Key takeaways from Investor Roadshow conducted recently:
1)The total domestic market (organized + unorganized) for residential air-coolers is ~5mn units with an aggregate value of ~Rs20bn. The unorganized segment account for 80% of the volume (i.e ~4mn units) and 70% of value (i.e Rs14bn).__
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2)__The total industry is growing at a robust long term growth rate of ~20%, while the organized segment is clocking ~25% growth. As the lifestyle improves and product awareness increases, the industry expects a shift from the unorganized segment to the branded products.
__3)__Symphony has a market share of ~40% and ~50% in volume and value terms respectively in the organized segment. Major competitors include Kenstar (35% market share), Bajaj Electricals, Khaitan, Usha, Oriental, Havells and others.
__4)__Majority of Symphonyâs sales originate from the north & west India (~65% of total domestic revenues), while south and east India account for 20% and 15% respectively. It is pertinent to note that even in a humid city like Mumbai; Symphony had managed to sell ~12,000 air-coolers during the last year.
__5)__The constant focus on innovations and introduction of new models every two years has enabled Symphony to maintain its competitive edge over competitors and retain the numero uno position for over five years. The company has recently introduced window coolers in both plastic and metal body. The plastic version is manufactured in India while the metallic version is imported through IMPCO.
__6)__Over 85% of the domestic sales are routed through the distributor â dealer channel on a cash and carry basis, while the balance 15% is through the large format stores on a 30-90 day credit period. 100% of the exports of residential coolers to the American continent and the Rest of World (RoW) are also undertaken under the Symphony brand.
__7)__Symphony has also tied up with many large format stores in overseas locations to boost its exports. Few examples are the tie-ups with Singer in Srilanka and Bangladesh and another tie-up with Carrefour in Indonesia. The company is in the process of exploring many more tie-ups with other large format stores in various geographies.
8)__Symphony does not own any manufacturing facility to supply residential air coolers in the domestic markets. The complete manufacturing of residential coolers for its domestic markets is outsourced to various plastic molders across different regions, with an aggregate capacity of ~1mn units. In case of supplies to the export markets, the company manufactures the coolers at its Surat SEZ facility, in order to avail the tax benefits.
__9)__Under the terms of agreement with the molders, the ownership of the designs and the mould for each model would exclusively rest with Symphony. The agreement also precludes the molders to manufacture air coolers for any brands, other than Symphony. The entire manufacture and packaging process is supervised by Symphonyâs quality control team stationed at the molders facility.
__10)__Components such as motors, pumps, cooling pads, electronics, control panels, etc. are sourced by the molders as per the price, specifications and commercial terms decided by Symphony. The plastic molders would not only manufacture the plastic cabinet, but would also assemble and pack the product and dispatch it to the distributors. The excise duties and other manufacturing taxes are paid by the molders and are accounted by Symphony through the purchase account.
__11)__The industrial and ducted coolers (IDC) are manufactured at Symphonyâs Mexico facility. While the IDC is marketed in India under the Symphony brand, the same is sold in the overseas markets under the IMPCO brand.
__12)__The company has executed many IDC projects at various overseas and domestic locations with its clientele ranging from malls, factory shop floor, factory canteen, places of mass gathering such as religious institutions, railway waiting rooms etc.,
__13)__IMPCO had sold IDC worth Rs580mn in North America while the Indian sales have been around ~Rs70mn. The domestic IDC segment is worth Rs25bn annually and is largely dominated by the unorganized segment. Symphony has recently entered this segment and it would take few years before the company garners a substantial share of the market.
__14)__Symphony expects the domestic market for residential air coolers to grow at ~15-20% p.a in volume terms coupled with a price rise of ~5-8% every year. The exports to RoW (excluding North America) are expected to growth at ~25-30% while the sales at IMPCO (residential air-coolers and IDC) are expected to report steady growth.