Rating Rationale
June 19, 2020 | Mumbai
Hero Cycles Limited
'CRISIL AA/Stable' assigned to NCD
 
Rating Action
Total Bank Loan Facilities Rated Rs.449.04 Crore (Enhanced from Rs.399.04 Crore)
Long Term Rating CRISIL AA/Stable (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.60 Crore Non Convertible Debentures CRISIL AA/Stable (Assigned)
Rs.20 Crore Non Convertible Debentures CRISIL AA/Stable (Reaffirmed)
Rs.120 Crore Non Convertible Debentures CRISIL AA/Stable (Reaffirmed)
Rs.80 Crore Non Convertible Debentures CRISIL AA/Stable (Withdrawn)
Rs.250 Crore Commercial Paper CRISIL A1+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has assigned its 'CRISIL AA/Stable' rating to the Rs.60 crore non-convertible debentures of Hero Cycles Limited (Hero Cycles) and reaffirmed its 'CRISIL AA/Stable/CRISIL A1+' ratings on the bank facilities and existing debt instruments. CRISIL has also withdrawn its rating on the non-convertible debentures of Rs 20 crore (see Annexure 'Details of Rating Withdrawn' for details) since these are completely redeemed. This is in-line with CRISIL's policy on withdrawal of ratings  

To stem the spread of Covid-19, the Government of India had imposed a nation-wide lockdown on March 25, 2020, which led to closure of operations in March and a washout of sales in April. Since easing of lockdown restrictions during May, operations have resumed and revenues have partially recovered. However due to tighter state government budgets and the discretionary nature of premium cycles, demand is expected to recover only gradually over the next few quarters. This is likely to lead to a drop in revenue and operating profit in fiscal 2021.
 
The ratings continue to reflect Hero Cycles' leadership position in the bicycles market in India, supported by a pan-India distribution network. The ratings also factor in healthy operating performance in the automotive (auto) components business and strong liquidity along with healthy capital structure and high financial flexibility. These strengths are partially offset by the modest but improving profitability, low industry growth prospects, and substantial investment in subsidiaries and associate entities.

Analytical Approach

The standalone business and financial risk profiles of Hero Cycles have been considered for arriving at the ratings. The standby letter of credit facility of Rs 50 crore provided to its subsidiary, Avocet Sports Ltd (Avocet), has been included in total debt from fiscal 2020.

Key Rating Drivers & Detailed Description
Strengths
* Leadership position in the bicycle market: Hero Cycles is the largest player in the domestic bicycle market, backed by a large manufacturing capacity, strong brand name, and pan-India distribution network. It has the largest manufacturing capacity globally with 65 lakh bicycles per annum. It is also a leader in volume sales with 49.7 lakh bicycles sold in fiscal 2019 as against 34.4 lakh sold by the second largest Indian player, Tube Investment of India Ltd (rated 'CRISIL AA+/Stable/CRISIL A1+'). Furthermore, company has been growing its presence in the special bicycle segment through brands such as the UT bikes, Avengers, Next, and Sprint series. Leadership position should sustain over the medium term supported by the company's established brand, pan-India distribution network and growth plans in the special bicycle segment.

* Healthy operating performance in the auto component business: The auto component business, which was demerged from Hero Motors Ltd in fiscal 2015, has seen a healthy turnaround over the past few fiscals. After incurring an operating loss in fiscal 2014 due to lost orders from a major customer, revenue from this segment witnessed a strong 33% compound annual growth rate (CAGR) over the five years through fiscal 2019. Despite a weak demand scenario, revenue from the segment is not estimated to have dropped significantly in fiscal 2020.

* Strong liquidity and high financial flexibility: Liquidity stood at a healthy Rs 583 crore as on May 25, 2020. Company has a healthy capital structure with an estimated networth of over Rs 1500 crore as on March 31, 2020 and gearing has remained below 0.5 time, historically. The established Hero brand further supports financial flexibility as the company has been able to raise debt at competitive rates from both capital markets and banks. Therefore, despite moderate debt protection metrics, overall financial risk profile should remain supported by strong liquidity and high financial flexibility.

Weaknesses
* Modest but improving operating performance; muted industry growth prospects: Despite a healthy topline CAGR of 11% from fiscals 2017 to 2019, operating margin remained weak at 3-5%. However, profitable contracts in auto components segment and cost cutting measures such as automation have led to an improvement in operating profitability in fiscal 2020. The muted growth in the industry is likely to be exacerbated due to the impact of the Covid-19 pandemic, especially on government orders. While revenues are expected to temporarily fall in fiscal 2021, operating margin should remain above 5% supported by cost cutting measures and lower raw material prices.

* Substantial investment in subsidiaries and associate companies: Hero Cycles acquired three businesses - Firefox Bikes Pvt Ltd (Firefox), Avocet, and BSH Ventures Pvt Ltd (BSH) - for Rs 135 crore in fiscal 2016. The company also has investments in two joint ventures, Munjal Kiriu Industries Pvt. Ltd and Zf Hero Chassis System Pvt Ltd, which operate in the auto component segment. Company's investment in subsidiaries and associate companies increased to Rs 998 crore as on March 31, 2019 from around Rs 894 crore a year ago. This accounted for 50% of the total capital employed, as on March 31, 2019.

Although the standalone performance of the subsidiaries has been improving, any incremental exposure to such entities will be a key rating sensitivity factor.
Liquidity Strong

Liquidity is strong, driven by cash and liquid investments of Rs 583 crore as on May 25, 2020. Liquidity is further supported by unutilised bank lines of Rs 130 crore as at May 25 2020. Owing to COVID impact, cash accrual is expected to be subdued in fiscal 2021 and some cash burn is expected in 1QFY21. However, more than sufficient liquidity and expected cash accrual of Rs. 75-95 crore should comfortably cover repayments of Rs 43 crore in fiscal 2021 and tide over the near term. Annual capex of Rs 70-90 crore should be funded through a mix of debt and internal accrual.  

Outlook: Stable

CRISIL believes the business risk profile will benefit from a healthy market position, while the financial risk profile will be maintained, driven by strong liquidity, high financial flexibility and a healthy capital structure.

Rating Sensitivity factors
Upward Factors
* Significant improvement in profitability leading to return on capital employed sustaining above 12%
* Large sustained improvement in cash accrual with minimal investments in subsidiaries and capital expenditure (capex)

Downward Factors
* Operating margin sustaining below 4%
* Large investments towards subsidiaries or significant capex requirement.
About the Company

Hero Cycles, incorporated in 1956, is the largest bicycle manufacturer in the world. The company has a manufacturing capacity of 65 lakh bicycles per year, with units in Ludhiana, Punjab; Bihta, Bihar; and Ghaziabad, Uttar Pradesh. It also manufactures auto rims and components. Hero Cycles is managed by Mr Pankaj Munjal and family. In fiscal 2016, the group completed three acquisitions: Firefox, Avocet, and BSH. Firefox is a leading player in the premium bicycles segment in India and currently sells over 100 different models. Avocet is one of the top three distributors of bicycles, e-bikes, bicycle parts, and accessories with a presence across Europe. BSH is a bicycle manufacturer based in Sri Lanka, with a state-of-the-art manufacturing plant that will be used to supplement the Hero Cycles group's sales in southern India and Europe.
 
Hero Cycles entered the commercial real estate business through MHPL, and acquired an under-construction hotel property in Gurugram in fiscal 2012. During fiscal 2019, company diluted 60% stake in MHPL for a consideration of Rs 438 crore.

Key Financial Indicators
As on/for the period ended March 31 Unit 2019 2018
Revenue Rs crore 2145 1797
Profit After Tax (PAT) Rs crore 17 23
PAT Margin % 0.8 1.3
Adjusted debt/adjusted networth Times 0.47 0.38
Interest coverage Times 1.84 2.21

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
INE668E07049 Debentures 05-Nov-2015 9.2% 07-Sep-2020 40.0 CRISIL AA/Stable
INE668E07064 Debentures 24-Apr-2017 7.95% 23-Apr-2021 20.0 CRISIL AA/Stable
INE668E07072 Debentures 24-Apr-2017 7.95% 22-Apr-2022 40.0 CRISIL AA/Stable
NA Debentures# NA NA NA 40.0 CRISIL AA/Stable
NA Debentures# NA NA NA 60.0 CRISIL AA/Stable
NA Commercial paper NA NA 7-365 days 250.0 CRISIL A1+
NA Cash credit & working capital demand loan* NA NA NA 20.5 CRISIL AA/Stable
NA Cash credit & working capital demand loan NA NA NA 50 CRISIL AA/Stable
NA Short term loan NA NA NA 50 CRISIL A1+
NA Cash credit & working capital demand loan^ NA NA NA 49.5 CRISIL AA/Stable
NA Lease rental discounting loan NA NA NA 50 CRISIL AA/Stable
NA Letter of credit & bank guarantee NA NA NA 50 CRISIL A1+
NA Letter of credit & bank guarantee@ NA NA NA 65 CRISIL A1+
NA Term loan NA NA 2-Jan-2025 62 CRISIL AA/Stable
NA Loan equivalent risk limits NA NA NA 2.04 CRISIL A1+
NA Long-term loan NA NA 2-Jan-2025 50 CRISIL AA/Stable
#Yet to be issued
*Sublimit of Bank Guarantee/Letter of Credit/Buyers credit
^Interchangeable with Export Packing Credit
@Interchangeable with Stand By Letter of Credit
 
Annexure - Details of Rating Withdrawn
ISIN Name of instrument Date of allotment Coupon rate (%) Maturity date Issue size (Rs.Crore)
INE668E07056 Debentures 24-Apr-2017 7.95% 24-Apr-2020 20.0
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
Commercial Paper  ST  250.00  CRISIL A1+      07-10-19  CRISIL A1+  31-12-18  CRISIL A1+  29-12-17  CRISIL A1+  CRISIL A1+ 
Non Convertible Debentures  LT  100.00
19-06-20 
CRISIL AA/Stable      07-10-19  CRISIL AA/Stable  31-12-18  CRISIL AA/Stable  29-12-17  CRISIL AA/Stable  CRISIL AA+/Negative 
Fund-based Bank Facilities  LT/ST  334.04  CRISIL AA/Stable/ CRISIL A1+      07-10-19  CRISIL AA/Stable  31-12-18  CRISIL AA/Stable  29-12-17  CRISIL AA/Stable  CRISIL AA+/Negative 
Non Fund-based Bank Facilities  LT/ST  115.00  CRISIL A1+      07-10-19  CRISIL A1+  31-12-18  CRISIL A1+  29-12-17  CRISIL A1+  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
Cash Credit & Working Capital demand loan* 20.5 CRISIL AA/Stable Bank Guarantee# 70 CRISIL A1+
Cash Credit & Working Capital demand loan 50 CRISIL AA/Stable Cash Credit^^ 70 CRISIL AA/Stable
Cash Credit & Working Capital demand loan^ 49.5 CRISIL AA/Stable Letter of Credit# 20 CRISIL A1+
Lease Rental Discounting Loan 50 CRISIL AA/Stable Proposed Long Term Bank Loan Facility 239.04 CRISIL AA/Stable
Letter of credit & Bank Guarantee 50 CRISIL A1+ -- 0 --
Letter of credit & Bank Guarantee@ 65 CRISIL A1+ -- 0 --
Loan Equivalent Risk Limits 2.04 CRISIL A1+ -- 0 --
Long Term Loan 50 CRISIL AA/Stable -- 0 --
Short Term Loan 50 CRISIL A1+ -- 0 --
Term Loan 62 CRISIL AA/Stable -- 0 --
Total 449.04 -- Total 399.04 --
*Sublimit of Bank Guarantee/Letter of Credit/Buyers credit
^ Interchangeable with Export Packing Credit
@Interchangeable with Stand By Letter of Credit
^^Includes sublimit of Rs 10 crore for Export Packing Credit (EPC) and Rs 9 crore for Foreign Bill Discounting (FBD)
#Fully interchangeable with each other
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 the Two-Wheeler Industry
CRISILs Criteria for rating short term debt

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