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Jyothy Laboratories
Exploring new opportunities with Henkels acquisition
Jyothy Laboratories Ltd. (JLL), a company having three brands, is set to transform into a multi-brand company with the acquisition of an 83.7% stake in Henkel India (Henkel), which owns seven brands. As a result of this synergy, we expect JLLs consolidated revenue to post a CAGR of 35% to `1,627cr and profit to post a CAGR of 36% to `166cr over FY2011-14E. We initiate coverage on JLL with a Buy recommendation and a target price of `248, based on SOTP valuation.
BUY
CMP Target Price
Investment Period
`169 `248
12 Months
Investment rationale
Turnaround of Henkel A bright future for JLL
JLL acquired an 83.7% stake in Henkel in August 2011. Management is now planning various turnaround strategies for Henkel, such as a new management, revamping of all its brands and shifting its manufacturing to JLLs units. We expect Henkels turnaround to result in profit of `19cr in FY2014E.
Stock Info Sector Market Cap (` cr) Beta 52 Week High / Low Avg. Daily Volume Face Value (`) BSE Sensex Nifty Reuters Code Bloomberg Code
FMCG 1,360 0.4 322 / 125 27,818 1 17,362 5,278 JYOI.BO SRTY IN
Shareholding Pattern (%) Promoters MF / Banks / Indian Fls FII / NRIs / OCBs Indian Public / Others 65.2 17.5 12.8 4.6
SOTP valuation
Method JLL Henkel JFSL P/E P/E Stake sell Remarks
15.0x FY2014E earnings 19.0x FY2014E earning, (for 83.7% stake) Discounted at 50%, for 75% stake
`/share
204 26 19
Total
Source: Company, Angel Research
248
Tejashwini Kumari
022-39357800 Ext: 6856 tejashwini.kumari@angelbroking.com
EV/EBITDA (x) 13.7 15.1 24.9 13.9 8.7 Source: Company, Angel Research, #FY2012E includes Henkel numbers post August 22, 2011
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Table of contents
Investment arguments .............................................................................. 3 Henkels acquisition to expand JLLs portfolio ........................................ 3 Combined distribution network to increase penetration level .................. 3 Turnaround of Henkel A bright future for JLL....................................... 3 JFSL A long-term growth driver .......................................................... 5 Henkels acquisition A perfect synergy .................................................... 6 Quarterly performance ............................................................................ 7 JLLs performance ................................................................................ 7 Henkels performance .......................................................................... 8 Financials ............................................................................................... 9 JLL (Standalone) ................................................................................... 9 Henkel .............................................................................................. 11 JFSL .................................................................................................. 12 Outlook and valuation ........................................................................... 13 Peer comparison on various parameters ................................................. 14 Risk factors ............................................................................................ 15 Company background ........................................................................... 16 JLL .................................................................................................... 16 Henkel .............................................................................................. 17 JLL and Henkel Combined product portfolio......................................... 17 Fabric care ........................................................................................ 17 Dishwashing ...................................................................................... 18 Mosquito repellent ............................................................................. 19 Personal care ..................................................................................... 19 FMCG industry in India .......................................................................... 21
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Investment arguments
Henkels acquisition to expand JLLs portfolio
The acquisition of Henkel is a major corporate transformation for JLL, which is set to be positioned as a multi-brand company, owning 10 brands in total three brands of its own and seven brands of Henkel. This would provide JLL with immense opportunities to explore in terms of achieving revenue and cost synergy, which will result in substantial revenue growth, leading to higher operating margin.
Personal care
Fa Neem Margo
The expanded product portfolio would provide JLL with a balanced presence in the rural and urban areas, as JLLs ratio of rural and urban presence is 75:25 and that of Henkel is 30:70. The combined portfolio would complement both the companies, expanding their geographic reach. Moreover, the company will be able to cater to different income segment customers, as now the products would span out in all economic segments. Moreover, with brands such as Fa, Neem and Margo, the company will make a strong entry in the personal care segment.
Advisory Desk
Jyothy Laboratories | Initiating Coverage
the weaker areas of Henkels distribution channel, i.e. in the northern and western regions, and plans to support them w.e.f. April 1, 2012, which would help Henkels products to enjoy a pan-India presence. Post production, the next big task to be done is to revamp Henkels brands. JLL plans to reposition Henkels brands through new packaging and ad campaigns. For instance, new ad campaigns for Margo (from the coming summer season, April-May) and Pril (from March end) are on the cards. Also, JLL has removed most of the freebies with Henkels products and plans to reinvest the saved money in advertisements. Further, JLL plans for a 15% price hike across all product categories of Henkel, as management feels that Henkels products are currently underpriced compared to competitors. JLL plans to take this price hike in a phased manner (50% in 4QFY2012 and remaining in 4QFY2013). JLL also plans to sell Henkels Karaikal plant and other unused assets and use the proceeds to pay off the companys debt. However, the plan is on hold for now as, according to the terms of the acquisition, JLL is supposed to keep 75% of Henkels assets intact. Considering all these factors, we expect Henkels turnaround to take place by 2014E, leading to net profit of `19cr in FY2014E.
JLL (Standalone)
Henkel
Source: Company, Angel Research
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Total
Source: Company, Angel Research
113
JFSL further plans to expand to Tier I and Tier II cities through the franchisee channel, where companys share will be 35% and rest will be of the franchisee. Presently, the companys 11% volume comes from retail customers and rest 89% comes from institutional tie-ups; however, retail contributes to 55% of revenue and institution contributes the remaining 45%. The company is expecting the volume mix to change and the contribution from retail to increase considerably, which would substantially increase its revenue. According to managements forecast, JFSLs revenue is expected to reach `193cr, with operating margin of 26.1% and profit of `30cr by FY2014E.
Advisory Desk
Jyothy Laboratories | Initiating Coverage
83.7
783
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Quarterly performance
JLLs performance
JLL reported 12.0% yoy growth in its revenue and 72.1% yoy growth in its profit to `167cr and `29cr, respectively, in 3QFY2012.
3QFY12 167 87 52.1 22 13.3 29.38 17.6 138 28 17.0 2 6 14 34 20.4 5 14.5 29 17.5
2QFY12 155 90 58.0 21 13.4 37 23.7 147 8 5.0 2 4 15 17 10.9 4.45 26.3 12 8.1
% chg. (qoq) 7.5 (3.4) 6.8 (20.0) (6.1) 266.9 1,199bp 15.1 73.3 (3.6) 100.9 11.2 132.8
3QFY11 148.72 78.40 52.7 18.64 12.5 33.90 22.8 131 18 12.0 0.06 3.04 6.82 22 14.5 4.60 21.4 17 11.4
% chg. (yoy) 12.0 10.7 18.8 (13.3) 5.6 58.9 500 3,716.7 104.6 109.5 58.3 7.6 72.1
9MFY12 445 240.15 54.0 62.56 14.1 95.14 21.4 398 47 10.5 6.04 13.61 41.21 68 15.4 12.80 18.7 56 12.5
9MFY11 451 226 50.1 56 12.5 98 21.7 380 71 15.7 0 9 10 72 15.9 14 19.4 58 12.8
% chg (1.3) 6.4 10.9 (2.8) 4.7 (34) (513)bp 6,611.1 50.4 296.6 (4.8) (8.2) (3.9)
The companys revenue growth can mainly be attributed to volume growth (10% for Ujala and 38% for Exo). During the quarter, JLLs other expenses declined considerably because of lower advertisement spend. The company has taken a price hike of 7% across all product portfolios to meet the increase in the raw-material cost. However, the impact of the price hike was not seen in 3QFY2012 and is expected to be fully visible in the next quarter.
(` cr)
0 (20) (40)
(%)
20
Revenue (LHS)
PAT (LHS)
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Henkels performance
Henkels performance dipped sharply in 4QCY2011, majorly because of labor unrest at its Karaikal plant. The company reported a 28.4% qoq and 32.7% yoy decline in its revenue. This was the sharpest decline in its top line after its acquisition by JLL. Henkel lost `27cr and `7cr in its top line and EBITDA, respectively, due to a 62-day shutdown at Karaikal plant (September 26 to December 26), which manufactures Henko Stain Champion. Consequently, the companys EBITDA margin witnessed a dip of 834bp qoq and came in at 3.1%. The company reported loss of `11cr for the quarter.
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Financials
JLL (Standalone) Coming back on growth track
Top line to be driven by increased realization and volume growth
We expect JLL to report a revenue CAGR of 13% over FY2011-14E, from `646cr in FY2011 to `926cr in FY2014E. Major drivers for the same will be the current 7% increase in realization YTD and expected volume growth. Assuming that rural GDP grows at 14.5% and 14.7% yoy (similar to the last 10-year CAGR) in 2013E and 2014E, respectively, we expect the companys total sales to post a CAGR of 12.9% over FY2011-14E, as most of the companys sales come from rural areas. We expect the home care segment to post a CAGR of 9.0% to `276cr and the soaps and detergent segment to witness a CAGR of 15.0% to `587cr over FY2011-14E. We expect volumes of manufactured products to post a CAGR of 8.4% and 10.4% in the home care and soaps and detergent segments, respectively, over FY2011-14E.
(` cr)
Advisory Desk
Jyothy Laboratories | Initiating Coverage
10
Advisory Desk
Jyothy Laboratories | Initiating Coverage
11
Advisory Desk
Jyothy Laboratories | Initiating Coverage
12
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Henkel (Consolidated) Mcap (in ` cr) Net worth (2014E) (` cr) PAT (2014E) (` cr) Current PE (x) Target PE (x) Expected value (in ` cr) (for 83.7% stake) Outstanding shares (cr) Expected price/ share (`) (B)
293 (180) 19 15.7 19.0 298 11.6 26
JSFL Total EV (in ` cr) (including debt of `60cr) EV (Discounting at 50%) (in `cr) Value for JLL's 75% stake in JFSL (in `cr) Outstanding shares (in cr) Expected price/ share (`) (C)
400 200 150 8.1 19
248
13
Advisory Desk
Jyothy Laboratories | Initiating Coverage
6x
10x
14x
Sales (` cr)
685 796 955 1359 1500 1778 3779 4341 5179 5919
OPM (%)
10.7 13.2 8.3 10.3 19.5 19.9 12.7 13.3 17.8 18.4
PAT (` cr)
76 89 85 112 264 315 305 390 666 795
EPS (`)
9.5 11.1 10.5 13.9 17.5 20.8 5.0 6.3 3.8 4.6
RoE (%)
11.5 12.7 18.5 35.8 34.6 34.4 25.6 25.9 39.2 42.4
P/E (x)
17.8 15.2 16.0 12.1 22.7 19.0 33.2 26.0 27.8 23.2
14
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Risk factors
Business integration
Going forward, the major concern for JLL is the risk associated with the integration of Henkel. JLL and Henkel are in the process of a consolidation the companies are combining their manufacturing and distribution processes and JLL is set to revive most of Henkels brands with proper positioning. If things go haywire, JLLs growth could face a serious risk.
Raw-material cost
The companys key raw materials include HDPE, acid slurry, synthetic organic dye, Koylene, LABSA (sulphuric acid), Sumi 1 and Transfluthrin (insecticide) and brown sawdust. HDPE, which constitutes the largest raw-material expenditure, is a derivative of crude oil and is exposed to great price fluctuation. Currently, the company has only two suppliers for HDPE. For Transfluthrin, there is only one supplier in India; however, one Chinese player is expected to enter the market soon, providing the raw material at a much lower price. Until then, the company is completely dependent on the limited supplier in the market, which restricts the companys bargaining power. Further, JLL does not have any long-term supply contracts with its suppliers. Hence, any further hike in raw-material cost or any disruption in raw-material inflow may pose a risk to the companys business.
Others 5%
Plastic 13%
15
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Company background
JLL
JLL is an FMGC company present in the fabric care (Ujala), household insecticide (Maxo), surface cleaning (Exo), personal care (Jeeva) and air care segments (Maya). The company was started in 1983 as a single-brand company, with Ujala Fabric Whitener as its flagship product. However, over time, JLL has grown by diversifying itself, both in terms of its product portfolio and market size across India. JLLs manufacturing units are strategically present across India to maintain a lower logistics cost. The company has 28 manufacturing facilities in 16 locations across India, of which some are tax-efficient units. JLLs products are available in ~2.9mn outlets in India (as of March 31, 2011). The company has sales staff of over 1,800, servicing ~3,500 distributors. JLL also operates in the laundry business under the name of JFSL, which has become Indias largest laundry chain with 113 retail outlets in Bangalore, Delhi, Mumbai, Pune and Chennai. Further, JFSLs Hyderabad outlet is expected to be operational by March 31, 2012.
26.3
16
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Henkel
Headquartered at Chennai, Henkel was established in 1987 as a subsidiary of Henkel AG & Co. KGaA, Germany. The company is engaged in the business of laundry, home care, cosmetics, toiletries and hair care. The company comprises brands such as Pril, Henko, Fa, Mr. White, Chek, Margo and Neem. In August 2011, JLL acquired an 83.7% stake in Henkel.
Pril 17%
Margo 20%
Source: Company
17
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Dishwashing
Under this segment, JLL has Exo dish wash bar and liquid targeting rural and urban customers, respectively. The brand is positioned as an anti-bacterial dish wash, as it contains Cyclozan, which works against bacterial contamination of utensils. The products are doing well in southern India; however, it has been recently launched in Maharashtra, Delhi, Punjab and West Bengal. National rollout is the next step. With the addition of Henkels portfolio, the segment will now be focussing on urban Tier I and Tier II cities.
18
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Mosquito repellent
This mosquito repellent segment consists of brands such as Maxo coil, Maxo vaporiser liquid and Maxo aerosol. Maxo is facing strong pricing pressure, as it is present in the increasingly competitive market segment. However, the company had chosen to maintain its profit margin even at the cost of losing its top line. The company withdrew the trade schemes and promotions i.e., trade discount by ~7%, which affected the demand negatively, leading to decline in its revenue as well as market share.
JLL launched Maxo Military and Maxo safe & soft in February 2011, which uses DEPA (Di-ethyl Phenyl Acetamide) and expects these products to boost its revenue and the profit. The launch was in-line with the agreement with Department of Research and Development Organisation (DRDO), which gives JLL the exclusive right to develop DEPA multi-insect repellent. Further, the segment has lost 2% of its market share in the past one year (on TTM basis). Now, in order to revive the segment and maintain its market share, the company has planned for new ad campaigns, which are expected to start soon.
Personal care
The personal care segment was an unexplored segment for JLL as it has only one brand (Jeeva) under it, which contributes the least to the companys sales. However, with Henkels products, Fa, Neem and Margo, JLL has an opportunity to explore this segment as well.
19
Advisory Desk
Jyothy Laboratories | Initiating Coverage
JLL Jeeva -
JLL has planned a new campaign for Margo to revive and rebrand the product, which will help in repositioning the brand in the consumers mind. The campaign is expected to be launched in the summer season (April-May 2012).
20
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Exhibit 28: FMCG market size Growth over the past 10 years
160,000 140,000 120,000 100,000
(` cr)
FY01
FY02
FY03
FY04
FY05
FY06
FY07
FY08
FY09
FY10
21
Advisory Desk
Jyothy Laboratories | Initiating Coverage
22
Advisory Desk
Jyothy Laboratories | Initiating Coverage
23
Advisory Desk
Jyothy Laboratories | Initiating Coverage
24
Advisory Desk
Jyothy Laboratories | Initiating Coverage
25
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Note: *FY2009 was only for 9 months, #FY2012E includes Henkel numbers post August 22, 2011
26
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Note: *FY2009 was only for 9 months, #FY2012E includes Henkel numbers post August 22, 2011
27
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Note: *FY2009 was only for 9 months, #FY2012E includes Henkel numbers post August 22, 2011
28
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Note: *FY2009 was only for 9 months, #FY2012E includes Henkel numbers post August 22, 2011
29
Advisory Desk
Jyothy Laboratories | Initiating Coverage
Research Team Tel: 022 - 39357800 E-mail: research@angelbroking.com Website: www.angelbroking.com
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Disclosure of Interest Statement 1. Analyst ownership of the stock 2. Angel and its Group companies ownership of the stock 3. Angel and its Group companies' Directors ownership of the stock 4. Broking relationship with company covered
Jyothy Laboratories No No No No
Note: We have not considered any Exposure below ` 1 lakh for Angel, its Group companies and Directors.
Ratings (Returns):
30