CREATIVE NEWTECH LIMITED — Interim / Quarterly Report 2021

Sep 4, 2020

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Creative Peripherals and Distribution Limited Result Update Presentation Q1 FY21

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Disclaimer
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This presentation has been prepared by Creative Peripherals and Distribution Limited (the “Company”) solely for information purposes and does not constitute any offer, recommendation or invitation to purchase or subscribe for any securities, and shall not form the basis or be relied on in connection with any contract or binding commitment what so ever. No offering of securities of the Company will be made except by means of a statutory offering document containing detailed information about the Company.

This Presentation has been prepared by the Company based on information and data which the Company considers reliable, but the Company makes no representation or warranty, express or implied, whatsoever, and no reliance shall be placed on, the truth, accuracy, completeness, fairness and reasonableness of the contents of this Presentation. This Presentation may not be all inclusive and may not contain all of the information that you may consider material. Any liability in respect of the contents of, or any omission from, this Presentation is expressly excluded.

Certain matters discussed in this Presentation may contain statements regarding the Company’s market opportunity and business prospects that are individually and collectively forward-looking statements. Such forward-looking statements are not guarantees of future performance and are subject to known and unknown risks, uncertainties and assumptions that are difficult to predict. These risks and uncertainties include, but are not limited to, the performance of the Indian economy and of the economies of various international markets, the performance of the industry in India and world-wide, competition, the company’s ability to successfully implement its strategy, the Company’s future levels of growth and expansion, technological implementation, changes and advancements, changes in revenue, income or cash flows, the Company’s market preferences and its exposure to market risks, as well as other risks. The Company’s actual results, levels of activity, performance or achievements could differ materially and adversely from results expressed in or implied by this Presentation. The Company assumes no obligation to update any forward-looking information contained in this Presentation. Any forward-looking statements and projections made by third parties included in this Presentation are not adopted by the Company and the Company is not responsible for such third party statements and projections.

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Table of Contents

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Company Overview
Business Overview
Chairman’s Message & Key Developments
Consolidated Financial Highlights
Way Forward
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Company Overview

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Who we are…

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Market Entry Specialist for Niche Brands
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Ckart
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Brand Licensing
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• ➢ Specialist for global brands to enter and penetrate Indian markets

• ➢ Licensed by Honeywell to undertake contract manufacturing for wide range of consumer & enterprise products

• ➢ Rights on many product designs/casts, can manufacture and sell Honeywell branded products in many APAC countries, as well as govern product pricing to large extent

• ➢ Aim to expand this business line with Honeywell, and get more international brands under licensing model

• ➢ Maintain asset-light model while expanding licensed manufacturing business

• ➢ Online digital B2B eCommerce platform

• ➢ One-stop-shop for all customers

• ➢ Well positioned to leverage established network and market reach

• ➢ Hosts all customers and enables them to view, share and transact in each other’s products

• ➢ Portfolio of over 20 world renowned brands including Honeywell, GoPro, Viewsonic and Samsung

• ➢ Offers various useful features like drop shipment, invoicing and facility for customer to have their own site

• ➢ Most brands are market leaders in their customer to have their own site

• respective categories and command ➢ Expands Company’s product domain

• niche value in market ➢ Will help expand customer-base

• ➢ Continually enhance portfolio with without additional manpower

• high-margin, high growth-potential ➢ With growing digitization in industry,

• products – Ckart paves way for future-ready

• ➢ Multi-channel network online, retail business model

• and general trade channels

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~3,200 Products
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5,000+ Customers
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20+ Branches
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20+ Brands
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150+ Employees
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Journey so far…

• Signed exclusive agreement with ‘ iBall’ for all their products in Madhya Pradesh and Vidarbha

• 2012 - Foray into Imaging business by signing Olympus

• Migrated to NSE Main Board

• Expanded IT, Gaming & Lifestyle segments via agreements with PNY, Cooler Master & BaByliss

• 2013 - Exclusive Photo Distribution

• Listed on NSE - SME stock exchange

• from Vitec Group of Italy for Manfrotto

• Signed distribution agreement with Panasonic for premium audio products

• 2013 - Exclusive distribution for 5 new global IT vendors

• Forayed into gaming products under lifestyle segment

• Started as trading

• 2015 - Reliance Digital ‘ Best Fulfillment Partner ’

• Expanded agreement with Honeywell for Passive Cabling solutions

• concern with 2

employees

• Agreement with TPV Technology India for Philips Digital Signage in India

• 2015 - Exclusive distribution for 8 new global brands including ViewSonic & Samsung

• Launched B-Safe – own brand of medical products

• Epson Dot-matrix Printer aggregator

• Launched Ckart – digital B2B platform for customers

• Expanded distribution mandate with Honeywell to 29

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countries outside India
1990s 2000-10 2012-15 2016 2017 2018-19 2019-20
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• Expand Trademark Licensing agreement with Honeywell - geographic expansion to Middle East countries & added new products

• Microsoft sub-distribution in Maharashtra

• Forayed into retail security business

• & Gujarat

  • Forayed into Retail Security segment - Signed Exclusive Agreement with InVue Security Products Corp.

• Exclusive license for Honeywell

• Changed name to Creative Peripherals & Distribution Pvt. Ltd.

• Distribution license received for GoPro

• Agreement with Future Tech Electronics - LED TV’s for DAEWOO, MEPL & INDICOOL brands in India

• Opened branches in Pune, Bangalore and Ahmedabad

• Launched GoPro Hero 7 series Products

• Epson Business Partner

• Expanded gaming product segment in India - via agreement with Thermaltake Technology

• Foray into Lifestyle business

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Key Team

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Mr. Ketan Patel

Chairman & Managing Director

• IIM - B Alumnus with Engineering in Computer Technology from Mumbai University

• Over three decades of experience - has built expertise in business strategy, planning, product marketing and people management

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Mrs. Purvi Patel

Whole Time Director

• Holds Diploma in Pharmacy with rich experience in Computer Programming

• Responsible for execution of business strategies and planning

• In-charge of all key business functions

• Responsible for maintaining vendor relations & new product development

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Vijay Advani

Whole Time Director

• Bachelor of Commerce from Mumbai University, with over 32 years of experience

• Expertise lies in business planning, execution and key account management

• Over three decades’ experience in Value Added Distributors Industry, including companies like General Electronics

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Abhijit Kanvinde

Chief Financial Officer

• Chartered Accountant with over 20 years of strong and multi-industry experience

• Worked in companies like Garnier India, Novartis Consumer Health, Shringar Cinemas, etc

• Was CFO of listed company for over 8 years, also successfully completed IPO 2x in his career

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Upendra Singh

National Sales Head

• Bachelor of Commerce from Ranchi

• University, with nearly 30 years experience in Sales & Marketing

• Expertise lies in vendor management, sales generation & market penetration With over 11 years’ experience in IT hardware industry, he drives national channel & corporate sales

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Amol Patil

National Product Head

• MBA in Marketing with Engineering in Electronics and Telecom, with over 20 years’ experience in IT industry

• Expertise lies in identifying latest market opportunities with excellent team management and execution skills. He is responsible for profitable management of products portfolio

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Business Overview

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Driving digital transformation…

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Our Value Addition

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Information
Price
Access to
Network
Partnership
Product
Scale and
Content & What is
Skills
needed?
Community
Customer
Brand
Service
Experience
Strategy
Customer
experience Omni- Channel
Marketing
2000 2022 Contract
manufacturing
Customer
By 2022, Customer Experience would overtake Price & Product
Intimacy
as the key brand differentiator
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Integrated Business Model

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▪ Identification of ideal distribution channel ▪ Identify and acquire required skill sets / man power ▪ Regional planning and strategy to market brand Strategic ▪ Resource allocation and strengthening of ▪ Planning Executing marketing strategy operations ▪ Creating brand awareness ▪ Training and events Pre-Sales ▪ Customer Engagement ▪ Digital Cataloguing ▪ On-field research and in-house Market usage and checking Research ▪ Location-wise market demand analysis ▪ Price waterfall analysis ▪ ▪ Detailed product comparison Point-of-sales (POS) activity Differentiated ▪ Competition Analysis Sales Processes ▪ Relationships with channel partners : E- Commerce, Large Format and Specialized Retailers ▪ Reseller workshop & demos ▪ Online-to-Offline channel

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Integrated Business Model contd…

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• Product to product comparison with similar products from peer brands in industry – for competitive benchmarking

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Market Research

• On-field research & in-house usage & checking – Checking product’s usability, viability and features internally as well as in real-world scenario across markets. Conducting brainstorming sessions and Price Waterfall analysis.

• Location-wise market demand – Gaining insight on consumer trends & demand of various demographics for product

• Market analysis – Research to support ramp-up of brands in multiple countries with cost effective scalable process

• Competition Analysis – Ascertain products and strategy of peer brands, and vetting overall technology landscape

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Strategic Planning

• Identification of ideal distribution channel for specific product/brand, based on the target market Channels - mix of online & offline modes

• Identify and acquire required skill sets / man power – Conducting necessary training to equip personnel with required knowledge and skills to perform demo’s etc. at POS

• Regional planning and strategy including target-setting – formulating strategy specific to region, product and channel

• Strategy to market brand

• Resource allocation and strengthening of operations

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Integrated Business Model contd…

• Executing marketing strategy

• Creating brand awareness

• Training and events

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Pre-

• Customer Engagement

Sales

• Digital Cataloguing

• ▪ POP Displays ▪ 100+ Trained, professional sales staff ▪ 1,200+ Trainings conducted at shop level annually

• Point-of-sales (POS) activity

▪ Relationships with channel partners : E- Differentiated Sales Commerce, large format and specialized Processes retailers

• Reseller workshop & demos

• Online-to-offline channel

• ▪ 20 branches across India

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Brand Licensing & Contract manufacturing - Honeywell End to end services from factory to consumer

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Honeywell : Fortune 50 multinational conglomerate offers various commercial and consumer products, engineering services and aerospace systems. Active across aerospace, automation & control systems and performance materials & technologies.

Our Involvement: Started association in September 2016 to capitalize opportunities seen in Indian market. Creative has been crucial support and channel for Honeywell to expand their product distribution in India, and eventually across other Asian markets, and recreate “Power of Connect” among consumers

Product Designing and ▪ Contract manufacturing – products manufactured at Honeywell certified factories ▪ Design and casts – owned by Creative Manufacturing

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www.honeywell.com
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• Exclusive rights across multiple product segments

Exclusive Distribution, Premium Pricing

• Soon to launch new product category – Wi-Fi networking - Home segment

• Omni-channel supplying platforms – modern retail, e-commerce and traditional channel stores

• Rights to assign premium pricing for certain products

▪ Distribution agreement in SAARC and Middle East countries (Expect to launch products in Middle International Markets East in Mid-2019)

• Designing and packing of products as per Honeywell global packing guidelines

Value Added Services

• Offers higher/longer warranty and better after sales services

• Demand generation and marketing activities as per Honeywell global guidelines

Scalability

• Plan to manufacture in India under ‘Make in India’ initiative

• Plans to scale up operations in international markets and expand product portfolio

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Market specialists for Niche & Experiential Products

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Information Technology Imaging
Thermaltake
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Lifestyle & Security
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Case Study – Go Pro

Market entry, Brand awareness, Consumer engagement

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GoPro : Global brand offering broad range of imaging devices and accessories for professional as well as amateur users

Our Involvement: Started association in 2016-17 to enter Indian market. Creative has been a key enabler for brand to penetrate market and establish its presence here. GoPro has grown from barely-known foreign brand to a well-recognized premium imaging brand in urban India

Marketing Strategy

• Market research & expertise to formulate customized, ideal marketing strategy

• Launched ‘GoPro Hero’ two days prior to global release, to make it available in time for Diwali sales in 2016

• Arrange and manage POP setups and kiosks for the brand at various malls

• Specialized training to 1,200 on-ground staff (ISD – In-Store-Demonstrators)

Exclusive Distribution

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• Exclusive distribution rights across India

• Leverage strong nation-wide network

• From introduction of ‘GoPro Hero’ in 2016-17, current portfolio spans several new variants of cameras, e.g. “GoPro 7”

On-Field Activities

• Brand awareness & promotion

• Content creation & influencers

www.gopro.com

• Over ~36 events and workshop per year – e.g. 7th India HOG Rally by Harley Davidson at Goa, Times Green Wheels bike festival

• Pre-sales activities

Scalability

• Witnessed growing sales in India: Share of revenue grew from $1 mn in FY2016-17 to $14 mn in FY2018-19

• India offers high growth potential among Asian markets, compared to mature markets like Japan and China

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Digital Platform: Ckart

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Ckart is Creative Peripherals’ own online digital B2B eCommerce platform
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Salient Features
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Key Benefits
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• Ckart hosts all existing and new customers and is integrated with Company’s ERP system

• Platform enables customers to discover, share and transact their products amongst each other

• Value added services include drop-shipment and invoicing capabilities

• Customers can also choose to have their own micro-site hosted

• Developed in-house by dynamic and dedicated team

• Swift navigation and flow, and offers userfriendly experience

▪ Ckart is a one-stop-shop for all customers’ requirements ▪ It will grow customer-base without additional manpower or cost ▪ Platform will increase ease of doing business and enhance customer experience ▪ Expected to expand product domain and enhance working capital cycle

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Geographical Presence

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Kuwait Bahrain
Qatar
India
Saudi Arabia
UAE
Oman
Strong network of 5,000+ partners across India
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Domestic

▪ Pan India presence ▪ 20 branches across India ▪ Over 150-strong highly skilled workforce across India – mix of young and experienced talent

International

▪ Strong distribution tie-up in Middle East ▪ Expanding network across SAARC & Southeast Asia countries

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Smart Sourcing Capabilities

Central Warehouse @ Bhiwandi, Maharashtra

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Dispatch all over India from Central warehouse

• Warehousing and Transportation services

• 40,000 Sq. ft. area

• Semi-automatic warehousing

• Advanced systems for inward & outward, packing and stock keeping (Bar Code system for outward)

• Technology enabled supply chain

• Transactions handled: 3,500 tonnes per annum

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Key features

• State-of-art inventory management and warehousing equipment

• Fast and on-time delivery

• Can arrange dispatch from single unit to container

• Tie-ups with reputed logistics service providers

• Trained and experienced staff

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Chairman’s Message & Key Developments

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Management Comment

“Like every other industry and sector, our Company also faced headwinds from the nationwide lockdown during most of this quarter due to the COVID-19 pandemic. We had factored this effect and expected a contraction in our business and financial performance for Q1 FY21. Our topline was Rs. 64.53 cr, with an EBITDA and PAT of Rs. 1.90 cr and Rs. 0.58 cr, respectively, in Q1 FY21. This represents operations of less than two months, since we started reopening gradually by end of April, and at 20-30% capacity. However, I am happy to share that even during such times we have remained profitable, which reflects our Company’s resilience and adaptive capabilities.

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On the business front, we have continued to see demand for imaging, IT and gaming products during this period, especially since online channels reopened sooner than brick and mortar stores. We retained all our workforce and continued to incur fixed expenses during the lockdown, which adversely affected EBITDA margins. Moreover, to contribute to our nation’s fight against COVID-19, we launched our own ‘B-Safe’ range of personal medical products that have gained traction since launch.

I am happy to share that we renewed our licensing agreement with Honeywell for another five years, as well as signed up for distribution of their products across 29 countries, covering the APAC and Middle East regions. Our deep and long-term association with Honeywell reflects the unique value that such a Fortune-100 company sees in us, and would set an example for other global brands wishing to adopt the licensing business model.

Commenting on the Company performance , Mr. Ketan Patel, Chairman & Managing Director of Creative Peripherals & Distribution said:

On a brighter note, we launched our own inhouse-developed online digital B2B eCommerce platform – Ckart – in August. We are very excited about this platform and expect it to drastically enhance our top line and profitability. Ckart will benefit our existing customers as well as help expand our client-base. Especially during these current times as more businesses are going digital, this platform is a future-ready offering.

We continue to strive to be the go-to market entry specialist for experiential brands seeking entry into the Indian markets. I would like to thank our team and all our stakeholders for their invaluable support and belief in us which drives us to set & achieve higher benchmarks.”

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Launch of Ckart

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➢ Launched Ckart – new online digital B2B eCommerce platform for customers

➢ Ckart launched online on 5[th] August 2020 in a grand event attended by 712 participants across India

➢ First order placed online during event, showcasing fast and user-friendly experience

➢ Royalty points for customers who order via Ckart

➢ Ckart hosts all existing and new customers – integrated with Company’s ERP system

➢ Value added services include drop-shipment and invoicing capabilities

• ➢ Developed in-house by dynamic and dedicated team

• ➢ Will increase ease of doing business and enhance customer experience

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Launched B-Safe – Medical Products Portfolio

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Launched range of personal medical products for consumers under own brand – B-Safe

• ➢ Personal health care product portfolio includes infrared thermometers, thermal scanners, pulse oximeters and masks

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• ➢ Cater to growing demand during and after the COVID-19 pandemic

• ➢ High-precision instruments (thermometers and oximeter) for personal and organizational usage, as well as range of N-95 masks with and without respirators

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Key Developments

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• ➢ Expanded distribution agreement with Honeywell to include networking passive cabling solutions, used in smart buildings, Wi-Fi applications, networking, surveillance and CCTVs. This adds to our existing portfolio of Honeywell products

• ➢ New distribution agreement with BaByliss niche French brand in women’s personal grooming segment. Product portfolio would cover range of hair styling products

• ➢ Temporary Suspension in Operations Company had temporarily shut down all operations as per the Government directive, in light of outbreak of Covid-19 pandemic during March-April 2020. After due approvals and permissions from the authorities, partial operations were resumed from 20[th] April, 2020

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Consolidated Financial Highlights

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Key Quarterly Financial Highlights

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Rs. Cr	Q1 FY21			Q1 FY20	YoY%	Q4 FY20	• Revenue impacted by nationwide lockdown, offsetting demand for Imaging and IT/gaming brands – GoPro, Cooler Master & Samsung • Continued employee and fixed expenses adversely impacted EBITDA margin • Business operations at 20-30% workforce capacity since gradual reopening
Revenue from Operations	64.45			104.46		128.19
Other Income		0.08		0.33		0.04
Total Income		64.53		104.80	(38.42%)	128.23
Raw material		57.69		94.50		113.83
Employee Cost		1.63		1.97		2.47
OperatingExpenses		3.31		4.02		9.07
Total Expenditure		62.63		100.50		125.38
EBITDA		1.90		4.30	(55.88%)	2.85
EBITDA Margin(%)		2.94%		4.10%	(116 bps)	2.22%
Interest		0.93		1.11		1.21
Depreciation		0.20		0.13		0.27
Profit Before Tax		0.77		3.06		1.37
Tax		0.19		1.07		0.74
PAT		0.58		1.99	(71.10%)	0.64
Share of P/L in Associates		0.00		0.00		0.00
OtherComprehensiveIncome		0.00		0.00		0.01
Net Profit		0.58		1.99	(71.12%)	0.65
Net Profit Margin(%)		0.89%		1.90%	(101 bps)	0.50%
Basic EPS in Rs.	0.45			1.72	(73.84%)	0.32

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Annual Performance Highlights – FY20

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23.83%

Total Income Rs 459.06 Cr

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33.49%

Net Profit Rs 7.76 Cr

26.28%

EBITDA Rs 16.82 Cr

35.33%

Basic EPS Rs 6.78

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Dividend recommended at 5%, subject to approval of shareholders

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Annual Financial Highlights

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Revenue (Rs. Cr)
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459.06
370.72
250.96
212.01
198.58
FY16 FY17 FY18 FY19 FY20
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EBITDA (Rs. Cr)

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16.82
13.32
7.51
5.17 5.17
FY16 FY17 FY18 FY19 FY20
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PAT (Rs. Cr)

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7.78
5.85
2.89
1.34
1.13
FY16 FY17 FY18 FY19 FY20
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Annual Financial Highlights

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Rs. Cr		FY20		FY19	YoY%
Income from Operations		457.72		367.65
Other OperatingIncome		1.34		3.06
Total Income from Operations		459.06		370.72	23.83%
Raw material		407.03		335.66
Employee Cost		8.99		6.96
OperatingCost		26.22		14.77
Total Expenditure		442.24		357.40
EBITDA		16.82		13.32	26.28%
EBITDA Margin%		3.66%		3.59%	7 bps
Interest		4.80		4.52
Depreciation		0.86		0.53
Other Income		0.00		0.00
Exceptional Item		0.00		0.00
Profit Before Tax		11.16		8.27
Tax		3.39		2.43
PAT		7.78		5.85	32.97%
PAT Margin%		1.69%		1.58%	11 bps
EPS in Rs.		6.78		5.01	35.33%

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Balance Sheet Highlights – As on 31[st] March

Rs. Cr	As on 31stMarch 2020	As on 31st March 2019		Rs. Cr	As on 31st March 2020	As on 31st March 2019
Equity	41.24	33.31		Non-current assets	10.08	10.30
EquityShare capital	11.60	5.80		Property, Plant and Equipment	8.89	8.93
Other Equity	29.75	27.51
				Non-current Investments	1.06	1.24
MinorityInterest	-0.11	0.00
				Net Deferred Tax Asset	0.12	0.13
Share Application Money Pending Allotment	10.60	0.00
				Long-term loans & advances	0.00	0.00
Non-current liabilities	5.49	6.75
				Other non-current assets	0.01	0.00
Longterm borrowings	4.81	6.18
				Current assets	144.80	108.23
Other Longterm liabilities	0.00	0.00
Other Longtermprovisions	0.69	0.57		Inventories	60.29	27.79
Current liabilities	97.54	78.46
				Trade receivables	38.58	44.05
Short Term Borrowings	27.07	29.73
				Cash & Cash equivalents	0.52	1.14
Trade Payables	29.30	26.59
				Bank Balances other than above	3.36	2.45
Other Financial liabilities	25.06	17.21
Other Current liabilities	15.35	4.38		Other Financial assets	0.02	0.00
Short-termprovisions	0.12	0.10
				Other Current Assets	42.03	32.80
Current Tax liabilities(Net)	0.63	0.47
				Total Assets	154.88	118.52
Total Equities & Liabilities	154.88	118.52

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Revenue Contribution – Business category

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FY2019 FY2020
Lifestyle &
Lifestyle &
Security
Security
4%
15%
Imaging
43%
I.T.
Peripherals
I.T. 42%
Imaging
Peripherals
43%
53%
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RoE(%)
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Consolidated Key Return Ratios

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18.81%
17.55%
11.59%
11.03%
10.33%
FY16 FY17 FY18 FY19 FY20
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RoCE(%)

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18.82% 19.31%
17.82%
14.40% 14.22%
FY16 FY17 FY18 FY19 FY20
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Focus on improving RoCE and long term value creation

*RoE = Net Profit/Net Worth | RoCE = EBIT/(Shareholders Fund+Long-term Borrowing+Short-term Borrowing-Non Current Investment)

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Way Forward

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Future-ready business growth

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New

markets

01 Expansion in new markets

• Domestic market : Smart Cities and Make in India boosting demand from OEMs & service providers; Smart Homes, Vehicles; Big Data and Analytics, Intelligent technology & hardware to drive future growth

• International market : Expanding in Middle East and SAARC Countries

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Future-ready business model with focus on Digital Trends

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High growth from key business

category

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02

Digital Platform for enhanced customer

experience

03

Key growth drivers

• Utilize Ckart to expand customer and product-base and improve working capital

• ▪ Internet of Things & Artificial Intelligence : High investment projected in APAC; smart connected machines, augmented reality, cloud connectivity in enterprise markets. Expanding market for robotics, wearables

• Experiential products focused on the younger demographic – bring niche brands into India

• ▪ Focus on high margin & high-value brands such as GoPro, Honeywell, Cooler Master ▪ Expand omni-channel network covering online, retail and general trade

• Honeywell : High-margin products for connectivity, which are secure and energy-efficient

• ▪ GoPro Cameras : Next-gen technology, premium pricing, target high-end users ▪ Lifestyle Products / Consumer Durables : Expected to grow 22%, as smartphone market stabilizes

• Security Products : Estimated market size over $350 bn; exclusive distribution of premium brands

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Thank You

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CREATIVE CREATIVE:IN
For further information, please contact:
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Company :

Investor Relations Advisors :

Creative Peripherals and Distribution Ltd. Bridge Investor Relations Pvt. Ltd. Mr. Abhijit Kanvinde Mr. Rahul Trivedi Chief Financial Officer Ms. Anviksha Konnure Abhijit@ecreativeindia.com rahul@bridge-ir.com / anviksha@bridge-ir.com www.ecreativeindia.com www.bridge-ir.com

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Thank you!