With continuous uptick in demand from the education sector as students return to the physical mode and higher exports due to rising demand from the US, India’s writing instruments industry is expected to report a revenue growth of 13-15 per cent on-year this fiscal, said a report by CRISIL Ratings. This, it added, comes on the back of a 33 per cent growth logged last fiscal. The sector will also benefit from India’s demographic dividend and increasing share of organised players, in the long term.
Operating margin will expand 150-200 basis points (bps) on-year to ~13 per cent this fiscal on account of lower raw material prices. CRISIL report further stated that capacity addition and investments towards product innovation will spur borrowings by manufacturers. But strong cash flows and balance sheets will provide an offset against incremental debt and support credit profiles.
CRISIL Ratings analysed five manufacturers accounting for half of the organised segment revenue, to report the findings.
“The demand for writing instruments has breached the pre-Covid levels, with 100 per cent return to physical mode of education from the interim online mode. Also the overall growth in the education sector driven by government initiatives such as the National Education Policy and Samagra Shiksha Scheme focusing on integrated school education from pre-school to Class XII augurs well for the writing instrument sector’s growth,” said Jaya Mirpuri, Director, CRISIL Ratings.
In the milieu, exports are expected to grow 15-20 per cent this fiscal, supported by tie-ups with international brands for sales in the US as a part of strategy to de-risk from China. Exports constitute a fourth of the sector revenues.
“Writing instruments industry will continue to enjoy strong tailwinds from India’s demographic dividend. The median age of 28 years translates to a huge pool of students and a large workforce as the manufacturing and services sectors expand,” CRISIL Ratings said.
Organised segment writing instrument manufacturers, which accounts for almost 80 per cent of the industry, will ride this upside. In the past three fiscals, the market share of organised manufacturers rose from ~65 per cent to ~80 per cent of the Rs 10,000 crore industry, CRISIL Ratings said.
“Increasing economies of scale have afforded them pricing flexibility, which has reduced the gap between branded and unbranded writing material, while providing superior quality. Unorganised manufacturers, which have relied on cost arbitrage through cheaper imports from China, have lost their edge after the implementation of the Goods and Services Tax and are unable to compete with branded manufacturers in an increasingly quality-conscious market,” the report stated.
Meanwhile, operating profitability is expected to improve 150-200 bps to ~13 per cent this fiscal given that prices of key raw materials (polypropylene for pens and lead for pencils) have slipped ~15 per cent over the past fiscal. This, it said, is significant considering raw material accounts for 60-65 per cent of their total cost. The margin improvement would be sharper but for higher distribution costs stemming from footprint expansion.
“The increased demand will push manufacturers to increase capacity and innovation. Gross block at the industry level is seen up 30 per cent on-year. Though this will increase debt levels, strong cash flows supported by healthy profitability will help sustain credit profiles. Gearing and interest coverage ratio of our sample set will remain comfortable at 0.2 time and 12.5 times, respectively,” said Rushabh Borkar, Associate Director, CRISIL Ratings.
Going forward, the report stated that any unanticipated movement in raw material prices or change in consumer patterns will bear watching.