Rating Rationale
July 31, 2020 | Mumbai
Sleek International Private Limited
Ratings Reaffirmed
 
Rating Action
Total Bank Loan Facilities Rated Rs.35 Crore
Long Term Rating CRISIL A/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 A/Stable/CRISIL A1' ratings on the bank facilities of Sleek International Private Limited (Sleek).
 
The ratings factor in strong support of the parent, Asian Paints Ltd (APL; 'CRISIL AAA/Stable/CRISIL A1+'), and established brand in the domestic modular kitchen and modular wardrobes market. These strengths are partially offset by the company's modest scale of operations in an intensely competitive industry, operating losses, and subpar financial risk profile.
 
Decline in demand and the temporary disruption in operations due to the nationwide lockdown imposed to control the spread of the Covid-19 pandemic will impact the company's performance in fiscal 2021. However, it is likely to rebound in fiscal 2022 with gradual revival in demand. In fiscal 2020, the company generated revenue of Rs 238 crore (an increase of 11% compared with the previous fiscal). The parent, APL infused Rs 80 crore in fiscal 2020 in the form of equity to support operations and meet working capital requirement. Support from APL is likely to be forthcoming in the future as well, and will remain a key driver for the overall credit risk profile of Sleek.

Analytical Approach

For arriving at the ratings, CRISIL has applied its parent notch-up framework to factor in support from the parent, APL.

Key Rating Drivers & Detailed Description
Strengths
* Expectation of strong operational, managerial, and financial support from APL
APL's management is actively involved in streamlining the processes and decision-making at Sleek and continues to enhance the distribution reach and drive operational efficiency. Equity investment by APL in fiscals 2014 and 2020 helped to build the networth, consolidate operations, and fund past losses. While Sleek will focus on scaling up operations and improving profitability and cash flow, support from APL will be available in case of exigencies, given that Sleek complements APL's strategy to transform into a home decor business from a paints business. Operational, managerial, and financial support from APL is likely to continue.
 
* Established brand
Sleek was among the first few companies to introduce modular kitchens in India, and has now established itself as a strong player in the industry. The company markets and trades in fully fitted modular kitchens and accessories under the brand, Sleek by Asian paints. By co-branding its business with APL, it benefits from the credibility and trust of the existing network and consumers of APL.
 
Weaknesses
* Modest scale of operations and susceptibility of operating performance to intense competition
Revenue was modest at Rs 238 crore in fiscal 2020. Modest scale of operations and intense competition due to the entry of foreign players in the Indian market, especially in the components segment through various retailers, will constrain its business risk profile over the medium term.
 
* Operating losses and subpar financial risk profile
The modular kitchen and components business has higher fixed cost on account of larger sales force, extensive marketing, and higher rentals. The company is presently incurring operating losses because of the high fixed cost and modest scale of operations. This has led to subpar debt protection metrics. Presently, the focus is on establishing and scaling up its asset-light dealer model (full kitchen dealers franchise) in the kitchen solutions business, while the components segment continues to grow profitably through hardware and appliance dealers. Profitability is likely to improve gradually, and hence the credit metrics will continue to be subpar over the medium term.
Liquidity Strong

Liquidity is strong, benefitting from the expected support from APL. On a standalone basis, Sleek has weak liquidity, as reflected in negative accrual due to operating losses. The company has access to fund-based limit of Rs 100 crore (including working capital demand loan of Rs 55 crore), which was moderately utilised. However, liquidity benefits from the need-based funds provided by the parent APL, as seen in the past; as recently as fiscal 2020, APL infused Rs 80 crore equity in Sleek to support operations.

Outlook: Stable

CRISIL believes Sleek will continue to benefit from the strong operational, managerial, and need-based financial support from APL and its established brand.
 
Rating sensitivity factors
Upward factors
* Sustained revenue growth of more than 15% and earnings before interest, taxes, depreciation and amortisation breakeven, leading to improvement in overall cash generation
* Continued support from the parent
* Sustenance of the credit risk profile of the parent
 
Downward factors
* Deterioration in the credit risk profile of the parent, or change in stance of support
* Significant decline of more than 10% in revenue due to loss of market share amid increasing competition, in turn leading to delay in breakeven
* Erosion of networth due to continued losses and absence of funding support from APL

About the Company

Sleek was established in 1993 as Silverline Wire Products Pvt Ltd. The company retails and wholesales modular kitchens, kitchen components, kitchen accessories, civil kitchens, and wardrobes, and provides services for designing and installing kitchens and wardrobes. It sources its components from both India and overseas, and sells in the domestic market. It has its own stores and also works on a dealer-based franchise model.
 
In August 2013, APL acquired 51% equity stake in Sleek for Rs 120 crore. Sleek acquired certain assets and liabilities of Sleek International (a partnership firm of the promoter, trading in kitchen components) through a slump-sale transaction in fiscal 2014. On December 11, 2017, APL announced that it has acquired the balance 49% stake in Sleek. It also acquired 100% equity stake in Kitchen Grace India Pvt Ltd (KGIPL; manufacturer of wooden kitchen cabinets, shutters, and other kitchen components), in two tranches during fiscals 2014 and 2015 for Rs 15 crore. In fiscal 2016, with receipt of all necessary consents and approvals, Sleek merged KGIPL with itself.

Key Financial Indicators
Particulars Unit 2020 2019
Operating income Rs crore 238 214
Profit after tax (PAT) Rs crore (41) (23)
PAT margin % (17.2) (10.6)
Adjusted debt / adjusted networth Times 1.34 52.88
Interest coverage Times (9.02) (2.9)

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 Overdraft* NA NA NA 30 NA CRISIL A/Stable
NA Non-fund based limit NA NA NA 5 NA CRISIL A1
* Fully interchangeable with letter of credit, bill discounting, invoice bill discounting, bank guarantee, buyer's credit
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
Fund-based Bank Facilities  LT/ST  30.00  CRISIL A/Stable      17-04-19  CRISIL A/Stable  15-03-18  CRISIL A/Stable  19-12-17  CRISIL A-/Watch Positive  CRISIL BBB+/Stable/ CRISIL A2 
                    17-04-17  CRISIL BBB+/Stable   
Non Fund-based Bank Facilities  LT/ST  5.00  CRISIL A1      17-04-19  CRISIL A1  15-03-18  CRISIL A1  19-12-17  CRISIL A2+/Watch Positive  -- 
                    17-04-17  CRISIL A2   
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
Non-Fund Based Limit 5 CRISIL A1 Non-Fund Based Limit 5 CRISIL A1
Overdraft* 30 CRISIL A/Stable Overdraft* 30 CRISIL A/Stable
Total 35 -- Total 35 --
* Fully interchangeable with letter of credit, bill discounting, invoice bill discounting, bank guarantee, buyer's credit
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 Retailing Industry
CRISILs Bank Loan Ratings
Criteria for Notching up Stand Alone Ratings of Companies based on Parent Support

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