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Case Analysis Of Asian Paints

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Started in 1942 by four associates in a garage in Mumbai, Asian Paints Limited(APL) grew to take on the big foreign players in India and was the market leader by 1967, a position it has retained ever since1. An integrated paints company, it manufactures decorative and industrial coatings and has now diversified into the manufacture of kitchen components. It is currently ranked No 10 in the world for Decorative coatings and operates in 17 countries, by means of 24 manufacturing facilities. Through its acquired subsidiaries, Berger International, Apco, Taubmans and SCIB Paints, it services 65 countries across four regions: the Middle East, the Caribbean, the South Pacific Islands and Asia (Sri Lanka, Bangladesh, Nepal and Singapore). It showed revenues of INR 125.8 billion in March 20141. The company’s vision is to “become one of the top 5 decorative coatings companies in the world by leveraging its expertise in the higher growth emerging markets” while “simultaneously building long-term value in the industrial coatings business through alliances with established global partners”2. Asian Paints’ major competitors are Berger India Limited and Kansai Nerolac7, though, with a 50 per cent market share, it is the unquestioned leader in the Rs 7,500-crore per annum market for decorative paints. Its brands, including Royale, Apex, Apcolite and Utsav, are some of the most recognizable in the industry, with Bollywood stars like Saif and Soha Ali Khan among the ambassadors.

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