Rating Rationale
September 02, 2021 | Mumbai
Kewal Kiran Clothing Limited
Rating outlook revised to 'Negative', rating reaffirmed
 
Rating Action
Total Bank Loan Facilities RatedRs.140 Crore
Long Term RatingCRISIL AA-/Negative (Outlook revised from 'Stable' and rating reaffirmed)
1 crore = 10 million
Refer to Annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has revised its outlook on the long-term bank facilities of Kewal Kiran Clothing Limited (KKCL) to 'Negative' from 'Stable' while reaffirming its ratings at 'CRISIL AA-'.
 
The revision in outlook reflects the company weaker-than-expected operating performance in fiscal 2021. The operating income is expected to de-grow by 45-55% due to slower than anticipated recovery in demand for KKCL products which mainly include jeans, shirts and trousers, as well as management's cautious approach to protect profitability. As a result, operating margin of the company will also be impacted and is expected to decline by 200-300 basis points in fiscal 2021. Moreover, net cash accruals are expected to reduce sharply on account of reduced scale of operations combined with lower operating margin.
 
For the first six months of fiscal 2021, KKCL revenue de-grew by 73% to Rs 74 crore; while it reported an operating loss of 6.6% compared to operating profit of 21.8% for the corresponding period in fiscal 2020.
 
Despite the impact on business, the financial risk profile is expected to remain strong backed by healthy capital structure marked by gearing at 0.2 time as on September 30, 2020, comfortable debt protection metrics and strong liquidity. KKCL continues to have strong liquidity of Rs 247 crore as on September 30, 2020, in the form of cash and liquid investments against nil term debt.
 
For fiscal 2020, revenue grew 5% year-on-year with operating margin at 18%, compared to 22% in fiscal 2019. The operating margin was impacted in fiscal 2020 due to loss of revenue towards the end of the fiscal due to Covid-19 as well as one-time marketing spend incurred during the fiscal. However, debt remained stable at Rs 88 crore as on March 31, 2020 against Rs 93 crore as on March 31, 2019 and September 30, 2019. The debt comprises entirely of short-term borrowings.
 
The rating continues to reflect KKCL's established position in the domestic menswear segment and strong financial risk profile. These strengths are partially offset by stagnant revenue and exposure to intense competition in the apparel segment.

Key Rating Drivers & Detailed Description
Strengths:
* Established position in the domestic menswear segment, with recognised brands and diversified geographic presence
The company's flagship brand, Killer (contributing 55-60% to revenue), is among the leading brands in the branded men's denim segment. The brand has shown steady performance through several economic cycles and changing customer preferences over the past two decades. KKCL's brand portfolio also includes Lawman, Integriti, Easies and Desi belle. Revenue contribution from Integriti has remained around 20% and revenue from Easies has shown stable growth over the years.
 
* Strong financial risk profile
The financial risk profile is expected to remain strong with gearing below 0.2 time and healthy liquidity over the medium term. The interest coverage is expected to remain comfortable over 5 times and 12 times in fiscals 2021 and 2022, respectively. As on September 30, 2020, KKCL's networth was healthy at Rs 440 crore with comfortable gearing. Liquidity is strong, supported by unencumbered cash and marketable securities of around Rs 247 crore. The company does not plan any significant capital expenditure (capex) over the medium term.
 
Weaknesses:
* Stagnant scale of operations
Revenues have remained stagnant with compounded annual growth rate (CAGR) of 4% over the last five fiscals. Also, there has been limited expansion in the distribution network with average revenue contribution of around 65% from multi-brand outlets (MBOs) and national chain stores (NCS). Furthermore, there is brand and product concentration with Killer contributing about 60% to revenue and consequently share of jeans remaining over 55%. While other brands such as Integriti and Ã'asies have also grown over the years and the company is focusing on increasing contribution from these brands, Killer will remain the significant revenue contributor over the medium term
 
* Exposure to intense competition in the apparel segment
The Indian market, with its burgeoning youth segment, has attracted prominent global brands in the apparel segment. These range from mass-appeal to premium brands, across age groups, and pose significant competition to KKCL's brands. Furthermore, the emergence of e-commerce has intensified competition. For KKCL, revenue contribution from the e-commerce channel has remained low at 7-8% in recent fiscals, though it is expected to grow in fiscal 2021.
Liquidity Strong

The company had liquid investments (including cash and cash equivalents) of Rs 247 crore as on September 30, 2020; these are expected to remain at a similar level over the medium term. There is no long-term debt obligation or major capex plan over the medium term. Liquidity is likely to remain strong over the medium term.

Outlook: Negative

CRISIL believes that weak demand recovery due to Covid-19 pandemic is expected to negatively impact the operating performance of the company in the near term. However, KKCL will maintain its strong financial risk profile marked by strong liquidity, low gearing and nil term debt.
 
Rating sensitivity factors
Upward factors:
* Better-than-expected revenue growth, while maintaining operating profitability over 15%
* Sustained strong financial risk profile
 
Downward factors:
* Substantial and sustained decline in revenue, with earnings before interest, tax, depreciation, and amortisation margin (EBITDA) falling below 12%
* Considerable weakening of the capital structure because of large, debt-funded capex/acquisition or a stretch in the working capital cycle
* Decline in liquid surplus

About the Company

KKCL was set up by Mr Kewalchand P Jain and Mr Hemant P Jain in 1980 as a partnership firm, Kewal Kiran and Co, and was reconstituted as a public limited company with the present name in fiscal 2006. KKCL is a reputed branded apparel manufacturer in the menswear and women's western wear segments. It has two garment stitching units in Mumbai, a washing unit at Vapi in Gujarat, and a finishing and packaging facility at Daman. The company has 322 retail stores, of which, majority are owned and operated by franchisees.

Key Financial Indicators*
As on/for the period ended March 31 Units 2020 2019
Operating Income Rs crore 537 512
Profit after tax (PAT) Rs crore 73 80
PAT margin % 13.6 15.7
Adjusted debt/adjusted networth Times 0.20 0.22
Interest coverage Times 11.03 16.57

* CRISIL adjusted numbers

Any other information: Not applicable

Note on complexity levels of the rated instrument:
CRISIL Ratings' complexity levels are assigned to various types of financial instruments. The CRISIL Ratings' complexity levels are available on www.crisil.com/complexity-levels. Users are advised to refer to the CRISIL Ratings' 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) Complexity Levels Rating assigned with outlook
NA Working capital demand loan@@ NA NA NA 45 NA CRISIL AA-/Negative
NA Working capital demand loan# NA NA NA 25 NA CRISIL AA-/Negative
NA Working capital demand loan* NA NA NA 50 NA CRISIL AA-/Negative
NA Proposed long-term bank loan facility NA NA NA 20 NA CRISIL AA-/Negative
@@ Interchangeable with Rs 45 crore of bank overdraft facility, Rs 45 crore of export bill discounting, Rs 45 crore of export invoice financing, and Rs 45 crore of pre-shipment financing under export orders
# Interchangeable with Rs 25 crore of bank overdraft facility, Rs 5 crore of import letter of credit, Rs 5 crore of bonds and guarantees, Rs 5 crore of import invoice financing, Rs 25 crore of export bill discounting, Rs 25 crore of pre-shipment financing under export letter of credit, Rs 25 crore of export invoice financing, Rs 5 crore of import letter of credit, and Rs 25 crore of pre-shipment financing under export orders
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  140.00  CRISIL AA-/Negative  17-06-20  CRISIL AA-/Stable  17-12-19  CRISIL AA-/Stable      28-12-17  CRISIL AA-/Stable  CRISIL AA-/Stable 
        07-01-20  CRISIL AA-/Stable  26-02-19  CRISIL AA-/Stable      03-11-17  CRISIL AA-/Stable   
            25-01-19  CRISIL AA-/Stable      08-08-17  CRISIL AA-/Stable   
All amounts are in Rs.Cr.
 
Annexure - Details of Bank Lenders & Facilities
Facility Name of Lender Amount (Rs.Crore) Rating
Proposed Long Term Bank Loan Facility Not Applicable 20 CRISIL AA-/Negative
Working Capital Demand Loan* DBS Bank India Limited  50 CRISIL AA-/Negative
Working Capital Demand Loan@@ Standard Chartered Bank Limited 45 CRISIL AA-/Negative
Working Capital Demand Loan# Standard Chartered Bank Limited 25 CRISIL AA-/Negative

This Annexure has been updated on 2-Sep-2021 in line with the lender-wise facility details as on 2-Aug-2021 received from the rated entity.

@@ Interchangeable with Rs 45 crore of bank overdraft facility, Rs 45 crore of export bill discounting, Rs 45 crore of export invoice financing, and Rs 45 crore of pre-shipment financing under export orders
# Interchangeable with Rs 25 crore of bank overdraft facility, Rs 5 crore of import letter of credit, Rs 5 crore of bonds and guarantees, Rs 5 crore of import invoice financing, Rs 25 crore of export bill discounting, Rs 25 crore of pre-shipment financing under export letter of credit, Rs 25 crore of export invoice financing, Rs 5 crore of import letter of credit, and Rs 25 crore of pre-shipment financing under export orders

Criteria Details
Links to related criteria
CRISILs Approach to Financial Ratios
Rating criteria for manufaturing and service sector companies
CRISILs Bank Loan Ratings - process, scale and default recognition
Rating Criteria for Retailing Industry

Media Relations
Analytical Contacts
Customer Service Helpdesk
Saman Khan
Media Relations
CRISIL Limited
D: +91 22 3342 3895
B: +91 22 3342 3000
saman.khan@crisil.com

Naireen Ahmed
Media Relations
CRISIL Limited
D: +91 22 3342 1818
B: +91 22 3342 3000
 naireen.ahmed@crisil.com

Anuj Sethi
Senior Director
CRISIL Ratings Limited
D:+91 44 6656 3100
anuj.sethi@crisil.com


Gautam Shahi
Director
CRISIL Ratings Limited
D:+91 124 672 2000
gautam.shahi@crisil.com


Nysha Pradeep Mirchandani
Senior Rating Analyst
CRISIL Ratings Limited
D:+91 22 3342 3000
Nysha.Mirchandani@crisil.com
Timings: 10.00 am to 7.00 pm
Toll free Number:1800 267 1301

For a copy of Rationales / Rating Reports:
CRISILratingdesk@crisil.com
 
For Analytical queries:
ratingsinvestordesk@crisil.com


 

Note for Media:
This rating rationale is transmitted to you for the sole purpose of dissemination through your newspaper / magazine / agency. The rating rationale may be used by you in full or in part without changing the meaning or context thereof but with due credit to CRISIL Ratings. However, CRISIL Ratings alone has the sole right of distribution (whether directly or indirectly) of its rationales for consideration or otherwise through any media including websites, portals etc.


About CRISIL Ratings Limited (A subsidiary of CRISIL Limited)

CRISIL Ratings pioneered the concept of credit rating in India in 1987. With a tradition of independence, analytical rigour and innovation, we set the standards in the credit rating business. We rate the entire range of debt instruments, such as, bank loans, certificates of deposit, commercial paper, non-convertible / convertible / partially convertible bonds and debentures, perpetual bonds, bank hybrid capital instruments, asset-backed and mortgage-backed securities, partial guarantees and other structured debt instruments. We have rated over 33,000 large and mid-scale corporates and financial institutions. We have also instituted several innovations in India in the rating business, including rating municipal bonds, partially guaranteed instruments and infrastructure investment trusts (InvITs).
 
CRISIL Ratings Limited ("CRISIL Ratings") is a wholly-owned subsidiary of CRISIL Limited ("CRISIL"). CRISIL Ratings Limited is registered in India as a credit rating agency with the Securities and Exchange Board of India ("SEBI").
 
For more information, visit www.crisilratings.com 




About CRISIL Limited

CRISIL is a global analytical company providing ratings, research, and risk and policy advisory services. We are India's leading ratings agency. We are also the foremost provider of high-end research to the world's largest banks and leading corporations.

CRISIL is majority owned by S&P Global Inc., a leading provider of transparent and independent ratings, benchmarks, analytics and data to the capital and commodity markets worldwide


For more information, visit www.crisil.com

Connect with us: TWITTER | LINKEDIN | YOUTUBE | FACEBOOK


CRISIL PRIVACY NOTICE
 
CRISIL respects your privacy. We may use your contact information, such as your name, address, and email id to fulfil your request and service your account and to provide you with additional information from CRISIL.For further information on CRISIL’s privacy policy please visit www.crisil.com.


DISCLAIMER

This disclaimer forms part of and applies to each credit rating report and/or credit rating rationale (each a "Report") that is provided by CRISIL Ratings Limited  (hereinafter referred to as "CRISIL Ratings") . For the avoidance of doubt, the term "Report" includes the information, ratings and other content forming part of the Report. The Report is intended for the jurisdiction of India only. This Report does not constitute an offer of services. Without limiting the generality of the foregoing, nothing in the Report is to be construed as CRISIL Ratings providing or intending to provide any services in jurisdictions where CRISIL Ratings does not have the necessary licenses and/or registration to carry out its business activities referred to above. Access or use of this Report does not create a client relationship between CRISIL Ratings and the user.

We are not aware that any user intends to rely on the Report or of the manner in which a user intends to use the Report. In preparing our Report we have not taken into consideration the objectives or particular needs of any particular user. It is made abundantly clear that the Report is not intended to and does not constitute an investment advice. The Report is not an offer to sell or an offer to purchase or subscribe for any investment in any securities, instruments, facilities or solicitation of any kind or otherwise enter into any deal or transaction with the entity to which the Report pertains. The Report should not be the sole or primary basis for any investment decision within the meaning of any law or regulation (including the laws and regulations applicable in the US).

Ratings from CRISIL Ratings are statements of opinion as of the date they are expressed and not statements of fact or recommendations to purchase, hold, or sell any securities / instruments or to make any investment decisions. Any opinions expressed here are in good faith, are subject to change without notice, and are only current as of the stated date of their issue. CRISIL Ratings assumes no obligation to update its opinions following publication in any form or format although CRISIL Ratings may disseminate its opinions and analysis. Rating by CRISIL Ratings contained in the Report is not a substitute for the skill, judgment and experience of the user, its management, employees, advisors and/or clients when making investment or other business decisions. The recipients of the Report should rely on their own judgment and take their own professional advice before acting on the Report in any way. CRISIL Ratings or its associates may have other commercial transactions with the company/entity.

Neither CRISIL Ratings nor its affiliates, third party providers, as well as their directors, officers, shareholders, employees or agents (collectively, "CRISIL Ratings Parties") guarantee the accuracy, completeness or adequacy of the Report, and no CRISIL Ratings Party shall have any liability for any errors, omissions, or interruptions therein, regardless of the cause, or for the results obtained from the use of any part of the Report. EACH CRISIL RATINGS' PARTY DISCLAIMS ANY AND ALL EXPRESS OR IMPLIED WARRANTIES, INCLUDING, BUT NOT LIMITED TO, ANY WARRANTIES OF MERCHANTABILITY, SUITABILITY OR FITNESS FOR A PARTICULAR PURPOSE OR USE. In no event shall any CRISIL Ratings Party be liable to any party for any direct, indirect, incidental, exemplary, compensatory, punitive, special or consequential damages, costs, expenses, legal fees, or losses (including, without limitation, lost income or lost profits and opportunity costs) in connection with any use of any part of the Report even if advised of the possibility of such damages.

CRISIL Ratings may receive compensation for its ratings and certain credit-related analyses, normally from issuers or underwriters of the instruments, facilities, securities or from obligors. CRISIL Rating's public ratings and analysis as are required to be disclosed under the regulations of the Securities and Exchange Board of India (and other applicable regulations, if any) are made available on its web sites, www.crisil.com (free of charge). Reports with more detail and additional information may be available for subscription at a fee - more details about ratings by CRISIL Ratings are available here: www.crisilratings.com.

CRISIL Ratings and its affiliates do not act as a fiduciary. While CRISIL Ratings has obtained information from sources it believes to be reliable, CRISIL Ratings does not perform an audit and undertakes no duty of due diligence or independent verification of any information it receives and / or relies in its Reports. CRISIL Ratings has established policies and procedures to maintain the confidentiality of certain non-public information received in connection with each analytical process. CRISIL Ratings has in place a ratings code of conduct and policies for analytical firewalls and for managing conflict of interest. For details please refer to: http://www.crisil.com/ratings/highlightedpolicy.html

Rating criteria by CRISIL Ratings are generally available without charge to the public on the CRISIL Ratings public web site, www.crisil.com. For latest rating information on any instrument of any company rated by CRISIL Ratings you may contact CRISIL RATING DESK at CRISILratingdesk@crisil.com, or at (0091) 1800 267 1301.

This Report should not be reproduced or redistributed to any other person or in any form without a prior written consent of CRISIL Ratings.

All rights reserved @ CRISIL Ratings Limited. CRISIL Ratings Limited is a wholly owned subsidiary of CRISIL Limited.

CRISIL Ratings uses the prefix ‘PP-MLD’ for the ratings of principal-protected market-linked debentures (PPMLD) with effect from November 1, 2011 to comply with the SEBI circular, "Guidelines for Issue and Listing of Structured Products/Market Linked Debentures". The revision in rating symbols for PPMLDs should not be construed as a change in the rating of the subject instrument. For details on CRISIL Ratiings' use of 'PP-MLD' please refer to the notes to Rating scale for Debt Instruments and Structured Finance Instruments at the following link: www.crisil.com/ratings/credit-rating-scale.html