Havells India (HAVL IN) - Uphill task ahead - Prabhudas Lilladher
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Havells India (HAVL IN)
Rating: REDUCE | CMP: Rs661 | TP: Rs566
Uphill task ahead
Amnish Aggarwal amnishaggarwal@plindia.com | 91-22-66322233
Paarth Gala paarthgala@plindia.com | 91-22-66322242
Havells India
Contents
Page No.
One stop shop FMEG player 5
Story in charts 6
Lloyd has its task cut out 7
HAVL repositioning Lloyd as ‘mass premium’ brand 7
Distribution – Entering emerging formats 8
Aiming for 75% in-house AC production by FY21 8
High competitive intensity, technology disruption a key challenge 9
Channel check suggests tough going in near term 12
Lloyd: Room Air Conditioners (~75% of sales); Needs to innovate 13
Lloyd LED TV: Little hope of survival? 13
Lloyd: Washing Machines; Might survive but unlikely to score big gains 14
Core Segment growth peaked out in FY19 15
Core segments to ride on BHARAT opportunity 16
Rural electrification, increased power supply to stimulate demand
for electrical products 16
HAVL to initiate rural push through mass brand ‘REO’ 17
Switchgears (17% of sales): Immense growth potential, margins at a risk 19
Cables and Wires (32% of sales): Innovations and EHV entry key to growth 20
LED lighting (13% of sales): Poor pricing power and easy Imitations
limit margin upside 21
Electrical Consumer Durables (20% of sales): Aiming for the skies 22
Innovation and Differentiation cornerstone of growth strategy 24
HAVL is investing in distribution expansion/ Automation 25
Channel Check takeaways 26
Financials & Valuations 27
Estimate CAGR of 13.3% in Sales over FY19-22 27
Commodity price pressures abating 28
EBIDTA and PAT CAGR of 14.8% and 14.1% over FY19-22 29
Valuations leave little room for an error 31
Annexure: 33
Board of Directors & KMP 33
September 9, 2019 2
September 9, 2019 Havells India (HAVL IN)
Company Initiation
Rating: REDUCE| CMP: Rs661 | TP: Rs566
Uphill task ahead
We initiate coverage on HAVL with Reduce rating and a price target of Rs566
Key Financials - Standalone
(33x Sept21EPS) as current valuations of 42.4xFY21EPS don’t fully price in 1)
Y/e Mar FY19 FY20E FY21E FY22E
poor visibility on scalability in Lloyd across segments and 2) peaked out
Sales (Rs. m) 100,576 112,224 127,902 146,230
EBITDA (Rs. m) 11,922 13,302 15,459 18,052 sales growth (19.8% in FY19) in Core segments like Switchgear, Cables and
Margin (%) 11.9 11.9 12.1 12.3 Lighting given slowdown in real estate, poor consumer sentiments and
PAT (Rs. m) 7,915 8,326 9,762 11,765 increasing competition.
EPS (Rs.) 12.7 13.3 15.6 18.8
Gr. (%) 12.9 5.2 17.3 20.6 Although HAVL is launching innovative products and new ECD categories
DPS (Rs.) 4.0 4.5 4.8 5.6 (water purifiers, grooming and kitchen appliances), however presence of
Yield (%) 0.6 0.7 0.7 0.8
brands like Philips, Braun, Wonderchef, Eureka Forbes and Kent will make
RoE (%) 19.8 18.5 19.3 20.5
sustained market share gains difficult. We believe increasing competitors
RoCE (%) 28.9 28.3 29.5 31.3
EV/Sales (x) 4.0 3.5 3.0 2.6 focus on premium products in fans and lighting can drag sales growth.
EV/EBITDA (x) 33.7 29.9 25.2 21.1
PE (x) 52.3 49.7 42.4 35.1
We estimate 13.3% sales CAGR over FY19-22 (11.6% in FY20) which will
P/BV (x) 9.8 8.7 7.7 6.8 enable an EBITDA CAGR of 14.8% led by gains from in-house manufacturing
in Lloyd, benign input costs and peaked out expenses on distribution
expansion and brand building. We estimate PAT growth of 5.2% in FY20 and
a CAGR of 14.1% over FY19-22.
HAVL which got re-rated post sale of Sylvania and Lloyd acquisition currently
Key Data HVEL.BO | HAVL IN
trades at 47.7x12 month forward PE which is at a premium of 15% to 5-year
52-W High / Low Rs. 807 / Rs. 550
Sensex / Nifty 36,982 / 10,946 average. We value the stock at 33xSept21 EPS and arrive at a target price of
Market Cap Rs. 414 bn/ $ 5,775 m Rs566. Sharp recovery in consumer demand and significant gains in Lloyd is
Shares Outstanding 626m
a key risk to our call. We initiate coverage with Reduce rating.
3M Avg. Daily Value Rs. 2056.26m
Investment Arguments
Lloyd has its task cut out: HAVL is positioning Lloyd as a mass premium
brand and is investing in branding, innovation, distribution (dealer additions,
Shareholding Pattern (%) Modern trade and online), in-house production (75% of RAC by 2021). Lloyd’s
Promoter’s 59.55
LED TV plans have gone haywire as aggressive pricing by MI (30-40%
Foreign 26.95
Domestic Institution 4.64 discount to LG, Samsung) in a technology intensive product has left very little
Public & Others 8.86 room for it to scale up. Lloyd has presence in washing machines and plans to
Promoter Pledge (Rs bn) -
test launch Refrigerators to complete its portfolio, however significant gains
looks unlikely given entry of new competitors (Voltas Beko, Siemens and
Liebherr) and existing giants like LG, Samsung, Whirlpool and Hitachi.
Core segments growth has peaked out: The core segment growth of 19.8%
Stock Performance (%) in FY19 was led by ECD (27%), Switchgear (18%) and Cables (20.5%) even
1M 6M 12M as lighting grew by only 10.7% due to price erosion in LED. Although HAVL
Absolute 2.2 (7.3) (2.6)
Relative 2.2 (8.2) 0.7
has plans to tap the emerging growth opportunity in BHARAT (Tier2/3 towns
and interiors) by push for REO and Standard brands, we expect sustained
Amnish Aggarwal
pressures led by 1) slowdown in real estate 2) pricing pressure and slow Govt
amnishaggarwal@plindia.com | 91-22-66322233 ordering in lighting 3) poor consumer sentiments and 4) increase in
Paarth Gala competition. We believe, our FY20 core segment sales growth of 13.5%
paarthgala@plindia.com | 91-22-66322242 (10.2% excluding ECD) is at risk given 9.1% (3.8% ex ECD) growth in 1Q and
residual growth of 14.8% for core segments (12.0% ex ECD) for 9MFY20.
September 9, 2019 3
Havells India
Innovations might not ensure success in new segments: HAVL’s USP has
been innovation and Premiumisation in key categories like fans, lighting, wires
and switchgear. Given high rate of product imitation and competitors shift
towards premium products in these categories (fans are 55% of ECD), HAVL
is focusing on new innovations like IOT (Internet of things), Bluetooth enabled
fans, façade lighting and emerging segments like water purifiers/heaters,
personal grooming and kitchen appliances. However, success in segments like
water purifiers (service driven), personal grooming and kitchen appliances
would be hard to come by given presence of competitors like Philips and Braun
in Grooming, Eureka Forbes and Kent in water purifiers and Philips and
Wonderchef in kitchen appliances.
Commodity deflation to provide some respite: Key commodity prices –
Copper/Aluminium/Brent Crude have increased at a CAGR of 9%/11%/14%
over FY16-19 thereby impacting gross margins by 340bps over FY16-19.
However, Spot LME Copper prices are down 6%, Spot Aluminium LME prices
down by 13% while Brent Crude prices down 6%. We believe that the major
pressure due to high commodity prices is over and expect moderate expansion
in gross margins hereon. We estimate an increase in gross margins by 40bps
in FY20 and another 30bps in FY21.
Estimate PAT CAGR of 14.1% over FY19-22: We estimate EBITDA CAGR
of 14.8% over FY19-22 led by gains from in-house manufacturing in Lloyd,
benign input costs and peaked out expenses on distribution expansion and
brand building. We estimate flat margins in FY20 but an increase of 20bps each
in FY21 and FY22. We estimate PBT from operations will increase by 9.5% in
FY20 and at a CAGR of 15.3% over FY19-22. PAT growth is estimated at 5.2%
in FY20 and at a CAGR of 14.1% over FY19-22.
Valuations don’t leave any room for error: HAVL saw massive re-rating from
28.3x12 month forward PE post sale of Sylvania to 43x at the time of Lloyd
acquisition to a high of 58.5x in March2019. The re-rating was due to
expectations of HAVL emerging as a key player in consumer electrical with
presence in Switchgears, Cables, Lighting, ECD, Consumer Electronics and
White Goods. HAVL reported PAT CAGR of 15.8% in the past 3 years, not
significantly higher than peers. HAVL currently trades at 47.7x12 month
forward EPS which has moderated from peak of 58.5x but still at a premium of
15% to 5year average PE.
We believe that P/E multiple of HAVL is high looking at future growth estimates
and competitive pressures faced in various product segments. We value the
stock at 33xSept21 EPS and arrive at a target price of Rs566. We initiate
coverage on the stock with Reduce rating.
September 9, 2019 4
Havells India
One stop shop FMEG player
Incorporated in 1983, Havells India Limited (HAVL) is a leading fast moving
electrical goods (FMEG) Company with presence in Industrial & Domestic Circuit
Protection Devices, Cables & Wires, Motors, Fans, Modular Switches, Home and
Kitchen Appliances, Air Conditioners, Electric Water Heaters, Power Capacitors,
Luminaires for Domestic, Commercial and Industrial Applications.
It has Havells and Crabtree, positioned as high-quality, mass premium brands
while Standard caters to mass segment. HAVL has launched REO brand to
cater to economy segment in tier2/3 cities.
Even though HAVL’s acquisition of Sylvania did not work well, it has acquired
Lloyd to enter Consumer electronics (Televisions) and white Goods (AC’s,
washing machines).
HAVL’s 90% products are energy efficient and manufactured in-house across
its 12 state-of-the-art manufacturing plants in India. It has started a unit to
manufacture AC’s in order to reduce costs and improve quality.
HAVL’s works on ethos of customer delight, dealer relationships,
manufacturing efficiencies and employee engagement. It has a sales network
of 6,500 professionals, 10,500+ dealers and over 40 branches in the country.
HAVL’s core business reported a CAGR of 12.4% in sales and 17.2% in EBIT over
FY16-19 while Lloyd sales declined by 1% on comparable basis in FY19. HAVL is
repositioning Lloyd as a mass premium brand, has set up in-house manufacturing
facility and plans to enter refrigerators to complete its portfolio. It is also increasing
presence in EHV cables, Industrial switchgears, water heaters, grooming, water
purifiers and kitchen appliances. We believe Havells is in for tough times given
heightened competition in consumer electronics, white goods, water purifiers and
grooming products. In addition, rising competition in core categories (Premium fans,
lighting and switchgears) will make it difficult to repeat success of past few years.
Core Portfolio (ex-Lloyd) contribute 82% of sales and 87% of EBIT
Sales Mix - FY19 EBIT Mix - FY19
Lloyd Sw itchgears Lloyd
18% 17% 13%
Sw itchgears
27%
ECD
22%
ECD
20%
Cable
32%
Cable
Lighting Lighting 22%
13% 15%
Source: Company, PL Source: Company, PL
September 9, 2019 5
Havells India
Story in charts
Revenue CAGR at 13.3% over FY19-22 Switchgear have highest EBIT margins
Revenue from Operations YoY gr. (RHS) EBIT Margins - FY19
32.7%
160 35.0%
38.5%
140 30.0%
120 23.6%
25.0% 28.6% 26.8%
100
(Rs bn)
20.0%
80 14.0% 14.3%
11.6% 16.1% 17.1%
15.0%
60
40 10.0%
101
112
128
146
20 5.0%
81
0 0.0%
FY18 FY19 FY20E FY21E FY22E Switchgears Cable Lighting ECD Lloyd
Source: Company, PL Source: Company, PL
Soft RM to enable recovery in EBITDA margins PAT growth to recover post FY20
EBITDA Margin (RHS) Adj EPS (Rs) YoY gr. (RHS)
12.9%
20 13.0% 20.0 25.0%
20.6%
12.8%
12.6% 17.3% 17.3% 20.0%
15 12.3% 15.0
12.4% 12.9%
(Rs bn)
12.1% 15.0%
12.2%
10 11.9% 11.9% 10.0
12.0% 10.0%
11.8% 5.2%
5 11.6% 5.0
5.0%
11.2
12.7
13.3
15.6
18.8
10 12 13 15 18 11.4%
0 11.2% 0.0 0.0%
FY18 FY19 FY20E FY21E FY22E FY18 FY19 FY20E FY21E FY22E
Source: Company, PL Source: Company, PL
Havells has been launching new products at regular intervals
Year Product launches
1977 Rewirable Switches and Changeover Switches
1979 HBC Fuses
1980 High quality Energy Meters
1985 MCBs
1996 MCCB, Cables & Wires
1997 Crabtree wiring accessories
2003 Fans, CFLs, Lighting fixtures
2004 Domestic Switchgear
2005 Premium Fans
2010 Electrical Water Heaters
2012 Copper Flexible Cables (Standard), Crabtree piano switches, XPRO Switchgear, TPW Fans
2013 Domestic Appliances, Pumps
2015 LED Lighting
2016 Air Coolers, home automation and control in Crabtree brand, Solar street lights
2017 Personal grooming products, Water Purifier, Air conditioners, LED TV, washing machines
Source: Company, PL
September 9, 2019 6
Havells India
Lloyd has its task cut out
Havells acquired the consumer durable business of Lloyd Electric & Engineering
(LEEL) which included the Lloyd brand, distribution network and manpower for an
enterprise value of Rs16bn in May 2017. Lloyd ranks amongst top few brands in
Room Air-conditioners (RAC) and has a presence in TVs & Washing Machine
segments. Acquisition of Lloyd marked HAVL’s entry into Rs700bn white goods and
electronics market which is estimated to grow at 15% CAGR in sales. Havells is
undertaking steps like 1) brand building and re-positioning 2) revamp of distribution
network 3) In-house manufacturing and 4) Entry in new product segments to
increase sales and profitability of Lloyd. We believe that Lloyd has its task cut out
to scale up in these segments due to strong brand play, tough competition, rapid
changes in technology and huge MNC dominance.
HAVL repositioning Lloyd as ‘mass premium’ brand
Lloyd had a positioning of a mass/economy brand targeting lower end of the
consumer pyramid in respective categories and competing with the likes of
Videocon, Haier, ONIDA, and Electrolux in Air conditioners and Sansui, ONIDA,
and Intex etc. in LED TV. This is in sharp contrast to Havells, which is positioned
as a premium brand across segments of Fans, Electric Wires, Lighting and
Switchgears. So HAVL is repositioning Lloyd as a mass premium brand led by
brand building, distribution revamp and quality enhancement.
High A&P spends to reposition Lloyd as “mass premium” brand
8%
7%
7%
FY18 FY19
6%
7%
5%
6% 5%
5%
4%
4%
3%
3%
3%
3%
3%
3%
3%
3%
2%
1.1%
1%
1%
2%
1%
1%
0%
Voltas Blue Star Whirlpool Hitachi Daikin HAVL LG India* Samsung Lloyd
India* India*
Source: Company, PL *FY17-FY18
HAVL has started investing in advertising and brand building. Lloyd’s
advertising spends at 6.9% of sales is significantly higher than Havells (3.1%).
Lloyd has recently named Deepika Padukone and Ranveer Singh, as its brand
ambassadors to increase resonance with – young, versatile and new age
couples to improve its brand impression.
Lloyd has considerably reduced the price gap with other players like Voltas,
Daikin and Blue Star etc. from 15-20% to 5-7%
Lloyd is focusing on providing technology-rich offerings like Grande AC, U Led
TV and adopting Internet of Things (IoT) in its product portfolio.
September 9, 2019 7
Havells India
Distribution – Entering emerging formats
Lloyd’s had a diversified & multi-level distribution network spread across 10,000
touch-points including distributors, large dealers & retailers. Lloyd has a stronger
presence in Tier II & Tier III towns in comparison to Tier 1 and metro cities. In
addition, Lloyd had very limited presence in modern retail stores and online formats.
HAVL has undertaken several initiatives to increase product visibility and
distribution reach.
HAVL focuses on building long term dealer relationships by brand building,
innovative schemes to increase profitability and business expansion to other
Havells products. It is now extending incentives to Lloyd dealers at par with
HAVL distribution.
HAVL is undertaking dealer expansion and migration to premium channel as a
key strategic initiative. Lloyd is aiming for 15% addition in dealers every year,
although it is also reducing some dealers in low priced channels.
As against ZERO presence in online platforms, Lloyd AC is now available on
leading online platforms like Flipkart, Amazon and Croma etc.
Lloyd is increasing presence in modern trade (30-35% of industry sales in
metros and Tier1 towns) and is now available in Reliance Digital, Tata Croma,
Vivek’s and Sargam. However, Lloyd is yet to penetrate in Vijay Sales due to
higher margin expectations of this retail chain
Lloyd is expanding its EBO - Lloyd Galaxy, from current level of ~80 which will
improve the touch points, but more importantly, brand visibility
The distribution strategy is showing impact as Lloyd products are now available in
~75% of the total retail universe. Modern retail and Online retail now contribute 20%
of revenues against 7-8% prior to acquisition. However, exit from low price channels
will continue to impact sales in the near term, as new channels have not been able
to fully compensate for the loss of sales in Lloyd’s traditional channels.
Aiming for 75% in-house AC production by FY21
While HAVL manufactures over 90% of its core segment products in-house, Lloyd
relies heavily on Chinese imports (80%). This exposes it to currency fluctuations
and custom duty changes as intense competition makes it difficult to pass on these
costs thereby impacting margins. With a view to reduce dependence on imports &
better control over quality Lloyd has started production at newly setup RAC plant:
The plant has a capacity of 0.6mn (expandable to 0.9mn) and set up at a total
cost of Rs3.5bn
The plant is integrated with in-house components, automated with robotics.
The plant will result into reducing the import dependence to 30-40% from current
80%. Lloyd is looking at 75% in-house production by FY21.
September 9, 2019 8
Havells India
High import content impacted margins due to depreciating INR
USD/INR EBITDA Margin % (RHS)
74 12.4% 14.0%
72 12.0%
9.3%
72
70 10.0%
7.0%
68 8.0%
66 4.8% 6.0%
2.9% 3.3% 3.4%
64 4.0%
1.7% 1.4%
62 2.0%
64
64
64
67
71
65
70
70
60 0.0%
Q1FY18
Q3FY18
Q4FY18
Q2FY19
Q3FY19
Q1FY20
Q2FY18
Q1FY19
Q4FY19
Source: Company, PL
Lloyd does not have any plan to have in-house production of washing machines
and LED TV’s. With Lloyd’s margins currently below the industry average, focus on
brand building, in-house manufacturing and increasing distribution reach will enable
margin expansion from current levels of 5.3%.
High competitive intensity, technology disruption a key
challenge
Lloyd has plans to offer complete portfolio of Whitegoods/ Electronics to the
consumers. Lloyd’s is looking to consolidate its position in the whitegoods segment
by increasing share in RAC (room AC) and washing machines and enter new
segments like Refrigerator. It aims to increase its presence in TV’s where it has
negligible share. Lloyd plans to test launch refrigerators in the coming months.
However, we believe that achieving sustained gains remain a challenge considering
high competitive intensity in these segments.
Presence of MNC with technology Fierce competition from Global Giants: Unlike the domestic competition
backed product pipeline, strong faced by HAVL in core segments like fans, cables, lighting and small durables,
brands and deep pockets make it it will now be competing against international giants such as Hitachi, Daikin,
difficult for Havells to make a major
success out of Lloyd acquisition Samsung, LG, Panasonic & Sony in these segments. These MNCs have deep
pockets to invest in R&D and Technology development, branding, distribution
and marketing, which Havells will find it hard to match.
New Entrants: The industry is also witnessing entry of new players (including
MNCs) given the huge growth potential of Indian market, rising disposable
income and low penetration levels.
High Discounts: White goods and electronics market is characterized by
intense price based competition, price discounts and exchange schemes.
The consumer durables industry faces technology disruptions and
obsolescence which results in steady price erosions and meaningful changes
in consumption pattern of consumers.
September 9, 2019 9
Havells India
Televisions – low probability of success: We believe Lloyd has very low
chances of making success in Televisions as competition, technology change and
pricing will make it difficult for Lloyd to make any dent in the category:
From CRTs to OLED, televisions have witnessed fast technology
advancements. Televisions have come a long way from CRT in nineties to PIP,
Surround Sound, Flat screen, Plasma, LCD, LED and now OLED. Change in
technology has made redundant several large CPT players. Brands like Texla,
Weston, Televista, BPL, Binnatone, Salora etc. have vanished and market is
dominated by LG, Samsung, Sony, Panasonic etc. from MNC stable.
MI’s aggressively priced launch has Lloyd was eyeing to fill the mid-priced void left by the exit of Videocon brands
forced players to cut prices by 25-
(Videocon, Sansui & Phillips), however entry of MI and consequent reduction
30% and spoiled little chance which
Lloyd had in LED TV market in LED TV prices has pushed it on the back foot. We note that MI’s aggressive
pricing has forced industry to cut prices by 25-30%. MI, VU currently have
32inch offering between Rs10.5-14000 and 43 inch between Rs22-28000.
Lloyd has products priced around Rs16900 and 37500, thus competing with
LG, Samsung etc. So the market has got demarcated between a MI, VU and
Haier on one hand and LG, Samsung and Lloyd on the other.
Although Lloyds had started aggressive advertising with two celebrity brand
ambassadors, MI has filled in the void which Lloyd was planning to cater to. This
has done a major blow to plans of Lloyd and Televisions will remain just as a part
of portfolio with little probability of scale up in this business.
Xiaomi’s aggressive pricing kicked off deep discounting in LED
LED Smart TV (Rs) 32-inch 43-inch 49-inch 55-inch
LG 17,999 33,779 43,000 62,999
Samsung 19,999 36,999 42,999 59,999
Lloyd 16,869 37,499 45,000 56,999
Haier 13,700 27,900 39,999 54,999
MI 12,499 21,999 29,999 47,999
VU 12,980 23,855 26,300 44,430
Source: PL
Rapid technological obsolescence witnessed in the television industry in last few decades
Source: LG, PL
September 9, 2019 10Havells India
Air conditioners: For Room Air Conditioners the biggest technological change has
been the advent of inverter compressors which provide more comfort and are
energy efficient. Unlike the fixed speed AC, an AC with inverter technology will run
continuously but will draw only that much power that is required to keep the
temperature stable at the desired level.
Inverter technology whilst consuming lesser power enables stable temperature at desired level
Source: PL
Adoption to invertor technology has been very fast as the price differential
between a fixed speed and invertor AC has declined from 20-25% earlier to
less than 15% now. This has led to their share in sales rising to 40-50%.
Invertor AC’s are transforming the Given that there are a few players who manufacture AC compressor, the basic
industry and now account for 40-50%
technology changes are relatively less. However, most players continue to
of sales
provide add on features like smart remote, internet of things etc. to create
product differentiation.
As AC’s running cost over the life of product is several times the cost of
acquisition, the consumer focus is more on energy efficiency.
We believe Lloyd has fair chance of increasing growth in AC segment given huge
underpenetration and limited product differentiation. Given the current competitive
situation in the market, reduction in costs from in-house production and its
translation to end consumer will be key to scale up in AC segment.
Refrigerator – another hard nut to crack: Lloyd eventually plans to increase
presence in the white goods market by test launch of Refrigerator, sometime next
year by out sourcing the product. Although refrigerator technology is fairly stable,
strong branding by players like Whirlpool, Samsung, LG, Hitachi, Haier and entry
of players like Voltas Beko, Bosch, Liebherr etc. will make success and profitable
existence a daunting task for Havells.
September 9, 2019 11Havells India
Channel check suggests tough going in near term
Our channel check suggests mixed feedback about the Lloyd brand and its revamp
attempts by Havells. Key takeaways are:
Although Lloyd has reduced price
differential in AC, no perceptible Lloyd has reduced the price differential with Voltas and Blue Star etc. to 5-7%
quality change is visible in order to improve the brand perception. Thus the prices have come in line
with Voltas, Blue Star etc.
Lloyd needs to improve product quality & features in its bid to successfully
revamp Lloyd as a mass premium brand, only changed pricing will not work.
Lloyd has entered and increased shelf space in large format retail stores, it
needs to add EBO stores to improve its footprint in non-metro regions.
Revenues/EBITDA to grow 6.9%/4.4% over FY19-22
Particulars (Rs mn) FY18 FY19 FY20E FY21E FY22E
Net Revenue 14,141 18,555 19,112 20,812 22,672
YoY growth % 31.2% 3.0% 8.9% 8.9%
Contribution 2,683 3,176 3,154 3,434 3,741
% of sales 19.0% 17.1% 16.5% 16.5% 16.5%
YoY growth % 18.4% -0.7% 8.9% 8.9%
Add: Depreciation 184 204 372 423 447
Less: Advertisement & sales promotion 973 1,279 1,425 1,551 1,676
% of sales 6.9% 6.9% 7.5% 7.5% 7.4%
Less: Other SG&A 768 1,115 1,208 1,317 1,390
% of sales 5.4% 6.0% 6.3% 6.3% 6.1%
EBITDA 1,126 986 892 990 1,121
Margin % 8.0% 5.3% 4.7% 4.8% 4.9%
YoY growth % -12.4% -9.5% 10.9% 13.3%
Less:
Depreciation 184 204 372 423 447
Finance Cost 0 3 4 2 1
Forex (gain)/loss -156 -35 0 0 0
Add: Other Income 0 0 7 16 22
PBT 1,098 814 524 581 695
Margin % 7.8% 4.4% 2.7% 2.8% 3.1%
YoY growth % -25.9% -35.6% 11.0% 19.7%
Source: Company, PL
We estimate tepid sales growth for Lloyd in FY20 and some pick up in FY21. We
estimate sustained pressure on profitability due to higher distribution and brand
investments and competitive pressures. We expect PBT for FY20 to decline by
35.6%. We have cautious to negative stance on Lloyds in the medium term.
September 9, 2019 12Havells India
Lloyd: Room Air Conditioners (~75% of sales); Needs to innovate
Lloyd faces tough competition from market leader Voltas & incumbent MNCs
Product Market size (Rs bn) Lloyd's share (%) Market Position Competitors, Market Share (%) Category Penetration Level
Room Air Conditioners 120 13% #3-4 Voltas, LG, Daikin 5%
Source: Company, PL
Lloyd is in the midst of repositioning itself from a “mass” to “mass premium brand”
Source: Company, PL
Competitive Landscape: Highly competitive Strategy: Distribution expansion & In-house production
HAVL is the 3-4th largest player in the Room Air Conditioner HAVL is in the midst of repositioning Lloyd from a mass to mass
market with a share of ~13%. Voltas remains market leader with premium brand by reducing the price gap and introducing new
~24% market share followed by LG. There has been an increased features. It has roped in Bollywood’s power couple in a bid to
shift towards inverter ACs as consumers are now preferring connect with the younger audience. Going ahead focus shall be
energy efficient models. RAC market is crowded by >20 players on innovation & IoT “smart” products. With its ~Rs5bn RAC facility
given strong growth potential. We believe rising disposable now operational in Rajasthan, Lloyd is expecting lower costs, and
income rising necessity of AC in tropical conditions will enable 12- better quality control. It is looking at expanding distribution in LFS
13% volume CAGR over next 5 years. However, increasing and online to gain share.
competitive intensity & input costs (custom duty, INR
depreciation) will prevent any margin expansion.
Lloyd LED TV: Little hope of survival?
In an industry fraught with technological disruption (latest from Xiaomi), Lloyd has negligible presence
Product Market size (Rs bn) Lloyd's share (%) Market Position Competitors, Market Share (%) Category Penetration Level
LED TV 300 3% - Samsung, LG, Sony 60%
Source: Company, PL
Lloyd is striving to make place in mass premium segment; however, faces an uphill task
Source: Company, PL
September 9, 2019 13Havells India
Competitive Landscape: Xiaomi entry hits Industry Strategy: Unlikely to remain a focus area
Indian Flat Panel Display (FPD) TV industry is highly competitive HAVL was looking at providing complete portfolio and to fill in the
with LG, Samsung & Sony holding nearly 65% of market share. vacuum created by the exit of Videocon brands (Videocon,
Lloyd has a negligible presence with 3% market share. The LED Phillips). However aggressive entry of Xiaomi (35% smart TV
TV industry which was battling with entry of mid-tier players share since launch) and price erosion has significantly impacted
Micromax, VU & private labels, has been hit by huge discounting players like Lloyd. Lloyd will continue to import/locally source TVs
by Xiaomi. The risk of technological obsolescence remains high and has little chance of scaling up in this category.
as has been visible with phase out of CRT, Plasma and LCD in a
span of 10 years.
Lloyd: Washing Machines; Might survive but unlikely to score big gains
Dominated by MNCs, Lloyd has next to zero presence; will continue as filler product
Product Market size (Rs bn) Lloyd's share (%) Market Position Competitors, Market Share (%) Category Penetration Level
Washing Machines 70 - - LG, Samsung, Whirlpool 10%
Source: Company, PL
Currently, Lloyd imports its entire bouquet of Washing Machine.
Source: Company, PL
Competitive Landscape: MNC domination Strategy/Outlook: Just a Part of white goods portfolio
Indian Washing Machine (WM) market is highly competitive with Lloyd largely imports its entire bouquet of Front Load, Top Load,
LG, Samsung & Whirlpool holding combined market share of and Semi-Automatic washing machines since it has a negligible
68.9%. With IFB, Godrej, Haier & Hitachi being the other presence in the space. Lower amount of technology play makes
prominent players. Lloyd has a negligible presence in the market. the chances of success better than TV segment. However, once
Increasing product awareness, affordable pricing & innovative it reaches a reasonable scale, Lloyd plans to set up a
products has aided the strong growth of WM. Semi-automatic is manufacturing facility as it can give it better control over quality.
the more popular category in India when compared to Fully-
automatic machines.
September 9, 2019 14Havells India
Core Segment growth peaked out in FY19
HAVL’s core business comprises of Cables, Switchgear, ECD and Lighting. This
segment of business is 82% of sales and has grown at a CAGR of 12.4% over
FY16-19. The core business grew at 9.3% over FY15-18 but by 19.8% in FY19 led
by ECD (27%), Switchgear (18%) and Cables (20.5%) even as Lighting grew by
only 10.7% due to price erosion in LED.
19.8% sales growth in core business
in FY19 was like a one off and is
Core business growth was led by increasing distribution, new launches in ECD like
unlikely to be repeated
water heaters, water purifiers and grooming products etc. HAVL also started
expanding its distribution in tier 2/3 cities and launched REO brand to capitalise on
demand following electrification and improving availability of power. HAVL also
benefitted from housing growth as it has strong presence in housing segment in
switchgear and cables.
HAVL created a clear brand architecture whereby Havells was positioned as a
premium brand, REO at the bottom and Standard as a mid- market brand. Cables
prices for these brands were at a discount of 5-15% than Havells. The discounting
for switchgears/switches has been 5-45%. However, lighting and select durables
will be sold under Havells brand only.
Cables growth acceleration will be a function of gains in EHV segment.
Switchgear sales will be reflective of urban housing, margins are a risk
ECD faces tough competition in new segments
HAVL is not playing pricing game in lighting, however industry pricing needs to be
watched out for.
EBIT margins are a key risk Expect steady growth to continue
Switchgears (Rs mn) FY18 FY19 FY20E FY21E FY22E Cables & Wires (Rs mn) FY18 FY19 FY20E FY21E FY22E
Revenue 14,245 16,802 17,642 19,936 22,727 Revenue 26,834 32,346 36,389 41,302 47,084
YoY growth % -2.9% 18.0% 5.0% 13.0% 14.0% YoY growth % 0.3% 20.5% 12.5% 13.5% 14.0%
EBIT 5,572 6,464 6,704 7,576 8,636 EBIT 4,380 5,217 5,822 6,608 7,533
Margin 39.1% 38.5% 38.0% 38.0% 38.0% Margin 16.3% 16.1% 16.0% 16.0% 16.0%
YoY growth % -0.7% 16.0% 3.7% 13.0% 14.0% YoY growth % 34.5% 19.1% 11.6% 13.5% 14.0%
Source: Company, PL Source: Company, PL
Will margins bounce back? Strong Revenue CAGR of 21.7% over FY19-22
Lighting & Fixtures (Rs mn) FY18 FY19 FY20E FY21E FY22E ECD (Rs mn) FY18 FY19 FY20E FY21E FY22E
Revenue 11,687 12,934 14,357 15,936 17,848 Revenue 15,696 19,939 24,724 29,916 35,899
YoY growth % 14.3% 10.7% 11.0% 11.0% 12.0% YoY growth % 10.5% 27.0% 24.0% 21.0% 20.0%
EBIT 3,356 3,694 4,092 4,542 5,087 EBIT 4,202 5,349 6,675 8,077 9,693
Margin 28.7% 28.6% 28.5% 28.5% 28.5% Margin 26.8% 26.8% 27.0% 27.0% 27.0%
YoY growth % 26.6% 10.0% 10.8% 11.0% 12.0% YoY growth % 20.3% 27.3% 24.8% 21.0% 20.0%
Source: Company, PL Source: Company, PL
September 9, 2019 15Havells India
Core segments to ride on BHARAT opportunity
With the NDA government pushing for better electricity supply to household across
states, especially rural India, the demand for electrical products like wires, cables,
switch, fans etc. is expected to grow. HAVL is gearing up to capitalize on this
sustained growth opportunity in Bharat (rural India and small towns).
Rural electrification, increased power supply to stimulate
demand for electrical products
Rural electrification has been one of the key focus area of Govt in the recent years,
more so post 2014. Electricity has reached all 0.6mn villages in India under ‘Deen
Dayal Upadhyaya Gram Jyoti Yojana’ (DDUGJY). The government has also
achieved ~100% last mile connectivity by providing connections to households
under Pradhan Mantri Sahaj Bijli Har Ghar Yojana’ (Saubhagya), except in cases
where people have not shown inclination to get electricity connections.
All Urban/Rural households now have access to electricity supply
Rural Urban
98% 100% 100%
100% 93%
88% 86%
90%
80%
70%
60% 55%
50% 44%
40%
30%
20%
2001 2011 2017 2019
Source: Ministry of Power, PL
In addition to electricity reaching the interiors, there has been improvement in
quality of power driven by significant reduction in load shedding and lower voltage
fluctuations, more so in rural India and small towns. We believe that increase in
access and availability will increase demand for essentials like cables, wires,
switches and fans initially. We believe increased supply of electricity coupled with
rising disposable income will increase demand for other basic appliances like mixer
grinder, air coolers and televisions in Phase II. Phase III could see increase in
demand for direct cool refrigerators and eventually room air conditioners.
Phase I Phase II Phase III
• Wires • Mixer/Grinder • Direct Cool
• Cables • TV Refrigerator
• Switch • Air Cooler • Room AC
• Fans
September 9, 2019 16Havells India
With the electrification drive in the states of Bihar and Jharkhand, the growth in
television households was the highest in these states at 24%, followed by Assam,
Sikkim and North East at 21%. Although electrification will have long term gains,
sharp increase in density of TV’s suggest that bump up in demand for basic goods
like LED bulbs, fans etc. will play out sooner than was expected earlier.
10 states with 24hrs rural power supply Rural power supply on an upward trajectory
Rural Power Supply (hr/day) May18 Jun-19 Power Supply (hr/day) May-18 Jun-19
Gujarat 24.0 24.0 Nagaland 20.0 22.0
Himachal Pradesh 24.0 24.0 Bihar 18.2 21.9
Kerala 23.0 24.0 Rajasthan 22.0 21.0
Maharashtra 23.3 24.0 Odisha 19.0 20.1
Punjab 24.0 24.0 Assam 19.0 19.0
Tamil Nadu 24.0 24.0 Karnataka 19.0 18.6
Telangana 24.0 24.0 Meghalaya 21.5 18.5
West Bengal 24.0 24.0 Uttar Pradesh 17.9 18.0
Tripura 23.5 24.0 Jharkhand 16.8 17.4
Uttarakhand 23.9 24.0 Sikkim 17.0 16.5
Madhya Pradesh 23.0 23.5 Haryana 13.6 16.4
Andra Pradesh 23.1 23.2 Jammu & Kashmir 14.5 16.0
Chattisgarh 23.0 23.0 Mizoram 10.0 14.7
Manipur 22.5 22.5 Arunachal Pradesh 14.3 14.3
Source: National Power Portal, PL Source: National Power Portal, PL
HAVL to initiate rural push through mass brand ‘REO’
HAVL has been an urban centric company focusing on premium and mass premium
segment of products. 100% village and household electrification and improved
availability of power has opened up immense growth opportunities in rural India and
small towns. In addition, media reach and internet has created awareness about
quality and brands, which works to the advantage of organised players. HAVL has
taken several strategic steps to capitalise on the growth opportunity in rural India
and small towns (10k-50k population).
Distribution Expansion: HAVL has started a pilot project to expand rural
distribution in UP, Odisha and Rajasthan. Currently it has presence in 1,000
villages and small towns and is looking at increasing reach to 3,000 by 2020.
Rural distribution will be modelled like an FMCG company with a stockist or
super stockist who is supplying to the retailers.
Focus through mass priced REO and Standard brands: Since HAVL has
premium positioning, in a bid to prevent brand dilution, HAVL is entering these
markets through ‘REO’ and ‘Standard’ brand. While Switchgears, Switches,
Wires & Cables (~50% of sales) shall be sold under these brands, Lighting
products will remain under Havells brand only.
REO/Standard products at 5-45% discount to Havells: Cables offered
under REO/Standard brand are priced 5-15% lower than Havells cables.
Similarly, the MCB’s are priced 11-45% lower than Havells. Despite lower
prices, REO and Standard products are not expected to be margin dilutive as
they have lesser features/aesthetics than HAVL brand products.
September 9, 2019 17Havells India
REO-Standard PVC cables at average discount of 5-15% to HAVL
Single Core PVC Cable, (List Price in Rs/90m)
Nominal area of
Havells REO diff (%) Standard diff (%)
conductor (sq.mm)
0.75 870 780 -10.3 820 -5.7
1.0 1,160 995 -14.2 1,095 -5.6
1.5 1,725 1,490 -13.6 1,630 -5.5
2.5 2,785 2,410 -13.5 2,630 -5.6
4.0 4,090 3,600 -12.0 3,865 -5.5
6.0 6,150 5,380 -12.5 5,810 -5.5
Source: Company, PL
REO-Standard MCB at average discount of 15-27% to HAVL
Single Pole MCB (List Price in Rs per unit)
Rating Havells REO diff (%) Standard diff (%)
6A-32A 245 137 -44.1 180 -26.5
40A 479 325 -32.2 415 -13.4
63A 526 405 -23.0 465 -11.6
Double Pole MCB (List Price in Rs per unit)
Rating Havells REO diff (%) Standard diff (%)
6A-32A 680 540 -20.6 595 -12.5
40A 1,056 750 -29.0 915 -13.4
63A 1,139 900 -21.0 1,000 -12.2
Four Pole MCB (List Price in Rs per unit)
Rating Havells REO diff (%) Standard diff (%)
6A-32A 1,532 1,155 -24.6 1,285 -16.1
40A 2,050 1,520 -25.9 1,735 -15.4
63A 2,148 1,695 -21.1 1,840 -14.3
Source: Company, PL
REO-Standard switches at average discount of 8%-40% to HAVL
Switch (List Price in Rs per unit)
Type Havells REO diff (%) Standard diff (%)
1Way Switch 44 30 -31.8 40 -9.1
2Way Switch 102 58 -43.1 97 -4.9
1Way Bell Push 118 63 -46.6 105 -11.0
Mega Bell Push 155 81 -47.7 145 -6.5
Source: Company, PL
September 9, 2019 18Havells India
Switchgears (17% of sales): Immense growth potential, margins at a risk
HAVL is market leader in Rs22bn MCB industry; holds 14-15% market share in premium modular switches
Organized
Product Market size (Rs bn) HAVL's share (%) Market Position Peers
Penetration Level
MCB 22 27-28% #1 Legrand, Schneider High
Switches* 22 14-15% #3 Panasonic (Anchor), Legrand Medium
Source: Company, PL *Premium Modular plate switches
Switchgear sales dominated by residential segment (70% of sales)
Switchgear Sales Mix %
Non-
Residential
30%
Residential
70%
Source: Company, PL
Competitive Landscape: Leader in Residential segment HAVL’s Strategy & Outlook: Long Term growth positive
MCB: HAVL is the largest player with a market share of ~27-28% HAVL’s MCBs have a strong presence in trade channel/dealers
followed by Legrand & Schneider. Technology intensive nature of and residential segment contributes ~70% of total revenue.
the product has resulted in high share of organised players Havells is expanding in industrial segment and has tied up with
(~90%). Switchgear is a highly urbanised product which is yet to Hyundai. Switchgear demand is impacted due to slowdown in real
enter small towns and rural India in a major way, which signifies estate and construction activity.
huge growth potential in the medium term.
Havells is following a multi-brand strategy (Havells, Crabtree,
Modular Switches: With a market share of ~14-15% HAVL is the Standard) to cater to consumers across price segments. In its
third largest player after Anchor (Panasonic) & Legrand. Rising semi-urban/ rural push, HAVL is offering switches & switchgears
disposable income & growing preference for aesthetically under the REO brand with value pricing to expand the market.
designed modular switches will enable 11% CAGR of Industry
over FY18-23.
Switchgear Industry is de-growing since Nov2018 due to slowdown in construction
activity. Liquidity issues and pressure on large builders and contractors is impacting
demand as the product has usage mainly in new construction. HAVL has adopted
a two pronged strategy to increase growth 1) push for Standard and REO branded
switchgear (price discount of ~11-45% than Havells) to cater to affordable housing
segment and 2) expanding super stokists and distributors in small towns. Our
industry and channel checks suggest that consumers don’t mind paying high price
as they seek to fulfill the need of protection from short circuits and fire. We believe
that such a positioning (except cartelization) is unsustainable and entry of new
players in this industry will result in gradual moderation in switchgear contribution
margins from current levels of 38-39% (~25% after proportionately adjusting for its
share in unallocated expenses).
September 9, 2019 19Havells India
Cables and Wires (32% of sales): Innovations and EHV entry key to growth
HAVL is focused on increasing distribution reach, penetrate semi-urban/rural markets through “REO”
Competitors, Market
Product Market size (Rs bn)* HAVL's share (%) Market Position Organized Penetration Level
Share (%)
Residential 80 16% #3 Finolex, Polycab Low
Industrial 120 10% #3 Polycab, KEI Medium
Source: Company, PL
Cables & Wires sales split equally between Domestic & Industrial segments; Clever ad campaigns
Cables & Wires Sales Mix %
Industrial Domestic
50% 50%
Source: Company, PL
Competitive Landscape: Measured competition Strategy/ Outlook: EHV and branding holds key
In the ~Rs346bn organized cables & wires market, HAVL is the HAVL’s plans to expand portfolio and enter new segments (EHV)
third largest player with ~8% market share followed by KEI as it currently caters to ~58% of overall organized cables & wires
industries. Polycab (18%) is the largest player offering a wide market. HAVL continues to focus on innovation and launched heat
range of products. HAVL has higher share from domestic and fire resistant cables (HRFR) in regular product range.
segment in comparison to competitors.
In a bid to penetrate the semi-urban/rural markets, HAVL has
Led by government initiatives in power & infrastructure, cables & launched wires at a lower price point under the REO brand. The
wires industry is expected to grow at a CAGR of 15% over FY18- management is focused on increasing its distribution reach in the
23 to Rs1033bn. Increase in technological & product western region where HAVL’s presence is currently weak.
complexities, promotion & branding by leading cable
manufacturers is likely to increase organized share of cables to
74% (66% currently).
HAVL has launched value for money cables for residential usage under the brand
REO which are priced at 10-15% discount to Havells brand. Havells has positioned
products on innovation platform and is looking at increasing distribution reach in tier
2/3 cities and also western India where it is weak. We believe increasing share in
western India would be a tough task given that it is a strong hold of Polycab and
Finolex. We believe Havells needs to venture into high end industrial cables to
increase growth rates. However, rising usage of Busbar trunking in high rise
buildings and Industrial projects is a key risk to the industry, albeit in long term.
September 9, 2019 20Havells India
LED lighting (13% of sales): Poor pricing power and easy Imitations limit margin upside
HAVL enjoys 10-14% market-share in an industry plagued by intense competitive intensity and price erosion
Product Market size (Rs bn)* HAVL's share (%) Market Position Competitors, Market Share (%) Organized Penetration Level
Lighting & Fixtures 65 10-14% #2-4 Philips, Crompton, Bajaj, Wipro Medium
Source: Company, PL
Innovations have limited shelf life in Lighting
Lighting Sales mix %
B2G
16%
Consumer
Lighting
49%
Profession
al Lighting
35%
Source: Company, PL
Competitive Landscape: Intense price based competition Strategy/Outlook: Innovation and Penetration a focus area
With a market share of ~10-14%, HAVL ranks between ~#2-4 in HAVL has designed an exhaustive product range keeping in mind
India’s lighting industry. Phillips (#1), Crompton, Bajaj, Syska & consumer consideration & preference. With a thrust on innovation,
Wipro are the other large players in the market. LED is now the HAVL is looking to set up its 2nd R&D facility in the tech city of
dominant lighting technology across all applications as Bangalore (1st being in Noida). In order to ease the negative impact of
sustained reduction in prices and Govt push (Ban on fluorescent price erosion (LED’s) & RM inflation on margins, HAVL is focusing on
lamps and free/subsidised distribution) has resulted in innovation & deeper penetration (increase distribution reach). In
consumer shift. Innovation, Premiumisation and aesthetics are consumer lighting (~50% of lighting sales), HAVL is improving primary
key to offer a differentiated value proposition (Eg. Anti-bacterial & secondary reach while in professional lighting (B2B + B2G) it is
bulbs by Crompton) in a market flushed with Chinese imports focused on product innovation & use of latest technology.
and easy product imitations.
Lighting segment has been under pressure due to slow Govt orders and pricing
pressures in B2C segment. Rising competition from Chinese products and lack of
product differentiation has been one of key limitations. Havells does not want to
play the volume based push strategy in this business and has been focusing on
increasing presence in the fixtures, battens and decorative lighting. We note that
easy availability and regular launch of new products in fixtures can accelerate
growth as the fixtures segment is dominated mainly by unorganized players.
We believe that pricing power in lighting and fixtures would remain limited given
that the products can be easily imitated and value pricing plays a far important role
than branding. We expect steady sales growth of 11% CAGR; margin recovery will
be slow given highly competitive nature of the industry.
September 9, 2019 21Havells India
Electrical Consumer Durables (20% of sales): Aiming for the skies
Market leader in premium fans; focusing on innovation in a bid to offer differentiated value proposition in ECD
Product Market size (Rs bn)* HAVL's share (%) Market Position Competitors, Market Share (%) Organized Penetration Level
Fans 69 16% #3 Crompton, Orient, Usha High
Water Heaters 14 15% #2 Racold, AO Smith Low
Other Appliances 52 2-3% NA Bajaj, Phillips Low
Source: Company, PL
Water Purifiers, Kitchen appliances and Grooming products added to the portfolio
Source: Company, PL
FANS: Industry eying Premiumisation Strategy/Outlook: REO to drive mass move
Fans account for ~55% of ECD sales for Havells. HAVL is the Rising competition in the premium segment and huge scope in
third largest player in fans, with dominant leadership in the tier2/3 cities has forced Havells to 1) consolidate its position in
premium segment (~25% of market). Crompton leads the overall premium segment through new models/products (Enticer smart
market with a share of ~24-25%. Havells redefined fans with its fans, Stealth cruise & Trinity) and 2) increasing offerings under
premium offering in an old and laid back category. However, the REO brand in mass segment to capitalise on growth opportunity
Industry dynamics are changing as all key players like Crompton in rural India and small towns. Havells is targeting to increase
and Orient etc. have started focusing on the premium segment overall share to 20%. Increasing focus of major players will
with multiple offerings. We expect steady demand as Rural expand premium segment, however rising competition can
electrification and improved power availability is a key trigger. impact sales growth, pricing and limit scope of margin expansion.
Water Heaters; Competitive Intensity on the rise Strategy/Outlook: Product Differentiation is key
HAVL is the second largest player (15% share) in the ~Rs14bn HAVL launched Adonia water heaters (colour changing LED
market where Racold is leader with ~30% share. Crompton and technology) in a bid to further expand its market share. The
orient are increasing offerings in this segment which will increase category offers huge growth potential given presence of large
competition. local/unorganized players and huge scope of innovation and
branding.
Appliances: late entrant Strategy/Outlook: Tough to scale up
Small appliances market (~Rs52bn) is dominated by Phillips and HAVL is realigning distribution with increasing availability of its
Bajaj. HAVL (since 2012) has a negligible presence in the space products through Kitchen Appliance stores and launching
with only ~2-3% market share. Other players include Morphy regional specific products. HAVL has entered host of new
Richards, Kenstar and USHA. The category has seen entry of products including RO&UV water purifiers (launch in 100 cities),
Prestige, Pigeon and Wonderchef and a host of other kitchen Juicers, blenders, irons, Mixers, Air Fryers, Toasters and
ware brands. Philips clearly dominates the premium segment and Tea/Coffee makers etc. HAVL has positioned its products as a
its acquisition of Preethi has consolidated its position in south premium offering given that the segment offers huge scope for
India. Philips offers the most comprehensive range of Small upgradation and has limited brand presence of Philips and
appliances including juicers, air fryers, citrus presses and has Wonderchef at the top. However, given the strong brand
entered air purifiers, garment steamers, Humidifier and small perception of Philips built over decades and personality led
vacuum cleaners. Wonderchef, riding on the popularity of chef positioning of Wonderchef, it would be a herculean task for
Sanjeev Kapoor is one of the fast emerging brands in the kitchen Havells to make a significant dent in this segment. Water
appliance segment and has recorded sales of Rs3bn with a target purifier segment seems tough to crack with presence of Eureka
of Rs8bn in five years. Forbes, Kent, Philips and HUL in this service driven category.
September 9, 2019 22Havells India
Grooming Products; Huge growth potential Strategy/Outlook: Tough to crack
Grooming products have a market size of Rs18-20bn and are Havells is targeting premium positioning in grooming products
growing at a CAGR of 25-30%. Grooming products have been a and will compete with Philips, Braun (Gillette) and Panasonic
stronghold of Philips and Braun with little presence from domestic mainly. We note that Havells has priced its products at 10-15%
players. We believe that the changing consumer attitude towards discount to Philips, however it will have to compete with other
personal grooming is increasing demand for female centric players and domestic brands. Havells needs to create a distinct
products like Hair Dryers, Hair Epilators etc. Similarly, male positioning to succeed like it had done in fans. However, as
grooming products like Electric shavers, trimmers, body Havells is not a first mover in this, making strong inroads in the
groomers are finding rising demand with growing need to look grooming segment will be a long and arduous journey.
and feel good.
Mass premium positioning of products competing with the likes of Philips, Wonderchef
Personal Grooming Products Key Competitors HAVL Positioning
Electric Shaver, Multi Grooming Kit, Beard
Male Grooming Phillips, Braun, Nova, Syska, Panasonic, Vega Mass Premium
Trimmer, Nose & Ear Trimmer, Body Groomer
Hair Styling, Hair Dryer, Skin Care, Female
Female Grooming Phillips, Braun, Vega, Syska, Panasonic Mass Premium
Depilation
Baby Grooming Baby Hair Clipper Phillips, Panasonic, Yijan, Glendan Mass Premium
Appliances Products Key Competitors HAVL Positioning
Air Fryer, Induction Cooker, Oven Toaster
Morphy Richards, KenStar, Wonderchef,
Cooking Griller, Sandwich Maker, Pop Up Toaster, Mass Premium
Prestige, Phillips
Electric Cooker
Juicer Mixer Grinder, Mixer Grinder, Blender, Prestige, Preethi, Phillips, Bajaj, Morphy
Food Preparation Mass Premium
Food Processor, Juicer Richards, Kenstar, Wonderchef, Phillips
Brewing Coffee Maker, Kettle, Tea Maker Wonderchef, Phillips, Morphy Richards Mass Premium
Garment Care Steam Iron, Dry Iron, Garment Steamer Morphy Richards, KenStar, Phillips Mass Premium
Source: xxx
ECD segment contributes ~20%/22% to sales/EBIT of Havells. ECD sales have
grown at a CAGR of 18% in the past 4 years, with tepid growth in 2016 and 2018.
Fans account for ~55% of sales while kitchen appliances and water heaters account
for ~13% each of category sales. Water purifiers and grooming products account
for ~4-5% each. Entry into new products is driving growth of ECD segment. Havells
has been able to increase presence in water heaters. While expanding product
portfolio offers opportunity to grow sales, intense competition in grooming and
kitchen appliances can act as a near term drag. We believe that Havells is trying to
enter multiple segments at the same time, even as some of its competitors have
well defined niches. We remain cautious on the increased aggression into new
product segments.
September 9, 2019 23Havells India
Innovation and Differentiation cornerstone of
growth strategy
HAVL started as a switches and fuse company which ventured into new segments
like Fans, Lighting, domestic appliances (water heaters, Water Purifiers, Kitchen
Appliances, Male and female grooming). It has also entered into technology-based
product extensions in new categories like LED lighting and home automation. HAVL
is using advanced data analytics and technology to develop products to fill need
gaps. HAVL’s R&D Centre is focused on developing intelligent, eco-friendly and
energy efficient products. Havells plans to increase the R&D spend from current
0.8% to 2% which will be instrumental in new product development. HAVL’s
aggressive push for innovation and new launches is reflected in:
IOT-enabled devices including Indoor smart light meeting requirements of HCL
(Human centric light). HAVL is also developing intelligent and connected
products ranging from smart home lighting, air conditioners, fans and water
heaters which can be controlled from remote location including voice
assistance platforms to provide ease of control through voice command.
High-end automation solutions for new homes and retrofits for existing homes.
‘Bluetooth’ enabled fans, ‘QR codes’ in products to tackle counterfeit,
interactive lighting solutions among others.
Smart and connected appliances such as Adonia and Droid water heater.
Technological tie-up with Hyundai for Magnetic Contractors
The results are visible as Lighting & ECD recorded sales CAGR of 15% and 21%
respectively over the last decade. We expect these initiatives to enable 21.7%/11%
growth in ECD/Lighting over FY19-22E
Innovative product launches: Fast cooling RAC, energy efficient fans & IoT enabled water heater
Source: Company, PL
Trim LED clip-on; product expansion in kitchen appliances
Source: Company, PL
September 9, 2019 24Havells India
HAVL is investing in distribution expansion/ Automation
E-Sampark Mobile App
HAVL has been making significant investments to improve the depth and quality of
marketing and distribution. Continuous investment in the cutting-edge technology
and innovation has helped HAVL to stay ahead in the highly competitive landscape.
HAVL has always viewed IT as an enabler and of strategic advantage in order to
gain market share, connect deeper with customers and increase efficiency &
profitability. HAVL is looking at increasing the use of technology with several online
and mobile based applications to bring customers and partners closer:
HAVL has a strong domestic presence across 45 cities with nearly 6,500 sales
professionals. Now it has access to 2,283 towns with population exceeding
25,000 which represent 50% of such towns in India.
HAVL has 10,500+ dealers and has opened 500 Galaxy stores which offer
HAVL products under one roof. HAVL sales team undertakes 7,000 channel
partners and 75,000 retailer visits/month.
HAVL has nurtured strong relationship with dealers by brand building, efficient
service network, innovative schemes and expansion in portfolio from wires to
switchgear, lighting and ECD. This has provided strong stickiness to the dealer
and distributor network for the company.
E-Sampark – A retailer app that supports direct communication between HAVL
and its retailers. Digitised consumption and redemption of loyalty programme
and will help save significant manpower and cost previously incurred to help
manage the loyalty programme.
M-Konnect Mobile App M-Konnect App – It is a dealer APP which enables placement of orders,
update on products, promotions, schemes, claim settlement and resolution of
concerns. 80% of orders are now booked from mobile application.
Distribution Management System – It Works as mini ERP system to
distributors, providing benefits like real time monitoring of receivables, tracking
of targets, faster settlement of secondary schemes & better inventory
management.
Enterprise Data Warehouse - It is the Centralised data repository that stores
transactional data. EDW is designed for decision-support, analytical reporting,
ad-hoc queries and data mining thereby converting enterprise wide data into
business insights for quick decision making.
HAVL is now working on advanced analytics in air conditioners which will
enable them to predict service need, push notifications to service staff and
consumers, allocate resources in advance, reducing downtime and providing
a personalised and friction-free consumer experience.
These initiatives have helped the company delight its customers, achieve better
channel partner relationship and improve engagement with employees. The
investments in the artificial intelligence, natural language processing, IOT and IIOT
ensures that the company is building future ready products and services.
September 9, 2019 25You can also read
