Vijay Kumar Gaba

I have been doing market surveys during Diwali days for the past many years. Visits to various retail & wholesale markets in Delhi NCR and other nearby towns would usually provide useful insights into the latest economic conditions, consumer behaviour and consumption patterns. I could factor in these insights in my investment strategies to rebalance my portfolio in congruence with the latest socio-economic conditions.

I cannot claim that my assessment of latest market conditions, as deduced from my observations and interactions with the market participants, have always been correct; though I would say that these insights provided clarity to my thoughts and enhanced my confidence in my portfolio.

As usual, I have visited more than 50 retail (including shopping malls) and wholesale markets in NCR, Agra, and Jaipur in the past three weeks. What I observed this year is unprecedented. I have never been so confused in my reading of consumer behaviour.

The footfalls in the market were perhaps even larger than Pre Covid (2019) festival season. Almost all markets were overcrowded; most shops had good inventory; “Made in China” proportion was less as compared to 2019, but not insignificant by any measure; there were plenty of ‘new’ products in almost all categories – from luxury cars to small Diwali decorations; annual inflation appeared more in the range of 15-20% as almost everything was significantly more expensive as compared to the previous year; gifting trended more towards consumable (sweets, chocolates, snacks, juices etc.) than durables (crockery, silver coins, appliances etc.); down-trading was visible in food, sweets, textile, appliances, decorative items, whereas shoppers preferred expensive models in vehicles, phones, laptops & tablets, furniture & furnishing, footwear, eyeglasses, etc.; and home renovation and upgrade demand appeared to have plateaued a bit after two good Covid (WFH) years.

However, despite the larger footfalls in the markets not many shopkeepers and wholesalers appeared excited about Diwali sales. Almost everyone complained about poor margins, high inventory losses, higher costs especially rentals and interest, tighter liquidity and credit norms, surreptitious restrictions on Chinese consumable imports; preference of manufacturers towards organized retailers, etc. A decent proportion of whole sellers termed the current consumer enthusiasm unsustainable.

The following are some of the key takeaways from my market visits during the month of October:

·         Most wholesalers indicated lower rural consumer demand as compared to the urban consumer demand. Despite a bountiful monsoon, the rural income is expected to be lower.

·         Urban households have significantly increased buying of DIY kits, and appliances like bread & pizza maker, baking ovens, larger and better mobile phones and laptops, cameras etc. This could actually be an indicator of a much larger trend evolving in India that may include more households looking to save costs on food, bakery, repairs etc. and creating additional sources of income from baking, food delivery, social media posting, etc. Work from home may be gradually assuming an altogether different dimension in India.

·         Aluminium and Steel doors and windows started to gain popularity in rural markets a few years ago. These doors and windows are relatively cheaper, convenient to buy & install, more safe & durable and require no maintenance. The trend is now catching up in urban clusters also. The trend is similar to when ceramic and vitrified tiles began to replace marble in residential construction. The manufacturers of steel and aluminium door and window panels are innovating and bringing the final looks closer to the traditional wood.

·         The divergence in the urban consumer behaviour is more conspicuous than ever. They are definitely down trading on essentials and staples like food, healthcare, toiletries, etc.; but up trading on vanities like higher end vehicles (4W and 2W), mobile phones, footwear, and personal accessories like eyeglasses.

·         Most shoppers indicated lower gifting this year. The money saved from pretentious gifting is likely to be spent mostly on vacationing and personal vanity.

·         Chocolate had started gaining prominence in the middle class palate about two decades ago. It is now transcending to lower middle class households also; which are already larger consumers of noodles and pasta. A home baker from Ghaziabad, who operates mainly in an urban slum and shops for ingredients from Delhi’s Sadar Bazaar, indicated a 7x rise in orders for cakes from the local dwellers in the past two years.

·         Online vs offline debate seems to be settling gradually. Almost everyone indicated a path of mutual cooperation where both mediums would leverage each other’s strength.

·         In the NCR at least, the store composition has changed in favour of luxury. The space vacated by the mid and economy segment stores and restaurants during Covid are getting occupied by high mid and premium category stores, cafes and restaurants.

·         Premium Lingerie stores at prime locations in most malls could also be indicative of some important social trends.

·         Japanese and Korean stores and restaurants are becoming commonplace in most malls.

·         The next generation of most wholesalers and distributors is least likely to carry the family business the way it has been running for generations. A significant proportion of whole sellers reported disinterest of the next generation in the family business. In many cases even parents do not want their children to continue the family business. The reasons cited were primarily – very poor returns as compared to the capital invested; extremely poor working conditions; rising competition from larger organized players; opportunities in global trading; etc.

·         Textile fashion industry is growing deeper and wider. Many young designers are using technology and digital medium to create and establish their own labels and commanding premium prices. As per a famous fashion label owner one new label is being launched almost every week.

To sum up, I find it difficult to make a general assessment this year. But some of the micro trends are definitely useful. I am though inclined to lower my pessimism on consumer durables (auto and household appliances) and find opportunities in these sectors.

I will be happy to hear the experiences of readers from their own shopping trips; especially if their experiences sharply diverge from mine. 

Presently, the global markets are looking jittery as the magnitude of the crises and their impact is not assessable. Besides, there is no visibility of a cohesive global plan to manage these crises, as was the case with Global Financial Crisis in 2008-09; even though these apparently regional crises have definite global repercussions. Next few months are very critical in my view. Lack of a united response could push the global economy deeper into a Stagflationary mess that can push the economic recovery process 3-4years down the lane.

“The crisis of today is the joke of tomorrow” — H. G. Wells (English Author, 1866-1946)

As of this morning, a number of regional economies appear struggling with some sort of crisis. The factors causing these crises are varied; and in many cases even trivial. Collectively, these regional crises appear to be clouding the global economic recovery; and threatening a protracted phase of stagflation (negative or very poor real growth).

In particular, the sharp rise in global energy prices is a matter of serious concern for all. The prices of natural gas and coal are now at decade high. Crude oil prices are also at 5yr high and forecasted to move further in view of expected harsh winter. Consequently, the electricity prices and transportation (shipping and freight) costs have also risen sharply. The sharp inflation in energy prices is becoming a global crisis and being seen as a major threat to the global economy recovery.

From a plain reading of the events across the globe, inter alia, the following factors appear to be catalysing some sort of crisis, impacting the global economic recovery from the Covid-19 pandemic.

1.    Supply chain disruptions caused by labour displacement due to the pandemic; underinvestment in capacity building in past one year; uneven recovery across sectors and geographies; etc.

2.    High tide of pandemic stimulus ebbing.

3.    Erratic weather patterns across the world adversely impacting the crops.

4.    Hard geopolitical and trade related positioning between groups led by China and the USA.

5.    Precipitous shift in the business models towards ESG and digital, leading to significant change in demand and supply patterns for carbon and decarbonized products; material shift towards renewable energy and electric mobility, etc.

6.    Rising fragility of global financial system, with burgeoning debt both at the sovereign as well as household levels.

7.    Hardening nationalist positioning constricting free movement of labour and capital (e.g., Brexit).

The following are some of the instances that reflect the changing business conditions, demand supply patterns and the crises emanating from these.

US – Business consolidation and uncertainties hurting the supply chain

"Sorry. No French Fries with any order. We have no potatoes", a board at the Burger King in Florida read this week.

The shortage of trucks and driver is choking the supply chain across US. As per the industry sources, “Truck drivers that would transport cargo on flatbed trucks are being recruited away by Walmart and Amazon to exclusively pull box trailers or shipping containers. Large items like steel piles and premade concrete pieces either can't fit or can't be loaded into containers or box trailers. Vendors tell me demand is as high as 40:1, meaning for every available flatbed truck there are up to 40 waiting customers. The roads around the NYC metro area are as clogged with truck traffic as ever, but we're facing longer waits and higher prices to haul non-containerized cargo.”

One of the largest shipping ports in USA (San Pedro, LA) reported that some 60 container cargo ships idling at the entrance of the port complex last week. With an increase of 30.3% in cargo volume as compared to the same period in 2020, the congestion at ports is showing no signs of easing.

As per WSJ reports - The armada of cargo ships is due to surging volumes and unpredictability in global supply chains caused by the Covid-19 pandemic, and exacerbated by shippers pulling holiday-season imports forward to avoid delays later. The congestion at ports is one of a number of global bottlenecks as ports juggle strong consumer demand and shortages of workers and equipment caused by pandemic-related health and safety measures. These challenges have been  leading to significant delays and additional logistics costs.

UK gasoline crisis – Brexit may have a role to play

As the country heads into what could be a harsh winter, the US energy prices are soaring. In past nine months, the prices of natural gas in UK have risen over 250%. Though multiple factors could be attributed to the precipitous rise in energy prices and consequent second round inflation, logistic issues are cited as one of the principle reasons.

The complexity of the situation forced Paul Scully, the U.K.'s minister for small businesses to comment, “We know this is going to be a challenge and that's why we don't underestimate the situation that we all find ourselves in.”

The government officials and the prime minister himself have maintained that there is no shortage of the fuel in the country. It is the shortage of the drivers that is causing supply chain disruptions for fuel and food. The government is even contemplating to call the army to help bridging the supply chain gaps.

While there is no official word on labour shortages, it is estimated that labour supply may have got choked due to Brexit; travel restrictions due to Covid19; and less number of labour participating due to Covid19. The chief economist of KPMG speaking to media estimated that labour shortages may take 6 more months to fully resolve.

Andrew Goodwin, chief U.K. economist at Oxford Economics, told CNBC – “Households have got this big stockpile of savings to spend, but that will be starting to ebb away a bit simply because the bad news we're having on things like inflation. I suspect, we're going to end up in a situation where the reality is a little bit disappointing to what we were expecting say three months ago. And that's simply because of these issues with supply shortages, both in terms of sort of constraining output and also just eating into consumers' purchasing power."

Though the US economy is expected to reach pre Covid level by 3Q2021, demand pull is not something that is being cited frequently as one of the primary reasons for inflation spike. It is mostly the supply chain disruption.

Another popular view is that “It’s outrageous to suggest the current UK energy situation is the result of a rapid transition away from fossil fuels. It is primarily a gas crisis, fuelled by the nation’s slow transition to lower carbon sources. The origins of the crisis are complex, and date back many years.”

“Gas prices in Europe are at record highs, but the European Union’s internal energy market – of which the UK is no longer part – allows member states to trade with each other in a way that balances prices out.

This means EU countries can’t always take full advantage of very low energy prices, but at the same time means they’re protected from very high prices.

The UK, as an independent country outside the internal EU market, can take better advantage of low energy prices. But at times like these, when energy prices are very high, it left highly exposed to price shocks.” (Prof Aimee Ambrose, Sheffield Hallam University)

China’s decarbonization plan – Beijing Winter Olympics in play?

In the last week of September, the production line of a solder company in Kunshan was silent. In previous years, the factory was busy, stocking up for the National Day holiday. However, due to strict local power restrictions, they have temporarily had to suspended production. “All companies are going to stop production,” one manager explained, “When the policy first came out, it was thought that it wouldn’t affect processing companies. But since September 27, it requires all companies to stop production.”

Steel, non-ferrous metals, chemicals, textiles, and other energy-consuming industries are all affected. Unlike the previous round of flexible measures, which aimed to reduce energy consumption by 10%-30%, the current power control policy is more stringent. Now, local authorities are implementing an “open 2, stop 5” measure; companies will only be allowed to operate for two days a week. Most will have to reduce their production by 90% or shut down completely.

China aims to keep power consumption under control with carbon neutrality targets in mind. In August, the central government issued the “Barometer of 2021 Half-Year Regional Energy Consumption Intensity & Total Amount” – also known as the energy consumption “double control” plan. Under this plan, provinces must manage “total energy consumption” as well as “energy use intensity” while meeting their five-year targets.  (International Tin Association)

Some observers suspect that this plan is primarily aimed at ensuring blue skies during winter Olympics in Beijing; while other believe that it is part of the long term plan to decarbonize the Chinese economy.

The impact of “double action plan” is that Global consumers are already facing shortages of smartphones and other goods ahead of Christmas. The Global Times reported that “Multiple semiconductor suppliers for Tesla, Apple and Intel including ESON, Unimicron and ASE groups, which have manufactured plants in the Chinese mainland, recently announced they will suspend their factories’ operations to follow local electricity use policies.”

Brazil agriculture – snow and drought cause havoc

Brazil faced an unusual cold weather with froth killing the crop, followed by one of the severest drought in many decades. Brazil is also one of the worst affected countries due to Covid-19 pandemic in terms of the fatalities.

The New York Times reported, “Crops have shriveled up under searing heat. Immense water reservoirs, which generate the bulk of Brazil’s electricity, are growing alarmingly shallow. And the world’s largest waterfall system, Iguaçu Falls, has been reduced from a torrent to a trickle.”

Several states in the country are facing the worst drought in at least 90 years. The crisis has led to higher electricity prices, the threat of water rationing and a disruption of crop growing cycles. Agriculture, an economic engine of the nation — which relies heavily on hydropower — is now at risk.

Experts said the arid landscape, which coincided with a rise in illegal deforestation over the past months in the Amazon rainforest, could lead to a devastating fire season. Enforcement of environmental regulations is weak in the rainforest, and fire season traditionally begins in July.”

Before the worst drought in a century, Brazilians were surprised by unusual snow fall in July. At least 40 cities in the Rio Grande do Sul reported thick ice, while 33 others witnessed heavy snowfall reaching up to a meter high in some places, according to several reports. For most of the Brazilian population it was their first snow experience. The snow materially damaged sugar, citrus, and coffee farms.

“We’re left with a perfect storm,” said Liana Anderson, a biologist who studies fire management at Brazil’s National Center for Monitoring and Early Warning of Natural Disasters. “The scenario we’re in will make it very hard to keep fires under control.”

Brazil, is the world’s biggest exporter of coffee, sugar and orange juice. Poor Brazilian crop means that the global coffee and sugar prices have shot up sharply.

Conclusion

These are only some of the instances of regional crisis that are having global impact. The prices of food and energy are rising across countries. The productions lines are working at sub optimal capacities due to input shortages. The policy makers are hoping that these crises are all transitory and would ease in next few months (mostly on their own) as the pandemic related curbs are eased and bottlenecks are removed. However, in the interim severe damage could be caused to many small and medium sized business and households.

Presently, the global markets are looking jittery as the magnitude of the crises and their impact is not assessable. Besides, there is no visibility of a cohesive global plan to manage these crises, as was the case with Global Financial Crisis in 2008-09; even though these apparently regional crises have definite global repercussions. Next few months are very critical in my view. Lack of a united response could push the global economy deeper into a Stagflationary mess that can push the economic recovery process 3-4years down the lane.

 An impromptu discussion with my friend, & favourite fund manager, yesterday was quite disconcerting. We raised some pertinent questions and tried answering those questions with even more pertinent questions; the answers though remained elusive.

The discussion started from my yesterday’s note (see here) which highlighted that despite signs of recovery, India’s GDP may contract in 4QFY21 and may barely grow at 1% CAGR during twp year period (FY20-FY22). Also, some suspect, FY22 may also not be as good (10%+ yoy growth) as presently anticipated. Some of the questions that did not have clear answers were—

·         How could market be excited about cyclicals, especially commodities, with 1% CAGR growth over FY20-FY22?

·         If logistic constraints are leading to higher commodity prices, should investors be not worried about manufacturers who face raw material shortages, higher input cost in a demand driven market?

Most auto manufacturers have already cautioned about poor supply of semi-conductors and rising commodity prices as key risk factors.

·         Do we see enough capacity building projects to justify sharp rise in prices of base commodities like cement and steel?”

Especially when average capacity utilization remains below optimal and ministers are complaining about price manipulation and RBI is cautioning about plateauing recovery.

·         In which pocket of the market this extreme stress in sectors like MSME, intermediation, hospitality, etc is getting reflected?”

Logically, this stress must reflect on retail lenders (NBFCs & Banks) and consumers discretionary (due to lower income on poor employment & business closer etc.) and commercial real estate, at least. The trends in market are however not showing any sign of this stress!

It is widely acknowledged that MSME sector is in a terrible state. The pandemic has tremendously helped the large corporates with deep pockets to gain market share at the expense of MSME units.

·         Is Indian economy prematurely rushing to complete its “Americanization”?

With consolidation of businesses into top 100-200 entities, we may soon have 5% population growing, 60-65% population just surviving from payday to payday, and the rest 30-35% being taken care of by the government. Is this model desirable for India?

The general principle is that when you fail to get answers from economics and history, you may look upwards and seek answers in philosophy. My philosophical answer to the market conundrum is “Hope is a good thing, maybe the best of things, and no good thing ever dies”.

 Last weekend I did my annual festival market check. This year, besides the main markets of Delhi, I visited some local markets in predominately lower middle class areas; and some markets in rural areas of North Delhi. I managed to speak with some very large importer and traders of consumer goods; auto dealers, farmers, real estate developers and owners of leased properties. Based on my observations, interactions and information, I would like to share the following feedback with readers:

·         The overall demand situation this festival season is materially worse than the last year. It is pertinent to note that the last year was also not good per se.

·         A large importer and trader dry fruits, mainly almonds and walnuts, indicated that global dry fruit prices are down over 25-30% as compared to last year. In India despite supply disruptions due to broken logistic chain, the prices are lower as compared to last year. The retail demand for almonds and walnuts has seen sharp rise as these are seen as immunity boosters. However wholesale demand from sweet and confectionary makers is very poor. Overall, he expects 30% lower volumes this festival season.

·         A large importer and trader of confectionary, mainly chocolate, lamented both supply and demand issues for poor business. As per him, import of confectionary was greatly restricted due to breakdown in global supply chain and slow clearance of consignments at Indian ports. He cited 3months delay in clearance in his inbound shipments. On demand side, the festival gifting demand is very slow, especially the corporate demand. Retail sale is gradually picking up but still materially lower than last year.

·         Two famous sweet shops in Delhi have witnessed gradual pickup in demand in past two weeks. The sales are about 50% lower as compared to last year. The delayed and curtailed marriage season and minimal corporate gift bookings are major sentiment dampeners. They see a definite trend in lower affordability.

·         Textile traders, both wholesale and retail, also cited very slow return to normalcy. None is expecting to reach the 2019 level of demand even in 2021. The demand from rural markets in neighboring states is very poor. Shorter marriage season, restrictions on number of guests, poor affordability, slow return of migrant laborers, and high inventory are bothering the textile traders. Most of them are staring at significant inventory write off.

·         It is well known that in many communities, the marriages are arranged with a pre-determined budget for the bride side. The people from these communities are indicating payment of more cash & jewelry, higher end automobile and communication devices to compensate for the lower spending on ceremonies.

·         Building material and furniture dealers appeared more sanguine about return to normalcy. They are seeing better than expected retail demand for home improvement and replacement. For the wholesale demand, inquiries are good. They hope for better start to 2021.

·         Auto demand has picked up well. Two wheelers strong due to non-availability of normal public transport and fear of using public transport. Cars at pre lockdown level which was not great per se. Tractors and SUVs continue to see strong demand, reflecting the faster recovery in rural demand.

·         Home decoration item importers and traders are staring at a washout. With little fresh arrival and low inventory, they expect festival sales to be 50-70% lower. Contrary to popular expectation, the demand for Chinese items remains strong.

Marigold flower prices at Rs70-75/kg, are one third of the last year. Even at these prices demand is poor.

·         The scene at local markets in lower middle class colonies and slums, is that of despondency. The need for clothing, utensils, and other household items is visible but the demand is lacking due to poor affordability. The markets are crowded as usual but the sale is much less. People are constantly looking for deals to suit their pockets.

·         The markets in rural areas are though much better off. The sale is brisk and people are not averse to up-trading.

·         The real estate developers and dealers highlighted that the number of inquiries has increased significantly in past one month. These inquiries are however not yet converting into deals. They feel it will pick up strongly once registration offices begin working normally.

·         Owners of leased real estate let out as PG accommodation, working women hostel, shops etc indicated significant vacancies. They do not expect normal tenancy at pre lockdown rental to be restored even in 2021.

·         Almost everyone complained of poor working capital financing. NBFCs and Private sector banks have materially curtailed working capital and small capex financing due to poor quality or illiquidity of the collateral and tighter credit norms.

·         Almost everyone is working with lesser number of workers compared to pre lockdown period. No one indicated returning to normal workforce level in 2021. Most traders are focusing on survival for 2021. Growth does not seem to be a priority for now at least.

·         Farmers in Delhi villages were surprisingly well aware of the implications of the latest legislative changes relating to agriculture sector in India. Most of them believed that these changes are structurally positive for the sector; regardless of the noise being made by the opposition parties and some NGOs. (Caveat: The infrastructure, resources and access available to these farmers is very different from an average farmer in the hinterland. Their opinion may therefore not be reflective of the mood in general.)

·         Most people I interacted with and observed seem to have accepted Covid-19 as an uninvited guest in their house which cannot be wished away. They have learned to live with it and are willing to suffer some losses (monetary and human life) for their freedom to work and move around. The public campaign for safety against corona is totally ineffective in most cases and counterproductive in many cases. For example to avoid listening to Corona caution played before each phone call, most of the people prefer to use Whatsapp call now. Inappropriate, dirty and unhygienic face masks are hanged around chin to avoid monetary fines and harassment by authorities. Hand sanitizers have vanished from most public offices. No water is available in the tanks placed in public places for hand washing. No one could care less to discuss whether the government handled the pandemic efficiently. They just want to move on to lead their normal life.