Company Overview
Founded in 1973, R K Swamy Ltd. (RKSL) is engaged in the business of integrated marketing communications, customer data analysis, customer data mining, customer insights mapping, full-service market research and syndicated studies. RKSL is essentially a data-driven, integrated marketing services provider. It successfully leverages the digital and the physical interfaces to offer a full service and 360-degree solution to the clients. It has a very extensive repertoire to its credit of works done. In FY23 alone, RKSL published more than 818 creative campaigns on behalf of its clients across various media platforms. In addition, RKSL also processed over 97.69 terabytes of data and conducted over 2.37 million consumer interviews via quantitative, qualitative, and telephone surveys. The company started as a publicity and advertising agency but has gradually embarked on the full gamut of digital marketing services that are in sync with the needs of modern growth stories. It has an impressive client roster, with some of its premium clients including Dr. Reddy’s Labs, EID Parry, Fujitsu, Gemini Edibles, Havells, IFB Industries, Mahindra & Mahindra, ONGC, Eicher Motors, Hawkins, HPCL, Himalaya Wellness, and Ultratech Cements. Among service industry players, its key clients include Birla Sun Life AMC, Cera, ICICI Prudential Life Insurance, Shriram Finance, and Union Bank of India. Many of its publicity and marketing campaigns have been quite iconic in terms of its impact on customers and the market, apart from the customer mindshare. RKSL currently employs over 2,391 personnel across its 12 offices and 12 field offices.
Objects of the issue:
The net proceeds from the fresh issue will be used towards the following purposes:
- Funding working capital requirement of the company – Rs. 87 crores;
- Funding capital expenditure to be incurred by the company for setting up a digital video content production studio (“DVCP Studio”) – Rs. 10.9 crores;
- Funding investment in IT infrastructure development of the company, and the Material Subsidiaries, Hansa Research and Hansa Customer Equity – Rs. 33 crores;
- Funding setting up of new customer experience centres (“CEC”) and computer aided telephonic interview centres (“CATI”) of the company – Rs. 21.7 crores; and
- General corporate purposes.
Investment Rationale:
Strategic integration and diversification propel the company into marketing services landscape
RKSL boasts a rich heritage of over 50 years as a pioneer in integrated marketing services within India. Over the decades, the company has evolved into one of the nation’s leading integrated marketing service groups, offering a comprehensive suite of solutions spanning creative, media, data analytics, and market research services. Grounded in responsiveness to market trends and client needs, RKSL has cultivated enduring relationships with a diverse clientele comprising large corporates, state-owned enterprises, emerging entrepreneurs, and businesses across various sectors. As the marketing landscape continues to evolve, clients increasingly seek streamlined and efficient solutions to address their diverse marketing needs. In response, RKSL’s integrated service model emerges as a compelling value proposition, offering clients a single window for their marketing requirements. By leveraging its interrelated and complementary business segments, the company stands poised to provide comprehensive support across the entire media and marketing value chain. As clients navigate the complexities of modern marketing, the appeal of
Robust track record and client-centric approach bolster the company’s market dominance
RKSL’s exceptional 15-year track record in the Data Analytics and Marketing Technology (MarTech) segment underscores its position as a leader in market research and customer data analytics. Since its inception, the company’s subsidiary, Hansa Customer Equity, has been at the forefront of standalone customer data analytics, servicing over 200 clients across various sectors. Recognized as one of India’s top 50 companies for data scientists to work for by Analytics India Magazine, Hansa Customer Equity exemplifies excellence in the field of data science. With a comprehensive suite of services encompassing Marketing Automation Platforms, Media Planning Tools, and AI-driven insights, RKSL remains at the forefront of innovation in the industry. The company’s ability to deploy various technologies, including machine learning and in-house algorithms, positions it to address clients’ evolving business needs effectively. As the market for customer data analytics and MarTech solutions continues to expand, RKSL anticipates robust growth, with projections indicating significant market expansion by FY28. Furthermore, RKSL’s well-diversified client base and long-standing relationships underscore its market dominance and resilience. With over 4,000 client organizations served and a focus on key sectors such as BFSI, automotive, and FMCG, the company possesses deep domain expertise and a proven track record of delivering value-added solutions. By leveraging the reach and relevance of digital content, RKSL supports clients’ marketing initiatives across online and offline channels, further solidifying its position as a trusted partner in the marketing services landscape.
Valuation and Outlook:
RKSL, with its integrated marketing services approach, is strategically positioned to capitalize on India’s burgeoning digital infrastructure growth spurred by initiatives like the ‘Digital India’ campaign and the expansion of 4G/5G networks. This rapid digital transformation has facilitated increased connectivity, internet penetration, smartphone usage, and digital payments, thereby creating significant marketing opportunities, particularly in rural areas, and fostering industry expansion. Over the past three years, R K Swamy Ltd. has demonstrated robust revenue growth, with sales increasing by nearly 70% in the last two years alone. The company’s profitability metrics reflect this growth trajectory, with net profit margins reaching 10.7% in FY23 and marked a ten-fold increase in net profit over the past two years. Moreover, the impressive ROE of 69.1% and ROA of 10.0% underscore the company’s efficient utilization of resources and strong profitability. From a valuation perspective, R K Swamy Ltd.’s P/E ratio of 41x, based on FY23 earnings, is reasonable considering the industry average P/E of 69x. The inherent nature of the digital marketing analytics business is such that it entails higher initial risk followed by a phased replication model upon successful roll-out. While the IPO presents an opportunity for substantial returns, investors must be prepared for potential cyclical returns and a longer investment horizon. Based on the above positives, we give the issue a “SUBSCRIBE” rating.
