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u Paint industry
u History
u Vision & Mission
u Product Profile
u Brands
u Competition
u International Operation & Presence
u Growth Cycle of the company
u Mergers & Acquisitions
u Marketing, Sales & Distribution
u Advertisements
u Services
u CORPORATE SOCIAL RESPONSIBILITY
u Future of the Company
u SWOT Analysis
u World wide Paint company Review
u Achievements & Award
 B   

‡ Paint industry estimated at Rs. 135bn.

‡ Unorganized sector accounts to 35% of paint

market.

‡ Volume growth estimated at 15%.

‡ India·s share in the world paint market is 0.6%.

‡ Per capita consumption of paint in India is

1.2kg/annum.
 ] 

u In 1942, a partnership was started by four
entrepreneurs.
Mr. Champaklal choksey,
Mr. Chimanlal choksey,
Mr. Suryakant Dani and
Mr. Arvind Vakil as ´ASIAN OIL & PAINTS COMPANY.µ
u In 1945, the firm was turned into a company.
u In 1957, a plant was set up at Bhandup, Mumbai.
u     


 

 
 



u In 1973, AP became a public ltd company.
u In 2002. AP was a market leader of Indian Decorative
Paints with market share of 44%.
 ž    

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´Asian Paints aims to become one of the top 5
Decorative Coatings companies worldwide by
leveraging its expertise in the higher growth emerging
markets. Simultaneously, the company intends to
build long term value in the Industrial coatings
business through alliances with established global
partners.µ
Ì


TO BE THE LARGEST DECORATIVE PAINT CO.
WORLDWIDE AND TO BE THE 5TH LARGEST PAINT
MANUFACTURING CO. WORLDWIDE.
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OINTERIOR PAINTS.

OEXTERIOR PAINTS.

OWOOD FURNISHES.

OWOOD & METAL

FURNISHES.
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a)1942-1967 Evolution Phase

b)1967-1982 Extension and Consolidation Phase

c)1982-1986 The years of Excellence

d)1987-1997 Moving Closer to the Consumer

e)1997-1999 Changing rules of the game

f)1999- The new Asian Paints

 

   

O Buys Taubmans Paints (Fiji) In September 2003.

O Acquires ICI India·s Unit (February 2007).

O Sells stake in Australian Unit (June 2007).

 
   
 
O Rural Marketing Initiatives since 1960.
O Distribution is one of the main strategy of Asian Paints.
O Advertising & Promotional Expenditure started in
1980s.
O Advertising Methods- Radio, TVCs, Print, Internet,
OOH, POP, Retail Outlets, Seminars, Workshops.
  
 

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1.In the year 2000,AP added

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2.Help to estimate the

quality & quantity of
the paint needed
for specific area.
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O Water Conservation-
Total Water
Management Center.

O Age Care.

O Education.

O Other Initiatives.
 <
÷ 
‡ Asian Paints is planning to increase the capacity by setting up a plant at
Rohtak, Haryana.

‡ No other company is planning to increase its capacity in the near future,

this will give Asian Paints a competitive advantage in terms of pricing.

‡ GDP growth slowdown in the growth rate of two important activities i.e.
repaint activity and construction activity will have direct impact on the
volume of APL, thus effecting its profitability and margins.

‡ Rural markets have considerable potential. Companies that can establish

a dealer network in these markets are likely to get the edge in positing
above par growth rates over the next few years.

‡ As setting up distribution infrastructure is expensive, it would mean that

the competition is limited to the top players.

‡ Due to substantial hike in raw material prices, Asian Paints has raised the
prices of solvent based paints, thus demand would be affected to some
extent.
  
 
STRENGTH:
u Market leaders with 44% market shares.
u Strong in inventory control.
u The pricing strategy is oriented to middle and lower end consumers.
uWidest product range in terms of products, shades, pack sizes.
u Comprehensive nation wide coverage of the market.

WEAKNESS:
u Seasonal demand and hence in off seasons it can lead to cash flow
problems.
u Innovation in developing new product is inadequate.
u Weakness on the technology front in industrial paints.
  
 
OPPORTUNITIES
u The automobile industry accounted for 50%
of the industrial markets.

THREATS:
u Competitors have gone in for hi-tech instacolour spot mixing.
u Domination of few foreign companies.
u Competition is catching up fast, hi-tech facilities gives abundant
choices.
 
  B   
÷  ÷
 ÷   
 
Nippon Japan 475 1

Kansai Japan 340 2

Daihan S.Korea 174 3

DNT Japan 171 4

Korea chem S.Korea 130 5

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Rock Japan 95 7
 ÷]ž

u Awarded the ´Sword of Honorµ - the
British Safety Council.

uRanked 24th - the top paint companies in

the world - Coatings World, Report 2006.

uRanked by Forbes among 200 Best Small

Company and awarded it as ´Best Under A
Billionµ

uReceived the Ernst & Young ´Entrepreneur

of the Year ² Manufacturingµ award in 2003.

uEconomic Times rated it as the 4th ´Most

Admired Companyµ in India.

uIn February 2001, it was rated as the 9th

u ´Best Employerµ by Business Today.