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SAFARI INDUSTRIES (INDIA) LTD. CORPORATE PRESENTATION MARCH 2019

SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

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Page 1: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

SAFARI INDUSTRIES (INDIA) LTD.

CORPORATE PRESENTATION

MARCH 2019

Page 2: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

Private & Confidential 2

DISCLAIMER

This presentation does not constitute a prospectus, offering circular or offering memorandum or an offer, or a solicitation of any offer, to purchase or sell any securities of Safari Industries (India) Limited ( the “Company”). This presentation should not be considered as a recommendation that any investor should purchase, any securities of the Company and should not be used as a basis for any investment decision.

The information contained in this presentation is only current as of its date and has not been independently verified. Please note that the past performance of the Company is not, and should not be considered as, indicative of future results. Furthermore, no express or implied representation or warranty is made as to, and no reliance should be placed on, the accuracy, fairness or completeness of the information presented or contained in this presentation.

None of the Company or any of its affiliates, advisors or representatives accepts any liability whatsoever for any loss howsoever arising from any information presented or contained in this presentation.

This presentation contains certain currency exchange rates and the same have been provided only for the convenience of readers. No representation is made that the Rupee amounts actually represent such USD amounts or could have been, or could be, converted into USD at the indicated rates.

The Company may alter, modify or otherwise change in any manner the contents of this presentation, without obligation to notify any person of such revision or changes.

Accordingly, any persons in possession of this presentation should inform themselves about and observe any such restrictions. This presentation contains certain statements of future expectations and other forward-looking statements, including those relating to our general business plans and strategy, our future financial condition and growth prospects, and future developments in our sector and our competitive and regulatory environment. In addition to statements which are forward looking by reason of context, the words ‘may’, ‘will’, ‘should’, ‘expects’, ‘plans’, ‘intends’, ‘anticipates’, ‘believes’, ‘estimates’, ‘predicts’, ‘potential’ or ‘continue’ and similar expressions identify forward looking statements. All forward looking statements are subject to risks, uncertainties and assumptions that could cause actual results, performances or events to differ materially from the results contemplated by the relevant forward looking statement. The factors which may affect the results contemplated by the forward looking statements could include, amongst others, future changes or developments in (i) the Company’s business, (ii) the Company’s competitive environment, and (iii) political, economic, legal and social conditions in India.

Page 3: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

1. CORPORATE OVERVIEW

Page 4: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

Private & Confidential 4

EXECUTIVE SUMMARY

Consistently growingluggage brand

Well entrenched distribution network

Leadership position

Management & Governance

Diversified productportfolio

One of the top 3 luggage brands in India

Leadership position in an oligopolistic market

One of the fastest growing luggage brands in India

~47% CAGR in Revenues & ~59% CAGR in EBITDA since FY 2013 to FY 2018

Products spanning across all luggage categories

Products for all customer categories suiting all possible occasions

Currently dominated by Soft luggage (>70%*), Polycarbonate and School bags launched recently

Multi channel distribution network with >3500 customer touchpoints

Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

Experienced management team and Board of Directors

Adhering to high standards of corporate governance

* FY 18

Page 5: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

Private & Confidential 5

CORPORATE SNAPSHOT

INR 4,218 MnRevenues (FY 18)

INR 429 MnEBITDA (FY 18)

INR 215 MnPAT(FY 18)

Net Worth(FY 18)

Debt*

(FY 18)

~3,000 (MBOs)

~750 (Modern Trade)

~2200 (CSDs)

Customer Touch Points

100+ (across Soft Luggage, Hard Luggage, Backpacks, School Bags)

SKUs

1,100+Employees

* Including Short Term and Long Term Borrowings

INR 1,728 Mn

INR 550 Mn

Page 6: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

SHARE PERFORMANCE & REVENUE GROWTH

Historical Stock Price Movement

Sh

are

Pri

ce(R

s.)

Private & Confidential

~ 6.8x growth in revenue in the past 7

years

Revenue (Rs. Mn)

Source: Company

620 940

1,671 2,165

2,789 3,535

4,218

FY 12 FY 13 FY 14 FY 15 FY 16 FY 17* FY 18*

*As per IND AS

58%

25%

17%

Share holding pattern as on 31st March 2018

Promoter

Institutions (Public)

Non Institutions(Public)

0

5000

10000

15000

20000

25000

30000

35000

40000

0

100

200

300

400

500

600

700

Performance Comparison with BSE Index

Safari ind BSE

Page 7: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

7Private & Confidential

TIMELINE OF KEY EVENTS

FY 1974-2011

FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018

Launched in 1974.

Started with limited SKUs primarily catering to adult customers, family travel needs

Product rationalization & strategy realignment – elimination of non performing SKUs

Mr. Sudhir Jatia acquired majority stake (77%) in Safari Industries (India) Ltd in May 2012

Product rationalization & strategy realignment, elimination of non performing SKUs

Tano Capital invested ~Rs. 500 Mn in July 2014

Launched polycarbonate luggage and new product categories e.g. laptop bags

Begun the ecommerce sales Opened China office

Identified school bags as a focus area and intensified focus on backpacks

Acquisition of Genius, Magnum, Activa, Orthofit, DBH, Egonauts, Gscape and Genie

Opened second China office

Launched backpacks under SAFARI brand.

Launch of backpacks under Genius and Genie brands for schools

Foray into PC manufacturing.

Introduction of SKUs in CSD segment

Malabar Fund invested Rs.510 Mn in October 2017

SAP implementation in July 2017

GST migration from July 2017

PC capacity expansion at Halol in March 2018

Page 8: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

8Private & Confidential

PILLARS OF SUCCESS

Attractive industry dynamics

Diversified customer offerings with a wide product portfolio

Well entrenched distribution network

Experienced management team

Sound corporate governance

Page 9: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

2. INDUSTRY SNAPSHOT

Page 10: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

10Private & Confidential

Expected to grow to > INR 120 Bn by 2021

ATTRACTIVE INDUSTRY DYNAMICSSIZEABLE MARKET WITH HEALTHY GROWTH POTENTIAL

19 21 24 26 29 32

4551

58

68

79

Registered ~15% CAGR during 2011-16

91

2011 2012 2013

Sales of Luggage (Million Units)

2014 2015 2016

Sales of Luggage (INR Bn)

Volume growth ~11%

Value growth ~15%

Source: Euromonitor International

Soft Hard

Source: Euromonitor International Source: Euromonitor International

Source: Euromonitor International

Luggage is dominated by “Soft”

Sales of Luggage by Type -2016 (%)

Bags

77%

Luggage

23%

Composition of Luggage Market – contributes 23-24% of overall market

Total Sales - 138 Mn Units (2016 Luggage & BagsSales)

32 35 38 40 43 45

9198

106112 117 121

2016 2017 2018

Sales of Luggage (Million Units)

2019 2020 2021

Sales of Luggage (INR Bn)

Page 11: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

11Private & Confidential

ATTRACTIVE INDUSTRY DYNAMICSUNDER PINNED BY STRONG MACRO DRIVERS

4052 50 54

6474 72 76

83

99

30

10

70

50

110

90

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Air Passengers Carried in India (mn)

1825 24 26

31 3136 40 43

86908070605040302010

…and increase in students

8.4 9.0 9.5 10.211.0

12.013.2

14.415.8

17.218.7

20.321.5

0

5

10

15

20

25

2000

-01

2001

-02

2002

-03

2003

-04

2004

-05

2005

-06

2006

-07

2007

-08

2008

-09

2009

-10

2010

-11

2011

-12

2012

-13

Nu

mb

ero

fco

lleg

est

ud

ents

(mn

)

Number of college students (in mn)

Indian tourism market grew at >10% CAGR over the past 10 years… …leading to steady growth in number of air passenger’s

>10% CAGR

2006 2007 2008 2009 2010 2011 2012 2013 2015 2025E

Indian Tourism Market (USD bn)Source: IBEF, Travel & Tourism Council’s Economic Impact2015 Source: WorldBank

>10% CAGR

2.62.8

3.0 3.13.5

3.7

0.0

1.0

2.0

3.0

4.0

FY 2012 FY 2013 FY 2014 FY 2015 FY 2016

Number of IT/BPM Employees (mn)

Increase in number of IT employees…

FY 2011

Source:NASSCOM Source: data.gov

Expected to drive the growth in luggage & bags market

Page 12: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

3. BUSINESS HIGHLIGHTS

Page 13: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

13Private & Confidential

Addressing diverse customer needs across all customer categories

BUSINESS HIGHLIGHTSCOMPREHENSIVE LUGGAGE OFFERINGS

•Mass market

•Value customers

•Premium customers

•CSD

•MBO

•Hyper markets

•EBOs & Others

•Daily use

•Leisure

•Work

•Business/ Family Travel

•School children

•Young adults/ college students

•Adults

All customer segments

Suitable for all occasions

Delivering at multiple price

points

Reaching customers via

diversified channels

Laptop Bags

Uprights/Duffles

Polycarbonate

Safari’s Offering

School Bags

Backpacks

Source: Company

Page 14: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

14Private & Confidential

Identified the evolving trends and deployed focus and resources on driving polycarbonate

Strengthened the product team (design & development) which helped in roll-out of large number of designs/new and attractive SKUs across product categories

Acquired bags maker GeniusLeathercraft in Sep ’15 focussingonschool bags and backpacks

Post the new management, product portfolio has been revamped to suit the changing consumer trends

Traditional products Polypropylene - based

suitcase/briefcase Unsuited for casual travel

youth Urban centric / centric products

Light-weight and stylishPC/hard – zippered case2-wheel,4-wheel,360O spinning trolleys

Travel products beyond luggage

Sporty duffels Laptop backpacks School bags

With > 100 SKUs across all product categories having healthy gross margins

Group Product Category Revenue Contribution* Remarks

Soft Luggage

RDFL

~77%

• Shift from 2 wheel to 4 wheel• Focusing on rolling duffels as against traditional duffels

Upright - 2 Wheel

Upright - 4 Wheel

Children's Accessories • Branded offering in a largely unorganized market

Back packs • Innovating by adding features

Hard LuggagePoly-Carbonate & ABS

~23%• Focus on innovative designs to suit new-age customers

Poly Propylene • Steadily getting phased out from Safari’s offering

* By FY 18 Revenue

EVOLVED TO MEET THE LATEST CUSTOMER NEEDS

BUSINESS HIGHLIGHTS

Company has evolved its products portfolio by rationalizing SKU mix in line with its product philosophy

Source: Company

Page 15: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

15Private & Confidential

Channel Mix

Modern Trade/ Hypermarkets

MBOs

* Share of FY 18 Revenues, # Doors

CSDsEBOs, Ecommerce,

Institutional

BUSINESS HIGHLIGHTSDIVERSIFIED CHANNEL MIX WITH AIM TO MAXIMIZE CUSTOMER TOUCHPOINTS

~2,200 ~3,000 ~750# NM

Product Mix

Channel

Customer Touchpoints

Safari consciously built the channel mix to address its diverse customer base

Pan India presence through its well established distribution network

Products are available in major 25+ cities across 3500+ outlets

Source: Company

Soft-luggage includes back packs and Hard luggage includes PC and PP

PP – Polypropylene, PC – Polycarbonate, PP & PC together constitute the Hard Luggage

80%

20%

Soft Luggage

Hard Luggage

41%

59%

Soft Luggage

Hard Luggage

83%

17%

Soft Luggage

Hard Luggage

89%

11%

Soft Luggage

Hard Luggage

Page 16: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

16Private & Confidential

Sourcing via China office ensured close proximity to vendors thereby reducing costs, improving credit terms & better development cycle

BUSINESS HIGHLIGHTSSUPPLY CHAIN SNAPSHOT

Operational Value Chain

Design Procurement & Manufacturing Branding & Distribution

So

ft l

ug

gag

eH

ard

lug

gag

e

Mother Warehouse(Bhiwandi,

Maharashtra)

Manufacturing Facility

(Halol, Gujarat)

Branches (Metro/ Non

Metros)

EBOs

MBOs

CSDs

Modern Trade/ Hypermarkets

Ecommerce/ Others

Inhouse Design Team

Import of finishedproducts

Procurement of Raw materials Returns

Processing

In house Manufacturing

Overall aim is to align design to brand identity

Outsourced driven model

Started first office in Shanghai in 2015

Source: Company

Supply chain (supported by

SAP)

Page 17: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

4. MANAGEMENT TEAM & CORPORATE GOVERNANCE

Page 18: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

18Private & Confidential

BOARD OF DIRECTORS

Dr. Shailesh Mehta

Has been on the Company’s Board since2007

Founder and managing general partner of Granite Hill Capital Partners. Previously former Chairman & CEO of Providian FinancialCorp

M.S & Ph.D in Operations Research and Computer Science, B. Tech - Mechanical Engineering IIT Mumbai

Mr. Anujj Patodia Possesses vast experience in the sphere of management and has been instrumental in the development of the realty business

He has worked extensively in the textile sector with a special focus on apparel

Mr. Punkajj Lath Managing Director of Euro Vistaa (India) Ltd. - trading house and leading exporter of textile yarn

Commerce graduate from Mumbai university

Mr. Dalip Sehgal

Over 32 years of experience and has been associated with companies such as Tatas in Forbes, Forbes & Campbell, Hindustan Lever

Previously served on the board of Godrej Hershey Ltd as MD & CEO ,Godrej Consumer Products as MD, on the Board of Graviss Hospitality, currently CEO of Nexus Mall.

MBA - FMS Delhi

Mr. Piyush Goenka

Over 17 years of experience in PE investing and currently a partner at Tano Capital, an independent mid-market PE Fund Manager

Made investments across various sectors and has led most investments in consumer, pharmaceuticals and financial services.

By qualification, Mr. Goenka is an MBA and CFA.

Mrs. Vijaya Sampath

Over 30 years of work experience and has been a Senior Partner heading the corporate practice of Lakshmikumaran and Sridharan and the Ombudsperson for the Bharti group

Previously was part of global group general counsel and Company Secretary for the USD 15 billion Bharti group

Mr. Rahul Kanodia

Over 25 years of professional experience and has held several progressively senior and leadership positions

Currently CEO of Datamatics. Currently serves as the Chairman for the Western Region of ESC (Electronics and Computer Software Export Promotion Council, Government of India's largest Electronics and IT trade facilitation organization)

MBA degree from Columbia University (USA)

Mr. Sudhir Jatia

Over 25 years experience in the Luggage Industry in India

Appointed as Safari Industries (India) Ltd Managing Director from 18th April 2012

Studied commerce from Mumbai University, attended the Owner/President Management Program of Harvard Business School

Page 19: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

19Private & Confidential

COMMITTEES

AUDIT COMMITTEE

Name of the DirectorPosition on Committee

Nature of Directorship

Dr. Shailesh Mehta Chairman Independent

Mr. Punkajj Lath Member Independent

Mr. Dalip Sehgal Member Independent

Mr. Piyush Goenka Member Non-Executive

Non Independent

NOMINATION, REMUNERATION & COMPENSATION COMMITTEE

Name of the DirectorPosition on Committee

Nature of Directorship

Mr. Punkajj Lath Chairman Independent

Dr. Shailesh Mehta Member Independent

Mr. Piyush Goenka Member Non-Executive

Non Independent

Mrs.Vijaya Sampath Member Independent

STAKEHOLDERS RELATIONSHIP COMMITTEE

Name of the DirectorPosition onCommittee

Nature ofDirectorship

Mr. Punkajj Lath Chairman Independent

Mr. Sudhir Jatia Member Executive

Mr. Piyush Goenka Member Non-Executive

Non Independent

OPERATIONS COMMITTEE

Name of the DirectorPosition on Committee

Nature of Directorship

Mr. Sudhir Jatia Chairman Executive

Mr. Piyush Goenka Member Non-Executive

Non Independent

CORPORATE SOCIAL RESPONSIBILITY COMMITTEE

Name of the DirectorPosition on Committee

Nature of Directorship

Mr. Sudhir Jatia Chairman Executive

Mr. Piyush Goenka Member Non-Executive

Non Independent

Mrs. Vijaya Sampath Member Independent

Stringent Internal Audits and Reputed Statutory Auditor

Audit Auditor

Statutory Audit Lodha & Co. Chartered Accountants

InternalAudit Moore Stephens Singhi Advisors LLP

Page 20: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

Private & Confidential 20

ORGANIZATION CHART

MANAGING DIRECTOR

Sr. VP - CSDSales

Sr. VP - Trade Sales, Retail, Ecomm., Institutional

CSD Team

Trade & Institutional Sales

Team

Retail Sales Team

DGM - Retail

E commerce Genius/ GenieSales Team

GM - SCM

SCM TeamBhiwandi

Team

Chief Financial Officer -Finance, Commercial, IT

& CS

Finance,Commercial,IT & CS Team

Chief Marketing Officer

GM – Marketing (Campus Gear)

VP – China Office

VP - HR

VP - Hyper

VP - Operations

Marketing Team - Luggage

Marketing Team –Campus Gear

China Office Team

HR Team

Hyper Team

Halol Plant Operations

Executive Assistant to MD

GM- Sales

Campus Gear

Page 21: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

21Private & Confidential

MANAGEMENT TEAM

Sudhir Jatia, Chairman & Managing Director Studied commerce from Mumbai University Attended the Owner/President Management Program of Harvard Business School Acquired Safari Industries (India) Limited in the year 2011 and was appointed as its Managing Director from 18th April 2012 Over 25 years experience in the Luggage Industry in India

LEADERSHIP TEAM

Vineet Poddar, Chief Financial OfficerCA, CS & Commerce graduate - Calcutta University22+ years experience with a wide range of companies- Nshama Development LLC, Bombay Dyeing & Manufacturing Co. Ltd, Birla Corporation Ltd., Marsh India etc.

SENIOR MANAGEMENT TEAM

Satyabrata Mitra, Sr. VP - CSD Sales M.Com from Calcutta University 36+ years experience with major luggage

companiesi.e. VIP Industries Ltd., Universal Luggage,

Universal Mineral Industries etc.

Indranil Roy, Sr. VP - Trade, Retail, E-comm, Instl.

Sales

PGDBM from Calcutta University 27+ years experience with several blue chip

companies i.e. Titan Watches Ltd., Bausch & Lomb, Whirlpool, US West Telecom, Panasonic India, VIP Industries Ltd.

Parmod Aggarwal, VP - Hyper Sales Arts graduate 29+ years experience with companies like

VIP Industries Ltd

Page 22: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

22Private & Confidential

MANAGEMENT TEAM

SENIOR MANAGEMENT TEAM

Sharad Chaugule, VP - Halol (Operation)

Mechanical engineer from Kolhapur University 24+ years experience with companies like VIP

Industries Ltd, Hitech Plast Ltd.

Pravin Prabhakar, VP - China (Operations)

MBA – Marketing Mumbai University 21+ years experience with companies like

Eveready Industries India Ltd., Blow Plast Ltd., IFB Industries Ltd.,, Princeware International etc.

Paritosh Sinha, GM – Campus Gear Sales

PGDBA from School of Management Sciences, Varanasi

17+ years of experience with companies like Panacea Biotech Ltd., Berger Paints India Ltd., VIP Industries Ltd., Jubilant Agri & Consumer Products Ltd., JK Files (India) Ltd. etc.

Sonali Majumdar, VP – Human Resources

MBA HR from XISS, Ranchi 17 years experience in sectors like Media,

Consulting, Insurance and Manufacturing

Arindam Banerjee, GM SCM

MBA from Sikkim Manipal University 17+ years of experience with companies like

GATI Ltd., TNT India, Pantaloons Retail India Ltd. & CEAT Tyres

Pushkar Jain, Chief Marketing Officer

MBA – Marketing from MDI Gurgaon 17+ years experience with companies like Pidilite

Industries, ICI Paints (Akzonobel), Tata Teleservices, Bluestone.com,etc.

Sudhansu Shankar Karmokar, , GM – Head of Information Technology

Studied Advance Diploma in Systems Management from NIIT 28 years of experience with companies like Raymond Woollen Mills, Softpro Consultancy, Godrej Industries Ltd., Blue Star

Infotech Ltd. , Meru Cab Company, SOTC Travel Ltd. ,etc.

Page 23: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

5. GROWTH STRATEGY

Page 24: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

24Private & Confidential

Safari’s focused product strategy geared for the next phase of growth

GrowthCategory

Soft Luggage (SL)

Hard Luggage (HL)

Backpacks

Children’s Accessories

FOCUSED PRODUCT STRATEGY

• Growth in SL is driven by

• 4-wheeler (fastest growing with in SL)

• Short-duration travel products (e.g. rolling duffels)

• SL to continue as the largest product segment

• Polycarbonate (PC) is the growth driver within HL

• Growth rate expected to be higher than 4-wheelers owing to innovative product designs & consumerpreference

•Already leading growth in industry with in-house design & manufacturing which has helped in taking new designs faster to the market

•Polypropylene (PP) growth is expected to moderate due to shift in customer behaviour

• Renewed focus by Safari

• Backpack to be the fastest growing product category across all existing categories (SL, HL and Backpacks)

• Given the recent addition to product portfolio, growth is expected via

• Dedicated sales & marketing efforts

• Minimal existing competition from branded players

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25Private & Confidential

Increasing throughput per canteen by adding sales promoters

Promotion initiatives such as signages and hoardings

• Ramping-up dealer anddistributer network

• Despite low channel level growth,Safari to expand MBO footprint

• Strategically converting selectMBOs into EBOs through asset-light arrangements

• Increasing penetration by increasingcounters where Safari is present andaided by channel growth

• Adding sales promoters to highperforming stores

• Growth to be faster than otherphysical retail channels except EBOswhich currently has a low base

• EBOs

• Focus on rationalizing product ranges to offer the best range

• Fresh roll-out of EBOs to amplifygrowth from the channel

• Focus in strategically locating stores in high footfall areas

CHANNEL STRATEGY

Consciously crafted channel strategy involves balancing volume and value led growth with increasing touch points being the sole focus

^ Institutional and Ecommerce

EBOs & Others^

Canteen Sales Department

(CSDs)

Modern Retail/ Hyper

Markets

Multi Brand Outlets (MBOs)

Maximize customer touchpoints

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26

Product, Design & Pricing

Focusing on thoughtful innovations in existing product category and providing simple, doable design solutions to common problems

Increasing focus on creating “Design Identity” Investing in product collaterals, POS, tags Implementing “Focused Product Strategy” across each of the product categories – focus on PC and back packs Evolving from an affordable pricing proposition to competitive, product position linked pricing

Branding, Communication &

Marketing

With the recent rebranding, focus is on reaching the customers with renewed brand Increasing “Above the Line” advertising – Internet marketing, presence in high visibility events e.g. cricket, TV shows Brand spends focused on BTL (~ 2% of sales* done in FY18). Hyper and MBO channels have already benefited from this Strengthened marketing team to have better customer insights on product features, structure, utility items, design trends Mass media communication campaign both internal (Corporate Stationery, i-cards, Intranet, Uniforms) and external

(Website, In-store communication in EBOs, Hyper & MBOs, Ecommerce, Collaterals etc.)

Consumer reach

Sole focus to be “As close to the consumer” as possible Tracking consumer trends actively Further optimizing the channel mix to maximize customer touch points Expanding beyond metros reaching via both offline and online channels Opening franchisee led EBOs to amplify the brand visibility on ground

BRANDING & MARKETING

Overall branding strategy which couples the product and channel strategies to evolve Safari into a one stop luggagebrand

* Excluding sales promoter costs Private & Confidential

Page 27: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

6. FINANCIAL SUMMARY

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28Private & Confidential

FINANCIAL SUMMARYPROFIT & LOSS STATEMENT (Consolidated)

Profit and Loss Statement (Rs. mn unless specified otherwise) FY 17 FY 18

Operational Revenue 3524 4202

Other Income 11 16

Total Revenues 3535 4218

Direct Expenses:Material costs, Inventory changes, Packaging Costs, Excise Duty 2103 2284

Gross Margins 1432 1934

Operational Gross Margin % 41% 46%

SG&A:

Employee Expenses + Other Expenses 1179 1505

EBITDA253 429

Operational EBITDA Margin % 7% 10%

Depreciation 51 62

Finance Costs 37 29

Exceptional Items & Extra Ordinary Items (9) -

PBT 156 338

PBT Margin % 4% 8%

Tax Expense 54 123

PAT 102 215

PAT Margin% 3% 5%

Other Comprehensive Income (OCI) (7) (5)

Items that will not be reclassified to profit or loss 2 2

Total Other Comprehensive Income (OCI) (5) (3)

Total Comprehensive Income 97 212

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29

Private & Confidential

FINANCIAL SUMMARYBALANCE SHEET (Consolidated)

Balance Sheet (Rs. mn unless specified otherwise) FY 17 FY 18A EQUITY & LIABILITIES

1 EquityEquity Share Capital 42 44Other equity 968 1684

1010 17282 Non Current Liabilities

Financial Liabilities- Borrowings 32 20Deferred Tax Liabilities (net) 3 4

35 243 Current Liabilities

Financial Liabilities- Borrowings 374 524- Trade Payables 476 472- Other Financial Liabilities 32 11Other current liabilities 41 19Provisions 8 20Current tax liabilities 5 11

936 1057TOTAL 1981 2809

B ASSETS

1 Non Current AssetsProperty, plant and equipment 192 270

Other Intangible assets 42 46Intangible Assets under Development 11 1Financial Assets- Other Financial assets 31 53Other non-current assets 3 2

279 3722 Current Assets

Inventories 942 1225Financial assets- Trade Receivables 583 1036- Cash and Cash Equivalent 21 5- Other Bank Balances 29 23- Other financial assets 60 18Other Current Assets 67 130

1702 2437

TOTAL 1981 2809

Page 30: SAFARI INDUSTRIES (INDIA) LTD....Multi channel distribution network with >3500 customer touchpoints Channel network covering CSD, Hyper market, MBO, EBO, Ecommerce and Institutional

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