Greenchef Appliances Limited · NSE:GREENCHEF
Greenchef Appliances — IPO Roadshow (2023)
41 slides from Greenchef Appliances's IPO roadshow presentation, 2023
Slide 1: Greenchef Appliances Limited Investor Presentation
GREENCHEF APPLIANCES LIMITED INVESTOR P R E S E N TAT I O N Book Running Lead Manager PRIVATE & CONFIDENTIAL Hem Securities
Slide 2: Greenchef at a Glance
GREENCHEF AT A GLANCE 20+ years 20+ Categories of Home & Total Kitchen 300+ sku’s of existence Kitchen Appliances Appliances Solutions 4 Manufacturing Units Awarded Best Home & 5 C&F Agents Sales Channels with successful Kitchen Appliances 450+ Distributors - General Trade (GT) Backward Integration
Slide 3: Industry Overview
INDUSTRY OVERVIEW CO NS U M E R DU R A B L E I N DU ST RY KITCHEN APPLIANCES - PRODUCT WISE MARKET SHARE IN % BROWN GOODS KETTLE RICE WHITE GOODS KITCHEN APPLIANCES CONSUMER ELECTRONICS 4.0% COOKER 7.0% Air Conditioners, LARGE SMALL Consumer Electronic INDUCTION Refrigerators, APPLIANCES APPLIANCES
Slide 4: Industry Overview
INDUSTRY OVERVIEW The Global Kitchen Indian Kitchen Appliances Market Production trend of kitchen Appliances market size is Estimation and Forecast Analysis, appliances industry approximately USD 250 billion 2022 - 2026 (in Value) in 2022 & projected to grow .1% 026 ) 15 2933 at 4%-5% CAGR by 2027.
Slide 5: Industry: Gas Stoves & Hobs
INDUSTRY GAS STOVES & HOBS Brand Share Analysis Gas Stove & Hobs The Gas Stove and Hobs market is expected to grow at a CAGR of 16.3% in the period of 2022-2026 in terms 13.25% of value. Supportive Government 9.66% initiatives in clean cooking and use of LPG is surging use 6.81% of Gas Stoves and Ho
Slide 6: Industry: Small Cooking Appliances
INDUSTRY SMALL COOKING APPLIANCES Production of electric Production of electric cooking Products cooking appliances appliances & pressure cooker (’000 nos) witnessed 6% y-o-y growth • Pressure Cookers in the year 2022 in terms of • Mixer Grinder 334 261 339 • Non-stick appliances volume, surpassing
Slide 7: Industry: Pressure Cookers
Market Size (by Value) Brand Share Analysis .5% 11.4% 026) 14 577 2.08% 2022-2 CAGR ( 496 INDUSTRY 431 379 VALUE (USD MILLION) 336 14.35% PRESSURE 296 7.44% COOKER 2021 2022 2023 2024 2025 2026 12.05% 34.58% PRESSURE COOKERS Source: CareEdge Research, Research Dive 29.51% Channel Wise Distribution (
Slide 8: Industry: Mixer Grinder
Market Size of Mixer Grinder 1,207.7 9% - 2 0 2 6) 15. 1,026.5 INDUSTRY (2022 CAGR 881.8 Brand Share Analysis Mixer Grinder 765.1 USD MILLION 670.1 592.0 MIXER GRINDER 2021 2022 2023 2024 MIXER GRINDER 2025 2026 1.55% 18.42% Channel Wise Distribution of Mixer Grinder by Value 5.33% 38.70% 845.4 11.8
Slide 9: Brand Share Analysis
BRAND WET NON STICK GRINDER COOKWARE PREETHI TTK PRESTIGE SHARE BUTTERFLY WONDERCHEF 19.34% GANDHIMATHI APPLIANCES GREENCHEF 25.66% ANALYSIS 12.34% GREENCHEF HAWKINS 61.93% 1.86% 52.57% OTHERS BRANDS OTHERS BRANDS 6.39% 13.04% 6.87% INDUCTION RICE COOKTOP KETTLE COOKER PRESTIGE BAJAJ ELECTRICALS PAN
Slide 10: Industry Demand Drivers
INDUSTRY DEMAND DRIVERS Increasing Urbanisation Favorable demographics Consumer Behaviour Growing disposable Urban population ncreased and increasing domestic Consumers demand e-commerce income from 403 million (31.6% of customer base products that are value for penetration From 2013 to total popula
Slide 11: Government Initiative & Policies
GOVERNMENT INITIATIVE & POLICIES Make in India Initiative • Pradhan Mantri Ujjwala Yojana (PMUY) Rs 8000 crore had been earmarked for providing five crore LPG connections to Below Poverty Level (BPL) households. • Deen Dayal Upadhyaya Gram Jyoti Yojana • Pradhan Mantri Sahaj Bijli Har Ghar Yojana • S
Slide 12: About the Company
Incorporated in 2010, engaged in the business of Manufacturing and Marketing of wide range of kitchen appliances under the brand name of Greenchef. ABOUT THE C MPANY The Company is headquartered in Bengaluru, & has 3 Manufacturing plants in Karnataka & 1 in Parwanoo, Himachal Pradesh. Hem Securities
Slide 13: Key Milestones
KEY MILESTONES Year Key Events / Milestone / Achievements 2010 Incorporation of Company as “Greenchef Appliances Limited” 2013 Commenced trading in kitchen appliances 2015 Commenced manufacturing of Kitchen Appliances at Factory Unit 1 situated at Peenya Industrial Area 2018 Commenced manufacturing
Slide 14: Optimized Product Range
OPTIMIZED PRODUCT RANGE TO MEET CUSTOMER SATISFACTION Hem Securities Ltd. | www.greenchef.in 14 | PRIVATE & CONFIDENTIAL
Slide 15: Gas Stoves and Pressure Cooker
GAS STOVES • 2 varieties - Glass Top & PRESSURE Stainless Steel - in combination of 1,2,3,4 Burners COOKER • Stainless Steel, Aluminum, Hard • Brass Burners for even flame Anodized Pressure Cookers distribution & Pan support available in various sizes ranging • ISI Certified & have 2 years from 1.5 li
Slide 16: Mixer Grinder and Wet Grinder
MIXER GRINDER WET • Solutions for mixes, kneads, GRINDER mashes and blends with • Fast & Fine scrapper that features like: speed control kneads smooth dough with incher, automatic • Features like: powerful overload CB Switch, Stainless motor of upto 150W, steel Jars & polished blade. detachable stai
Slide 17: Electric Rice Cooker and Induction Cooktop
ELECTRIC INDUCTION RICE COOKER COOKTOP • Available in various • Induction or Infrared capacities ranging Cooktops are made of from 0.3 litres to 2.8 black crystal top plates litres with a and are used for grilling & warranty of 5 years barbeque, quick heating, • As of 31/12/2022-5 frying & boiling e
Slide 18: Kettle, Nonstick Cookware, Trolley, Hose Pipes
GAS CYLINDER TROLLEY KETTLE NONSTICK HOSE COOKWARES PIPES • Sub-category of Nonstick Cookwares includes (i) Flat Tawa, (ii) Kadai, (iii) Fry pan, (iv) Concave Tawa, (v) • TRADE IN OTHER APPLIANCES Paniyarakkal, (v) Biryani pot. INCLUDING • Comes in various designs i Chimney like flat shaped, concave
Slide 19: Widespread Distribution Network
STATE NAME AS OF DECEMBER 31,2022 WIDESPREAD DISTRIBUTION DISTRIBUTORS C&F AGENTS UTTAR PRADESH 114 1 TAMIL NADU 61 - BIHAR MAHARASHTRA KERALA 43 30 25 1 1 - NETWORK 5 strategically located C&F agents in the ANDHRA PRADESH 23 - States of Rajasthan Maharashtra, Uttar HIMACHAL PRADESH 21 - Pradesh, Gu
Slide 20: Quality Certification
QUALITY CERTIFICATION Hem Securities Ltd. | www.greenchef.in 20 | PRIVATE & CONFIDENTIAL
Slide 21: Manufacturing Capabilities with Efficient Backward Integration
MANUFACTURING CAPABILITIES WITH EFFICIENT BACKWARD INTEGRATION TO WATCH PLANT VIDEO 3 Manufacturing FOR THE PERIOD ENDED DECEMBER 31, 2022 FY 21-22 Major Plant & Machinery – units in Karnataka PARTICULARS INSTALLED ACTUAL CAPACITY INSTALLED ACTUAL CAPACITY • Hydraulic Power Press & 1 in Parwanoo, CA
Slide 22: Backward Integration
BACKWARD INTEGRATION WITH FOCUS ON MARGIN IMPROVISATION IN HOUSE MANUFACTURING GRINDERS: Mixi Motors & Jars PRESSURE COOKERS: Weight Valve & GAS STOVES: Railing pipe, Mixing Vent tube Tube, Brass Burner, Pan Support, Sheet Metal Components, Die Cast Parts & Fixtures Hem Securities Ltd. | www.greench
Slide 23: Manufacturing Process Flow Chart: Gas Stove
MANUFACTURING PROCESS FLOW CHART GAS STOVE • Sheet Cutting • Embossing Quality Check • Cutting OK Fabrication Buffing • Operation • Spot Welding • Grinding Raw Material Main Store • Body Cleaning • Levelling • Railing Pipe Fitting Packing & Assembly • Mixing Tube Fitting Final Assembly Testing Wareh
Slide 24: Manufacturing Process Flow Chart: Pressure Cooker
MANUFACTURING PROCESS FLOW CHART PRESSURE COOKER BODY OK • Circle Pressing • Broaching ( Elongation ) • Punch Cutting • Bottom Designing Quality Check • Holing Fabrication Buffing OK OK LID • Circle Pressing • Turning Operation ( Trimming ) Raw Material Main Store • Bending • Holing • GRS & GRVS Hol
Slide 25: Extensive Branding & Marketing
EXTENSIVE BRANDING & MARKETING ACTIVITIES FOR AWARENESS OF BRANDS & PRODUCTS • In-shop displays, Banners & Hoardings • Advertisements on flex boards, MDF display boards, Backlit boards, Glow sign boards, ACP boards, Flange glowing boards etc. • Social media marketing, Arch installations, Road show ma
Slide 26: Sales Metrics by State
SALES METRICS ` in Lacs % of Total % of Total % of Total % of Total State As on 31.12.22 FY 21-22 FY 20-21 FY 19-20 Sales Sales Sales Sales Tamil Nadu 3,293.35 12.92% 3,463.10 10.31% 2,513.60 10.52% 2,948.72 12.41% Karnataka 3,246.09 12.74% 5,301.15 15.79% 5,163.56 21.61% 5,362.97 22.58% Telangana 2
Slide 27: Sales Metrics by Product
SALES METRICS ` in Lacs Sr. December 31,2022 Fiscal 2022 Fiscal 2021 Fiscal 2020 Product No. Category Units Amt % of Revenue Units Amt % of Revenue Units Amt % of Revenue Units Amt % of Revenue 1 Gas Stoves 8,34,453 9,357.12 36.72% 14,17,730 13,979.04 41.63% 8,15,054 8,736.58 36.56% 1216659 9892.94
Slide 28: After Sales Service
AFTER SALES SERVICE STATE NAME SERVICE AUTHORIZED TECHNICIAN SERVICE PROVIDERS WARRANTY ANDHRA PRADESH 10 1 PERIOD FOR BIHAR 3 9 PRODUCTS CHHATTISGARH 1 3 RANGES GUJARAT 6 5 FROM HARYANA 1 1 1 YEAR TO KARNATAKA KERALA 23 27 5 5 YEARS MADHYA PRADESH 2 CRM software MAHARASHTRA 10 18 enables to track O
Slide 29: Intellectual Property Registrations
INTELLECTUAL PROPERTY REGISTRATIONS 30 Trademark Registrations in India Additional 17 Trademark Applications Filed Hem Securities Ltd. | www.greenchef.in 29 | PRIVATE & CONFIDENTIAL
Slide 30: Competition Analysis
COMPETITION ANALYSIS ` in Lacs Greenchef Appliances TTK Prestige Hawkins Cookers %XWWHUǔ\*DQGKLPDWKL Stove Kraft Key Limited Limited Limited Appliances Limited Limited** Differentiators Key Financial Nine months Nine months Nine months Nine months Nine months • Product Performance period ended perio
Slide 31: Competitive Strengths
COMPETITIVE STRENGTHS Strong manufacturing capability with efficient Backward Integration • Reduced dependence on third A one stop shop for kitchen Widespread, well connected Distribution party suppliers resulting greater solutions with a diverse Network control on the manufacturing range of product
Slide 32: Promoters and Directors
Mr. Sukhlal Jain Mr. Vikas Kumar Chairman and Whole Sukhlal Jain Time Director Whole Time Director Experience Experience 51 years, 22 years Mr. Praveen Kumar Mr. Hitesh Kumar Sukhlal Jain Jain Managing Director Whole Time Director Experience Experience 20 years 12 years Hem Securities Ltd. | www.gre
Slide 33: Growth Strategies
GROWTH STRATEGIES Increase Scale up Continue to strengthen Invest in new Continue to Capitalize on geographical branding, existing product manufacturing strive for cost increasing reach and promotional & portfolio and diversify facility and efficiency indigenization, expansion of digital activities
Slide 34: Exponential Growth in Revenue & Profitability
EXPONENTIAL GROWTH IN REVENUE & PROFITABILITY! 1, 021.55 33,578.47 1761.77 25,482.78 858.34 251.34 23,899.10 728.6 23,754.52 111.77 699.99 76.54 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 REVENUE EBIDTA PAT Hem Securities Ltd.
Slide 35: Key Ratios on Sustainable Financial Growth
KEY RATIOS ON SUSTAINABLE FINANCIAL GROWTH! 6.91% 4.01% 18.19% 12.52% 3.59% 5.05% 6.76% 2.97% 1.05% 5.78% 2.17% 2.33% 0.23% 0.47% 1.49% 4.04% 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 EB
Slide 36: More Value Creation
MORE VALUE CREATION 5.97 16.85% 12.52% 4.93% 6.76% 1.47 5.78% 2.30% 0.65 1.48% 4.04% 0.45 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 9M 31/12/22 FY 21-22 FY 20-21 FY 19-20 EPS (IN RS.) RETURN ON NET WORTH (%) RETURN ON CAPITAL EMPLOYED (%) Hem Securities Ltd. | www
Slide 37: Statement of Liabilities
STATEMENT OF LIABILITIES (Rs. In lakhs) As at the Period/Year ended Particulars Standalone Consolidated Consolidated Consolidated 31/12/2022 31/3/2022 31/03/2021 31/03/2020 A) EQUITY AND LIABILITIES 1 Shareholders' Funds (a) Share Capital 356.43 356.43 356.43 356.43 (b) Reserves & Surplus 5,705.96 4
Slide 38: Statement of Assets
STATEMENT OF ASSETS (Rs. In lakhs) As at the Period/Year ended Particulars Standalone Consolidated Consolidated Consolidated 31/12/2022 31/3/2022 31/03/2021 31/03/2020 B) ASSETS 1 Non-Current Assets (a) Property, Plant & Equipment and Intangible Assets i) Property, Plant & Equipment (i) Gross Block
Slide 39: Statement of Profit & Loss
STATEMENT OF PROFIT & LOSS (Rs. In lakhs) As at the Period/Year ended Particulars Standalone Consolidated Consolidated Consolidated 31/12/2022 31/3/2022 31/03/2021 31/03/2020 1 Revenue From Operations 25,482.78 33,578.47 23,899.10 23,754.52 2 Other Income 150.69 126.05 30.22 52.65 Total Income (1+2)
Slide 40: Issue Highlights
ISSUE HIGHLIGHTS Equity Shares 73,08,000 Equity Shares Category Allocation Stock Exchange to be listed on NSE Emerge Issue Price Band & size Lot Size Issue Period Issue Proceeds 1. Funding Capital Expenditure towards installation of additional plant and machinery. 2. Funding Capital Expenditure towa
Slide 41: Disclaimer
Book Running Lead Manager Hem Securities Ltd. 904, A Wing, Naman Midtown, Senapati Bapat Marg, Lower Parel, Mumbai-400013 Website: www.hemsecurities.com Tel No.: 022-4906-0000 Ramadhin Rane ipo.mumbai@hemsecurities.com 8976961772 DISCLAIMER This presentation or any other documentation or information