Rating Rationale
September 22, 2021 | Mumbai
Marico Limited
Rated amount enhanced
 
Rating Action
Total Bank Loan Facilities RatedRs.652 Crore (Enhanced from Rs.595 Crore)
Long Term RatingCRISIL AAA/Stable (Reaffirmed)
Short Term RatingCRISIL A1+ (Reaffirmed)
1 crore = 10 million
Refer to Annexure for Details of Instruments & Bank Facilities

Detailed Rationale

CRISIL Ratings has reaffirmed its 'CRISIL AAA/Stable/CRISIL A1+' ratings on the bank facilities of Marico Limited (Marico).

 

The ratings continue to reflect Marico’s leading position across product categories, improving revenue diversity, healthy operating efficiency, and a robust financial risk profile. These strengths are partially offset by the susceptibility of the operating margin to competition and to volatility in raw material price.

 

Revenue growth for Marico in fiscal 2022 is likely to be supported by recovery in urban demand, sustained performance across its core portfolios of Parachute Coconut Oil, Saffola Edible Oils, Value Added Hair Oils and Saffola Oats, recovery in international markets, better distribution strategy and launches in the Foods category. Despite supply chain related disruption in early fiscal 2021, the company reported healthy growth of 10%, supported by strong growth in Saffola Edible Oils, Foods and Parachute Coconut Oil segments and price hikes in the key portfolios to counter the steep input cost inflation during the year. Operating margin is expected to sustain in the range of 19-21% supported by cost control measures, calibrated price hikes to offset the commodity inflation, while continuing to actively invest in brand building across the core and new franchises.

 

Financial risk profile has been healthy, with cash surpluses of over Rs 1300 crore, gearing of 0.14 times and largely unutilised working capital lines. The company is expected to have minimal debt of ~150 crore which is majorly short term debt to fund its working capital requirements. Company’s surplus cash may partly be used to enhance in-house capacities and support new product and category launches, besides possible mid-sized acquisitions.

Analytical Approach

For arriving at its ratings, CRISIL Ratings has combined the business and financial risk profiles of Marico and all its direct and wholly owned subsidiaries, collectively referred to herein as Marico, as they are all involved in the same business. CRISIL Ratings has also amortised the goodwill on overseas acquisitions (for International Consumer Products Corporation, Vietnam; Rs 221 crore starting from fiscal 2011 and Rs 236 crore from fiscal 2015) over a period of five fiscals.

 

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

Leading position across product categories and improving product diversity

The company has a leading position in the branded coconut oil market in India. Its brands, Parachute, Nihar Naturals and Oil of Malabar are well reputed, with an overall volume market share of around 61% (for year ending March 31, 2021).

 

Marico has been able to maintain the market leadership of its Saffola brand in the super premium refined edible oil in consumer packs segment, with a market share of 81%as on March 31, 2021. The market share continued to rise across key product categories such as coconut oil, value-added hair oils and super premium refined edible oil in consumer packs during fiscal 2021.

 

The Company has 100% stake (up from 45% stake as on March 2020) in Beardo of Zed Lifestyle (men's grooming salon brand). The Company plans to build a digital portfolio of at least three Rs. 100 crore plus brands by fiscal 2024 and has announced strategic investment in the brand Just Herbs in line with its expansion strategy. The benefits of these acquisitions or new launches will accrue over time and thus gradually reduce dependency on core categories. Contribution of coconut oil and refined edible oil portfolio in the India business reduced to 62% in fiscal 2021 from 72% in fiscal 2012 and may further drop going forward due to higher focus on other product categories.

 

Despite the impact of the pandemic, sales from overseas operations has remained intact owing to established market position, as indicated by the company’s presence in: the coconut oil and hair-care segments in Bangladesh, the hair-care segment in the Middle East and North Africa, the male grooming and ethnic foods segment in South-East Asia, and the ethnic hair-care and healthcare segments in South Africa. Healthy growth in key markets such as Bangladesh helped sustain the share of international business to total revenue at 22-23% over the last three fiscals, despite headwinds in other markets.

 

Healthy operating efficiency

Return on capital employed was a robust 55% in fiscal 2021, with a strong network of 25 clearing and forwarding agents and about 7,300 stockist and distributors providing a retail reach of about 53 lakh outlets in India and direct reach of nearly 10 lakh outlets. Expected increase in rural reach and focus on direct reach and modern trade (including ecommerce) will help sustain healthy volume growth in the future. The Company has maintained profitability despite volatility in raw material prices driven by controlled costs, pan India distribution network and strong pricing power.

 

Healthy financial risk profile

The financial risk profile should continue to be supported by strong cash-generating ability, and low debt, translating into robust credit metrics. Efficient working capital management and moderate capex intensity, has allowed the company to make few acquisitions without denting its credit metrics, and also shore up its liquidity robust levels to ~Rs.1490 crore as on March 2021.

 

While focusing on organic growth, the company will remain opportunistic with respect to acquisitions as it pursues growth. However, due to strong liquidity, moderate-sized acquisitions can be accommodated without material impact on key credit metrics. Any sizeable, debt-funded acquisition will remain a key monitorable.

 

Weaknesses

Exposure to intense competition in the fast moving consumer goods (FMCG) industry

Intense competition has reduced the ability of players to pass on any increase in raw material prices. While Marico has fairly been able to maintain its position and pricing in the industry, competitive intensity will continue to be high with new product launches from other large players, especially in the premium segment.

 

Susceptibility of profitability to fluctuations in raw material prices 

The cost of key raw materials, copra, safflower, rice bran and liquid paraffin and polymers, account for more than 50% of sales. Their prices depend on geo-climatic conditions, international prices, and the domestic demand-supply situation. Hence, the operating margin is partially susceptible to fluctuations in raw material prices.

 

Despite significant variation in these prices over the past three fiscals, operating margin was sustained at 18-20%, supported by the market leadership in major segments. A focus on cost efficiencies and its continued price leadership should help mitigate the impact of volatility in raw material prices on profitability.

Liquidity: Superior

Marico has robust liquidity, supported by cash surpluses of over 1200 crore as on March 31, 2021, and minimally utilised bank limit. Further, cash generation is healthy at over Rs 200-400 crore annually. Cash equivalents are largely invested in debt mutual funds and bank deposits.

Outlook: Stable

Marico’s business risk profile should continue to be strong, supported by its established market position in various product categories. Financial risk profile is also likely to remain healthy, aided by strong cash accrual and a comfortable capital structure.

Rating Sensitivity Factors

Downward Factors

  • Significant erosion in Marico’s market share by 10% in key product segments, and decline in operating margin to below 15%
  • Any large, debt-funded capex/acquisition

About the Company

Marico, incorporated in 1988, is a prominent FMCG company, with diverse product portfolio including coconut oil, hair oils, premium refined edible oils in consumer packs, premium hair care, healthy foods and male grooming in India. The company also has presence in the hair care, healthcare and male grooming segments in Bangladesh, the Middle East, North Africa, South-east Asia, and South Africa. Currently, the promoter group, Mr. Mariwala and his family members, owns about 60% stake in Marico.

 

For the Q1 of fiscal 2022, Marico reported Rs 2525 crore in revenue (Rs 1925 crore in Q1 of fiscal 2021) and recurring PAT of Rs 356 crore (Rs 331 crore for Q1 of fiscal 2021). 

Key Financial Indicators - CRISIL Ratings adjusted financials 

Particulars for fiscal

Unit

2021

2020

Revenue

Rs.Crore

8048

7315

Adjusted profit after tax (PAT)

Rs.Crore

1162

1043

PAT margins

%

14.4%

14.3%

Adjusted debt/adjusted networth

Times

0.14

0.15

Interest coverage

Times

48.79

31.14

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

Cash Credit & Working Capital Demand Loan*

NA

NA

NA

321

NA

CRISIL AAA/Stable

NA

Letter of credit & Bank Guarantee

NA

NA

NA

280

NA

CRISIL A1+

NA

Proposed Long Term Bank Loan Facility

NA

NA

NA

51

NA

CRISIL AAA/Stable

*Working capital demand loan

Annexure - List of Entities Consolidated

Name of Entities Consolidated

Extent of Consolidation

Rationale for Consolidation

Marico Bangladesh Ltd

90%

Subsidiary

Marico Middle East FZE

100%

Subsidiary

MEL Consumer Care SAE

100%

Subsidiary

Egyptian American Company for Investment and Industrial Development SAE

100%

Subsidiary

Marico South Africa (Pty) Ltd

100%

Subsidiary

Marico South Africa Consumer Care (Pty) Ltd

100%

Subsidiary

Marico Egypt for industries

100%

Subsidiary

Marico for Consumer Care Products SAE

100%

Subsidiary

Marico Malaysia Sdn Bhd

100%

Subsidiary

Marico South  East Asia Corporation

100%

Subsidiary

Zed Lifestyle Pvt Ltd

100%

Subsidiary

Halite Prsonal Care India Pvt Ltd

100%

Subsidiary

Marico Innovation Foundation

NA

Subsidiary

 

Annexure - Rating History for last 3 Years
  Current 2021 (History) 2020  2019  2018  Start of 2018
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Fund Based Facilities LT 372.0 CRISIL AAA/Stable 19-08-21 CRISIL AAA/Stable 06-08-20 CRISIL AAA/Stable 10-06-19 CRISIL AAA/Stable 10-05-18 CRISIL AA+/Positive CRISIL AA+/Positive
      --   -- 25-06-20 CRISIL AAA/Stable 24-05-19 CRISIL AAA/Stable 26-04-18 CRISIL AA+/Positive --
Non-Fund Based Facilities ST 280.0 CRISIL A1+ 19-08-21 CRISIL A1+ 06-08-20 CRISIL A1+ 10-06-19 CRISIL A1+ 10-05-18 CRISIL A1+ CRISIL A1+
      --   -- 25-06-20 CRISIL A1+ 24-05-19 CRISIL A1+ 26-04-18 CRISIL A1+ --
Commercial Paper ST   --   --   --   -- 10-05-18 Withdrawn CRISIL A1+
      --   --   --   -- 26-04-18 CRISIL A1+ --
All amounts are in Rs.Cr.
Annexure - Details of Bank Lenders & Facilities
Facility Amount (Rs.Crore) Name of Lender Rating
Cash Credit & Working Capital Demand Loan* 10 ICICI Bank Limited CRISIL AAA/Stable
Cash Credit & Working Capital Demand Loan* 10 Axis Bank Limited CRISIL AAA/Stable

Cash Credit & Working Capital Demand Loan*

100 The Hongkong and Shanghai Banking Corporation Limited CRISIL AAA/Stable
Cash Credit & Working Capital Demand Loan* 1 State Bank of India CRISIL AAA/Stable
Cash Credit & Working Capital Demand Loan* 50 Standard Chartered Bank Limited CRISIL AAA/Stable
Cash Credit & Working Capital Demand Loan* 100 Citibank N. A. CRISIL AAA/Stable
Cash Credit & Working Capital Demand Loan* 50 HDFC Bank Limited CRISIL AAA/Stable
Letter of credit & Bank Guarantee 50 HDFC Bank Limited CRISIL A1+
Letter of credit & Bank Guarantee 90 ICICI Bank Limited CRISIL A1+
Letter of credit & Bank Guarantee 33 Axis Bank Limited CRISIL A1+
Letter of credit & Bank Guarantee 50 Standard Chartered Bank Limited CRISIL A1+
Letter of credit & Bank Guarantee 57 Axis Bank Limited CRISIL A1+
Proposed Long Term Bank Loan Facility 51 Not Applicable CRISIL AAA/Stable

This Annexure has been updated on 22-Sep-2021 in line with the lender-wise facility details as on 22-Sep-2021 received from the rated entity

*Working capital demand loan

 

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 Fast Moving Consumer Goods Industry
CRISILs Criteria for rating short term debt
CRISILs Criteria for Consolidation

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