Rating Rationale
September 11, 2018 | Mumbai
Siyaram Silk Mills Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.227.69 Crore
Long Term Rating CRISIL AA-/Stable (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.100 Crore Commercial Paper CRISIL A1+ (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its ratings on the bank facilities and commercial paper programme of Siyaram Silk Mills Limited (SSML) at 'CRISIL AA-/Stable/CRISIL A1+'.

The ratings continue to reflect the group's established business profile supported by well-known brands, strong distribution network, and presence across the textile value chain. The ratings also factor in asset light outsourcing model and a strong financial risk profile because of a large networth, moderate gearing, and strong debt protection metrics. These rating strengths are partially offset by susceptibility to volatility in the price of raw material, economic downturns, and intense industry competition.

Analytical Approach

Acquired in fiscal 2018, Cadini SRL, Italy is a 100% subsidiary of SSML. CRISIL has considered the consolidated business and financial risk profiles of SSML and Cadini SRL while arriving at the rating.

SSML reports its revenue net of discounts and incentives in their annual reports and quarterly results; whereas CRISIL considers discounts and incentives as part of selling expenses, hence the revenue reported in this report is gross of discounts and incentives which are considered as selling expenses in CRISIL's analysis. 

Key Rating Drivers & Detailed Description
Strengths
* Strong business risk profile marked by established brand, strong distribution network and diversified product line: 'Siyaram' is an established brand especially in the middle income segment, the brand is recognised pan India and the distribution network spread across the country. CRISIL believes that the brand recognition and the distribution network will help SSML to improve its scale of operations while high margin products such as blended fabrics, branded apparels and garment segment will contribute towards improvement in profitability.  
 
* Strong financial risk profile: Despite the debt funded capex and elongated working capital cycle in fiscal 2018, financial risk profile continue to remain healthy.

Total outside liability to adjusted networth (TOL/ANW) increased to 1.3 times as on March 31, 2018 from 0.96 times at the end of previous fiscal due to debt funded capex and elongated working capital cycle post implementation of goods and services tax. The working capital cycle is expected to moderate over the next two quarters and there are no major debt funded capex planned over the medium term leading to lower reliance on bank borrowing. TOLANW is expected to moderate to around 1 times with debt at below Rs.450 crores over the medium term. CRISIL expects SSML to maintain strong debt protection metrics with interest coverage of over 7 times and adequate cash accruals, expected to be around Rs.150-Rs 160 crores per annum, against debt repayments of around Rs.35 crore per annum over the medium term.

* Asset light outsourcing model: The Company believes in outsourcing its manufacturing requirements which are non-critical. SSML outsources around 40% of its manufacturing capacity, this model provides the company the flexibility to adopt to market dynamics and manage its fixed costs leading to consistent profitability.

Weaknesses
* Susceptibility to volatile raw material prices and economic downturns: Revenue and profitability are exposed to economic down turns and government policies regarding cotton and volatility in crude oil prices. However, diversified product profile along with significant outsourcing of manufacturing operations will partially offset the risk involved

* Highly competitive nature of the industry
Siyaram operates in a highly fragmented industry, with competition from both the organised and unorganised players. Due to this, despite being the largest player in the segment, its market share is quite nominal, estimated at less than 5%. Its presence in the branded fabrics and garments business requires regular innovation in design to withstand competition. Thus, despite being an established brand in the market and with a presence of over three decades, the company needs to continuously invest in marketing and come up with new brands to maintain its market position. 
Outlook: Stable

CRISIL believes group's financial risk profile will be maintained over the medium term backed by increasing accretion to reserves, and controlled working capital cycle and absence of planned capex. The outlook may be revised to positive in case of substantially higher-than-expected cash accrual, led by healthy revenue growth and operating profitability and significant improvement in its working capital cycle. The outlook may be revised to 'Negative' in case of lower-than-expected revenue growth or profitability, or weakening of the financial risk profile most likely because of larger-than-expected capex or a stretched working capital cycle.

About the Group

Siyaram, incorporated in 1978 and promoted by Mr Mahabir Prasad Poddar and Mr Dhara Prasad Poddar, is a part of the Siyaram Poddar group. The company manufactures suiting and shirting fabrics, home furnishing fabrics, and garments in addition to dyeing yarn. Following the rearrangement of business amongst brothers, the Siyaram Poddar group is managed by the sons of Mr Dhara Prasad Poddar, with Mr Ramesh D Poddar as chairman and managing director.

Operations are vertically integrated, with in-house facilities for dyeing, weaving, finishing, and garmenting. The company has a diverse fabric range consisting of all blends such as polyester viscose, polyester wool, 100% cotton, cotton blends, and linen. In the fabrics division, its main brands are Siyaram's, Mistair, Featherz, and J. Hampstead. Siyaram has also launched new brands in cotton fabrics such as Moretti and Zenesis. Its ready-to-wear garments division has brands such as Oxemberg, MSD (My Style Destination), J. Hampstead, Cadini and Siya. In furnishing fabrics, it has the Casa Moda brand.

Key Financial Indicators
Particulars Unit 2018 2017
Revenue Rs crore 2424 2077
Profit After Tax (PAT) Rs crore 112 90.5
PAT Margin % 4.6 4.4
Adjusted debt/adjusted networth Times 0.85 0.52
Interest coverage Times 7.7 6.04

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 Bank Guarantee NA NA NA 9.79 CRISIL A1+
NA Cash Credit NA NA NA 160.0 CRISIL AA-/Stable
NA Letter of credit NA NA NA 10.21 CRISIL A1+
NA Term Loan 1 NA NA Dec-2018 3.45 CRISIL AA-/Stable
NA Term Loan 2 NA NA Mar-2020 26.0 CRISIL AA-/Stable
NA Term Loan 3 NA NA Dec-2018 18.24 CRISIL AA-/Stable
NA Commercial Paper NA NA 7 to 365 Days 100.0 CRISIL A1+
 
Annexure - Rating History for last 3 Years
  Current 2018 (History) 2017  2016  2015  Start of 2015
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Commercial Paper  ST  100.00  CRISIL A1+      23-10-17  CRISIL A1+  27-12-16  CRISIL A1+    --  -- 
                29-03-16  CRISIL A1+       
                07-01-16  CRISIL A1+       
Fund-based Bank Facilities  LT/ST  207.69  CRISIL AA-/Stable      23-10-17  CRISIL AA-/Stable  27-12-16  CRISIL A+/Positive  21-08-15  CRISIL A+/Positive  CRISIL A+/Stable 
                29-03-16  CRISIL A+/Positive       
                07-01-16  CRISIL A+/Positive       
Non Fund-based Bank Facilities  LT/ST  20.00  CRISIL A1+      23-10-17  CRISIL A1+  27-12-16  CRISIL A1+  21-08-15  CRISIL A1+  CRISIL A1 
                29-03-16  CRISIL A1+       
                07-01-16  CRISIL A1+       
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 9.79 CRISIL A1+ Bank Guarantee 9.79 CRISIL A1+
Cash Credit 160 CRISIL AA-/Stable Cash Credit 160 CRISIL AA-/Stable
Letter of Credit 10.21 CRISIL A1+ Letter of Credit 10.21 CRISIL A1+
Term Loan 47.69 CRISIL AA-/Stable Term Loan 47.69 CRISIL AA-/Stable
Total 227.69 -- Total 227.69 --
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 Cotton Textile Industry
CRISILs Criteria for Consolidation
CRISILs Criteria for rating short term debt

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