Kaya Case Study Of Kayaa
During Q3FY13, Kaya achieved a turnover of INR 78.5 crore (USD 14.5 million) registering a growth of about 5% over Q3FY12. The Kaya business in India and in the Middle East achieved same store sales growth of about 4% during Q3FY13 as compared to Q3FY12. On the back of a very strong Q2 a slight moderation in the growth rates was expected. A slowdown in the discretionary spends also impacted overall growth rates. However, Kaya continues to sustain the top line growth trend for the past 9 quarters …show more content…
Kaya turned into a profit making business in Quarter ended September 2013, after reporting a major loss in PY.
During its lifetime, Kaya increased its offerings under skincare and dermatological services and products across 100+ clinics (82 Domestic) acquiring a profitable skin care business Derma Rx in Singapore (4 clinics across Singapore and Malaysia).
In the decade long run under Marico, an FMCG major, Kaya had some major employee exits, including the MD. If analysts are to be believed, “it was not being run as a retail company”.
The demerger lead to an increase in the market price of Marico, with significant improvement in the ROE. Post the demerger, Marico issued Mariko Kaya shares of Face value INR 10 each, at a premium of INR 200, for every 50 shares of Marico Limited, face value INR 1 each.
As Milind Sarwate, Group CFO, Marico, explained in 2013: “It has been a decade and Kaya did look at expanding operations but it did not meet our expectations. We would be partitioning the balance sheet of the two companies within the group and there will be no cross-holding between them.”
The demerger transferred Kaya’s losses from the Marico’s Income statement, and putting an end to it as being a drag on the FMCG unit’s