Wednesday, May 13, 2015

The Indian consumer story is not lost

It is strange that the day one of India’s leading financial newspaper chooses to print a bearish front page warning of the “Storm of Worries” that lie ahead in its growth trajectory based on qualitative responses, a very bullish (and almost real-time) data point gets hidden and lost in the same publication’s Page 12.

Indirect tax revenue collections rose 46.2% in April Y-o-Y, from Rs. 32,661 crore to Rs. 47,747 crore.

Table 1: Indirect Tax Revenue Collections in April 2015 by segment
Indirect Tax Component
% increase Y-o-Y
Nominal Value
Customs Collections
23.6%
Rs. 14,286 crores
Service Tax Collections
21.2%
Rs. 15,088 crores
Central Excise Collections
112.3%
Rs. 18,373 crores

Increase in the collections of indirect tax revenues speaks to the strength of the consumption power in the country. Customs collections speak to the strength in imports whereas both service tax revenue and central excise tax revenue speak to the domestic consumption of services and goods. The potential of the Indian consumer is highlighted in this data release especially given the magnitude of the increase and the fact that it occurred in April. Historically, April has seen weak collection numbers owing to higher tax payments made in the month of March resulting in refunds being issued in April.

A portion of the increase in service tax revenue collections can be attributed to the increase in the tax rate from 12.36% to 14% in the budget for FY16. However the tax rate has increased by 13% whereas the service tax revenue collections are up 21.2%.

The staggering jump in central excise collections is especially surprising given that these numbers were announced following data on retail inflation being released. Retail inflation in India eased to 4.87% in April, the lowest it has been this year. Both this and the consumer food price inflation numbers came in below analysts’ predictions. Consumer food inflation slowed to 5.11% in April from 6.14% the month before. Last April retail inflation and consumer food inflation came in at 8.38% and 9.21% respectively. Therefore the pickup we see in this year’s collections is not a result of price increases. There will definitely be an element of consumers using more cards in transaction or asking for a receipt of their purchase diminishing the consumption with unaccounted for cash (which cannot be taxed by the government). However that cannot be the only factor contributing to the magnitude of this increase.

The government has been able to generate such a growth in tax revenues despite having VAT and other indirect tax rates be lower than other major economies in the world. Only Switzerland and most states in the US have a tax rate lower than India’s.

Table 2: VAT Rates around the World

*USA does not prescribe tax rate at a federal level but at an individual state level.
Source: IBFD Tax Research Platform

With the publication prophesizing the storm and HSBC downgrading India to underweight, this crucial data point maybe overlooked or be considered the peak before the fall. However the marginal propensity to consume is lower in India than in other major economies and consumption still accounts for a lower percentage of the GDP (approx. 55%) versus the 70% witnessed in the US or the UK. With rising incomes as well as rising propensity to consume, indirect tax revenues will also continue to rise.


This is one of the better ways to track the strength of the consumer in India and would remain a key metric going forward.