Rating Rationale
September 25, 2017 | Mumbai
Hero Ecotech Limited
Rated amount enhanced
 
Rating Action
Total Bank Loan Facilities Rated Rs.120 Crore (Enhanced from Rs.60 Crore)
Long Term Rating CRISIL BBB+/Stable (Reaffirmed)
Short Term Rating CRISIL A2 (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its ratings on the bank facilities of Hero Ecotech Limited (HEL; part of the Hero Eco group) at 'CRISIL BBB+/Stable/CRISIL A2'.

The ratings continue to reflect the Hero Eco group's established market position in the domestic and global bicycle market, and adequate financial risk profile. These strengths are partially offset by exposure to risks relating to intense competition and volatility in foreign exchange (forex) rates.

Analytical Approach

As part of this rating exercise, CRISIL has applied its criteria for 'Rating entities belonging to homogenous corporate groups'. The credit risk profiles of HEL and its group entity, Hero Exports (together referred to as the Hero Eco group), have therefore, been combined, in view of the common promoter holding and significant operational, financial and managerial linkages. 

Key Rating Drivers & Detailed Description
Strengths
* Strong growth in the domestic bicycle market
Hero Ecotech manufactures bicycles under the brand, Kross, for the domestic market. Sales volumes have grown steadily in recent years. Furthermore, Hero Ecotech has exclusive rights to manufacture bicycles for a leading sports goods retailer. Hero Ecotech has also entered into a joint venture (JV) with Cube Bikes, Germany, and has exclusive rights to sell the premium range of Cube bicycles in India. CRISIL believes the Hero Eco group will maintain steady growth in the domestic market through increasing penetration of the Kross brand, supplies to a leading sports goods retailer, and JV with Cube.

* Above-average financial risk profile
Financial risk profile should remain strong, backed by moderate networth and comfortable gearing and debt protection metrics. The group's financial metrics continue to be adequate for the rating category, despite some weakening in those of Hero Exports, following capital withdrawal by the partners. Healthy accrual, modest capital expenditure plans, and negligible long-term debt obligations will continue to support financial risk profile. Nevertheless, any further withdrawal of capital by the partners will remain a key rating sensitivity factor.

Weaknesses
* Intense competition from Indian and Chinese players
China is the world's largest producer of bicycles, most of which are exported. Chinese products are relatively cheaper and hence constrain Indian manufacturers' sales. Though the group operates in the mid-to-premium ranges with its strong brand, Kross, competition from cheaper Chinese bicycles continues to impact domestic and export sales.
Outlook: Stable

CRISIL believes the Hero Eco group will continue to benefit over the medium term from its integrated operations and the promoters' extensive experience. The financial risk profile should remain comfortable, backed by the financial support of the promoters, average capex plans, and absence of maturing long-term debt.

Upside scenario
* Significant growth in revenue through diversification in the export market and increased domestic sales
* Sustainable increase in profitability while maintaining a stable financial risk profile

Downside scenario
* Weakening in financial risk profile due to substantial increase in working capital requirement
* Any material capital withdrawal by the partners
* Significant fall in revenue and profitability because of intense competition

About the Group

Hero Exports was set up in 1993 as a partnership firm by the Munjal brothers of the Hero group. Following the business re-arrangement among the Munjals, Hero Exports continued to be managed by Mr Vijay Munjal, representing the Dayanand Munjal group. Currently, the firm has three partners: Mr Vijay Munjal and his sons, Mr Naveen Munjal, and Mr Gaurav Munjal. The firm continues to focus on export of bicycles and bicycle components and spares.

Hero Ecotech, incorporated in 2008, manufactures bicycles. The company acquired the new cycle division of Hero Cycles Ltd (Hero Cycles; rated 'CRISIL AA+/Negative/CRISIL A1+') in February 2011. As part of the Munjal family arrangement, one of the cycle divisions of Hero Cycles was hived off into Hero Ecotech. Hero Ecotech has an installed capacity to manufacture 1.2 million bicycles per annum. Until September 2012, most of its production was sold to Hero Cycles. In October 2012, it launched its own brand, Kross, in the domestic market. Hero Ecotech caters to mid-income level consumers with bicycles costing Rs 3000-5000 per unit.

Key Financial Indicators*
As On/For The Period Ended March 31 Unit 2017 2016
Revenue Rs. Cr. 457  367 
Profit After Tax Rs. Cr. 23  24 
PAT Margins % 4.9 6.1
Adjusted Debt/Adjusted Net worth Times 0.81  0.52 
Interest coverage Times 6.69  16.29 
*Consolidated

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 50.0 CRISIL BBB+/Stable
NA Bank guarantee# NA NA NA 5.0 CRISIL A2
NA Letter of credit^ NA NA NA 5.0 CRISIL A2
NA Cash Credit** NA NA NA 40.0 CRISIL BBB+/Stable
NA Bills discounting NA NA NA 20.0 CRISIL A2
*Fully interchangeable with Working Capital Demand Loan and interchangeable with Non-Fund Based limits to the extent of Rs. 10 Crore
^Fully interchangeable with Bank Guarantee
#Fully interchangeable with Letter of Credit
**Fully interchangeable with Non-Fund based limits
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
Fund-based Bank Facilities  LT/ST  110  CRISIL BBB+/Stable/ CRISIL A2    No Rating Change  11-03-16  CRISIL BBB+/Stable  01-04-15  CRISIL BBB+/Positive    No Rating Change  CRISIL BBB+/Stable 
Non Fund-based Bank Facilities  LT/ST  10  CRISIL A2    No Rating Change  09-06-16  CRISIL A2    --    --  -- 
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
Bank Guarantee# 5 CRISIL A2 Bank Guarantee 10 CRISIL A2
Bill Discounting 20 CRISIL A2 Cash Credit@ 40 CRISIL BBB+/Stable
Cash Credit* 50 CRISIL BBB+/Stable Letter of Credit$ 10 CRISIL A2
Letter of Credit^ 5 CRISIL A2 -- 0 --
Cash Credit** 40 CRISIL BBB+/Stable      
Total 120 -- Total 60 --
*Fully interchangeable with Working Capital Demand Loan and interchangeable with Non-Fund Based limits to the extent of Rs. 10 Crore
^Fully interchangeable with Bank Guarantee
#Fully interchangeable with Letter of Credit
**Fully interchangeable with Non-Fund based limits
@Fully interchangeable with working capital demand loan
$Fully interchangeable with cash credit and working capital demand loan
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 Consolidation

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