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BSE Code 512559 • A leader in basmati rice segment with strong global presence.
Bloomberg STO@IN
Market Cap (Rsbn) 1.9 • Company could leverage its umbrella brand ‘Kohinoor’ (basmati
Company P/E (x) 7.7*
rice) to foray into new high margin products.
52 Week H/L (Rs) 131 / 73
• Satnam Overseas Limited (SOL) is undergoing an image shift
Face Value (Rs) 10 from being a ‘commodity player’ to an ‘integrated food
Sensex 8650 company’.
S&P Nifty 2604
• SOL has strong marketing tie-ups globally and has also emerged
*Based on FY06E as a preferred supplier to global retail majors.
Share Holding (September 2005)
• Increased thrust on branding and introduction of high margin
products to improve the overall margins.
Shareholders % Holding
Promoters 44.1
Almondz Capital Markets Pvt Ltd. (Almondz) and its associates does and seeks to do business with companies covered in its research reports. As
a result, investors should be aware that the firm may have a conflict of interest that could affect the objectivity of this report. The investor should
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Food Processing
Company background
Satnam Overseas Limited (SOL) has come a long way from being a rice
miller with a single factory in Punjab in 1976 to a fully integrated food
Global basmati rice player processing company. SOL has successfully established its flagship brand
‘Kohinoor’ in the basmati segment and is further leveraging it for launching
newer products like ready to eat and frozen/chilled foods.
Having established its leadership in its core area of basmati rice, the
company is making a foray to emerge as a leading foods company with a
basket of products for homes across the globe. The company seeks to
Diversifying revenue stream achieve this by introducing premium value added food products both for
domestic and overseas markets through its ‘Kohinoor’ brand, which is
exported to 15 countries and leverage its global distribution network. It will
focus in the international market instead of domestic market for its ready to
eat segment, where the margins are lower and competition is fierce.
18%
38%
19%
10% 15%
Industry background
Basmati rice
Basmati (derived from the Hindi word for fragrance) is the customary name
Grown in India and Pakistan for certain varieties of rice with unique properties that are grown
exclusively in specific areas of the Indo Gangetic plains of Northern India
and Pakistan.
Basmati is premium long grain rice. Its high value stems from its
characteristic aroma in both the raw and cooked state and the grain is of
Premium long grain rice distinctive shape, which on cooking elongates to almost double its length
whilst its width remains the same. In addition to having unique eating
qualities, Basmati rice is reported to be a good source of slow releasing
carbohydrates (i.e. it has a low glycaemic index compared with other rice).
India is the largest producer and exporter of basmati rice in the world. The
India- largest producer and annual production in the country hovers at around 1-1.5mn tonnes per
exporter of basmati rice in the annum, of which around 2/3rd is exported. The remaining is consumed,
world within the country. India’s basmati rice export is poised to breach the 1mn
tonnes per annum mark for the first time during 2004-05. The basmati
export till January 2005 touched nearly 0.8mn tonnes per annum.
(Source: Almondz Research, Industry Data)
While the average selling price in domestic market for broken basmati rice
is Rs 15-20 per kg and for full grain rice it is Rs 40-45 per kg, the average
selling price in the international markets is Rs 25-30 per kg.
Major markets
Middle-East remains the major market for Indian basmati rice with Saudi
Middle-East – major market for Arabia accounting for the major chunk of basmati imports from India.
Indian basmati rice Pakistan is the sole competitor for India in the international market for
basmati rice. Middle East account for approx. 65% of exports of basmati
rice from India, UK and USA account for approx 20% and balance 15% to
the rest of the world.
The export to North America has also increased in the same order from
1.4% during 1998-99 to 5.3% during 2000-01. However, export to other
countries remains constant with slight fluctuation from year to year.
With more and more women entering the work force, the ready-to-eat meals
Changing lifestyle demands market has been showing strong growth in India. Now players in industry
growth of RTE food are trying to spur further growth in urban India by dropping prices of some
of these products.
Ready-to-Eat packs are fully cooked and posses long shelf life, which
ranges up to 3 years (and beyond) without refrigeration depending on
storage temperatures. Some items are available which are also known as
RTE food – Easy food heat and eat. The food is normal, not freeze dried, and each item is cooked
and sealed in an individual high strength pouch. Once the food is
cooked/half cooked and packaged, it never sees the light of day. Full meal
RTE typically includes a main entree, a side dish, a dessert, crackers and
spread, beverage base, a spoon, and an accessory packet. All the contents
are packaged inside an outer bag making them compact and easy to pack.
With over 13mn persons spread all over the world and Asian Americans
now numbering over 10mn are a huge potential market for the RTE foods
out of India. This creates a scope for the producers to come out with a long
Most popular RTE food is made range of dishes including the usual meals. India had been at the forefront for
from basmati rice variety of dishes both in domestic and global market. Today the ready-to-
eat products produced from India are: Pulao & Biryani (mostly on basmati
rice), Dal, Channa, Rajma, Spicy Vegetable Curry, Mushroom, Paneer,
Chicken, Sweets and many more South Indian dishes.
RTE products exported from India are mostly consumed in UK, Europe,
USA and Arab countries. With the advanced food preservation technology,
EU, USA and Arab countries the chances of preserving food for longer time are increasing day by day.
remain major buyers Still the stuff inside the ready-to-eat packs remains nutritious and hygienic
for a certain period only. So it is highly essential to enhance the quality to
compete in the global market.
Though the demand for RTE products is increasing in the global market, the
supply is still not sufficient. Exports as well as the domestic market offer a
RTE food market yet to mature vast scope for the Indian producers to excel in this sector. The success of
RTE products is dominated by the fact that the market is decades away from
maturity and therefore can look forward to continued strong growth over a
long period of time.
The market can only grow as these products gain acceptability in the NRI
RTE food yet to gain popularity communities, with a significant push coming from the steady expansion of
in NRIs the domestic market. Currently, the size of the domestic market is estimated
at Rs500mn and is expected to grow to Rs2bn by 2006.
Key strengths
Organized retail
The organized retail is wooing the Indian consumers. Retailing is at the
Reach to improve due to growing cusp of a big secular expansion wave in India, where growth rates are
organized retail industry expected to be exponential. The future appears promising for the Indian
retail sector with organized retail looking to increase its share from the
current 2%.
Product extension
The company has been continuously expanding its product portfolio from 9
variants in FY04 to more than 100 variants in FY05. The company is
Diversified product portfolio venturing into frozen and chilled food, where it perceives to have greater
potential for growth. The frozen food market is four times the size of the
ambient food market. We believe, the ready to eat food segment is set for an
explosive growth with favourable demographics and changing consumer
attitudes.
FCCB issue
The company has borrowed US$20mn (Rs878mn) in August 2005, through
issue of foreign currency convertible bonds carrying 1% rate with maturity
period of 5 years (September 2010). The proceeds of the issue would
Low cost borrowing mainly be utilized by the company in expanding its production and
distribution network of basmati rice and ready to eat (RTE) in domestic and
overseas market; mainly targets to strengthening its brand in UK, US and
Middle East. The company would trim down its interest costs by repaying
its costly long term secured loans to an extent of Rs50mn.
Ansoff’s matrix
Market leader in the branded rice market Diversifying the product segment
Widening it supply network globally Focusing to enter the chiiled & frozen food market
BCG matrix
10%
8%
6%
0%
10x 1x 0.1x
Porter’s model
Potential Entrants
Substitutes
Industry Rivalry
RTE food
Company faces tough competition from unorganized players in domestic
markets and imports from global players like McCain Foods Ltd.
Branded rice
Company faces moderate competition from unorganized players in
domestic market.
Supplier Power
RTE food
Minimal bargaining power of supplier due to its own production
Branded rice
Major portion of the raw material is bought through contract farming of
basmati paddy therefore minimal supplier's power exists
Buyer Power
RTE food
Higher bargaining power of buyer due to existence of close substitutes and
fierce competition from peers
Branded rice
Higher bargaining power of buyer due to rivalry from peers
Potential Entrants
RTE food
High threat of potential entrants due to low capital requirements, untapped
market potential and attractive margins in the segment.
Branded rice
High threat of potential entrants due to existence of large number of players
in unbranded basmati rice.
Substitutes
RTE food
Significant threat from other food products like instant noodles
Branded rice
No major substitutes available
Company standing
Criteria/Scale(5H-1L) 5 4 3 2 1
Technology/Innovation
Brand/Social Image
Distribution Strength
State of Competition
Brand/Social Image
The company has a flagship brand “Kohinoor” with great brand recall. We
rate the company 5 for its brand.
Distribution Strength
The company has a strong distribution network with a total of 174
distributors worldwide with 475 stockist and 240000 retailers. The company
has own distribution network in 46 countries. We rate the company 5 for its
strong distribution network.
Competition
The company faces moderate competition in the branded basmati market
whereas in ready to eat food market it faces high competition from domestic
as well as international players. We rate the company 3 due to relatively
moderate competition.
Entry/Exit barrier
The entry/exit barrier for the company is moderate. We rate the company 3
on a scale of 5.
Financials
Valuation Ratios
Market price (Rs) 97.0 97.0 97.0 97.0
P/E (x) 16.1 12.1 7.7 5.8
Price/CEPS (x) 11.0 8.7 5.9 4.1
Price/Book value (x) 2.1 1.9 1.5 1.2
Mcap/Sales (x) 0.4 0.4 0.3 0.2
EV/Sales (x) 0.8 0.9 0.9 0.7
EV/EBIDTA (x) 12.2 12.5 10.5 8.0
E-Estimates
Assets
Gross block 676.8 1,022.9 1,352.9 1,522.9
Accumulated depreciation 294.9 343.9 418.8 557.5
Net fixed assets 381.9 679.0 934.1 965.4
Capital WIP 38.2 69.4 86.8 108.4
Investments - 2.6 2.6 2.6
Current assets 3,104.2 3,751.9 4,639.9 4966.8
Cash & Bank 67.3 53.4 322.3 187.8
Accounts receivable 372.5 493.4 484.3 552.9
Inventory 2,328.2 2,954.6 3,547.9 3,892.8
Loans & advances 336.2 250.5 285.4 333.3
Current Liabilities 241.6 478.2 571.6 603.2
Accounts payable 35.8 133.2 190.8 231.1
Other Liabilities 75.2 147.8 193.3 212.1
Provisions 130.6 197.2 187.5 160.0
Net current assets 2,862.6 3,273.7 4,068.3 4,363.6
Miscellaneous expenses 37.6 41.7 79.7 79.7
Capital employed 3,320.3 4,066.4 5,171.5 5,519.7
Ratios
Current ratio (x) 12.8 7.8 8.1 8.2
Average collection period (Days) 25.1 34.2 28.0 26.0
Inventory turnover (Days) 167.5 221.3 223.6 201.2
Average payment period (Days) 3.1 12.3 14.8 14.6
Debt-Equity ratio (x) 2.6 3.0 3.1 2.5
E-Estimates
The ratings are based on the absolute upside of our target price from the current price.
Ratings Upside
Buy > 20 %
Hold 0% - 20%
Sell <0%
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