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September 11, 2019 Naturals play and Power brands to lead growth
Analyst Meet Update Dabur has maintained a very cautious stand due to near term macro-
economic headwinds led by 1) slowing down of MoM FMCG growth rate
Change in Estimates | Target | Reco
(13.2% in 2Q19 to 3.7% in July’19) 2) increased unemployment 3) liquidity
Change in Estimates concerns with the dealers and 4) floods in many states and curfew in J&K.
Current Previous Dabur has pinned its hopes on the early festival season (2Q v’s 3Q last year),
FY20E FY21E FY20E FY21E
monsoons and the likely impact of government boost for Rural India.
Rating HOLD HOLD
Target Price 437 437 Distribution expansion and smaller SKU’s are pushing rural sales for Dabur,
Sales (Rs. m) 93,561 104,820 93,561 104,820
which are growing ahead of Urban demand by 600bps (rural sales up from
% Chng. - -
EBITDA (Rs. m) 19,329 22,315 19,329 22,315 44% to the 48%). Dabur shall be focusing only 8 power brands with
% Chng. - -
EPS (Rs.) 9.2 10.9 9.2 10.9
innovations in existing brands with no new segment addition.
% Chng. - -
Dabur has maintained its guidance of mid-single digit volume growth in FY20
Key Financials - Standalone led by 1) scaling up of the 8 power brands 2) increasing the direct reach in
Y/e Mar FY18 FY19 FY20E FY21E rural (by 25%) as well as urban India and 3) revamping the supply chain
Sales (Rs. bn) 77 87 94 105 infrastructure. We believe that Dabur remains vulnerable to current slowdown
EBITDA (Rs. bn) 16 18 19 22
in Rural markets and poor consumer sentiments. We estimate 9.9% Sales and
Margin (%) 20.9 20.4 20.7 21.3
PAT (Rs. bn) 14 15 16 19 13.7% PAT CAGR over FY19-21 and value the stock at 39xJune21 EPS to with
EPS (Rs.) 7.8 8.4 9.2 10.9 a target price of Rs437. Retain “Hold”.
Gr. (%) 7.2 8.3 9.7 17.7
DPS (Rs.) 7.5 3.3 4.0 4.6
Yield (%) 1.7 0.7 0.9 1.0 Focus on 8 power brands: Dabur has a vast portfolio of ~450 brands out of which
RoE (%) 25.9 25.6 25.7 26.0
it has identified 8 brands (~65% of the domestic revenues) to lead the future growth.
RoCE (%) 23.3 23.9 24.0 24.6
EV/Sales (x) 10.1 9.0 8.3 7.3 Dabur intends to scale up each brand to Rs10bn sales through modernization and
EV/EBITDA (x) 48.3 43.9 40.0 34.3
making them more contemporary, higher investments and ad-spends (Media
PE (x) 57.2 52.8 48.1 40.9
P/BV (x) 13.7 13.3 11.5 9.9 spends increased by 20% for Power brands, while overall the increase was 6%),
more SKUs across price points and premiumisation.
Stock Performance (%) and increase business. The entire project has led to savings in freight costs and
1M 6M 12M decline in Finished Goods inventory by 4 days.
Absolute 1.2 2.8 (5.1)
Relative 2.4 1.5 (2.0)
Strong R&D capabilities: A visit to Dabur's R&D center showcased that Dabur has
a leverage over competition in terms of natural products and its formulations. Their
Amnish Aggarwal
amnishaggarwal@plindia.com | 91-22-66322233
Drug testing laboratory has been recognized by Ministry of Ayush and the R&D
facility has more than 200 herb fingerprints to maintain consistency in product
Nishita Doshi
nishitadoshi@plindia.com | 91-22-66322381 quality. Looking at the low success ratio in past and a wide range of product basket
(~450 products), we believe that majority of the brands and innovations shall remain
a small part of the business given the lack of enough bandwidth to expand.
FMCG sector volume growth has moderated by 950bps in just 12 months from the
peak of 13.2% in 2Q19 to 3.7% in July’19.
3QFY18
4QFY18
1QFY19
4QFY19
1QFY20
2QFY18
2QFY19
3QFY19
July'19
Source: Company, PL
Dabur has identified 8 power brands to drive growth for the next 3 years
(contributing ~Rs6-7bn) through 1) modernization and making them more
contemporary 2) launching of smaller SKUs and more accessible packs for rural
market 3) premiumisation in the existing brands and 4) regional communication
through RISE
It is the oldest brand in the portfolio with 58-60% market share with revenue of
Rs4-5bn in FY19. With 70% usage in winters only, Dabur is shifting its
positioning as an immunity booster to extend its usage beyond winters. They
have already done monsoon campaigns and plans to develop modern formats
to appeal to kids and youth.
Further, Dabur has increased focus on smaller SKUs and making it available
in different pack sizes for higher rural reach (Rs95 pack for 250gms)
Dabur has already regained its lost market share post Patanjali’s increased
aggression and currently has >50% share. However, competition remains stiff
Dabur launched Honey in squeezy as local honey players are gaining share on price differential. Dabur is working
pack format to increase conumption
on innovating to launch premium products given the high brand recall. (Dabur
Honey is priced at Rs199 for 500gms + 100gms free while Patanjali Honey is
at Rs145 for 500gms)
Dabur has changed its proposition to fitness to increase its usage. They have
introduced newer formats like Sqeezy packs and made it more affordable
while retaining the premium pricing. Dabur plans to innovate with tastier
versions of Honey and in the spreads format
Dabur gained 300bps market share in Lal tail as its major competitor J&J is
facing regulatory headwinds. Dabur has increased media support, promotional
Honitus launched in Hot Sip format activities and is enhancing distribution to benefit from the gap created by the
competitor. Dabur also plans to enter aggressively in the baby care segment
in the long term based on its Ayurvedic proposition.
Honitus has a huge headroom to grow given it is a small brand in the Rs10bn
category market. Dabur plans to retain the Ayurvedic positioning and
introduce newer versions and formats of Honitus. They recently innovated
with Lozenges and Hot Sip formats.
Dabur would be scaling up powder
fizz portfolio in Pudin Hara
5) Pudin Hara (grew by 21.1% in FY19): Scaling through new formats
Dabur aims to introduce better formats in Pudin Hara and move away from the
traditional glass bottle in line with the current trend. Pudin Hara remains a small
brand of Rs600mn while the largest player ENO did ~Rs10bn sales in FY19.
They have introduced sachets to extend it as a food product from the current
digestive positioning. The pearl format introduced at Rs 10 for 4 pearls to
increase penetration has led the growth in 1Q20. Dabur shall also be scaling
up the Powder Fizz portfolio along with modernization of formats
Dabur Amla kid’s portfolio launched The category is facing stiff competition from unorganised players who are
to improve assortment discounting leading to 300bps market share loss in Dabur Amla. Hence to
prevent share loss to competitors priced at half of Dabur Amla, they had
introduced Brahmi and Sarson Amla and positioned them alongside
competitors. These two moat brands have been doing well and retaining
Dabur’s market share.
While, Brahmi and Sarson would be preventing share loss, Dabur would be
focusing on premiumization strategy for Dabur Amla. They introduced a Rs10
pack to make it more affordable in rural markets without losing the premium
pricing. Dabur is differentiating it with its campaigning of “Asli Amla Dabur
Amla” to retain its premium pricing.
Under Dabur Amla, they entered the kids’ hair care space which is currently
available in e-commerce and it would soon be rolled out to MT and GT as well.
Dabur Amla introduced at Rs10 PP Though the kids’ hair care category is niche, Dabur aims to improve Amla
communication for better assortment in MT and e-comm.
Despite moderation in the growth rate in naturals segment from ~25% earlier
to the current ~15%, Naturals segment continues to lead the toothpaste
segment growth rate. Dabur Red is capitalizing on this trend with the Ayurvedic
proposition as the overall category growth rate has moderated to only ~2-3%.
Despite stiff competition, Dabur Red has gained market share from non-
naturals players (like Colgate Total). Red toothpaste has become a Rs6bn
franchisee with current market share at ~9-10%. They had launched Rs10
packs to increase accessibility and is gaining traction.
In the long term, dabur looks at foraying into the larger drinks market (Rs70bn
market size) as the current juice category (Rs16bn size) is declining with
severe headwinds due to competition from milk based beverages and the
recent FSSAI regulation. Dabur has already reduced the sugar content by 5%
in 78% of the Real portfolio and plans to stay ahead of the curve with a target
of further 10% reduction by FY21. Real Active is already operating in the no
Introduced Real Fruit juices to
increase category traction added sugar category.
Earlier there were only 2 SKUs in real at 200ml and 1litre. Dabur has introduced
more SKUs to increase consumption occasions and outdoor consumption.
They have launched Real Koolerz at Rs10 price point which is already having
capacity shortages. Dabur has also introduced fruit juice variants to increase
traction in the category.
Source: Company, PL
Juice segment (17.1% of FY19 sales) underperformed despite peak season due to heightened competition
Source: Company, PL
Dabur has increased its total reach from 6.4mn outlets in FY18 to 6.7mn outlets
in FY19. For Dabur, rural growth was higher than urban growth rate by 6% led
by strong rural equity despite Urban demand growing faster than rural in
general. With focus on increasing rural reach, Dabur has started focusing on
consolidation with stockiest in Urban for growth rate in Urban to pick up.
1.2
1.0
0.8
0.6
0.4
0.2
0.0
FY17 FY18 FY19 FY20E
Source: Company, PL
30000
20000
10000
0
FY18 FY19 1QFY20 FY20E
Source: Company, PL
Project Lakshya initiated by Dabur has helped them revamp their entire supply
chain infrastructure post GST disruption. The number of C&F agents have
been reduced from 32 to 26. The entire project has led to savings in freight
costs and decline in Finished Goods inventory by 4 days.
Source: Company, PL
FEM: There is very little competition in the hair removal cream segment with
Veet as the leader. Dabur’s FEM is the Undisputed market leader in
bleaches. They have introduced new crème bleaches to maintain the
category traction.
Kabz over: Isabgul brand was revamped and rebranded to KABZ OVER with
new communication for it's instant cure for constipation.
HAJMOLA: The recent launch of Chat cola variant has been leading growth
in this category with Hajmola growing at 20%+ in FY19.
Real Fruit ORS test launched at Rs30 price point was a success in North
East and hence already reached Rs2bn sales. Dabur shall expand the same
PAN India as it is a margin accretive product.
Q1FY20 Results: Consolidated (Rs mn): Sales up 9.3% led by 9.6% Domestic volume growth
Y/e March Q1FY20 Q1FY19 YoY gr. (%) Q4FY19 FY20E FY19 YoY gr. (%)
Net Sales 22,733 20,807 9.3 21,282 95,577 85,331 12.0
Gross Profit 11,256 10,321 9.1 10,589 48,053 42,240 13.8
% of NS 49.5 49.6 49.8 50.3 49.5
Other Expenses 6,679 6,460 3.4 6,016 28,197 24,845 13.5
% of NS 29.4 31.0 28.3 29.5 29.1
EBITDA 4,576 3,861 18.5 4,572 19,856 17,396 14.1
Margins (%) 20.1 18.6 21.5 20.8 20.4
Depreciation 528 427 23.4 462 1,928 1,769 9.0
Interest 153 149 2.5 124 572 596 (4.0)
Other Income 733 737 (0.5) 661 3,575 2,962 20.7
PBT 4,629 4,022 15.1 4,647 20,931 17,993 16.3
Tax 794 724 9.7 178 4,249 2,786 52.5
Tax rate (%) 17.2 18.0 3.8 20.3 15.5
Adjusted PAT 3,838 3,300 16.3 4,468 16,651 15,216 9.4
25
21
20
15 13 12.4
9.6
10 7 7.2 8.1
7.7
(%)
-5
-5 -4.4
-10
Jun-16
Jun-17
Jun-18
Jun-19
Mar-16
Mar-17
Mar-18
Mar-19
Dec-17
Sept-18
Dec-16
Dec-18
Sep-17
Sep-16
Source: Company, PL
1Q performance was led by Health supplements, digestive, OTC and Ethicals; Foods had a muted quarter
Category Growth (%) 4QFY17 1QFY18 2QFY18 3QFY18 4QFY18 1QFY19 2QFY19 3QFY19 4QFY19 1QFY20
Hair Care
Hair Oils NA NA 2.3 16.7 8.8 18.8 11.1 23.6 2.5 12.1
Shampoos NA -15.0 -14.9 56.0 31.3 30.3 49.0 25.2 3.3 10.9
Health Supplements 5.0 -7.0 3.0 19.5 14.0 27.5 12.3 13.8 10.2 19.6
Honey 8.6 33.2 23.7 42.0 12.8 19.8 4.0 5.0
Oral Care 9.0 1.5 22.8 23.0 11.0 17.3 3.9 10.0 8.2 11.4
Toothpaste 9.0 10.4 26.4 26.0 13.7 16.8 6.2 11.1 9.3
Red Toothpaste 31.2 19.5 22.6 17.5 15.0
Foods 10.0 -8.3 11.7 0.0 N.A 26.0 1.5 11.1 -6.5 1.5
Digestives -5.0 4.0 11.7 19.3 7.2 21.6 10.8 22.5 11.9 18.2
Skin care 0.0 4.0 15.8 14.5 8.5 27.1 11.9 19.3 11.2 12.1
Home Care -6.5 6.2 10.1 36.0 0.0 17.4 10.9 8.9 16.2 10.9
OTC -4.0 -6.6 5.5 8.7 7.8 13.3 10.0 17.7 16.6 13.1
Ethicals 23.4 6.1 17.4 9.7 15.9
Source: Company, PL
Financials
Income Statement (Rs m) Balance Sheet Abstract (Rs m)
Y/e Mar FY18 FY19 FY20E FY21E Y/e Mar FY18 FY19 FY20E FY21E
EBIT 14,553 15,961 17,145 19,987 Capital Work In Progress 415 425 400 400
Margin (%) 18.8 18.4 18.3 19.1 Goodwill 4,115 4,115 4,115 4,115
Non-Current Investments 31,090 28,590 31,410 34,517
Net Interest 531 625 654 606 Net Deferred tax assets (1,091) (1,091) (1,091) (1,091)
Other Income 3,052 3,168 3,575 4,227 Other Non-Current Assets 832 955 1,029 1,153
Recommendation History
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