Company Profile
Incorporated in 1995, Mrs. Bectors Foods Specialties (MBFSL) is one of the leading companies in the premium and mid-premium biscuits segment and the premium bakery segment in North India. It manufactures and markets a range of biscuits such as cookies, creams, crackers, digestives and glucose under their flagship brand ‘Mrs. Bector’s Cremica’. They also manufacture and market bakery products in savoury and sweet categories which include breads, buns, pizza bases and cakes under its brand ‘English Oven.
MBFSL has manufacturing units at six locations, namely Phillaur (Punjab), Tahliwal (Himachal Pradesh), Rajpura (Punjab), Greater Noida (Uttar Pradesh), Mumbai (Maharashtra), and Bengaluru (Karnataka). The company operates in the consumer segment through its network of distributors and retailers, besides supplying to export markets and catering to institutional customers. Company supplies its products to retail consumers in 28 states within India, as well as to reputed institutional customers with pan-India presence and to 64 countries across six continents.
According to Technopak Report, ‘Mrs. Bector’s Cremica’ is one of the leading biscuit brands in the premium and mid-premium segment in Punjab, Himachal Pradesh, Jammu and Kashmir and Ladakh and ‘English Oven’ is the one of the largest selling brand in the premium bakery segment in Delhi NCR, Mumbai and Bengaluru. They are the largest supplier of buns in India to reputed QSR chains such as Burger King India Limited, Connaught Plaza Restaurants Private Limited, Hardcastle Restaurants Private Limited, and Yum! Restaurants (India) Private Limited. They are also one of the largest suppliers of biscuits to Canteen Stores Department of Government of India (“CSD”) supplying in 33 locations across India and an approved and listed supplier for Indian Railways having strong presence across Railway Station Canteens and their stores in North India. It is one of the leading exporters of biscuits from India.
Investment Arguments
One of the leading brand in biscuits and bakery businesses in North India with an ability to establish brands
MBFSL is one of the leading companies in the premium and mid-premium biscuits segment in North India and sell our products under our flagship brand ‘Mrs. Bector’s Cremica’. They are among the top two Indian biscuit manufacturers in the premium and mid-premium biscuits segment in Punjab, Himachal Pradesh, Ladakh and Jammu and Kashmir. Company has developed the brand ‘English Oven’ for its bakery products business. English Oven’ is currently one of the fastest growing large scale bakery brands in India and is one of the largest selling brands in the premium bakery segment in Delhi NCR, Mumbai and Bengaluru.
Capacity expansion to drive growth
MBFSL is enhancing capacity in both product segments – biscuits as well as bakery. For the biscuit segment, the company is putting up two additional lines at the Rajapura factory in Punjab. Additionally, the company will set up a Greenfield plant in Dhar, Madhya Pradesh, which is expected to commence production in FY25.
For the bakery business, MBFSL is setting up capacity at Bhiwadi in Rajasthan. It would commence production in Q2FY24. The company is also expanding capacity at its current plant in Khopoli, Maharashtra, and it is expected to commence in FY25. Capex lined up in two of its key segments could drive strong business performance for Bectors foods in coming quarters.
Enhancing distribution reach to gain market share
MBFSL is strengthening its distribution presence by adding more feet on the street (building teams to expand network), incorporating digital tools in the distribution system to increase the efficiency and throughput as well as conducting training programmes to enhance the effectiveness of the sales force.
In the key biscuit segment, MBFSL is on track to double its direct retail outlet reach to 3.2 lakh by the end of FY24. The company’s indirect reach (including reselling by existing distribution network), viz., total customer touch points, is likely to be about 7 lakh by the end of FY24. Apart from deepening presence in its stronghold – the northern markets – MBFSL plans to strengthen presence in western and southern India by venturing into at least 10 big cities in the next fiscal.
For the bakery segment, MBFSL is enhancing reach in areas adjoining its current locations. The company is also strengthening presence in the western and southern states.
Apart from the domestic market, MBFSL is also tapping export destinations for the biscuit segment. The company plans to increase penetration in the select markets of South, Central and North America, MENA (Middle East and North Africa) and the Australian market.
Diversified business presence and established relationships with renowned clients
MBFSL’s ‘English Oven’ and ‘Cremica’ brands are well recognized in the organized bakery/biscuits industry and enjoy a strong presence and customer acceptance, especially in northern India. Further, the company has a diversified product portfolio in bakery and biscuit segments, with a strong distribution reach and network of distributors, super stockists and retail outlets across the country. The company has also established a diversified manufacturing footprint, with six units in five states. In addition, MBFSL manufactures biscuits under private labeling for Mondelez and other international clients, and supplies buns to institutional clients like McDonalds, KFC, Burger King, etc. Established relationships with a reputed client base ensure regular business, thereby providing steady revenues.
Q1FY24 Financial Performance
Bectors foods delivered healthy earnings growth in Q1FY24 with a beat across all key parameters. Consolidated net sales rose 24% to Rs.374 cr YoY driven by strong traction in both the segments namely biscuits and bakery. Biscuit segment revenue for Q1FY24 stood at 223 Cr against 178 Cr in Q1FY23, thus registered a growth of 25% compared with Q1FY23 including domestic & export biscuit segment. Bakery segment revenue for Q1FY24 stood at 135Cr against 107Cr in Q1FY23, thus registered a growth of 26% compared with Q1FY23 including retail bakery and institutional segment. Both Retail (65%) & Institutional (35%) Bakery has grown by higher double digit in Q1FY24 as compared to same period last year. Consolidated EBITDA grew 85% YoY to 57.9 Cr and margin expanded to 15.5% (509 bps) YoY due to moderation in input cost and operating leverage. Consolidated PAT grew 174% YoY to 34.9 Cr and margin expanded 508 bps to 9.3% YoY aided by healthy topline growth and solid operational performance.
Key Risks & Concerns
Exchange rate fluctuations – The Company is exposed to foreign currency exchange rate fluctuations, which may impact its profitability.
Intense competition from local and other established players – In the breads segment, the company faces stiff competition from local/regional as well as national players as the market remains a fragmented one. In the biscuits segment as well, the company faces stiff competition from established brands like Britannia, Anmol Industries, Mondelez, Parle and ITC, to name a few, given its focus on the mid-premium and premium categories.
Increase in raw material prices– Given the intense competition in the segments in which the company operates, it is not possible to immediately and fully pass on any cost increases. As a result, MBFSL’s operating profitability remains vulnerable to major changes in raw material prices. This was witnessed in the past fiscal wherein a sharp increase in the prices of palm oil (one of the key raw materials used in manufacturing biscuits), sugar, flour etc. affected its operating margins.
Outlook & Valuation
FY23 was a remarkable year for Mrs. Bectors Food Specialties Ltd led by product portfolio optimization & premiumization efforts coupled with strengthening brand equity, increase in distribution touch points, enhanced direct reach and responsible pricing actions aided in offsetting the ongoing pressure from consistent inflation during the year.
We believe capacity expansion, strengthening the distribution reach, and use of technology in distribution would enable the company to outpace the industry growth over the medium to long run. While MBFSL has a relatively strong presence in the northern market, it has a huge potential to grow in other areas and the company is tapping it by establishing manufacturing footprint in different locations (western and central India) as well as appointing new distributors. New product launches as well as premiumisation of product portfolio are additional growth triggers for MBFSL.
At CMP of Rs.1077, the stock is trading at a P/E of 27x its FY26E (EPS – Rs.39.8). Hence we recommend a BUY on the stock.