Asan Paints embark on an ambitious mass marketing campaign, pertaining with thousands of dealers in small towns all over India.

1. UNIVERSITY OF JAMMU
NAME : DHEERAJ SINGH ANDOTRA
ROLL NO. : 0002MBIB21
SUB. TITTLE : INTERNATIONAL BUSINESS ENVIRONMENT
SUB. CODE : PSIBTC211
SUBMITTED TO : Mrs. Swati Sharma

2. ASIAN PAINTS

3. COMPANY PROFILE
• Company Name : Asian Paints.
• Type : Public Ltd.
• Industry : Paint.
• Founded : 1942
• Head Quarter : Mumbai, India
• Key people : Mr. P.M. Murti CEO & MD
• Workforce : 4700
• Website : www.asianpaints.com

4. COMPANY HISTORY
1st February, 1942
Champaklal H. Choksi, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to
manufacture paint in a garage on Foras Road, Bombay. They name their company 'The Asian Oil &
Paint Company.
1945
Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach
consumers in the outmost corners of the country with small packs.“
1954
Paints mascot, Gattu, the mischievous kid, was born.
1957 – 66
The family-owned company makes the shift to a professionally managed organization.

5. 1957-66
Asan Paints embark on an ambitious mass marketing
campaign, pertaining with thousands of dealers in small
towns all over India.
1967
Asian Paints emerges as India's leading paint company
ahead on any international competition.
1973
AP becomes Public Ltd. Company.

6. ASIAN PAINTS TODAY
• Asian Paints becomes the 10th largest decorative paint company
in the world and third largest in Asia.
• Asian Paints is more than twice the size of its nearest
competitor.
• It is one of the most admired companies in India
• Present in 22 countries with 27 manufacturing locations.
• Asian Paints aims to become the 5th largest decorative paint
company in the world.
• It is India’s leading paint group with an annual total income of Rs
20,515.56 Cr in Financial Year 2020.
• Asian Paints has two alliances with PPG Industries USA & Protech
Chemicals, Canada.

9. Decorative Paints
Industrial Paints
Phthalic Anhydride
Pentaerythritol
Paint
Chemicals
segments

10. GROUP SUBSIDIARIES
Company in South pacific island. AP
operates in Australia, Fiji, Tonga,Soloman
Island under brand name APCO.
It is a England Company. In 2002
became part of AP
Egypt company which became part of
AP in August 2002

11. US Company with 50:50 equity sharing
withAPin1997.PittsburghPaintsand
Glass Industries (PPG), USA
Fijicompanybecameapartof AP
in September 2003.

12. MARKETING STRATEGIES
• Rural Marketing initiatives since 1970.
• Distribution is one of the main focus strategy of Asian Paints.
• Advertising & Promotional Expenditure started in 1980’s.
• Advertising Methods-Ratio, TVCs, Print, Internet, Retail Outlets,
Seminars, Workshops.

13. • Company is using different strategies such as advertising campaigns,
sales promotion, personal selling, direct marketing and public relation
to increase sales.
• A total amount of 85 crore is spent on the ad campaign by Asian
Paints. Their particular ad campaign “MERA WAALA BLUE” & “HAR
GHAR KUCH KEHTA HAI”.
• Online marketing for urban customer as well as Asian Paints has
started customer helpline service (24X7).

14. ASIAN PAINTS GOING GLOBAL
Asian paints attempts to globalize received a major boost after Ashwin
Dani took over as Vice-Chairman and Md in 1998. Since then, the
company has made tremendous progress in penetrating global
markets. Their efforts would be internationalize ‘Asian Paints’ by
moving across borders to build an Indian company that would emerge
amongst the leading decorative coatings company in the world.
Asian Paints has shown its serious interest in
international expansion. Though Asian Paints went for globalization
drive from 1977, its effort received a major boost after Ashwin Dani
took over as Vice-Chairman and MD in 1998. His global perspective has
helped the company to expand its horizons beyond domestic frontiers
and position itself as a true international player.

15. THANKS