Rating Rationale
January 07, 2019 | Mumbai
Jagran Prakashan Limited
'CRISIL AA+/Stable' assigned to NCD 
 
Rating Action
Total Bank Loan Facilities Rated Rs.285 Crore
Long Term Rating CRISIL AA+/Stable (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.300 Crore Non Convertible Debentures CRISIL AA+/Stable (Assigned)
Rs.70 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 non-convertible debentures of Jagran Prakashan Limited (JPL; part of the JPL group), and reaffirmed its 'CRISIL AA+/Stable/CRISIL A1+' ratings on the company's bank facilities and commercial paper.

The ratings continue to reflect the leadership position of the group's flagship daily, Dainik Jagran, its healthy market position in the radio business, and steady cash accrual and strong financial risk profile. These strengths are partially offset by exposure to intense competition, and susceptibility to volatility in newsprint prices and economic cycles.

Analytical Approach

For arriving at the ratings, CRISIL has combined the business and financial risk profiles of JPL, its subsidiaries Music Broadcast Ltd (MBL; 'CRISIL AA/Stable/CRISIL A1+') and Midday Infomedia Ltd (MIL; 'CRISIL AA-/Stable'), and associate companies Leet OOH Media Pvt Ltd and X-Pert Publicity Pvt Ltd. This is because all these entities, collectively referred to as JPL group, are in the same business and have common promoters. CRISIL has amortised the goodwill arising from the acquisition of Nai Dunia Media Ltd (NDML) over five years and that from the acquisition of MBL over 10 years.

Please refer Annexure - Details of consolidation, which captures the list of entities considered and their analytical treatment of consolidation.

Key Rating Drivers & Detailed Description
 Strengths:
* Leadership position of the flagship daily, Dainik Jagran: As per the latest readership survey data, Dainik Jagran has a total readership (TR1) of more than 7 crore which is highest amongst all newspapers in India. Furthermore, as per the audit bureau of circulation data January-June 2018, the newspaper is the second largest circulated daily in India with average daily circulation of 41.44 lakh, after Dainik Bhaskar with 42.51 lakh. The JPL group enjoys a competitive position, aided by the established presence of Dainik Jagran, mainly in the Hindi belt (across Uttar Pradesh, Uttarakhand, Bihar, Jharkhand, Punjab, Haryana, the National Capital Region, and other regions); and central and eastern India. Its other publication, Nai Dunia, also featured among the top 10 Hindi newspapers with a TR of 64 lakh. The position in the print media segment should remain strong, underpinned by Dainik Jagran and supported by Nai Dunia, MidDay, and Inquilab.

* Healthy market position in the radio business: The JPL group now has 39 channels in the radio segment following organic and inorganic expansion. Leveraging the established brand of Radio City, the radio business saw revenue growth of 7% in the first half of fiscal 2019 over the corresponding period of the previous fiscal. The 11 stations acquired during the phase 3 auctions achieved breakeven at the operating profit level in the fourth quarter of fiscal 2018, that is, within 15 months of commencement of operations. Furthermore, MBL plans to add Kolkata-based Friends 91.9 FM, which will help expand its reach to 72% of FM listeners in India from 62% currently.

* Steady cash accrual and strong financial risk profile: Cash accrual remained healthy at Rs 195 crore, despite high newsprint prices and continued subdued advertisement revenue, during the first half of fiscal 2019. Moreover, low debt and minimal capital expenditure (capex) helped maintain a strong financial risk profile. Networth remains large, gearing comfortable, and debt protection metrics robust. The adjusted interest coverage ratio is expected above 22 times while net cash accrual to total debt ratio will remain above 0.9 time, in fiscal 2019. The total liquid balance should remain above Rs 650 crore by March 31, 2019. The financial risk profile should remain strong over the medium term, driven by healthy cash accrual and minimal capex or investment plans.

Weaknesses:
* Susceptibility to volatility in newsprint prices and to economic cycles: Profitability is vulnerable to movements in the price of newsprint, which accounted for 38% of JPL's operating cost in the first half of fiscal 2019. Average newsprint price increased 17% in the first half of fiscal 2019 over the corresponding period of the previous fiscal, leading to fall in operating margin to 22.8% from 25.9%. Profitability is also susceptible to fluctuations in the rupee-dollar exchange rate as JPL imported 28% of its newsprint requirement in the first half of fiscal 2019. Furthermore, the operating margin of media houses remains vulnerable to economic downturns as advertisement revenue is linked to economic conditions.

* Exposure to intense competition: JPL faces competition from other Hindi dailies such as Amar Ujala and Hindustan, which have healthy circulation in the core markets of Uttar Pradesh and Uttarakhand. Ability to withstand competition and drive revenue growth will remain key monitorables.
Outlook: Stable

CRISIL believes the JPL group's business risk profile will remain strong over the medium term, driven by market leadership in the Hindi belt and increasing contribution of other publications and the radio business. Steady cash accrual should support the financial risk profile.

Upside scenario
* Significant increase in revenue
* Revenue diversity in terms of businesses and geographies, along with healthy profitability and capital structure

Downside scenario
* Large, debt-funded acquisition or capex, weakening the capital structure or debt protection metrics.

Liquidity: Healthy 
Liquidity is strong, driven by cash balance and liquid investments of Rs 630 crore as on March 31, 2018. Bank limits were utilised moderately, with the Rs 175 crore fund-based limit utilised at an average of 46% over the 12 months through November 2018. Furthermore, liquidity is supported by healthy cash accrual expected above Rs 300 crore against nil debt obligation in fiscal 2019. During June 2018, the company concluded buyback of its shares for Rs 293 crore, which was funded through internal accrual and cash and cash equivalent. Despite buyback of shares, liquidity is expected to remain healthy with cash and liquid investments expected above Rs 650 crore as of March 2019. Healthy cash accrual, negligible minimal debt repayment obligation, and moderate capex enhance liquidity. Prudent liquidity policy helps mitigate against fluctuations in cash flow.

About the Group

JPL is the flagship company of the Kanpur, Uttar Pradesh-based JPL group, promoted by the PC Gupta family. The group publishes 8 newspapers and a magazine from 37 printing facilities across 13 states in 5 languages. JPL acquired MIL in a 2:7 equity-swap ratio in fiscal 2011. In April 2012, JPL acquired Suvi Info Management (Indore) Pvt Ltd (Suvi) at an enterprise value of Rs 225 crore. Suvi was the holding company of NDML, which published Nai Dunia. NDML has been merged with JPL effective April 1, 2012. In fiscal 2016, the JPL group acquired MBL which has now grown to 39 stations and 50 online stations.

For the six months ended September 30, 2018, the group's operating income was Rs 1156 crore and profit after tax (PAT) was Rs 133 crore, against Rs 1158 crore and Rs 161 crore, respectively, for the corresponding period of the previous fiscal.

1Newspaper read in the past one month

Key Financial Indicators (JPL - Consolidated)
As on/for the period ended March 31 Unit 2018 2017
Operating revenue Rs crore 2,308 2,286
Adjusted profit after tax (PAT) Rs crore 301 265
Adjusted PAT margin % 13.0 11.6
Adjusted debt/adjusted networth Times 0.07 0.13
Adjusted interest coverage Times 22.56 18.66
These are CRISIL adjusted numbers and do not match directly with the numbers reported by the company

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.Cr)
Rating Assigned with Outlook
NA Debentures^ NA NA NA 300 CRISIL AA+/Stable
NA Commercial Paper NA NA 7-365 days 70 CRISIL A1+
NA Cash Credit NA NA NA 175 CRISIL AA+/Stable
NA Letter of Credit* NA NA NA 110 CRISIL A1+
^Yet to be placed
*Fully interchangeable with bank guarantee
 
Annexure - Details of Consolidation
Subsidiaries
Music Broadcast Ltd
Midday Infomedia Ltd
 
Associates
Leet OOH Media Pvt Ltd
X-Pert Publicity Pvt Ltd.
Annexure - Rating History for last 3 Years
  Current 2019 (History) 2018  2017  2016  Start of 2016
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Commercial Paper  ST  70.00  CRISIL A1+      25-06-18  CRISIL A1+  30-06-17  CRISIL A1+  21-06-16  CRISIL A1+  CRISIL A1+ 
Non Convertible Debentures  LT  0.00
07-01-19 
CRISIL AA+/Stable    --  25-06-18  Withdrawal  30-06-17  CRISIL AA+/Stable  21-06-16  CRISIL AA+/Stable  CRISIL AA+/Stable 
Fund-based Bank Facilities  LT/ST  175.00  CRISIL AA+/Stable      25-06-18  CRISIL AA+/Stable  30-06-17  CRISIL AA+/Stable  21-06-16  CRISIL AA+/Stable  CRISIL AA+/Stable 
Non Fund-based Bank Facilities  LT/ST  110.00  CRISIL A1+      25-06-18  CRISIL A1+  30-06-17  CRISIL A1+  21-06-16  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 175 CRISIL AA+/Stable Cash Credit 175 CRISIL AA+/Stable
Letter of Credit* 110 CRISIL A1+ Letter of Credit* 110 CRISIL A1+
Total 285 -- Total 285 --
*Fully interchangeable with bank guarantee
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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