Rating Rationale
August 07, 2020 | Mumbai
Mansha Agencies Private Limited
Rating outlook revised to 'Negative', rating reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.40 Crore
Long Term Rating CRISIL BBB/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 Mansha Agencies Private Limited (Mansha; part of the Mansha group) to 'Negative' from 'Stable' while reaffirming the rating at 'CRISIL BBB'.
 
The outlook revision reflects expected weakening of the business risk profile as revenue in fiscal 2021 could be significantly lower due to subdued demand from the on-premise segment. The group receives 35 - 40% of its revenue from sales to the on-premise segment, comprising hotels, restaurants, bars and permit rooms. Operations have been halted on account of the Covid-19-induced lockdown. Though demand from the retail segment is likely to mitigate the impact, revenue and profitability will remain under pressure over the medium term. Revival in operations and higher occupancy in the end-user segment will be critical to growth in demand, thereby sustaining the overall revenue.
 
The rating continues to reflect the extensive experience of the promoters in the alcohol distribution business, Mansha's moderate financial risk profile and efficient working capital management. These strengths are partially offset by low profitability due to the trading business, susceptibility of profit margin to government regulations and moderate scale of operations.

Analytical Approach

For arriving at the rating, CRISIL has combined the business and financial risk profiles of Ask Agencies and Investments Pvt Ltd (AAIPL), Mansha and Honest Marketing Pvt Ltd (Honest), collectively referred to as the Mansha group, as they have significant financial and operational fungibilities and common management. 

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

Key Rating Drivers & Detailed Description
Strengths
* Extensive experience of the promoters and established relationships with suppliers:
The promoters have been in the business of alcohol distribution since 1995. The main promoters, Mr Yohan Arif Aslam Rub, Mr Bhupinder Singh, Mr Balwantsingh and Ms Harpreet Kaur, hold experience of over 25 years in this industry through their group companies. They have established strong relationships with their suppliers. The company's services across the value chain of distribution will support its business risk profile over the medium term. The group is the sole distributor for brands of Diageo India Pvt Ltd (DIPL). DIPL has brands such as Smirnoff, Vat 69, Johnny Walker, Blue Label, and Black and White. The group is also a distributor for Moet Hennessy and Allied Blenders and Distillers Pvt Ltd. The group's revenue growth is linked to the market position of these brands in the region, while the risk of supplier concentration is mitigated by its strong relationships with principal suppliers.

* Moderate financial risk profile:
The financial risk profile is supported by moderate networth and comfortable gearing and average debt protection metrics. Networth is estimated at Rs 88 crore as on March 31, 2020. Consequently, gearing and total outside liabilities to tangible networth ratio are estimated at 0.9 time and 1.18 times, respectively, as on March 31, 2020. Debt protection metrics are average, with interest coverage and net cash accrual to adjusted debt ratio estimated at 2.41 times and 0.1 time, respectively, for fiscal 2020. The debt protection metrics are likely to moderate over the medium term given the pressure on profitability and will remain a key monitorable.

* Moderate working capital cycle:
The Group has a moderate working capital cycle as reflected in its gross current assets (GCA) of 100 - 110 days as on March 31, 2020, driven by receivables of 60 days and inventory of 45 days. This led to moderate return on capital employed, estimated at 14% in fiscal 2020.

Weaknesses
* Low profitability due to trading business and susceptibility of profit margin to government regulations:

Operations are geographically concentrated in Maharashtra. The business risk profile remains exposed to changes in local demand-supply dynamics and political or competitive conditions. Moreover, the company faces intense competition from breweries and spirits traders of other brands in the region. Further, on account of the trading business, operating margin was low at 3-5%.
 
Also, government regulations and taxes impact the pricing of products to a greater extent. Retail and distribution is strictly controlled by the government. Heavy taxes are levied on liquor products in India, which could make the end users switch to cheaper brands; this could affect the revenue of the company.

* Moderate scale of operations:
Revenue is estimated at Rs 245 crore in fiscal 2020 reflecting the moderate scale of operations, which limits Mansha's ability to benefit from economies of scale. Competition is intense because of low entry barriers. However, on a group level, revenue of Rs 500 crore supports the business risk profile of the group.
Liquidity Adequate

The fund-based working capital limit was moderately utilised at 81% on average over the 12 months through June 2020. Cash accrual is expected above Rs 5.3 crore each against yearly debt obligation of Rs 1.21 crore in fiscals 2021 and 2022. Current ratio is estimated to be moderate at 1.5 times as on March 31, 2020.

Outlook: Negative

CRISIL believes Mansha's revenue and profitability will be constrained over the medium term due to subdued demand.

Rating Sensitivity Factors
Upward factors
* Strengthening of the business risk profile, driven by growth in revenue and stable profitability, leading to higher cash accrual above Rs 8 crore
* Improvement in the financial risk profile, especially the debt protection metrics

Downward factors
* Large, debt-funded capital expenditure or stretch in working capital cycle
* Higher-than-expected decline in revenue or profitability, weakening the debt protection metrics, with interest coverage at less than 1.6 times.

About the Group

Incorporated in 1995, AAIPL is promoted by Mr Yohan Aslam, Mr Bhupinder Singh and Ms Harpreet Kaur. It is a distributor of imported premium alcoholic beverages (alcobevs) across the country. Similarly, Mansha is the distributor of domestically procured alcobevs in Mumbai and Goa, and Honest is in a similar business in Nashik.

Key Financial Indicators
As on/for the period ended March 31 Unit 2019 2018
Operating income Rs crore 470.06 459.53
Reported profit after tax (PAT) Rs crore 10.73 12.64
PAT margin % 2.3 2.8
Adjusted debt/adjusted networth Times 0.96 0.93
Interest coverage Times 3.2 4.4

Any other information: Not applicable

Note on complexity levels of the rated instrument:
CRISIL complexity levels are assigned to various types of financial instruments and are included (where applicable) in the Annexure -- Details of Instrument in this Rating Rationale. For more details on the CRISIL complexity levels, please visit www.crisil.com/complexity-levels.
Annexure - Details of Instrument(s)
ISIN Name of instrument Date of allotment Coupon rate (%) Maturity date Issue size (Rs.Crore) Complexity level Rating assigned with outlook
NA Cash Credit NA NA NA 37.5 NA CRISIL BBB/Negative
NA Term Loan NA NA Mar-2027 2.5 NA CRISIL BBB/Negative
 
Annexure - List of Entities Consolidated
Entity consolidated Extent of
consolidation
Rationale for consolidation
Mansha Agencies Pvt Ltd Full Significant operational and financial linkages
Honest Marketing Pvt Ltd Full Significant operational and financial linkages
Ask Agencies and Investments Pvt Ltd Full Significant operational and financial linkages
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  40.00  CRISIL BBB/Negative      22-07-19  CRISIL BBB/Stable          Suspended 
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 37.5 CRISIL BBB/Negative Cash Credit 32.5 CRISIL BBB/Stable
Term Loan 2.5 CRISIL BBB/Negative Corporate Loan 7.5 CRISIL BBB/Stable
Total 40 -- Total 40 --
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 Fast Moving Consumer Goods Industry
CRISILs Approach to Recognising Default
CRISILs Criteria for Consolidation
CRISILs Criteria for rating short term debt
Criteria for rating entities belonging to homogenous groups
The Rating Process
Understanding CRISILs Ratings and Rating Scales

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