Rating Rationale
September 11, 2020 | Mumbai
Orient Bell Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.236.15 Crore
Long Term Rating CRISIL A-/Negative (Reaffirmed)
Short Term Rating CRISIL A2+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its 'CRISIL A-/Negative/CRISIL A2+' ratings on the bank facilities of Orient Bell Limited (OBL).
 
The ratings continue to reflect the company's established market position in the tiles industry, its diversified geographical reach and clientele, and comfortable financial risk profile. These strengths are partially offset by vulnerability to cyclicality in the end-user real estate industry and to fluctuations in gas and raw material prices, and exposure to intense competition.
 
The ratings take cognizance of the impact of the government measures, including a nationwide lockdown from March 25, 2020, to contain the spread of Covid-19 and the subsequent economic slowdown, on the company business risk profile. Partial easing of the lockdown measures from June 8, 2020, should limit the impact, with performance expected to recover in the second half of fiscal 2021.

Analytical Approach

Unsecured loan (Rs 15 crore as on March 31, 2020) extended by the promoters has been treated as neither debt nor equity as the loan is subordinated to bank debt and may remain in the business over the medium term.

Key Rating Drivers & Detailed Description
Strengths
* Established market position
With capacity of 29 million square meters, OBL is one of the leading organised tiles manufacturers 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. OBL is focused on improving its brand presence across India and has thus increased the budget for marketing and branding spends.
 
* Diversified geographical reach and clientele
Clientele is varied, comprising institutional buyers and over 4,000 dealers across the country. Thus, revenue and profitability remain insulated from adverse fluctuations in the preferences of any particular customer or region. 
 
* Comfortable financial risk profile
Gearing was healthy at 0.15 time as on March 31, 2020, driven by low debt at around Rs 36.16 crore as on March 31, 2020 and further got reduced to Rs 29 crore as on June 30, 2020. Interest coverage and net cash accrual to total debt ratios were 3.37 times and 0.72 time, respectively, in fiscal 2020 and are projected at 5.4-8.5 times and 0.6-1.1 time, respectively, over the medium term. The financial risk profile should remain adequate, supported by prudent working capital management leading to low debt.
 
Weaknesses
* Vulnerability to cyclicality in the end-user industry
The ceramic tiles industry reported a decline in fiscals 2019 and 2020 due to slowdown in the real estate market. OBL's turnover fell 18% to Rs 582.99 crore in fiscal 2019 and to Rs 501.81 crore in fiscal 2020 on account of the Covid-19 pandemic and the economic slowdown. Dependence on the real estate market should continue to constrain the business risk profile.
 
* Exposure to intense competition
Intense competition from the unorganised sector and reputed brands of companies such as Kajaria Ceramics Ltd, Nitco Ltd, Somany Ceramics Ltd, and HR Johnson India may continue to restrict scalability and limit pricing power, thereby constraining profitability.
 
* Susceptibility to fluctuations in gas and raw material prices
Raw materials (different types of clays, feldspar, silica, kaolin and carbonates) comprise 50-60% of total operating cost, while gas and power costs comprise 20-25%. Hence, even a slight variation in input prices will drastically impact profitability, as seen in fiscal 2018, when increase in gas prices led to a fall in operating margin to 7.3% from 8.4% in fiscal 2017.
Liquidity Strong

Expected net cash accrual of Rs 17.5 crore and Rs 26.5 crore will be sufficient to meet debt obligation of Rs 11.8 crore and Rs 9.03 crore in fiscals 2021 and 2022, respectively. Bank limit utilisation averaged 6% over the 12 months through July 2020. Current ratio was 1.67 times as on March 31, 2020.

Outlook: Negative

CRISIL believes OBL's revenue and operating margin will remain under pressure over the medium term due to weakened demand.
 
Rating Sensitivity Factors
Upward Factors
* Increase in operating income by more than 20% and in operating margin by 250 basis points
* Reduction in the working capital cycle
 
Downward Factors
* Decline in operating income by more than 20%
* Fall in operating profitability by 200 basis points
* Larger-than-expected, debt-funded capital expenditure, weakening the 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 Mr. Daga and his family members. It manufactures glazed ceramic wall, floor, and vitrified tiles under the Orient Bell brand. Facilities are in at Sikanderabad in Uttar Pradesh, Dora in Gujarat, and Hoskote in Karnataka.

Key Financial Indicators
Particulars Unit 2020 2019
Revenue Rs.Crore 501.81 582.99
Profit After Tax (PAT) Rs.Crore 6.22 8.90
PAT Margin % 1.24 1.53
Adjusted debt/adjusted networth Times 0.15 0.37
Interest coverage Times 3.4 4.3

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.Cr) Complexity level Rating assigned with outlook
NA Letter of credit & Bank Guarantee NA NA NA 80 NA CRISIL A2+
NA Long Term Loan NA NA Mar-2023 49.15 NA CRISIL A-/Negative
NA Working Capital Facility NA NA NA 107 NA CRISIL A-/Negative
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  156.15  CRISIL A-/Negative      26-11-19  CRISIL A-/Negative  07-08-18  CRISIL A-/Stable  24-07-17  CRISIL A-/Stable  CRISIL BBB+/Positive 
                30-07-18  CRISIL A-/Stable       
Non Fund-based Bank Facilities  LT/ST  80.00  CRISIL A2+      26-11-19  CRISIL A2+  07-08-18  CRISIL A2+  24-07-17  CRISIL A2+  CRISIL A2 
                30-07-18  CRISIL A2+       
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
Letter of credit & Bank Guarantee 80 CRISIL A2+ Letter of credit & Bank Guarantee 80 CRISIL A2+
Long Term Loan 49.15 CRISIL A-/Negative Long Term Loan 49.15 CRISIL A-/Negative
Working Capital Facility 107 CRISIL A-/Negative Working Capital Facility 107 CRISIL A-/Negative
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
CRISILs Approach to Recognising Default
CRISILs Criteria for rating short term debt

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