Rating Rationale
August 06, 2019 | Mumbai
Sheela Foam Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.163.27 Crore
Long Term Rating CRISIL A+/Positive (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its 'CRISIL A+/Positive/CRISIL A1+' ratings on the bank facilities of Sheela Foam Limited (SFL; part of the SFL group).
 
The ratings factor in the SFL group's proposed acquisition of Interplasp SL (Interplasp), a polyurethane (PU) foam manufacturer based in Spain. For 2018, Interplasp reported revenue of EUR 32 million (Rs 247 crore) and EBITDA (earnings before interest, tax, depreciation, and amortisation) margin of 14%. The acquisition is expected to benefit the SFL group's business risk profile by giving it access to the large foam market in the European Union as well as by increasing bargaining power with suppliers of toluene di-isocyanate (TDI) and polyol as the procurement volume will rise due to common sourcing. The enterprise value for the transaction is estimated at EUR 42 million (Rs 325 crore), 50% of which is expected to be funded through debt and the rest through internal accrual. The SFL group's financial metrics should remain strong after the acquisition, supported by its healthy annual accrual and ample liquidity. Interplasp's successful integration with SFL and the consequent improvement in the business risk profile will be key monitorables over the medium term.
 
In fiscal 2019, SFL's operating margin dipped to 9.8% from 11.1% in the previous year, largely due to the higher selling cost incurred to retain market share as demand in India remained tepid. However, the price of the key raw material, TDI, has dropped significantly since the last quarter of fiscal 2019, which should enable improvement in profitability in fiscal 2020.
 
The ratings continue to reflect the SFL group's established market position, healthy revenue diversity, and strong financial risk profile. These strengths are partially offset by susceptibility to volatile input prices and intense competition across product categories.

Analytical Approach

For arriving at the ratings, CRISIL has combined the business and financial risk profiles of SFL and its subsidiaries as all the entities, collectively referred to as the SFL group, are in the same business and SFL has managerial control over all the entities.

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:
* Established market position in the PU foam market
SFL is the largest producer in the flexible slab stock PU foam and mattress segments in India, with an estimated market share of 23% in the organised market. Its brand, Sleepwell, is well established. Its wide range of products includes mattresses, pillows, cushioning material, and foams. A pan-India distribution network helps cater to both retail and business customers. Presence in the economy segment through Feather Foam and Starlite brands consolidate the market position.
 
* Healthy revenue diversity
Though mattresses continue to contribute substantially to revenue, the SFL group has a significant presence in retail and industrial foam products as well. Furthermore, presence in Australia through Joyce Foam Pty Ltd (JFPL), which is the largest player in the foam business in Australia, and now across the European Union through Interplasp, diversifies geographical presence.
 
* Strong financial risk profile
Networth is healthy and gearing low, and debt protection metrics are strong. The networth was Rs 722 crore and gearing 0.04 time as on March 31, 2019. The gearing has been below 1 time since fiscal 2015. The financial metrics should remain strong post the acquisition of Interplasp as well, with interest coverage and net cash accrual to total debt ratio expected at over 20 times and 1.5 times, respectively, over the medium term. Any large, debt-funded capital expenditure or further acquisition, which may adversely affect the capital structure and debt protection metrics, will remain key rating sensitivity factors.
 
Weaknesses:
* Susceptibility to volatile input prices
Raw material cost forms a significant portion of the total manufacturing cost (about 70%). Polyol and TDI, the major raw materials, are manufactured from by-products of crude oil, and their prices are linked to the price of crude oil as well as to demand-supply conditions. While the price of polyol has largely been stable, there was a significant upswing in the price of TDI due to a shortage from fiscals 2017 to 2019. However, the price of TDI has declined significantly since the last quarter of fiscal 2019, which will support improvement in the SFL group's profitability in fiscal 2020. While in the past, the group was able to pass on raw material price increases to consumers due to the premium position of its brand, continued ability to do so and maintain healthy profitability will be key monitorables.
 
* Intense competition across product categories
The SFL group faces intense competition from domestic players such as Kurlon Enterprises Ltd, Duroflex Pvt Ltd, and Peps Industries Pvt Ltd, as well as from unorganised players, which form around 65% of the market in India. Ability to maintain market share across a range of products in an intensely competitive market will remain a rating sensitivity factor.
Liquidity

Liquidity is strong, supported by cash balance of over Rs 200 crore and fully unutilised bank lines of Rs 85 crore as on March 31, 2019. Annual cash accrual of Rs 180-250 crore should amply cover capital expenditure, incremental working capital requirement, and debt obligation.

Outlook: Positive

CRISIL believes the SFL group's business risk profile may improve in the near term supported by its established market position and the expectation of improvement in its operating profitability. The financial risk profile will likely remain strong in the absence of any large, debt-funded capex/investment.
 
Upside scenario:
* Successful integration with Interplasp and consequent improvement in revenue growth and profitability
 
Downside scenario:
* Significantly lower-than-expected operating profitability and revenue growth
* Weakening of capital structure due to large, debt-funded capital expenditure or acquisition

About the Group

SFL, promoted by the late Ms Sheela Gautam, commenced commercial production of PU foam in 1971 at its factory in Sahibabad, Uttar Pradesh. It currently has 10 PU foam-manufacturing units, with combined capacity of 123,000 tonne per annum across India. The company sells foam, coir, and spring mattresses under the Sleepwell brand and other non-mattress foam products under the Feather Foam brand.
 
JFPL, acquired by SFL in 2005, is the largest player in the PU foam business in Australia. It manufactures polyester, and reticulated, viscoelastic, and memory foam, which it sells to furniture and automobile seat manufacturers, and to the bedding industry.
 
In December 2016, SFL successfully completed its initial public offering (IPO) wherein promoters diluted 14.32% stake in the company. The shares on sale were offloaded by Polyflex Marketing Ltd, a company held by the promoters. Currently, the promoters hold 75%.
 
In July 2019, SFL announced the acquisition of Interplasp. Established in 1987, Interplasp specialises in the manufacture of flexible PU foams, and mainly supplies to mattress and furniture manufacturers in Spain. It also markets to mattress manufacturers in Portugal and foam convertors in Morocco. It has a single facility with a capacity of 22,000 tpa.

Key Financial Indicators (Consolidated; CRISIL-adjusted figures)
Particulars Unit 2019^ 2018^
Revenue Rs crore 2,177 2,008
Profit after tax Rs crore 134 134
PAT margin % 6.1 6.7
Adjusted debt/Adjusted networth Times 0.04 0.08
Interest coverage Times 24.1 27.3
^Actual

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 85 CRISIL A+/Positive
NA Bank Guarantee NA NA NA 5 CRISIL A1+
NA Letter of Credit NA NA NA 20 CRISIL A1+
NA Proposed Long Term
Bank Loan Facility
NA NA NA 53.27 CRISIL A+/Positive
 
Annexure - List of entities consolidated
Name of entities Extent of consolidation Rationale for consolidation
Joyce Foam Pty Ltd Full Strong managerial, operational, and financial linkages
Divya Software Solutions Pvt Ltd Full Strong managerial, operational, and financial linkages
Sleepwell Enterprises Pvt Ltd Full Strong managerial, operational, and financial linkages
 
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  138.27  CRISIL A+/Positive      31-05-18  CRISIL A+/Positive  23-02-17  CRISIL A+/Stable  15-03-16  CRISIL A/Positive  CRISIL A-/Positive 
Non Fund-based Bank Facilities  LT/ST  25.00  CRISIL A1+      31-05-18  CRISIL A1+  23-02-17  CRISIL A1  15-03-16  CRISIL A1  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
Bank Guarantee 5 CRISIL A1+ Bank Guarantee 5 CRISIL A1+
Cash Credit 85 CRISIL A+/Positive Buyer`s Credit 52 CRISIL A+/Positive
Letter of Credit 20 CRISIL A1+ Cash Credit 48 CRISIL A+/Positive
Proposed Long Term Bank Loan Facility 53.27 CRISIL A+/Positive Letter of Credit 20 CRISIL A1+
-- 0 -- Proposed Long Term Bank Loan Facility 38.27 CRISIL A+/Positive
Total 163.27 -- Total 163.27 --
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
CRISILs Criteria for Consolidation
CRISILs Criteria for rating short term debt

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