Rating Rationale
September 07, 2020 | Mumbai
Elite Agro Specialities
Rating Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.6.87 Crore
Long Term Rating CRISIL BBB+/Stable (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its 'CRISIL BBB+/Stable' rating on the long-term bank facilities of Elite Agro Specialities (EAS; a part of the Elite group).
 
The rating continues to reflect the group's established position in Kerala, aided by strong brand recall in the bakery and food products segments, moderate scale of operations, low working capital requirements and above-average financial risk profile. These strengths are partially offset by vulnerability to volatile raw material prices, and to intense competition in the bakery products segment.

Analytical Approach

For arriving at its ratings, CRISIL has consolidated the business and financial risk profiles of Elite Foods Pvt Ltd, Elite Tasty Toast Pvt Ltd, Elite Natural Pvt Ltd, Elite Green Pvt Ltd, EAS, and Yamuna Roller Flour Mills Pvt Ltd., collectively referred to as the Elite group, which are strategically important to, and have a significant degree of operational integration with Elite Foods Pvt Ltd.

Unsecured loans have been treated as debt.

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 aided by strong brand and diverse revenue profile
The group's brand, Elite, has strong recall across southern India, especially Kerala. The group has a wide distribution network in India of more than 1100 distributors with network of 16000 retailers spread across Kerala, Tamil Nadu, Andhra, Karnataka, Telangana, Pondicherry, Gujarat, Maharashtra and Madhya Pradesh. It also generates 15-20% revenues from exports to various countries.  Enhanced capacities in recent past, addition of new products and marketing efforts have played role in maintaining the revenue growth. The revenues are not expected to be impacted in fiscal 2021 due to the pandemic, as the entities were operational. 
 
* Efficient working capital management:
Elite Group's working capital requirements are efficiently managed reflected in its low gross current assets (GCAs) at 78 days for the year ended March 31, 2020, marked by low inventory and debtors of 32-33 days each. This is because of easy availability of raw material. This leads to low dependence on creditors and bank lines.
 
* Extensive experience of Promoters
The promoters have an experience of 40 years in the consumer foods industry. This has given them a strong understanding of market dynamics, and helped establish a healthy relationship with customers across geographies. Repeat orders resulted in revenue rising to Rs 653.75 crores in fiscal 2020 from Rs 471.09 crore in fiscal 2017. CRISIL believes that Elite Group will maintain its market position in the industry, backed by established supplier and customer profile, over the medium term.
 
* Above-average financial risk profile
The networth was strong at Rs 49.61 crore. Gearing and total outside liabilities to adjusted networth ratio were low at 0.7 time and 1.04 times respectively, as on March 31, 2020. Debt protection metrics were adequate, with interest coverage and net cash accrual to total debt ratios at 5.61 times and 0.34 time, respectively, in fiscal 2020. Financial profile will remain steady over the medium term on the back of moderate debt levels and increasing cash accrual. 
 
Weakness:
* Vulnerability to volatile raw material prices
The group's major raw material is wheat, prices of which vary upon monsoons and production in the crop seasons. Since cost of the raw material accounts for 70% of cost, variation in rates may impact operating profitability. Inability to pass on hike in raw material prices to customers, leads to volatility in operating margins, which has  margin fluctuated between 3.8% and 5.23% during the three fiscals through 2020.

* Exposure to intense competition
The bakery products segment is dominated by major players such as Britannia Industries Ltd, Parle Products Pvt Ltd, and ITC Ltd; as well as regional and unorganised players. Large players enjoy better brand recall due to extensive promotional activities, and better pricing capabilities. The conventional and staple foods segment has many local players, which restricts pricing power and margin. Ramping up business profitably amid intense competition remains a key challenge.
Liquidity Adequate

Liquidity is adequate liquidity driven by expected cash accruals of Rs.26-28 crores annually in fiscal 2021 and fiscal 2022 against repayment obligations of Rs.1.89 Crores and Rs.0.09 Crores, respectively. Cash and cash equivalents were Rs 20.32 crores as on March 31, 2020. Fund based limits have been 81% utilized on an average over the 12 months ended June 2020. CRISIL expects internal accruals, cash & cash equivalents and unutilized bank lines to be sufficient to meet its repayment obligations and incremental working capital requirements.

Outlook: Stable

The Elite group will continue to benefit from the extensive experience of its promoters, established regional market position, and brand recall.

Rating Sensitivity Factors
Upward Factors
* Steady track record of revenue growth sustaining operating margin leading to cash accruals of more than Rs.50 Crores.
* Sustenance of capital structure and better liquidity with lower bank limit utilisation.

Downward Factors
* Decline in revenue or operating margin, impacting net cash accruals.
* Stretch in working capital cycle (GCA more than 150 days) or large debt funded capital expenditure, adversely affecting financial risk profile, and liquidity.

About the Group

Established in 1986 by Mr T R Raghulal, the Thrissur (Kerala)-based Elite Foods Pvt Ltd manufactures bakery products such as cakes, breads.
 
Established in 1988, Yamuna Roller Flour Mills Private Limited is engaged in production of broken wheat, rice maida, sooji, atta etc. It is based out of Thrissur (Kerala).
 
Established in 1995, the Hosur (Tamil Nadu)-based Elite Natural Pvt Ltd manufactures products such as rusks, cakes, staples, cookies etc
 
Established in 1995, the Thrissur (Kerala)-based Elite Tasty Toast Pvt Ltd manufactures products such as bread, buns and rusks.
 
Established in 2002, Thrissur (Kerala)-based EAS is engaged in the production of staple food items such as sooji, atta, maida, ready mix, and chapati/idli/dosa mix.
 
Established in 2008, Elite Green Pvt Ltd is engaged in exports of various mixes, organic food items and flour products. It has its offices in Ahmedabad, Gujarat and Thrissur, Kerala.

Key Financial Indicators (Consolidated) 
As on/for the period ended March 31 Units 2019 2018
Operating income Rs crore 551.57 561.05
Reported profit after tax (PAT) Rs crore 12.70 7.22
PAT margins % 2.30 1.27
Adjusted debt/adjusted networth Times 0.81 0.84
Interest coverage Times 5.43 3.25

Any other information: Not applicable

Note on complexity levels of the rated instrument:
CRISIL complexity levels are assigned to various types of financial instruments and are included (where applicable) in the Annexure -- Details of Instrument in this Rating Rationale. For more details on the CRISIL complexity levels, please visit www.crisil.com/complexity-levels.
Annexure - Details of Instrument(s)
ISIN Name of instrument Date of allotment Coupon
rate (%)
Maturity date Issue
size
(Rs.Cr)
Complexity Level Rating assigned  with outlook
NA Long Term Loan NA NA Jun-2021 0.87 NA CRISIL BBB+/Stable
NA Warehouse Financing NA NA N.A 6 NA CRISIL BBB+/Stable
 
Annexure - List of Entities Consolidated
Names of Entities Consolidated Extent of Consolidation Rationale for Consolidation
Elite Foods Pvt Ltd Full Common management and business, with operational and financial linkages
Elite Agro Specialities  Full Common management and business, with operational and financial linkages
Elite Green Pvt Ltd Full Common management and business, with operational and financial linkages
Elite Natural Pvt Ltd Full Common management and business, with operational and financial linkages
Elite Tasty Toasts Pvt Ltd Full Common management and business, with operational and financial linkages
Yamuna Roller Flour Mills Pvt Ltd Full Common management and business, with operational and financial linkages
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  6.87  CRISIL BBB+/Stable      30-10-19  CRISIL BBB+/Stable  26-07-18  CRISIL BBB+/Stable      CRISIL BBB/Positive 
                28-02-18  CRISIL BBB/Positive       
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
Long Term Loan .87 CRISIL BBB+/Stable Cash Credit 6 CRISIL BBB+/Stable
Warehouse Financing 6 CRISIL BBB+/Stable Long Term Loan .87 CRISIL BBB+/Stable
Total 6.87 -- Total 6.87 --
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
Criteria for rating entities belonging to homogenous groups
Understanding CRISILs Ratings and Rating Scales

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