Rating Rationale
May 30, 2019 | Mumbai
Dabur India Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.157.5 Crore
Long Term Rating CRISIL AAA/Stable (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.20 Crore Non Convertible Debentures CRISIL AAA/Stable (Reaffirmed)
Rs.200 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 'CRISIL AAA/Stable/CRISIL A1+' ratings on the bank facilities and debt programmes of Dabur India Limited (Dabur).

The ratings continue to reflect the company's strong market position in India's fast-moving consumer goods (FMCG) industry, particularly in the natural and herbal products segment, and its healthy financial risk profile. These strengths are partially offset by the intensifying competition in the FMCG industry.

Revenue grew at 11% year-on-year on basis in fiscal 2019 with the domestic segment growing 13.0% and international business growing 6.5%. Operating profitability was healthy at 20.5% in fiscal 2019, moderated marginally compared to 20.9% in fiscal 2018 on account of moderation in gross margin and higher employee expense of Rs 77 crore related to employee stock options. Revenue volume growth is expected at a compound annual rate of 7-8% between fiscals 2020 and 2022, driven by expected increase in rural demand, new product launches, and improving distribution reach, while the operating margin is expected to sustain at 20-21%.

Analytical Approach

For arriving at its ratings, CRISIL has combined the business and financial risk profiles of Dabur; its direct and wholly owned subsidiaries, H&B Stores Ltd and Dabur International Ltd; and its 23 step-down subsidiaries. Goodwill on Dabur's overseas acquisitions in fiscal 2011 was amortised over five years beginning fiscal 2012.

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 India's FMCG industry
Dabur has a strong market position, backed by established brands in the natural healthcare, personal care, and food products segments. Some of its brands enjoy market leadership-in fiscal 2019, 58% market share in the Health-supplements segments (Chyawanprash), 13% in the oral care (toothpaste) segment, and 13.7% in the hair oil segment. Dabur gained market share across segments such as hair oil, toothpaste, honey and juices during fiscal 2019. Dabur is also the market leader (over 56% share) in the fruit juice segment, with its Real and Active brands. It is also a leader in herbal digestives, and one of the largest producers of ayurvedic drugs in India, a niche segment that has a few national and numerous unorganised players. Strong market position and diverse product offerings have helped the company maintain healthy scale of operations in the domestic FMCG business despite intense competition.

Dabur is expected to focus on its power brands Dabur Amla, Dabur Red, Real, Dabur Chyawanprash, Dabur Honey, Pudin Hara, Lal Tail and Honitus with higher investments to drive growth in the medium term.
 
* Healthy financial risk profile
Dabur's financial risk profile is supported by consistent revenue growth, steady profitability and cash generation, robust capital structure, comfortable networth, strong debt protection metrics, and ample liquidity. The revenue grew at a moderate pace in fiscal 2019 due to rural demand slowdown and delayed winter. Operating profitability remained healthy, marginally lower by 40 bps to 20.5% due to favourable product mix and slightly higher promotional cost.
 
CRISIL believes Dabur's revenue growth will continue to be driven by a mix of organic and inorganic growth. Special dividend during fiscal 2019 impacted cash accruals. Going forward, cash accrual is expected to be around Rs 950 crore per annum over the medium term, sufficient to fund its capital expenditure and incremental working capital requirement. Liquidity remains robust, with more than Rs 3000 crore of cash and equivalent and marketable securities as on March 31, 2019.
 
Weakness:
* Exposure to intense competition (regional players) in the FMCG industry
The Indian FMCG industry has both organised and unorganised players across segments. Furthermore, the growing popularity of herbal and natural products has led to other established FMCG players launching products with a similar positioning in these segments. CRISIL believes intense competition especially from small and regional players will continue to lead to moderate pressure on market position and operating efficiency of players.
Liquidity

Liquidity is likely to remain ample in the medium term. Though net cash accruals were low at 41 crore in fiscal 2019 owing to one time high dividend payout of 109%, going forward, the company is expected to generate cash accruals in the range of Rs. 940-1000 crore from fiscal 2020 onwards against which there are no debt repayment obligation. Bank limits remain unutilized and the company has liquid funds of over Rs 3000 crore in mutual funds, bank deposits, bonds and debentures as on March 31 2019.

Outlook: Stable

CRISIL believes Dabur will maintain its strong business risk profile, supported by its established market position in various product categories. Financial risk profile should remain healthy, supported by strong cash accrual and a comfortable capital structure.

Downward scenario
* Significant erosion in market share in key product segments affecting cash generation
* Large, debt-funded capital expenditure or acquisition leading to considerable and sustainable weakening in the financial risk profile.

About the Company

Established by Dr S K Burman in 1884 at Kolkata and incorporated in 1936, Dabur manufactures personal-care, healthcare, and food products. The company has over 18 brands with sales of over Rs 100 crore each. Dabur acquired three companies of the Balsara group for Rs 143 crore in 2005, along with the brands Promise, Babool, and Meswak (oral care); and Odomos, Odonil, and Odopic (homecare). In 2009, Dabur acquired Fem Care Pharma Ltd (FCPL) for Rs 260 crore. FCPL manufactures consumer products: bleach, liquid soaps, and hair removing creams, under the Fem brand and fabric softeners and stain removers under Bambi. In fiscal 2011, Dabur completed its two overseas acquisitions-Hobi (acquired in October 2010) is a leading manufacturer and marketer of hair-care and skin-care products in Turkey, while Namaste Labs (acquired in January 2011) focuses on hair-care products, and has presence in the US, Africa, the Middle East, Europe, and the Caribbean region.

In April 2018, Dabur completed acquisition of African brand, Long and Lasting, from D&A Cosmetics Proprietary Ltd and Atlanta Body and Health Products Proprietary Ltd for Rs 24 crore. Dabur also entered into an agreement with CTL Group of Companies (for Rs 9.4 crore) to acquire certain assets (including proprietary rights of sale of personal care products).

Key Financial Indicators
As on / for the period ended March 31 2019 2018
Operating Income Rs crore 8533 7748
Adjusted profit after tax Rs crore 1459 1358
PAT margin % 17.1 17.6
Adjusted Debt/Adjusted Networth Times 0.10 0.18
Interest coverage Times 34.40 36.57

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 Cr)
Rating Assigned
with Outlook
NA Bank Guarantee^ NA NA NA 32.5 CRISIL A1+
NA Long Term Bank Facility* NA NA NA 125.0 CRISIL AAA/Stable
NA Non Convertible Debentures@ NA NA NA 20 CRISIL AAA/Stable
NA Commercial Paper NA NA 7-365 Days 200 CRISIL A1+
@not placed
*Interchangeable with cash credit, cash credit (book debt), drawee bill, packing credit, bill discounting, and post-shipment credit facilities.
^Interchangeable with letter of credit.
 
Annexure - List of entities consolidated
Sr. No Subsidiary Companies: Subsidiary/ Joint Venture Extent of consolidation
1 H & B Stores Ltd., India Subsidiary 100%
2 Dermoviva Skin Essentials Inc., USA Subsidiary 100%
3 Urban Lab International LLC, USA Subsidiary 100%
4 Namaste Laboratories LLC, USA Subsidiary 100%
5 Hair Rejuvenation & Revitalization Nigeria Ltd., Nigeria Subsidiary 100%
6 Healing Hair Lab International LLC, USA Subsidiary 100%
7 Dabur (UK) Ltd Subsidiary 100%
8 Dabur International Ltd Subsidiary 100%
9 Naturelle LLC, UAE Subsidiary 100%
10 African Consumer Care Ltd., Nigeria Subsidiary 100%
11 Dabur Egypt Ltd., Egypt Subsidiary 100%
12 Dabur Nepal Pvt. Ltd., Nepal Subsidiary 97.50%
13 Asian Consumer Care Pakistan Pvt. Ltd., Pakistan Subsidiary 99.99%
14 Hobi Kozmetik Ä°malat Sanayi ve Ticaret Anonim Sirketi, Turkey Subsidiary 100%
15 Dabur Pakistan (Pvt.) Limited, Pakistan Subsidiary 100%
16 Ra Pazarlama Limited Å'irketi, Turkey Subsidiary 100%
17 Asian Consumer Care Pvt. Ltd., Bangladesh Subsidiary 76%
18 Dabur Lanka Pvt. Ltd., Sri Lanka Subsidiary 100%
19 Dabur Consumer Care Pvt. Ltd., Sri Lanka Subsidiary 100%
20 Dabur Tunisie, Tunisia Subsidiary 100%
21 Dabur Pars, Iran Subsidiary 100%
22 Dabur South Africa (Pty) Ltd Subsidiary 100%
23 Forum 1 Aviation Pvt. Ltd., India Joint Venture 20%
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
Commercial Paper  ST  200.00  CRISIL A1+      22-06-18  CRISIL A1+  23-06-17  CRISIL A1+  08-06-16  CRISIL A1+  CRISIL A1+ 
Non Convertible Debentures  LT  0.00
29-05-19 
CRISIL AAA/Stable      22-06-18  CRISIL AAA/Stable  23-06-17  CRISIL AAA/Stable  08-06-16  CRISIL AAA/Stable  CRISIL AAA/Stable 
Fund-based Bank Facilities  LT/ST  125.00  CRISIL AAA/Stable      22-06-18  CRISIL AAA/Stable  23-06-17  CRISIL AAA/Stable  08-06-16  CRISIL AAA/Stable  CRISIL AAA/Stable 
Non Fund-based Bank Facilities  LT/ST  32.50  CRISIL A1+      22-06-18  CRISIL A1+  23-06-17  CRISIL A1+  08-06-16  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
Bank Guarantee^ 32.5 CRISIL A1+ Bank Guarantee^ 32.5 CRISIL A1+
Long Term Bank Facility* 125 CRISIL AAA/Stable Long Term Bank Facility* 125 CRISIL AAA/Stable
Total 157.5 -- Total 157.5 --
*Interchangeable with cash credit, cash credit (book debt), drawee bill, packing credit, bill discounting, and post-shipment credit facilities.
^Interchangeable with letter of credit.
Links to related criteria
CRISILs Approach to Financial Ratios
Rating Criteria for Fast Moving Consumer Goods Industry
CRISILs Approach to Recognising Default
CRISILs Criteria for Consolidation

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