Please note that this conference is being recorded. I now hand the conference over to Mr. Dhruv Jain from Ambit Capital. Thank you, and over to you, sir.
Hello everyone. On behalf of Ambit Capital, we welcome you to today's Q1 FY 2021 Earnings Call of TTK Prestige. We have with us the management of the company. Over to you, sir, for your opening remarks.
Yeah. Welcome everybody. As you know, we've just had a very difficult quarter because of the COVID situation, wherein almost more than half the time was lost during lockdowns. But the good news is that given our category seems to be doing quite well, and even though many of the channels were not functional during the period after opening, in June we have exceeded 90% of June of last year in terms of demand, even though only 60-odd% of the channels were working, which means that the existing channels which were working have done better, and we have managed to show a positive EBITDA during the quarter.
We have used the quarter to do many initiatives to take the company forward, and during this quarter, while not reducing any manpower or not holding back any payments due to salaries, we have still managed to bring down the break-even of the company. Through improved efficiencies and some very good measures that we have taken, we have used digitization across the organization to see that the company is in a very good position to sustain the business in these times. We are seeing that going forward, we are in a good position to take advantage of the channels that are already open as well as the channels that are going to open. I leave the floor to any questions now.
Thank you very much. We will now begin the question and answer session. Anyone who wishes to ask a question, you may press star and one on your touch-tone telephone. If you wish to remove yourself from the question queue, you may press star and two. Participants are requested to use handset while asking a question. Ladies and gentlemen, we will wait for a moment while the question queue assembles. Anyone who wishes to ask a question, you may press star and one. First question is from the line of Avi Mehta from IIFL Securities. Please go ahead.
Thanks for the opportunity. Sir, you have pointed to encouraging growth across channels that have opened in July. Could you share what percentage of channels now open and what growth are we trending at in July?
See, first, the channels that have not opened are the large modern format channels because the malls, as you know, have not opened. The general trade has opened in most markets, of course, with the lockdowns coming in on and off. Our own exclusive Prestige Xclusive channel has opened in the markets which have been allowed to open. And both these channels have shown a growth, actually a double-digit growth during this period. And e-commerce, of course, has surged ahead. E-commerce has been doing exceedingly well ever since it has started. And going forward, we are expecting that the modern formats will open slowly, and then we will probably get them back also. But so far, we are seeing that without some of these channels, we are actually at 90+% of our normal sales, with less than two-thirds of the channels really open.
Oh, okay. Okay. So with less than two-thirds channels open, you're already at 90% plus in July?
Yes. Yes.
Okay. Okay. Sir, things are still improving as we speak, or how is that? Kind of because there have been vertical lockdowns that have been introduced recently, so I just wanted to kind of get that as well.
The new lockdowns are not so bad because most of the markets are allowing shops to open for a specific period during the day. Maybe they are having a couple of days lockdown like it is there in West Bengal, etc. But we are managing. We are seeing that when the stores are open, there is enough crowd in the market. People are looking at coming to the market and buying, and we are seeing substantial uptake there with them. And the key measure I see is when we sell, and if we are able to collect the money on time, it means that the sale is quite robust and sustainable.
Fair point, sir. And sir, second is, if you could elaborate, you have said two comments that I wanted your if you could elaborate. One is the channel changes in the post-COVID world which you have done, and two, what are the various programs that you have undertaken to reduce this break-even point that you talked about?
So, I mean, online, clearly, from about 10%-12% has now gone to about 25% of our total sales during this period. But I think that is to do more with the buying habits which have come because of this fear of going outside. But even with the general trade, because the modern format is closed, the business has moved to the general trade and to our own exclusive channels. So that is why we are looking at some good sales. In terms of the measures that we took, obviously, we are looking at enhanced productivities in our manufacturing. I'm very happy to report that all our 5 units are working as soon as the lockdowns opened in May. All 5 factories are working. We started with 1 shift because that was what was mandated. Now, wherever necessary, we are able to operate multiple shifts also.
We are in a position to keep the supply chain going, and we will be in a good position to come to the season.
Sir, the channel changes, you mean you meant the mix, or you are doing something specifically for the channel as well? You already just mean that GT exclusive and online are the ones that you're giving. I just wanted to kind of.
Yeah. GT, exclusive and online are the ones that are operational at this point in time. What we have done is with the online platforms, we've had a full-fledged joint business plan done with them, and we are going as per that plan. There are a lot of digital initiatives which we are taking. We've enhanced digital advertising, and the idea is to dominate the marketplaces that are open. On the other front, we've changed, and we've gotten channel financing for our distributors also to make sure that the collections happen. We are also working very hard to see that their secondaries are also collected by working along with them. There are a lot of initiatives like since people can't travel, we've digitized a lot of our internal processes so that they can continuously service these channels.
Sir, these channel financing is done through our books or anything like that, or no, nothing of that sort?
No, no, no. We have got NBFCs to finance them. There's no recourse to us.
Sir, lastly, you said that you optimized the inventory channel inventory. Does that mean that there would be a divergence between primary and secondary sales in this quarter?
No, I didn't say optimized channel inventory. What I said was we optimized our own internal inventories. Obviously, we needed to make sure that we are in a position to supply demand. As soon as the lockdown opened, we did see a lot of pent-up demand, and we had stocks for that because, remember, we were locked down in the middle of March in March, so there was enough inventory. And subsequently, after the pent-up demand has been satisfied, our factories are in full flow, so there is no problem in terms of supply chain.
So channel inventory is flattish, sir, or how would you put that, sir?
Channel inventory, in my mind, would have reduced a little bit, but it is not in a very bad situation. It is quite healthy.
Okay, sir. I'll come back in with you for other questions. Thank you very much, sir.
Thank you very much. Next question is from Aditya Bagul from Axis Capital. Please go ahead.
Hi, sir. Good afternoon. Thank you for taking the question. So I have two questions. First, we just wanted to understand from a gross profit, gross margin perspective. We've seen a reasonable drop in terms of gross margin, so can you allude what could that be what could be the reason for that? That's question number one. And question number two is if you could probably talk about the three last segments that we have: pressure cookers, cookwares, and appliances. How was the consumer behavior during the lockdown right now, what we're seeing in July-August, and what you envisage over a period of the next three to six months?
So the answer to the second part of your question first, when the lockdown opened, we saw a surge in electrical appliances. We saw, for example, mixer grinders, for example, gas stoves, for example, baking products, baking products in particular, cleaning products in particular. There was a huge surge in demand for these. Non-stick cookware, there was a huge surge in demand. So the product mix per se has changed a little bit, but that's, I think, going to stabilize going forward back to its old levels as we go along. And therefore, because of a mix change, you will see that the material cost ratios have slightly gone up, but the overall margins that have gone down is because the operating leverage has come down given that we had only 1.5 months of operation. Otherwise, there is nothing serious that has happened.
Understood, sir. So the gross margins are purely a function of a product mix change in favor of probably appliance.
Absolutely.
Precisely. Yeah.
Okay. Understood. So, sir, could you also elaborate a little in terms of how you're seeing the H2 of the year pan out? What is the environment? What do you envisage that the environment would be probably towards Diwali or later half? And secondly, if you could probably talk about if you're seeing a difference between the northern part of India and the southern states.
H2 sale, we're looking at being as good, if not better, than last year because of the pent-up demand. The weddings and all that will move in H2. Chandru?
Yes. The weddings have all postponed to the H2, and so therefore we are quite optimistic about the H2. Secondly, Diwali this year is in November and right bang into the Q3, so I think that is a good thing for us normally. The third thing that I'm seeing is if you look around because of all this work from home and whatever has happened, and I also believe that in most of the people's homes, because they are not eating out, they are not going out on holidays, they are not going for movies, there's an increase in disposable money that is available with them, and so we are quite optimistic about our own categories. If you see most of the categories have bounced back even better than people had expected.
Right now, it's all a question of how much portion of the market is open, how many channels are open. The demand, I don't think, is going to be an issue, and the H2 is going to be quite good.
There's no big difference between north and south. There was in the beginning because the south market's opened before the north market, but now it's evening out.
Perfect, sir. Understood. Thank you and best of luck.
Thank you.
Thank you very much. I request all the participants please restrict to two questions per participant. If time permits, please come back in the question queue for a follow-up question. Next question is from the line of Aditya Kondawar from JST Investments. Please go ahead.
Yeah. Hi, sir. I had a question on the channel itself, and I think that has been answered, so thank you.
Thank you very much. Next participant is Achal Lohade from JM Financial Services Limited. Please go ahead.
Yeah. Good afternoon. Thank you for the opportunity, sir. My first question was in the press release, you've talked about rural being soft. What we've been hearing is that rural is usually doing better than normal. So just thought of getting some more color from you on the rural front for us as well as the investor?
You see, let me ask that question. You see, when we say rural, we mean what goes through MFIs. We don't mean the rural market per se. The rural market per se that has been dealt with by the CFO, that has been very strong. But the MFIs, because of their moratorium on loans and so on, they have not opened up their loan books yet, and they're not giving new loans for durable purchases, but that starts happening this month or next month. That's what we mean by rural sales are soft. It's the MFI-rooted rural sales.
Understood. Otherwise, except for MFI, I mean, how has been the trend in the Tier 2, Tier 3 town?
Good.
Understood. Secondly, with respect to the A&P cost, has there been any reduction on a YoY basis with respect to A&P cost for the quarter?
Chandru?
Yeah. This quarter, we have slightly reduced the A&P. Normally, what happens is we spend on a steady-state basis. We're happy to tell you that unlike other peer groups, we have continued to advertise. We launched a full-fledged exchange scheme during the quarter because we believed that was the need of the hour for many people as soon as people came out of the unlock. But as an overall percentage, it was slightly lesser because the amount of time we had to advertise itself was lesser. But we have advertised in all media. We've advertised in newspapers. We've advertised in television. We've advertised in digital. Going forward, the advertising numbers will come similar to what it was last year, but for the Q1, I think this was a lesser advertising period.
So did we feel that it would have gone down to as a percentage of revenue maybe around 4%-5%, or it was still percentage-wise similar?
As a percentage of revenue, if I were to look at, around 4%.
Compared to 6.5%-7% in the base quarter in Q1 FY 2022?
If I say 6, yeah. Yeah, correct.
Understood. Another thing was with respect to the employee cost. So how do we look at this? Is it entirely to do with the less incentives because of the lower sales, or has there any cost optimization on the employee cost front?
No. Actually, what has happened is after we opened the factories, the casual labor was employed based on the number of shifts that we were operating. So there's some contractual manpower that got reduced, which is what caused the reduction in the employee cost.
Also, remember that all travelers come now.
Yeah.
Okay. With respect to capacity utilization, can you help us with the July capacity utilization, sir?
July, you're talking about somewhere near 80%.
80%. When you say two-thirds of the market is open, I mean, is it largely the large retail format which is shut which is driving this one-third reduction, or it's more than that?
That and lockdowns. Every now and then, there's one by one. For instance, the cookware market in Bangalore is still locked down, and that's a very important market.
Okay. Okay.
We're not able to predict. I can't tell you exactly what percentage has been locked down because we don't know where it's being locked down, when it's being locked down.
Right. You mentioned about 80% capacity utilization, but as a percentage of, let's say, July sales of last year, have we reached that number or rather last year July number, or it's a little less than that?
July. You want July? It's not that this quarter.
Yeah. I mean, some of the companies are commenting about how the July month has been.
July month has been good, but I don't think we can give you numbers for this quarter.
Oh, okay. Okay. That's fine. And with respect to the raw material prices, have you seen increase in the raw material prices in the last couple of months as commodity prices have moved up? And B, is there any plans of price increase, and if so, when and how much?
Actually, our main commodity is aluminum. It has not moved up. It is rather flat. There's a marginal increase in stainless steel, but not enough to have a price increase.
Understood. Understood. That's helpful, sir. Thank you. I'll come back in with you for the questions.
Yes.
Thank you very much. I request all the participants please restrict to two questions per participant. Anyone who wishes to ask a question, you may press star one. Next participant is Chirag Shah from ValueQuest Investment Advisors. Please go ahead.
Thank you for the opportunity. Sir, my question was on cookware segment. So we have seen a 5% decline this quarter, and our competitors.
This is breaking. May I request you to speak a little longer?
Yeah. So, sir, my question was on cookware segment. We have degrown by around 59% in the quarter. When we look at your competitor number, their decline is around 30%. And in Q4, if I remember correct, you have said that our new range of Svachh should do good in Q1, Q2 of this year because we missed some channel filling at the end of March. So we haven't seen any reflection of those in our numbers. So what has led to such decline and how do you look at cookware segment going ahead?
It's not a decline. Yeah, the sale has declined, but I don't think there is any structural change. Svachh is doing quite well in the market. It accounts for more than 90% of our sale today in terms of a platform. We believe that we've also advertised during this quarter. I don't want to comment on how our competitor has performed. Maybe it's a function of many things, their own internal promotions, maybe the way they have done with what they have done with the balance orders of the Q4. There are so many factors that go in. At the retail front, we are seeing quite buoyant performance of our pressure cookers. There's nothing wrong with it. It's a question of ups and downs in the quarter. I think we should wait for some more time. This is not exactly a period where things have been normal.
Okay. But do you think we have lost some market share in the last couple of quarters, or you still believe that we have been maintaining our share or our share would be going up?
I believe we have been maintaining our share. We may not have yet gained share, but I think we are maintaining our share.
Okay. Sir, just second question on other categories. So in Q4, again, you have mentioned that demand for cleaning solution, etc., has gone through the roof. But when we look at this quarter number on a lower base, also, we haven't seen much traction, and the decline is similar to what has happened to other categories. So again, how one should read this performance here?
I don't think that is correct. Cleaning products as a vertical has grown more than last year in this quarter for the same quarter, which means.
I mean one and a half months.
We had only one and a half months to do that. In fact, it's the only vertical which has grown over last year.
What has led to the decline similar to so overall, INR 10 crore revenue versus INR 17 crore, which is down?
Chandru, can you say?
In other category, overall revenue is down by 41%, INR 10 crore versus INR 17 crore. So what if cleaning solution has done extremely well, what has led to the decline then?
I don't know whether there's a classification issue here, but let me tell you that cleaning solutions has grown over the previous year in absolute numbers in this quarter.
Okay. Okay. I'll get back to you. Thank you, sir.
Yeah.
[FOREIGN LANGUAGE]
Thank you very much.
[FOREIGN LANGUAGE]
Next question is from Tejas Sheth from Nippon India Asset Management. Please go ahead.
Yeah. Hi, sir. Sir, any idea the markets which are under lockdown, are they getting serviced through e-commerce channels?
I think so, yes, definitely.
Okay. Then the 2/3 of market opening and we are recurring, this kind of sale shouldn't matter, right? We should not be linking it to that because the same is getting serviced through e-commerce. So the demand is kind of channeling itself through other channels, right?
No.
No, no. Please don't misunderstand. You're quite right that if a market in Calcutta closes, certainly some people are buying through e-commerce, but it is not replacing markets that close. It cannot.
No, sir. What I am saying, a genuine demand which needs to be serviced, a person who really wants to buy something will go through other channels. So whether the demand is getting serviced through.
Let me interrupt you. There's a large percentage of population that still does not use the online channels.
No, then there shouldn't have been a surge in the online share from 10%-25%.
There is also a large percentage that uses the online channel.
Okay. Okay. And any category of the products?
This is round and round in this question.
Okay, sir. Any category of the products which are seeing a larger jump in the online channel sales among your?
It's across the board.
It's across the board.
It's across the board? Okay. And the margin profile for us in online channel is not lower than the brick-and-mortar, right?
No. It's similar to, let's say, the modern format channels.
Okay. Fine, sir. Yeah. Thank you very much.
Thank you very much. Anyone who wishes to ask a question, you may press star one. Next question is from Harsh Kumar from SAR Group. Please go ahead.
Hi. Just wanted to understand, is there also because a lot of things we're seeing from a consumer behavior perspective, people going for less going for value products than for premium products? So any trend seen from that perspective?
I don't see such a trend.
In fact, if you ask me, people are going for brands which they are comfortable with for after-sales service, and I think we score there.
Okay. Another piece in terms of products like fruits and vegetable cleaner and all of that, there's a lot spoken about post-COVID, and people are going for hygiene products. So any kind of spurt in demand or any response on that product, and are we going into new SKUs on anything on the sanitization or on the health side per se?
Yes. The fruit and vegetable cleaner, for example, has almost tripled during this quarter. And yes, we are working on new products in the sanitization space.
Do we see that expect that in this quarter, Q2?
I can't tell you that as of now because we haven't yet finished with the development.
Okay. Okay. Okay. Thanks a lot.
Thank you very much. Anyone who wishes to ask a question, you may press star one. Next participant is Kunal Sheth from B&K Securities. Please go ahead.
Yeah. Thank you for the opportunity, sir. My first question is relating to the pressure cooker segment. Sir, what are the timelines for this ISI marking for the pressure cooker, and how do you see do you see any major benefits arising out of that compulsory marking, ISI marking, for industry as well as yourself?
I think the government has now pushed that date to February, if I'm right.
February.
March.
Yeah. So yeah. But yeah, I mean, what the ISI would do is basically bring about some standards, but we are not very sure how they will implement it because they have to now build a full-fledged infrastructure for certifying factories. That's why probably they have also asked for time. But I think it's good that they will standardize this. It's good for us. It's good for everyone.
If they make ISI compulsory and monitor it so that all cookers pass ISI, then the unorganized could virtually manage. It'd be very good for us. But you know what government is? The fellow will pay somebody and get the ISI mark, and then they keep selling.
Okay. So basically, implementation is the question mark at this point in life?
Yes.
Okay. Okay. And sir, secondly, my second question is on the cookware segment. The cookware segment had large imports coming out of China, which were largely cheaper than the Indian counterparts as well as the unorganized sector. So do we see that trend changing, imports from China reducing in the cookware segment, and also unorganized players slightly suffering post-COVID, or you don't think that's going to happen?
Non-stick cookware imports are now discouraged because they have, if you know, they have increased the duties for cookware imports into India. After that duty increase, China no longer is competitive with respect to India on a cost basis. That is one. Second thing is, as far as Indian consumer is concerned, he is concerned about what goes into the non-stick cookware, and I think their brands will score over these unorganized players. We have been seeing that non-stick cookware is going towards brands as we are going along.
Okay. And sir, how large were Chinese imports and unorganized markets in the non-stick cookware market?
Oh, in India, that data is simply not available.
Is it safe to assume that a large part of the market will be unorganized and imports, and organized will be still a small?
No, it is not safe to assume that at all.
Less than 1/3 is in the unorganized space today in the non-stick cookware business.
Even that, it is mostly made in India.
Okay. Okay. Okay. Thank you so much, and best of luck for future quarters, sir.
Thank you.
Thank you.
Thank you very much. Next question is from Manish Poddar from Nippon India. Please go ahead.
Yeah. Hi, sir. Just wanted to get two things. First is, from your view, how big is the online category before COVID for the segments you are thinking into?
That's very difficult because the GMV is never disclosed fully. But I can tell you, relatively speaking, between last year and this year, you are looking at a doubling of what kind of goods they are passing through that online channel. Probably, they have gone up by 2-2.5 times post-COVID.
In our category?
In our category.
Would you be reaching across pin codes, or right now, you're reaching only to certain parts of the entire channel? Because I believe they don't really sell products where after-sales is not available.
We are reaching wherever Amazon delivers, which is 99% of all pin codes in the country.
Okay. Got it. Thanks.
Thank you very much. Next question is from Manoj Shah from Langsco Investments. Please go ahead.
Yeah. Good afternoon, gentlemen. My question is with respect to your cookware and cookers in terms of appliances. How much is manufactured at Prestige Plant, and how much is contract manufacturing done in India, and how much percentage is imported? Maybe you can give a figure not for this quarter, for the whole last financial year of 2020.
So all our kitchenware products, which is pressure cookers and cookware, are manufactured inside our factories, right?
Okay.
All gas stoves, all mixer grinders, all induction cooktops are manufactured in India through our dedicated vendor base. The total imports from China contribute to less than 10% of our turnover. You know we have made an official announcement that we are going to stop finished goods purchases after September from China. We are, at this moment, busy moving all those production lines to India, tooling up so that for the H2, we will start manufacturing through our vendor base. The imports are virtually nothing. The only imports that will happen are probably a few components here and there.
Will it impact manufacturing, cost of production?
No, our costs are quite competitive vis-à-vis whatever landed costs are there. So I don't think that should be any issue.
How do you see the industry landscape changes in terms of this clampdown on imports from the neighboring country and Atmanirbhar Bharat campaign? How do you see the industry changing?
It is good for Make in India. I think the more we make in India, the better off we are. And I think we will be also in a position over a period of time to address exports because of this. So it's good for everybody. I think overall, there is a very big anti-China sentiment in the consumer's mind, which is only getting worse. And moving production to India is going to do us good as a brand.
Yeah. In your case, 90% is we are procuring either from your plants or from the contract manufacturers in India. So the cookware, the unorganized players importing it from China or other countries, do you think you're going to benefit because of this, or how do you see it?
We are going to benefit because of this because you see there are many non-tariff barriers that the government is continuously coming up with. Last year, they clamped down with ISI on all motorized appliances, which means you cannot import anything. Slowly but surely, that is what the government is doing on various categories of products. I think we have an edge over others because we have started this movement three years ago.
Okay. Okay. Thank you. Thank you very much.
Thank you very much. A reminder to all the participants, you may press star one to ask the question. Next question is from M. Balachandran from Goldstein Investments. Please go ahead.
Yeah. I have two. Can you hear me?
Yes.
Yeah. Yeah.
Hello?
Hello?
Can you hear me?
Yes, sir. You can hear me.
Yes. Yes.
Yes. I have two questions. One is on the issue of pent-up demand. Now, you have two types of pent-up demand. One where the customer has the money ready to buy, but the channel is not able to deliver. So that's just a question of time, if not this week, next week. The other type of pent-up demand is where people are not able to buy because credit facilities are not available. Now, could you throw some color on this pent-up demand which you're forecasting because credit facilities are not available, and how you expect this to turn out?
As far as the urban market is concerned, today, credit facilities are freely available. In fact, Bajaj Finserv has made a statement saying their lending has come down because there's no demand for credit facilities.
Okay. My other question is regarding metal prices. Now, people in the metal business are forecasting an increase in metal prices. What is your own take on this, and how do you think it will affect us?
I don't think that I can predict any metal prices. I've been in the business for 45 years, and I've never got it right. As far as we are concerned, if metal prices go up, we put up prices.
Thank you.
Thank you very much. Anyone who wishes to ask a question, you may best start in one. Next participant is Achal Lohade from JM Financial Services. Please go ahead.
Yeah. Thank you for the follow-up opportunity, sir. Can you help us on the exports front? We've been positive for a while. So where are we on the export? Are you seeing even a postponement out there? And yeah, is there any country or customer which we can look at incrementally, which can push us?
Actually, honestly, I will tell you, export is going to be limited by capacity. The demand is there today.
Okay. Okay.
The process of building more capacity to cater to the export.
Okay. But given our capacity utilization is less than 100%, right? I mean, we are at 80%. So what is the limitation?
No, no, no, no, no, no. 80% has a company. 90% of our exports is cookware. They're producing to 105% of capacity.
Right. So what is leading to a delay in setting up? I presume it's different. I mean, we have the locations, right, or you have to put up a greenfield now?
No, no. We've got all the space. We've got the land. We've got the building. We've got everything. Actually, when I get up in the morning and I say, "Hey, set up a non-stick line for 5 million pieces," it doesn't happen by that evening.
I know. I know. But I mean, what kind of timeline one should look at, and what kind of export momentum we should really build in the numbers? Could it be?
We're looking at doubling exports from last year, and it'll probably start around the Q3.
Okay. And is it for any particular geography, or it's?
No, no. It's across the geographies.
Okay. That's great. Number two, with respect to, quite a few companies are talking about omni-channel format where the local vendor actually services the demand generated online. Is there anything we have worked on, and if you could give some color on the same?
Chandru, would you like to talk about omni-channel?
Yeah. We are working on a national omnichannel. We've already conceived the whole project. As we speak, we are on course to putting that in place. It should take us 3-4 months to put everything in place. You know we have a nationwide outlet base of our exclusive outlets, which we will use for this omnichannel. We are also looking at WhatsApp-assisted e-commerce for hyperlocal delivery. Both these are underway as we speak. It should take us between 3-6 months to put everything in place.
Right. The other question I had with respect to online, is there any differential product or pricing strategy out here, or it's the same products which are available offline and available online?
We have two types of things. One is we have online exclusives, which then we talk to the platforms and create for those platforms, which they sell. They also sell the range because both the platforms have realized that if they don't keep the range, it's not going to be right. Both are selling therefore. We do have exclusives as well as the range. As we speak, we have also made sure that the pricing is common across channels for the range, which is common across channels, and the exclusives is a separate pricing.
Got it. And just last question, with respect to stainless steel, have you seen any significant pickup in the stainless steel vis-à-vis the aluminum cooker/cookware, or it's not much of a difference between the two?
Over a period of time, stainless steel has started gaining ground, especially in pressure cookers. That is one. Even in cookware, there's a lot of value-added cookware that is starting to come up in stainless steel. And as you know, we have just commenced a full line in Gujarat for stainless steel cookware right now. And we are also getting into manufacture of 3-ply cookware in stainless steel, which is also happening. Having said all this, this year has been a pleasant surprise on non-stick itself with aluminum-coated cookware. So overall, the cookware business is looking very buoyant.
Right. Would you be able to give some color?
I'll request you to come back in the question queue for a moment.
Just last extended question on the same in terms of the mix from stainless steel in cooker and cookware, sir?
For us, it is still 85/15, but we expect stainless steel over a period of time to go up slightly.
That is the same for cooker and cookware both?
No, no. For cookers, it is much more than that. For example, in cookers, it is about 35% is now stainless steel.
Thank you very much. Next question is from Charandeep Singh from Girik Capital. Please go ahead.
Yeah. Hello, sir. Thanks for the opportunity. Sir, my question is on the kitchen appliances front. If you can just help us understand any new product categories within kitchen appliances which should be keen to bring in. Plus, in terms of the service aspect during this now lockdown or in this time, how we are managing that specifically in the kitchen appliances.
Then answer the second question first. On the sixth day of the lockdown, which was in March itself, our CRM started working. Our call center started working, and our agents started taking calls from home. We quickly set up a home-based support system for people to get technical support to solve problems over the phone if possible. And we kept the calls pending only if that was not possible. The spare parts supply right across the country has been made available. We've used again electronics, I mean, the technology to make sure that the turnaround times for spare parts and everything else is done properly. And our service is well, in fact, the customers have appreciated how much we have done during the lockdown and post the lockdown immediately. We've even done van services wherever it's required where complaints had become more after the lockdown.
So customers have really appreciated us for that.
Sir, within the kitchen appliances, which are the new product categories which you're looking at? We have also been hearing some of the other players ramping up on the kitchen appliances side very aggressively, and it has been a success on their part. Have you seen any kind of a market share push in these categories?
Oh, I think we have launched enough new products in the last year. This year also, we have launched in the Q1 several new products. We are not launching new categories, but we are launching new innovations within the same categories because we are present across categories. I don't think there's any category where we are not present as far as appliances are concerned for the kitchen.
Fine, sir. Fine. Thank you, sir. That's all for me.
You know during this quarter, we've also launched a new retail format called Prestige Lifestyle where we've launched in Bangalore with some specific built-in appliances as well.
Okay. Okay. Fine. Thank you, sir. That's all from my side. Yeah.
Thank you very much. I request all the participants to restrict the two questions per participant. Next question is from Nikunj from LIC Mutual Fund. Please go ahead.
Hello. Yeah. Thank you for the opportunity. Thank you for the opportunity, sir. My question is regarding that in the press release, we have mentioned that during this quarter, we have launched approximately 38 new SKUs. So with respect to these SKUs, you have mentioned that they were mainly for the appliance part. So were they centric to the urban population, or this was one step for our realization of growth through the rural and export market if you could throw some light over there? And going ahead, are we going what would be our strategy of launching new SKUs for the rural and export market, sir? This was my question.
The new SKUs that we have launched during the quarter are to enhance the range of the existing categories. These cater to the entire domestic market. It is not that we've launched anything specifically for rural because what we are seeing increasingly is that the rural consumption is mirroring the urban consumption in a large way unless it's a very cheap product where we don't operate. These products go across the board, and that's what we are expecting. It's not that we are highly urban-centric or very premium or anything like that. As far as exports are concerned, we develop products depending on what the buyer wants to buy from us and then give it to them in cookware and cookers.
Okay. So from the export point of view, we are targeting cookers and cookware. Should I assume that?
That is right.
Okay. So going ahead, say in FY21 for H2, what kind of SKUs are we likely to bring in for the export market? The kind of demand you are seeing from the samples you have given to the export market. So on that side, if you could throw some light.
There are many such lines we are developing for them. Difficult to give you that information because.
Okay, sir. That will be fine. Thank you, sir, for answering my question.
Thank you very much. Next question is from Shreyas Bhukhanwala from Canara Robeco Mutual Fund. Please go ahead.
Yeah. Thanks for the opportunity, sir. Sir, my question is more on the costing side. So considering the current situation across various heads, we would be looking at cost savings, which would be kind of more sustainable as well. So any thought on what kind of margin benefits we can derive from these sustainable cost savings?
Margins are totally dependent on top line. If the top line grows by more than 10%, your margins expand. As far as we are concerned, the pricing of our products is based on our raw material cost plus. So there is not much difference between whatever we do and what we are going to do. If the margins have to go up, you will have to have top line growth of more than 10%.
Sure. But there would be some fixed overheads where probably we would have either we have improved our efficiencies or looked to curtail some expenses going forward.
You are quite right. We normally tend to pass that onto the market.
Sure. Sure. Thanks. Thanks.
Thank you very much. A reminder to all the participants, you may press star and one to ask a question. Next question is from Manoj Shah from Langsco Investments. Please go ahead.
Yeah. RNAM Investments, my question is, can you shed some light on the servicing of the cooker and cookware and the appliances? How do you do it? And are there any plans to capture these services segments of cookers and cookware from the unorganized sector, like service centers on the mobile van, etc.? Any thoughts or any plans as of now they're doing?
See, we have authorized service centers across the country, right? We have more than 500 of them today. We have more than 3,000 feet on street. These are all integrated through a CRM software. Today, you can register a complaint through your phone, through the internet. I think in the next two months, you can even do it through WhatsApp. All of these are done depending on the product line, either as a carry-in service or a home service. We have one of the best turnaround times in the industry.
Sir, having vans, we actually go home and do service.
Yeah. See, as a user of your product, so sometimes face these kind of problems. And when I went to some of your stores also, they told me to visit a service center, which is very far off to go. So it doesn't make sense for me to go there. So from that angle, as a customer point of view, I was asking this question because you cannot.
You should not go to your dealer. There is a national toll-free number which has been advertised extensively. It's on your box also, whatever product you bought. If you call that number, you will get service if needed at home.
No. No. Other problem comes with you is that if I go to any other than the TTK Prestige, I'm not sure the quality of the product or the valve, if the valve is putting in or the handle or anything other than that. So as a customer, I want that only the original TTK brand product should be put in or part should be replaced. So I'm coming from that angle that, okay, that the service center of the company or a mobile van, which can help the customers, they can get a quality replacement part. So that's from my perspective.
You have not listened to me. You have not listened to me. I said if you call the toll-free number, they will pass you on to the closest service center, who will, if required, come home and service it with a regular, genuine TTK spare.
Sure. Okay. Thank you. Thank you very much.
Thank you very much. A reminder to all the participants, you may press star and one to ask a question. Next question is from Anshuman from Ransom Investments. Please go ahead.
Yeah. Good afternoon, sir. Am I audible?
Yes.
In the last call, we said that we are hopeful that we should be able to maintain our revenue at FY 2020 level despite COVID in the current financial year.
No, we did not say that. We said for the H2. You are not listening properly.
Okay. So how should we then look at our five-year vision to double our revenues between FY2020 and 2025? Does it get?
Obviously, that will be impacted. We'll have to go back and start looking. We don't know how the markets are going to be post-COVID. Everything going to change? Is nothing going to change? We'll have to wait a year or so to see and then redo our plan.
Okay. Okay. This definitely pushes out our target to double the revenues.
Will it? It might bring it closer.
Okay. Okay. Thank you. That's it from me.
Yeah.
Thank you very much. Next question is from Sanket from VEC Investments. Please go ahead.
Thank you, sir, for the opportunity, and hope all is well at your end. Just wanted to check one of our peers in the cooker space. Their numbers have reported about a 30%-35% drop on the top line, whereas we've reported about 60%. Could you throw some light on any particular reason why we've kind of had a far severe impact on our cookware space? Cookware space.
See, you know that this particular company which you are talking about normally has a very high Q4.
Yeah.
Right, which was truncated because of the lockdown. And how they have come back and how they have built the Q4 numbers into the Q1, I don't know. I don't want to take a position on that. Our spacing of quarterly sales is different from that company, and therefore, our behavior is also different. You can be very rest assured that nothing much has changed as far as the market is concerned or the relative strengths of the two brands are concerned.
Please look at annual numbers, not weekly or daily or quarterly numbers.
Sure, sir. So I'm looking more at a year-on-year comparison, Q1, FY2019.
For that quarter.
FY20 versus yes, yes, yes.
The problem is that the way they space out their sales over their four quarters is different from ours. One quarter will be less than them. Another quarter will be more than them. Look at the year.
Sure. Sure. Sure, sir. That will be it from my end. Thank you.
Yeah.
Thank you very much. Ladies and gentlemen, that will be the last question for today. I will now hand the conference over to the management for closing comments.
Do you want to do it or?
Yes, I can do it. Thank you all for participating in this conference. We do have a very positive outlook for the remainder of the year, and probably will meet you with more positive performance for the next quarter. Thank you.
Thank you very much. On behalf of Ambit Capital Private Limited, that concludes this conference. Thank you for joining us. You may now disconnect your lines.
Thank you.
Thank you.