Rating Rationale
July 18, 2017 | Mumbai
Linc Pen and Plastics Limited
 
Rating Action
Total Bank Loan Facilities Rated Rs.75.5 Crore
Long Term Rating CRISIL A/Stable
Short Term Rating CRISIL A1
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL's ratings on the bank facilities of Linc Pen and Plastics Limited (Linc Pen) continues to reflect an established position in the organised writing instruments segment, and increasing geographical revenue diversity with focus on exports. The ratings also factor in a healthy financial risk profile because of comfortable capital structure and debt protection metrics, and improving profitability. These strengths are partially offset by exposure to intense competition from unorganised players and vulnerability to volatility in raw material prices.

Key Rating Drivers & Detailed Description
Strengths
* Established presence in the organised sector of Indian pen industry:
Linc Pen is one of the leading players in the over Rs 3500 crores Indian pen industry, with a market share of 10-11%. It has a strong market position in eastern and northern India, and a relatively moderate presence in other regions. Linc Pen has been able to maintain a healthy presence in this segment despite intense competition from both the organised and unorganised players. The company has also been dealing with Japan's Mitsubishi Pencil Co Ltd (Mitsubishi) for over 20 years as an exclusive distributor of Uniball and its variants (a refillable ball-point pen manufactured by Mitsubishi) in India. Besides  maintaining its healthy presence in the mass pen segment, the company is now also increasing its product range in higher-value products-in the Rs 10-a-piece and higher category. CRISIL believes that Linc Pen will continue to benefit from the established position in the domestic writing instruments industry over the medium term.

*Increasing geographic revenue diversity: Linc Pen has a wide distribution network, comprising 7 branches, 48 exclusive channel partners, over 2500 distributors, and 280 sales representatives and multiple retail outlets across India. Besides this, the company also sells to corporates. Almost 72% of the revenue is generated from the domestic market. In the export market, Linc Pen has its brands registered in over 50 countries. Export revenue for fiscal 2016 have contributed 29% to total sales. Linc Pen has set up another unit in Umergoan (Gujarat) to increase its export sales. Sales under own brands account for almost 95% of exports, and exports enhance Linc Pen's geographic diversity.

*Healthy financial risk profile: The capital structure is comfortable, debt protection metrics healthy, and liquidity adequate. Gearing and total outside liabilities to tangible networth ratio were at 0.43 and 0.77 time, respectively, as on March 31, 2017. The gearing increased from 0.31 time a year earlier on account of debt-funded capital expenditure (capex) for Umergaon. Gearing is expected to improve to 0.3 time over the medium term. Debt protection metrics remained healthy as per CRISIL's expectations, with interest cover at 15.66 times and net cash accrual to total debt at 0.39 time. The decline in debt protection metrics were due to increase in debt levels in fiscal 2017, with term loan for capex.

Weakness

* Vulnerability to volatility in raw material prices: Profitability will likely remain exposed to volatility in prices of its key raw material, plastic granules-its prices constituting over 70% of the cost of production. However, continued focus on controlled and selective advertisement expenses, gradual modernisation of its manufacturing unit, and focus on improving average realisation through the addition of high-value products to its portfolio will enable further improvement in profitability margin.

* Exposure to intense competition, especially from the unorganised sector: Linc Pen is exposed to intense competition in its mainstay category (pens priced up to Rs 10-a-piece) from players in the unorganised sector as well. The competition leads to pricing pressures, depressing the margins of most organised players, including Linc Pen. Exposure to intense competition will continue to put pressure on the operating margin over the medium term.
Outlook: Stable

CRISIL believes Linc Pen will maintain its established market position over the medium term, supported by strong brand equity. The outlook may be revised to 'Positive' in case of substantial increase in operating income and profitability or better working capital management, thereby improving cash accrual and liquidity. The outlook may be revised to 'Negative' if the financial risk profile weakens, particularly liquidity, most likely because of significant decline in cash accrual, increase in working capital requirement, or considerable time and cost overruns in implementation of a proposed capex plan for setting up a manufacturing unit at Gujarat.

About the Company

Linc Pen was set up in 1994 by Mr SM Jalan in Kolkata. The company was listed on the Bombay Stock Exchange in 1995. It manufactures and markets writing pens, and trades in stationery, mainly pencils and erasers; it has over 200 products in its portfolio. Its manufacturing units are in Falta and Serakole, both in West Bengal. Mr Deepak Jalan currently manages operations.

In fiscal 2017, net profit was Rs 17.17 crore on net sales of Rs 349.72 crore, against Rs 18.32 crore and Rs 337.30 crore, respectively, in fiscal 2016.

Linc Pen was set up in 1994 by Mr S M Jalan in Kolkata. The company was listed on the Bombay Stock Exchange in 1995. It manufactures and markets writing pens, and trades in stationery, mainly pencils and erasers; it has more than 200 products in its portfolio. Its manufacturing units are in Falta and Serakole, both in West Bengal. Mr Deepak Jalan currently manages operations.

In fiscal 2017, net profit was Rs 17.17 crs on net sales of Rs 349.72 crs, as against net profit of Rs 18.32 crs on net sales of Rs 337.30 crs in fiscal 2016.

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 32.5 CRISIL A/Stable
NA Long Term Loan NA NA Mar-2023 18.0 CRISIL A/Stable
NA Proposed Fund-Based Bank Limits NA NA NA 0.5 CRISIL A/Stable
NA Working Capital Facility NA NA NA 17.0 CRISIL A/Stable
NA Letter of Credit NA NA NA 7.5 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
Fund-based Bank Facilities  LT/ST  68  CRISIL A/Stable  17-07-17  CRISIL A/Stable    No Rating Change    No Rating Change  16-12-14  CRISIL A/Stable/ CRISIL A1  CRISIL A-/Stable/ CRISIL A2+ 
Non Fund-based Bank Facilities  LT/ST  7.5  CRISIL A1    No Rating Change    No Rating Change    No Rating Change  16-12-14  CRISIL A1  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
Cash Credit 32.5 CRISIL A/Stable Cash Credit 32.5 CRISIL A/Stable
Letter of Credit 7.5 CRISIL A1 Export Packing Credit .5 CRISIL A/Stable
Long Term Loan 18 CRISIL A/Stable Letter of Credit 24.5 CRISIL A1
Proposed Fund-Based Bank Limits .5 CRISIL A/Stable Long Term Loan 18 CRISIL A/Stable
Working Capital Facility 17 CRISIL A/Stable -- 0 --
Total 75.5 -- Total 75.5 --
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
Criteria for rating Short-Term Debt (including Commercial Paper)

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