Target: Rs.72
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Financials: For FY14, the total income of the company came out to be Rs.7343.09 Cr as against Rs.10, 399.79 Cr in FY13. The company came out with a net loss of Rs.22.65 Cr as against Rs.265.16 Cr profit in FY13. The loss is mainly due to higher interest outgo, which jumped from 238.74 Cr in FY13 to Rs.414.19 Cr in FY14. It was one of the toughest years for the Indian economy with the GDP growth falling below 5%. Gitanjali Gems Ltd also faced a challenging time during the year 2013-14. Customer sentiments were affected by the inflation and uncertain economic conditions. Moreover, Reserve Bank of India initiated measures to contain the Current Account Deficit by imposing restrictions on gold import for domestic consumption. At the same time customs department increased the import duty on gold to 10%. Further, the
Indian Rupee weakened considerably during the year, 2013-14. It can be seen from the above that in the trying times also, percentage level of gross margins has been maintained. However, the company has taken a number of measures, whose positive effect would be seen in the coming months.
Triggers:
- Having introduced the first diamond jewellery brand “Gili” in India in 1994, Gitanjali has pioneered the branded jewellery revolution in the country. It has changed the way jewellery was viewed in India. Ever since then, Gitanjali added a plethora of brands such as Nakshatra, Asmi, Sangini, D’damas to name a few to cater to diverse age groups, occasions, price points and geographies.Recently Gitanjali made a foray into affordable fine jewellery with its Viola Italia range of jewellery. Gitanjali’s brands enjoy tremendous recall and the group has leveraged upon this by extending its brands to include lifestyle categories such as apparels under the Gili and Diya brands which have been reasonably successful ventures.
- The Group has actively pursued not only product and design innovations but also channel innovations. Currently the company distributes its jewellery through around 360 distributors, who cater to more than 3000 retailers. The company also enjoys a significant retail presence through around 239 Own Stores, 305 franchisees and 640 Shop-in-shops. Gitanjali is also strongly exploring newer channels such as e-commerce and has launched exclusive as well as multi-brand portals and has also created an online market place. The Group’s retail operations are supported by a strong inventory management system.
- The company came out with better standalone numbers in Q1FY15, speaking sequentially. The total income of the company in Q1FY15 came out to be Rs.1534.39 Cr as against Rs.1158.35 Cr in Q4FY14 and Rs.2565.24 Cr in Q1FY14. The net profit of the company came out to be Rs.7.97 Cr in Q1FY15 as against Rs.5.94 Cr in Q1FY14 and a loss of Rs.34.94 Cr in Q4FY14. This shows that the company is slowly coming out of its blues.
- While the company is contemplating a new customer profile and is therefore revamping its product portfolio, it has also halved its marketing spend as part of the Rs.100-crore cost rationalisation drive. Till recently, Mehul C Choksi, the promoter & managing director of Gitanjali Gems, was easily India's best known jeweller. He had a host of brands (Nakshatra, Gilli, Asmi and d'Damas, among others), endorsed by a bevy of celebrities, in his portfolio. Problems started to arise in May 2013 when the RBI, in an attempt to contain the current account deficit, imposed severe restrictions on the gold business. This caused a crash in share prices of jewellers and triggered margin calls. Choksi, who had mortgaged shares to lenders, saw the Gitanjali Gems stock fall 90 per cent: it is currently trading at Rs.57.80, down from Rs.649 in April 2013. The slide in share price was followed by a sharp fall in profit, which impacted the cash flows and increased significantly the Mumbai-based company's dependence on working capital. Meanwhile, the Rating agency Care (Credit Analysis and Research) downgraded the debentures and long-term bank facilities of Gitanjali Gems Ltd on July 5, 2013, on "account of strained liquidity" and the impact of RBI's new policies to curb gold imports. The rating of long-term loan was lowered to BBB- from A and that of short term loan to A3 from A2. Later that month, Care suspended the ratings altogether because the company failed to furnish the information required by the agency for monitoring the rating. The company has since attempted to change the business model of Gitanjali Gems, which does annual business of around Rs.10,000 crore, from domestic to greater focus on exports (he has already raised the contribution of exports to total revenues to 60 per cent from 40 per cent earlier), accompanied by a switch from gold to diamond jewellery. Apparel also figures in the plan: jewellery brands like Gilli and Diya have been extended to apparel. In addition, Gitanjali Gems is starting an "affordable jewellery segment and paying more attention to ultra HNIs (high networth individuals)", according to the management.