Rating Rationale
July 12, 2019 | Mumbai
Pride East Entertainments Private Limited
'CRISIL B+/Stable' assigned to bank debt
 
Rating Action
Total Bank Loan Facilities Rated Rs.13 Crore
Long Term Rating CRISIL B+/Stable (Assigned)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has assigned its 'CRISIL B+/Stable' rating to the bank loan facility of Pride East Entertainments Private Limited (PEEPL).
 
The rating reflects PEEPL's geographical concentration in revenue and large working capital requirement. These rating weakness are partially offset by the company's above-average financial risk profile and established market position in the Assamese television channel space.

Key Rating Drivers & Detailed Description
Weakness:
* Geographical concentration in revenue profile:
The company's channel has its show - in Assamese, which is broadcasted particularly in Assam, restricting its scale of operations unlike the well established players who have channels broadcasted in various languages for different states. Furthermore, any adverse change in the policy regulating the industry in Assam will affect the company's revenue. CRISIL believes the company will continue to face geographical concentration in its revenue profile over the medium term.

* Large working capital requirements: The operations are working capital intensive as reflected by GCA (gross current assets) in the range of 160-170 days over the three years ended March 31, 2019. The working capital requirements are large on account of stretched receivable of the company. The company makes monthly billing to its customers depending on the quantum of revenue. The payments, however, usually remain stretched for more than 120 days, with debtors estimated at around 145 days for the year ended March 31, 2019. Furthermore, the company does not maintain any kind of inventory. The working capital requirements are mainly funded through its creditors and unsecured loans from promoters.

Strengths:
* Above-average financial profile:
The company has moderate networth estimated at around 28 crores as on March 31, 2019. Furthermore, owing to lower dependence on external funding to support its working capital requirements and moderate operating profitability, gearing is estimated to remain low at 0.72 times as on March 31, 2019. On account of low gearing the company's debt protection metrics remained comfortable reflected by NCATD (net cash accruals against total debt) and interest coverage ratios estimated at around 0.55 times and 6.73 times, respectively, for fiscal 2019.
Liquidity

The liquidity profile of the company is moderate. The company is expected to generate cash accruals of around Rs 11-11.5 crores over the medium term as against repayment obligation of around Rs 4.5 crores during the same period. Furthermore, the company maintains cash and cash equivalent of around Rs 1.5-2 crores augmenting its liquidity profile.

Outlook: Stable

CRISIL believes PEEPL will continue to benefit from its established market position over the medium term. The outlook may be revised to 'Positive' if revenue and operating margin improve significantly, backed by increase in advertisement rates and diversification in revenue profile, leading to a stronger financial risk profile. Conversely, the outlook may be revised to 'Negative' if decline in cash accrual (most likely because of weak market conditions), intense competition, deterioration in receivables position, or any large, debt-funded capital expenditure weakens the key credit metrics.

About the Company

Incorporated in 2006 in Guwahati (Assam), PEEPL broadcasts three free-to-air Assamese channels: Rang TV, News Live, and Ramdhenu, Indradhanu, North East Live.

Key Financial Indicators
As on / for the period ended March 31  Units 2018 2017
Operating income Rs crore 71.61 63.80
Reported profit after tax (PAT) Rs crore 4.19 2.09
PAT margins % 5.9 2.09
Adjusted Debt/Adjusted Net worth Times 1.14 0.93
Interest coverage Times 5.69 4.0

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 Term Loan NA NA Mar-2024 13 CRISIL B+/Stable
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  13.00  CRISIL B+/Stable  25-01-19  Withdrawn (Issuer Not Cooperating)*  25-10-18  CRISIL B+/Stable (Issuer Not Cooperating)*  26-07-17  CRISIL B+/Stable (Issuer Not Cooperating)*      CRISIL B+/Stable 
All amounts are in Rs.Cr.
*Issuer did not cooperate; based on best-available information
Annexure - Details of various bank facilities
Current facilities Previous facilities
Facility Amount (Rs.Crore) Rating Facility Amount (Rs.Crore) Rating
Term Loan 13 CRISIL B+/Stable Proposed Long Term Bank Loan Facility 5 Withdrawn/Issuer Not Cooperating
-- 0 -- Term Loan 4.5 Withdrawn/Issuer Not Cooperating
-- 0 -- Working Capital Term Loan .5 Withdrawn/Issuer Not Cooperating
Total 13 -- Total 10 --
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 rating short term debt

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