Sheela Foam


Whereas the promoters’ average cost of acquisition is just 33 paise or less, they want a valuation of Rs 730 from the public.

The company’s long standing track, brand popularity, impressive current working, healthy financials notwithstanding, post-demonetization slowdown, weakening rupee, low margin business, rebounding petrochemical prices, etc., may cause some discomfort in the near term. Will the promoters, who have closely held their business for 45 long years and now going public for the first time to sell their own stake, care to reward investors on such steep valuation? If the 85-year-old three-term Lok Sabha Member-promoter can do that, she will stand apart from other politician-businessmen.

OFFER AT A GLANCE

Name

Sheela Foam Ltd

Public Offer

Offer for Sale of 69.86 lakh to 75 lakh shares 

Offer % on Total Equity

14.32% to 15.37%

Post-IPO Promoter Stake

84.63% to 85.68%

Offer Price (FV 5)

Rs 680-730

Offer Amount

Rs 510 cr    

Application Quantity

20 & Multiples of 20

Bid/Offer Opens

November 29, 2016

Bid/Offer Closes

December 1, 2016

Share Allotment

December 6, 2016

Refund Process

December 7, 2016

Demat Credit

December 8, 2016

Share Trading

December 9, 2016

Listing at

BSE and NSE

IPO Rating

Nil

Book Running Lead Managers

Edelweiss Financial, ICICI Securities

Registrars

Link Intime

 

The IPO

The present IPO is an `offer for sale’ of Rs 510 cr from promoter company, Polyflex Marketing Private Ltd. On the price band of Rs 680-730, the quantum of the offer works out to 69.86 lakh to 75 lakh shares Rs 5 each. Investors should apply for a minimum of 20 shares and multiples of 20 thereafter. The IPO would constitute 14.32 to 15.37% of the paid up capital of the company (Rs 24.39 cr). Post-offer, the promoters and their associates would hold between 84.63% and 85.68% of the equity. Edelweiss Financial and ICICI Securities are acting as book running lead managers to the offer.   

 

IPO Object

The main object of the present offer is to facilitate the promoters to encash a part of their holdings and also to list the shares on the stock exchanges.

 

Pedigree

The New Delhi-registered Sheela Foam Ltd (SFL), though new to the investing public, is having a long standing record of four and a half decades.  SFL is marshaled by the mother-son duo Sheela Gautam (85) and Rahul Gautam (64) who has transformed the company from a small foam producing unit to the position of a leading manufacturer of mattresses and technical PU Foam in India. Whereas the mother directly holds 36% equity in the company, the son is having 20.41%.   

Sheela Gautam, currently designated as Chairperson Emeritus of the company holds a bachelor’s degree in arts from Lucknow University. She was reportedly a member of the Lok Sabha from 1991 to 2004. Rahul Gautam, who has been associated with the company since 1971 and designated as Managing Director since April 1996, holds a bachelor’s degree in technology (chemical engineering) from the Indian Institute of Technology, Kanpur and a master’s degree in science (chemical engineering) from the Polytechnic Institute of New York. He is currently Chairman Emeritus of the Indian Polyurethane Association.

The second largest shareholder of SFL is Polyflex Marketing Private Ltd (27.75% or 13,537,674 shares). This `promoter-company’ is currently offering about 14-15% (70-75 lakh shares to public. Interestingly, though designated as one of the promoters of SFL and also the entire equity is held by Rahul Gautam’s family, Polyplex is not considered as a group company of the promoters! Polyflex is enabled under its memorandum of association to acquire, create, develop, promote, hire, lease, sell brand names monograms, logos trademarks by way of advertisements and promotional activities relating to all kinds of foam, rubber, synthetic, rexine, plastic and textile products and to carry on business of buying, selling, importing, exporting, packaging marketing and dealing in items of polyurethane foam, latex foam, rubberized coir, etc. However, as per the offer document, Polyflex is currently engaged in trading of mattresses and foam.

SFL has attained its present enviable size (Rs 1700 cr consolidated revenue) through both organic and inorganic routes. Incorporated in 1971, SFL commenced production in its Sahibabad facility in 1972 and launched the `Feather Foam’ brand. In 1994 the company introduced the `Sleepwell’ brand. During 1996-97 it set up manufacturing facilities at Silvassa and Hyderabad. The company started rubberized coir production in Pondicherry and Sahibabad in the year1997-98. The company’s Greater Noida facility was set up in 2001. In 2003 SFL acquired/amalgamated Auora Foams P Ltd, Feather Foam Enterprises P Ltd, Soft Foam Industries P Ltd and Pallavi Foam Industries P Ltd besides setting up its facility in Sikkim.

In 2005 SFL incorporated a wholly owned subsidiary, Joyce, in Australia to acquire the business of Joyce Corporation ltd, Joyce Indpac Ltd and Marfoam Pty Ltd. In 2010 it introduced variable pressure foaming technology in Joyce. In 2011 SFL set up its Erode facility and also amalgamated Serta India P Ltd. Four more companies viz. SNB Bedding International P Ltd, Starlite India P Ltd, RG Pillow (India) P Ltd and Auora Foams P Ltd merged with SFL in the year 2013.

 

Operational Track

Having commenced operations in 1972, SFL currently owns and operates 11 manufacturing facilities in India for manufacturing home comfort products. Five of these facilities also manufacture PU Foam. The facilities located in Greater Noida, Talwada and Hyderabad are reportedly ISO:9001 certified. The company’s domestic installed capacity of foam currently stands at 123,000 TPA. In addition to SFL’s local production, Joyce operates five units in Australia manufacturing PU Foam primarily through variable pressure foaming technology with an aggregate capacity of 10,500 TPA.

Over the last two decades, SFL has developed Sleepwell as an overarching brand associated with comprehensive and quality home-comfort solutions. The recall of the brand has been established by an extensive suite of products that range from baseline bedding and furniture cushioning material to ergonomically tailored offerings. As on September 30, 2016, SFL’s pan-India distribution network consists of over 100 exclusive distributors, over 2,000 exclusive retail dealers and over 2,500 multi-brand outlets. In addition, the company sells technical foams in India directly to manufacturers in the industries and also exports technical foams to countries in the Middle East, South Asia and Europe and Australia, the United States, Brazil and Argentina.

As regards SFL’s financial performance, between fiscals 2012 and 2016, the company’s consolidated net revenue grew from Rs 1,045 cr to Rs 1,550 cr, representing a CAGR of 10.4%, EBITDA surged from Rs 67 cr to Rs 210 cr at a CAGR of 32.8% and profit after tax leapt from Rs 8 cr to Rs 105 cr, registering a CAGR of 91.3%. This indeed looks attractive against an equity base of less than Rs 25 cr and a net block of about Rs 300 cr. The company’s profitability has remarkably improved in last two years thanks to the ease in petrochemical prices. While sales registered a steady growth, material cost dropped from 60% to 51% during this period as the cost of main raw materials Polyol and TDI declined from Rs 149 and Rs 164 to Rs 106 and Rs 110 respectively.

SHEELA FOAM’S CONSOLIDATED PERFORMANCE

(Amt in Lakh)

Sep-16

Mar-16

Mar-15

Mar-14

Mar-13

Mar-12

REVENUE

79550

154,999

141,767

127,109

114,902

104,490

EBIDTA

12,230

20,977

11,223

8,586

10,664

6,737

OPER MARGIN%

14.3

12.4

7.2

6.7

8.2

5.9

OTHER INCOME

825

1,681

1,058

56

1,244

591

INTEREST

550

1,167

1,619

1,916

2,312

2,427

DEPRECIATION

1,438

2,927

2,795

3,000

3,145

2,520

PRE-TAX PROFIT

9,417

15,202

5,751

3,614

3,963

1,200

TAX

3117

4,749

1,365

743

630

104

NET PROFIT

6,595

10,479

4,267

2,784

3,085

782

EQUITY

2,439

1,626

1,626

1,626

1,626

1,620

RESERVES

38,025

32,217

22,878

18,030

15,326

12,156

RAW MAT. COST

41,478

80,888

85,501

76,932

   

POLYOL COST

17,365

37,130

40,741

34,561

   

TDI COST

10,154

17,434

21,105

20,988

   

POLYOL PRICE/KG

106

126

149

137

   

TDI PRICE/KG

139

111

150

164

   

 

Valuation

SFL has fixed the IPO price band at Rs 680-730 for a share of Rs 5 paid up. At the higher end (Rs 730), the company’s fiscal 2016 earnings are discounted about 27 times and net worth about 8 times. Compared to the valuation of some of the recent IPOs, SFL’s P/E does not look very steep but, will it sustain and yield adequate returns is a moot point. How does SFL compare with industry peers? “None of the listed companies in India are engaged in our line of business”, claims SFL’s offer document. This truly exposes the knowledge and understanding of the merchant bankers!   

Though may be smaller in scale of operation, a couple of mattress manufacturers are already listed on the stock exchanges. South-based more than five-decade-old MM Rubber (maker of the brand `MM Foam’), despite coming from the stable of the most valued stock in the country today (MRF), had only about Rs 20 cr revenue last year and its market cap is just Rs 8 cr discounting its recent earnings 17 times. Gujarat-based 29-year-old Tirupati Foam, maker of “Sweet Dream” brand of mattresses, logged a turnover of Rs 87 cr last year against which its market cap amounts to only Rs 18 cr discounting its earnings a little more than 11 times. Tirupati’s current price (around Rs 40) carries an attractive dividend yield of 5%. Considering these, SFL’s valuation certainly looks very steep.

 

COMPANY

M-CAP

EQ

SALES

P/FV

P/E

P/BV

OPM

YLD

PRICE

 

(Rs Cr)

(x)

(%)

(Rs)

Tirupati Foam

18

4

74

4.0

11.3

0.9

11.6

5.0

40

MM Rubber

8

1

20

7.6

17.1

13.4

5.2

0

15

Sheela Foam-Hi

3561

24

1550

146

27.0

8.8

14.3

0

730

    -Low

3317

24

1550

136

25.1

8.2

14.3

0

680

 

Concern

  • Promoters are new to investors and their distribution policy is yet to be gauged. Related party transactions raise doubts about their future commitment towards public shareholders.
  • Entire public issue proceeds are going to the promoters’ kitty and the company would not get anything other than the listing benefits.
  • Low operating margin – profitability seems to have peaked out from the down turn of the oil prices. Any further rise in crude prices will impact the margin.
  • Since nearly a half of the raw material is imported, the weakening of Rupee is bound to curtail the margin cushion enjoyed last couple of years.
  • Public company has spent more than Rs 200 cr on brand promotion in last five years but, the trade mark is owned by a private company of the promoters.
  • Though in operation for more than four decades, the company has not paid any dividend in last five years.
  • Cost of holding of the promoters is too negligible as compared to the public offer price. Hence, post lock-in-period, one may not rule out the possibility of selling pressure from the promoter group.     

 

Lead Manager’s Track

SFL’s IPO is handled by two investment bankers whose track record is none too impressive. In the case of Edelweiss, current year has proved to be relatively better though the longtime record is far from satisfactory. Of the 35 IPOs handled by Edelweiss in last 10 years as many as 21 are currently quoting below the offer value. Overall Edelweiss helped to tap Rs 33245 cr whose current market value is only Rs 28371 cr that is a loss of 15%. Of the six IPOs managed by the investment banker in 2015, as many as four are languishing below the offer price after one year. Incidentally the last IPO handled by the investment banker this year too is currently going at a discount of 14%!

EDELWEISS-ASSOCIATED PUBLIC ISSUES IN TEN YEARS

  

ISSUER

IPO

IPO

IPO

CURNT

GAIN

 

(AMT in Cr)

DATE

PRICE

VALUE

PRICE

VALUE

AMT

%

1

ICICI Prudential

19-Sep-16

334

6057

289

5238

-819

-14

2

Thyrocare Tech

27-Apr-16

446

479

626

672

193

40

3

Equitas Holdings

5-Apr-16

110

2177

149

2952

776

36

4

Healthcare Global

16-Mar-16

218

650

258

770

121

19

5

Alkem Labs

8-Dec-15

1050

1350

1674

2151

802

59

6

Coffee Day Enter

14-Oct-15

328

1150

200

702

-448

-39

7

Sadbhav Infra

31-Aug-15

103

492

84

402

-89

-18

8

Prabhat Dairy

28-Aug-15

115

365

101

321

-44

-12

9

Navkar Corp

24-Aug-15

155

600

170

657

57

10

10

Inox Wind

18-Mar-15

325

1037

178

568

-469

-45

11

Monte Carlo

3-Dec-14

645

350

395

215

-136

-39

12

Sharda Cropchem

5-Sep-14

156

352

372

840

488

139

13

Wonderla Holidays

21-Apr-14

125

181

323

469

288

159

14

MCX

22-Feb-12

1032

663

1238

795

132

20

15

Future Consumer

25-Apr-11

10

750

20

1489

739

99

16

MOIL

26-Nov-10

375

1260

302

1015

-245

-19

17

Claris Lifesciences

24-Nov-10

228

288

239

302

14

5

18

Commercial Eng

30-Sep-10

127

172

13

17

-155

-90

19

Electrosteel Steel

21-Sep-10

11

248

3

63

-185

-75

20

Hindustan Media

5-Jul-10

166

270

269

437

167

62

21

Mandhana Ind

27-Apr-10

130

108

23

19

-89

-82

22

NMDC

10-Mar-10

300

9967

114

3786

-6181

-62

23

United Bank

23-Feb-10

66

330

21

106

-224

-68

24

Man Infra

18-Feb-10

50

142

36

102

-39

-28

25

Ksk Energy

23-Jun-08

240

831

21

74

-757

-91

26

GSS Infotech

11-Feb-08

400

140

24

9

-131

-94

27

eClerx Services

4-Dec-07

158

101

1458

935

834

826

28

Kolte-Patil Develop

19-Nov-07

145

276

89

169

-107

-39

29

Renaissance Jewel

19-Nov-07

150

80

127

68

-12

-15

30

Take Solutions

1-Aug-07

73

1533

124

2594

1061

69

31

Meghmani Organics

4-Jun-07

19

102

36

192

90

88

32

MIC Electronics

30-Apr-07

30

383

13

171

-212

-55

33

Orbit Corporation

20-Mar-07

55

100

4

8

-92

-92

34

C & C Constructions

5-Feb-07

291

124

15

6

-118

-95

35

Cineline India

18-Jan-07

155

138

65

58

-81

-58

 

35 IPO COMPOSITE

 

 

33245

 

28371

-4874

-15

 

The track record of ICICI Securities is a shade better than Edelweiss. The 57 IPOs with whom ICICI Sec had associated in last 10 years raised an aggregate amount of Rs 97,858 cr whose market value is nearly 5% less today. As many as thirty two IPOs managed by ICICI Sec are currently quoting below the offer price. Of the eleven IPOs of 2016, four including the last two are languishing below the offer value.

ICICI SECURITIES-ASSOCIATED PUBLIC ISSUES IN TEN YEARS

 

(Amt in Cr)

IPO

IPO

IPO

CURNT

GAIN

  

ISSUER NAME

DATE

PRICE

VALUE

PRICE

VALUE

AMT

%

1

HPL Electric

22-Sep-16

202

361

82

146

-215

-60

2

ICICI Prudential Life

19-Sep-16

334

6057

289

5238

-819

-14

3

RBL Bank

19-Aug-16

225

1213

344

1854

641

53

4

Advanced Enzyme

20-Jul-16

896

412

1834

843

431

105

5

Larsen & Toubro Info

11-Jul-16

710

1243

599

1048

-195

-16

6

Quess Corp

29-Jun-16

317

400

596

751

351

88

7

Ujjivan Financial Ser

28-Apr-16

210

883

324

1363

480

54

8

Thyrocare Tech

27-Apr-16

446

479

626

672

193

40

9

Equitas Holdings

5-Apr-16

110

2177

149

2952

776

36

10

Quick Heal Tech

8-Feb-16

321

451

226

318

-134

-30

11

Teamlease Services

2-Feb-16

850

424

850

424

0

0

12

Sadbhav Infra

31-Aug-15

103

492

84

402

-89

-18

13

Manpasand Bever

24-Jun-15

320

400

611

764

364

91

14

PNC Infratech

8-May-15

76

488

111

720

231

47

15

VRL Logistics

15-Apr-15

205

468

261

596

128

27

16

Shemaroo Entertain

16-Sep-14

170

120

326

230

110

92

17

Wonderla Holidays

21-Apr-14

125

181

323

469

288

159

18

Bharti Infratel

11-Dec-12

220

4156

359

6786

2630

63

19

Power Finance Corp

10-May-11

102

4660

124

5704

1044

22

20

Future Consumer

25-Apr-11

10

750

20

1489

739

99

21

Muthoot Finance

18-Apr-11

175

901

296

1526

625

69

22

PTC India Financial

16-Mar-11

28

439

36

561

122

28

23

Punjab & Sind Bank

13-Dec-10

120

480

49

195

-285

-59

24

A2Z Infra Engg

8-Dec-10

400

776

38

74

-703

-91

25

Shipping Corp

30-Nov-10

140

1186

57

483

-703

-59

26

Claris Lifesciences

24-Nov-10

228

288

239

302

14

5

27

Power Grid Corporat

9-Nov-10

90

7576

184

15497

7921

105

28

Commercial Eng

30-Sep-10

127

172

13

17

-155

-90

29

Engineers India

27-Jul-10

290

977

275

926

-51

-5

30

Parabolic Drugs

14-Jun-10

75

200

7

19

-181

-91

31

Jaypee Infra

29-Apr-10

102

2274

7

156

-2118

-93

32

Nitesh Estates

23-Apr-10

54

405

10

74

-331

-82

33

Shree Ganesh Jewel

19-Mar-10

260

371

5

7

-364

-98

34

Rural Electrificat

19-Feb-10

102

3486

129

4438

951

27

35

NTPC

3-Feb-10

201

8287

154

6357

-1929

-23

36

Godrej Properties

9-Dec-09

245

462

300

565

103

22

37

JSW Energy

7-Dec-09

100

2698

54

1466

-1232

-46

38

Shriram EPC

29-Jan-08

330

165

31

16

-149

-91

39

Onmobile Global

24-Jan-08

225

491

79

173

-318

-65

40

Reliance Power

15-Jan-08

281

11700

39

1639

-10061

-86

41

Manaksia

17-Dec-07

160

248

49

76

-172

-69

42

Brigade Enterprises

10-Dec-07

390

704

166

299

-405

-58

43

Adani Port

1-Nov-07

88

1771

261

5243

3472

196

44

K.P.R.Mill

2-Aug-07

225

133

1083

640

507

381

45

Central Bank Of Indi

24-Jul-07

102

816

79

633

-183

-23

46

Omaxe

17-Jul-07

247

552

155

347

-204

-37

47

HDIL

28-Jun-07

389

1485

56

215

-1270

-86

48

BEML

27-Jun-07

1075

527

785

384

-142

-27

49

ICICI Bank

19-Jun-07

188

8898

263

12465

3566

40

50

DLF

11-Jun-07

525

9188

111

1943

-7245

-79

51

Binani Cement

7-May-07

75

154

91

186

32

21

52

Indian Bank

5-Feb-07

91

782

246

2117

1335

171

53

Firstsource Solution

29-Jan-07

64

444

35

244

-200

-45

54

TV18 Broadcast

15-Jan-07

50

525

36

373

-152

-29

55

Tanla Solutions

11-Dec-06

133

842

38

241

-601

-71

56

Sobha

23-Nov-06

640

576

256

230

-345

-60

57

Lanco Infratech

6-Nov-06

24

1067

4

157

-910

-85

 

57 IPO COMPOSITE

 

 

97858

 

93051

-4807

-4.9


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