Notes from AR 2020-21 iro Lux Industries -
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Established in 1957. Currently a leader in branded inner wear segment in India. Has 7 state of the art manufacturing facilities across India with a cumulative capacity to make 30 cr garment pieces per year. ) Company’s 03 plants are in WB, 02 in TN,01 in Punjab and 01 in UP. Lux is the number 1 mid segment inner wear brand in India. Also the largest inner wear exporter from India. Exports to 46 countries - mostly to LMIC countries in Asia and Africa.
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Last 3 yrs sales, EBITDA, EBITDA margins data -
Sales - 1216 cr, 1674 cr, 1964 cr
EBITDA - 186 cr, 275 cr, 392 cr
EBITDA margins - 15.3%, 16.4%,19.9%
( Margin expansion in a pandemic year with expanded distribution and tighter control on working capital which reduced by 38 days was the highlight of the FY and points towards improvement in financial quality of the company )
- Key initiatives this year-
(a) Courageously launched retail venture ( Cozy World ) when most others stayed defensive - Every mid segment Indian hosiery company has always relied on marketing and distribution. Lux’s extension into retail is a first of its kind initiative to engage directly with the consumers. Launched 04 Cozy world stores in the FY. Aim to scale this to 50 stores in FY 21-22 ( company owned or franchised). Aim to target 5-10 pc sales through these EBOs in 3 years.
(b) Extending distribution presence in South India - Current region wise sales break up -
Central - 18 pc
East - 28 pc
North - 30 pc
West - 21 pc
South - 3 pc
Company’s penetration in South should be increasingly visible from FY 21-22.
(c) Enhancing online presence - Created a proprietary team to build the E-commerce business. Entered into marketing alliances with Flipkart, Amazon, Myntra, Ajia and Nykaa. Online revenues doubled this year. Aim to hit 2pc of sales through online channels in the foreseeable future.
(d) Thrust on premiumization - Reinforced premium brand presence with the launch of One8 brand. This segment has completely different dynamics, packaging, designs, touch and feel. The premium brands - ONN, One8 and Luz Premiums ( for Exports ) reported far higher growth than company average. Currently 12 pc of company revenues come from these premium brands. The premium brands grew by 7 pc during the FY ( this to me is a key matrix )
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Pandemic induced shift from unorganised to organised - this was really visible this year due better avlb of labour and bank credit to organised players.
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Company now focusing on ensuring better financial hygiene by tightening its liquidity standards to moderate its working capital. Lockdowns tested this resolve but the company persisted with its liquidity discipline. Net result was reduction in receivables cycle by 12 pc. Corrospondingly, the short term debt moderated from 228 cr to 108 cr.
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New product launches - were restrained launches due pandemic. Launched women’s tunic from 100 pc rayon that enhances softness. Also launched night suits, side pattern tracks and beginner’s brassiere under the Lyra brand. Other launches included - ONN junior hoodie jackets, sweatshirts and One8 boxers.
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Chairman’s message - Revolves around 3Ms
M1 - Milleniels - born between 1981 and 1996 - show distinctly different consumer behaviour vs the older generation. This is now the company’s core audience.
M2 - Markets - Are transitioning from economy to mid and premium segments. Plus the shift from unorganised to the organised. Lux believes that Women and Children’s segments are on the cusp of a take off. Plus the new reality of online markets - towards which Lux is actively working.
M3- Merger - Merged Lux Industries, JM Hosiery and Ebell fashions Pvt ltd on 01 Apr 2020. Benefits - Company gains scale, ability to attract better talent, Reinforces that promoters have no other business interests ,making Lux enter women’s segment as Lyra was under the Ebell fashions umbrella. Merger also save admin costs.
- Improving liquidity helps in buying efficiency. Cash on books on 31 Mar 19 was 7 cr vs 84 cr on 31 Mar 20 which helps buy RMs in bulk during the start of the season when stocks are adequate and prices are lower. This improved liquidity should only increase going forward.
Disc : invested, biased
Regards,
Ranvir Dehal