Asian Paints - Digital Transformation

2. • Asian Paints is India’s biggest and the world’s 9th biggest
paints manufacturing company.
• Divisions:
• Decorative Coatings.
• International Operations.
• Industrial Coatings.
• Home Improvement: Kitchen, Bath (Sleek, Ess Ess)
• Penta (Chemicals)
• Globally:
• Operates in 16 countries
• Emerging markets (Asia, Middle East, Africa and South
Pacific)
• 25 manufacturing facilities.
• Annual Revenue (2017) – 2.5+ bn USD.
• 80% of total revenue came from India / Market Share: 40%
(India).
• 17% Annual average growth rate last decade.
Company Profile
Operations
in16
Countries
25
Manufacturing
Facilities
Worldwide
7500+
Employees
No. 1
Paint
Company in
India

3. In the beginning of the 21st century, Asian Paints planned to undergo a Digital Transformation, based on
five major pillars:
Customer Experience
Personnel
Innovation
Agility
Integration
The Digital Transformation was implemented in three major steps:
• Leveraging technology to create a scalable, cloud-based landscape.
• Automation of Production Plants
• Customer Centricity as the key driver for IT strategy
Digital Transformation

4. Digital Transformation Landscape
2
0
1
5
2
0
1
5
Revamped ERP
Added Cloud and e-commerce infrastructure
Revitalized HR and added a customer centric platform
Adding Artificial Business Intelligence - PaaS
2000 2013
2017 2018 Future

5. Operational Excellence:
• The new plants are fully integrated into the landscape from an information management perspective.
The data from shop floor control systems and automated warehouses is linked seamlessly to the ERP.
• Sensors built-in across the entire paint manufacturing and packaging process (IoT) and Big Data and
Analytics enable high speed and accuracy.
• This results in an extremely high quality of color, minimum wastage, and even enables advanced
predictive maintenance of machinery to minimize fault occurrences.
Fully Automated Production Plants

6. • Asian Paints ’s IT strategy was created keeping the
customer in mind.
• Digital technology was key to engage customers,
dealers, and influencers, elevating customer experience
using a centralized multichannel lens.
• In the transformation, major investments were aimed to
enhance customer experience by mobile technology
and boost sales performance.
• The company set up an IT architecture that supports
personalized consumer journeys across touch points :
1. Physical (Color Ideas, Signature Stores, Kiosks)
2. Digital (Website & Mobile, Social Media)
3. Human (Color consultancy, Chatbots)
Customer Centricity – IT Strategy

7. Color Experience Signature Stores:
• As customers move through the store with 'color cards', collecting ideas and experiences through RFID
technology, they are able to transform the results into a tangible retail trophy: a color magazine that
captures their experience and makes it easy for them to ‘make it happen’ in their homes
1. Physical – Signature stores

8. The Asian Paints mobile application enables consumers to better choose colors and textures : Customers
can take photos of their homes and then, create customized designs themselves.
2.a Digital – Mobile Application

9. • Web analytics and personalization: Websites understand the online behavior to position the right
content and offers to the consumers in line with their preferences
• Chatbots on website: Enable more personalized shopping experience and consulting
2.b Digital – Web Analytics

10. • Mobile Application for Sales Personnel: Orders are centralized in a call-center, Sales personnel’s major
task is to just gather information from customers.
3. Human: Applications for personnel

11. • More ways to use renewable energy - water
conservation
• Open new plants (in India and Indonesia)
• Look at competition in order to expand beyond
India and emerging markets
• With a differentiated customer experience strategy
and ever-increasing operational efficiency, Asian
Paints will now focus on combining these 2 to
create new business models and unlock additional
sources of revenue
• 3D and Virtual Reality to simulate Home Décor
designs
• Expected growth of 8%-12%
The Future

12. Critical success factors for Asian Paints´ digital
transformation have been :
• Adaptable to changes in the market
• Professional management
• Innovative practices
• Efficient manufacturing and logistics
• Prudent financial management
Conclusion

13. • https://www.sap.com/assetdetail/2017/09/6cb0ec4b-d37c-0010-82c7-eda71af511fa.html
• https://community.nasscom.in/community/discuss/digital-transformation/blog/2017/08/30/amplify-digital-asian-paints-
digital-transformation-journey
• https://www.cognizant.com/perspectives/asian-paints-the-digital-odyssey-of-a-serial-reinventor
• https://cio.economictimes.indiatimes.com/news/strategy-and-management/revealed-how-asian-paints-leveraged-digital-
innovations-to-become-customer-centric/60053105?redirect=1
• https://blogs.sap.com/2016/04/25/digital-transformation-enlightens-asian-paints/
• https://www.youtube.com/watch?v=mevhcldn_ww
• https://www.digitalistmag.com/digital-economy/2015/10/07/digital-transformation-vision-reality-03528792
• https://www.thehindubusinessline.com/business-wire/asian-paints-drives-co-innovation-with-jda-to-deliver-supply-chain-
transformation/article21979456.ece
• https://www.architecturaldigest.in/content/finish-high-exclusive-look-asian-paints-products-effected-transformation/#s-
custnilaya-sabyasachi
• https://www.enparadigm.com/chemicals-asian-paints-transforming-salesmanager-view-to-business-led-approach/
• https://www.capgemini.com/wp-content/uploads/2017/07/Digital_Transformation_Review_____Edition_2.pdf
• https://www.moneycontrol.com/news/business/stocks/asian-paints-may-test-rs-1471-anandrathi-3019231.html
• https://www.aspect.com/globalassets/asian-paints-cs.pdf
Sources