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

November 4, 2025

BSE IN Materials Chemicals earnings 65 min

Earnings Call Speaker Segments

Nitin Gupta

analyst
#1

Hi. Good evening, everyone. This is Nitin Gupta from Emkay Global. I would like to welcome all to the Berger Paints India Limited Q2 FY '26 Results Conference Call. I thank Berger Paints management for allowing us to host. We have with us today Mr. Abhijit Roy, Managing Director and CEO; Mr. Kaushik Ghosh, CFO; Mr. Sujyoti Mukherjee, Vice President, Finance and Accounts; and Sayantan Sarkar, GM, Finance and Accounts. I shall now hand over the call to the management for opening remarks, post which we will proceed with the Q&A session. Over to you, sir.

Abhijit Roy

executive
#2

Thank you, Nitin, and good afternoon to all of you. We start the second quarter results analysis. It was a tough quarter due to excessive rains. We had a high single-digit volume growth with low value growth. Growth was impacted by inclement weather and heavy monsoon alongside sustained competitive intensity, marginal dip in gross margin. The gross margin dipped by about 0.8% due to lower sale of exterior emulsion products and downtrading the economy segment to an extent. The operating margin moderated much more due to subdued value growth, which resulted in lower operating leverage and higher spend on brand building. Company continues to invest in expanding dealer network and adding stores in urban pockets to strengthen market reach. Looking at the volume-value growth, which we registered for the second quarter and also the first half. In second quarter, the volume growth was 8.8%. The value growth, 1.1%. In the half year, it is 7.1% and 1.6% for the standalone results. As I mentioned, we delivered high single-digit volume growth despite unusually extended monsoon and flooding across key markets, including Andhra Pradesh, Kerala, West Bengal, Northeast, Gujarat and Maharashtra. Sales momentum revived in the latter half of September as weather conditions stabilized. Value-volume gap driven by mix dynamics, higher contribution from products like tile adhesives, admixture and putty and lower sales of high-value products such as exteriors and roof coating resulted in an increase in the volume-value gap. Protective and infrastructure coatings saw muted value growth impacted by monsoon conditions as most of the painting gets done in the exterior conditions were not suitable for painting. Auto and powder coatings registered mid-single-digit growth in both volume and value. As far as volume CAGRs are concerned, volume CAGR for two years is 7.5%, for three years is 8.9%, for four years 12.6%, and for five years, it's 16.9% if we look at the half year performance. In quarter two also in very similar trajectory, a slightly lower rate, 6.2%, 7.7%, 8.4% and 10.8%. The value growth, however, is quite different. As you can see in terms of 5 years, value growth in the half year is similar or slightly higher than the 5-year volume growth. But in the last two and three years, it has been much lower than the volume growth. Two reasons for it. One, of course, is the price drop, which we had, which had an effect for the last 1.5 years. And this year, it has been more of a higher volume of these type of items like tile adhesive and putty selling more and the high-value items selling slightly lesser quantities, especially in the second quarter, which impacted this growth rate. If you look at the gross margin, the gross margin has been relatively much more stable for us. It's been in that -- hovering in that range of 39% to 41%. And that's where we have been even in this quarter in spite of deterioration in the mix, we are still at 39.6%. Actually, it would have been higher. There was some raw material price advantage, which was there in this quarter. Unfortunately, it got negated by the mix, which was inferior because of the excessive rains, we could not sell, especially in our key states of West Bengal, Kerala, Northeast, there were excessive rains ending right up to September and it carried on. And so therefore, much more of our -- the exterior category, which drives up profit got impacted to a large extent. Therefore, the mix deteriorated. Otherwise, the margin -- gross margin would have been higher. However, the operating profit margin shrunk to 12.7%. That's a big drop which happened. Typically, the second quarter, it has -- it's always lower than the first quarter for us, it is more so. Traditionally, that has been the case. This time also, it's the same way. So the growth in advertisement, the growth in overhead could not be absorbed by the softer sales, which is the main reason for this deterioration in the overall operating profit margin. Also the mix, as we saw the gross margin going down by 1%, but this overall growth rate is down -- our overall operating profit to sales ratio is down by a much higher amount. And as I said, much of it is due to the scale effect. We did continue to invest in advertisement brand promotions. In normal way, not increasing, not decreasing. And we did invest a little bit extra in terms of the urban markets where we continue to invest in manpower resources. That, of course, did not yield fantastic results in the second quarter because of the rains, the projects, it is a little bit project-oriented market, the urban markets, and it got impacted because of the exterior conditions. We expect that to revive in the third quarter. So we will see more positive results in third quarter, as we have always indicated earlier as well that third quarter will be better and fourth quarter will be even better, and we hold to that statement earlier made. In terms of the standalone results, total income from operations, 1.1% growth and operating profit minus 18.8%. As you can see, material cost actually went up by about 0.8% only. The employee cost, this is a scale effect, went up from 6.8% to 7.4%. And the other expenses, as I explained, the branding and the expenses in terms of off-roll manpower in the urban markets, which we have invested in, resulted in an increase from 17.8% to 19.5%. Now this -- a part of this in the third quarter, because of the increased sales, which always happens in the third quarter, the scale effect will neutralize to a large extent. We are expecting decent growth, and therefore, this will be much better once we go forward into this quarter. Standalone results on a half year basis, 1.6%. Again, if you see material cost is 60.2% last year and 60.2% this year. So there's no great fall there, even though second quarter, we did slightly poorly here. Employee cost has gone up largely because of muted sales from 5.9% to 6.4% and other expenses has moved up again because of the increased advertisement spends and spends on the urban markets, not getting neutralized by the sales growth. And that's something which is primarily the scale effect, which we hope that once the volume and the value becomes better in the third and even more in the fourth, this will get neutralized. As far as decorative business is concerned, we delivered muted value growth, as I had mentioned earlier, due to extended monsoon conditions impacting all our premium markets, marginal shift from premium luxury to economy emulsions in both exterior and interior segments. Construction Chemicals business registered robust growth and wood coating segments also registered good growth. Steady retail expansion with focus on urban pockets, store network now exceeds 1,600 outlets in line with our annual targets. And tinting network rollout remains on track. Over 5,500-plus machines have been installed by us so far in the first half. And this will ensure that we cross our target of an ambitious 10,000 machine installation for this year. We had introduced certain innovative products, Roof Cool & Seal being one of them. It's doing quite well. Of course, in the monsoon, it got impacted a bit, but we are expecting after the monsoons because of it is excessive monsoon, this is, in fact, going to pick up much faster. We have full range of construction chemicals now, and we keep expanding on this. So the range keeps going up. As far as two more recent product launches, which we did, one was Kolor Plus, which is in the Premium Emulsion segment and the other one is the Luxol Metallic, which is the metallic gold, silver and bronze. Both of these products are doing quite well in the market, and we expect the momentum to keep moving upwards going forward. Net cash on a standalone basis on March '25 end was INR 670 crores. In September '25, this remains at INR 636 crores in spite of the fact that we did make a dividend payout of INR 443 crores during the quarter. As far as consolidated results were concerned, revenue was higher at 1.9%, largely driven by Bolix and Nepal. Operating margin, more or less same as that of standalone. Here again, if you look at raw material cost, RMC is more or less stable vis-a-vis last year. But other expenses, employee cost went up, other expenses, as we saw much more of it is scale effect, which we cannot avoid because of the weather conditions in many, including Nepal, where there was -- in addition, there was some turmoil there in that country, but we still managed to grow because the bases were lower. So we had a good growth in Nepal. On a half year basis, we are at 2.8% growth on a consol level. with a PBDIT growth of -- degrowth of minus 7.9%. Bolix Poland had strong top line growth, profitability muted due to pricing pressure. BJN-Nepal a strong revenue growth on a low base, profitability slightly muted due to seasonal mix impact, the same reasons which we had of monsoon. STP soft top line impacted by temporary shutdown at Jamshedpur plant. We are expecting this plant to start operations this month. Gross margin improved on account of favorable product mix. SBL Specialty Coatings Limited had muted sales growth and profitability. New factory opened in Basauli in Punjab, fully funded through internal accruals. Berger Becker Coatings, healthy growth in both top line and profitability. This is the coil coating. The sales of this division doesn't get added only the profits get added after PAT. So it is not reflecting in our sales figures. Berger Nippon Paint Automotive Coatings continued strong performance driven by buoyant demand in the 4-wheeler segment, strong double-digit growth, both top line and profitability witnessed robust growth. However, again, it doesn't get added to our sales. Only the profit comes below PAT [ line ]. Business outlook, demand revival expected post Diwali, supported by improving weather and release of pent-up demand after an extended monsoon. Gross margin is expected to improve in short term, aided by benign raw material prices and improving product mix. Continued investments in brand and manpower, strengthening retail and dealer network to capture upcoming demand momentum. ForEx volatility and tariff changes may pose near-term uncertainties. Thank you and open to questions now.

Nitin Gupta

analyst
#3

Thanks, Abhijit. So we will now start with the Q&A session. I hand over the call to my colleague, Mohit Dudeja, to moderate the Q&A session. Over to you, Mohit.

Operator

operator
#4

[Operator Instructions] The first question is from line of Mihir Shah. [Operator Instructions]

Mihir Shah

analyst
#5

This is Mihir from Nomura. So firstly, on the mix deterioration that we have seen this quarter, should one expect a similar mix deterioration going forward or was this a conscious choice for this quarter given that you had some benefits of lower raw material prices and you could have managed your gross margins well? So that's my first question.

Abhijit Roy

executive
#6

So Mihir, no, actually, it's not a conscious choice. It's a forced choice. Essentially, the weather conditions, as I have mentioned, is a problem, was a big problem. If it continuously rains, obviously, on the exterior side, no one wants to paint because there is no way you can paint there. Hence, there was a negative impact as far as the exterior coating was concerned. As you know, those are high value, more profitable products. And hence, the mix deterioration, which happened. Same thing holds true for the roof coating as well. How do you paint if it is raining all the time? So therefore, the mix was expected to deteriorate under such conditions. For the whole industry, it will be in similar lines. So therefore, that's one. As far as the going forward issue is concerned, I have already mentioned that that it should improve for two reasons. One, of course, the rains have stopped now, thankfully. It kept on raining almost the end of October as well. But now for the last few days, at least, it's abated completely for most parts of the country. So therefore, we expect solid pent-up demand, which is there to come up, and that should improve the mix substantially. Typically, in the third and the fourth quarter, these are non-rain affected right up to April end. It tends to be good months for painting and paint. And therefore, we, I would say, are quite confident that the mix will improve substantially going forward.

Mihir Shah

analyst
#7

Understood, sir. Sir, secondly, on volumes, now given October has also seen some impact. And I guess maybe last year, some of the festive demand of -- would have also been sitting in October. So then given that there is an impact, how should one think about volumes for 3Q and 4Q? 4Q, maybe, yes, it can be much better. But 3Q, will one see impact of that in 3Q because of weak October?

Abhijit Roy

executive
#8

So typically, whenever the season is slightly preponed as it has happened this time, it tends to impact the sale a little bit. So October for the whole industry would have been muted. I think going by our estimate, we would have done slightly better than the industry in October. November, December will be months where we expect very good growth to happen, should be double-digit growth in November for sure. And December as well, we should see good growth. And therefore, overall, as we have said earlier as well, we should have a sort of a single-digit -- mid-single-digit value growth is what we can look at. Volume growth, obviously, will be higher as we have always seen that the volume-value gap exists. And hence, this is our reading of third quarter so far. Of course, November has to pan out well for this to hold true.

Mihir Shah

analyst
#9

That's heartening to know. Lastly, on margins now with the exterior and the normal emulsion paints coming back in the coming quarters and the benefits of raw material, do you think that there is -- there can be a case made to further investments in ad spends or there is a possibility that it translates down in margins and you move up higher versus the earlier guided band in your margins?

Abhijit Roy

executive
#10

So our guided band has been the 15% to 17%. We would like to remain there. If we see that we are having the luxury of spending a little bit more. We would like to invest in brand building a bit more than what we are doing even today. We have increased it, but we would like to increase it further. We would like to gain share, which is very important in the current situation that exists in the market.

Avi Mehta

analyst
#11

Sir, this is Avi Mehta here from Macquarie. Sir, two questions. One, I wanted to kind of just get your sense on what do you think would be the industry growth in the second quarter? And the related question to that is, if you are expecting, say, a high single-digit volume and a mid-single-digit value in 3Q, for the full year, does that -- what kind of expectations should we look at? Because the first two quarters has been more low single digit. So I would love to hear your thoughts on both these aspects.

Abhijit Roy

executive
#12

So as far as industry is concerned, you've seen Kansai declared their results yesterday. They were at about 0.4%, I think. We have declared today. I think Akzo will declare on the 6th. And I think Asian is there on the 12th. There are two factors here. One is the base effect. And the other one is overall scenario, rain, which would have impacted everyone. I would expect the leader to do slightly better in terms of growth due to the weaker base. And I would expect Akzo to be similar to us or slightly lower. And therefore, the overall growth rate for the industry won't be greatly different from where we are positioned. So that's how I would look at it. On a YTD basis, we expect that we should have gained market share overall amongst the listed companies. This is where we stand as of end September.

Avi Mehta

analyst
#13

And sir, for the second part, which is 3Q, if you're expecting, say, a mid-single-digit kind of momentum, for the full year, does that kind of -- just wanted to get your thoughts, how should we look at that? Because we had some expectations given the changed weather conditions, is there a revisit to that expectation for the full year?

Abhijit Roy

executive
#14

Too early to say, Avi, but my expectation is that -- and we have said this earlier as well, that in the third quarter, we had always said that it will be around the mid-single digit. And in the fourth quarter, we will be closer to the double-digit mark. We stand by that. And therefore, that's what we would expect to happen for the year.

Avi Mehta

analyst
#15

That's very clear, sir. Sir, the second question is on the competition. Would love to know if there's any change in competitive intensity and wanted to kind of just get any updated comments on the new entrant versus what we were kind of seeing last quarter?

Abhijit Roy

executive
#16

So competition continues. The intensity has stabilized, I would say, in the marketplace. So what is happening is possibly from the first quarter, whatever sales that the new entrant might be having in the first quarter. The second quarter, as it happens for most companies, in their case also, it will be slightly lower than the first quarter sales. So that's our estimate. Of course, we may be wrong, but this is our estimate that it will be second quarter total net sales will be lower than the first quarter sales. So it's stabilizing as such since they have now basis over the third and the fourth quarter. So the type of growth and therefore, the type of market share that they were taking away from the industry, that will get moderated completely. And the impact, therefore, will be lesser on the existing players going forward.

Avi Mehta

analyst
#17

Okay. Sir, last, just a bookkeeping. I missed the last part of the earlier -- the question from the earlier participant. The 15% to 17% range, given the current environment, we would still be in that range or at the lower end of the range given this quarter's performance? I just -- I didn't pick -- I didn't kind of.

Abhijit Roy

executive
#18

As I said, in the third quarter, we should be in that 15% to 17% range. And in the fourth quarter, more towards the higher end.

Operator

operator
#19

The next question is from the line of Aditya Bhartia.

Aditya Bhartia

analyst
#20

My first question again is on margins. Wherein if you look at last 7 quarters, our revenue growth has been in low single digits. But every time we have been kind of maintaining our EBITDA margins in, let's say, 14% to 17% kind of a range. This time around -- so to that extent, there was a certain degree of negative operating leverage that was playing out in the last few quarters as well. We were controlling our costs fairly well. So what has really changed in this particular quarter that margins at the EBITDA level has taken such a big beat here?

Abhijit Roy

executive
#21

Yeah. So if you look at quarter one, for example, we had, again, a low sale at that point of time as well. But the overall sales in the quarter one is always much higher than quarter two. It's been traditionally for us a very good quarter. Typically, we have much higher sales in quarter one. And then in quarter two, it tends to move downwards. The same thing happened this year as well. And on top of it, we did not grow. So if you look at absolute value, quarter two is much lower than quarter one for us. The growth rate is similar, but absolute value-wise, it is much lower. And hence, absorption of the overheads became much more difficult in this quarter, which is why you see this stronger fall in quarter two.

Aditya Bhartia

analyst
#22

Because it was pretty much the same thing in the last year as well, Q2 being lower than Q1. But even on a year-on-year basis, the kind of drop that we saw in margins this quarter was higher than what we usually get to see.

Abhijit Roy

executive
#23

In the last year, quarter two, if you look at our gross margin, it has expanded largely because of two reasons. One, the raw material prices went down at that point of time. This quarter also, it had gone down, but the mix deteriorated much more this quarter. So we could not get the full advantage of it.

Aditya Bhartia

analyst
#24

Understood. Understood. And sir, that brings me to the second question. What's the kind of raw material cost advantage that we are going to see in second half of this fiscal with the crude being so benign?

Abhijit Roy

executive
#25

Yeah. So there is an advantage coming up, which we see about 1%, 1.5% possibly in terms of margin expansion, which is likely to happen on account of raw material prices cooling off.

Aditya Bhartia

analyst
#26

Understood. And that's at the gross margin level that you are speaking.

Abhijit Roy

executive
#27

That's right.

Operator

operator
#28

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

Aniruddha Joshi

analyst
#29

Aniruddha Joshi from ICICI Securities. Sir, two questions. First of all in terms of expenses, there is a lot of variability in expenses also. For example, if the sales team doesn't achieve the targets, so generally their bonuses get capped or incentives also get capped or in a way, in terms of distributors also, if they are not able to meet the targets, some of their incentives are not paid out also. So given that there is a natural hedge in the business to the sales growth itself. So now despite that, we have seen a material impact. So how should we see this? Do you see it to be an ongoing activity, let's say, if the industry growth remains muted over the next one, two years? Because definitely, the industry growth has slowed down materially. And if we don't see a revival, do you see this impact to continue to play in next couple of years also? That is question number one. Question number two, in terms of ad spend, if you can share more details in terms of what was the ad spend to sales, let's say, in last year same quarter versus this time Q2 or any increase that you can say, let's say, in percentage terms also, it will be better. And third, we have been hearing that October has been a very soft quarter for the entire industry itself. So how is it at the Berger end? And how do you see the growth rates panning out starting in November?

Abhijit Roy

executive
#30

Okay. So the first question that you asked, how come the expenses are going up. And we mentioned that one, if you look at the ad spends, we have increased it from last year levels almost by 22%, 23% possibly. And that's on television and digital put together. And therefore, of course, the sales did not go up -- it went up marginally. And hence, the major impact that you see in terms of expenses to sales. The second part is you did mention that, okay, when you don't get sales so much, you might be not spending as much on dealers or on employees, bonuses, et cetera. We have invested mostly in additional manpower in the urban markets, which I mentioned. If you are not getting results in one quarter doesn't mean that you withdraw that manpower. So that continues. We keep because we believe strongly that it is going to yield result this quarter and going forward. So that's why you see this increased expenses. This will wean off in this quarter and even more so in the next quarter. So to answer two of your questions, these are the answers. The third, which is there is -- which you asked is October sales. As I said, we believe strongly that we have done better than the industry at large of most players, I think. Of course, the base effect counts but even though our bases were much better or higher, I would say, compared to some of the other players, we would have still done better in October.

Aniruddha Joshi

analyst
#31

Okay. Sir, last question from my side. In terms of auto and industrial, what will be the revenue contribution and which almost customer base would be getting benefited from the GST correction? For example, white goods and durable AP companies or auto companies, et cetera. So which -- what percent of our customer base would be getting benefited from the GST?

Abhijit Roy

executive
#32

So it's a lower percentage for us. It's about 8-odd percentage, not significantly material for us as far as we are primarily a decorative company with more than 82% approximately coming out of decorative.

Aniruddha Joshi

analyst
#33

Okay. And auto and industrial, any ballpark percentage, if you can share?

Abhijit Roy

executive
#34

Industrial, auto put together is 18%, the balance protective all put together.

Operator

operator
#35

The next question is from the line of Karthik Chellappa.

Karthik Chellappa

analyst
#36

This is Karthik Chellappa here from Indus Capital. Two questions from my side, sir. The first one is, I think our earlier expectation was this volume-value gap will narrow by fourth quarter of this year in the sense that volumes will start -- I mean, value will start tracking volume growth. Do you believe that expectation to still be reasonable? And if not, by when do you expect the volume-value gap to narrow to almost nil?

Abhijit Roy

executive
#37

It is not going to narrow to nil in the short duration, largely because there are certain categories of products which we are going to grow much faster than the paint category itself because it is coming on a very low base. However, we see the volume-value gap narrowing to about 4%, 4.5% and likely to remain stable around that point. And that should happen going forward from maybe the first quarter or fourth quarter to first quarter of next year.

Karthik Chellappa

analyst
#38

So which means for us to see a high single-digit value growth, our volume growth invariably has to grow at about double digit then if the 4% to 5% gap has come.

Abhijit Roy

executive
#39

Absolutely. Absolutely.

Karthik Chellappa

analyst
#40

Okay. Excellent. My second question, sir, is on the A&P expenses. So you did highlight that those expenses grew about 22%, 23% for the quarter. And in the opening remarks, you said that urban markets were seeing some extra investments. Could you give us slightly more details on which are the urban markets that you are targeting at this point for these higher A&P investments and why you chose these urban markets?

Abhijit Roy

executive
#41

A&P investments are across the country. So it's not focused only on the urban markets. In the urban markets, we have invested in additional manpower on the ground resources. These are off-roll manpower, which we book in the sales promotion expenses essentially. So this particular markets which we have chosen are weak urban markets, which we have defined. These are markets mostly in the West and the South of India. Many of the metros or mini metros which are existing there. These are markets where we are weak, and we would like to strengthen our presence in those markets.

Karthik Chellappa

analyst
#42

Okay. My last question, sir, is on the margin range of about 15% to 17% for the medium term. So given that in the first half, we are at 15% and you had highlighted in one of your previous responses that by fourth quarter, you expect it to go towards maybe 17-ish or so. Would it be fair to say that at least this year, it looks like the margin range will probably be closer to 15%, 16-ish percent than it is to 17%. And any tailwind to margins will probably happen only in FY '27?

Abhijit Roy

executive
#43

So as I said, we are currently at around that 15% mark, right? And if you look at where we are headed, we will improve slightly in the third quarter, and we'll be more closer to that 17% mark in the fourth quarter, right? So on an average, probably we'll be around that 16%, 15.7%, 16% for the full year. So that's where we will be most probably by the end of the year. I think that's a fair thing given the current situation that it exists. Given the weather conditions that existed, I think overall, for all of us, it has been a bit challenging, but I think things are improving, and we look forward to coming 5 months, which should be much better.

Karthik Chellappa

analyst
#44

Excellent. And just one clarification, sir. Although you highlighted monsoons and rains as one of the reasons for demand, there was really no GST-related disruption at least for the paint categories or for your distributors, right? We can negate that as any impact or so.

Abhijit Roy

executive
#45

No, it had no impact.

Operator

operator
#46

The next question is from the line of Pratik Gothi.

Pratik Gothi

analyst
#47

This is Pratik Gothi from HSBC. A couple of questions, please. The first one regarding your comment that premium luxury segment saw some downtrading to the economy segment. Can you please elaborate on that comment? Was it across exterior, interior? Any color there, please?

Abhijit Roy

executive
#48

Yeah. So basically, excessive rains was basically a major factor here. So the impact happened across emulsions, but some amount of down trading we saw moving more towards the economy emulsions. The economy emulsion growth was there, at least the luxury emulsion, the premium emulsion, there was a little bit of a slowdown there, more so on the exterior category, but it still impacted the interior as well.

Pratik Gothi

analyst
#49

All right. Good to know. And apart from that, any color on incentives, dealer incentives rebates? Has that plateaued? Has that been increasing in Q2 as well?

Abhijit Roy

executive
#50

No, no, not really. So it's been stable for the last few quarters. I don't see any major changes happening there. Nothing material, I think. As is the norm in the industry, if the growth are a little bit muted, rebating may go up a little bit to push up sales, but that's about it. It's not significant.

Operator

operator
#51

The next question is from the line of Amit Purohit.

Amit Purohit

analyst
#52

Am I audible now, sir? Sir, just on the cost side, I wanted to understand, typically, when I look at quarterly numbers, Q2 is a typical quarter where employee costs go up looking at standalone numbers and then probably it averages out in the subsequent quarter. So I wanted to know when you said that this quarter, there has been some focus on the urban and some recruitments done. Is this the new base one should look at it or there is some seasonality when it comes to employee cost as well?

Abhijit Roy

executive
#53

Yeah. So it has two parts. As you're rightly saying, there is a part which is seasonal in nature that is Q2 tends to go up because incentive payouts happen in this quarter -- for the previous year, and therefore, it tends to have a jerk upwards. But along with it, we did invest some amount of money in the urban markets. And that investment will continue. And so that will remain as a part of the higher cost that is there. But that will get neutralized by higher sales as well, which we expect from the urban markets going forward.

Amit Purohit

analyst
#54

And so this initiative you have been talking about since last year, right, focus. So is that something which has happened now or it has been there in previous quarters also on urban [ side ] on employees?

Abhijit Roy

executive
#55

It has been there earlier as well. We have increased a little bit in the type of investment that we have made. We see decent results. And so unfortunately, the rains interrupted a little bit in terms of the sales, but that should happen this quarter and then going forward.

Amit Purohit

analyst
#56

Sure. And my second question is on other expenditure as well. Similar, this could be also because typically, when we look at it, Q3 is when you spend because that's the festive season. And this time, there was early Diwali, so maybe Q2 is when the ad spend. Do you think that the spend requirement would continue given the competitive intensity and you are like you highlighted that you will focus to gain shares and hence, the other expenditure number would tend to be on a Y-o-Y basis higher?

Abhijit Roy

executive
#57

Yeah, it's true that the season was earlier this year. So we did spend in the second quarter slightly more in terms of television spends because we started a little bit early. But as I've indicated, we would continue to spend in the third quarter as well. And specifically in areas where we feel that we need to shore up our volume sales as well, there the advertisement will be jacked up a bit.

Amit Purohit

analyst
#58

And you may probably use the gross margin expansion that you highlighted to invest behind that.

Abhijit Roy

executive
#59

That's right.

Operator

operator
#60

The next question is from the line of Tejash Shah.

Tejash Shah

analyst
#61

Sir, my first question pertains to the whole demand scenario. And in past, it has been taught by you and other leaders of the industry that if we miss out on Diwali, then it's very difficult to recover that season later because then there's a tendency of customers to push repainting to next cycle. So looking at that, how do you see the demand scenario recovering now? And second point, I'm assuming that when we would have started this year and this quarter also, we would not have budgeted for this unseasonal rain. So how is the health of inventory? And then should we assume that primary will be kind of muted even if secondary picks up at least in the near future?

Abhijit Roy

executive
#62

Good questions there. In fact, whatever we could gather from the market, I had also been in the market in the last 10, 15 days. There is significant pent-up demand. So that's a good sign for us. The second part is that our collections has been very robust because we got a short window, but a very strong window in the first few days of October before Diwali kicked in. So in that 15, 16 days, there was very brisk sale and liquidation happened. So the inventory is at a very healthy level as is evident from the collection record, which we have. We have collected the money. The outstandings are not there. And hence, we expect that with demand now picking up, with the pent-up demand being there, sales should improve in this month and also in December and going forward.

Tejash Shah

analyst
#63

Very clear. Sir, second question pertains to your observation that competitive intensity has stabilized, which could be true. But as an observer, it still remains intense because perhaps it has shifted from dealer level to consumer level. Just an observation right from IPL to Asia Cup to Women World Cup, it's very much visible that paint companies are advertising very aggressively, especially the Challenger. And even on -- in terms of other benefits, be it warranty or now there's a talk of [ PMI ] also coming from them. So how do you read -- so perhaps numeric expansion of distribution is not happening anymore. But at least from our lens, it still remains intense, at least from consumer acquisition perspective.

Abhijit Roy

executive
#64

So it's going to be there, Tejash. I don't see -- by stabilization, I mean if you look at the sales figures, it's not jumping upwards as was happening in the past few quarters, right? It's the sales would have stabilized to a large extent. The numeric reach, as you rightly said, is not expanding at a very fast clip. It's improving, but at a normal pace as would happen for any industry player. So what we see now is a sort of a stability there. Yes, there will be attempts to do various things to acquire customers and improve the productivity possibly going forward. But as expected, I don't think anyone is not expecting that. But its intensity, as I mentioned, is there, but not increasing. It's stable.

Operator

operator
#65

The next question is from the line of Percy Panthaki.

Percy Panthaki

analyst
#66

Hello. Am I audible? Percy Panthaki here from IIFL Capital. Sir, just wanted to understand someone did ask about competitive scenario, but I specifically wanted to ask about competitive scenario in East India, given that Birla Opus is now sort of opening up their plant there, and they will sort of have better availability, better servicing of dealers, et cetera, et cetera. So is there in East India, either any change or any expected change in competitive intensity? And should we sort of read that along with your financials in terms of the sales growth being only 2%, but the other expenses line inflating by 15% Y-o-Y. So is this either a response or a preempting of the expected increase in competitive intensity in the East?

Abhijit Roy

executive
#67

No, not really. So I don't think we're stretching it a bit. I have explained this earlier as well that in the paint industry, I don't see if you put up a factory at a location, you start gaining market. Very rarely does it happen. We have a factory in Pondicherry, we have a very weak presence there. We have a factory in Jammu. We have a very weak presence in Jammu or in that surrounding area. So it does not really make any sense at all of just because some factory comes up in some location. And so that might help a little bit, but it really doesn't create any great impact. So we haven't prepared ourselves in any significant way. We have a strong position in the East, and we maintain that. And I don't see that being unnecessarily disturbed in the short run, right? So we are not spending extraordinary amount of money envisaging any great hit and trying to protect ourselves there.

Percy Panthaki

analyst
#68

Sir, in that case, what is the thought process behind spending disproportionately in this quarter when it was apparent that demand is going to be sort of subdued because of monsoons, et cetera. Why not sort of have those spends at a time when they can actually sort of give a better bang for the buck?

Abhijit Roy

executive
#69

I don't think that's how things operate because branding is not like whenever you have good time, you advertise and then when you are seeing -- because the season who can predict what will happen end of September, no one thought that it will keep raining, right? So once we started advertising, we booked slots for the period, right? So from September 1 till October 15, just before Diwali. That's the peak time when we have always advertised. And so that happens irrespective of weather conditions. Now whether it will change, I can't pull out my ad suddenly saying that whether it is still raining, I won't advertise. So it doesn't happen like that. So brand building has to continue irrespective of whether it is raining or not raining. Similarly, in terms of the investment which we made in the urban markets, just because it stopped raining, I can't dismiss my people there who are working and say, come back once the rain stops. It doesn't happen like that either. So we have to invest. We have to bear that cost. So it doesn't matter so much. In one quarter, it might have happened, but we will get our results sooner or later.

Percy Panthaki

analyst
#70

Understood. So ad spend, which is part of the other expenses line grew by about 22%, but the other expenses overall, including the ad spend grew at 15%. So it means that even excluding the ad spend, the other line items within the other expenses would have grown close to about a double-digit kind of a number when the sales growth was only 2%. So what really has driven this part of the growth as well? Is it some extra rebates or dealer schemes or something like that or what has driven? Because the investments in other urban markets would, I think, come under the employee cost line and not the other expenses.

Abhijit Roy

executive
#71

No. It doesn't come under the employee cost line. It comes under the other expenses only. because that is off-roll manpower, which we put under the other expenses.

Percy Panthaki

analyst
#72

Understood. Understood. So shall we assume that these kind of investments will continue in the future and therefore, margin expansion -- I mean, margin improvement, if any, is just going to be a function of the top line growth improving?

Abhijit Roy

executive
#73

This will continue and the top line has to grow. That's the objective, right? Because at the end of the day, if we have invested certain amount of money there, we are expecting that results will come. And results will come. We strongly believe that. It's just that the rains stalled it for the time being, but we will expect that it will come back, and you will see that happening in the third and the fourth quarter itself, not very far off.

Operator

operator
#74

The next question is from the line of [ Shirish Pardeshi ].

Unknown Analyst

analyst
#75

Two questions. This is an extension of what Tejash was asking. In our stronger markets, example for North and East, you mentioned that system hygiene is clear and there is no excess inventory which is there. I mean, paint companies always have a benefit delivering the stock within 24 hours. But still, I'm pushing you, is there any regional variation in terms of higher inventory more than the permissible level? The reason why I'm saying this because North has seen the excessive rains and by virtue, the trade inventory would have been higher. So that is the question, if you can explain or help us to understand, is there any regional variation in terms of inventory into the system, which is higher or lower?

Abhijit Roy

executive
#76

No, not anything Shirish. We haven't seen anything tangibly different from different regions. More or less it's at similar levels across the regions.

Unknown Analyst

analyst
#77

Okay. And my second question, if quarter four exit has to have double-digit growth, so is this growth is primarily from the offtake and secondary or will it be getting into the newer products, newer areas and Tier 3, Tier 4 market expansion or maybe if you can give a little more color that if that positivism has to come in double-digit growth in terms of volume, how it will happen and which market will rise?

Abhijit Roy

executive
#78

You're right, Shirish. It's a combination of all of these factors. The investments that we have made in terms of network expansion, we were not able to leverage it fully as of now because of the market conditions which existed. We believe that going forward, we will add, in fact, more dealers on the ground in the third quarter as well. And therefore, that will give us results in the fourth quarter substantially more. The other part is -- so therefore, it's a combination of network expansion, the brand building, which I have mentioned, which will continue and which will strengthen further. And third, of course, the product range that we have introduced, some of them new, some of them which have just been introduced, three more which will get introduced this quarter. All of this combined, it should help us to grow at a faster clip.

Unknown Analyst

analyst
#79

Okay. Just last question. On the cost front, if I index last year as a 100, how much deflation we have seen in overall raw material index? And is there any particular item or any particular raw material which is seeing inflationary in your view right now or maybe next two to three quarters?

Abhijit Roy

executive
#80

There has been, I would say, a very reasonable deflation in prices, which we have seen in the raw material prices. The net impact, I can't remember, but it will still be in the range of about 2%, 2.5% possibly overall. Some of it gets eaten away by the mix change which is happening. So overall, we will gain, as I had mentioned earlier, by 1.5% in the next quarter and the quarter going forward, inclusive of all the mix changes that are happening slightly and at the same time, the raw material price drops, which have happened. So this is something which can be expected.

Unknown Analyst

analyst
#81

Is there any cost push you are seeing for any particular raw material?

Abhijit Roy

executive
#82

Not as yet. We haven't seen anything significant. There was this titanium dioxide, which was because of the duties imposed or rather the antidumping duty, which was imposed by the government. But then there was a legal case, which the IPA had filed and IPA won that case. Still, the government has not notified so far the lowered duty structure. I think IPA is fighting that out in the court. If that happens, then titanium dioxide will also come back to normal levels. So that might improve the profitability a little bit further.

Operator

operator
#83

The next question is from the line of Rahul Agarwal.

Unknown Analyst

analyst
#84

This is [ Rahul Agarwal from Ikigai Asset Management ]. Sir, two questions. One is related to the expansion into the urban cities, which you mentioned off-roll manpower investments. Assuming that you're trying to push growth in these markets, I'm assuming also that these are premium products, higher ASP market. And the revenue salience from these markets will be faster and faster growth we should see here because of the lower base in the overall top line in decorative for Berger. Does that mean that from a margin perspective, these should be dilutive incrementally on overall company level EBITDA or they should be similar to company level margins? That's the first question.

Abhijit Roy

executive
#85

No. So if the mix is better and it is growing faster, obviously, it will be margin accretive from current levels, right? So that should help going forward. As I said, urban markets tend to be more project-oriented markets, and they were more affected by these rains. But we will see that in the third and the fourth quarter, that should become much better. And so it should become sales and margin accretive, both.

Unknown Analyst

analyst
#86

Despite them being more projects and despite them being more competitive or you think?

Abhijit Roy

executive
#87

These are retail project type, we are not going into those very big projects, smaller projects, which are not that competitive in terms of pricing and the margins are pretty okay.

Unknown Analyst

analyst
#88

Got it, sir. Got it. And just one question. I mean, I understand the buildup to how you will exit fiscal '26 in terms of growth on volumes. I also wanted to check with you if you -- if I have to hazard a guess on fiscal '27 and maybe next three years kind of volume CAGRs, what would be the probability of Berger growing at double digits for the next three years? That's the question, sir.

Abhijit Roy

executive
#89

I don't think I would like to comment on that at this stage. We take -- predicting the next 6 months itself is an issue, projecting it for three years is, I think, difficult at this stage. I would -- we have stayed away normally from projecting. It's all pie in the sky type of thing. We will only project for the next few months. So that's about it. So I can see it up to March or April, maybe beyond that, I don't have visibility. We do all our good things that needs to be done. We believe that this should act. The basic fundamentals are that the network should be in place, the brand should be built up. And product quality should be good, supply should be good. These are all in place. We can expect that if the industry grows at X percentage, we should be able to grow at X at least, we should be actually growing at a faster clip. That's all that I can say.

Operator

operator
#90

The next question is from the line of Harsh Shah.

Harsh Shah

analyst
#91

Basically, if we were to look at the, let's say, the Decorative segment, what would be our share of voice, let's say, if you calculate by our ad spend versus deco industry ad spend relative to our deco market share?

Abhijit Roy

executive
#92

It is slightly below the deco market share as of now because the new entrant, the share of voice is much higher compared to their market share. So in our case now, we used to be at similar to our market share, but now it is slightly below that.

Harsh Shah

analyst
#93

Indicatively, sir, I mean, if you could maybe 100 basis points, 200 basis points or?

Abhijit Roy

executive
#94

Yeah. Somewhere around that.

Harsh Shah

analyst
#95

Okay. And I mean even this quarter, our ad spend being higher by 20% plus, do we intend to kind -- I mean, let's say, if we were to think of again going back to that historic levels of share of market, right, would that be a factor of us spending more or basically it would happen only if, let's say, the new entrant kind of starts moderating their spend?

Abhijit Roy

executive
#96

Combination of both, I think because the new entrant as of now, because it has come in fresh, it will spend more, right? It's expected that it will keep doing that until it builds some salience. So that is something which was expected and is going to continue. So even though we might increase the spend, we will still not be restoring it back to earlier levels. So that's how it is. We continue to invest in our own way because we don't have to because we have invested all these years and have built up a significant brand presence. So even with a lesser spend, we can get far good result.

Operator

operator
#97

Yeah, sir, we are done with the questions. So in the interest of time, we consider that as the last question for the day. I now hand over the call to the management for closing remarks.

Abhijit Roy

executive
#98

So thank you very much for taking time out and coming and hearing out. That's all that we had to say. Hopefully, it was a tough quarter, but we did answer all the questions that were raised, and we look forward to better quarters going forward. Thank you.

Operator

operator
#99

Thank you. On behalf of Emkay Global Financial Services, that concludes this conference. Thank you for joining us.

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