Rating Rationale
October 27, 2020 | Mumbai
Whirlpool of India Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.300 Crore
Long Term Rating CRISIL AA+/Stable (Reaffirmed)
 
Rs.25 Crore Short Term Debt 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 long-term bank facility and short-term debt of Whirlpool of India Limited (Whirlpool).
 
In order to contain the Covid-19 pandemic, the Government of India had imposed a nationwide lockdown on March 25, 2020, which led to the closure of operations and subsequently a washout of sales in April and part of May 2020. Since easing of the lockdown restrictions in May 2020, revenue has ramped up gradually and recovery to normal levels is expected in the second half of fiscal 2021. Therefore, given the subdued operating performance in the first half of the fiscal because of the pandemic, overall revenue and operating profit are expected to decline in fiscal 2021.
 
The ratings continue to reflect the company's established market position in the consumer durables segment, its strong financial risk profile and technical support from US-based parent, Whirlpool Corp (rated 'BBB/Negative' by S&P Global). These rating strengths are partially offset by susceptibility to volatility in input prices and intense competition across product categories.

Analytical Approach

To arrive at its ratings, CRISIL has combined the business and financial risk profiles of Whirlpool and Elica PB India Pvt Ltd. Both these entities are herein referred to as Whirlpool.

Please refer Annexure - Details of Consolidation, which captures the list of entities considered and their analytical treatment of consolidation.

Key Rating Drivers & Detailed Description
Strengths:
* Established market position: Whirlpool has an established market position in the refrigerator and washing machine segments. Both these segments together constitute more than 90% of the revenue of the company. These segments have continued their growth trajectory during fiscal 2020 as depicted by healthy volume growth of 12% in the refrigerator segment (against 15% growth in fiscal 2019) and 7% volume growth in the washing machine segment (against 17% growth in fiscal 2018).
 
Overall revenue has grown 11% in fiscal 2020, compared to the previous fiscal (13.4% and 28.2% in fiscals 2019 and 2018, respectively), despite intense competition. The company has displayed higher growth than the industry, leading to a gain in market share in major segments.
 
In the first quarter ended June 2020, revenue declined 54% compared to the corresponding period of the last fiscal because of the pandemic. However, volumes have shown gradual recovery in the second quarter and should be back to normal in the second half of the fiscal on account of revival in consumer spending, spurred by the festive season.
 
Going forward, Whirlpool is likely to maintain its market position, backed by a strong brand, established distribution network, new product launches and potential demand in tier-II and tier-III cities.
 
* Strong financial risk profile: The financial risk profile remains strong, driven by a debt-free capital structure, healthy cash accrual, efficient working capital management and nil debt-funded capital expenditure (capex) or exceptional dividend payout. Liquidity is ample, supported by cash and liquid investments of Rs 1,289 crore as on March 31, 2020.
 
* Support from the parent: Whirlpool Corp is one of the world's largest manufacturers of home appliances. Whirlpool benefits from the parent's strong international brand image and robust technical capability. It enjoys a healthy credit period for procurement of raw materials and traded goods, given its established brand name and longstanding relationships with suppliers.
 
The rating outlook for Whirlpool Corp was revised to 'Negative' from 'Stable' while the overall rating was reaffirmed at 'BBB' by S&P Global on March 18, 2020. This was because of an expectation of fall in demand caused by the economic fallout from the pandemic, potentially leading to worsening of credit ratios. However, CRISIL expects support from the parent to continue.
 
Considering India's large market size, low penetration, increasing domestic demand and rising disposable income, the company should remain strategically important to its parent over the medium term.
 
Weaknesses:
* Exposure to intense competition: Whirlpool faces stiff competition from large, organised players such as LG Electronics India Pvt Ltd ('CRISIL AAA/Stable/CRISIL A1+'), Samsung India Electronics Ltd and Godrej and Boyce Manufacturing Company Ltd ('CRISIL AA/CRISIL FAA+/Stable/CRISIL A1+'), yet has managed to gain market share in the refrigerator and washing machine segments, on account of its strong distribution network and brand name. The refrigerator and washing machine segments grew at three-year compound annual growth rates (CAGRs) of 18% and 19% respectively, till fiscal 2020, against CAGR of 8% in both segments, recorded by the industry, for the same period.
 
* Susceptibility to volatility in raw material prices: Raw material cost and purchases of traded goods form around 70% of the cost of sales. Over the past few years, prices of primary raw materials (including aluminum, copper, plastic and steel) used in the consumer durables industry, have remained volatile. Prices declined till fiscal 2017, thereafter rose again during fiscals 2018 and 2019 and again softened in fiscal 2020.
 
Operating margin has been stable at 11-12% over the four years through March 2020, aided by healthy growth in volume sales and rate cuts (following implementation of the goods and services tax), providing headroom to pass on the increased raw material prices to customers. However, CRISIL believes profitability will remain exposed to any adverse movement in raw material prices, and hence, the company's ability to pass on such cost fluctuations, will be a key monitorable. 
Liquidity Superior

Whirlpool's liquidity is driven by ample cash and its equivalents of Rs 1,289 crore at the end of fiscal 2020. Despite the impact of the pandemic, the company has strong expected net cash accrual of over Rs 400 crore in fiscal 2021 and over Rs 600 crore in fiscal 2022. The company has neither long-term debt nor major capex. CRISIL believes it has ample accrual to finance any capex or investment requirement.

Outlook: Stable

CRISIL believes Whirlpool will continue to benefit from its healthy market share and established brand name. The financial risk profile is expected to remain strong in the absence of any debt-funded capex.

Rating sensitivity factors
Upward factors:
* Significant growth in market share, leading to revenue growth and net cash accrual sustaining at more than Rs 800 crore
* Better segmental diversification, with significant revenue contribution from segments other than refrigerators and washing machines, while maintaining robust financial risk profile
 
Downward factors:
* Decline in revenue and operating margin sustaining below 10%
* Weakening of the capital structure and debt protection metrics or significant fall in liquidity because of sizeable, debt-funded capex or acquisition or cash outflow to the parent.

About the Company

Whirlpool was incorporated as Kelvinator of India Ltd (KIL) in 1960. In 1994, KIL entered into a strategic alliance with Whirlpool Corp and was given its current name. In 1995, the company launched refrigerators under the Whirlpool brand. It also manufactures washing machines, air-conditioners, deep freezers, coffee grinders and bag driers. In fiscal 2008, it started manufacturing water purifiers and in fiscal 2010, split and window air-conditioners, microwave ovens and a premium range of frost-free refrigerators.
 
For the first three months of fiscal 2021, profit after tax (PAT) was Rs 15 crore on net sales of Rs 1,027 crore, against Rs 193 crore and Rs 1,974 crore, respectively, reported for the corresponding period of the previous fiscal.

Key Financial Indicators
As on / for the period ended March 31   2020 2019
Operating Income Rs crore 5981 5385
PAT Rs crore 490 409
PAT margin % 8.19 7.59
Adjusted debt/adjusted networth Times NA NA
Interest coverage Times 30.65 82.7
 

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 300 NA CRISIL AA+/Stable
NA Short-term debt NA NA NA 25 Simple CRISIL A1+
 
Annexure - List of entities consolidated
Name of entities consolidated Extent of consolidation Rationale for consolidation
Elica PB India Pvt Ltd Equity method 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
Short Term Debt  ST  25.00  CRISIL A1+      25-10-19  CRISIL A1+  11-10-18  CRISIL A1+  17-02-17  CRISIL A1+  CRISIL A1+ 
                27-02-18  CRISIL A1+       
Fund-based Bank Facilities  LT/ST  300.00  CRISIL AA+/Stable      25-10-19  CRISIL AA+/Stable  11-10-18  CRISIL AA+/Stable  17-02-17  CRISIL AA/Stable  CRISIL AA/Stable 
                27-02-18  CRISIL AA/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 300 CRISIL AA+/Stable Cash Credit 300 CRISIL AA+/Stable
Total 300 -- Total 300 --
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 Consumer Durable Industry
CRISILs Criteria for Consolidation
CRISILs Criteria for rating short term debt
Mapping global scale ratings onto CRISIL scale

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