Rating Rationale
March 09, 2017 | Mumbai
MIRC Electronics Limited
Issuer not cooperating, based on best-available information; Ratings removed from 'Notice of Withdrawal'
 
Rating Action
Total Bank Loan Facilities Rated Rs.470 Crore
Long Term Rating CRISIL BB-/Negative (Issuer not Cooperating and Removed from 'Notice of Withdrawal'; Rating reaffirmed)*
Short Term Rating CRISIL A4+ (Issuer not Cooperating and Removed from 'Notice of Withdrawal'; Rating reaffirmed)*
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 Limited (MIRC) for getting information. Despite several emails and calls, the company has not submitted any information. CRISIL had, through its letter dated February 07, 2017 and February 20, 2017, informed the company of the extant guidelines and requested for cooperation. However, the issuer has continued to be non-cooperative.

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+'. Furthermore, the ratings have been removed from 'Notice of Withdrawal' in line with CRISIL's revised withdrawal policy for bank loan ratings.
 
The ratings reflect MIRC's weak operating performance in the form of sustained net losses and weak financial risk profile because of large working capital requirement. The operating performance has shown signs of turnaround in fiscal 2017, with the operating margin increasing to 3.3% for the nine months ended December 31, 2016, on a standalone basis, against -1.4% for the previous corresponding period. However, profitability and revenue growth are likely to remain under pressure over the medium term given MIRC's declining market share and adverse impact of demonetisation of Rs 500 and Rs 1000 currency notes, especially in Tier-2 and Tier-3 cities.

Key Rating Drivers & Detailed Description
Strengths
* Diverse revenue profile: MIRC has a diversified product portfolio in the consumer durables segment, with presence in the television (TV), air conditioner (AC), and washing machine segments, among others. The diversified product profile cushions MIRC against the impact of a downtrend in any particular product category.
 
* Extensive experience of promoters: MIRC's promoters, Mr LG Mirchandani and Mr Vijay Mansukhani, have over three decades of experience in the consumer durables sector. Both the promoters have experience in managing the business through the enhancement of existing growth areas and developing potential opportunities.
 
Weaknesses
* Below-average financial risk profile: Financial risk profile is subdued, reflected in high gearing of 1.5 times as on March 31, 2016, and weak debt protection metrics. The financial risk profile is expected to remain constrained over the medium term due to sizeable working capital debt and strained operating profitability. 
 
* Susceptibility to volatility in input prices and foreign exchange rates:  Raw material costs and purchase of goods for trading usually account for 75% of sales for MIRC. Furthermore, around 80% of material requirement is met through imports, making the profitability vulnerable to fluctuations in foreign exchange rates. Low profitability is on account of inability to pass on price 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+'), and Sony India Pvt Ltd ('CRISIL AA/Stable'), among others. Intense competition will continue to constrain 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 will likely be 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 leads to deterioration in 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 145 CRISIL BB-/Negative (Issuer Not Cooperating)
NA Letter of Credit & Bank Guarantee NA NA NA 325 CRISIL A4+ (Issuer Not Cooperating)
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  145  CRISIL BB-/Negative (Issuer Not Co-operating)*    No Rating Change  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 Co-operating)*    No Rating Change    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 145 CRISIL BB-/Negative/Issuer Not Cooperating Cash Credit 145 CRISIL BB-/Negative(Notice of Withdrawal)
Letter of credit & Bank Guarantee 325 CRISIL A4+/Issuer Not Cooperating Letter of credit & Bank Guarantee 325 CRISIL A4+(Notice of Withdrawal)
-- 0 -- Proposed Cash Credit Limit 5 Withdrawal
-- 0 -- Proposed Letter of Credit & Bank Guarantee 285 Withdrawal
-- 0 -- Proposed Short Term Bank Loan Facility 140 Withdrawal
-- 0 -- Proposed Term Loan 175 Withdrawal
Total 470 -- Total 1075 --
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 Consumer Durable Industry
Criteria for rating Short-Term Debt (including Commercial Paper)

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