Asian Paints is India's largest paint company with a market share of 55%. It was founded in 1942 and is headquartered in Mumbai. The company has 27 manufacturing plants across India and other countries. Asian Paints aims to become one of the top five decorative coatings companies worldwide through expansion in emerging markets and building its industrial coatings business through global partnerships. It uses various marketing strategies like advertising, sales promotions and online marketing to promote its wide range of paints and chemicals.

1. SHRI SANT GAJANAN MAHARAJ COLLEGE OF ENGINEERING,
SHEGAON
DEPARTMENT OF BUSINESS ADMINISTRATION AND RESEARCH

3. CONTENTS
Company Profile
Company History
Key Person
Business profile
Marketing profile

4. 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

7. 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."

8. 1954
Paints mascot, Gattu, the mischievous kid, was born.
1957 - 66
The family-owned company makes the shift to a professionally
managed organization.
Asian Paints embark on an ambitious mass marketing
campaign, pertaining with thousands of dealers in small
towns all over India.

9. Contd…
1967
Asian Paints emerges as India's leading paint
company ahead of any international competition.
1973
Asian Paint becomes public ltd company
2002
Asian Paint was a market leader of Indian Decorative
Paints with market share of 44%

10. Asian paints today
• Asian Paints becomes the 10th largest decorative paint
company in the world
• 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.

11. P M Murty
CEO &MD
Mr. Ashwin Choksi
Non-Executive Chairman
Mr. Ashwin Dani
Non-Executive Vice Chairman
Ms. Tarjani Vakil
Chairperson of Audit Committe
NS (Subba) lyre General manager
Human resource
Sudipto Mandal Senior HR Manager
Salil Chinghore Works Manager
Jagannt.B. Production Manager
Nilay Verma Marketing Manager
Abjit Bhattacharya Training Manager
Founders of company

12. Vision
“Asian Paints aims to become one of the top five Decorative coatings
companies world-wide by leveraging its expertise in the higher growth
emerging markets. Simultaneously, the company intends to buildlong
term value in the Industrial coatings business through alliancewith
established global partners”.

13. Supply Chain
Asian Paints has harnessed the powers of state-of-the-art supply chain system using cutting
edge technology to integrate all its plants, regional distribution centres, outside processing
centres and branches in India. All the company's paints plants in India, two chemical plants, 18
processing centres, 350 raw material and intermediate goods suppliers, 140 packing material
vendors, 6 regional distribution centres, 72 depots are integrated.
The supply chain runs through a wide spectrum of functions right from materials planning to
procurement to primary distribution. It has played a pivotal role in improving operational
efficiencies and creating agile procurement, production and delivery systems. It has also
enhanced the flexibility of operations, lowered output time and reduced delivery costs, while
improving customer-servicing levels and profitability.
The Supply Chain Management is backed by IT efforts that help the company in demand
forecasting, deriving optimal plant, depot and SKU combinations, streamlining vendor
relationships, reducing procurement costs and scheduling production processes for individual
factories.

14. COMPANY DECORATIVE INDUSTRIAL OVERALL ESTIMATED
PAINT
REVENUES
Asian Paints 38% 14%-16% 32.5% Rs. 6,980 MM
Goodlass Nerolac 7.8% 40% 17.5% Rs. 3,750 MM
Berger Paints *14% *14% 14.0% Rs. 3,007 MM
ICI India Ltd. 8%-9% 12% 10.5% Rs. 2,254 MM
Jenson and Nicholson *6.9% *6.9% 6.9% Rs 1,482 MM
Growth Rate 8-9% 18% 11%
Total (Rs.) 15,033 MM 6,442 MM 21,476 MM

15. Product Portfolio
Segments
Paints
Chemicals
Decorative paints Industrial Paints
Pathetic
Anhydride
Pentaerythritol

16. 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

17. Contd….
Egypt company which became
part of AP in August 2002
US Company with 50:50 equity sharing
with AP in 1997. Pittsburgh Paints and
Glass Industries (PPG), USA
Fiji company became a part of AP
in September 2003.

18. Indian Manufacturing Plants
Asian Plants
Bhandup (Maharashtra) in India
Asian Plants
Kasna (Uttar Pradesh) in India
Asian Plants
Sriperumbudur in India
Asian Plants
(Rohtak, Haryana)

19. Overseas
Berger International Plants
Barbados
Berger International Plants
Bahrain
Berger International Plants
Jamaica
Berger International Plants
Singapore Berger International Plants
Trinidad

20. Country No. Countries Manufacturing Plants Company Location
South Asia
1
India
8
Ankleshwar, Patancheru,
Kasna, Sriperumbudur,
Rohtak, Khandala, Sarigam
& Taloja
2 SriLanka 1 Asian Paints
3 Nepal 2 Asian Paints
4 Bangladesh 1 Asian Paints
South East Asia
5 Singapore 1 Berger International
South Pacific
6 Tonga Asian Paints
7 Fiji 1 Asian Paints & Taubmans
8 Samoa Islands 1 Taubmans
9 Vanuatu Asian Paints
10 Solomon Islands Asian Paints
Middle East
11 Oman 1 Berger International
12 Bahrain 1 Berger International
13 Dubai 1 Berger International
14 Egypt 2 SCIB Paints
Caribbean

21. Marketing profile
 Company is using different techniques such as advertising Campaign,
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 paint. Their
particular ad campaign ‘Mera Walla Blue” “har ghar kuch kehta hai” are
being liked by the customer.
 Online marketing for urban customer: Asian paint online marketing system is
helping. The company in lot of ways, providing all the necessary
information to the customer. It is an unique way of promotion.
TAGLINE
EVERY COLLER TELLS A STORY

22. Promotional Strategies

23. SUPPLY CHAIN
MANUFACTURER
WHOLESELLER
RETAILER
CUSTOMER

24. Market Share in India
Asian Paints
55%Nerolac 17%
Berger 17%
ICI 11%

25. SWOT analysis
• STRENGTH:
 Market leaders with 55% market shares.
 Strong in inventory control.
 The pricing strategy is oriented to middle and lower
end consumers.
 Widest product range in terms of products, shades,
pack sizes.
 Comprehensive nation wide coverage of the market.
 Brand name with 70 year experience.

26. WEAKNESS:
 Seasonal demand and hence in off seasons it can lead
to cash flow problems.
 Innovation in developing new product is inadequate.
 Weakness on the technology front in industrial paints.
In industrial paints, AP has only a 15% market share.

27. Competitors in India
 Akzo Nobel India ltd
 Bombay Paints ltd
 Hard Castle & waud manufacturing company ltd.
 Jenson & Nicolson India ltd.
 Nerolac paint ltd.
 Sarika paint ltd.

28. GLOBAL COMPETATOR
1 AkzoNobel nv (Netherlands)
2 PPG Industries Inc. (Pittsburgh)
3 DuPont Coatings & Color Technologies Group
(Wilmington )
4 ICI Paints (Berkshire, UK )
5 BASF Coatings (Germany)
6 Nippon Paint Co. (Japan)
7 Sherwin-Williams Co. ( Cleveland)

29. THANK YOU