The Directors are pleased to present their 50th Annual Report and
Audited Accounts for the year ended March 31, 2011.
Financial Results
(Rs. in lacs)
Particulars For the year ended
March March
31, 2011 31, 2010
Sales/ Income from operations
(including excise duty & Discounts) 327,566 268,030
Other Income 2,812 2,338
Profit/ (Loss) before Interest,
Depreciation, Extraordinary
items & Tax 28,940 26,456
Interest (565) (827)
Depreciation (4,451) (3,968)
Profit/ (Loss) before Extraordinary
Items & Tax 23,924 21,661
Voluntary Retirement Compensation
(including amortization of
previous year) -- (940)
Profit/ (Loss) before tax 23,924 20,721
Provision for Tax (including
deferred tax and wealth tax) (7,321) (6,219)
Net Profit/ (Loss) for the year 16,603 14,502
Credit/ (Debit) Balance B/F
from previous year 5,969 <82)
Profit available for appropriation 22,572 14,420
Interim Dividend on
Preference Shares (457) (4,177)
Proposed Dividend on
Preference Shares (539) (3,047)
Tax on Dividend (152) (1,227)
Transfer to Capital Redemption Reserve (9,849) --
Surplus/ (Deficit) carried to
Balance Sheet 11,575 5,969
Performance of the Company
During the year ended March 31, 2011 the sales of the Company, was Rs.
327,566 Lacs, up by 22%. Profit before tax and extra ordinary items was
Rs. 23,924 Lacs as compared to corresponding profit of Rs. 21,661 Lacs
in the previous year. The performance of the Company during the year
surpassed all its previous milestones of turnover, profit, cash
generation. This performance has been achieved by focusing on new
product launches, product mix, management, effective working capital
management and cost effective initiatives.
Dividend
Dividend on equity shares is not recommended for the year ended March
31, 2011 as your management had to first redeem 15,23,42,500 10%
Redeemable non convertible Cumulative preference shares of Rs.10 each
with call and put option for redemption.
The Board of Directors declared an interim dividend on 10% Redeemable
non convertible Cumulative preference shares of Rs. 10 each, for the
financial year ended March 31, 2011 @Rs. 1 per share on redemption of
9,84,92,500 preference shares which was paid to the shareholder along
with the redemption amount aggregating to Rs. 457.43 Lacs. The Board
has recommended a final dividend on balance 5,38,50,000 10% Redeemable
non convertible Cumulative preference shares of Rs. 10 each for the
financial year ended March 31, 2011 @Rs. 1 per share aggregating to Rs.
538.50 Lacs.
Preference Shares
The Company had issued 15,23,42,500 10% Redeemable Non-Convertible
Cumulative Preference Shares of Rs. 10 each to Whirlpool Canada Holding
Company in the year 2005 redeemable at the end of twenty years with
call and put options for redemption to the Company and Shareholder
respectively.
The Company had redeemed 9,84,92,500 Preference Shares on request of
the shareholder using the put option and payment was made to the
preference shareholders along with pro-rata dividend till the date of
redemption during the financial year.
Your Board of Directors have passed a resolution in its meeting held on
May 09, 2011 to redeem the balance 5,38,50,000 10% Redeemable non
convertible Cumulative preference shares of Rs. 10 each along with
pro-rata dividend till the date of redemption on or before August 31,
2011.
Management Discussion and Analysis Report (MD&A)
As required under the listing agreement, MD&A is enclosed as Annexure A
and is a part of this Report.
Sales & Marketing
The year 2010-11 witnessed contrasting market conditions. The first
quarter saw robust consumer demand across all categories and revenue
grew in strong double digits. However, subsequent quarters saw
moderation in growth primarily due to two factors: (1) food inflation
which impacted consumer demand and (2) unabated commodity inflation
which necessitated frequent price increases, further dampening demand.
Your Company adapted itself to the different scenarios, focusing on
volume when the conditions were good and profitability as growth
moderated. A number of actions were taken to protect margin: better
sales mix, controlling discretionary expenditure, and freezing
recruitment. Where your company did not compromise was in investment in
innovation and expansion of distribution. Keeping with Whirlpools
tradition of bringing out first-to-market products with consumer
relevant design and feature innovations, we launched 4 products that
quickly achieved marketplace success.
- A 3-Door Frost Free Refrigerator marketed as Protton was launched in
300 & 300 L capacities which attained >30% market share in the very
first year. Your Company has firm plans to enlarge this portfolio and
broaden the appeal to a larger consumer base.
In Air Conditioners, your Company grew by over 100% on the back of a
larger range in Split Air Conditioners in the Mastermind Aviator and
Mastermind Chrome series. The range was further enhanced with the
introduction of two new series - Mastermind Protton and Mastermind
Elegance in Q4. Whirlpool now has an enviable range of high performance
Air Conditioners with different options in styling, color and graphics,
energy ratings and price points for consumers to choose from.
- ACE Wash Station - was launched in the semi automatic segment of
Washing Machine. This highly innovative product, distinguished by its
unique design and platform for sorting clothes, became a leader in its
segment within 3 months of launch, demonstrating how low cost
innovation can create value even in a commoditized market segment.
2 new models of Microwaves were launched in the year
helping the category grow by > 40%. We continue to have a very robust
pipeline of new products which would be launched in ensuing quarters.
Following the 3600 brand activation programme of 2009-10 that saw
increased visibility of the Whirlpool brand, your Company maintained
round the year presence in key media through different campaigns: ACs,
followed by 3-door refrigerator campaign in summer, and Ace during the
festival season. Use of Outdoor and Out-of-Home channels continued and
>6500 screens in the latter run our campaigns throughout the year.
The key emphasis of the brand in 2010-11 went beyond visibility to
focus on increasing brand affinity, with initiatives to enhance the
level of consumer engagement with the brand. Three initiatives taken
during the year are described below.
Ek Jodi Kapda: Your Company launched this campaign during Onam in
Kerala (August 2010) and its success saw it extend into an all-India
campaign during Diwali. Ek Jodi Kapda is a platform created for
contributing clothes for the under-privileged sections of our society.
The cause, implemented in partnership with a leading NGO Goonj, was
endorsed by Shabana Azmi and advertised on TV, Radio and Print,
supported by huge on-ground activation such as branded vans and opening
of collection centres at retail counters. By facilitating a platform
where consumers could bring happiness to the less privileged in the
festive period, Whirlpool strengthened its credentials as a caring
company that believed in creating happiness not only for its customers
but for the community at large. The result of this campaign was
staggering: 180 tons of clothes were collected across the country with
more than 25 lakh consumers directly engaging with the brand during
this time.
Road Shows: A massive consumer contact program was done on Refs and
Aircon category at the start of the summer season, particularly in
towns where Whirlpool presence was weak. This helped in expanding
billing points in the smaller towns of the country.
- Social Media: Your Company engaged with the consumers directly
through Facebook and Twitter and we have more than 1 Lakh fans on our
website with whom we have a continuous dialogue every day.
Your Company continues to expand distribution by opening up
distributors in smaller towns. The dealer contact programme
initiated a couple of years ago has become a biannual event with the
first conducted at the onset of summer and the second prior to the
festive season. Over 10,000 dealers across the country are contacted on
each occasion during which old relationships are strengthened and new
ones started. Your Company also created a new format of exclusive Brand
Shops, focusing on large urban centres. Approximately 70 such outlets
were operational as we exited the year. There are plans to expand the
footprint of Brand Shops in the ensuing quarters.
Finally, your Company restructured the front end of the organization to
improve execution and bring focus on emerging businesses. (a) It merged
the Sales & Service at the regional level. This change was done to have
a single point of ownership in improving the pre and post purchase
experience and hasten speed in decision making. (b) To accelerate
growth in new businesses it strengthened the regional structure by
having dedicated business managers for Air Conditioners & Microwaves,
Power Accessories and Water Purifiers.
Exports
During the year under review, the Export business of the company
achieved a turnover of Rs.169 Crore. This achievement was in the face
of appreciating Indian Currency and steep increase in the raw material
cost.
Our neighboring markets in the SAARC region performed excellently and
delivered a volume growth of over 80%. We expect to maintain the
momentum in these markets through range and network expansion in these
low penetrated markets.
The new range of Mastermind and Proton World Series Refrigerators were
launched in Australia and initial results are encouraging. We achieved
breakthrough in select Latin American markets with our No-Frost Range.
This has laid the foundation for entering other markets in that region.
In Middle East, Europe and Africa, we were able to expand our range and
advance into select CIS Markets despite competitive market conditions.
Further geographic expansions in African markets were achieved through
our range of Semi Automatic Washers. South East Asia continues to
deliver steady volumes, particularly Philippines.
Going forward, the acceleration of new product development in India and
investment in new platforms will translate to a wider product range for
export markets. Your Companys focus on low cost innovation will also
benefit the export business for low income economies.
Consumer Services
Uncompromising Customer Care, launched in 2009-10, where the consumer
is the focal point in deciding quality of service rendered, continued
in 2010-11 with amazing results. The system has been well received by
consumers and it is now an accepted basis for rewarding our Service
Partners, with performance parameters being raised periodically.
Similar success was achieved on other service measures such as Same Day
Completion, Open Calls and Reminder Calls, which directly impact
consumer satisfaction.
Expansion of service footprint went hand in hand with expansion of
distribution. The Service function continued to contribute to your
Companys revenue through the sales of a unique range of accessories
and consumables, which registered profitable growth over the previous
year.
We are very confident and moving rapidly towards our goal of providing
Best in Class Service.
Human Resources
The year 2010-11 saw your Company continue to consolidate its
reputation as an Employer of Choice with Whirlpool being voted
amongst the Top 20 Best Companies to work for in 2011 by the Hewitt
Best Employers study. The Employee Engagement Score (EES) of 85 for
Whirlpool of India Limited was the highest in the Whirlpool world. The
high engagement of the workforce helped drive critical business levers.
Given the high growth environment, the team in Human Resource focused
on creatively managing Talent Retention, Capability Development,
Culture and Communication. The endeavor was to boost morale so as to
sustain the Spirit of Winning. We strengthened the embedment of the 5
point Extraordinary Performance and Results by taking it online. We
continued to provide our key players and critical position holders with
differentiated compensation and growth opportunities.
Managerial effectiveness was identified as a key focus area for higher
productivity and engagement levels. As a first step towards this, we
have covered 100 plus managers through a managerial skill survey which
provided them specific feedback on their managerial ability. This will
continue to be a focus area going forward as well.
To sustain the connect with employees at all levels the Employee
Engagement initiative took off with great spirit and vigor. Focus Group
Discussions were conducted across India and Employee Centric Action
plans were drawn out and under implementation. The leadership team took
ownership to drive four big leadership actions which impacted employee
engagement in the organization. This year the HR team organized several
connect initiatives with the employees through quarterly Everyone
Connect calls, Skip Meetings and celebrating success during Employee
Reward and Recognition programs. An interactive employee intranet site
WConnect was launched which gives each employee a means to express
their voice.
Key Organizational Capability Building initiatives such as Organization
Leadership Development Program (for Directors and Senior Directors),
Emerging Leader Development Program (for first time people managers),
and Project Breakthrough (for Branch Sales Managers) were successfully
concluded to gear up the organization for an exponential growth agenda.
We also launched project management and change management programs to
enhance execution capability. All managers were covered in the
Foundations of Whirlpool through online courses to understand your
Companys values and objectives as well as fundamental operational
capabilities. Indeed, we continuously encourage managers to leverage
Whirlpool University for virtual learning and self development.
To sustain high growth and profitability, we introduced floating
manpower in our manufacturing units which helped us in mitigating
challenges of rising costs and manpower shortage while at the same time
ensuring production targets were met.
Finance and Accounts
During the last fiscal, your Company delivered yet another year of
strong business results continuing its journey of sustainable and
profitable growth. Top line growth was 22% against a moderate volume
growth of 12% and improvements were registered in all operating
metrics. The performance is creditable as it was achieved in an
extremely challenging business environment characterized by (a) high
food inflation that slowed down growth, (b) spike in commodity costs
that put margins under pressure, and (c) a fiercely competitive
marketplace.
Key enablers of your Companys 2010-11 performance were successful low
cost innovations in Refrigerators and Washers, a richer product mix,
exponential growth in Air Conditioners and Microwaves, and relentless
focus on discretionary spends. Our focus on cost is now well embedded
but cost take outs in 2010-11 were unable to fully mitigate the
commodity inflation and hence price increases were necessary. These
initiatives helped in protecting margin and we remain one of the most
profitable players in the industry. Our cash generation remains strong
and we are able to finance our investment from internal accruals.
Overall, your Companys performance during the past fiscal year is a
solid reflection of our strong brand, innovation led- growth, good
fiscal management, and depth of talent. This strong foundation will
stand us in good stead in continuing our journey of sustainable
profitable growth.
Directors
Your Directors intrinsically believe in the philosophy of Corporate
Governance and are committed to it for the effective functioning of the
Board.
In accordance with the provisions of the Companies Act, 1956 and the
Article 115 of the Articles of Association of the Company Mr. Sanjiv
Verma and Mr. Simon James Scarff retire by rotation and being eligible
offer themselves for re- appointment.
Mr. Sanjiv Verma is an Engineering Graduate from Indian Institute of
Technology (IIT). He has over 27 years of experience working in various
leadership positions. His last assignment was as General Manager India
and SEA & Managing Director, Baxter India. Currently he is a Director
of J. V. D. Health Pvt. Ltd. and Devita Renal Care India Private
Limited. He is Founder Trustee of Chronic Health Care Foundation of
India. He is on your Board since 2009 and is also a member of the Audit
Committee.
Mr. S.J.Scarff, Independent Non-Executive Director of the company is
the Non-Executive Director and Chairman of GlaxoSmithKline Consumer
Healthcare Ltd. He worked for over 23 years with Smithkline with
specific reference to Marketing. In 1999 he was awarded the
prestigious honour of the Officer of the Order of the British Empire by
Her Majesty, The Queen of England. He is on the Board of your Company
since 2001 and is also a member of the Audit Committee and Remuneration
Committee.
Auditors
Members are requested to appoint Auditors for the current year on a
remuneration to be fixed by the Board as per Item No. 4 of the Notice
for the Annual General Meeting. M/s S. R. Batliboi & Co., the present
Auditors of the Company have, under Section 224 (1B) of the Companies
Act, 1956 furnished a certificate of their eligibility for
reappointment. The Board recommends their re-appointment as Auditors
for the Financial Year 2011-12.
The Board has taken note of the observations and remarks made by the
Auditors in their Report on Statutory payments.
The observation made by auditors on slight delay in payment of
statutory dues is self explanatory. The Company has taken effective
steps to streamline the statutory payments.
Fixed Deposits
As at March 31, 2011, no Fixed Deposits were held by the Company.
Listing of Shares
Companys equity shares are listed at Bombay Stock Exchange Ltd. and
National Stock Exchange of India Ltd.
Audit Committee
The Audit Committee held four (4) meetings during the year. The
Members of the Audit Committee are:- Mr. Anand Bhatia, Chairman -
Independent Director Mr. Simon J. Scarff, Member - Independent Director
Mr. Sanjiv Verma, Member - Independent Director Mr. Robert L. Mink,
Member - Non-Executive Director
Mr. Anand Bhatia, Chairman of the Committee has adequate financial and
accounting knowledge.
The Chief Financial Officer, Internal Auditor and the Statutory
Auditors of the Company are permanent invitees to the meetings of the
Audit Committee. It is a practice of the Committee to extend an
invitation to the Managing Director and Cost Auditor to attend the
meeting as and when required.
Mr. Ravi Sabharwal, Company Secretary, is Secretary of the Audit
Committee.
Directors Responsibility Statement
The Directors confirm that:
(i) In the preparation of the annual accounts, the applicable
accounting standards have been followed, along with proper explanation
relating to material departures;
(ii) The directors have selected such accounting policies and applied
them consistently and made judgments and estimates that are reasonable
and prudent so as to give a true and fair view of the state of affairs
of the company at the end of the financial year and of the profit or
loss of the company for that period;
(iii) The directors have taken proper and sufficient care for the
maintenance of adequate accounting records in accordance with the
provisions of the Companies Act, 1956 for safeguarding the assets of
the company and for preventing and detecting fraud and other
irregularities;
(iv) The directors have prepared the annual accounts on a going concern
basis.
Transfer to Investor Education and Protection Fund
In terms of the provisions of Section 205C of the Companies Act, 1956,
during the financial year there was no unclaimed amount required to be
transferred to the Investor Education and Protection Fund established
by Central Government.
Corporate Governance
A Certificate from the Statutory Auditors regarding compliance of the
conditions of Corporate Governance as per the requirement of Clause 49
of the Listing Agreement with the Stock Exchanges is enclosed as part
of Corporate Governance Report.
The Board of Directors support the concept of Corporate Governance and
having regard to transparency, accountability and rationale behind the
decisions have made proper disclosures separately under the heading
Corporate Governance.
Insurance
The Directors confirm that Fixed Assets and Stocks of the Company are
adequately insured against fire and allied risk on a replacement cost
basis.
Conservation of Energy, Technology Absorption, Foreign Exchange
Earnings & Outgo
In accordance with the requirements of Section 217 (1) (e) of the
Companies Act, 1956 read with the Companies (Disclosure of particulars
in the report of the Board of Directors) Rules, 1988, statement showing
particulars with respect to Conservation of Energy, Technology
Absorption and Foreign Exchange Earnings and Outgo are annexed hereto
(Annexure B) and form part of this report.
Personnel
As required by the provisions of Section 217 (2-A) of the Companies
Act, 1956 read with Companies (Particulars of Employees) Rules, 1975,
as amended, the names and other particulars of employees are set out in
the Annexure C to this Report. However, as per the provisions of
Section 219 (1) (b) (iv) of the Companies Act, 1956, the Directors
Report is being sent to all members of the Company excluding the
aforesaid information. Any member interested in obtaining such
particulars may write to the Company Secretary either at the registered
office or Corporate Office of the Company.
Acknowledgement
The Companys growth has been achieved by continued support from all
its stakeholders. The Companys partners- different Stakeholders,
Customers, Suppliers, Employees, Investors, Community Members, Banks &
Financial Institutions have been instrumental in the Companys success.
Your Directors wish to place on record their sincere thanks to these
partners. The Directors would also like to express their appreciation
to various agencies of Central & State Government for their continued
support.
For and on behalf of the Board of Directors
Syed Shahzad Akhtar Arvind Uppal
Place: Gurgaon [Whole Time Director] [Chairman & Managing
Director]
Dated: May 9, 2011 DIN 03052558 DIN 00104992
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