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PRIVATE AND CONFIDENTIAL for discussions purposes only
Global presence in Gold Jewellery
January 2011
1
RAJESH EXPORTS LIMITED
Silverdäle
Disclaimer
2
This document contains selected information regarding “Rajesh Exports Limited (REL)” (“the Company”), its subsidiaries, and/or associatecompanies. It does not purport to be comprehensive or to contain all of the information that a prospective investor may desire in investigating theCompany or the securities; hence each prospective investor should conduct its own independent due diligence in connection with any transactioninvolving the securities and seek the advice of its own professional advisors. The information contained in this document has not beenindependently verified. Neither the Company nor any of its affiliates, advisers, officers, representatives or agents make or will make anyrepresentation or warranty, express or implied, as to the accuracy or completeness of the information contained herein, and any and all legalliability or responsibility is expressly disclaimed based on or relating to: (i) information contained in, or errors in or omissions from this document, or(ii) the recipient’s use of this presentation, or (iii) any other written or oral communications transmitted to the recipient or its affiliates, advisers,officers, representatives or agents in the course of its evaluation of the Company or its securities. Accordingly, no information contained in thisdocument or any written or oral communication transmitted or made available to a recipient of this document: (i) is, or shall be relied upon, as apromise or representation, whether as to the past or future performance; or (ii) will form the basis of any contract.
This presentation includes statements which may constitute forward-looking statements. Although the Company believes that the expectationscontained in such forward–looking statements are conservative and reasonable, they involve many subjective assumptions and are subject to risksand uncertainties which could cause actual results to differ materially. Such statements are not guarantees of future performance. Accordingly, theCompany and its respective affiliates, advisers, officers, representatives or agents give no (and will not give any) assurances, and norepresentation or warranties can be or will be made, as to the accuracy or attainability of such projections, estimates or other forward-lookingstatements.
The estimates statements given in the presentation are not guarantees of future performance; and may or may not be achieved. Please conductindependent due diligence before taking any decision based on these estimates.
No part of this document may be distributed, reproduced, taken or transmitted into the United States, Canada or Japan.
This document is neither an offering memorandum nor an offer or an invitation for the sale or purchase of any securities of the Company or arecommendation in relation to the foregoing. It is not intended to form, and should not be treated as, the basis of any investment decision.
Contents
3
Company Overview12 Jewellery Market
Growth Strategy3
4 Recent Developments
6 Recap
5 The Offering
4
34
32
28
19
16
Snapshot
Established in 1989.
Head quartered at Bangalore, India.
Manufacturer, wholesaler, exporter and retailer of gold jewellery
FY06 – FY10 CAGR
• Revenues : 35.58%
• EBITDA : 27.70%
Market Cap (Fully diluted) : USD 835 million
World’s largest gold jewellery manufacturer
World’s lowest cost producer of gold jewellery
World’s largest catalogue of jewellery designs
CompanyHighlights
Business
5
Market Share
12% of gem and jewellery export from India
25% of gold jewellery export from India
3% of world gold trade
Financial Highlights
Strong dominance in gold jewellery trade
Saga of Rapid Growth
6
1989 : Year of Establishment
1996 : India’s largest jewellery manufacturer (6 tpa)
1995: IPO of 2m shares @ 400% to face value of INR 10
2006 : Revenues exceed USD 1 billion
2003 : World’s largest jewellery manufacturing facility (250 tpa)
1994 : India’s first R&D facility
2009 : Revenues exceed USD 4 billion
2010 : Launch of Retail Gold revolution under the brand name SHUBH
Promoters engaged in gold jewellery retailing
1960 to
1989
Expansion of Retail Gold Revolution pan India and Globally
2011 to
2016
Manufacturing Process
7
Gold bullion and alloy heated to 1000o C
Molten gold poured into cast to produce rods
(A) Machine Chains
(B) Manual Process
(C) Casting Process
Wires drawn from gold ingots
Wires then drawn using diamond dyes
Wires wound on spools and mounted
Non-soldered chain is woven
Soldering of chain
Chain without loopsGold chains of various sizes
Quality check and delivery
(A) Machine Chains (for standard gold chains of various designs)
Manufacturing Process
8
Metal master & rubber mould making
Wax injection & spurring
Investment casting Burn out of wax
Liquid gold injection De-sprucing & initial polishing
Setting & final polishing
Quality check and delivery
(C) Casted Jewellery (for plain and diamond jewellery)
(B) Manual Process (for hand-made jewelry)
Wire drawing and stamping
Dye cutting Design fabricationDesign pieces with loose ends
Soldering and polishing
Quality check
and delivery
Technology
9
REL extensively utilizes latest technology at various production stages -
Alloying - REL has developed proprietary alloys and utilizes the latest alloying technology for creating goldalloys.
Melting - Gold alloy and other precious metals are melted using induction technology.
Wire Drawing - Specialized wire drawing machines and diamond dyes are used for wire drawing and forproduction of various other raw materials.
Master Making - Most advanced prototyping equipments are used for creating masters of jewellerypieces.
Casting - REL has developed technology to cast the minutest and fine filigree designs.
Chain Making - High precision robotic machinery are used for producing the finest chains.
Engraving - Laser technology is extensively used for making engraving dyes and for marking the jewellery.
Soldering - REL has created process for solder free handmade jewellery using advanced laser solderingtechnology. Laser technology is also extensively used in soldering various parts of jewellery.
First time in the world REL has developed 100% solder free Indian jewellery
Consistent Growth
10
In USD million
0
1000
2000
3000
4000
5000
2008 2009 2010
Total Income
84.82
53.77
67.65
0
20
40
60
80
100
2008 2009 2010
EBITDA
0
10
20
30
40
50
60
2008 2009 2010
Profit before Tax
0
10
20
30
40
50
2008 2009 2010
Profit after Tax
Brief Financials
11
Particulars 2009-10 2008-09 2007-08
Total Income 4117.65 2,746.91 1926.00
Total Expenditure 4050.00 2,693.13 1841.17
EBITDA 67.65 53.77 84.82
Interest 21.19 31.44 32.86
Depreciation 0.39 0.37 0.36
Profit before Tax 46.04 21.88 51.57
Taxation 3.06 2.48 5.68
Profit after Tax 42.97 19.41 45.90
Earnings per Share in INR 7.28
Face Value Rs. 1/- per share
3.40
Face Value Rs. 1/- per share
8.24
Face Value Rs. 2/- per hare
Particulars 30th September 2010 30th June2010
Total income 1,119.91 951.88
Total Expenditure 1,092.93 934.39
EBITDA 26.98 17.49
Interest 9.67 6.86
Depreciation 0.92 0.10
Profit after Tax 16.39 10.53
Summarized profit statement (in USD million)
I and II Quarter 2010-11 performance (in USD million)
Awards and Achievements
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Karnataka State Government Best Exporter Award for past 13 years (from 1997 to 2010)
“Overall Excellence in the category of Gold Exports” Award by the “Gem & Jewellery Export Promotion
Council” for 16 consecutive years (from 1994 to 2010)
Ranked as the ‘Second Fastest Growing Company’ in the Large Scale Sector in 2009
Accorded as the “Jeweller of the Year” Award by Jewellers Association, Bangalore in 2009
Awarded Gold Trophy for exports by Federation of Imports & Exports in 2008
Ranked as the most investor friendly company in India in 2007 by Business India
Ranked No. 1 in the Gems & Jewellery sector in India by Dun & Bradstreet in 2007
The only “Premier Trading House” in Jewellery Sector in India
Accorded ‘Nominated Agency‘ status to import gold for domestic consumption.
In News
14
Rajesh Exports ranked as the ‘Second Fastest Growing Company’ in the Large Scale Sector in 2009
Management Team
15
Rajesh MehtaExecutive Chairman
• Experience of over 20 years in the jewellery industry• Pioneer in organising jewellery trade in India• Director, Handloom & Handicrafts Exports Promotion Corp President,
Jewellery Exporters Association of Karnataka
Prashant MehtaManaging Director
• Experience of over 22 years in jewellery manufacturing• Expert on global best practices in jewellery manufacturing and
technology.
Vijyendra RaoCEO (Export)
• Experience of over 20 years in exports• Expert in overall management of export business• Specialist in marketing and finance aspects of export business.
Mayank MallickCEO (Retail Branding)
• Experience of over 12 years in brand building & jewellery retailing• Expert in establishing new jewellery stores, creating awareness and
branding of the jewellery store.• In charge of establishing 500 retail stores pan India
Prasanna KumarCEO (Retail)
• Experience of over 20 years in retailing • Expert in day-to-day management of retail business specializing in
logistics of the retail stores and relationship building with the associates
Gold - Global Demand and Supply
17
Current global gems and jewellery industry: USD 155 billion(Gold demand is growing at 8-10% p.a. CAGR)
Global gold market: 3,300 tonnes
Major consumers: India, USA and China
Total gold demand in Q2 2010 rose by 36% to 1,050 tonnescompared to the demand in Q2 2009.
According to World Gold council, the total demand over thefirst three quarters of 2010 is 2,818.50 tonnes up from2,609.40 tonnes during the first three quarters of 2009.
Wolrld’s Top 5 Gold producing countries
China 12.8%Australia 9.4%South Africa 8.9%USA 8.9%Russia 7.9%
2008 2009
Jewellery Consumption 2,193 1,759
Industrial and Dental 439 373
Investment and ETFs 1,179 1,348
Total 5,819 5,489
Worldwide Gold demand (in tonnes)
World’s Top 5 Gold Consuming countries
India 27%China 23%USA 11%Germany 5%Turkey 4%
Source : GFMS (Gold Field Mineral Services)Source : World Gold Council
Gold – Indian Scenario
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India is the world's largest buyer of gold and world’s largest Jewellerymarket with an -
Average consumption of 850 tonnes p.aValued at USD 37 billionGrowing at 10% p.a
India uses 90% of its total gold consumption for Gold Jewellery making.
Indian gold demand is firmly embedded in cultural and religioustraditions (Stridhan)
GoldFirst Half 2009 First Half 2010 % Growth
Tonnes INR (Billion) Tonnes INR (Billion) Volume Value
Jewellery 163 326 272.5 545 67% 70%
Investment 25.4 51 92.5 185 264% 332%
Total 188.4 377 365 730 94% 97%
Source : India Infoline News Service, 25 Aug’2010
India Gold demand growth figures H1 2009 VS H1 2010
Over centuries and millennia, gold has become an inseparable part of the Indiansociety and fused into the psyche of an Indian.
Indians see Gold as a symbol of purity, prosperity, investment and good fortune.
Mission 2016
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Growth Trajectory
Phase I (1960-1989) Retailers with global vision, handicapped by supply constraints
Phase II (1989-1994) India’s first organised jewellery manufacturer
Phase III (1995-2002) India’s largest (6 tpa) plant with world-class R&D
Phase IV (2003-2010) World’s largest (250 tpa) plant; turnover > USD 4 billion
Phase V (2011-2016) Leverage economies of scale and expand margins by evolving into
fully integrated jewellery company
Resources:
Infrastructure World’s largest and world’s best
Management Managing world’s largest gold jewellery business
Technology 65-person strong R&D, proprietary alloys and processes 30,000
designs
Growth Engine:
Growth Engine Retail Expansion
Target: To increase SHUBH Jewellers stores from 40 to 500 in next 4 years
Growth Engine - Retailing
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Retailing
Retailing in India
(to be followed by global rollout)
Margin - 10%
Indian Market size - USD 37 billion;
Target share - 20 %
Initiated a Retail Gold Revolution in the
Indian gold jewellery market, which would
bring in a paradigm shift in Jewellery retail
business
...Retail Gold Revolution
Jewellery Retail – Indian Scenario
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96% is in unorganized sector (globally 70% isunorganized)
Very highly fragmented (no pan-India stores)
Over 400,000 small retailers and 850,000 goldsmiths
Branded gold jewellery is a very recent phenomenon
Branded jewellery accounts for only 4% of totaljewellery market, but growing at 30-40% pa and isslated to constitute 10% of total jewellery market by2009
Value for money, Quality, consistency and variety ofdesigns hold the key to retailing success
The organized market has shown an annual growth rate of 40% since 2005
Retail Venture USP
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Punch Mantra (the five doctrines)
22K GuaranteeBacked by life-time buyback guarantee
Largest RangeBacked by proprietary library of 30,000 active designs
TechnologyProprietary technology to ensure standardization, consistency, color, Tarnish free etc.
Competitive PricingPowered by economies of scale, lowest manufacturing costs, lowest finance cost, technology resulting in lower use of gold for same design. Introduced the revolutionary “Real Rate Per Gram”
ServicePan-India network of retail showrooms providing life-time free repair service at any store
Service
Pricing
Technology
Guarantee
Range
Retailing – Global Vision
24
Scripting the Retail Gold Revolution
Retail customers have been offered REAL RATE PERGRAM - An unheard concept in the industry
No miscellaneous charges such as makingcharges, stone charges, wastage etc – Customerscharged only on Gold
Achievable because of the advantage of Integratedfacilities – The USP of Rajesh Exports Limited
The price advantage – No middlemen in the wholeprocess from importing raw gold from the mines to endcustomer
Currently with 28 stores under the Gold revolution–Target of 500 stores pan India by 2015
Unique concept of Franchise model – A Win Winsituation for the Franchisor and Franchisee
An awareness campaign of Rajesh Exports Limited to educate customers on the concept of REAL RATE PER GRAM.
Retailing – Global Vision
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Scripting the Retail Revolution
More than 30,000 designs to choose – From the strong in-house design and R & D team
Customized options to customers – Orders accepted eitherfor new designs or changes in existing designs
SHUBH Service Centers – Offer exclusive services toconsumers. For the first time in the world - free repair, freetesting and buying of old jewellery at the highest price inthe world
Profile Transformation
26
17.04
74.39Retail
Exports
Revenue Profit Rev. share
Retail 195.30 17.04 3.71%
Exports 5,066.67 74.39 96.29%
Total 5,261.97 91.42 100%
Revenue Profit Rev. share
Retail 994.05 90.55 17.09%
Exports 4,824.00 88.27 82.91%
Total 5,818.05 178.82 100%
Revenue Profit Rev. share
Retail 2,336.92 221.78 33.15%
Exports 4,713.45 106.80 66.85%
Total 7,050.37 328.58 100%
2011 20132012
Profit Share Profit Share Profit Share
90.5588.27
Retail
Exports
221.78
106.80
Retail
Exports
Revenue ShareRevenue ShareRevenue Share
195.30
5,066.67
994.05
4,824.00
2,336.92
4,713.45
Revenue Mix 2011-2013 (in USD Million)
Additional turnover during 2011-16 to come from the Retail Growth Engines
Profile Transformation
27
Revenue Profit Rev. share
Retail 3,659.97 361.09 44.30%
Exports 4,601.67 123.60 55.70%
Total 8,261.64 484.69 100%
Revenue Profit Rev. share
Retail 5,318.35 544.46 55.25%
Exports 4,307.30 132.79 44.75%
Total 9,625.65 677.25 100%
Revenue Profit Rev. share
Retail 7,043.92 746.93 64.79%
Exports 3,827.60 135.92 35.21%
Total 10,871.53 882.85 100%
2014 2015 2016Revenue Share Revenue ShareRevenue Share
361.09
123.60
Retail
Exports
544.46
132.79
Retail
Exports
746.93
135.92
Retail
Exports
Profit ShareProfit ShareProfit Share
3,659.974,061.67 5,318.35
4,307.30
7,043.92
3,827.60
Revenue Mix 2014-2016 (in USD Million)
Major portion of profits during 2011-16 to come from the Retail Growth Engines
Corporate Structure
29
SHUBH INFRASHUBH RETAIL
PARENT COMPANY
SUBSIDIARIES
STORE BRANDS9 BRANDS OF DIAMOND
JEWELLERYSHUBH LAABH
RAJESH EXPORTS LIMITEDManufacturers, Exporters and Wholesalers
Manufacture of Gold and Diamond Jewellery, Bulk Exports, Wholesale, White Label Branded Exports and
Diamond Jewellery Exports.
SHUBH Retail
30
For sharper focus:
All retailing ventures to be put under 100% subsidiary:
SHUBH Retail
Team (ex-Oyzterbay, ex-Titan)
Pioneers in creating branded retail jewellery in India
with over 50 man-years of experience
Team that created ‘super brands’ – Titan, Tanishq, Oyzterbay – are now
part of the team at Rajesh Exports
SHUBH Infra
31
To monetise land-bank owned by REL of 170,458.16 sq.
ft of prime commercial space and 137 acres of land
around Bangalore city.
Acquisition cost: USD 25 million
Estimated market value: USD 250 million
Post-development value: USD 400 million
Land bank, primarily in Bangalore – foremost technology
growth engine of India
Exponential appreciation in land bank value, due to low
historic value
To be managed by highly experienced industry
professionals
33
Lowest cost manufacturer of gold jewellery
Most advanced technology.
Stable existing volume business.
USP: 22K Guarantee, Range, Technology, Pricing,
Service
SHUBH Retail – Laabh, Shubh, and Oyzterbay
Retail
Gold Processing
SHUBH Infra to monetize land bankInfra
Zero gold price risk, price-hedging, technologyOperational Excellence
Quick Recap....
Retailers achieving economies of scale in manufacturing onto margin expansiontrajectory to emerge as fully integrated company
Market Snapshot
34
122% increase in PAT from FY 2009 to FY 2010. Capitalized onthe downturn by climbing up the value chain into high valueadded products and lowering the cost structure by backwardintegration.
Particulars 2009-10 2008-09 2007-08 2006-07
Revenue 4,117.65 2,746.91 1,926.00 1,531.87
EBITDA 67.65 53.77 84.82 47.62
EBITDA % 1.6% 2.0% 4.4% 3.1%
PAT 42.97 19.41 45.90 22.51
Cash Bank 1,478.60 1,230.53 1,111.56 1,280.89
Particulars % of Holding
Promoters 52.42
FII 11.37
DII 4.01
Public 32.20
Total 100.00
Brief Financials (USD in Million)
Shareholding Pattern (Sept’10)
Particulars Value
CMP in INR as on 10 Jan’ 11 132.55
Mcap ( INR million) 37,570.00
Mcap ( USD million) 835
EPS (INR) 6.80
P/E 19.50
NSE Code RAJESHEXPO
Reuters Code REXP.BO
Bloomberg Code RJEX@IN
Index Comparison (BSE)
35
Thank You
For further information, please contact:
Somitra Agrawal
Managing Director
Silverdale Services (Hong Kong) Limited.
Suite 802 - A, 8/F Pacific House
20 - 20B Queen's Road Central,
Central, Hong Kong
Tel HK : (852) 28680444
Fax HK : (852) 28680447
Tel IND : (91 ) 22 66301626 / 27
Email: [email protected]
Rajesh MehtaExecutive Chairman(Registered Office)No. 4, Batavia Chambers, Kumara Krupa Road, Kumara Park (East),Bangalore – 560001, INDIA.Tel: + 91 (80) 2226 6735Fax: +91 (80) 2228 5218Email: [email protected]