(SUBSCRIBE) SBI Cards and Payment Services Limited IPO Note - 27 February 2020 - Dealmoney

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(SUBSCRIBE) SBI Cards and Payment Services Limited IPO Note - 27 February 2020 - Dealmoney
SBI Cards and Payment Services Limited
              IPO Note
            (SUBSCRIBE)

                                         27 February 2020
(SUBSCRIBE) SBI Cards and Payment Services Limited IPO Note - 27 February 2020 - Dealmoney
IPO details

    Key Data                                                                                                         Pre Issue                 Post Issue^
                                                                                                                                                  # no. of
    Issue Opens                                                                                                  no. of Shares    % Holding                % Holding
                                                                            2-Mar-20                                                               Shares
    Issue Closes                                                                          Promoters               689,927,363.0       74.0% 559,400,565.0      59.6%
                                                                            5-Mar-20
                                                                                          Public                  242,406,915.0       26.0% 249,029,432.0      26.5%
    Equity Shares Offered (in mn.)                                                137     Others                            0.0                         0.0     0.0%
    QIB                                                                    Up to 50%      Offer for sale                                      130,526,798.0    13.9%

    NIB                                                                                   Total                   932,334,278.0     100.00% 938,956,795.0     100.0%
                                                                             Min 15%
                                                                                                                     Pre Issue                 Post Issue^
    Retail                                                                   Min 35%
    Face Value (`)                                                                 10
                                                                                                                     Object of the issue
    Price Band (`)                                                           750-755
                                                                                           OFS - The object of the Offer for Sale is to allow the Selling
    Max. Issue Size (` mn)                                                                  Shareholders to sell.
                                                                           103,547.7
                                                                                          •   Fresh Issue – The net proceeds to be utilized for augmenting the
    Lot Size (Eq. Shares)                                      19 and multiple thereof        capital base to meet company's future capital requirements.

     Valuation                                   @ 750 per share       @ 755 per share                               Recommendation
     Market Cap (` mn)                                    150,000              151,000
     Net Debt (` mn)                                      128,737              128,737    SBI Cards is the second largest credit card issuer with 17.1% market
                                                                                          share in terms of credit spend in FY19. Internationally, credit card
     Enterprise Value (` mn)                              278,737              279,737
                                                                                          industry is at nascent stage which leaves potential on a long term
     EV/ Sales                                                                            horizon. The company has a strong PSU parentage -SBI bank which
                                                                 4.0                4.0   holds ~74% in the company.
     EV/ EBIDTA
                                                                11.4               11.4   On valuation front, at an upper issue price of Rs. 755 it is valued at a P/B
     P/B                                                                                  of 17.5x FY19 earnings which looks pricey. Further, strong net
                                                                 4.2                4.2   margin, superior return ratios and promising long term outlook brings
     P/E                                                                                  optimisim to this IPO. We give SUBSCRIBE rating to SBI cards for long
                                                                60.2               60.6   term.

          Source: Red Herring Prospectus, Dealmoney Research

2             27 February 2020
(SUBSCRIBE) SBI Cards and Payment Services Limited IPO Note - 27 February 2020 - Dealmoney
Second-largest credit card issuer in India

     SBI cards and payment services Limited (SBI cards) started its operations in 1998, and since then SBI’s parentage and highly
      trusted brand have allowed it to quickly establish a reputation of trust, reliability and transparency with our cardholders

     SBI cards and payment services Limited (SBI cards) is the second-largest credit card issuer in India, with a 17.6% and 18.1%
      market share of the Indian credit card market in terms of the number of credit cards outstanding as of March 31, 2019 and
      November 30. respectively, and a 17.1% and 17.9% market share of the Indian credit card market in terms of total credit card
      spends in fiscal 2019 and in the eight months ended November 30, 2019, respectively, according to the RBI

     SBI cards offers an extensive credit card portfolio to individual cardholders and corporate clients which includes
      lifestyle, rewards, travel and fuel, shopping, banking partnership cards and corporate cards covering all major cardholder
      segments in terms of income profiles and lifestyles

     It is a subsidiary of SBI, India’s largest commercial bank in terms of deposits, advances and number of branches as of September
      30, 2019, according to the RBI

     According to the RBI, SBI cards has grown the business faster than the Indian credit card market over the past three years both in
      terms of numbers of credit cards outstanding and amounts of credit card spends, and it believes it has achieved this by leveraging
      its strengths and capitalizing on India’s favourable economic and demographic changes, including its strong macroeconomic
      performance, rising affluence, increasing consumer demand, rapid urbanization and the growth of e-commerce platforms

     From March 1, 2017 to March 31, 2019 its total credit card spends grew at a 54.2% CAGR (as compared to a 35.6% CAGR for the
      overall credit card industry, according to the RBI) and the number of credit cards outstanding grew at a 34.5% CAGR (as
      compared to a 25.6% CAGR for the overall credit card industry, according to the RBI)

     SBI cards has a broad credit card portfolio that includes SBI Card-branded credit cards as well as co-branded credit cards that
      bear both the SBI Card brand and co-brand partners’ brands. It offers four primary SBI Cardbranded credit cards:
      SimplySave, SimplyClick, Prime and Elite, each catering to a varying set of cardholder needs

     We are also the largest co-brand credit card issuer in India according to the CRISIL Report, and we have partnerships with several
      major players in the travel, fuel, fashion, healthcare and mobility industries, including Air India, Apollo Hospitals, BPCL, Etihad
      Guest, Fbb, IRCTC, OLA Money and Yatra, among others
      Source: Red Herring Prospectus, Dealmoney research

3         27 February 2020
Strengths

     Second largest credit card issuer in India with deep industry expertise and a demonstrated track record of growth and profitability : According to
       RBI, SBI Cards is the second-largest credit card issuer in India both in terms of numbers of credit cards outstanding and amounts of credit card
       spends, with 9.83 million credit cards outstanding as of November 30, 2019 and ₹1,032.65 billion in total of credit card spends in fiscal 2019. It
       operates a nationwide business with a substantial cardholder base spanning each of India’s eight largest metropolitan areas, India’s tier II and tier III
       cities as well as its rural areas. SBI cards believes that iits position as a large-scale, leading market player results in economies of scale that
       provided with significant operating efficiencies and also help to diversify some of the risks, such as regional or geographical risks.

     Diversified customer acquisition capabilities : The company has a diversified customer acquisition network that allows to engage prospective
      customers across multiple platforms, which it believes is a key strength and competitive advantage. According to the CRISIL Report, it is the leading
      player in open market customer acquisitions in India. It deploy a sales force of 32,677 outsourced sales personnel as of December 31, 2019
      operating out of 145 Indian cities and which engages prospective customers through multiple channels, including physical points of sale, telesales
      and online. When a point of sale is not directly managed by them, it works with their 12 non-bank co-brand partners and nine co-brand bank
      partners, as of December 31, 2019, using their distribution network (including our co-brand partners’ retail outlets), communication channels and
      customer interactions to market the credit card products to their existing customers. Collectively with their co-brand partners, it was present in 3,190
      open market physical points of sale in India as of December 31, 2019, retail stores, malls, fuel stations, railway stations and airports. Out of the
      aforesaid outsourced sales personnel, it has 4,173 outsourced workforce for tele-sales

     Supported by a strong brand and pre-eminent Promoter : SBI cards’ brand, reputation and cardholder satisfaction are critical factors in developing
       the business and improving market position. Substantially all of the credit cards carry the SBI Card brand, which is a highly trusted and recognizable
       brand in India. The SBI Card brand has been awarded Reader’s Digest “Most Trusted Brand” in India award in the credit card category 11 times
       since 2008, and it won The Economic Times’ “Best BFSI Brand”. In India award in the credit cards category in 2019. According to a brand track
       survey commissioned by us and conducted by Kantar IMRB in 2019, the SBI Card brand had attained 100% total awareness and 34% top-of-mind
       awareness recall among consumers as of December 31, 2018, the highest among all credit card brands surveyed. The value of the SBI Card brand
       is further strengthened by the superior customer service, which includes AskILA chat bot and social media customer service capabilities as well as
       artificial intelligence-enabled knowledge management tools that assist customer service representatives in providing faster information and more
       accurate resolution in real time to its customers

     Diversified portfolio of credit card offerings: It has a comprehensive and diverse portfolio of credit card products that it continuously adapts to
      the evolving needs of the cardholders and changing industry dynamics. It credit card portfolio caters to individual cardholders and corporate
      clients, and includes lifestyle, rewards, travel and fuel, shopping, banking partnership cards and corporate credit cards. It offers four primary
      SBIbranded credit cards: SimplySave, SimplyClick, Prime and Elite, each catering to a varying set of cardholder needs. In addition, it is also the
      largest co-brand credit card issuer in India according to the CRISIL Report, and it offers a wide portfolio of co-brand credit cards in partnership with
      several major players in the travel, fuel, fashion, healthcare and mobility industries, including Air India, Apollo Hospitals, BPCL, Etihad
      Guest, Fbb, the IRCTC, OLA Money and Yatra, among others.

                                                                                                                      Source: Red Herring Prospectus, Dealmoney research
4          27 February 2020
Strengths

    Advanced risk management and data analytics capabilities : It’s advanced risk management infrastructure is robust and data-intensive, both in
     terms of frequency and volume of review, and is guided by data analytics capabilities. It evaluates a large number of data points to generate credit
     decisions. It possesses a large database of cardholder demographic and socio-economic data (such as cardholders’ purchase patterns, behaviors
     and payment histories) derived from the numerous transactions carried out by millions of cardholders each year. This information covers existing and
     historical cardholder accounts across all portfolios and is a significant business asset for the company, enabling in-depth analysis of cardholder
     propensities and modeling of future performance. It analyze this data together with data obtained from credit bureaus and other sources to, among
     other things, generate underwriting scorecards tailored to the cardholder demographics, proactively mitigate risks, and reduce losses and
     delinquencies.

    Modern and scalable technology infrastructure: It has a scalable, modern and sophisticated technology infrastructure capable of servicing the
     entire credit card life cycle. The core technology systems are capable of handling a much higher number of accounts and transaction volumes than
     they currently handle, which gives them the operating leverage to support the expansion of the cardholder base. In fact, it has successfully tested the
     key technology systems’ ability to support between three to five times the current level of the business volumes, which it believes provides them with
     a solid foundation for the future growth. The technology systems also leverage artificial intelligence and process automation technologies across
     several of the platforms to automate routine activities, such as fraud disputes, collections functions, auto debit reconciliations and customer
     service, among others, which have increased the operating efficiencies

    Highly experienced and professional management team: It have a professional and experienced management team with a deep level of
     expertise in the credit card industry and the overall financial services industry. The company’s Managing Director and Chief Executive Officer, Mr.
     Hardayal Prasad, has over 36 years of experience in the financial services industry. This deep industry expertise provides them leadership team with
     the vision to steer the long-term strategic direction of the business. In addition, it is professionally managed with a significant degree of autonomy
     from SBI, which it believes has improved the decision-making processes.

                                                                                                                   Source: Red Herring Prospectus, Dealmoney research
5          27 February 2020
Future road ahead

    Expand the customer acquisition capabilities to grow thecardholder base: It intend to grow the cardholder base by continuing
     to expand the customer acquisition capabilities. As part of this strategy, it aims to increase the number of open market physical
     points of sale that it operates across India. In particular, it is focused on increasing the presence in India’s tier II and tier III cities
     where the cardholder base has historically been underrepresented, but which have contributed an increasing proportion of the new
     accounts in recent years. It also remains committed to entering into new co-brand partnerships, including with leading organized
     retail chains, online aggregators and financial marketplaces, to tap into new cardholder segments by cross-selling into the new co-
     brand partners’ customer base. It also intends to deepen the partnerships with existing co-brand partners to include digital
     penetration into their online and mobile platforms in addition to the current physical presence at their retail locations

    Tap into new cardholder segments by broadening the portfolio of credit card products: It intend to tap into new cardholder
     segments by continuing to expand the portfolio of credit card products to meet the needs of the existing cardholders and
     prospective customers, particularly by offering new credit card products tailored for different income-based and lifestyle segments.
     Among the planned new credit card product categories, it intend to tap into the super-premium segment by offering new credit
     cards tailored for the needs of high-net-worth cardholders. It expect the super-premium segment to generate higher spends and
     result in superior growth and profitability for the company, while promoting additional brand recognition. In addition, it intend to
     launch new credit card products targeting the new-to-credit and new-to-card cardholder segments which, according to the CRISIL
     Report, are expected to be one of the key growth drivers for the Indian credit card industry. Expanding the reach of the recently
     launched OLA Money cobrand credit card will also be a key objective for the company, as its targeted demographic of younger
     cardholders is expected to grow significantly in India over the next decade. The other product offerings may include credit cards
     targeting the defense and paramilitary cardholder segments, as well as credit cards tailored for the needs of SME clients

    Stimulate growth in credit card transaction volumes: SBI cards seeks to increase the number of credit card transactions
     conducted by the cardholders in order to increase the revenues. To achieve this, it is constantly working to enhance the value
     proposition to their cardholders by rolling out new cash back rewards offers, bonus reward points and merchant discounts. As part
     of these efforts, it plan to increasingly leverage the data analytics platform to deliver more targeted and timely offers to the
     cardholders. It is focused on rolling out such offers to cardholders located in India’s tier II and tier III cities, which have contributed
     an increasing proportion of the new accounts in recent years

     Source: Red Herring Prospectus, Dealmoney research

6        27 February 2020
Future road ahead

    Continue to optimize risk management processes: SBI cards approach to credit management focuses on making credit
     decisions more data driven, closely approximating a digital underwriting process. It believes that credit management will be key to
     helping manage credit risk and detect early warning signs of credit difficulties. Therefore, it is constantly testing out additional ways
     to deploy the data analytics capabilities to improve its risk management efforts. For example, it intends to develop new ways to
     extract value from alternative data sources. It is also working toward making the credit decision engines fully artificial intelligence-
     capable, as well as building artificial intelligence and machine learning capabilities into the customer acquisition, portfolio
     management and transaction monitoring models. Finally, it intend to further upgrade the award-winning fraud loss prevention
     program, which consist of neural network and internally developed rules, from an authorization-based model to an authentication-
     based model, which it expects will allow the company to preempt, and then prevent fraudulent transactions before they occur and
     lead to significant efficiency gains going forward

    Enhance cardholder experience: It is focused on continuing to invest in the digital and mobile capabilities to enhance the
     cardholder experience. It constantly seek to provide additional payment capabilities and other functionalities to promote greater
     ease and convenience for our cardholders. For example, it is now committed toward expanding the use of contactless card in the
     near future. It will also continue promoting the use of the digital credit cards, which are delivered directly to the cardholders’ mobile
     phones and provide them with an additional convenience factor. It also strives to leverage the technology to improve the customer
     service experience. As one such key initiative, it intends to consolidate the comprehensive omni-channel customer service
     platform, including by expanding our AskILA chat bot and social media customer service capabilities and enhancing the mobile and
     website customer self-service channels

    Continue leveraging technology across our operations: It operates in a highly competitive, ever evolving industry where it must
     continuously improve the technology platform in order to compete effectively and reduce operating costs. It focuses on leveraging
     technology and data analytics in the Indian credit card industry, it intend to continue investing to further enhance these capabilities
     and derive greater operating efficiencies. It continues to improve its operational efficiencies through automation and digitization
     efforts to ensure increased cardholder retention. For example, it id focused on leveraging the artificial intelligence and predictive
     behavior capabilities to improve collection efforts by better estimating optimal intervention points with the cardholders, thus driving
     greater efficiencies. In order to maximize the efficiency of the marketing strategy, it is currently deploying geo-tagging technologies
     to identify areas with significant potential for credit card penetration

     Source: Red Herring Prospectus, Dealmoney research

7        27 February 2020
Financial Performance

                                Financial Metrics                                                                     Return Ratios

    8000                                                                       60.0%
                                                                                             60.00%
    7000
                                                                               50.0%
    6000
                                                                               40.0%
    5000                                                                                     40.00%
    4000                                                                       30.0%
    3000
                                                                               20.0%
                                                                                             20.00%
    2000
                                                                               10.0%
    1000
      0                                                                        0.0%
                                                                                              0.00%
               2016             2017             2018             2019
                                                                                                           2016            2017        2018   2019
                      Revenue          EBITDA Margin          PAT Margin                                                      ROE     ROCE

                                                        200    (in Mn)

                                                        150

                                                        100

                                                        50

                                                         0
                                                                  FY15            FY16        FY17           FY18            FY19
                                                                  No. of cards O/S (in Mn)    Annual spends per cards ('000)

8          27 February 2020
Consolidated Summary Financials

                                  Income Statement                                                                            Balance Sheet
    ` mn                                               Mar-19    Mar-18    Mar-17    Mar-16   ` mn                                 Mar-19     Mar-18    Mar-17    Mar-16
                                                                                              Liabilities
    Total Income                                      69,991    51,870    33,462    23,868
                                                                                              Share capital                           8,372     7,850     7,850    7,850
    Operating Expense                                 45,475    30,655    17,676    15,207    Reserves and surplus                  27,445     15,681     6,638    3,700
    EBIDTA                                            24,516    21,215    15,786     8,661    Non-controlling interest                    -         -         -        -
    Depreciation                                        811       245        48         8     Long-Term Borrowings                  33,332     17,715     5,634    3,411
                                                                                              Deferred tax liabilities(Net)         (1,665)     (880)   (1,292)    (902)
    Other Income                                       2,877     1,832     1,248     1,063
                                                                                              Other Long Term Liabilities                 -         -         -        -
    Finance Costs                                     13,266    13,608    11,270     5,333    Long term provisions                        -         -         -      453
    PBT                                               13,316     9,194     5,716     4,382    Other non-current liabilities               -         -         -        -
                                                                                              Short term borrowings                103,174     96,414   77,051    55,870
    Exceptional items                                    -         -         -         -
                                                                                              Trade payables                          6,651     5,296     1,191      859
    Profit before tax                                 13,316     9,194     5,716     4,382    Other current liabilities             16,377      9,878     4,317    2,870
    Current tax (including MAT)                        4,689     3,182     1,988     1,543    Other financial liabilities                 -         -         -        -
                                                                                              Income tax liabilities                      -         -         -        -
    Deferred tax (including MAT credit entitlement)      -         -         -         -      Other current liabilities               7,046     4,028     4,970    3,789

    Profit for the year                                8,627     6,011     3,729     2,839    Total Liabilities                    200,731    155,980   106,358   77,901
                                                                                              Assets
                                                                                              Net Block                              2,864      2,418      239        21
    ` mn                                                 FY17      FY16      FY15      FY14
                                                                                              Intangible assets                        158        217        -         -
    EBIDTA Margin                                       39.1%     44.4%     50.9%     40.7%   Capital work in progress                  43        133        -         -
    Net Margin                                          12.3%     11.6%     11.1%     11.9%   Non current Investments                   15          -        -         -
                                                                                              Other financial assets                   473        436      295     5,921
    ROE                                                 24.1%     25.5%     25.7%     24.6%
                                                                                              Deferred tax asset                         -          -        -         -
    ROCE                                                39.4%     56.5%     90.2%     66.9%   Other non-current assets                  73        893        0         0
    EBIT                                              26582.2 22801.8 16986.5        9715.1   Income tax asset                            -         -         -        -
    Capital Employed                                  67,484    40,365    18,830    14,513    Inventories                                 -         -         -        -
                                                                                              Current Investments                         -         -         -        -
                                                                                              Trade receivables                      2,950      1,507     1,325        -
                                                                                              Cash and cash equi.                    7,768      4,727     2,830    2,744
                                                                                              Other financial assets               178,265    140,853    99,876   68,493
                                                                                              Other current assets                   8,122      4,796     1,794      722
                                                                                              Total Assets                         200,731    155,980   106,358   77,901
      Source: Red Herring Prospectus, Dealmoney research

9          27 February 2020
Key Risks

         It uses the “SBI” brand of the Promoter, and are exposed to the risk that the “SBI” brand may be affected by events beyond
          control and that Promoter may prevent the company from using it in the future.
         Substantially all of the credit card portfolio is unsupported by any collateral that could help ensure repayment, and in the event
          of non-payment by a cardholder of their credit card receivables, it may not be able to collect the unpaid balance
         Fraudulent activity associated with the products or networks could cause the brand to suffer reputational damage, the use of
          the products to decrease and fraud losses to be materially adversely affected
         It relies on third-parties for customer acquisitions, technology, platforms and other services integral to the operations of the
          businesses
         Cyber-attacks or other security breaches could have a material adverse effect on the business, results of operation or financial
          condition
         The provisions for credit losses may prove to be insufficient to cover losses on the credit card receivables

     Source: Red Herring Prospectus, Dealmoney research

10       27 February 2020
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11             27 February 2020
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