Reckitt: Vision 2004 - Views on News from Equitymaster

Helping You Build Wealth With Honest Research
Since 1996. Try Now

  • MyStocks


Login Failure
(Please do not use this option on a public machine)
  Sign Up | Forgot Password?  

Reckitt: Vision 2004

Oct 4, 2001

Reckitt Benckiser India Ltd. (formerly Reckitt & Colman India) is India's leading player in the mosquito coils, shoe care, fabric care, lavatory care and anti-septic liquid segments. With more international players eyeing the domestic household care market, the going might get tough for the company. The company recorded a decline of 3.2% in revenues in the second quarter of FY02. The downturn in the economy has taken a toll on its turnover growth, which stood at 16% in FY01. To counter the degrowth in sales, Reckitt has planned several new initiatives and restructuring during the year.

New initiatives
‘Mortein’ is expected to replace Dettol as a flagship brand. This is due to the fact that over the next 3-4 years while Mortein is estimated to grow at the rate of 20%-25% to Rs 3.9 bn, Dettol would record lower growth of 10%-15% to Rs 3.6 bn. The products under the Mortein brand include mosquito repellant coil, vaporizer and aerosol.

The lower growth projections for Dettol have resulted from the sluggish sales in the soap market (soap being the main product under the Dettol brand). During the period January – June 2001, the soap market witnessed a decline of 8%. As a result the company has extended this brand to floor cleaners. The product is being test-marketed in Chennai and Kolkatta. Reckitt already has a ‘Lizol’ brand in this segment. The brand is facing strong competition from Domex (HLL’s brand). The extension of Dettol brand could help Reckitt in countering Domex.

Reckitt also has a marginal presence in the OTC pharmaceutical market courtesy the Disprin brand. It is aiming to extend the Disprin portfolio by launching Disprin CV (a 100 mg aspirin dose), for the treatment of cardiovascular disorders. The company expects to corner a 20% share of the Rs 350 m low dosage aspirin market in the first year of launch.

Growth strategies
The company also aims to replicate the parent company’s portfolio and growth strategies. Currently, a large number of its brands contribute marginally to the topline. As a result, Reckitt will now focus on six core brands - Dettol, Disprin, Mortein, Airwick, Robin Blue and Harpic. It intends to expand market size for soldier brands like Cherry Blossom, Lizol and Colin. The company would concentrate on marketing efforts of these brands to improve their market share in the coming years.

Reckitt is also planning to launch mass-market products from its parent's stable. The products are likely to be in the home care category, a business that Reckitt acquired internationally after its merger with Benckiser. The company expects new products to contribute 20%-22% of its total business in the current year. It also intends to penetrate rural markets aggressively by increasing distribution network from the current 600,000 retailers.

The company has committed to double the turnover in the next three year from the current Rs 5.9 bn to around Rs 12 bn, a compounded annual growth rate (CAGR) of 26%. Its CAGR in turnover for the past four years was 18%. Looking at the past performance and sluggishness in the FMCG market the company’s targets sound a bit ambitious.

Past performance
Particulars 4 yrs CAGR
Sales 18.2%
Operating profits 51.9%
Net profits 66.9%

Apart from the restructuring on the products front, the company would also focus on improving its operational performance. In the first half of the current year, Reckitt’s operating margins increased to 9.5% from 8.5% in the corresponding period of the previous year. Its focus on pruning raw material and packaging costs, vendor rationalization and reduction in the number of brands is likely to fuel its operating growth in the next three years.

At the current market price of Rs 198, Reckitt is trading at a P/E of 9x and market cap to sales ratio of 0.6x December 2004 projected earnings. The company’s profits are expected to grow at a CAGR of 35% in the next three years, if everything goes according to Reckitt’s plans.

Equitymaster requests your view! Post a comment on "Reckitt: Vision 2004 ". Click here!


More Views on News

Adani Wilmar IPO to Hit the Market Soon. Should you Apply? (Views On News)

Nov 29, 2021

The parent company of the brand Fortune is set to raise Rs 45 bn from the market.

What Happens if ITC Hives off ITC Infotech? (Views On News)

Nov 20, 2021

The cigarette to hotel conglomerate is reportedly mulling the demerger of its software business at a valuation of around Rs 250 bn.

What Sparked an 8% Rally in ITC Shares Today? (Views On News)

Sep 16, 2021

ITC did not participate in the rally after the second wave and continued to underperform its peers. Is this about to change?

HUL's Marketcap Tops Rs 6 Tn. Key Factors Driving the Stock (Views On News)

Aug 21, 2021

HUL became the fifth Indian company to achieve the milestone of a Rs 6-tn market capitalisation.

Godrej Consumer Products Shares Decline Post June Quarter Results (Views On News)

Aug 5, 2021

Adi Godrej, the Chairman of the Godrej Group, has decided to step down from the board of directors of the company.

More Views on News

Most Popular

Infosys vs TCS: Which is Better? (Views On News)

Nov 26, 2021

In the post pandemic era, the top two IT companies in India are fighting to capture the growing demand for IT.

This Multibagger Stock Zooms 20% After Dolly Khanna Buys Stake (Views On News)

Nov 24, 2021

Shares of this edible oil company zoomed over 50% in three days after ace investor bought around 1% stake.

6 Popular Stocks that Turned into Penny Stocks (Views On News)

Nov 27, 2021

A look at popular stocks that crashed big time and never recovered, i.e. which went from 'Multibaggers to Multibeggers'.

India's Top 5 Monopoly Stocks to Watch Out for (Views On News)

Nov 30, 2021

These 5 companies dominate their sectors with a huge piece of the pie.

5 Indian Companies Embracing Blockchain Technology (Views On News)

Nov 23, 2021

Blockchain adoption in India was slow in the past. Now, the technology is being well received.


Become A Smarter Investor
In Just 5 Minutes

Multibagger Stock Guide 2022
Get our special report Multibagger Stocks Guide (2022 Edition) Now!
We will never sell or rent your email id.
Please read our Terms


Mar 7, 2019 10:55 AM


  • Track your investment in RECKITT BENCKISER with Equitymaster's Portfolio Tracker. Set live price alerts, get research alerts and more. Get access now...
  • Add To MyStocks