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PC Jeweller Ltd was incorporated on April 13, 2005 as a private limited company
under the name P Chand Jewellers Private Limited'. Further, the name of the
company was changed to PC Jewellers Private Limited' on October 16, 2007 and PC
Jeweller Private Limited' on December 9, 2009. The company was converted into a
public limited company on August 2, 2011, following which the name was changed to
PC Jeweller Limited'.
PC Jeweller is a leading jewellery company in India in the organized jewellery retail
sector. It has developed a strong brand in north and central India. The company
offers a wide range of products including gold jewellery, diamond jewellery and other
jewellery including silver articles, with a focus on diamond jewellery and jewellery for
weddings.
The company operates more than 50 showrooms under the 'PC Jeweller' brand
located across 23 cities in north and central India with an aggregate area of
approximately 164,572 sq.ft. In addition to the sale of jewellery through it's
showrooms, the company also sells gold and diamond jewellery through online sales
on it's website. It also exports gold and diamond jewellery on a wholesale basis to
international distributors in Dubai and Hong Kong.
11.6
PBITM (%) 7.45 8.92 11.65 10.76 11.25 12.24 12.07 10.46
9
PBDTM (%) 4.84 5.63 7.96 8.40 8.93 9.32 9.05 8.86 7.73
CPM (%) 4.24 5.16 6.94 7.48 7.82 7.48 6.92 6.32 5.83
APATM (%) 4.04 4.97 6.75 7.33 7.60 7.23 6.69 5.96 5.52
28.8
ROCE (%) 26.44 30.53 45.10 60.66 42.77 35.68 28.57 25.41
8
23.2
RONW (%) 36.50 68.75 64.32 60.65 52.48 29.89 20.60 18.57
0
expansion. During 2014, the company has incorporated a new wholly owned
subsidiary namely 'Transforming Retail Private Limited'. As on date the Company
have two wholly owned subsidiaries namely, PC Universal Private Limited and
Transforming Retail Private Limited. The company also opened its showroom at
Bareilly (UP). During 2015, the company signs deal with Blue Nile and also opened its
54th showroom and 1st showroom in Yamuna Nagar.
Source: Capitaline
1. 2015 Annual Report
2. CaptaLine Equity Research
PC Jeweller Ltd
Industry : Diamond Cutting / Jewellery - Medium / Small
Mar Mar Mar Mar Mar Mar Mar Mar Mar
Year 08 09 10 11 12 13 14 15 16
11.8 10.9 11.4 12.4 11.9 12.4 10.7
PBIDT/Sales(%) 7.65 9.11 4 1 7 9 2 3 7
Sales/Net
Assets 3.55 2.28 4.18 4.25 2.68 2.48 1.98 2.37 2.2
PBDIT/Net
Assets 0.27 0.21 0.49 0.46 0.31 0.31 0.24 0.3 0.24
52.7 54.6 56.9 67.1 66.3 56.1 47.9 51.2
PAT/PBIDT(%) 5 4 8 6 1 57.9 1 3 6
Net Assets/Net
Worth 2.55 5 1.55 1.43 2.04 1.17 1.6 1.34 1.42
68.7 64.3 60.6 52.4 29.8 18.5
ROE(%) 36.5 5 2 5 8 9 23.2 20.6 7
http://www.capitaline.com
Excise Duty 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Other Income 49.56 59.19 47.24 20.21 18.56 16.79 18.16 7.24 2.30
Other Operating
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Income
Total Expenditure 6,532. 5,624. 4,743. 3,536. 2,710. 1,778. 573.2 299.0
886.38
+ 70 50 08 64 70 17 7 5
PBIDT 775.93 783.21 628.98 501.99 349.79 215.68 116.63 56.70 24.59
2,0
Silver 7114 0.2 19.
16. NA 0.00 0.00 0.00 0.00 0.00
Articles 1101 7 40
00
2,0
Silver 7114 0.2 15.
15. NA 0.00 0.00 0.00 0.00 0.00
Articles 1101 4 29
00
2,0
Silver 7114 0.2 14.
14. NA 0.00 0.00 0.00 0.00 0.00
Articles 1101 7 50
00
Diamond 7113 2,0 NA 29. 0.00 0.00 0.00 0.00 1,1 0.00
1. 2015 Annual Report
2. CaptaLine Equity Research
Studded 13. 84.
1903 47
Jewellery 00 20
2,0
Silver 7114 0.4 17.
13. NA 0.00 0.00 0.00 0.00 0.00
Articles 1101 4 61
00
2,0 3,0
Sale of 0001 100
12. NA 0.00 0.00 0.00 0.00 41. 0.00
Products 1035 .00
00 93
2,0 1,9
Sale of 0001 100
11. NA 0.00 0.00 0.00 0.00 77. 0.00
Products 1035 .00
00 06
2,0 98
Sale of 0001 100
10. NA 0.00 0.00 0.00 0.00 4.8 0.00
Products 1035 .00
00 5
2,0 62
Sale of 0001 100
09. NA 0.00 0.00 0.00 0.00 2.7 0.00
Products 1035 .00
00 3
2,0 32
Sale of 0001 100
08. NA 0.00 0.00 0.00 0.00 1.3 0.00
Products 1035 .00
00 4
Competitive Strategy
PC Jeweller longterm vision is To create a platform which customers can trust for
purchasing affordable and delightful luxury products online.
PC jewllers plans to target all the income and professional groups through various
offerings. Hence, it focuses both on innovation/creativity and value for money.
Low Cost Leadership:
Through this strategy it intends to target conservative middle-class woman in middle
& lower middle class segment. It entered few Tier 2 cities with small store format and
franchisee stores. Entering these areas at an early stage by educating customers
about branded and hallmarked jewellery will give them an advantage. Value for
Money is the perceived proposition by the segment.
Target Customer Segment Values and Characterisitics:
It targets working
Individualism, Attend social professionals through
Working Confidence in their occasions & wear empowerment
Professionals skills/abilities, tech contemporary
Flexia SIS, Flexia
savvy, jewellery
WearYourShine.com
Large Stores:
These are located in high streets and willing to be one-stop for jewellery products. It
offers vide variety of products in different price ranges. It offers customizability to
customers and also holds designer and exclusive pieces. It offers customer centric
policies like buyback policy and 7days return policy to increase the conversion of
customers.
Flexia Jewellery Collection:
PC Jewellery has launched Flexia brand which is interchangeable which can be
worn in 5-6 ways and each looks different. It was launched as a premium brand,
pricing above INR 2,00,000. Company is currently working on creating sub-brands to
fulfill daily wear needs and launched designs in INR 1,00,000 INR 2,00,000 range. It
is planning to launch Flexis SIS model in range of INR 15,000 75,000.
This brand is positioned towards independent working woman and gift to a newly
married woman.
Azwa Jewellery Collection:
This is a luxury brand targeted towards high end wedding jewellery market. This has
been added to portfolio after acquiring Azva from World Gold Council.
WYSH Smart Jewellery:
Competitive Analysis:
PC Jeweller Tanishq (Titan) Gitanjali Gems
Inception 2005 1995 1966
Turn over
1. 2015 Annual Report
2. CaptaLine Equity Research
Manufacturing Present Present Present
Market Share 2% 4.4% 2.1%
Rank 4 1 3
Stores 68 160 150
Points of Sale 3,000
Product Mix Flexia, Flexia Mia, Queen of Gili, Nakshatra,
SIS, Azva, WYSH Hearts, Amara, Dia, Rosato,
and others MisMatch, Uttara, Nirvana, Viola, etc.
etc.
Patents 25 facet patterns
Franchisee Model Only in Tier 2 & Only in Metros Majorly in Metros
3 and Malls
Manufacturing Largest facility Present Present
Online Platform
Recommendations:
High Focus on E-commerce:
Increase in mobile penetration and expected growth in internet users (704mn by
2020) will act as major drivers for ecommerce growth along with increase in
disposable income. By 2020 online jewellery market is going to contribute to 8% of
total jewellery retail value of $10.8bn [3]
.
As per MorganStanley AlphaWise Survey, people
Implementation:
References:
[1] 2015 Annual Report of PC Jeweller Limited
[2] CaptaLine Equity Research
[3] The Next India: Internet opening up new opportunities by Morgan Stanley
[4] MorganStanley AlphaWise Research
Financial Performance
8- 9- 10Ma 11- 13- 14- 15-
Year End Mar Mar r Mar 12-Mar Mar Mar Mar 16-Mar
22.1 22.1 40.1
Equity 6 6 6 44.66 133.97 179.1 179.1 179.1 179.1
35.5 152. 1,388. 1,682. 1,990. 2,327.
Networth 3 54.6 04 325.67 555.79 81 26 38 40
1,997. 2,406. 6,098. 7,220.
Enterprise Value 0 0 0 0 0 41 91 65 21
90.5 273. 235. 1,134. 1,623. 2,688. 2,675. 3,302.
Capital Employed 5 14 78 465.52 67 12 24 11 10
21.5
Gross Block 6.63 9.58 1 32.51 70.05 85.97 117.65 169.52 147.7
321. 622. 984. 1,977. 3,041. 4,018. 5,324. 6,348. 7,259.
Sales 34 73 85 06 93 42 83 52 07
18.1
Other Income 2.3 7.24 6 16.79 17.57 20.21 47.24 59.19 49.56
24.5 116.
PBIDT 9 56.7 63 215.68 348.79 501.99 634.98 789.16 782.05
15.5 35.0 78.4
PBDT 6 7 2 166.08 271.58 374.52 481.7 562.34 561.28
23.9 55.5 114.
PBIT 4 2 77 212.71 342.2 492 622.66 766.14 759.44
14.9 33.8 76.5
PBT 1 9 6 163.11 264.99 364.53 469.38 539.32 538.67
12.9 30.9 66.4
RPAT 7 8 6 144.86 231.29 290.66 356.31 378.23 400.88
12.9 30.9 66.4
APAT 7 8 6 144.89 231.44 291.01 350.7 368.78 399.97
13.6 32.1 68.3
CP 2 6 2 147.83 237.88 300.65 368.63 401.25 423.49
Rev. Earnings in 1,810. 2,094.
FE 0 0 0 0 0 0 0 99 02
Rev. Expenses in 1,096. 1,959.
FE 0 0 0 0 0 0 0 76 28
Face Value (Rs) 10 10 10 10 10 10 10 10 10
16.0 24.6
Book Value (Rs) 3 3 37.6 72.92 41.49 77.54 93.93 111.13 129.95
13.9 16.5
EPS (Rs.) 5.85 8 5 32.44 17.26 16.06 19.38 20.45 21.7
Dividend (%) 0 0 0 0 0 10 30 32 33.5
1. 2015 Annual Report
2. CaptaLine Equity Research
Payout (%) 0 0 0 0 0 6.23 15.48 15.65 15.44
Ratio Analysis
Debt-Equity 1.55 3.03 1.46 0.47 0.81 0.42 0.4 0.46 0.38
Current Ratio 1.21 1.15 1.18 1.3 1.3 1.34 1.46 1.6 1.65
Invtry Turnover 2.4 3.68 3.38 4.26 3.53 2.78 2.6 2.26 2.04
13.5
Debtors Turnover 4 6.69 4.78 5.86 5.47 5.9 8.2 9.13 8.66
Interest Cover 2.65 2.57 3 4.29 4.43 3.86 4.06 3.38 3.44
11.8
PBIDTM (%) 7.65 9.11 4 10.91 11.47 12.49 11.92 12.43 10.77
PBDTM (%) 4.84 5.63 7.96 8.4 8.93 9.32 9.05 8.86 7.73
APATM (%) 4.04 4.97 6.75 7.33 7.6 7.23 6.69 5.96 5.52
26.4 30.5
ROCE (%) 4 3 45.1 60.66 42.77 35.68 28.88 28.57 25.41
68.7 64.3
RONW (%) 36.5 5 2 60.65 52.48 29.89 23.2 20.6 18.57
EV/EBIDTA 0 0 0 0 0 3.98 3.79 7.73 9.23
Rate of Growth
(%)
53.6 178.
Net Worth 0 7 46 114.2 70.66 149.88 21.13 18.32 16.93
93.7 58.1
Sales 0 9 5 100.75 53.86 32.1 32.51 19.22 14.34
138. 114.
PAT 0 86 53 117.97 59.66 25.67 22.59 6.15 5.99
M Cap 0 0 0 0 0 0 -14.61 228.42 14.85