Rating Rationale
April 20, 2017 | Mumbai
MIRC Electronics Limited
Issuer not cooperating, based on best-available information
 
Rating Action
Total Bank Loan Facilities Rated Rs.470 Crore
Long Term Rating CRISIL BB-/Negative (Issuer Not Cooperating; Rating Reaffirmed)*
Long Term Rating CRISIL BB-/Negative (Issuer Not Cooperating; Placed 'on 'Notice of Withdrawal)*
Long Term Rating Withdrawal
Short Term Rating CRISIL A4+ (Issuer Not Cooperating; Rating Reaffirmed)*
Short Term Rating CRISIL A4+ (Issuer Not Cooperating; Placed 'on 'Notice of Withdrawal)*
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
*Issuer did not cooperate; based on best-available information
 
Please note that the rating(s) are based on best available information with the credit rating agency: the entity whose debt is being published via this press release did not provide the requisite information needed to conduct the rating exercise and is therefore classified as 'non-cooperative'

Non-Cooperation by Issuer
CRISIL has been consistently following up with MIRC Electronics Ltd (MIRC) for information. Despite several emails and calls, the company has not submitted any information. CRISIL had, through its letters dated February 07 and 20, 2017, informed MIRC of the extant guidelines and requested cooperation. However, the issuer continues to be non-cooperative.

MIRC has not provided CRISIL with information needed to conduct the rating exercise. MIRC has, therefore, been classified as 'non-cooperative', and the ratings are based on best information CRISIL has obtained from other sources.

'The investors, lenders and all other market participants should exercise due caution while using the rating assigned/reviewed with the suffix 'ISSUER NOT COOPERATING'. These ratings lack a forward looking component as it is arrived at without any management interaction and is based on best available or limited or dated information on the company.
Detailed Rationale

CRISIL has reaffirmed its rating on the bank facilities of MIRC at 'CRISIL BB-/Negative/CRISIL A4+'. The rating on the bank loan facility of Rs 5 crore has been withdrawn on receipt of 'no dues certificate' from the bank. The rating on the bank loan facilities of Rs 113 crore has been placed on 'Notice of Withdrawal' for 90 days, and will be withdrawn at the end of the period, in line with CRISIL's policy on withdrawal of bank loan ratings.
 
The ratings continue to reflect MIRC's weak operating performance, sustained net losses, and weak financial risk profile. Operating performance has shown signs of turnaround in fiscal 2017, with operating margin increasing to 3.3% in the nine months through December 2016, on a standalone basis, as against a negative 1.4% for the previous corresponding period. However, profitability and revenue may remain under pressure over the medium term, given MIRC's declining market share and adverse impact of demonetisation, especially in Tier-2 and -3 cities.

Key Rating Drivers & Detailed Description
Strengths
* Diversified revenue profile: Presence in multiple consumer durables segments such as television (TV), air conditioner (AC) and washing machines, mitigates the impact of a downturn in any particular product category.
 
* Extensive experience of promoters: Benefits from the three-decade-long experience of the promoters, Mr LG Mirchandani and Mr Vijay Mansukhani, and their keen insights into trends in the consumer durables industry should continue to support business.
 
Weaknesses
* Below-average financial risk profile: Financial risk profile may remain constrained by sizeable working capital debt and strained operating profitability: gearing was high at 1.5 times as on March 31, 2016, and debt protection metrics were weak.
 
* Susceptibility to volatility in input prices and forex rates:  Raw material costs and purchase of goods for trading usually account for around 75% of sales for MIRC. Further around 80% of the company's material requirement is met through imports, making the profitability vulnerable to forex fluctuations. The low profitability is on account of inability to pass on cost increases, given the adverse impact of high inflation on consumer demand as well as the intensely competitively market.
 
* Exposure to intense competition across product categories: MIRC operates in the highly competitive electronic consumer durables industry. Its major competitors are multinational corporations such as LG Electronics India Pvt Ltd ('CRISIL AA+/Stable/CRISIL A1+'), Samsung India Electronics Ltd, Whirlpool of India Ltd ('CRISIL AA/Stable/CRISIL A1+'), Sony India Pvt Ltd ('CRISIL AA/Stable') among others. Intense competition will continue to constrain MIRC's margins over the medium term. Ability to maintain profitability and market share in the intensely competitive market will have a key bearing on the rating over the medium term.
Outlook: Negative

CRISIL believes MIRC's debt protection metrics are likely to remain constrained by weak profitability and declining sales. The ratings may be downgraded if lower-than-anticipated revenue growth or profitability, sizeable, debt-funded capital expenditure, or inefficient working capital management further weakens the financial risk profile. The outlook may be revised to 'Stable' if increase in profitability and turnover leads to better debt protection metrics.

About the Company

Set up in 1981 and promoted by the Mirchandani family, MIRC manufactures a range of consumer durables such as colour TVs, ACs, washing machines, DVD players, mobile phones, and microwave ovens. Products are sold under the Onida brand, and under the Igo brand in rural markets. The company manufactures air conditioners and washing machines at its plants in Wada, Maharashtra; Noida; and Roorkee, Uttarakhand. It also has an assembly unit in Roorkee.
 
On a consolidated basis, MIRC incurred a net loss of Rs 19 crore on net sales of Rs 772 crore for fiscal 2016, against a net loss of Rs 5 crore on net sales of Rs 1073 crore for fiscal 2015. For the nine months ended December 31, 2016, on a standalone basis, net loss was Rs 18 crore on net sales of Rs 535 crore, against a net loss of Rs 29 crore on net sales of Rs 559 crore for the previous corresponding period.

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 Cash Credit NA NA NA 115 CRISIL BB-/Negative (Issuer Not Cooperating)
NA Cash Credit NA NA NA 25 CRISIL BB-/Negative (Issuer Not Cooperating;
Placed on Notice of Withdrawal)
NA Cash Credit NA NA NA 5 Withdrawal
NA Letter of Credit & Bank
Guarantee
NA NA NA 237 CRISIL A4+ (Issuer Not Cooperating)
NA Letter of Credit & Bank
Guarantee
NA NA NA 88 CRISIL A4+ (Issuer Not Cooperating;
Placed on Notice of Withdrawal)
*Issuer did not cooperate; based on best-available information
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
Commercial Paper  ST    --    --  08-12-16  Withdrawal    No Rating Change    No Rating Change  CRISIL A4+ 
Fund-based Bank Facilities  LT/ST  140  CRISIL BB-/Negative (Issuer Not Cooperating)*  09-03-17  CRISIL BB-/Negative (Issuer Not Cooperating)*  08-12-16  CRISIL BB-/Negative  16-12-15  CRISIL BB/Negative/ CRISIL A4+  10-11-14  CRISIL BB+/Stable/ CRISIL A4+  CRISIL BB+/Negative/ CRISIL A4+ 
Non Fund-based Bank Facilities  LT/ST  325  CRISIL A4+ (Issuer Not Cooperating)*  09-03-17  CRISIL A4+ (Issuer Not Cooperating)*    No Rating Change    No Rating Change    No Rating Change  CRISIL A4+ 
Table reflects instances where rating is changed or freshly assigned. 'No Rating Change' implies that there was no rating change under the release.
*Issuer did not cooperate; based on best-available information
Annexure - Details of various bank facilities
Current facilities Previous facilities
Facility Amount (Rs.Crore) Rating Facility Amount (Rs.Crore) Rating
Cash Credit 25 CRISIL BB-/Negative/Issuer Not Cooperating(Notice of Withdrawal) Cash Credit 145 CRISIL BB-/Negative
Cash Credit 115 CRISIL BB-/Negative/Issuer Not Cooperating Letter of credit & Bank Guarantee 325 CRISIL A4+
Letter of credit & Bank Guarantee 237 CRISIL A4+/Issuer Not Cooperating -- 0 --
Letter of credit & Bank Guarantee 88 CRISIL A4+/Issuer Not Cooperating(Notice of Withdrawal) -- 0 --
Cash Credit 5 Withdrawal -- 0 --
Total 470 -- Total 470 --
Links to related criteria
CRISILs Approach to Financial Ratios
CRISILs Bank Loan Ratings - process, scale and default recognition
Framework for Assessing Information Adequacy Risk
Rating criteria for manufaturing and service sector companies
Rating Criteria for Consumer Durable Industry
Criteria for rating Short-Term Debt (including Commercial Paper)

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