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Ladies and gentlemen, good day, and welcome to the Matrimony.com Q1 FY 2023 Earnings Conference Call, hosted by HDFC Securities. [Operator Instructions] Please note that this conference is being recorded.
I now hand the conference over to Mr. Amit Chandra from HDFC Institutional Equities. Thank you, and over to you, sir.
Thank you, Operator. Good evening, everyone. On behalf of HDFC Securities, I would like to welcome you all to the matrimony.com quarter 1 FY '21 earnings call. We have with us today, Mr. Murugavel Janakiraman, Promoter and Managing Director; and Mr. Sushanth Pai, Chief Financial Officer.
So without further delay, I would like to hand over the call to Mr. Murugavel to provide a brief overview of the quarter gone by. And then we can open the floor for a question-and-answer session. Thank you, and over to you, sir.
Thank you, Amit. Good evening, everyone. I hope all of you are continuing to stay safe and healthy. I take this opportunity to wish everyone an advanced wishes for the Independence Day, 75th year of Indian Independence Day. [indiscernible] purpose is to build a better Bharath [indiscernible].
Last year in FY '22, we reported a double-digit billing growth in billings and revenue. Continuing with that trend I'm happy to report another quarter of double-digit billing and revenue growth. Also it is heartening to see that our paid subscriptions grew by 13.8% and have reached a 2.5 lakhs in the quarter and taking it to an annual run rate of 1 million paid subscriptions. This also signifies that we are making good progress with our strategic priorities.
Now let me come to the results. In quarter 1, on a consolidated basis, we have achieved INR 115.5 crores in billing, which is 10.8% year-on-year growth. Revenues were INR 116 crores, which is 10% year-on-year growth.
Let me share the key highlights for the matchmaking business, which are as follows. In quarter 1, billing was at INR 104.6 crores, a growth of 1.2% quarter…
INR 114 crores.
INR 114.6 crores, I am sorry, a growth of 1.2% quarter-over-quarter and 9.4% year-on-year, which is just shy of a double-digit growth. Revenue at INR 114.2 crores, a growth of 4.6% quarter-over-quarter and 8.9% year-on-year.
We added 2.5 lakh paid subscription during the quarter, we had good growth of 7.2% quarter-over-quarter and 13.8% year-on-year. Average transactional value for the matchmaking business declined by 5.6% quarter-over-quarter and 4% year-on-year. And this is in line with our paid subscription acquisition strategy.
We continue to track the impact that we create to our customers, and we are happy to state that we have created about 23,000 success stories in quarter 1.
Now coming to the Marriage Services business, revenue was INR 1.8 crores, a growth of 26% quarter-over-quarter and 227% year-on-year. The loss in the quarter was INR 3.4 crores compared to INR 3.1 crores in the previous quarter. We have completed integration with ShaadiSaga, and we expect to grow momentum in wedding services too [indiscernible]. I am happy to state, we have launched the "Be choosy" new TV campaign that explore the bias against women who want to be choosy when it comes to finding the right life partner and that has been received very well. At the recent Kyoorius Creative Awards, BharatMatrimony "Pehle Padhai Phir Shaadi" a social initiative to empower girls to choose education over marriage, bagged about 14 awards. The awards were a celebration of the most outstanding and intuitive work in advertising and marketing communications.
Under billing and revenue outlook for quarter 2, our Q2 is seasonally a weak quarter. Due to this on a consolidated basis, we expect that we may fall slightly short of double-digit year-on-year growth. On wedding service the momentum is expected to continue and [indiscernible] will get a similar level of Q1.
Let me pass on to Sushanth. Sushanth over to you.
Thanks, Muruga. Our EBITDA margin for the matchmaking business in quarter 1 is at 23.5% as compared to 22.7% in quarter 4 and 27.7% a year ago. Marketing expenses are at INR 43.5 crores, as compared to INR 42.7 crores in quarter 4 and INR 37.3 crores a year ago. Excluding marketing expenses, our margins in matchmaking are stable at 62%. In this quarter, we have salary increments for people. Average salary increment was in the range of 9% to 10%. On a consolidated basis, our EBITDA margins in quarter 1 are at 17.6% as compared to 18.1% in quarter 4 and 21.6% a year ago. The tax rate in the quarter is at 21% as compared to 26% in quarter 4. The tax rate is reduced due to lower tax on realized gains on mutual funds, which were redeemed to fund the initial buyback amount of INR 18.75 crores. PAT, excluding Astro, stood at INR 12.1 crores, an increase of 2.1% quarter-on-quarter and a decline of 14% year-on-year. Share of loss from Astro is INR 16.3 lakhs.
Net profit margin has been stable at 10% plus levels for the last 3 quarters. Our free cash generation has been robust at about INR 22 crores for the quarter, signifying free cash flow conversions from EBITDA at 1.06%. Return on capital employed for the quarter is up 15.7%. On the outlook for Q2 margins, based on what Muruga said about the revenue on billing achievement, we expect EBITDA and PAT to be slightly lower than Q1 levels, as it was a seasonal quarter.
I would like to end with the customary safe harbor statement. Certain statements during this call could be forward-looking statements on our business. We've involved a number of risks and uncertainties that could cause actual results to differ materially from such forward-looking statements. We do not undertake to update any such forward-looking statements that may be made from time to time by or on behalf of the company, unless it's required by law.
Over to you, Amit.
Sir, would you like to begin with the question-and-answer session?
Yes, we can.
[Operator Instructions] We have the first question from the line of Deep Shah from B&K Securities.
So my first question is around the ATV. So it's actually very heartening to see paid subscription going up. Now this ATV, would you say is a function of increasing competitive intensity. We saw some concessional offerings being introduced? Or is it just a function of this quarter being generally a soft quarter and therefore, we have given reduced prices. So that would be my first question. Sir, second question was, if you could give us some more update on your new initiatives, how have they panned out? And what is the traction there?
Thank you, Deep Shah. So it's a function of various things. It's a combination of pricing strategies, which you deploy for the various segments. So ongoing there we'll continue to see growth various segments, continue to offer different strategies to increase the monetization. So that's one of the new things. Another also, we launched a new initiative, it's a combination of all these factors that have contributed to the reduction in ATV. However, that has contributed to an increase in the volume growth. So we do expect the ATV to be at similar level again as we continue to figure out -- continue to employ various strategies, operating strategies to drive the growth. So in terms of the new initiatives, we are still in the early stages there, nothing significant to comment at this time. So both the new initiative, what we launched for the vernacular matchmaking but also the global matchmaking initiative.
And sir, just as a follow-up. So ensuring -- so do you see that our investments are gradually increasing in ShaadiSaga. So if I compare the -- even the marketing spend is gradually improving. So have we now fully integrated ShaadiSaga and what is the traction there? Have you introduced differential plans there? Any update on that would be very helpful.
Yes. Thanks Deep. We have fully integrated the ShaadiSaga platform into WeddingBazaar.com. And not only the platform this thing, everything are being integrated. Today, that makes it the largest player in the wedding services stage. We [indiscernible] over 100,000 listings even mandap.com has around 30,000 [indiscernible]. We are the largest player in terms of billing services, in terms of listing. And we would be able to leverage the -- some of the good things of ShaadiSaga in terms of the validated platform and the large social media followers and everything has been successfully integrated with WeddingBazaar. In terms of pricing, we have the pricing strategies and again it's a subscription business model. And our objective is to get more number of listing and try to get more people to go for paid subscription.
You see the process happening, again our -- this business -- this business is still in the early stages, but good to see that the business is growing and at a cost of this, we expect the growth momentum to continue. In terms of pricing again, there are multiple segments we are in multiple categories, photographer, makeup artist, various categories. The categories, we have various pricing because the pricing is not same for our a process, category, the very same categories. And there are multiple packages so there no one standard package. So to respond to demand on single price, it's a different prices and the different prices is starting because the -- depends on the multiple categories. So that's why the business is a multiple category, we are a multiple -- what is right for photographer is not the case of makeup artist. Again, it varies from cities [indiscernible] the various pricing categories and also based on cities and other things.
[Operator Instructions] We have the next question from the line of Prakash Kapadia from Anived Portfolio.
A couple of questions from my end. One of our competitors, the #3 player had mentioned about a change in business model in terms of giving free listings and maybe reducing ad spends on a going-forward basis. So in that context, we see ad spends being lower for us for the coming quarters because currently, they don't seem to be trending down per se. Any thoughts on how will ad spend shape up for us and the industry?
Thank you, Prakash Kapadia. But at this kind of time, we continue to see increased competitor spend at this quarter, we see that the market is going to a higher trade at elevated levels. If you see that on a steady basis in the marketing spend come down then at the industry level, then we definitely look at lowering our marketing costs because actually committed in the -- obviously, we are spending much more than what is the result because of the increased competitive activity and the marketing at the elevated level. Is the industry set up realize the -- the increased marketing spend [indiscernible] the order that we know [indiscernible] reduction in the market spend, yes, we will definitely take a look into it and take necessary steps at that point of time. And as you said this market is still at elevated levels for the industry.
And despite a 3-player market, the growth trajectory, the online matchmaking doesn't seem to be inching at a higher pace. So is it some of the pricing issues, is it conversion? Because given the base and the industry size, growth doesn't seem to be being faster on a lower base also. So what is really affecting the growth? Because we are just 3 players and the market itself is so small. So just wondering what is still affecting the growth. Because now, everything seems to be opening up, things are normal. So I would have expected maybe the industry as well as us would have grown at a faster pace. So any thoughts on that?
Yes there's a combination of multiple things. One is that the increased marketing spend and discounting and all these factors also contribute to the connection to growth also. So because it's only the acquiring of free member and conducting a [indiscernible]. And so yes, probably that would have contributed to the growth of [indiscernible]. However, while we continue to working on our strategy, we had a less than double-digit growth, now double-digit growth. We continue to work on our strategy to take the growth to the better than the 10% growth to a higher level. And we continue working on our strategy -- improving our strategy. Hope you have seen progress, we could be able to move at the better growth rate.
So again, as I said, it's a comment on pricing, also in a way played that there's the growth in all things so discounting, higher marketing, pricing.
And typically, is Q3 the best quarter for us from a seasonality perspective?
Typically, we see that Q4 is a quarter that normally the growth is better over the previous quarter. Because the Q1 -- Q4 is normally -- and Q2 is a good quarter. Q3 is bouncing back and Q4 is a level of [indiscernible]. We always say Q4 move to next level then the set off more or less operate from the level and then move to the Q4 in this number, manage.
So at this point of time we will be sort of at the double-digit growth and more or less the [indiscernible] complete a year of double-digit growth. But as I said the year is kind of working on our strategy and to get the growth to a better level.
And lastly, what was the final buyback subscription number if you have it handy, Sushanth?
The final subscription number was about 763% somewhere in that range. [indiscernible] 763%, something like that.
We have the next question from the line of Amit Chandra.
So my first question is on the market share. So as you all are aware that there is an increase in the competitive intensity and the competitor is providing strategies for [indiscernible]. So are we seeing any loss of market share in the South market, which is our dominant market? And also, if you can throw some light on what our plans to increase our share in the North market. So on the market share and how we are seeing it mostly on an cycle basis? And also on the ATV decline that we are seeing for the last 2 quarters, whether -- is it because of pricing discounts are similar to what the competition is giving in the mass market? Or is it because of change in mix, as you mentioned, because the packages prices around the base prices have not come down. But is there a significant change in mix that is happening that is kind of bringing ATV down?
Yes. Thanks, Amit. In terms of adding our market share will continue to remain strong, it's a strong market. The company remains strong, and continue to grow. In terms of the targets to grow now and again, it's more of -- again product improvements and kind of marketing [indiscernible] marketing. You continue to list compared to other players in North continue to increase marketing. And the third is that, again, as product and pricing strategy.
So ATV is a combination of the various packages and our discount offered to multiple segments. And also, we've also launched new products, it's a combination of all these factors or [indiscernible] We expect ATV sort of remain at this level or may go down also. And again, we are looking at how to get more people to go for paid subscriptions and grow the marriage business.
So on the ATV, the decline is because of the mix change. So maybe people get a little lower like a little lower duration, lower value contracts are higher in the mix. What is historically? Or how was -- is there any change in trend that you are seeing?
No, it's not that we're not any significant change in the mix and all that because [indiscernible] package. As that contributes the main -- the level. And as it is [indiscernible] there are multiple segment, the multiple DGMs and so the operating strategy was also leadership -- they come with all these factors lower the ATV and all that yes, but no significant change in the mix and all.
And sir, in terms of our advertising expenses, as you mentioned that obviously it's going to continue. So what will actually make us think on our advertising expenses. So maybe we are seeing good growth in profile. So what are the 3 to 4 main parameters that you track in terms of benefit that we are achieving from the marketing spend, so obviously going to your profile growth. But apart from that, are you seeing some increase in the addressable market or maybe more investments into technology, which can drive more penetration, maybe converging from free to paid profiles. So if you can throw some light also in terms of technology, what we are doing.
Yes. See only the marketing, I mean, it's a combination of our strategy to grow the profile and also in a way that there is increased contractor activities, and we also need to set our marketing to become a market share or grow the market share. So the company is our strategy and also how it's getting played in the market. That's the marketing thing. And in terms of the technology thing, we migrate to the cloud platform early this year, that one thing happened. And we also in kind of making on the total front, we are open this kind of -- we are working to integrate all our applications on the platform that will help us to making this faster. So these are some of the technology those things are also happening, I would say progress is due a better capability to execute our product priorities and other things in a better manner or in a faster manner. So these are some of technologies that has been happening. And so we expect once all has been done, we will probably need to value -- our execution maybe probably will get better.
And sir, obviously, the offline everything is open now. So in terms of online versus offline, in terms of our offline retail stores, are we seeing some traction there? Or how you're seeing the online versus offline mix? So and like what are the expansion plans on the offline side at this time?
No, it's predominantly online, where retail is sort of complements the core markets. And so this is not having any significant traction especially on retail, but I again it complement well for us. And it's a small personal business. And so at this point of time, we are not taking any significant addition to retail on that.
[Operator Instructions]
Now if there are no questions we have summary...
[Operator Instructions] Actually there is one person who has just entered the queue.
Sure.
We have the next question from the line of Sonal from Prescient.
I've been on the call, so not that I joined, but I just wanted to understand from a little longer-term perspective sir, the way the incremental marketing burn and the way the incremental top line moves in sync, is there -- like I understand the competition is intense. And maybe at times, they're not caring about the P&L. But when you do and when you make your plans, is there like an arrow, like a top line incremental number you have in mind? And you say like if I want to put INR 1 extra on marketing. I expect so much of sales or else in the next quarter, I will not do or try what I wanted to try this -- or what I have tried this quarter. So typically, in marketing, the people say, if I could INR 1 in marketing, expect, let's say, 4x to 5x of that in incremental change. So just was trying to understand that, sir. Like what is the internal metrics for that?
Thank you, Sonal. The marketing is a typical thing, there is a performance marketing, there is a brand marketing. Performance marketing, obviously, there are multiple performance marketing, Google, and various other marketing tools, social media marketing. With online marketing, I believe, we are able to measure the ROI. When it comes to brand marketing, I want to quote one of the famous marketers, forgot the name. He said, "I know the marketing works. I know 50% marketing works, I don't know which 50%." So if I come to the brand marketing, we definitely look at how it's contributing to our profile and other things.
However today, our marketing is I believe, it's a combination of multiple things, our strategy, what kind of a market, and also it's the consumer intent category. Again, we don't have kind of something like a permanent customer. So it can be marketing messages. But today, the related market is also necessary for the smart business, the related market, in the sense you got something you have to depend on the market because sometimes when they come, we are spending more than what's required, it's where you can do with INR 1, the company is spending INR 3 [indiscernible] the marketing expense. What is required sometimes we have all that is necessary [indiscernible] visibility, also we can't go down on visibility to be on the net. So it is a combination of multiple things.
So in that way when you come to brand market in the -- it is -- again, as you said it's a current dollar market. They said no, it is not the case, it is on the -- look at the market spend previous to [indiscernible] right or maybe -- we are doing INR 50 crore marketing. Now we are doing INR 150 crore because marketing is [indiscernible] INR 100 crore for the category. Now the marketing spend is up to INR 400 crores in 4 years. So when the market is gone up from INR 100 crores, INR 400 obviously you need to increase the market in different assets and also growth because we are leading player. And I said that we continue to defend, we'll continue to grow, and we'll continue to widen the gap with other players. So we are in for long term. We continue to do what is the right thing and so -- maybe I will see progress, maybe I [indiscernible] really comes to normal, then we may get the benefit of that at that point of time. But at this point of time I don't know how long we will continue. Now we figure we are leading player -- a large player. We continue to invest, continue to and do what it is for that product.
Sure, sir. I think that is plain. Just trying to -- and this is more a theoretical question, just trying to understand the adoption of the category by customers in the end. So let's say, hypothetically, if you were -- that is you roughly spend INR 45 crores this quarter. If this number was, let's say, INR 50 crores or maybe 10% higher is the point I'm trying to make, would your top line would have gone in a commensurate manner? Or is it at a better point, where there is no elasticity in demand and will it be rather a wasted marketing burn than actually adding to the top line. So just trying to understand whether we in terms of -- does stretching the marketing up and down a little bit to understand the demand in the market essentially.
If you look at -- there is -- look at the marketing as I told you, there is a message for the marketing, the brand market, the messaging marketing largely on the business side and again, we got the large number of profiles, particularly if this is our brand and a [indiscernible] profile. So obviously, today, we need to assume different brands there. So that people are looking for a brand. So this becomes nominated as a category. And people will see the BharatMatrimony or Tamil Nadu, Marathi -- so that we advertise for those brands. So it's a third marked and then [indiscernible] you have to bid and put a prop. And a large number of registrations on business side, mainly to [indiscernible].
When it comes to brand market, digital is yes, you look at the [indiscernible] you know some digital, look at ROI [indiscernible] this is investment in the market. So to go back to the question, do you see the marketing, will it contribute to the growth? Yes, this in fact INR 45 crores and INR 50 crores, what that is there is some additional -- what is the incremental cost of the incremental. Even today, our marketing spend is a third much more than what it is the current level of the revenue in all those. So putting more money, yes, we can look it up, but I think the incremental rate of benefit.
Today, we spend what is required there are some markets we spending less also because obviously we want to operate at a certain threshold and in all this. And the best thing you can ask incrementally. So today, there is a marketing spend. I think what happened when we talk about the brand market. But our strength the [indiscernible] it is possible in all so don't do any brand. So some amount as I said -- some amounts are brand marketing is required in all that. But today, the brand market [indiscernible].
That is like a fixed number. So with top line growth, that should come down -- that's like a fixed cost, basically, which should taper off over time as you grow, essentially.
Right.
And sir, may I just sneak in another question. How are you doing in non-Indian markets, Bangladesh and just the time to take an update from you one that one?
Bangladesh is a long term for us. We are #1 player there. And however it's many ways like in India. So we are leading the #1 player. And again it's a small market for us at this kind of time, we started investing in the market and small scale, [indiscernible] and we are seeing the traction in our very at this stage. So -- but I'll -- it's going in the right direction. But again, Bangladesh when it comes to the level of -- it will become better than India, it's 1/6 of India's population. We -- this is a long term and we close to long term. So some of the initiatives are long-term initiatives for us.
[Operator Instructions] We have the next question from the line of Swapna Kamat from [ NSFO ].
I have a question on marketing expense only. So I mean now our run rate of marketing expense has gone up significantly. So I just wanted to understand at what -- I mean, where will be the tipping point where the marketing expenses start looking like -- it will stagnate as a percentage of the sales and where it will be like -- become like an operating lease for us that we don't have to spend more on marketing expense. So you think it's too early now, and this will continue because of the competitive intensity?
Thanks Swapna and at this time, it's difficult to say because we see that the good market spend the competition there. And whether it can -- it's difficult whether it could operate at this level. So it depends on how we kind of -- it's coming to tell you what happened in the market, our strategy. So yes, it will go up also, and it may come down depends on how the environment gets played out. So -- but I can't say at this point, I am not in a position to say that we have reached the threshold and we operate at the threshold. So probably, I don't know, maybe I see progress the other clarity that when we are the position to say that we'll commit it. But at this moment time, not in a position to clearly say that the marketing has reached the level or not. But other than -- the thing with that today the marketing -- most of the marketing is brand marketing. So that is a good thing. And so that when there is a leverage [Technical Difficulty].
I'm sorry about that. Please go ahead.
No, no problem. So at that time I will reduce the market expense that controls the bottom line for us. So that's -- mostly that's a good thing with brands and the things going on in the brand market.
So you are saying it's not on discounting, it's more on branding?
Yes. The market is there when you say marketing expense the subject is the marketing, not a discounting rather, as we are all completely excluding all the discounted market because in fact the ATV -- don't look at discounting the marketing -- the other marketing spend is on TV advertising and this advertisement. So nothing on the --the discounting is coming to the market.
Okay. Understood. And sir, I mean, if we had to look at the company like a little on growth from 2, 3 or 5 years perspective, then I mean, what is your internal target as to what kind of penetration levels or numbers, if you could just give us an idea about how this ATV will look like or how subscriptions will look like in terms of the overall company? I mean, where are we -- what are we targeting as a CAGR or...
Yes. See I was thinking about the next 3, 4 years, we want to become a INR 1,000 crore company. I think that the next milestone and the needed milestone is that we are kind of getting closer to INR 500 crores run rate. So once we reach the INR 500 crore run rate when we start working towards INR 1,000 crore milestone, it will happen with 4 years or it may come out. And the 3-year kind of the company we are working towards it. And in terms of paid transaction for the customer reached 1 million plus of paid transaction volumes for the year. I think that's a good milestone. But probably next milestone to reach 1.5 million paid transaction.
I think you may get to the second -- move closer to that INR 1,000 crores benchmark. At it's sort of difficult to stay [indiscernible] depends on a I -- don't that's kind of forward-looking in what we found because many things contribute. It depends on how some of this is going to play out our initiatives and our pricing strategies. But on the revenue side yes we are recognized on our revenue [indiscernible] working towards INR 1,000 crores benchmark.
And just the profitability or a better profitability?
Obviously, then that's how I look at even today, we're operating at -- gross margin on the management team business. So at this time obviously our strong leverage because consumer business like us, we have a very limited capital expenses and the EBITDA margin continue to get better. So when I -- that's kind of the definitely our INR 300 crores of EBITDA [indiscernible] PAT also possible.
At INR 1,000 crores.
Yes.
[Operator Instructions] As there are no further questions, I would like to hand the conference back to the management for closing comments. Please go ahead.
Thanks Melissa, thanks to Amit and HDFC for hosting us. If you have any further questions, please do write to us, and we'll be happy to answer them. Have a good weekend, and have a good 75th Independence Day. Thank you all for joining.
Thank you so much. Thanks for your interest in matrimony.com.
Thank you, members of the management. Ladies and gentlemen, on behalf of HDFC Securities, that concludes this conference. Thank you for joining us, and you may now disconnect your lines. Thank you.