Rating Rationale
July 26, 2019 | Mumbai
Parksons Cartamundi Private Limited
Rated amount enhanced
 
Rating Action
Total Bank Loan Facilities Rated Rs.36.08 Crore (Enhanced from Rs.24.08 Crore)
Long Term Rating CRISIL BBB/Positive (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed the rating on the long-term bank facilities of Parksons Cartamundi Private Limited (PCPL) at 'CRISIL BBB/Positive'. The rating continues to reflect PCPL's strong market position in the playing and collectible cards business in India and its moderate, but steadily improving financial risk profile and strong operational and financial support it receives from its JV Parent. These strengths are partially offset by PCPL's susceptibility to competition from the unorganized sector.
 
CRISIL had revised its rating outlook on the facilities of PCPL to 'Positive' from 'Stable' while reaffirming the rating at 'CRISIL BBB' vide a rating rationale released on July 23 2019.

Analytical Approach

CRISIL factors in the strength of support from parent/JV partner- Cartamundi NV- based on management articulation and demonstrated track record which is also further corroborated by the irrevocable corporate guarantee given by Cartamundi NV to PCPL. CRISIL understands that the financial statements of Cartamundi NV and other relevant information shall be made available on request, by PCPL, in future.

Key Rating Drivers & Detailed Description
Strengths:
* Established market position in the playing cards market, further accentuated by association with Cartamundi NV:
The Kejriwal family has been involved in manufacture of playing cards since the 1960s. The long-standing presence in the industry has enabled them to develop a deep understanding of the finer nuances of the playing cards segment in India and establish a diverse customer base, forge strong business relationships and set up a sound marketing network. Moreover, CRISIL believes that Cartamundi NV's association with leading toy and game manufacturers across the world will translate into growth opportunities for PCPL over the medium term, as evidenced by the growing share of collectibles and customised cards in PCPL's revenue.
 
* Moderate, but steadily improving, financial risk profile:
PCPL has a healthy net worth of Rs 33 cr as at March 31, 2019, which offers it reasonable cushion in the event of exigencies. It has increased from Rs 27 cr as at March 2016 due to improved profitability. The company's capital structure is characterized by low gearing level of 0.4 times and comfortable by total outside liabilities to tangible net worth (TOLTNW) ratio of 0.74 times as at March 31, 2019, which has improved from 1.1 times as at March 2016. The debt protection metrics of the company, marked by Interest coverage and net cash accruals to total debt (NCATD) of 3.44 times and 0.54 times respectively, for fiscal 2019, are modest but are expected to remain at similar levels, along with the overall financial risk profile of the company in the medium term, despite of the debt-funded capital expenditure plans. They have also improved from 1.4 times and 0.08 time respectively fin FY 16.
 
Weaknesses:
* Susceptibility to competition from the unorganized sector:
The playing cards industry is intensely competitive given the large number of unorganized players because of low entry and exit barriers. Intense competition results in weak bargaining power with customers, as reflected in moderate operating margins. The margin is also susceptible to fluctuations in raw material prices. Inability to immediately pass on any sharp increase in raw material prices to customers impacts the operating margins because of severe competition. CRISIL believes PCPL's operating margins will remain stable over the medium term supported by increased utilization of new plant and potential diversification opportunities.
Liquidity

The liquidity of the company is adequate marked by sufficient expected accruals of Rs 6 ' 8 cr in the medium term against the repayment obligations of Rs 1.2 cr. Additionally, with the recently enhanced bank lines providing cushion, the bank line utilization was at a moderate 74% in the past 23 months ending May 2019. The current ratio was at a modest 1.23 times as on March 31 2019 though. 

Outlook: Positive

CRISIL believes PCPL's credit risk profile will benefit over the medium term from its association with Cartamundi NV and strong market position.
 
Upside scenario: 
The ratings may be upgraded if the group registers a better-than-anticipated revenue growth along with sustenance of operating profitability driven by adequate ramp up in sales from enhanced capacities and a sustained comfortable financial risk profile.
 
Downside scenario: 
Conversely, the outlook may be revised to 'Stable' if there is a lower-than-expected operating performance, weakening in financial risk profile because of higher than anticipated debt funded capex or stretched working capital cycle or weakening of credit profile of the JV partner Cartamundi NV.

About the Company

PCPL (formerly, Parksons Games & Sports), is a joint-venture between Belgium-based Cartamundi NV and Mumbai-based Kejriwal family. Cartamundi NV manufactures playing cards, collectibles and customized cards whereas Kejriwal family manages Parksons group of companies that has interests in printing and packaging in addition to the playing cards business (Parksons Packaging Private Limited, rated 'CRISIL A+/Stable/CRISIL A1'). Cartamundi NV acquired 50 per cent stake in Parksons Games & Sports in November 2010 and its name was changed to PCPL with effect from January 22, 2011. Its operations are managed by Mr. Sajjan Kejriwal. It has its manufacturing facility at Pardi, Gujarat.

Key Financial Indicators
Particulars Unit 2019 2018
Revenue Rs. Cr. 76.32 66.12
Profit After Tax Rs. Cr. 3.42 1.46
PAT margin % 4.48 2.21
Adjusted Debt/Adjusted Net worth Times 0.37 0.51
Interest coverage Times 3.44 3.33

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. Crore)
Rating Assigned
with Outlook
NA Cash Credit NA NA NA 20.52 CRISIL BBB/Positive
NA Term Loan NA NA Oct-22 2 CRISIL BBB/Positive
NA Proposed Working Capital Facility NA NA NA 13.56 CRISIL BBB/Positive
Annexure - Rating History for last 3 Years
  Current 2019 (History) 2018  2017  2016  Start of 2016
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Fund-based Bank Facilities  LT/ST  36.08  CRISIL BBB/Positive  23-07-19  CRISIL BBB/Positive  29-11-18  CRISIL BBB/Stable  28-08-17  CRISIL BBB/Stable  02-09-16  CRISIL BB/Stable  CRISIL BB/Stable 
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 20.52 CRISIL BBB/Positive Cash Credit 20.52 CRISIL BBB/Positive
Proposed Working Capital Facility 13.56 CRISIL BBB/Positive Proposed Working Capital Facility 1.56 CRISIL BBB/Positive
Term Loan 2 CRISIL BBB/Positive Term Loan 2 CRISIL BBB/Positive
Total 36.08 -- Total 24.08 --
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
Criteria for Notching up Stand Alone Ratings of Companies based on Parent Support
Mapping global scale ratings onto CRISIL scale

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