Colgate Research Paper

Prices rise in some products by 4 per cent Colgate Palmolive India Limited, a leader in the tooth paste segment, has increased the prices of some its product by around 4 per cent, where as other consumer goods makers such as Hindustan Unilever Limited and Procter and Gamble are cutting prices of their products. The company announced second interim dividend Colgate Palmolive India Limited has announced a second interim dividend for the FY 2008-09 of INR 6 per share on share of face value INR 1.

This dividend is in addition to the first interim dividend declared in December 2008 of INR 9 per share.

Reduction of Share Capital Colgate Palmolive India Limited has reduce the capital of the company by reducing the par value of shares from INR 10 to INR 1 though the number of shares will remain unchanged ~13. 60 crore. The Share capital was reduced from INR 136 crore to INR 13. 60 crore paying back INR 9 per share to each shareholder. This has enhanced the profitability ratio of the company.

DIVIDEND ANALYSIS For Private Circulation Only 1 Hem Institutional Research Desk www. hemonline. com INDUSTRY SNAPSHOT India is one of the fastest growing economies in the world.

While we are moving towards becoming a services-led economy but still agriculture contributes around 17 per cent of the total GDP and employs 60 per cent of the population. India’s FMCG Industry is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. It is one of the most important sectors for each and every economy.

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It plays a vital role being a necessity and inelastic product which touches every life in one or the other aspect. Its principal constituents are Household Care, Personal Care and Food & Beverages.

The total FMCG market is in excess of INR 85,000 Crore. It is currently growing at double digit growth rate and is expected to maintain a high growth rate. FMCG Industry is characterized by a well established distribution network, low penetration levels, low operating cost, lower per capita consumption and intense competition between the organized and unorganized segments. The Indian FMCG industry is known for the presence of global players through their subsidiaries like Hindustan Unilever Limited, Procter & Gamble, Nestle, Colgate Palmolive, etc.

This ensures new and enhanced product launches in the Indian market from the parent’s portfolio. The company leverage the benefits by known brands clubbed with easily availability of key raw materials, cheap labour gives it a competitive advantage. Oral Care contributes around 5 per cent of the total FGCG market in India. It includes toothpaste, toothpowder and toothbrush as it major constituent. Oral care segment is among the few sectors which still have lot of growth potential. It has registered a double digit growth rate over the past few years.

Even the markets for advanced oral products like mouth wash, dental floss and teeth whitening products are at it nascent stage hence will result in higher growth rate. There is a huge growth potential for all the FMCG companies as the per capita consumption of almost all products in the country is amongst the lowest in the world. Federation of Indian Chambers of Commerce and Industry (FICCI) predicted that the Indian FMCG industry sales could grow at a double digit growth rate in the near future. According to CRISIL anticipation, FMCG sector could touch around INR 140,000 Crore by 2015. 5,000 crore Indian FMCG market is one of the important sector and has registered a robust growth rate. Size of Indian Oral care industry is around INR 4,000 crore. The wholesale price index (WPI) after hitting a high of 12. 63 per cent in September quarter has fell to 0. 26 per cent for the week th ended 28 March 2009. For Private Circulation Only 2 Hem Institutional Research Desk www. hemonline. com COMPANY OVERVIEW ORAL CARE – A REAL REASON TO SMILE Colgate Palmolive India Limited, a 51 per cent subsidiary of Colgate Palmolive U. S. , is engaged in oral care and personal care business.

Colgate Palmolive India Limited has been present in Indian oral care market for more than 70 years and the company oral care brands enjoy strong brand equity in the market. The company offer wide range of proven oral care products like toothpaste, toothpowders and toothbrushes under the brand ‘Colgate’. The Company also provides a range of personal care products under the brand ‘Palmolive’. The company was incorporated in the year 1937 as a private limited company. A distribution set up was also developed on India basis with warehouse facilities in Mumbai, Chennai and Calcutta.

In the year 1988, the company got a license for producing 24,000 ton per annum of fatty acids. It also registered with DGTD for production of 30,000 ton of toilet soap per annum. In 1991, the company launched new Colgate Gel Toothpaste, Palmolive Extra Care and new Palmolive soap and re-launched a high quality Colgate Plus and other toothbrushes. In 1996, the company launched Colgate fresh stripe toothpaste and Palmolive naturals soap in personal care products segments, Keratin Treatment Shampoo and Palmolive optima in Hair care segment during the year.

Axion dishwashing paste was launched in Maharashtra. The product received a good response from the market. Even the company established a modern facility at Aurangabad to manufacture Dicalcium phosphate, which is a key ingredient for toothpaste. The company also launched “Colgate Double Protection”, “Colgate Total” and “Colgate Sensation”. In 2000, the company introduced two new variants in soap range. The company relaunched Colgate Gel as “Colgate Fresh Energy Gel”. Then the company launched Shaving Gel and Foam in response to growing consumer interest in skin conditioning benefits.

The company has been continuously paying dividends to its shareholders along with continuous growth. Colgate has re-launched its Cibaca toothpaste as All New Cibaca Top. The company even launched toothbrush. The company launched new Zig Zag toothbrush and Colgate Navigator toothbrush. The company commands a major share in toothbrush market. The company has three manufacturing facilities. They are situated at Baddi, Aurangabad and Nepal. Most of the toothbrush requirement is outsourced by the company and toothpaste is being manufactured at the Baddi plant whereas the toothpowder at the other two plants.

Colgate has been ranked as India’s Most Trusted Brand across all categories for four consecutive years in 2003 to 2007 by Brand Equity ORG-MARG AC Nielsen Survey. The company has set up a well-structured distribution network across the country. It has also set up a special cold chain for product distribution in select retail outlets. For Private Circulation Only 3 Hem Institutional Research Desk www. hemonline. com BUSINESS SEGMENT The company broad product segment includes Oral Care, Personal Care and Household Care. Further the Oral Care portfolio includes Toothpaste & toothpowder and toothbrush.

Oral Care The size of Indian Oral care industry is expected at around INR 4,000 crore, where it is segmented into toothpaste 60 per cent; toothpowder 23 per cent and toothbrushes 17 per cent. In oral care market, especially toothpastes, remains under penetrated in India with penetration level just around 50 per cent. This industry is very competitive for both organized and smaller regional players. Toothpaste/toothpowder Segment Colgate Palmolive India Limited is a market leader in toothpaste segment. It has a lion market share of more than 48 per cent whereas Hindustan Unilever Limited (HUL) stands at around 30 per cent.

The other market players are Dabur, Ajanta and Amar Remedies who are primarily in the lower segment. The lower segment accounts for around one-fifth of the total market. Toothpaste market is dominated by two players – Colgate & HUL where as in toothpowders market, it is dominated by Colgate and Dabur. The company commands a key position in premium segment and has few competitors, whereas in the low end segment, there are many regional players apart from some big players. Toothbrush Segment Colgate is market leader in toothbrush market also which stands at around 37 per cent followed by HUL which stand at around 23 per cent.

The toothbrush segment is valued at around INR 670 crore. This segment contributes around 15 per cent of the Company’s total revenue. The Company has brands like Colgate Zig Zag, Colgate 360 degree and Colgate Cibaca top, etc under its toothbrush portfolio. The company has captured a market share from 31 per cent to 37 per cent in just 3 years. Toothbrush segment has potential for growth and the company expects to capture more of the market share in the coming years. Penetration level of toothpastes stands around 55 per cent in India, of which around 75 per cent is in urban areas while around 40 per cert is in rural areas.

Personal Care The personal care segment contributes more than 6 per cent of the company revenue. The product offered by the company includes Shower gels, Liquid hand soaps, Shaving creams and Cold creams under its personal care portfolio. Shower gel and Shaving cream of Colgate has a market share of 36 per cent and 11 per cent respectively. Household Care The household care segment contributes just around 2-3 per cent to the company revenue. The product offer by the company is Axion, used for dish washing. The product has expected to continue a sustainable growth rate of 6 – 8 per cent.

The company broad product segment includes Oral Care Personal Care Household Care Further the Oral Care portfolio includes Toothpaste Toothpowder Toothbrush Per capita consumption of toothpaste in India is among the lowest globally. For Private Circulation Only 4 Hem Institutional Research Desk www. hemonline. com SWOT ANALYSIS Strength Parent support Colgate Palmolive India Limited has a strong support from its parent company, which is a world leader in oral care company, with a presence in almost every country. The company has access to the parent’s hugely successful global folio of products and brands.

Market Leader in some of the Key Products Colgate Palmolive India Limited is a market leader in oral care market having existence of more than 70 years. The company commands a market share of around 50 per cent in oral care market. Backward Integration Colgate Palmolive India Limited has entered into backward integration also. The company has set up a world-class facility for manufacture of Di-calcium Phosphate, a key ingredient in toothpaste. The manufacturing facility has yield significant cost savings for the company and also acts as a cushion for the company against the price rise in raw material prices.

Wide market coverage The company has one of the widest market coverage in urban as well as in rural market. For future growth, the company needs to focus more towards rural area. Weakness Concentration risk over single category The company has high reliance on a single category, Oral Care, which accounts for more than 90 per cent of the company revenue and profit. The other two categories, Personal care and household care, contribute less than 10 per cent to the company revenue. Opportunity Low Penetration Level There is low penetration level for oral care in rural market.

Most the user in rural market use traditional products like neem twigs, salt or other herbal ingredients. Hence there are still lots of untapped potential in rural market. Tax Benefits The company has reported a decrease in tax portion, which is mainly due a facility in the tax free zone of Baddi. This plant enjoys excise and income-tax exemption. Threats High Competition in Low end segment Competition in Low end segment The company has few competitors in premium segment, but many regional players apart from some big players in low segment products. The competition in low segment is high.

Parent support – Leveraging the benefits from the parent company Market Leader in oral care market Backward Integration – A world-class facility to manufacture Di-Calcium Phosphate, a key ingredient in toothpaste Wide market coverage – one of the widest market coverage Concentration risk as single category contribute more than 90 per cent of the company revenue and profit Low Penetration Level for oral care in rural market Tax Benefits- Baddi plant enjoys excise and income-tax exemption. For Private Circulation Only 5 Hem Institutional Research Desk www. hemonline. com FINANCIALS

A growth rate in revenue stands at ~13 per cent where as for profit it stands at ~58 per cent. The company has reported a high growth in margins. Annual Result The company has registered a robust growth rate over the past few years. The company has recently reported total income of INR 1473. 85 crore which was registered a growth of more than 13 per cent over the last year which stands at INR 1295. 62 crore. The company has registered a continuous and a high growth in the PBITDA and PAT margin. The Company has posted a net profit of INR 235. 76 crore for the year ended March 31, 2008 as compared to INR 148. 0 crore for the last year to register a growth of more than 58 per cent. The company margins have increase in the latest quarter, mainly on account of decrease in raw material prices clubbed with different initiative taken by the company. Quarterly Result The Company has registered a robust growth in PBITDA and PAT margin in the recent quarter. The company has registered a decline in margin in September quarter, which was mainly due increase in raw material prices, high spending on advertisement & sales promotion and other expenses. The company has reported a huge growth in margins.

The company has reported a decrease in tax portion as the Baddi plant is under a tax free zone. This plant enjoys excise and income-tax exemption. The company has not only reported continuous rise in profit & profit margin but also rise in operating profit. For Private Circulation Only 6 Hem Institutional Research Desk www. hemonline. com SHARE HOLDING Holding Pattern for the last 4 Years Colgate Palmolive India Limited is a subsidiary of Colgate Palmolive U. S. which holds 51 per cent of the total stake in the company Graphical presentation of Share Holding Pattern

Colgate Palmolive India Limited is a subsidiary of Colgate Palmolive U. S. , which holds 51 per cent of the total stake in the company. For Private Circulation Only 7 Hem Institutional Research Desk www. hemonline. com Colgate India – Leveraging the benefits Creating demand in rural areas Colgate Palmolive India Limited has increased their reach in rural areas. Rural market is still under penetrated and has lot of growth potential. The company is promoting it products through various measures such as small volume low priced sachets, distribution of free toothbrushes and other measure.

Consumer becoming more health and hygiene conscious Increasing awareness for oral hygiene coupled with increasing demand from rural market and increasing toothpaste penetration, the revenue is expected to sustain a double-digit growth with the favorable demand scenario in toothpaste as well as in toothbrush segment. Vast consumer base in India Rural India accounts for ~70 per cent of the Indian population where as just accounts for ~52 per cent of the total FMCG market. This will result in a huge growth potential in the rural market.

The company is leveraging India’s vast population and the increasing purchasing capacity of the Indian middle class. Colgate is tapping the large Indian consumer base to establish a strong presence in the country. The branded oral care penetration in India is less than 50 per cent. Sectoral Opportunity in other oral products The markets for advanced oral products like mouth wash, dental floss and teeth whitening products are at a nascent stage in India. These products could result into high growth in revenue. Tax benefits from Baddi Plant The company has expanded its Baddi plant, which is a tax-efficient zone.

The company enjoys excise and income-tax exemption through this plant. Even the company has efficient supply-chain management which helps to company to boost its profit margin. Prices rise in some products by 4 per cent Colgate Palmolive India Limited has increased the prices of some its product by around 4 per cent, where as other consumer goods makers such as Hindustan Unilever Limited and Procter and Gamble are cutting prices of their products. Smaller packs to drive the growth Low price and smaller packs offer by the company is likely to drive high growth rate in the future. In rural market, the demands are mainly drive by small packages.

For most of the products, low packs contribute around half of the total revenue. Creating demand in rural areas- through various sales promotion measures Consumer becoming more health and hygiene conscious to create more demand for the products Vast consumer base in India Sectoral Opportunity in other oral products Tax benefits from Baddi Plant – Enjoys excise and income-tax exemption. Prices rise of some brands by around 4 per cent Smaller packs to drive the growth – It contribute around half of the total revenue. For Private Circulation Only 8 Hem Institutional Research Desk www. hemonline. com KEY TAKEAWAYS FOR THE INVESTOR – ROAD AHEAD

Robust Growth rate Market Leader in Oral Care Tax benefits from Baddi Plant Growth opportunity in rural market India’s per capita consumption of toothpaste is 92 grams, even countries like China and Malaysia consume much at 219 grams and 285 grams respectively Margin likely to increase in the future OUTLOOK With inflation at the lowest level, raw material prices cooling off and excise duty cut has help FMCG companies to maintain its margin. Colgate Palmolive India Limited is a market leader in Oral Care segment. We are very positive on the long term business prospects of the company and financial performance.

At Current Market Price of INR 456. 30 and with FY08 and FY09E EPS of INR 20. 50 and 23. 10, the stock is trading at a PE of 22. 2x and 19. 7x respectively. We reiterate “BUY” on the stock with target price of INR 570. 00 with a medium term investment horizon. Colgate is a market leader in Oral Care Products For Private Circulation Only 9 Hem Institutional Research Desk www. hemonline. com www. hemonline. com research@hemonline. com HEM SECURITIES LIMITED MEMBER-BSE,CDSL MUMBAI OFFICE: 14/15, KHATAU BLDG. , IST FLOOR, 40, BANK STREET, FORT, MUMBAI-400001 PHONE- 0091 22 2267 1000 FAX- 0091 22 2262 5991 JAIPUR OFFICE: 203-204, JAIPUR TOWERS, M I ROAD, JAIPUR-302001 PHONE- 0091 141 405 1000 FAX- 0091 141 510 1757 GROUP COMPANIES HEM FINLEASE PRIVATE LIMITED MEMBER-NSE HEM MULTI COMMODITIES PRIVATE LIMITED MEMBER-NCDEX, MCX HEM FINANCIAL SERVICES LIMITED SEBI REGISTERED CATEGORY I MERCHANT BANKER Disclaimer: This document is prepared on the basis of publicly available information and other sources believed to be reliable. Whilst we are not soliciting any action based on this information, all care has been taken to ensure that the facts are accurate and opinions given fair and reasonable.

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