Khadim India Limited (KHADIM) Earnings Call Transcript & Summary
September 3, 2020
Earnings Call Speaker Segments
Mehul Desai
analyst[Audio Gap] Thanks, Ayesha. Good afternoon, everyone. On behalf of IDFC Securities, I would like to invite you all for Q1 FY '21 Earnings Call of Khadim India. From the management side, we have Mr. Siddhartha Roy Burman, Chairman and Managing Director; we have Ms. Namrata Chotrani, CEO; and we have Mr. Indrajit Chaudhuri, CFO. I'll hand over the call to the management for opening remarks, and then we can start with the Q&A. Over to you, sir.
Siddhartha Burman
executiveGood afternoon, everyone. We welcome you to this conference call to discuss the company's performance for the first quarter of the financial year 2021. We realize most of you have connected to this call from your home and hope all are keeping safe. The COVID-19 pandemic has -- had an unforeseen impact on people, communities, businesses and the world at large. We take a moment to appreciate the monumental efforts taken by the health care workers, front-line staff and researchers working around the clock. The pandemic outbreak and the consequent lockdown have led to the unprecedented disruption across industries. As the external environment was not conducive, we made the best use of our resource to took initially and focus on factor in our control. We are proud of our team, which has worked diligently and remain united as a family during these challenging times. During the lockdown, we embraced the opportunity to help those affected adversely by COVID-19. We distributed sanitizer, mask and dry ration to the needy, especially elderly people in area of West Bengal. Good decision take during the bad times go a long way to strengthening an organization. We prioritized the health and safety of our staff, trained them to execute enhanced hygiene protocol at our operational stores and reengineered some internal processes. Our employees' hard work and toil to create a safe and healthy environment has ensured that we are welcoming customer at our store with confidence. Some rapid changes, consumer behavior have taken place over the last few months. This has focused companies to took up for new way to engage with their customers. We understood the inability of our patrons to visit store due to COVID-19 breakout. Hence, we took a step to take our products to customers and reach them by launching On the Go store on wheels. And another one is Hot Spot to sell shoe sanitizer and mask. And the third one, Khadims Near Me, exclusive shopping tents set up in residential areas. The illustration of the same can be seen in our presentation. We have also stepped up our social media campaign and online marketing to increase engagement with our customer base. In quarter, which saw restriction on operation of our stores, we were able to control cost efficiently. Our team efforts and cooperation have led to the significant 60% drop in other expenses. We have undertaken cost reduction and rationalization measures, including deferral of available operating costs. Employee expenses are down by 14% based on voluntary salary deduction letter submitted by our employees. Coming to our financial performance, we recorded a revenue of INR 60 crore in quarter 2 FY '21, down 72% year-to-year, due to the limited scale of operations. Gross margin for the quarter stood at 28.5%. So we look forward to welcome back our customers soon and have our store filled with smile as customer walk away with new shiny footwear. We as a team are united to face the challenges and our value system [ brands ] as to tackle the situation and emerge stronger. We remain optimistic and excited for the next phase. So now thank you very much. Now the question and answer.
Operator
operator[Operator Instructions] The first question is from the line of Gaurav Gojani (sic) [ Jogani ] from Axis Capital.
Gaurav Jogani
analystFirst, I would like to know, sir, what's the latest trends in terms of the demand in the retail as well as the distribution side. We do understand that many stores were closed until the end of mid-June or they started rather picking up in the month of mid-June, but how has been the traction in the month of July and August?
Namrata Chotrani
executiveThanks for your question, Gaurav. So April to June was a bit slow purely because stores are opening in May and the footfall started consolidating only end of June. July, we did see an improvement in some numbers. But owing to the lockdowns in multiple states, there has been an impact in our overall sales. In fact, largely -- and there has been a huge impact in East and South owing to the multiple lockdown, be it in Bengal, be it in Bihar, Northeast, Orissa and Tamil Nadu. So there has definitely been improvement in July and August. We have seen healthy signs. And August then -- post August 15, we have seen a much better improvement to the extent of 40% to 50% in some of our stores. So -- but then, hopefully, in September, given that the knockdowns have been withdrawn in most of the states, except for Bengal still has to come up with their stand on it, we are hoping for the trends to be much better in September.
Gaurav Jogani
analystSure. Also, I would like to know how the distribution piece has done vis-à-vis the retail piece, if we consider. Because retail, we do understand that the consumers' footfall might be less and, hence, impacting the sales. But how has been the sales in the distribution piece?
Namrata Chotrani
executiveSo the distribution -- it is in quarter 1, we have degrown by 37%, which has been pretty comforting and a healthy sign for us internally. And one of the main reasons we see that is that the low price product, which is your Hawai chappals, your PVC product, the demand for this product has been pretty good. The higher-priced products, which include PU product, sport shoes, pylons, the demand for them have been relatively lower, but we've been able to capture all the low-priced product in the Hawai and the PVC category. To the extent that we have -- in June, by June end, early July, we were functioning at almost 100% capacity. And the similar trend, it has been continuing even in August and even as we speak. And we do have good hopes for quarter 2 for results for distribution business.
Indrajit Chaudhuri
executiveIn distribution, there is a demand. But there is a challenge that we faced is because of the lockdown since there was [ 6 ] lockdown in August, the production gets hampered. So that has impacted the growth to be more -- from, say, 10%, 11% to 16%, 17%.
Siddhartha Burman
executiveAnd it will have been more.
Gaurav Jogani
analystSir, just follow-up on this one actually. So because you have been seeing a good demand here at the distribution piece. And I also see there is some margin expansion on the gross basis. So are you able to take some market share and some pricing action? Is there anything of that sorts visible here?
Namrata Chotrani
executiveSo in terms of margin expansion, there has been -- it's been owing to the price increases that we had taken some time in March, the impact of which you -- we have seen in the first quarter. In terms of market share, it's too early to say. I think a lot of distribution -- I think, the first quarter, we have performed well, owing to the fact that, as I said, the demand for low-priced products was high. Plus a lot of the North-based players were not able to open because the restrictions were much higher up North. And a lot of the migrant workers issue was there, owing to which we were able -- the demand was much higher than the amount we could supply. So to that extent, maybe market share would have been better during that time. But over time, it will stabilize.
Gaurav Jogani
analystSure. And just one last thing on the retail bit. So as you mentioned that because of the intermittent lockdown in certain places, the sales are still at 40% to 50%. So is there any empirical evidence wherein -- where the lowdown wasn't -- not stringent or maybe was -- your stores were allowed to operate unhindered? Do you -- have you seen any good improvement in those type of stores, at least?
Namrata Chotrani
executiveSo I think in -- just to give you a perspective, in the Tier 2 and Tier 3, we have seen a better result than the Tier 1 and metro cities. And this purely owing to the penetration of -- or the impact of COVID in those areas. So wherever the lockdowns have been released, the performance in the -- in those cities have been better in terms of -- compared to last August in terms of average sales per store for the day. So yes, I think it's dependent on the area and the tier of the city and the impact COVID has had.
Operator
operator[Operator Instructions] The next question is from the line of Deepan Shankar from Trustline PMS.
Deepan Shankar
analystFirstly, I want to understand what is your expectations on festival demand? So are we expecting higher inventory at primary level? And when do you see that picking up? And how do you see the growth for distribution and retail segment?
Namrata Chotrani
executiveSo festive, I think, we all are hopeful for festive to perform. And with all of the lockdowns declared by the center, I think, that's going to help -- only help customers to get into the stores and footfalls to improve. And so we are hopeful for the festive to be -- to at least be much better than the current situation. [Technical Difficulty] in a position to suggest that it will be as good as last year or it will be better than last year. I think that only time will tell, but we at the back end are pretty much geared to address the kind of sales and to capture whatever sales by increasing conversions, by increasing average billing value, by trying to increase ASPs, so that's -- by coming up with innovative schemes. So I think that's something we all are at least geared at the back end. The footfalls is something which only time will tell, over the next couple of weeks. And in terms of retail and distribution, I think the -- as I said, distribution also, it's the same. Distribution, we are more hopeful in terms of the performance, again, purely because lower ends of market, the products as in lower price, where the acceptance is much higher.
Deepan Shankar
analystOkay. Okay. And in terms of cost, so overall, I think last year, we were around INR 60 crore kind of quarterly run rate on fixed cost. So currently, we have reduced to INR 31 crore kind of run rate. So do we expect this run rate to continue for 1 or 2 quarters? Or we expect some increase in the other expenses side?
Indrajit Chaudhuri
executiveNo. This first quarter, since the company store was shut for around 45 days, there are some fixed costs that didn't happen. But in the next quarters, that will happen. So we think that the average cost would be around INR 50 crores for next quarter because -- means some fixed expense will definitely come in.
Operator
operator[Operator Instructions] The next question is from the line of Hemant Shraman (sic) [ Sreeraman ] from Bearing Advisors.
Hemant Thillaisthanam;Bearing Advisors;Analyst
analystYes. I just had -- I wanted to draw out your opinion on a couple of things which you mentioned in your annual report. The first is the focus on e-commerce going forward as an online distribution channel. You mentioned that you are stepping up online marketing activities. So I'm curious to sort of learn which platforms you are thinking about in terms of stepping up your outlets? And how are you thinking in terms of actual ad spends on the online space to drive your e-comm? That's my first question.
Namrata Chotrani
executiveHemant, thanks for your question. So I think so we are tying up with all the prominent marketplaces, including Flipkart, Amazon, Myntra, AJIO, Nykaa, Snapdeal. So to name all of them, we have entered agreements with most of them on the B2C side, and we're also working to an extent on the B2B side to see how we can even -- the B2B commerce also as a concept is increasing and growing extensively. We're trying to take a hard look and build that business up very aggressively. We have also building the entire omnichannel piece, which basically entails that, today, you walk into any store, you do not find a product in terms of your size or color of your choice, it can be delivered to you in the next couple of days from another store where the availability is there. That has been activated in almost all our stores. We're also working on omnifying the serviceability of even e-commerce orders from all the marketplaces, so as to improve the serviceability and the time lines so as to improve customer experience. We're working also very aggressively to scale up our e-commerce sales from our own website because we believe customers also prefer to go on the brand website because it gives them the amount of confidence in terms of the source of buying. In terms of your second question in terms about the marketing spend, with regard to the e-commerce sales, we're targeting around 5% -- approximately 5% to 6% cost to promote the e-commerce sales on the marketplaces through various mechanisms, be it product sponsorships, brand sponsorships, so as to ensure that our products are -- the viewership increases and the sales conversion increase.
Hemant Thillaisthanam;Bearing Advisors;Analyst
analystExcellent. Very good to hear that. I mean, COVID is a highly evolving situation. But if I were to take a 3- to 5-year view of the business, how much would online/e-commerce or direct-to-consumer be as a percentage of overall revenue in your opinion?
Namrata Chotrani
executiveSee, in the near term, I think, we're targeting around 3% to 4%. In the next 3 to 5 years, I think, as things evolve, we'll have to see how things go. We believe that e-commerce [ and ancillary services ] is here to stay and only going to increase in terms of proportion of sales. Then some numbers that we had, that as we have seen across various research reports suggest that e-commerce contribute around 2% to 3% of the total footwear industry. That's the broad number that we have. But we internally have -- we can be looking at somewhere around 8% to 10% in the next couple of years.
Hemant Thillaisthanam;Bearing Advisors;Analyst
analystGot it. Heartening to hear that. And one last question on -- which is allied to e-commerce plus distribution. Now out of the 795 stores that you had as of end of March, your primary outreach model is either a franchise-operated store or your distribution. And to a lesser extent, you've got company-operated stores, but you also make a mention of being asset-light, which means I'm presuming your outreach is going to largely be driven by franchisees or the online distribution partner. Now I have a fundamental question. If I'm a customer and I'm buying a pair of shoes from one of these franchise-operated stores or the online partner model, how much of a customer profiling look through in terms of data demographic, customer data science, do you actually get at your end as a company when the product has pushed through one of the non company-owned channels?
Indrajit Chaudhuri
executiveIn case of franchisees, we have the data of the secondary sales, the details of the customer. However, in online also, we have the data, means to whom we are selling in B2C. But obviously, in case of distribution, we don't have the control of which customer we are selling. But we have a demographic region where the distribution model is going on, in which part of the country, and get -- means we have prospects from the distributors.
Namrata Chotrani
executiveSo we maintain a certain database for our loyal customers, which are applicable for our own company outlets and franchise also, as Indrajit mentioned. For our own website as well, we track the kind of the demographic of the customers. It's only that way that we can even market effectively on its 2 digital platforms to them. So if your target audience largely is in the range of 18 to like 35 -- around -- sorry, 40, 45, that's how -- the male and female portion, that's how we win market and remarket to them. So yes, at the end -- and with along way the marketplaces as well, there's constant interaction in terms of the demographic that is buying from us. And we are also trying to like constantly improve our -- as we have mentioned earlier also, we're constantly trying to improvise that design so to suit the current audience. So hopefully, the e-commerce, the digital mechanism plus products will help us in our endeavor for e-commerce and omnichannel.
Hemant Thillaisthanam;Bearing Advisors;Analyst
analystVery nice to hear that actually, especially in terms of customer -- aiding customer discovery. And one last question, and I'll jump back into the queue. In light of increased online presence, how do you see that sort of impacting your gross margins and economics at a -- unit economics level? Do you see that changing materially from the past? And if yes, in what way would you hope it?
Indrajit Chaudhuri
executiveYes. In case of our online gross margin, there is -- the online gross margin is completely -- a little bit higher than the retail, I mean, our CO because in case of online the products that are only for online has a higher gross margin. But in case of EBITDA margin, definitely, the online margin is lower compared to our channels of franchisee and CO. But if the online sale is within 5%, there will be no change in the gross margin of the total company.
Operator
operator[Operator Instructions] The next question is from the line of Mehul Desai.
Mehul Desai
analystYes. Just one or two questions from my side. One, how do we look at ad spends going forward in the second half, given that now the festive season will come up? So that's one question. And second thing, what's just -- I mean, how has the store closures moved on? Have we seen any store closures in first 5, 6 months? And what are our plans for expansion or to restart thinking about store expansions there?
Indrajit Chaudhuri
executiveAdvertisement will be definitely be lower compared to last year. Last year, we have done around INR 30 crores. This year fewer advertisement, will be maximum INR 5 crores to INR 6 crores. And in terms of store closure, we have planned for closing around 13 stores that would be done in the second and third quarter because there are also 6 months of lock-in period with the landlord. So we have closed down the store, which were giving -- EBITDA negative stores and which are farther EBITDA negative during this year. And in terms of store opening, this year, we will not open any store, COCO. But however, we have a plan of opening around 25 to 30 franchises.
Mehul Desai
analystOkay. Okay. And lastly, in terms of gross margins, how do you see gross margins going forward? Will it be more a function of your mix improving because as your COCO and retail channel improves? Or is there a -- I mean, is there a possibility that pricing moves up or you have a raw material benefit that is -- gets kicked in, in the second half? So how -- what's the trajectory and outlook on the gross margins?
Indrajit Chaudhuri
executiveSee, in the distribution front, we have already taken 2 price hikes in March and June. So definitely, distribution, there will be an increase in gross margin of 1%, 1.5%. And in retail, this year, I think there won't be any increase in gross margin because constantly, the EOSS will go on and there will be some schemes of the other. But definitely, the downfall in the gross margin in retail will obviously be lower compared to the other retail companies. And overall, whatever gross margin in the first quarter, we have seen because of distribution is around 62%, 63%. Once the retail comes to a level of 40% of total sales, obviously, there will be an improvement in gross margin overall -- on the overall basis.
Operator
operator[Operator Instructions] As there are no further questions, I would now like to hand the conference over to the management for closing comments.
Namrata Chotrani
executiveThanks for your time and really appreciate the interest that you -- that all of you have been showing in our company. We constantly will be in touch with you and happy to answer your questions on a regular basis as and when required. Look forward to connecting with you again, hopefully in the next couple of months. Thank you.
Siddhartha Burman
executiveThank you.
Operator
operatorThank you.
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