISIL A/Positive
NA Short Term Loan NA NA NA 187.5 CRISIL A1
NA Packing Credit NA NA NA 40.0 CRISIL A/Positive
NA Proposed Long Term
Bank Loan Facility
NA NA NA 83.0 CRISIL A/Positive
NA Commercial Paper NA NA 7-365 days 50.0 CRISIL A1
 
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
Commercial Paper  ST  50.00  CRISIL A1      21-08-17  CRISIL A1  21-09-16  CRISIL A1  07-10-15  CRISIL A1  CRISIL A1 
                23-08-16  CRISIL A1       
Fund-based Bank Facilities  LT/ST  360.50  CRISIL A/Positive/ CRISIL A1      21-08-17  CRISIL A/Stable/ CRISIL A1  21-09-16  CRISIL A/Negative/ CRISIL A1  07-10-15  CRISIL A/Negative/ CRISIL A1  CRISIL A/Stable/ CRISIL A1 
                23-08-16  CRISIL A/Negative/ CRISIL A1       
Non Fund-based Bank Facilities  LT/ST  2.50  CRISIL A1      21-08-17  CRISIL A1  21-09-16  CRISIL A1  07-10-15  CRISIL A1  CRISIL A1 
                23-08-16  CRISIL A1       
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
Bank Guarantee 2.5 CRISIL A1 Bank Guarantee 2.5 CRISIL A1
Cash Credit 50 CRISIL A/Positive Cash Credit 50 CRISIL A/Stable
Packing Credit 40 CRISIL A/Positive Packing Credit 40 CRISIL A/Stable
Proposed Long Term Bank Loan Facility 83 CRISIL A/Positive Proposed Long Term Bank Loan Facility 83 CRISIL A/Stable
Short Term Loan 187.5 CRISIL A1 Short Term Loan 187.5 CRISIL A1
Total 363 -- Total 363 --
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 Fast Moving Consumer Goods Industry
CRISILs Criteria for rating short term debt

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