Bajaj Consumer Care Limited · NSE:BAJAJCON
Bajaj Consumer Care — Q4 FY2022 Earnings Presentation
40 slides from Bajaj Consumer Care's earnings presentation, May 6, 2022
Slide 1: Bajaj Consumer Care Investor Presentation Cover Letter
bajaj coNsuMrn cARE May 6, 2022 DCS-CRD Listing Compliance BSE Limited National Stock Exchange of India Ltd. First Floor, New Trade Wing Exchange Plaza, 5th Floor Rotunda Building, Plot No. C/1, 'G' Block Phiroze Jeejeebhoy Towers Bandra- Kurla Complex Dalal Street, Fort, Mumbai 400 023 Bandra East,
Slide 2: Earnings Presentation Q4 & Full Year FY22
bajaj coNsUMER CARE Earnings Presentation Q4 & Full Year FY 22
Slide 3: Company Snapshot
Company Snapshot - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE a Legacy “Bajaj” among India’s most Products in existence since Bajaj Almond Drops, India’s trusted industrial houses pre-Independence Largest single hair oil brand Positioning 15 new Hair Care products Over 64% Market sh
Slide 4: Company Overview
Company Overview - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE • Bajaj Consumer Care Ltd. (BCCL) is the second-largest entity in the Shishir Bajaj Group of companies, with a rich history dating back to 1953 when Late. Kamalnayan Bajaj established Bajaj Sevashram to market and sell
Slide 5: Macro Context
Macro Context
Slide 6: Hair Oil Market Growth Trends
Hair Oil Market Growth Trends - - - - - - - - - - - - - - - - - - - - - - - bajaj coNSUMERCARE Value Growth % Volume Growth % Key Highlights • Hair oil category grew by 4.2% in -5.3 -3.7 -4.6 -7.0 -5.9 -6.5 FY 22, recovering to Pre Covid levels Q4-FY22 Q4-FY22 • Market Growth however was • Urban • R
Slide 7: Performance Highlights
Performance Highlights
Slide 8: Bajaj Hair Oils Market Share
Bajaj Hair Oils Market Share - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE Value Market Share Total Bajaj Hair oils MAT Mar’ 21 MAT Mar’ 22 All India (U+R) 10.3% 10.3 % All India –Urban 10.8% 10.9 % All India –Rural 9.7% 9.7% Source: Nielsen Retail Audit Report, March 2022, All Ind
Slide 9: Business Highlights
Business Highlights - - - - - - - - - - - - - - - - - - - - - - - bajaj coNSUMERCARE General Trade Channel-wise contribution to Revenue (%) • Clear slow down in demand coupled with downtrading being observed in rural markets especially in key HSM impacting both Wholesale and Sub Stockist 2.5% 2.4% •
Slide 10: General Trade – New Product Placements
General Trade – New Product Placements - - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE Bajaj Consumer Care 9
Slide 11: Modern Trade Activations
Modern Trade Activations bajaj coNsuMER CARE Bajaj Consumer Care 10
Slide 12: Distribution – E-Commerce
Distribution – E-Commerce baj~ coNsuMER CARE • Tie-up with all major E-commerce players like Amazon, Flipkart, Grofers, Big Basket, Nykaa, Swiggy, Milk Basket, Purplle, Health & Glow and Deal Share • Other digital first brands, Natyv Soul and Bajaj 100% Pure (Castor, Jojoba, Kalonji, Coconut & Olive
Slide 13: Marketing
0. / 3x·· . . . . . - ,• .-1................... JIU,l.ciu•• Softer Hair*/ ...... O.:\lf ~ •-r•,1• ~~hi11A.r1~;.••-"""" Marketing
Slide 14: Marketing - Traditional Media
Marketing - Traditional Media bajaj CONSUMERCARE - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - New Thematic: 2x Hairfall Reduction Campaign Launch New thematic – High on Energy, Glamour & Styling launched in Jan, On Ground Activation build to strengthen relevance in Younger, Modern TG
Slide 15: Marketing – Digital Media
Marketing – Digital Media bajaj coNsuMER cARE Social media marketing over Facebook & Search Marketing on Flipkart, Amazon Launch Of Stylebook with different Instagram and Bigbasket ... hairstyles on Instagram ll:lrdlf\\ 111 ·* ,. ...... .......... .,_ 'l \.'t\J\ I ...... (,I\ I \\\ \\-.' ... • .....
Slide 16: ADHO “Style Fearlessly” Campaign a SuperHit among Consumers
ADHO “Style Fearlessly” Campaign a SuperHit among Consumers bajaj coNsuMER cARE -------------------------------------------- #Stylefearlessly reached 2.2 Cr consumers with 211 entries in the #Stylefearless challenge with 4% engagement rate Recreatins Parinioeti's Wayward Waves! Recreating Parineeti'
Slide 17: ADHO “Style Fearlessly” Campaign
ADHO “Style Fearlessly” Campaign - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE New Communication and Claims • Dial up element of “ Style“ as younger consumers are looking for enhancement along- with nourishment . -:,::: r, t a, nn,t. U I UH'I LL~ ,,.. ' '"'"...,_ ~cw Oaring hair hu
Slide 18: ADHO “Style Fearlessly” Digital Campaign
ADHO “Style Fearlessly” Digital Campaign - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE Engagement-driven activity #Stylefearlessly Stylebook Audience gets a chance to choose the hairstyle for Audience gets a chance to feature along side with Parineeti’s look Parineeti in #stylefear
Slide 19: VACNO Launch: Bajaj Coco Onion for 2X faster Hair Growth
VACNO Launch : Bajaj Coco Onion for 2X faster Hair Growth bajaj coNsuMERCARE ------------------------ Hair Growth in 4 weeks 2X • Amongst the newest ingredients preferred by X consumers, especially younger consumers • Time Tested and Trusted ingredient • Stimulates hair Growth Untreated Hair Bajaj C
Slide 20: Bajaj Coco Onion Campaign
Bajaj Coco Onion Campaign Bajaj Coco Onion hair oil campaign featuring Ileana D Cruz started from 15th April 2022 Campaign has TV + Digital + In Store visibility Components Bajaj Consumer Care 19
Slide 21: Amla Coconut Portfolio: Ramping Up Quarter By Quarter
Amla _ __ &_ Coconut ___ Portfolio ___ : Ramping ____ Up_ Quarter ___ By_ Quarter _ _ _ _ bajaj coNSUMERCARE Amla Portfolio • Amla Portfolio in Q4 has continued to ramp up • Share on Amla Portfolio has hit 3% in Q4, with Sarson Amla at 0.3% • Focussed brand led initiatives and distribution drives pl
Slide 22: Almond Drop Extension - New Products to Drive Premium Imagery
Almond Drop Extension - New Products to Drive Premium Imagery - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE ALMOND DROPS HAS A SEAMLESS FIT ACROSS HAIR + SKIN CARE • Almond and Vitamin E - Perceived by consumers to be : ❖ Highly beneficial for Hair and Skin ❖ Premium and not just k
Slide 23: Natyv Soul Beauty Secrets From Faraway Lands
NATYV SO UL HAIRMASQUE HAIRSERUM PUREOIL ENRICHEDOIL = CONTACTUS BEAUTY SECRETS FROM FARAWAY LANDS
Slide 24: Natyv Soul: Beauty Secrets From Faraway Lands
Natyv - - -Soul -- : Beauty - - -Secrets --- From -- Faraway - - -Lands - - - - - - bajajcoNSUMERCARE Natyv Soul Natyv Soul is a brand of luxuriant beauty made of rare natural ingredients procured from distant corners of the world From Ghanaian Cocoa Butter to French Sea Satin™, every ingredient of
Slide 25: Natyv Soul: Products Launched, Listed on Amazon, Flipkart and Purplle
Natyv Soul : 9 Products Launched, Listed on Amazon , Flipkart and Purplle bajaj coNsuMER CARE Hair Serum : 2 Variants Hair Oil: 5 Variants French Sea Beet + Peruvian Sacha Inchi California Almond, Moroccan Argan, African Marula, Chilean Rosehip, French Apple Seed N~ TYV MIVL ··- Hair Mask : 2 Varian
Slide 26: Natyv Soul: Digital Marketing in Q4 & Beyond
Natyv Soul : Digital Marketing in Q4 & Beyond _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ baj~cONSUMERCARE Ecommerce Social Media Google Search + Influencers YouTube Posts Display - -- N ATYVMJI L ---- ·-- Hair Serum for Soft Hair I French Beauty Secret... 2.9M views • l month ago 3.7Mn Impression
Slide 27: Bajaj 100% Pure Oils
Bajaj 100% Pure Oils _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ bajaj coNSUMERCARE Only Good l..ict.l 0 0 Q0 • CTR on Amazon – 0.33% and Click to conversion is 6.34%. Good Traction on Castor which has a conversion of 9.63% • Social Media Has an Engagement Rate of 5% Bajaj Consumer Care 26
Slide 28: Business Operations
Business Operations ) , ,,,,,,
Slide 29: Key Raw Materials
Key Raw Materials Refined Mustard Oil (RMO) Price (INR / Litre) Refined Mustard Oil (RMO) 178 160 160 • Prices have corrected downwards in RMO 145 considering the good crop in India 117 124 87 89 105 • Due to the issues in supplies of other edible oils, the price correction has been lesser than expe
Slide 30: ESG Initiatives – Approach to Sustainable Packaging
ESG Initiatives – Approach to sustainable Packaging _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ baj~ cONSUMER CARE Reduce consumption of packaging material to reduce carbon footprint and GHG emissions Initiatives taken: Optimization of specifications resulting in Glass: Reduction in consumption of
Slide 31: ESG initiatives in operations
ESG initiatives in operations - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE Conservation of resources at plants • Key focus areas being reduction in usage of natural resources like water, reduction of carbon footprint and reduction in wastages • We have started work in the area of
Slide 32: GPTW Certification
GPTW Certification - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMER CARE .... bajaj coNsUMER CARE • • Great Place We did it again! To • Bajaj Consumer Care Ltd. Honoured to be certified as a Workt certified as a Great Place to Great Place To Work Certified Work© by the Great Place to for
Slide 33: Future Growth Strategies
Future Growth Strategies - - - - - - - - - - - - - - - - - - - - - - - bajaj coNSUMERCARE Leveraging on Bajaj Trust & Brand name Continuous thrust towards Premiumization of ADHO Brand Launching new products in Hair care & Skin Expanding the Hair Oil portfolio care categories Digital First Brands for
Slide 34: Financial Overview
Financial Overview
Slide 35: Expenses To Sales Trend – Standalone
Expenses To Sales Trend – Standalone - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE Material cost Employee cost ASP Other Expenses 19.0% 44.6% 17.6% 17.8% 12.1% 43.8% 9.8% 39.4% 8.6% 8.8% 10.4% 10.9% Q4FY21 Q3FY22 Q4FY22 Q4FY21 Q3FY22 Q4FY22 Q4FY21 Q3FY22 Q4FY22 Q4FY21 Q3FY22 Q4FY22
Slide 36: Financial Performance – Q4 FY22 Standalone
Financial Performance – Q4 FY 22 Standalone Particulars (In Crore) Q4-FY21 Q3-FY22 Q4-FY22 Y-o-Y Q-o-Q Sales (Value) 241.9 225.3 216.1 -10.7% -4.1% Total Operational Income 246.0 228.6 219.3 -10.8% -4.0% Gross Contribution 146.7 124.7 121.3 Total Expenses (excl Material cost) 88.6 86.5 86.0 EBITDA 6
Slide 37: Financial Performance – FY22 Standalone
Financial Performance – FY 22 Standalone Particulars (In Crore) FY21 FY22 Y-o-Y Sales (Value) 898.0 865.5 -3.6% Total Operational Income 914.6 878.4 -4.0% Gross Contribution 568.5 495.7 Total Expenses (excl Material cost) 336.3 324.8 EBITDA 248.8 183.8 -26.1% Other Income 34.5 38.6 Depreciation 5.8
Slide 38: Balance-sheet - Standalone
Balance-sheet - Standalone Particulars (INR Crore) FY21 FY22 Particulars (INR Crore) FY21 FY22 ASSETS EQUITY AND LIABILITIES Non-Current Assets Equity Property, Plant & Equipment 40.8 45.2 Share Capital 14.8 14.8 Capital Work in progress 7.1 1.4 Other Equity 766.7 824.4 Other Intangible Assets 2.0 1
Slide 39: Disclaimer
Disclaimer - - - - - - - - - - - - - - - - - - - - - - - bajajcoNSUMERCARE No representation or warranty, express or implied, is made as to, and no reliance should be placed on, the fairness, accuracy, completeness or correctness of the information or opinions contained in this presentation. Such in
Slide 40: Thank You
bajaj CONSUMER CARE Thank You
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