Rating Rationale
July 30, 2020 | Mumbai
TTK Prestige Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.136 Crore (Reduced from Rs.170 Crore)
Long Term Rating CRISIL AA/Stable (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 AA/Stable/CRISIL A1+' ratings on the bank facilities of TTK Prestige Limited (TTK). CRISIL has also withdrawn its rating on cash credit facilities worth Rs 34 crore based on the entity's request. The rating withdrawal is in line with CRISIL's policy on withdrawal of ratings.

The outbreak of Covid-19 in the middle of March 2020 and the resultant nation-wide lockdown to contain the pandemic, with closure of malls and hypermarkets, impacted operating performance in the fourth quarter of fiscal 2020. Healthy performance in the previous three quarters, however, limited the overall revenue decline to 2% in fiscal 2020 compared with the previous fiscal.

Given the continued lockdown as well as a slowing economy, performance in the first half of fiscal 2021 is expected to remain subdued. Sales should pick up gradually from the second half driven by relaxation of lockdown restrictions, recovery in consumer spending, pent-up demand and the upcoming festive season. The company's initiative to increase volumes through focus on ecommerce and exports, and addition of new products would also supplement growth. Even as revenue moderates, operating profitability should benefit from lower raw material prices, favourable product mix, cost-cutting initiatives and increase in exports where margins are higher. These factors should mitigate the impact on both volumes and operating margin. Revenue and operating margin for fiscal 2021 are expected to decline by 22% and 220 basis points, respectively, over the previous fiscal, considering the slowdown in the first half of the fiscal.

Medium-term outlook on demand remains healthy. The company's strong brand image, large product suite and wide distribution network coupled with improving macro-economic factors like rising income and consumer preference towards quality products will augur well.

The ratings continue to reflect a strong financial risk profile, particularly liquidity. The financial risk profile is supported by a heathy networth and negligible debt. Liquidity is strong due to a cash surplus of Rs 300 crore and an unutilised fund-based bank limit of Rs 110 crore as on June 30, 2020. The ratings also factor in a strong market position in the cookware and kitchen equipment space. These strengths are partially offset by exposure to intense competition from both organised and unorganised players, and susceptibility to volatility in raw material prices and currency rates.

Analytical Approach

CRISIL has combined the business and financial risk profiles of TTK, TTK British Holdings Ltd, Horwood Homewares Ltd (Horwood) and Horwood Life Ltd, collectively referred to herein as TTK. Horwood is a wholly owned subsidiary of TTK, operates in the same business and shares business and financial linkages. Moreover, CRISIL has amortised goodwill of Rs 113 crore on the acquisition of Horwood over five fiscals (2017-21). In the second quarter of fiscal 2020, Horwood acquired 51% stake in Horwood Life Ltd.

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
* Robust market position in the kitchen equipment space, with sound operating capabilities: The company is likely to maintain its strong market position over the medium term, driven by a widening distribution network and increasing opportunities in the global market. Furthermore, Prestige is one of the strongest brands in the kitchen equipment space, with a market share of around 35% in the domestic pressure cooker segment. The company also has a diverse presence in the kitchen equipment portfolio, which includes cookware, appliances, gas stoves, mixer-grinders, cleaning solutions and modular kitchens. Competing with global brands, it also ventured into the luxury kitchen segment in categories such as dishwashers, built-in ovens and island chimneys through Prestige Lifestyle stores. The in-house product development team helps launch new products to expand the product base and improve overall efficiency.
 
* Healthy financial risk profile: The financial risk profile should remain stable over the medium term, backed by healthy cash accrual, a comfortable capital structure, nil outstanding debt (on a standalone basis), and robust debt protection metrics. The networth was sizeable at Rs 1,203 crore as on March 31, 2020, up from Rs 1,079 crore as on March 31, 2019. On account of the debt-funded acquisition undertaken in the past, debt was Rs 56 crore as on March 31, 2020.
 
Weaknesses
* Exposure to intense competition: The market share is healthy at about 35% in the pressure cooker segment. In the inner-lid pressure cooker category, the company competes with established players such as Hawkins Cookers Ltd, which also has significant market share. Growth of multi-chain, large-format stores has led to the development of own brands by stores, which have the ability to attract customers looking for all products under one roof. Furthermore, though TTK is gradually increasing its market presence in the electric appliances segment by introducing new designs and products every year, it faces competitive pressure in this industry, which has a large number of established regional players.

* Susceptibility to volatility in raw material prices and currency rates: The operating margin remains susceptible to volatility in the prices of key raw materials (steel and aluminium) and to adverse currency movements. Additionally, any change in regulatory policies on imports could affect the cost structure. In the past, the company has been successful in transferring cost increases to end customers; nevertheless, it will remain partly vulnerable to any adverse movement in input costs.
Liquidity Strong

Cash and cash equivalents were Rs 300 crore as on June 30, 2020. Furthermore, the fund-based limit of Rs 110 crore remained mostly unutilised in the 12 months through May 2020. The company has capex of Rs 65-75 crore per fiscal along with long-term debt obligation of around Rs 37 crore in fiscal 2021 and Rs 19 crore in fiscal 2022, which will be funded by healthy cash accrual of Rs 100-150 crore per fiscal. With the gearing estimated at 0.03 time as on March 31, 2020, there is sufficient headroom to raise additional debt to meet capex requirement. Bank lines are expected to support working capital, which is assessed to be minimal.

Outlook: Stable

CRISIL believes the business risk profile will continue to be supported by a healthy market position and pickup in end-market demand in the second half of fiscal 2021. Furthermore, the strong balance sheet and healthy liquidity should help offset any impact of stressed business conditions.

Rating sensitivity factors
Upward factors
* Steady diversification in revenue and material improvement in market share in key product segments, with compound annual growth rate in revenue exceeding 20% and operating margin of above 16%, leading to significant and sustained increase in cash accrual
* Strengthening of the financial risk profile, especially liquidity

Downward factors
* Significantly weak operating performance due to a sustained decline in revenue or in profitability to less than 12%
* Large, debt-funded capex or acquisition, or a significant stretch in working capital requirement, weakening the gearing and depleting the cash surplus.

About the Company

Set up in 1955 as a private limited company, TTK went public in 1994. It is among the leading brands in the kitchen equipment space, especially in the pressure cooker segment. The product profile is diversified, with 31% of the revenue coming from pressure cookers, 15% from cookware, 14% from gas stoves, 12% from mixer-grinders, and the remainder from other kitchen and home appliances and cleaning solutions. TTK is the flagship company of the TT Krishnamachari group of companies, which has interests in healthcare and consumer products and services.

Key Financial Indicators*
As on/for the period ended March 31 Unit 2020 2019
Operating income Rs crore 2,073 2,107
Profit after tax (PAT) Rs crore 162 170
PAT margin % 7.8 8.0
Adjusted debt/adjusted networth Times 0.03 0.08
Interest coverage Times 52.77 37.44
*Difference between the figures in the 'key financial indicators' table and the reported numbers of the company is on account of amortisation of goodwill on the acquisition of Horwood over five years. 

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.Crore)
Complexity level Rating assigned with outlook
NA Cash Credit NA NA NA 34.0 NA Withdrawn
NA Cash Credit NA NA NA 76.0 NA CRISIL AA/Stable
NA Letter of credit & Bank Guarantee NA NA NA 60.0 NA CRISIL A1+
 
Annexure - List of Entities Consolidated
Name of the entity Extent of consolidation Rationale for consolidation
TTK Prestige Limited Full Parent
TTK British Holdings Limited Full Subsidiary with strong business and financial linkages
Horwood Homewares Limited Full Subsidiary with strong business and financial linkages
Horwood Life Limited Full Subsidiary with strong business and financial linkages
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
Commercial Paper  ST    --    --  30-10-19  Withdrawal  03-10-18  CRISIL A1+  11-12-17  CRISIL A1+  CRISIL A1+ 
Fund-based Bank Facilities  LT/ST  76.00  CRISIL AA/Stable      30-10-19  CRISIL AA/Stable  03-10-18  CRISIL AA/Stable  11-12-17  CRISIL AA-/Positive  CRISIL AA-/Stable 
Non Fund-based Bank Facilities  LT/ST  60.00  CRISIL A1+      30-10-19  CRISIL A1+  03-10-18  CRISIL A1+  11-12-17  CRISIL A1+  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
Cash Credit 76 CRISIL AA/Stable Cash Credit 110 CRISIL AA/Stable
Cash Credit 34 Withdrawn Letter of credit & Bank Guarantee 60 CRISIL A1+
Letter of credit & Bank Guarantee 60 CRISIL A1+ -- 0 --
Total 170 -- Total 170 --
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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