CSL/2023-24/400

15th February, 2024

To, To,
BSE Limited National Stock Exchange of India Limited
Corporate Relationship Department Exchange Plaza
1st Floor, New Trading Ring Bandra Kurla Complex
Rotunda Building, P J Towers Bandra (East)
Dalal Street, Fort, Mumbai – 400001. Mumbai – 400051.
Scrip Code :532443
Scrip ID: CERA Scrip Code: CERA

Dear Sir/Madam,

Sub: Regulation 30 of the SEBI (LODR) Regulations, 2015 - Investor Presentation

Pursuant to Regulation 30 of Securities and Exchange Board of India (Listing Obligations

and Disclosure Requirements) Regulations, 2015, we are enclosing herewith Corporate
Presentation.

The same is also available on the website of the Company.

We hope you will take the same on your records.

Thanking you,
For Cera Sanitaryware Limited.
HEMAL
Digitally signed by HEMAL JANARDAN
SADIWALA
DN: c=IN, o=Personal, title=1769,
pseudonym=1330138917160425167M7u3V

JANARDAN
jyWA1Zui,
2.5.4.20=6b4ec8e524e33f51a85e90684a283
fb7298733d00b4cadaec4b37a8a54114225,
postalCode=380008, st=Gujarat,

SADIWALA
serialNumber=f2fe036f7fce318ced974ed88
37dfa1e1c2da169e5861098ce6b05679d5c9
f6e, cn=HEMAL JANARDAN SADIWALA
Date: 2024.02.15 10:21:18 +05'30'

Hemal Sadiwala
Company Secretary
Encl: As Above
CERA Sanitaryware Limited
Corporate Presentation Style. Innovation. Leadership
Disclaimer
This presentation and the accompanying slides (the “Presentation”), which have been prepared by
Cera Sanitaryware Limited company, have been prepared solely for information purposes and do
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
whatsoever. 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.
This presentation contains certain forward-looking statements concerning the Company’s future
business prospects and business profitability, which are subject to a number of risks and
uncertainties and the actual results could materially differ from those in such forward-looking
statements. The risks and uncertainties relating to these statements include, but are not limited to,
risks and uncertainties regarding fluctuations in earnings, our ability to manage growth,
competition (both domestic and international), economic growth in India and abroad, ability to
attract and retain highly skilled professionals, time and cost over runs on contracts, our ability to
manage our international operations, government policies and actions regulations, interest and
other fiscal costs generally prevailing in the economy. The company does not undertake to make
any announcement in case any of these forward-looking statements become materially incorrect in
future or update any forward-looking statements made from time to time by or on behalf of the
company. 2
 Contents
Company Overview 4

Management team & Shareholding 6

ESG, Technology and R&D 9

Marketing and Customer Connect 14

Financial Overview 23

3
Company owned experience centre
 Premier Sanitaryware Company in India
Rich Legacy of

~42years #1 Largest ZERO

Market Leader in India for Sanitaryware facility in Debt Company
Sanitaryware India

40% Rs.768 cr. 1,000% ~6,000

PAT Growth Cash and Cash Rate of Dividend - FY23 Dealer Network*
(FY23 vs. FY22) Equivalents*

136 Sanitaryware Rated AA Rated AA/Stable

Long Term Debt Long Term Debt
744 Faucetware Rated A1+ Rated A1+
New products introduced since
April 2022** Short Term Debt Short Term Debt 4
Note:
* As on 31st December 2023
** Includes Lustre Series
(CARE) (CRISIL)
 Robust Financial Position and Protocols

Zero Debt • Cash and Cash Equivalents of Rs. 768 crore; primarily liquid investments
Company • No Contingent Liabilities for Joint Ventures

• Fixed Asset turnover of ~6.1x1

Sharp Focus
• Uniform organization-wide policy to monitor receivables – credit not used to drive revenues
on Efficient
Capital Management • ERP automatically shuts down fresh supplies to dealers / customers with dues in excess of 45-60
days

• Consistent cash generation each year Dividend + Capex Operating Cashflow

262
• Annual Capex requirement < Free Cash flow
Free Cash Flow
generation
Positive with 133 123
156
• Increasing gap between annual cash flow 120 122
Robust Cash Position 106 235 98
generation less dividend outflow and capex 27 49 57 61
70
44 41
• Regularly paid dividends for the last 30 years + 93 86
62 73 76 62
27 57
FY16 FY17 FY18 FY19 FY20 FY21 FY22 FY23

5
Financial Discipline is Central to the growth strategy
Note 1: As on 31st March 2023
Promoters

Mr. Vikram Somany Mrs. Deepshikha Khaitan

Founder and CMD Joint Managing Director
• B.Sc., FCMI (U.K.) • B.Sc. Hons. (Economics), LLB
• Founded the business in 1980 • Actively associated with CERA for over 8 years
• Deep industry knowledge and experience • Involved in Design Innovation, Product, R&D, Channel
• Hands on involvement Outreach, Sales & Marketing.
• Initiation and execution of strategy • Driving equal focus on profitability & product 6
• Drives High Governance Standards development.
Leadership Team
Mr. Anupam Gupta
Executive Director (Technical) Mr. Vikas Kothari
Mr. Ayush Bagla
Chief Financial Officer
• BE in Electrical Engineering and Executive Director
MBA • Total experience 20 + years
• B.A (Business) from Franklin &
• Over 30 years of industry Marshall College, USA • Responsible for overall Financial
experience, - has been a part of function including Financials,
• 24 year experience in Fund
various industries like Cement, Banking, Commercial, Budgeting
Management and Private Equity
Textiles, Chemicals and and Cost Controls.
Ceramics; - spending last 17 • Managing Investor Relations & • Has worked with French MNC
years in Aditya Birla Group Strategic Planning initiatives at
BIC World-BIC Cello, Aditya Birla
Cera
• Responsible for all aspects of Group, Reliance Industries Ltd.
manufacturing activities at Cera

Mr. Sandeep Abraham

Mr. Rahul Jain
President - Sales
President – Marketing
• M.Com, PGDMM, Senior Mr. Ajay Jain
• Extensive experience in the Vice President (Faucetware
Management program in Mr. Vivek Andankar
Sanitaryware and Mr. V Nagpur
Krishnamurthy Division)
IIM Asst. Vice President
Faucetware industry.
Previously worked in top
President – Marketing
• 27 years of experience • BE Mechanical Engineering Production – Sanitaryware
MNC’s like Roca India • Over 26years of industry • Experience of 23 years; - •
(RBPPL), Nippon Paint,
• Previously
experience.held the position
Total experience of 24 Years
has been a part of
of Head of Sales at Roca • Responsible for all aspects
Akzonobel and HUL. • India
Responsible
(RBPPL),for all prior
with companies like HSIL, Kohler
of Sanitaryware
• Responsible for the procurement,
experience vendor
in renowned India and Hindalco in the
manufacturing at Cera
marketing function and relations, and
companies after
such as sales past
other consumer relevant service. Roca, EID Parry
Parryware • Responsible for all aspects
• Has worked with Kohler, LG
innovations that deliver Electronics, Electrolux
(India) Ltd., Nuchem Ltd., of Faucetware
measurable improvement Hutchison Max Telecom, manufacturing at Cera
in brand equity and market and Jabalpur Tractors
share. (Maruti Zen).
7
 Ownership and stakeholder value creation
Mutual Funds,
8.1% Market Cap. (in Rs. Crore)

FIIs, 20.6%

Promoters,
54.5%
10,206
Public 29 Dec. ‘23
Shareholding, 63
16.8%
June ‘09
Key Institutional Shareholders As on 31st December, 2023
Nalanda India Equity Fund Ltd. 10.0%
HSBC Small Cap Fund 2.3%
Government of Singapore & Monetary Authority of Singapore 2.1%
Dividend Distributed (Rs. cr.)
Tata MF 1.9% 65.0
Canara Robeco MF 1.8%
Vanguard MF 1.7% 45.5
HDFC Life Insurance Company Ltd. 1.2%
Grandeur Peak 0.8%
Schroder International 0.8% 18.8 18.8 20.4 20.4
Emerging Markets 0.7% 14.2 16.9
UTI Small Cap Fund 0.7%
IMCO Emerging Markets Public Equity 0.3%
BNP Paribas 0.3%
Edelweiss 0.3%
FY16 FY17 FY18 FY19 FY20 FY21 FY22 FY23
Union Small Cap Fund 0.2%
As a % 17.0% 18.8% 17.7% 17.7% 17.6% 16.7% 30.5% 31%
PNB Metlife 0.2% 8
of PAT
Other Institutional Shareholders 4.8%
Total 30.1%
Large-Scale and Optimized Manufacturing

9
 Quality Control and Process Excellence.. 1
Rapid Technology Adoption –Robotics for Sanitaryware and Faucet Finishing

For uniform
For and faster
Sanitaryware producing glazing
Sanitaryware
Robotic high end ensuring
Robotic
Pressure sanitaryware smooth
Glazing:
Casting: in large surface with
quantities minimum
wastage

Helps in
uniform coat
Faucet of
Faucet For
Robotic chromium
Peeling impeccable
Surface plating that
Machine: body finish
Grinding: will lead to
surface
endurance

10
First Indian sanitaryware company to implement ISO 9002 and ISO 14001 certifications for Quality
Management Systems and Environment-friendly Manufacturing Systems
Design Excellence and deep technology imprint
First Installed 3D
Sanitaryware printers for
Company to Faucet design
design and – A complete
install 3D automated
printers design
process

Successfully installed 3D printers which has considerably shortened the duration for 11

conversion of concept into launch for new designs

Concerted Focus on ESG… 1
Annual Green Energy Generation & Consumption Mill KWH
Generation Consumption
22.4 22.2
20.9 20.5 20.5
17.8 18.8 18.1
15.7
14.1 14.6
12.5

FY17-18 FY18-19 FY19-20 FY20-21 FY21-22 FY22-23

Environment

⮚ Sustainability is at the heart of CERA’s being. Amongst various initiatives:

● Non-Conventional Energy generation via wind and solar was initiated in the year 1995
● Capacity of Non-Conventional Energy generation of the company is 9.5 M.W
● Sanitaryware and Faucetware plants in Gujarat met more than 80% of the energy needs through non conventional
captive generation during 9MFY24
● 100% of Sanitaryware production energy needs met through natural gas
● Natural gas being procured below open market pricing from isolated wells 12

⮚ Appreciated and acknowledged by customers as a completely sustainable and ‘green’ Vendor

Sustainability … 2
Year on year downward trend in specific consumption of utilities.

Water Consumption wrt sent Gas Consumption wrt sent to Power Consumption wrt sent
to warehouse (KL/MT) warehouse (SCM/MT) to warehouse (KWHr/MT)
475 820
9.8 360 596
304 474
6.3
4.8

2020-21 2021-22 2022-23 2020-21 2021-22 2022-23 2020-21 2021-22 2022-23

Upgradation of Zero Liquid Discharge (ZLD) plant

• Increase Plantation
• 90% Water Recovery
• Treatment Optimization
• Reuse of Waste Chemicals
13
• Reduction of Solid Waste
 Strong Brand Promise
- CERA’s product portfolio
encompasses every
aspect of the price and
design matrix LUXURY

- Niche brands for deeper

engagement with varied PREMIUM
customer and market
segments

MID

MASS
14

Brand Promise carefully cultivated over 40 years by consistently delivering on quality, value, expectations
Multi layered Marketing Infrastructure.. 1

⮚ 9 CSS:
Ahmedabad/Mohali (Upcoming)/Hyderabad/Chennai/
Cochin/Kolkata/Morbi/Trivendrum/Bangalore
⮚ Discerning customers including influencer's can touch
and feel products
⮚ No sales orientation/pressure
⮚ The average size these company owned showroom are
approx. 7,000 sq.ft.
⮚ With more than 14,000 sq.ft. of display, Hyderabad CSS
is the largest company showroom in this industry

15

15
Multi layered Marketing Infrastructure.. 2

⮚ 276 CSGs: Covering pan India (Dealer Owned)

⮚ Complement/Substitute CSS
⮚ Filters include showroom location, size of display area allocated,
sales turnover history and commitment of the dealer
⮚ Exclusive display in a marked area that will highlight products
⮚ Trained sales team helping purchase decisions of customers
⮚ Minimum size of showroom ranges above 1,000 sq. ft.

16
Multi layered Marketing Infrastructure.. 3

⮚ 154 CSH: Covering pan India (Dealer Owned)

⮚ Expanding the brand presence in B & C Cat. towns
⮚ Exclusive display in a marked area that will highlight
products
⮚ Minimum size of showroom ranges between 200 sq.
ft. - 800 sq. ft.

17
 Multi layered Marketing Infrastructure.. 4

⮚ Enhances retail experiences, retailer owned

⮚ Currently 1,088 Style Centre operational
⮚ Over 1,400 CSCs planned in the next 3-4 years
⮚ Minimum size of showroom ranges between
100 sq. ft. - 200 sq. ft.

18
 Multi layered Marketing Activities.. 5
CERA, onboards Kiara Advani and Vijay Deverakonda as brand ambassadors.

Consistent investments across consumer touch points to enhance the overall market potential
⮚ Creating a strong brand recall in consumers minds

New Brand
Campaign
launched

‘CERA.
This is your
space,
Play it your
way’

• The new brand communication has been unveiled in TV, Digital, OTT and other platforms.
• The campaign features CERA’s wide range of sanitaryware, faucets, and tiles with the latest styles and technology
showcasing the versatility of the collection, that it has something for everyone.
19
Multi layered Marketing Activities.. 6
CERA Superstar retailer loyalty program is specially curated to win bundles of exclusive rewards, benefits and privileges
at every level of performance.

18,000+ enrolments

Retailer
Loyalty
Program

20
Multi layered Marketing Activities.. 7
CERA Plumber Loyalty Program: A reward program successfully launched by the Company for plumbers
In this program:
➢ Plumbers receive rewards for recommending and facilitating the sale of Cera products
➢ The program communications include Program posters at retailers, and dealer counters
➢ Additionally, this program includes a mix of communication channels which includes SMS, Phone calls, Program
creatives, and in-person meetings by the sales and marketing team

Plumber
Loyalty
Program

21
Customer Focused and Customer Centric

• 13 service offices Mobile app

After Sales • 44 officers attending technicians Mobile app for trade as Complaints
Servicing • 426 technicians to attend for well to closed
New CRM
Team – On customers register within 1 to
complaints spread across every module
to register complaints 2 working
Company’s state complaints of their days
Books • Periodical training on products clients
for better quality service

Nationwide
Toll free
number
1800 258 5500

22
Customer App Dealer App
 Financial Overview
Revenue (Rs. in crore) EBITDA (Rs. in crore) PAT (Rs. in crore) EPS (in Rs.)
323 210
1,796
161.20
1,442 244 149
1,344
1,193 1,209 1,202 206
182 178 115 116 114.84
172 100 101 88.46 89.15
77.08 77.89

FY18 FY19 FY20 FY21 FY22 FY23 FY18 FY19 FY20 FY21 FY22 FY23 FY18 FY19 FY20 FY21 FY22 FY23 FY18 FY19 FY20 FY21 FY22 FY23

Networth (in crore) Working Capital Days (net) ROCE (%) ROE (%)
107 104 103 19% 18% 19%
1,169 94 24% 24% 16% 16%
1,006 23%
874 71 69 20% 12%
773 59 17%
700 15%
605

FY18 FY19 FY20 FY21 FY22 FY23 FY17 FY18 FY19 FY20 FY21 FY22 FY23 FY18 FY19 FY20 FY21 FY22 FY23 FY18 FY19 FY20 FY21 FY22 FY23
23
Abridged P&L – Standalone – Period ending 31 December 2023
Particulars (Rs. crore) Q3 FY23 Q3 FY24 Y-o-Y Shift 9M FY23 9M FY24 Y-o-Y Shift

Revenue from Operations 455.74 436.72 (4%) 1265.61 1324.60 5%

Other Income 13.70 15.99 na 24.38 44.70 83%
Total Income From Operations (Net) 469.43 452.71 (4%) 1,290.00 1,369.30 6%
Total Expenditure: 382.88 377.30 (1%) 1,065.56 1,122.41 5%
Raw Material expenses (costs of material consumed) 207.44 200.02 (4%) 573.84 611.75 7%
Employee benefits expense 53.07 55.81 5% 156.75 170.26 9%
Other expenses 122.37 121.47 (1%) 334.98 340.39 2%
EBITDA (includes Other Income) 86.55 75.41 (13%) 224.44 246.90 10%
EBITDA margin (%) 18.4% 16.7% -170 bps 17.4% 18.0% 60 bps
Finance Costs 1.29 1.45 12% 3.50 3.87 11%
Depreciation and Amortization 7.96 9.12 14.5% 22.65 25.22 11%
Profit Before Exceptional Items 77.30 64.85 -16% 198.28 217.81 10%
Exceptional Items 0.00 0.00 na 0.00 -1.56 na
PBT 77.30 64.85 -16% 198.28 216.25 9%
Tax expense 20.93 13.97 (33%) 51.56 52.11 1%
PAT 56.37 50.88 (10%) 146.72 164.14 12%
24
PAT margin (%) 12.0% 11.2% -80 bps 11.4% 12.0% 60 bps
Thank You
For further information, please contact:
Mr. Vikas Kothari (Chief Financial Officer) / Mr. Deepak Chaudhary (General Manager, Finance & Audit)
CERA Sanitaryware Limited
Phone : + 02764-243000 / 033 24484222
Email: vikas.kothari@cera-india.com
deepak.chaudhary@cera-india.com

Mayank Vaswani / Devrishi Singh

CDR India
Phone : +91 98209 40953 / 98205 30918
Email: mayank@cdr-india.com
devrishi@cdr-india.com