The document analyzes the paint industry in India. It discusses that the paint industry has grown at a CAGR of 17% over the past 7 years and was worth Rs. 26,040 crore in FY2012. Asian Paints has the largest market share of 49% in India. The document also outlines the major players in the industry, key factors influencing the industry according to PESTEL and Porter's Five Forces analysis, and future prospects of growth in the decorative paints segment.

1. PAINT INDUSTRY ANALYSIS
Presented By,
Rarichan Mathew

2. PAINT INDUSTRY
• Paint is any liquid or mastic composition that, after
application to a substrate in a thin layer, converts to a
solid film. It is most commonly used to protect,
colour, or provide texture to objects
• First company in paint Industry - Shalimar Paints, Color
& Varnish Company,
• The paints was generally imported from the Britain
• In India Asian paints has the greatest market share of
49%
• Growth rate - 17% CAGR over the past seven years
• In FY12, the paint industry stood at Rs 26,040 cr.
Source : http://www.moneycontrol.com/news/business/indian-paint-industry-

3. INDIAN PAINT ASSOCIATION (IPA)
• Came into existence on the 1st of July, 1960
• To promote and protect the interest of the
industries engaged in the manufacture of
paints, enamels, varnishes and all other
materials associated with the production and
sale of those commodities.
• President Ramakanth Akula

4. PAINT INDUSTRY
Major Products End User
Raw Materials
(56%)
Selling &
Administration
Expenses (23%)
Employee Cost
(12%)
Decorative Products:
Paint Emulsions, Varnishes,,
Enamels, Distempers, Wood
finishes, Metal finishes,
Specialized paints (weather
protection, Non-Toxic)
Industrial Products:
Powder coatings, Surface
coatings, Floor coatings,
High performance coatings,
Specialised coatings(thermo
protective, rust protective,
non-combustible, etc.)
(71%)
Households,
Construction firms
(29%)
Automobile OEM’s,
Consumer Goods
Manufacturers, Marine
Industry
Major Inputs

5. INDIAN SCENARIO
Indian Paint
Industry
Decorative
Segment(71%)
Premium Range
(High end acralic
emulsions)
Metro & Large
Cities
Medium Range
(Enamel paints)
Small Cities
Distemper Range
(Low end paints)
Sub-urban &
Rural Areas
Industrial
Segment (29%)
Automotive
sector(about 2/3
rd share)
Consumer
Durables, Marine
Paints & Other
OEMs
Source : http://www.indiainfoline.com/article/news/indian-paint-market

6. 5 MAJOR PAINT COMPANIES

7. Competitor Analysis
Company Business Model Founded on Headquarters Net Sales
Growth
Rate
Net Profit
Growth
Rate
ASIAN
PAINTS
Overall market leader due to
leadership in decorative segment
1942 Mumbai,
Maharashtra
22% 32.53%
KANSAI
NEROLAC
Market leader in automotive
industrial paint segment
1920 Mumbai,
Maharashtra
15% 13.59%
BERGER
PAINTS
Major revenue from decorative
segment, also in industrial paints
1923 Kolkata 16% 16.04%
AKZO
NOBEL
INDIA
Major revenue from decorative
segment, also in automotive segment
1911 Gurgaon,
Haryana
5% 17.63%
SHALIMAR
PAINTS
Mainly focuses on decorative & non-automobile
industrial coatings
1902 Mumbai,
Maharashtra
13% 27.23%
Others Decorative segment and Industrial
paints
- - -
Source: Company reports, Bloomberg, BP Equities Research (www.bpwealth.com)

8. Market Share in India (2013)
49%
17%
14%
6%
5%
9%
Asian Paints
KANSAI NEROLAC
BERGER PAINTS
AKZO NOBEL INDIA
SHALIMAR PAINTS
Others
Source: Company reports, Bloomberg, BP Equities Research (www.bpwealth.com)

9. Global Scenario
Source : http://www.moneycontrol.com

10. PESTEL ANALYSIS
POLITICAL FACTORS
 India, the largest democratic country in the world
 The political situation is more or less stable in nature
 Export oriented Economy
ECONOMIC FACTORS
 Market based economy
 Second fastest growing economy in the world
 India is the third largest in term of purchasing power
 Introduction of FDI in paint sectors

11. SOCIAL FACTORS
 India is the second largest populated economy in the
world
 Rise in price of raw material
 Import of raw material
TECHNOLOGICAL FACTORS
 Emerging of IT sector
 Modernization of paint like (waterproof paints,
Teflon coating, creating colors shops etc.)
 Lead free paints

12. ENVIRONMENTAL FACTORS
 Impact of volatile organic compounds (VOCs)
 Lead free paints
 Season and climate changes
LEGAL FACTORS
 Pollution Control Law
 Health and Safety Law
 Environmental Law

13. MICHAEL PORTER’S FIVE FORCE
MODEL ANALYSIS OF PAINT
INDUSTRY

14. THREAT OF NEW ENTRANTS
 Paint market in India is dominated by few players, making
it difficult for anyone newly entering the industry to
compete.
 It is estimated that 18-20% of the total raw materials used
in the industry are imported
Working capital needed is high-causes difficulty to local
players & big firms enjoy economies of scale
 Big players have high brand image & quality products &
good promotional activities to attract customers
Threat of new entrants is Low

15. THREAT OF SUBSTITUTES
 In rural areas lime wash is used as substitute
 Another alternative for decorative wall paints available today
is Wallpaper
 Availability of Paint varieties are there
 Buyer propensity to substitute is low
 Relative price performance of Decorative walls is High
Availability of substitutes is Low

16. BARGAINING POWER OF SUPPLIERS
 Raw material intensive production- over 300 raw materials
make the final product
 Raw materials-pigments, binders, additives, solvents, etc.
 Titanium Dioxide is one of the key pigment used in he
production of paint and is facing a global supply shortage.
Thus supplier of this material has solid bargaining power.
 Other raw materials-crude derivatives-have high price
fluctuations affecting industry profits
Bargaining power of suppliers is Medium

17. BARGAINING POWER OF BUYERS
 Households and Industrial Users are the main customers of this
industry.
 For housing requirements, the buyers are building contractors
who buy in bulk and end people who paint their house.
Customers are more price sensitive because for them number of
options are available and decisions are made based on quality,
price and differentiating factors like weather protection,
environment friendly paints
 Industrial segment is low margin high revenue business and
buyers of these segments are knowledgeable about their needs.
Therefore, price comparison is done effectively by the
customers. However, The leading Industrial paint suppliers have
their expertise in their favour, which limits the bargaining power
of buyers.
Bargaining power of buyers as a whole is Medium.

18. COMPETITIVE RIVALRY
 About 80% of organized sector contributed by top 3
players
 Current market growth rate can provide ample room of
opportunity for all the players of the industry to flourish.
 Asian Paints is the only paint company that manufactures
PAN(phthalic anhydride) which is one of the main raw
material for paint industry.
 Presence of unorganized sector –can cause competition
Competitive rivalry is Low

19. Porter’s Five Force Model for Paint
Industry
Threat of Substitutes:
Low
Competitive
Rivalry: Low
Bargaining Power of
Buyers:
Medium
Bargaining Power of
Suppliers:
Medium
Threat of new
Entrants:
Low

20. FUTURE PROSPECTS
• Indian paint market is expected to reach 49,545
Cr. by 2016 - 17
• Use of water based paints is growing in the Indian
paint market, new trends are catching up
including paints with low VOC, no added Lead,
Mercury, Chromium, odourless paints
• Decorative paints segment is expected to witness
higher growth going forward. The fiscal incentives
given by the government to the housing sector
have immensely benefited the housing sector.
This will benefit key players in the long term.
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