Rating Rationale
December 27, 2017 | Mumbai
Hamilton Housewares Private Limited
Ratings Reaffirmed; NCD withdrawn
 
Rating Action
Total Bank Loan Facilities Rated Rs.274.6 Crore
Long Term Rating CRISIL AA-/Stable (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.50 Crore Non Convertible Debentures CRISIL AA-/Stable (Withdrawal)
Rs.30 Crore Commercial Paper CRISIL A1+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its 'CRISIL AA-/Stable/CRISIL A1+' ratings on the bank facilities & commercial paper of Hamilton Housewares Private Limited (HHPL, part of the Hamilton group). CRISIL has withdrawn the rating on non-convertible debentures of Rs 50 crore at the company's request and as there is no outstanding against the instrument. This is in line with CRISIL's rating withdrawal policy.

In the first half of fiscal 2018, HHPL's revenue grew 13% led by improved demand. Operating profitability remained at 19%, benefitting from increased proportion of value-added products and continued focus on improving efficiency. Revenue is expected to grow 13-14% over the medium term led by steady demand, new product launches, and increased share of exports, while operating margin should remain at 19%. Financial risk profile is likely to remain healthy, backed by adequate networth, prudent working capital management, and moderate capital expenditure (capex).

The ratings continue to reflect HHPL's strong market position, backed by well-known brands in the household plasticware, thermoware, and glassware segments. The ratings also factor in its healthy financial risk profile, reflected in strong debt protection metrics. These strengths are partially offset by vulnerability of profitability to volatility in raw material prices, and exposure to intense competition in the household products segment.

Analytical Approach

For arriving at the ratings, CRISIL had previously combined the business and financial risk profiles of HHPL and its then subsidiary, Hamilton Writing Instruments Pvt. Ltd (HWIPL; rated 'CRISIL A-/Stable/CRISIL A2+'). However, CRISIL has now considered standalone credit profile of HHPL following proposed change in the shareholding pattern of HWIPL whereby it will cease to be a subsidiary of HHPL. The change in approach also reflects CRISIL's belief that financial support to HWIPL will be primarily extended by the promoters of Hamilton group and any support from HHPL may be there only in an exigency. HHPL has provided corporate guarantee for the bank loans of HWIPL and CRISIL has included these for its analysis.

Key Rating Drivers & Detailed Description
Strengths
* Strong market position with well-known brands: HHPL is a dominant player in the domestic houseware industry. Strong brands (Milton, Treo and SpotZero), wide product basket, well-spread distribution network, and aggressive marketing strategy should help retain its strong market share. To cater to changing consumer preferences and retain its dominance, it has regularly introduced products across categories and price points, and has come up with innovative sales strategies. In the past few years, it has also ventured into sales through well-known e-commerce portals. It has also been increasing export by entering into marketing arrangements with foreign companies. Revenue is expected to grow 13-14% over the medium term, supported by new products and entry in new geographies.

* Healthy financial risk profile: Financial risk profile is supported by adequate networth, low gearing, and strong debt protection metrics. Networth of Rs 349 crore as on March 31, 2017, helps mitigate the impact of fluctuations in cash accrual. Gearing was 0.49 time as on March 31, 2017, supported by steady cash generation, progressive debt repayment, and tapering capex. Net cash accrual to total debt and interest coverage ratios were 0.84 time and 14.80 times, respectively, for fiscal 2017. Financial risk profile is likely to remain healthy over the medium term, supported by steady cash generation, modest capex, and prudent working capital management.

Weaknesses
* Susceptibility to volatile raw material prices: HHPL's key raw material is polymer, which is used in its large portfolio of plastic-ware products. The prices of polymer depend on international prices and domestic demand-supply. The intensifying competition and the highly fragmented nature of the industry restrict HHPL from fully passing on the rise in raw material prices to its customers. Its operating margin ranged from 11% to 19% over the past five fiscals. CRISIL believes HHPL's operating margins will remain susceptible to large variations in prices of these commodities.

* Exposure to intense competition in household products segment: The household products segment has a large number of small and medium enterprises because of low entry barriers. HHPL faces intense competition from international, national, and regional players, and especially from cheap Chinese substitutes.
Outlook: Stable

CRISIL believes HHPL will continue to benefit over the medium term from favourable demand for houseware, and its strong market position in the organised plasticware, thermoware, and glassware segments.

Upside scenario
* Higher-than-expected revenue growth with launch of new products and improving demand
* Improvement in operating profitability beyond 22%
* Sustenance of healthy financial risk profile backed by efficient working capital management and prudent capex

Downside scenario
* Sharp deterioration in operating performance, especially decline in operating profitability below 18%
* Larger-than-expected debt funded capex or acquisitions or sizeable stretch in working capital cycle, adversely affecting key credit metrics.

About HHPL
HHPL sells plasticware, thermoware, glassware, and melamineware under the Milton and Treo brands. It also sells household cleaning articles under the SpotZero brand. It was set up as a proprietorship firm named DG Glass in 2000 by Mr Ajay Vaghani, and was reconstituted as a private limited company with the current name in 2003. It is one of the largest players in the household plasticware and glassware segment in India. It has production units at Silvassa (Dadra and Nagar Haveli), Guwahati (Assam) and at Haridwar (Uttarakhand).

Adroit Business Solutions India Pvt Ltd, which is held 100% by HHPL, currently has no material operations and acts as a warehouse for HHPL's Haridwar operations.

In the first half of fiscal 2018, HHPL's profit after tax was Rs 61 crore on net sales of Rs 534 crore vis-a-vis Rs 52 crore and Rs 475 crore, respectively in the corresponding period of the previous fiscal.

Key Financial Indicators
Particulars  Unit 2017 2016
Revenue Rs. crore 1022 879
Profit after tax (PAT) Rs. crore 119 88
PAT margin % 11.7 10.1
Adjusted debt/Adjusted net worth Times 0.49 0.65
Interest coverage Times 14.80 13.43

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 Cash Credit NA NA NA 80.0 CRISIL AA-/Stable
NA Letter of credit NA NA NA 125.0 CRISIL A1+
NA Proposed letter of credit NA NA NA 11.74 CRISIL A1+
NA Proposed long-term bank loan facility NA NA NA 31.61 CRISIL AA-/Stable
NA Proposed term loan NA NA NA 20.0 CRISIL AA-/Stable
NA Term loan NA NA 10-Nov-18 6.25 CRISIL AA-/Stable
NA Commercial Paper NA NA 7-365 days 30.0 CRISIL A1+
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
Commercial Paper  ST  30  CRISIL A1+    No Rating Change    No Rating Change  17-04-15  CRISIL A1+    --  Withdrawal 
Non Convertible Debentures  LT  50  Withdrawal    No Rating Change    No Rating Change  07-12-15  CRISIL AA-/Stable    --  -- 
Fund-based Bank Facilities  LT/ST  137.86  CRISIL AA-/Stable    No Rating Change    No Rating Change  07-12-15  CRISIL AA-/Stable    No Rating Change  CRISIL A+/Stable 
                17-04-15  CRISIL A+/Positive       
Non Fund-based Bank Facilities  LT/ST  136.74  CRISIL A1+    No Rating Change    No Rating Change  17-04-15  CRISIL A1+    No Rating Change  CRISIL A1 
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
Cash Credit 40 CRISIL AA-/Stable Cash Credit# 40 CRISIL AA-/Stable
Letter of Credit 125 CRISIL A1+ Letter of Credit 130 CRISIL A1+
Proposed Letter of Credit 11.74 CRISIL A1+ Proposed Letter of Credit 6.74 CRISIL A1+
Proposed Long Term Bank Loan Facility 31.61 CRISIL AA-/Stable Proposed Long Term Bank Loan Facility 19.29 CRISIL AA-/Stable
Proposed Term Loan 20 CRISIL AA-/Stable Proposed Term Loan 20 CRISIL AA-/Stable
Term Loan 6.25 CRISIL AA-/Stable Term Loan 23.57 CRISIL AA-/Stable
Cash Credit 40 CRISIL AA-/Stable Cash Credit 35 CRISIL AA-/Stable
Total 274.6 -- Total 274.6 --
#Includes sub-limit of Rs 15 crore for export packing credit
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 Consolidation
CRISILs Criteria for rating short term debt

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