Berger Paints India Limited (509480) Earnings Call Transcript & Summary

November 9, 2020

BSE Limited IN Materials Chemicals earnings 49 min

Earnings Call Speaker Segments

Operator

operator
#1

Ladies and gentlemen, good day, and welcome to the Q2 FY '21 Results Conference Call of Berger Paints, hosted by Emkay Global Financial Services. [Operator Instructions] Please note that this conference is being recorded. I now hand the conference over to Mr. Ashit Desai of Emkay Global. Thank you, and over to you, sir.

Ashit Desai

analyst
#2

Yes. Thanks, Margarite. Good evening, everyone. I would like to welcome the management of Berger Paints and thank them for giving us this opportunity. From the management, we have with us today Mr. Srijit Dasgupta, Director, Finance and CFO; and Mr. Sujyoti Mukherjee, Vice President, Finance and Accounts. I'll now hand over the call to the management for opening remarks. Over to you, Srijit.

Srijit Dasgupta

executive
#3

Thanks, Ashit. A very good evening to you, ladies and gentlemen. And a warm welcome to our Q2 FY '21 earnings call of Berger Paints India. As usual, I'll start with a few comments on the quarter's performance, both stand-alone and consolidated. Very quickly, a snapshot of the growth numbers for the quarter. So BPIL stand-alone, total income from operations, 7.4%; PBDIT 35.8%; PBIT 41.3%; PBT 41.9%; and PAT is, of course, lower for obvious reasons at 10.5%. The BPIL consolidated Q2 numbers look like this in terms of growth: total income from operations, 9%; PBDIT, 34.3%; and PBIT, 38.7%; PBT at 41%; and PAT at 13.6%. Just a few comments on the quarter's performance from an operations point of view. I'll stay away from comments on the economy and the effect of that on the industry. I think that, that's already debated at some length in the industry. So stand-alone operations looked a little better in Q2. Essentially, raw material costs continued to be benign during the quarter. The crude oil-based raw materials continued to show decline in prices, and this was, of course, only partially offset by the effect of a depreciating rupee on imports, of course; and the cumulative effect of price decreases in deco in September 2019 and December 2019. The quarter numbers were also helped by some raw material cost reduction initiatives, both on the formulation front and the procurement front. So that helped us well and we likely to see the effect of this continuing into Q3 and Q4. Costs were largely under control, and the expense reduction initiatives that were taken in the first quarter were sustained into the second, even with volumes and top line recovering significantly. Advertisement and sales promotions were restored in terms of spends almost to the previous quarter levels, but a little short. So we were lower in advertising and sales promotion expenses than in Q2 FY '20, but much improved in terms of the spend level. The PAT numbers were not comparable with the previous quarter's figures since the company had chosen to exercise the option of the lower tax rate of 25.17% in Q2 FY '20, which resulted in the unusually low tax charge for Q2, the reason being the cumulative effect of the reduction on Q1 and Q2 hit the Q2 FY '20 numbers. Working capital ratios were at previous year's level and actually show an improvement in number of days if expressed in terms of Q2 top lines, reason being, of course, that Q1 was largely affected by the washout in April. A little bit about our consolidated performance. Improved performances from [ SBSCL ], which is the erstwhile Saboo Coatings unit and BJN-Nepal. BJN-Nepal, however, was still short of Q2 FY '20 numbers, though the prospects for Q3 FY '21 look much better. There were also improved performances from the JVs, the 2 significant ones, Berger Becker and BNPAC, BNPAC being the JV with Nippon Paints. So improved performances from them as well. And of course, the remarks regarding tax, which were made for stand-alone numbers, also apply to the consolidated numbers. The performance of this quarter gives us reason, therefore, to be reasonably optimistic about sustained recovery in the paint industry and of normal growth going forward into Q3 and Q4. I now invite questions from the participants in the call. Over to you.

Operator

operator
#4

[Operator Instructions] The first question is from the line of Abneesh Roy from Edelweiss.

Abneesh Roy

analyst
#5

Congrats on a good performance. My first question is on Nippon Paints. So this JV was formed essentially for a specific purpose. Now before this JV and currently, how do you measure the performance? Last 3, 4 months, of course, both 4-wheeler cars and 2-wheelers have seen a dramatic recovery. So over the entire time period, my question is not just on the 3, 4 months, have you seen real gains, either new clients getting added or within existing clients more market share you have added?

Srijit Dasgupta

executive
#6

Yes, very clearly, Abneesh, and thank you for the question. Yes, of course, the first quarter was a bit of a depressing scenario as could be understood in the remarks that we made earlier. But I think from Q2 onwards, we are seeing a distinct improvement. There's actually a significant growth over last year. There are cost reduction initiatives, both in terms of formulations as well as import substitution, which is happening. And the recovery is on track, meaning recovery from the effects of the slowdown as well as the COVID-related impact. So I think we are optimistic that we are on track to do much better. Your question regarding new customers or new markets, yes, without giving too many details, yes, we've made significant gains in some of the major OEs.

Abneesh Roy

analyst
#7

And you're not quantifying the market share gain over the past few years?

Srijit Dasgupta

executive
#8

No. It's still a very small number compared to the overall size, but I think we are happy that we're making gains in terms of acquiring new businesses. Growths in the last couple of months have been quite good.

Abneesh Roy

analyst
#9

Second question, employee cost. I understand last 6 months, every company has cut employee costs. So in your case, in Q2 also, I see that continuing in the stand-alone business. So is this now at the fag end and second half maybe it'll be back to the base numbers?

Srijit Dasgupta

executive
#10

Not really. I think we will see some sustained reductions which are possible and should be continued. The attempt is to be a little more, let's say, careful in the employee cost numbers. And therefore, we do expect some bit of a permanent reduction happening going forward.

Abneesh Roy

analyst
#11

And sir, last question, India stand-alone business has come back to top line growth. BJN-Nepal, what are the specific issues -- you've said, quarter-on-quarter good improvement, but what are the specific issues here? When do you see growth coming in terms of top line here?

Srijit Dasgupta

executive
#12

If all goes well, we should see a reasonable growth in Q3, meaning our Q3, that's Q2 of the Nepal financial year, if all goes well and no further disruption happens because of COVID. As you might know, the impact of COVID was a little delayed in Nepal and, therefore, they suffered really a lot in terms of lockdowns and disruption to business. But as we speak, things are better, and we should close Q3, hopefully, with a reasonable growth we are expecting. We are optimistic about it.

Abneesh Roy

analyst
#13

But one follow-up here, that would be also Diwali effect, right? Because Nepal also, same Diwali effect will be there. This time Q3 is seeing full benefit? Last time it was split between Q2 and Q3. So is it full recovery? And was the lockdown very severe in...

Srijit Dasgupta

executive
#14

We're expecting some impact of the locked-up demand, which may unfold. And hopefully, that will also sustain the numbers.

Operator

operator
#15

The next question is from the line of Percy Panthaki from IIFL.

Percy Panthaki

analyst
#16

My first question is, if I just try to derive the subsidiary sales growth using the consolidated numbers minus the stand-alone numbers, the Y-o-Y sales growth in the subsidiaries comes to about 22%, which is fairly high. So some color on which particular subsidiary? Because you said Nepal and U.S.'s Y-o-Y still a decline. So for the overall subsidiaries to be 22% plus, something must have grown much higher than 22%. So can you give some color on that?

Srijit Dasgupta

executive
#17

One is the fact that inclusion of the STP, which we acquired in November of 2019, that obviously is a net plus on the top line for consolidated.

Percy Panthaki

analyst
#18

Right, right.

Srijit Dasgupta

executive
#19

And so that's really the main reason. And of course, our other operations like Poland, these have grown less than India, but still reasonably. So these are the 2 big ones. BJN-Nepal has definitely improved over Q1, a little short of last year, but -- so that the net-net appears or comes out like this.

Percy Panthaki

analyst
#20

Sir, secondly, we have seen in all the paint companies that there is a gap between the volume and the value growth. I'm talking about the India business right now. So can you give some idea how much is the gap between your volume growth and value growth for the India business? And what would be the drivers among that? How much is mix? How much is actual discounting? And how much is MRP cuts, et cetera? If not the exact numbers, some flavor on that?

Srijit Dasgupta

executive
#21

Yes. I won't give you a breakup, but I'll try and help you with some of the factors which influence the difference and the gap. If we were to look at our Deco business, which really what drives our top line as well as I think that's probably the biggest contributor to this gap, there's an element of price decrease, which is really the combination of the cumulative price decreases in September and December as well as some additional price discounts that were given. And the rest of it -- but the bulk of it is, of course, made up by mix and the fact that we have sold lower ASP products and, of course, everybody else has as well. So the combination of these 3 factors have influenced the gap that you see.

Percy Panthaki

analyst
#22

And that gap for other players is about 600 to 800 basis points, 600, 700 basis points, would it be the same for you as well?

Srijit Dasgupta

executive
#23

Give or take 100 basis points.

Percy Panthaki

analyst
#24

Got you, sir. And last question is on the demand front. This quarter, all the paint companies have seen a very good revival. And next quarter anyway, there is a shift in the festive season, so the numbers will be good on a Y-o-Y basis. But what is your sense in terms of -- I mean, this quarter, Q2, would you say that there is some pent-up demand which is sort of posting good numbers? Or this is all fresh incremental work which has started and the numbers are sort of indicative of demand going into the future?

Srijit Dasgupta

executive
#25

I think a little bit of both. We are hoping that it's sustainable demand going into the future. As you know and, I think, we're all perhaps aware that the metros are still yet to catch up to last year level. So when that happens, I think the overall numbers will get shored up a little more. So -- and we are hopeful that, that will happen in Q3.

Operator

operator
#26

[Operator Instructions] The next question is from the line of Tejash Shah from Spark Capital.

Tejash Shah

analyst
#27

Sir, can you give some qualitative comment on sequential momentum of the recovery? Basically, are we witnessing -- still witnessing month-on-month recovery every month? Or there was an element of pent-up demand in between, which is settling down now?

Srijit Dasgupta

executive
#28

No, I think you must have heard my comments earlier. I think a bit of both. We are seeing definitely an improvement with every month that passes. I can't obviously share numbers for October. But I think we have reason to believe that demand is improving.

Tejash Shah

analyst
#29

Sir, second, there's a lot of buzz, and we are picking up from other sectors also that finally, after a long break, there's some real estate, residential real estate recovery in urban centers like Mumbai, Calcutta and metros. So are you picking up any such signs in your numbers or too early for that demand to show up in our numbers?

Srijit Dasgupta

executive
#30

Too early, Tejash. So let's wait for another month before we can really comment.

Tejash Shah

analyst
#31

Okay. Sir, you spoke about -- in the beginning about GM benefit largely because of alteration in RM sources and some formulation. So are these changes tactical in nature or permanent resets going ahead and it will show up -- this benefit will carry along in FY '22 also?

Srijit Dasgupta

executive
#32

Just to clarify, Tejash, the biggest gain was from the drop in crude prices. And of course, that is a bit of an up and down story, but we don't think it will go back to the levels of a year or a couple of years ago. So that's one. But in terms of formulation changes, yes, those are permanent effects, which will sustain into Q3 and Q4 and going forward. And some of the other discounts are perhaps a combination of both permanent discounts as well as some quantity discounts in the COVID period. So some of it will perhaps roll back if demand improves and there are shortages in supply, it's happening for 1 or 2 raw materials, as you might be aware, but very little to impact the overall number. So a combination of all that, hopefully, still means that this gross margin would be sustained.

Tejash Shah

analyst
#33

Sure. That's very helpful. Sir, on waterproofing, you have appointed a national celebrity as a brand ambassador, and you launched it during IPL. Even the market leader in paints was also trying to get under this space has not actually gone this aggressive or, I would say, they have not been so much front-footed on this. So what is the size of opportunity? Because the construction chemical is a very big market, and waterproofing is also -- has 2 parts, the remedial and the fresh part. So what is our game plan in the initial stage? Are we targeting the whole construction chemical or we'll be restricting to waterproofing? And within that, we'll be leveraging our existing network or we'll have to create a new network altogether for this?

Srijit Dasgupta

executive
#34

I think I mentioned in the earlier quarter earnings call that this does have a huge potential, largely untapped by the paint companies and the paint company is actually best placed to exploit this. I think I mentioned this last time. And therefore, we needed to bring a product that would be easily understood by the consumer and give some, let's say, scientific approach to choosing waterproofing solutions. So even though waterproofing is a subset of construction chemicals as a group, we think that this has tremendous potential. And therefore, we are looking at higher growth for this segment as compared to the rest of the paint products in deco. Yes, we are hopeful that waterproofing will become in a couple of years' time a significant part of our Deco business.

Tejash Shah

analyst
#35

And sir, last one on capacity expansion plan. So if I recall correctly, when we were expanding our capacity into Hindupur, one of the reason of going down south was to actually going closer to the market we wanted to service. And now the mixed capacity expansion is coming in Lucknow. Is there a trend that we are -- we should see here? Or is it just a usual capacity expansion and not as strategic as Hindupur was?

Srijit Dasgupta

executive
#36

No, it will be significant. As you might know, UP and the neighboring states are a significant market for decorative paints, certainly. So it made sense for us to locate our new plant in UP and, hopefully, aided by the tax benefits that we hope to get there. But of course, the primary reason is the location for proximity to market. So that's been the reason. And we were largely unrepresented in that part of the country in terms of a large factory, and that's going to happen now.

Operator

operator
#37

The next question is from the line of Shirish Pardeshi from Centrum Broking.

Shirish Pardeshi

analyst
#38

So 2 questions, quick. I think we have seen a market [ data ] saying that there is a resilient demand in rural. At least the high-frequency data point is also suggesting the rural is growing well. In your experience, what's changing in rural? Is that the distribution is driving this growth or really something else is working? So in your experience, what's working?

Srijit Dasgupta

executive
#39

Nothing new, Shirish. I think it's a combination of distribution, the fact that rural economy, monsoon included, is reasonably good, definitely faring better than the metros for sure. And the fact that there is opening up of the network, opening up of infrastructure, banking, networking, connectivity, roads, the whole combination of all of that is perhaps pointing towards faster development there and with that, of course, comes paint.

Shirish Pardeshi

analyst
#40

So one follow-up there. If urban demand in quarter 2 has also seen a lot of disruption and things are not so normal, so what would be the sales urban versus rural in terms of if urban is ex rural, how much it would have grown?

Srijit Dasgupta

executive
#41

Shirish, we don't give these breakups with absolute numbers. But again, I keep repeating in every earnings call that the real growth is actually coming from what we call the Tier 2 and Tier 3 towns for us. The Tier 1, of course, includes the 7 or 8 metros. So the growth is actually coming from Tier 2 and Tier 3 currently. But that also gives us hope to expect that with the recovery of the metros, this will help firm up the numbers going forward.

Shirish Pardeshi

analyst
#42

Okay. My last question is on the demand cycle. And you mentioned that -- I mean I'm not getting specific number in the month of October. But just directionally, you have harped on the latent demand. So is the demand -- is really moving in the metros or still metros has not picked up and you will be still seeing a heightened demand in rural?

Srijit Dasgupta

executive
#43

Little bit premature. I can't discuss October numbers in such detail, Shirish, I'm sorry about that. But I think as -- I'll repeat that October continues to be -- or the prospects of Q3 continue to be very good.

Shirish Pardeshi

analyst
#44

So if industry is saying that the metros' contribution is about 30%, 35%, in your case, it would be different or it will be less?

Srijit Dasgupta

executive
#45

Pretty much mirroring. It may be a little lower than 1 or 2 other players, but we will probably be at a slightly lower end of the spectrum in terms of presence in metros. But definitely, the growth numbers have impacted all the players perhaps equally. So we've all been affected by the growth in metros.

Operator

operator
#46

[Operator Instructions] The next question is from the line of Avi Mehta from Macquarie.

Avi Mehta

analyst
#47

I just had one question on the competitive intensity. We understand there has been entry or increased presence by a player in the economy emulsion side. Has that kind of impacted discounting levels or is that not material enough? If you could share your sense?

Srijit Dasgupta

executive
#48

Not very material, Avi. So I can't say more than that. We don't discuss specific strategies in terms of our competitors. But not very significant.

Avi Mehta

analyst
#49

Not very significant. And...

Srijit Dasgupta

executive
#50

The overall competitive pressures obviously come from the larger players.

Avi Mehta

analyst
#51

And has there been any change in the discounting patterns as we move into the festive period because of the way the demand strength has been? Has it reduced from earlier what we had seen as you had indicated in 1Q?

Srijit Dasgupta

executive
#52

Not significantly, Avi, but perhaps tapering off a bit from Q2 levels, but I can't say more than that, obviously.

Operator

operator
#53

[Operator Instructions] The next question is a follow-up from the line of Percy Panthaki from IIFL.

Percy Panthaki

analyst
#54

So I'm just looking at how demand for the industry pans out over the next couple of years. In the past, I think most of the paint players have held that paint demand is a function of GDP and it grows along with GDP as a certain multiplier. Now if I look at the GDP projections FY '20 to FY '22, point-to-point over 2 years, GDP is expected to remain flat -- about -- approximately flat, whereas most of us analysts are taking point-to-point over 2 years, sales growth of about 15%, 15% to 17% for most of the paint companies. So are we being too optimistic in this? Or is this realistic because there is a significant sort of market share gain likely from the small players? Or do you think that this number can come through even, I mean, without a very big market share gain? Because the industry will itself grow despite the GDP growing. I'm not expecting you to comment on the exact numbers of that 15%, 17% or whatever, that's not my expectation. My expectation is more directional in terms of the -- how do we look at growth in line of GDP being flat?

Srijit Dasgupta

executive
#55

Basically, what we believe is that the paint industry will outperform looks like the GDP numbers mainly on account of the following factors, we think. Clearly, faster development of the Tier 3, Tier 4 towns and definitely, more first-time users of paint, hitherto untapped paint markets or potential paint markets will grow faster. There will be expansion of the network. Also, there will be improvement and widening of a slew of products that paint companies have, tap greater opportunities. I mean we've spoken of things like waterproofing, which have both paint components and construction chemical components. We are looking at the new markets which were hitherto not paint users. And a combination of, I think, greater efficiencies. There may be, unfortunately, a shift from smaller players to larger players that inevitably will happen and has happened, I think, in the past few years. So a combination of all that, I think. Also, the industrial paint segment should improve. We've had 2 years of very, very sluggish numbers, de-growth even last year, and I'm not talking about the COVID impact, that is set to improve. And hopefully, all of that will shore up the top line.

Percy Panthaki

analyst
#56

Very helpful, sir. Just a small follow-up on this. So as you said, large players have, over the last several years, been gaining sort of market share from the smaller ones, albeit at a gradual and slow pace. Do you think that because of COVID-related disruptions and their effect on the small unorganized segment, the pace of this market share gain has accelerated over the last 2 quarters and maybe even over the next 4 to 6 quarters?

Srijit Dasgupta

executive
#57

Yes. That may have happened to some extent. As you can imagine, we don't have firm numbers, but it would be sensible to expect a little bit of that.

Operator

operator
#58

[Operator Instructions] The next question is from the line of Ashish Kanodia from AMBIT Capital.

Ashish Kanodia

analyst
#59

So sir, just following up with the last question. So rural recovery was a bit better because there was market share gain from unorganized and local players as well. But what we pick up is that their supply chain are back to pre-COVID levels. So do you expect that the competitive intensity from those players, especially in the rural and say, our Tier 3, Tier 4 towns are back and hence, the growth will be slightly muted than what you have seen in 2Q?

Srijit Dasgupta

executive
#60

I don't think so. Of course, the proof of the pudding is in eating. So I will wait a couple of months before I can confirm your theory. But yes, it is possible but it doesn't look like it.

Ashish Kanodia

analyst
#61

Okay. And sir, lastly, in terms of waterproofing, so what percentage of your existing dealers are currently stocking waterproofing?

Srijit Dasgupta

executive
#62

We don't give this number, unfortunately. But a lot of our -- you would have seen our new campaign on sort of a scientific approach to waterproofing. And so all our dealers are now very, very keen to stock the range of products. That has created quite a lot of interest not only in consumer but also in our dealer network.

Ashish Kanodia

analyst
#63

Right, sir. Right. And sir, just moving back to the previous question. So because you were able to gain some market share because of supply chain issues with the unorganized or regional players, has it helped you also to penetrate further or add more retailers, dealers in the last 3, 4 months?

Srijit Dasgupta

executive
#64

Last 3, 4 months, we've actually -- as perhaps you might expect, the pace of increase of the network has slackened a little bit, but now it's recovering, and we hope to get back to usual levels fast. So it's a little difficult to comment on that till we come back to an even keel.

Operator

operator
#65

[Operator Instructions] The next question is from the line of Varun Singh from IDBI Capital.

Varun Singh

analyst
#66

Yes, thank you. My question has been answered.

Operator

operator
#67

[Operator Instructions] The next question is from the line of Ashit Desai from Emkay Global.

Ashit Desai

analyst
#68

Yes. Srijit, sir, I wanted to check, is there a reasonable size of wholesale channel in paints business that we have? And also, if you could update on the addition to your distributor channel that you were doing earlier?

Srijit Dasgupta

executive
#69

You mean in terms of numbers?

Ashit Desai

analyst
#70

Yes.

Srijit Dasgupta

executive
#71

Yes. It's grown. Again, as you know, we don't give out the numbers at the quarterly earnings calls. As I mentioned earlier, the dealerships' rate of growth went down a little bit because of April and May and the COVID impact. But it's -- I'm glad to say that it's now coming back on track and both wholesalers and generally all dealers, the numbers are growing.

Ashit Desai

analyst
#72

And typically, how large is wholesale channel? And has that also recovered fully?

Srijit Dasgupta

executive
#73

Wholesale channel is not as large as one would perhaps otherwise expect because there is obviously a reason not to make sure that the wholesale channel proliferate especially into the Tier 2, Tier 3 towns. It perhaps makes more sense for the company to stock and sell directly. So there is growth, but we -- of course, we can't tell you the percentages. But the dependence on the individual retail dealers is much more.

Ashit Desai

analyst
#74

Okay. Okay. And secondly, over the years, you've narrowed the EBITDA margin gap versus the larger competitor. In the last few quarters, that hasn't happened. But going forward, do you think this 19%, 20% margins can sustain? And -- or would you like to invest more in advertising and grow at a faster pace?

Srijit Dasgupta

executive
#75

Ashit, you look at our stand-alone numbers, which includes 20% of industrial business. So if we were to look at only Deco, as I've mentioned in perhaps earlier calls, that the gap is less, far less. And typically, that gap may fluctuate a little bit from quarter to quarter. But over a period of time, we hope that, that gap will narrow. We still believe that, and we also believe that with the improvement in the fortunes in our industrial businesses, we should be able to show a better margin improvement going forward, other things, of course, remaining as they are. We did suffer for a couple of quarters because of the impact of our industrial businesses and de-growth and the effect of -- negative effect of scale, all of that. So hopefully, going forward, that will improve.

Operator

operator
#76

[Operator Instructions] The next question is from the line of Aniruddha Joshi from ICICI Securities.

Aniruddha Joshi

analyst
#77

Sir, 2 questions. One, have you seen any significant changes to the labor cost while painting a house? Because the labor had initially gone back to their villages, now they have come back. So there is a lot of changes would have happened in that. Sir, have you seen any material change in the labor cost while painting a house? That is point number one. Also, second question is, the market leader has indicated the total dealer count now. So direct has been around 70,000, and they have also indicated in the presentation that it is -- total count is 150,000. So any idea you can say about what will be Berger? And what will be roughly the total addressable store count in the market itself? Means, is the 150,000 representative of the industry also or the number of total retail outlets selling paints is actually higher than 150,000 also?

Srijit Dasgupta

executive
#78

I'd like to stay away from specific numbers. We don't give out specific dealer numbers, even the market size in the quarterly calls. So you'll have to just excuse me. Regarding the question of cost of labor, I think pretty much remains the same. Of course, the cost of application has increased a little bit because of the sanitization requirements, and it's -- and I think consumers are happy to absorb this because of the concerns. There's a very intensive practice and procedure, which is in place. This adds a little bit to cost, but I think reassures the consumer to a large extent. This is part of our [ XP Safe ] offering, which is really the sanitization and hygiene aspect.

Aniruddha Joshi

analyst
#79

Okay. Okay. Sure, sir. Sir, just last question. In some cities like Delhi, there has been second wave or maybe third wave. So have you seen any impact on the demand getting -- means, any further impact on the demand because of this new phase?

Srijit Dasgupta

executive
#80

These are largely restricted to a few metros. And as I said, the metros are yet to come back to normal levels of growth. So yes, indirectly, this would have impacted. I don't see any other clear reason. So going forward, hopefully, once this resolves itself, we should see some improvement in metro sales. Not all metros are affected, some are.

Aniruddha Joshi

analyst
#81

But -- means, what is the internal assessment? The metro demand should be back to pre-COVID levels in Q3, Q4? When do you see that?

Srijit Dasgupta

executive
#82

Difficult to say. I wish I could tell you that. Difficult to say, but no harm in some optimism from our side.

Operator

operator
#83

The next question is from the line of Abneesh Roy from Edelweiss.

Abneesh Roy

analyst
#84

Sir, my question is on 2 parts of the e-commerce. So one is, I see your bigger competitors selling on the e-commerce side. So what is your strategy on that? I understand currently it's small, but just the way consumer has migrated to buying everything on e-commerce, I think paints also, some bit can happen there. Second is in terms of your digital ad, how much are you focusing there now? So if some numbers can be shared, whatever possible. Three years back, how much advertising has now shifted towards digital?

Srijit Dasgupta

executive
#85

Sure, Abneesh. Yes, e-commerce is very much in our radar. We do have initiatives. I can't again -- these are specific strategies which will be implemented over the next, say, 3 or 4 months. But we do have a team working specifically on e-commerce practices and strategies. Our products are available. The numbers are small currently as can be expected. But we do have strategies to take this forward. Particularly in a COVID context, it may be useful to make sure that we are right up there with everybody else. There will be specific strategies that will unfold, which perhaps I can talk about in the next quarter if it gets implemented. So I think this is really an opportunity. Small numbers yet, as I mentioned. Digital advertising is something that occupies our thinking and strategies again. And again, we have a team specifically launching digital advertising campaigns. You will have seen on the net Berger popping up quite frequently with searches as well as direct marketing to [ mails ] and to consumers. So small numbers again, yes, but growing very, very fast in terms of these spends.

Abneesh Roy

analyst
#86

And sir, last question, your Polish subsidiary, Bolix, so does it get impacted? Because now wave 2 is coming back in Europe in much larger form than wave 1, does it impact Bolix in this quarter?

Srijit Dasgupta

executive
#87

Not yet. I mean you would know that Bolix is consolidated with a 3-month lag because they follow a January to December financial year. So they have done fairly well. I can't obviously say more, but no worries at the current moment.

Abneesh Roy

analyst
#88

No, sir, not looking into which year ending, I was just asking in -- as in real terms, there is no impact of the wave 2 on Bolix operation?

Srijit Dasgupta

executive
#89

Not as yet. They are largely in the external insulation business. So the sites are operated outside homes. So even in the first wave, they did fairly well, and I'm talking of Poland. U.K. was unfortunately impacted because the nature of the business and the nature of the way the COVID spread in the U.K. impacted our business a lot. But then that gives us reason to expect that if U.K. comes back within the next, and I'm sure you are talking about the next couple of quarters, if U.K. comes back to some -- by some margin, then that will improve the overall Bolix numbers as well irrespective of what happens in Poland.

Abneesh Roy

analyst
#90

And one follow-up on the wave 2. So Delhi is now having all-time high cases. In fact, yesterday, Delhi was #1 ahead of Maharashtra, Kerala, other states in terms of new fresh cases. So do you see that impacting or you don't see that impacting? Now severe lockdowns won't happen. Actually, it is not happening currently. So as of now, anything you're picking up that fresh cases anywhere, wave 2 anywhere, doesn't really change growth metrics meaningfully?

Srijit Dasgupta

executive
#91

Yes. Somebody asked this question a little while back. We'll have to wait, I think, another month before we see any significant impact. You are right, Delhi is a concern, but we have to wait another month at least to see the impact.

Operator

operator
#92

As there are no further questions from the participants, I now hand the conference over to the management for closing comments. Sir, I'm sorry, we've got one question in queue at the moment. So we'll take that question, first. The next question is from the line of Vishal Punmiya from Nirmal Bang.

Vishal Punmiya

analyst
#93

So my question is actually the demand driver. One of the key demand drivers has been the customer for the paint industry rather than the consumer. How is the scenario currently? Is still customer, which is basically your -- the contractor, which applies the paint, is he still the demand driver for the paint industry? Or because of the high level of spends done by the organized players like yours has kind of shifted that demand towards the consumer who is now kind of demanding for a particular brand of paint? And how do you see this scenario changing over the next few years in terms of demand being driven by either the customer or the consumer?

Srijit Dasgupta

executive
#94

Good question. I think earlier, maybe -- and I'm going back a couple of decades, the dealer used to be the biggest influencer in paint purchase, and he would influence the painters through various means. Clearly, over the last couple of decades, that influence has shifted from the dealer to the painter or contractor, as you have mentioned, and that's absolutely right. So the painter today is one of the main influencers in the purchase of paint. And therefore, so much of the, let's say, strategy in terms of paint companies offering their products is also aimed at the painter or contractor. But it is also true that the growing -- the effect of -- or the influence of the consumer directly demanding a certain brand, which used to be fairly insignificant so many years ago, that is also growing. So going forward, possibly, it will be a combination of painter and consumer, end-consumer in terms of the decision to buy a particular variety of paint, and therefore, it's so important, and that's why we are investing in educative, let's say, advertising campaigns. You may have seen our waterproofing campaign to give a consumer a little more insight into the technicals and give them a reason to choose one brand over the other. So that's also happening. As you mentioned, the larger players are investing in this consumer education.

Operator

operator
#95

As there are no further questions from the participants, I now hand the conference over to the management for closing comments.

Ashit Desai

analyst
#96

Thanks, all of you. It's been a very challenging year this one. And hopefully, things are looking better now. And with -- although the uncertainty still remains, but hopefully, we will be able to see things looking better going forward. And with that, I wish all of you a very happy and prosperous Diwali. Thank you.

Operator

operator
#97

Thank you. On behalf of Emkay Global Financial Services, that concludes this conference. Thank you for joining us, and you may now disconnect your lines.

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