Rating Rationale
July 24, 2017 | Mumbai
Orient Bell Limited
Ratings upgraded to 'CRISIL A-/Stable/CRISIL A2+'
 
Rating Action
Total Bank Loan Facilities Rated Rs.236.15 Crore
Long Term Rating CRISIL A-/Stable (Upgraded from 'CRISIL BBB+/Positive')
Short Term Rating CRISIL A2+ (Upgraded from 'CRISIL A2')
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has upgraded its ratings on the bank facilities of Orient Bell Limited (OBL) to 'CRISIL A-/Stable/CRISIL A2+' from 'CRISIL BBB+/Positive/CRISIL A2'.
 
The upgrade reflects expected improvement in business risk profile and financial risk profile over the near term. Company's operating profitability has increased to 8.4 per cent in fiscal 2017 from 6.9 per cent in fiscal 2016, despite decline in top line, due to management's conscious stance on focusing on margins rather than sales volume along with benefit from lower gas prices. Margins are expected to sustain due to management focus on value added times and lower gas prices. Though volume is expected to be impacted in first half of 2017 due to GST implementation, CRISIL expects volume to pick-up from second half onwards.
 
Efficient working capital management led to reduction in debt and stronger debt protection metrics; interest coverage ratio improved to 4.21 times in fiscal 2017 from 2.56 times in fiscal 2016. Further, due to infusion of funds due to sale of shares held in Orient Bell Holding Trust along with prudent working capital management and low capital expenditure requirement, financial risk profile is expected to improve further.
 
The ratings reflect OBL's established market position in the tiles industry, established distribution network, diversified geographical and customer base, and comfortable financial risk profile. These strengths are partially offset by cyclicality in the end-user real estate segment, intensifying competition, and volatility in raw material prices.

Analytical Approach

Unsecured loans of Rs 15 crore have been treated as neither debt nor equity as these are subordinate to bank debt, are from promoters, and are expected to remain in business over the medium term.

Key Rating Drivers & Detailed Description
Strengths
* Established market position in the domestic tiles industry: With capacity of 29 million square metres, OBL is one of the top organised tiles players in India. After acquisition of Bell Ceramic Ltd in 2010, it has become a pan-India player with plants in the northern, southern, and western regions.
 
* Diversified geographical and customer bases: Customer base is diversified and includes both dealers and institutional buyers. Though share of institutional sales is modest, it favours the company as institutional sales are prone to stretch in working capital cycle. Also, presence of over 4000 dealers minimises customer concentration risk.
 
* Above-average financial risk profile: Gearing was comfortable at 0.62 time as on March 31, 2017, due to efficient working capital management. Also, debt protection metrics were robust, with interest coverage and net cash accrual to total debt (NCATD) ratios of 4.21 times and 0.32 time, respectively, for fiscal 2017. Gearing is expected to remain below 0.50 times with interest coverage and NCATD at around 5.5 and 0.80 times respectively over the medium term.
 
Weaknesses
* Vulnerability to demand from end-user industry: Fortunes of the tiles industry are primarily driven by the real estate market and economic scenario. In fiscal 2009, the industry witnessed lower growth of 5.8% compared to an average of 15% in the previous three years, due to slowdown in the real estate market. OBL will remain susceptible to cyclicality in demand from the real estate segment.
 
* Exposure to intensifying competition: The ceramic tiles industry is expected to remain intensely competitive as the unorganised sector accounts for half of total market share. Also, in the organised segment, where OBL has a market share of around 10%, it has to compete with reputed brands such as Kajaria Ceramics Ltd, Nitco Ltd, Somany Ceramics Ltd (rated 'CRISIL AA-/Stable/CRISIL A1+), and HR Johnson India.
 
* Volatility in raw material prices. Raw materials such as different types of clays, feldspar, silica, kaolin, and carbonates comprise 50-60% of total cost of sales, while gas and power costs comprise 20-25%. Prices of raw material and natural gas had increased till fiscal 2016. However, there has been a decline in gas prices since the second-half of fiscal 2016. Due to intense competition, it has been difficult for ceramic players to pass on input price increases to customers. Any adverse fluctuation in raw material prices will affect business risk profile.
Outlook: Stable

CRISIL believes OBL will continue to benefit over the medium term from its established market position and comfortable financial risk profile. The outlook may be revised to 'Positive' in case of substantial improvement in revenue and operating profitability, while maintaining financial risk profile and working capital cycle. The outlook may be revised to 'Negative' if low cash accrual, deterioration in working capital management, or any large capex weakens financial risk profile.

About the Company

OBL (formerly, Orient Ceramics and Industries Ltd) is a public limited company listed on the Bombay Stock Exchange and National Stock Exchange and promoted by Daga family. It manufactures and markets glazed ceramic wall, floor, and vitrified tiles under the 'Orient Bell' brand across India. Facilities are in Sikanderabad, Uttar Pradesh; Dora, Gujarat; and Hoskote, Karnataka.
 
Profit after tax was Rs 11.04 crore on an operating income of Rs 653.57 crore in fiscal 2017, against Rs 7.13 crore and Rs 703.32 crore, respectively, in the previous fiscal.

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 & Working Capital demand loan NA NA NA 107.0 CRISIL A-/Stable
NA Letter of credit & Bank Guarantee NA NA NA 80.0 CRISIL A2+
NA Proposed Long Term Bank Loan Facility NA NA NA 19.23 CRISIL A-/Stable
NA Term Loan NA NA Mar-2022 29.92 CRISIL A-/Stable
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  156.15  CRISIL A-/Stable    No Rating Change  16-09-16  CRISIL BBB+/Positive  13-04-15  CRISIL BBB+/Stable  23-01-14  CRISIL BBB+/Negative  CRISIL BBB+/Stable 
Non Fund-based Bank Facilities  LT/ST  80  CRISIL A2+    No Rating Change    No Rating Change    No Rating Change    No Rating Change  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 & Working Capital demand loan 107 CRISIL A-/Stable Cash Credit & Working Capital demand loan 107 CRISIL BBB+/Positive
Letter of credit & Bank Guarantee 80 CRISIL A2+ Letter of credit & Bank Guarantee 80 CRISIL A2
Proposed Long Term Bank Loan Facility 19.23 CRISIL A-/Stable Proposed Long Term Bank Loan Facility 18.58 CRISIL BBB+/Positive
Term Loan 29.92 CRISIL A-/Stable Term Loan 30.57 CRISIL BBB+/Positive
Total 236.15 -- Total 236.15 --
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 Construction Industry
Criteria for rating Short-Term Debt (including Commercial Paper)

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