A Report on

Study of Paints, Indian Paint Industry and

Elementto paints

Prepared by :-Alok kumar surya

Submitted to :- Mr. Moin(Manager north india)
Paint: -
Paints are thin coatings applied to surfaces in a liquid form. They dry and become flexible solids.
They have many uses, the protection of the surface from sunlight, dampness, dust, abrasion, and
weathering . They provide easily cleanable surfaces that help keep the substrates clean and tidy.
Paint and Clear Finish Composition

Clear Finish = Binder + Solvent + Additives

Paint = Binder + Solvent Additives + Pigment + Extender

Clear Finishes and Paint

Clear Finishes (varnish), are transparent and are used so that the substrate's appearance is enhanced
by the application as well as protected. They are made up of a binder, solvent and additives.Paint
composition is similar but requires pigments for color and extenders for opacity.

Paint Pigments
Pigments are fine powdered solids which provide the colour and opacity (hiding power) of the
paint. Pigments can often contribute to the durability of the paint Pigments are obtained from:
Chemically treated metals - eg. Iron oxide a yellow or red, it is used in all finishing paints,
Titanium dioxide, white, is used for interior paints.
Solvents (or Thinners)

These are colour less liquids that are included in the paint (or clear finish) and work on the binder
to thin the quality of the paint. This dilutes the coating and improves the ease of application and
increases penetration of the product. The solvent then evaporates after application during the
drying out process.

Examples of solvents:

White spirit - used with oil and oil/resin paints

Ethers - used with cellulose resins and synthetic finishes
Water - used with cement and emulsion paints
(Thinners, mineral turps, solvents, methylated spirits, alcohols and acetates).

Paint Additives (a substance added to something in small quantities)

Most paints and clear finishes have additives included in their makeup. There are various types of
additives.

Types of Paints in India

The types of paints available in the market and their utility is:
Acoustic Paint: It is specially designed for acoustic tiles
Alkyd Resin Paint: Best suitable for trim, doors, faux finishes and other maximized use areas.
Dripless Paint: This paint is thicker and is most suitable for application on ceilings
Latex Paint: The applicability of this paint is easier than most other and it dries much quickly. It
is also easier to be washed.
One-Coat Paint: It is the more expensive version of the latex and alkyd paints and is mostly
chosen for surfaces that require flawlessness in color.
Primers: This paint is the initiation for all interior paint works.
Rubber-Base Paint: This is best for concrete and bricks.
Textured Paint: If need is to cover any flawed surface in your house get this paint. It works well
on ceilings.
Besides these home decorating and improvement paints and office paint you can also get industrial
paints, aircraft paint, airplane paint, aviation paint and many other paint products with the paint
shops in India.
The paint companies in India house a wide range of paint products that cater to all your needs. A
whole spectrum of colors with your own textured options and application patterns are available
with the paint companies. Each company has its own specialized product and some also offer
home paint services. The cost of a painting job may vary with the paint chosen - acrylic, emulsion,
primer etc., the paint tools being used and the painting company hired.

A comprehensive list of the paint companies in India has been mentioned below. You can also get
info on the top paint companies like Nerolac, Asian paints, Berger, Dulux, Shalimar etc.

What are Pure Oil and Oil Based Paints and Varnishes?

The binder for these paints is a drying oil or a blend of drying oils, or a combination of drying
oil(s) and natural or synthetic resin called oil modified resin, for example Alkyd resin.

The dryer used can be any of the drying compounds that are based on metallic salts.

The drying is by oxidation (to combine a substance with oxygen) and partly poly merisation
(undergoing a chemical reaction in which two or more small molecules combine to form larger
molecules that contain repeating structural units of the original molecules).

Advantages of using Pure Oil and Oil Based Paints and Varnishes:-
-They are a well proven reliable coating
-They are water and weather proof.
-It produces a good finish with no brush marks
-A high level of gloss can be reached. This provides for a higher aesthetic value as it is
easily cleaned, and doesn't hold the dirt on the surface.
-If using the correct resin and less oil content it is more heat resistant.

Disadvantages of using Pure Oil and Oil Based Paints and Varnishes:-
-It has a slow drying time. This depends on the oil content, the less oil the faster the drying
time.
-There is a long drying time between coats; this can cause an inconvenience, as the job
takes longer.
-The heat resistant properties lower with increased oil content.
Paint - Water Thinned Coatings, or Water Based Paints

Emulsion Paints

The medium or vehicle is an emulsion, which is a substance consisting of one liquid (oil) dispersed
in droplets throughout another liquid (water). In respect to paints, the oil is a drying oil or an oil
based binder like alkyd. Emulsifying agents are then added to make the substance stable. These
agents could be soda, ammonia or detergents. After application the water evaporates and the
coating hardens by oxidation. Emulsion paints are used as exterior coating on blocks and
plasterwork. They have some of the advantages of oil-based coatings, the ability to bind back loose
powder on the substrate.

Latex Paints

The medium or vehicle is a man made latex, which is a dispersion of a synthetic resin binder in a
watery base. The resin is made up of tiny sticky globules, which are surrounded by the base of
water. On application, the water evaporates and the sticky globules adhere together, in turn
trapping the pigment particles between them. The resin finally hardens by polymerisation. To
improve the quality of latex paints many additives have been used, wetting agents, freeze-thaw
stabiliser, acidity control agent, perfume, fungicides, dispersants, anti foam agent, flow agent.

Advantages of using Latex Paint

-The product has a fast drying time

-It is relatively easily applied
-It has a non offensive odour
-The thinning substance (water) is cheap

Disadvantages of using Latex Paints

-There is no penetration, the product adheres by surface bond only
-It doesn't flow as well as oil based paints
-The high gloss level of oil based paints is not achievable
-It retains dirt on the surface because of its thermo plastic nature (capable of softening or
melting when heated and of hardening again once cooled)

Paint - Different Types of Paints

Paints that are Named after their Function (i.e. what they do):- Primers, Finishing Coats,
Sanding Sealer, Fillers, Floor Paint, Galvanized Iron Primer, Surfacers, Stoving Paint, Spray Paint,
Undercoats, Stainer, Etch Primer, Knifing Compounds, Roof Paint Sealers.

Paints Named after the Binder or Medium used in the Making: - Acrylic, Latex
Paints/Varnish, Varnish, Shellac Based Paints/Varnish, Spirit Based Paints/ Epoxy Paints/,
Polyurethane Paints/Varnish, Alkyd Resin Paints/Varnish, Tung Oil Paints, Linseed Oil Paints,
Cement Paints, Emulsion Paints, Bitumous Paints, Chlorinated Rubber Paints.
Paints Named After the Pigment used in the Manufacture: - Zinc Rich or Zinc Dust Primer,
White Lead Paints, Graphite Paint, Red Lead Paints, LTZ - Lead Titanium Zinc, Aluminium Paint,
Micaceous Iron Oxide Paint (Roof Paint), Calcium Plumbate Primer, Zinc Chromate Paint.

How Paint is Manufactured:-

Just like baking a cake, paint manufacture requires a recipe.
This isolates the quantities required of the pigments, the vehicle (the binder and the thinner). These
are then thoroughly mixed in their itemised quantities.

This mixture is taken once mixed and is then ground in mills to ensure all the clusters of pigment
particles are broken up and that every particle is wetted (which prevents them being repellent to a
wetting liquid).

Numerous tests are taken during and after manufacture to ensure that the paint contains all the
desired properties, for example: color, workability, hiding power (opacity) gloss, flow, thickness,
fineness of particle, durability and flexibility.

The recipe for each type of paint is very important, as the correct ratios of pigment to binder are
essential. Gloss paints require very fine pigments; flat paints and undercoats have a much higher
pigment content than enamels.

Basic Paint Application Systems: -

A paint system is a series of coats of paint, in which each coat performs a specific function. A
standard paint system consists of a primer, undercoat(s), and finishing coat(s). In general, different
types of paints will be used for each function, but there are some paint types that can perform more
than one function, emulsions for example.

Primer: - This is the first coat of paint that is applied to a raw (unpainted) surface. This is used to
"stick" to the substrate and provide adhesion for the remaining coats of paint. It provides a smooth
stable surface for the following coats and prevents corrosion and chemical attack of the substrate.
There are numerous types of primers that are selected to suit the substrate and surface conditions.

Undercoats: - These are applied over the primer coating, or over existing painted surfaces
prepared for receiving new paint. They have a low gloss level and a high amount of pigments.
They have many functions, increasing the thickness of the overall film, hiding the color of the
primer or the previous layer on the existing substrate, and they are generally tinted in a similar
color range as the topcoat.

Finishing Coats: - As the name suggests, these are the finishing or final coats. They provide the
final color and gloss level required. They are the protection layer from weather, moisture, knock
and chips. They are the aesthetic layer of the paint system.

Special Types of Paint for Interior Design and Decorating: -

Anti Fungus Paints: - These paints contain toxic compounds, which kill any fungi attempting to
feed from it. Some paint have a fungicide added to them, these sometimes do not last the duration
of the paint films life.

Fire Retardant Paints: - This type of paint works as heat causes the paint to swell on the painted
substrate, which forms a barrier insulating the surface from the flames. Other forms incorporate
materials for example chlorinated paraffin or chlorinated rubber which on application of heat they
fuse together preventing combustion.

Relief Texture Paints: - These are often a heavy plaster like texture, which on application provide
a rough finish. They can be carved or moulded to make decorative elements such as borders and
motifs (a decorative design or pattern). It generally comes as a powdered form, containing plaster,
clay, mica and is mixed with water to the correct consistency required.

Heat Resistant Paints:- Oil -Modified Alkyd Paints are suitable for application to surfaces on
which their temperatures could reach 100°C. Light paint colors could discolor at this temperature
though. There are other forms of paint that can withstand higher temperatures; all these paints
generally contain Aluminum powder

Multicolored Finish Paint:- These paints contain combinations of colored globules, which on
application to a surface by a spraying method form a flecked or speckled effect coating. This type
of finish has good adhesion, is very durable and washable. It is ideal for the use in schools, large
institutions and hospitals as it can be easily repaired on a patch basis, and is cost effective in these
situations, saving the need to repaint entire walls.

Plastic Emulsion Paint:- Plastic emulsion paint is water based wall paint. It is based on acrylic
and provides a smooth matt finish to the walls. These paints are also washable and easy to
maintain just as premium emulsions. It is extremely durable but is not suitable for application on
external surfaces, wood and iron surfaces.

Acrylic paint:- Acrylic paint is fast drying paint containing pigment suspension in acrylic polymer
emulsion. Acrylic paints can be diluted with water, but become water-resistant when dry.
Depending on how much the paint is diluted (with water) or modified with acrylic gels, media, or
pastes, the finished acrylic painting can resemble a watercolor or an oil painting, or have its own
unique characteristics not attainable with other media.

Texture paints:- Texture paint is a specialty paint that will hold textured designs, like stippling,
even after it is dry. Texture paint comes in several different varieties, which are smooth, sand, or
coarse. Always look for paint that will give you the longest drying times for your experience level.
The longer the drying time, the more opportunity you'll have to work the paint into a dramatic
effect or correct any imperfections before it sets.

Texture paint is used for two reasons. One is to cover imperfections. Cracks, cement walls, old
paneling, uneven dry wall, or holes are easily and relatively inexpensively hidden with texture
paint. Most texture paint is made with interwoven fibers for exactly this reason. Texture paint is
generally more durable and is designed to hide any imperfections in your wall or ceiling.
Painting - Paint Application Tools

The Brush:- The brush is available in numerous sizes, it is used greatly for "cutting in" around
windows and doors etc, for finishing off with a roller. The brush application method provides good
adhesion to the surface. Care is required not to "overload" the brush as the film coating can
become uneven, take longer to dry, run or drip.

The Roller

This was a great invention! It is wider than a brush and as it's name suggests it rolls the paint onto
the wall. It can be used by hand or attached to a pole to paint a ceiling of high walls. It is a quicker
way to paint than using a brush and tends to use less paint as the application provides a lighter film
coating. It provides an even finish. It has a handle that gets attached to an angled metal frame when
then takes the roller sleeve. The sleeve is a fabric-coated tube that slots over the frame. There are
many different piles for the different types of paint application.

Pads

This is a short pile fiber pad fixed to a plastic handle. You dip it into the paint and wipe it over the
substrate to cover it with a thin film of paint. They are available in different shapes and sizes
allowing you to paint almost anything with them. It leaves a thinner, more even and run free coat
of paint than a paintbrush.

Mechanical Spraying Equipment

This is an application method that is used for difficult areas to paint, i.e. a large amount of relief,
or textures surfaces. It is also very cost effective to spray a single color for large areas; the time
involved is a lot less than rollering or brushing. Care is required that adequate masking is done as
over spray can be difficult to remove. It is used in the application of multicolored paint finishes to
great effect.

INDIAN PAINT INDUSTRY

1. Introduction
The Indian Paints industry has come a long way since its start in the year 1902, from merely a
decorative paints market, strongly influenced by festivals, to a well diversified market now. Even
till the early nineties, paints were considered a luxury item. Only people with high incomes were
expected to do up their houses with paints. Paints, as a protective element, were totally unheard of.
India's market is dominated by the decorative paint and coatings segment. Architectural coatings
largely used in households constitute almost three-fourths of the market's value. The other large
segments are automotive OEM paints, automotive refinish paints, protective coatings and powder
coatings.

2. About the market

Indian Paint Industry is over 1000 years old. Its beginning can be traced back to the setting up of a
factory by Shalimar paints in Calcutta back in 1902. Till the Second World War the industry
consisted of small producers and two foreign companies. After the war, the imports stopped which
led to the setting up of manufacturing facilities by local entrepreneurs. Still the foreign companies
continued to dominate the market, which in a way is the current scenario as well. The initial
decades saw the complete dominance of British Paint companies such as Goodlass Walls (now
Goodlass Nerolac), ICI, British Paints (now Berger Paints), Jenson & Nicholson and Blundell &
Eomite.
The Indian Paints sector is valued at Rs 6,800 crores in value terms and is very fragmented. The
current demand is estimated to be around 650,000 tonnes per annum and is seasonal in nature. The
per capita consumption of paints in India stands at 1.0-kg p.a. as compared to 1.6 kg in China and
22 kg in the developed economies. India's share in the world paint market is just 0.6%.
The Indian Paint industry can be divided as: the organized sector comprising of large and medium
size units the unorganized or the small scale sector.
There are now twelve players in the organized sector with a market share of 70%. This is in
contrast to the 55% share that the sector commanded a few years back. Major companies in this
segment include Asian Paints (44% market share), Berger Paints (17% market share), ICI (12%
market share), Goodlass Nerolac (15% market share), Jenson Nicholson (6% market share),
Shalimar Paints and Rajdoot Paints. The organized sector has grown at a CAGR of 11.5% in the
last five years. The unorganized sector comprising of over 2000 units has a combined market share
of around 30%.
The major players are Asian Paints, Goodlass Nerolac, Berger, ICI and Shalimar. Recently, world
leaders like Akzo Noble, PPG, Dupont and BASF have set up base in India with product ranges
such as auto refinishes, powders and industrial coatings. Kansai Paints of Japan, which entered
into collaboration with Goodlass Nerolac in 1984, is now the holding company for Goodlass
Nerolac with 64.52 % equity holding. PPG has a joint venture with Asian Paints to manufacture
industrial coatings. Jenson & Nicholson and Snowcem India are no longer active players because
of dwindling sales in recent years.
In the 1990s, helped by a growing economy, the paint industry had recorded a healthy growth of
12-13 % annually. This was mainly due to a drastic reduction in excise from a staggering 40% to
16%. However, the growth was restricted in 2000-03 to single digits. There was a revival in 2003-
2004 with a robust growth of 13%.
7The per capita consumption of paint in India is 700 grams against 19 kg in the U.S and 2.7 kg and
5.8 kg in other developing countries like China and Brazil. As the consumption goes with
affordability, the low Indian figure is not a surprise.
High excise duties, low technology and low capital costs for production led to the incidence of a
high number of units in the small scale sector. However, since 1992 the government has been
consistently lowering duties from 40.5% in 1992 to around 16% currently. This has led to lowering
of price differential between the organized and unorganized sector. Moreover the paints sector was
also allowed to claim MODVAT credit on petro-based products, thus lowering the excise
incidence further.

Products
The products of the paint industry can be classified into two major segments - decorative
(architectural) paints and industrial paints. While the decorative paints are used in protecting
 cting valuable assets like buildings, the industrial paints are used for protecti
nst corrosion and rust to steel structures, on vehicles, white goods and appliances.

rative paints: The decorative paint segment can be classified into interior pai
exterior orvaluable
cement assets paints. 80%
like buildings, of thepaints
the industrial decorative paint segment
are used for protection (about
against corrosion and Rs. 36
rust to steel structures,
s in the organized sector) on vehicles,
accounts white goods and appliances.
for interior paints, which consists of premiu
Decorative paints: The decorative paint segment can be classified into interior paints and exterior
um and economy categories.
or cement paints. The premium
80% of the decorative paint segmentcategory consists
(about Rs. 3640 crores inof
the plastic
organized emulsio
medium-priced category
sector) accounts consists
for interior of consists
paints, which synthetic enamels
of premium, medium and the economy
and economy categories. catego
The premium
sts of distempers. category consists of plastic emulsions, the medium-priced category consists of
synthetic enamels and the economy category consists of distempers.

Fig-1
The products under the decorative finishes can be limestone coatings, primers, distempers, cement
paints, matt/lustre finishes, enamels, emulsions (first quality), and premium emulsions. Within the
products decorative
under segment, the exterior category,
the decorative particularlycan
finishes exteriorbeemulsions, is the fastest
limestone growing
coatings, prime
segment 20 % for the last three years.
mpers, cement paints, matt/lustre finishes, enamels, emulsions (first quality), a
Consumption of paints is skewed towards decorative paints which account for 70% of paints sold
ium emulsions. Within
in India. This thecontrast
is in a sharp decorative
to the trendsegment, the exterior
in developed countries, where thecategory,
ratio is skewedparticula
towardsisthethe
ior emulsions, industrial
fastestsegment. This segment
growing segment is marked20by%thefor presence of a large
the last three number of
years.
players from the organized as well as unorganized sector.
8Competition is high and margins tend to be low in this segment. Products of this segment are
umption of paints
relatively priceis skewed
sensitive. Asian towards decorative
Paints is the market paints
leader in this segment.which account for 70%
Demand This
s sold in India. for decorative
is inpaints is seasonal
a sharp with bulkto
contrast of sales
the taking
trend place
induring the festival countries,
developed seasons whe
from September to December. Besides, sales remain slack during the monsoon months from June
atio is skewed
to August. towards the industrial segment. This segment is marked by t
nce of a large number
Entry barriers ofofplayers
in terms from
technological the requirements
and funds organized are as welllower
relatively as unorganized
in the paints sect
sector. It is estimated that a plant of 1 m tpa will cost around Rs 120 m. However decorative paints
are marketing-savvy products and backed by large advertisement campaigns and dealership
networks. These serve as high cost entry barriers for new companies in this business. The huge
investments required in setting up a vast marketing 8 and dealership network, to advertise and
develop a brand over a period of time can only be afforded by companies in the organized sector.
It is for this reason that smaller companies and small scale sector units are slowly losing market
share to the organized sector.
Industrial Paints: Industrial paints comprising 30% of the market include automotive paints, high
performance coatings, coil coatings, powder coatings, marine paints and general industrial
coatings. The automotive segment is further bifurcated into OEMs and auto refinishes. The
strial Paints: Industrial paints comprising 30% of the market include auto
, high performance coatings, coil coatings, powder coatings, marine pai
al industrial coatings. The automotive segment is further bifurcated into OE
efinishes. The automotive and general industrial coatings occupy top slot i
duction. Goodlass
automotive and Nerolac is the
general industrial market
coatings occupy leader
top slot ininterms
thisof segment.
production. Goodlass
Nerolac is the market leader in this segment.

Fig-2
Demand for these paints is relatively price inelastic, but is prone to business cycles and depends on
nd for these paints
industrial is relatively
and economic growth. Major endprice inelastic,
user industries includebut is prone to business cyc
shipping,
capital goods, white goods and heavy industries.
ds on industrial and economic growth. Major end user industries include sh
The industrial paints segment due to specialized technology and high capital expenditure attracts
l goods, white goods
fewer players. Most and
Indianheavy
companiesindustries.
have tied up with or are in the process of tying up with
international paint majors to have access to the latest technology. A tie-up with a global paint
manufacturer also enables the domestic company to supply to local customers of its partner. For
ndustrial paints segment
example, Goodlass Nerolacdue to specialized
is a major supplier to Marutitechnology
Suzuki because ofandKansai,high capital expe
its Japanese
collaborator and
ts fewer players. MostSuzukiIndian
relations. companies
It is for the same have
reason that
tiedAsian
upPaints
with(tie-up
orwith
arePPGin the pro
Industries, USA) is a major supplier of paints to Opel Astra.
up with international paint majors to have access to the latest technology. A
a global paint manufacturer also enables the domestic company to supply
mers of its partner. For example, Goodlass Nerolac is a major supplier to
Products
ki becausePaints
ofcanKansai,
be generallyits
divided into decorative
Japanese paints and industrialand
collaborator paints. Suzuki
Industrial paints consist
relations. It is
of the automotive category also. Decorative paints can be further divided into interior and exterior
reason that Asian
wall paints, Paints
wood and metal(tie-up with
enamels. Each PPG
of these Industries,
products USA)varying
has a range of products is afrommajor sup
to Opel Astra.
the premium segment to the economy segment.

9
Paints can be generally divided into decorative paints and industrial paints. Industrial
paints consist of the automotive category also. Decorative paints can be further divided
into interior and exterior wall paints, wood and metal enamels. Each of these products has
a range of products varying from the premium segment to the economy segment.

Decorative Segment

Interior Wall Paints

Product Asian Berger Goodlass Jenson ICI Shalimar

Segment Paints Nerolac Nicholson

Exquisite Royale Luxol silk Pearl Special Dulux Hussain

emulsion Luxury Luster Effects Designer Collection
paint with Emulsion Silk
luxurious
finish and
silky
glowing
appearance
Emulsion Premium Rangoli All Robbaliac Dulux -
with rich Emulsion Scapes 24 acrylic Designer
and matt carat Silk
finish and Low
superior Sheen
quality
Acrylic Tractor Bison Nerolac - Dulux Superlac
emulsion at Emulsion Emulsion Premium Wash & Acrylic
the similar Acrylic Wear Emulsion
price as emulsion
distemper
Water Tractor Bison Nerolac Jensolin Dulux Shalimar
based Acrylic & Distemper Acrylic Acrylic Wash & No 1
paint, long Synthetic Distemper Distemper Wear
lasting & Distemper
value for
money
Water Utsav - - - - -
based paint Acrylic 14
at Distemper
affordable
prices
Table-4

Exterior Wall Paints

Product Asian Berger Goodlass Jenson ICI Shalimar
Segment Paints Nerolac Nicholso
n
Technologi Elastomer Weather Excel Special Dulux
cally high ic-Hi- Coat 100% Effects Weather
end Performa Acrylic exterior shield
product nce Garden
Exterior Shades
Paint Low
Sheen
Premium Apex Walmasta Nerotex Armour Dulux Xtra
based paint Acrylic
affordable
at Distemper
prices
affordable
prices Table-4
Table-4
Exterior Wall Paints
Exterior
ProductWall Paints
Asian Berger Goodlass Jenson ICI Shalimar
Segment
Product Paints
Asian Berger Nerolac
Goodlass Nicholso
Jenson ICI Shalimar
Segment Paints Nerolac n
Nicholso
Technologi Elastomer Weather Excel Special
n Dulux
cally high
Technologi ic-Hi-
Elastomer Coat
Weather 100%
Excel Effects
Special Weather
Dulux
end
cally high Performa
ic-Hi- Coat Acrylic
100% exterior
Effects shield
Weather
product
end nce
Performa Acrylic exterior Garden
shield
product Exterior
nce Shades
Garden
Paint
Exterior Low
Shades
Paint Sheen
Low
Premium Apex Walmasta Nerotex Armour Dulux
Sheen Xtra
Textured
Premium Textured
Apex Walmasta Matt
Nerotex Quartz
Armour Tuscan
Dulux Premium
Xtra
Segment
Textured Exterior
Textured Matt Quartz Effects,
Tuscan Acrylic
Premium
Segment Emulsion
Exterior Dulux
Effects, finish
Acrylic
Emulsion Render
Dulux finish
Effects
Render
Non Ace Duracem Suraksha Robbiace Dulux
Effects Premium
Textured Exterior Plastic m Super Weather Acrylic
Non Ace Duracem Suraksha Robbiace Dulux Premium
Segment Emulsion Cement shield Distemper
Textured Exterior Plastic m Super Weather Acrylic
Paint Low
Segment Emulsion Cement shield Distemper
Sheen
Paint Low
Economy Ustav - Nerocem - - -
Sheen
Segment Exterior
Economy Ustav - Nerocem - - -
Distempe
Segment Exterior
r
Distempe
Table-5
r
Table-5
Enamels
Enamels
Product Asian Berger Goodlass Jenson ICI
Segment Paints Nerolac Nicholson
Product Asian Berger Goodlass Jenson ICI
Segment
Premium Paints
Apco Premium Luxol Nerolac
- Nicholson
Brolac Dulux Super
Segment Gloss Enamel, Luster Polyurethane Enamel High
Premium Apco Premium
Apcolite Luxol - Brolac
Enamel Dulux Super
Gloss
Segment Gloss Enamel,
Premium Satin Luster Polyurethane Enamel High
Apcolite Enamel Gloss
Premium Satin
Medium Gattu Synthetic Luxol Hi- Nerolac Umbrella Dulux Super
Segment Enamel Gloss, Synthetic Synthetic Enamel Semi
Luxol 15 Enamel Enamel Gloss
Satin
15
Economy Utsav Enamel Goody - -
Segment Synthetic
Enamel
Table-6

Apart from these there a certain speciality paints produced by these brands which are not
produced by all the brands and cannot be categorized.
Asian paints has an umbrella brand by the name of Utsav that covers the economy
segment in all paint categories. The Utsav sub-brand is aimed at the Indian rural populace
who are on the lookout for cheap but durable and beautiful paints.
Apart from these there a certain speciality paints produced by these brands which are not produced
by all the brands and cannot be categorized. Asian paints has an umbrella brand by the name of
Utsav that covers the economy segment in all paint categories. The Utsav sub-brand is aimed at
the Indian rural populace who are on the lookout for cheap but durable and beautiful paints.
Apart from these all the paint brands also make some miscellaneous products like surface primers ,
stainers, varnishes, thinners, aluminum paints, etc.
Apart from these there a certain speciality paints produced by these brands which are not produced
by all the brands and cannot be categorized. Asian paints has an umbrella brand by the name of
Utsav that covers the economy segment in all paint categories. The Utsav sub-brand is aimed at
the Indian rural populace who are on the lookout for cheap but durable and beautiful paints.
Apart from these all the paint brands also make some miscellaneous products like surface primers ,
stainers, varnishes, thinners, aluminum paints, etc.

Porters model:-

Supply
Supply exceeds demand in both the decorative as well as the industrial paints segments. Industry is
fragmented.

Demand
Demand for decorative paints depends on the housing sector and good monsoons. Industrial paint
demand is linked to user industries like auto, engineering and consumer durables.

Barriers to entry
Brand, distribution network, working capital efficiency and technology play a crucial role.

Bargaining power of suppliers

Price increase constrained with the presence of the unorganised sector for the decorative segment.
Sophisticated buyers of industrial paints also limit the bargaining power of suppliers. It is therefore
that margins are better in the decorative segment.

Bargaining power of customers

High due to availability of wide choice.

Competition
In both categories, companies in the organised sector focus on brand building. Higher prices
through product differentiation are also followed as a competitive strategy.

Financial Year '10

FY10 was a strong year for paint companies as compared to a very challenging FY09. The 3
players viz. Asian Paints, Kansai Nerolac and Berger Paints reported strong growth in sales as
demand significantly improved in both the decorative and the industrial paints segment. With
respect to the latter, the automotive paints segment did very well on the back of splendid sales
performance reported by auto companies. Further, the GDP growing at a much faster rate in FY10
than it did in FY09 also helped matters.
Performance was robust on the margins front as well. Operating margins significantly expanded as
raw material costs fell down. This was on the back of benign commodity prices. An appreciating
rupee (which makes imports cheaper) also helped matters as all paint companies import a large
part of its raw material requirements namely titanium dioxide. However, the end of FY10 saw a
gradual rise in input costs and the robust margins that the companies enjoyed are not likely to be
sustainable going forward.

All the key players are in an expansion phase. Asian Paints' plant in Rohtak, Haryana has
commenced operations and it has acquired land in Maharshtra to set up another plant. Kansai
Nerolac is undertaking brownfield expansions at its Lote and Bawal plants. Meanwhile operations
have commenced at its greenfield project in Hosur, Tamil Nadu. Berger Paints has acquired land in
Andhra Pradesh for setting up a water based paint plant besides enhancing its current plant
capacities at Goa and Jammu.

Prospects:-

Decorative paints are expected to witness higher growth going forward. The fiscal incentives given
by the government to the housing sector have benefited the housing sector immensely. This will
benefit key players in the long term.

This apart, the status of monsoons would have a significant impact on agricultural output, which in
turn would influence the demand for paint from rural areas. We expect paint demand to grow by
12% to 15% in the next two to three years, largely led by post festive season demand.

Demand for industrial paints is expected to increase going forward. This is on account of
increasing investments in infrastructure. Domestic and global auto majors have long term plans for
the Indian market, which augur well for automotive paint manufacturers like Kansai Nerolac and
Asian-PPG. Increased industrial paint demand, especially powder coatings and high performance
coatings will also propel topline growth of paint majors in the medium term.

The reduction in peak customs duty from 12.5% to 7.5% will lower the import cost of key raw
materials. With more residual income with the population, home loan disbursals are expected to
grow at 25% CAGR in the next three years, which is a positive for paint companies.

Paint Companies In India

Paint Companies in India bring to you a wide range of paints, varnishes, pigments and coatings for
the perfect finishes for the home interior and exteriors décor and beautification. The paints
industry in India has flourished into a full-fledged manufacturing and sale market catering to the
international standards being demanded for the painting jobs. The top paints manufacturers and
painting companies like Asian Paints India, Nerolac India Paints, Berger, Dulux India Paints,
Shalimar Paints etc. also provide an online visual gallery and shade cards citing all the available
colors and paints products. Some other Paint companies.

Acro Paints Ltd

Acro Paints Ltd. isa multi product company with a glorious track record of over 3 decades. The
highly innovative product range includes Acrylic Emulsion paints for exteriors & interiors,
Synthetic Enarmels, Primers, Premium Cement Paints, complete range of Decorative & Protective
Paints, high performance coatings & specialized paints as per IS/BS/ASTM etc.
Advance Paints
Advance Paints belongs to a family knit of "SHETH's" & part of GALIAKOTWALA GROUP.
Galiakotwala group was born in the year 1923 with business of trading in Hardwares. The group
further developed adding its business into Manufacturing of Containers, Manufacturing of Paints,
Property developers, trading of raw cotton (domestic & International), Dealing in environment
control equipments, Dealing in BPL Cellular phones.
Asian Paints
Asian Paints is India's largest paint company and ranks among the top ten decorative coatings
companies in the world today, with a turnover of Rs.22.6 billion (around USD 513 million).
Auto-Coat Systems India
Our dedicated 15 years of proven track record & total 30 years experience in promoting modern
technology in product coating at All India Level.
Berger Paints
Being an ISO 9001 company its quality products have attained instant recognition, worldwide, and
continues to meet quality requirements that are demanded today even in the domestic market. The
Country's third largest paint manufacturer, with its Headquarters in Calcutta, BERGER controls a
distribution network comprising of 66 stock points spread across the country.
Bombay Paints Limited
For over 50 years Bombay Paints has been involved in the manufacture of various types of Paints,
Varnishes, Enamels, Putties and Sealing Compounds and Resins.
Bonjour Enterprises
Manufacturer of enamel paints, decorative enamel paints, coating, architectural coating, epoxy
coatings, paints, chlorinated paints, primers, polyurethane paints, heat resistant paints, road
marking paints and chimney paints.
Classic Paints.
Classic Paints - Manufacturer of decorative & industrial paints including acrylic emulsion paints,
exterior paints, speciality coir coatings and distempers.
ICI Paints
ICI India manufactures and markets paints, speciality chemicals, rubber chemicals, adhesives &
starch.
Indolac paints
Indolac paints is brought to you by Super Aquacem (India) Pvt. Ltd. which is a very old name in
Paint manufacturing. It has now set up an ultra Modern Factory in the industrial belt of Gurgaon
,Haryana
Inter Color, LLC
Manufacturers of all kinds of paints. intercolor have Brands like: intersheen, interflek, interpearl
and tex quartz silk & matt finish have satisfied customer's need and painted a bright future for the
company.
Jenson & Nicholson
Jenson & Nicholson, a leading paint company in the country today was established in the year
1922. It has a country wide presence with 33 branches and stock points across the country and
manufacturing plants at Naihati (near Calcutta), Sikandrabad (near Delhi) and Panvel (near
Mumbai).
Nerolac Paints
They are esteemed to be a subsidiary of Kansai Paint Company Limited, which is the largest paint
manufacturingcompany in Japan and among the top ten coating companies of the world. They are
the second largest coating company in India with a market share of around 20%.
Nitco Paints
Nitco Paints, an associate company of Nitco Tiles, Asia's largest manufacturer of flooring tiles, is
one of India's leading manufacturer of exterior paints & coatings.
Noble Paints Pvt. Ltd
Noble Paints Pvt. Ltd. was established in 1934 by the Late Mr. Jal Jamshedji in Bombay. It was
one of the first Indian paint manufacturers and is one of the Nations oldest.
Shalimar Paints Limited
Shalimar Paints is one of the leading paints manufacturing companies of India. It has three
manufacturing units and more than 45 branches and depots all across the country.

A lot to look forward to for India's paints industry

The 100-year-old paint industry is one of the fastest growing sectors in India, thanks to global auto
majors setting foot in this country.

Over the years, India's paint industry has indeed come a long way. However, consumption of
paints in India is far below than what one sees in developed countries.

How big is the 100 year old Indian paint industry now?

The size of Indian paint industry is Rs 13,600 crore (Rs 136 billion) which includes both organised
and unorganised sector. Out of this, Rs 8,600 crore (Rs 86 billion) is roughly contributed by the
organised sector.

How much has economic growth helped the paint industry? Did you see considerable growth
after 1991?

Paint industry has been growing tremendously since 1991. The growth hovers around 1.5 to two
times the real gross domestic product.

How has the attitude of people changed towards paints?

People still look at paint from the aesthetic point of view and ignores its protective aspect. Lack of
awareness therefore results in heavy corrosion-related losses every year.

This situation is gradually changing.

It is said that Indians no longer look at paints as a luxury item. If so, what is the reason for
this change in attitude?

Unfortunately, paint is still considered a luxury item and even the government taxes it that way.
With public awareness growing about the paint's utility, many sophisticated/functional coatings
have been introduced. Customers today are enlightened enough and they exercise informed choice.
It was reported that per capita consumption of paints in India is still very low -- about 700
gm per annum in comparison to 22 kg in the US. Why is it so?

Per capita consumption of paint in India is about 1,100 gm and is gradually picking up. Also, we
have to gauge consumption from the point of affordability.

Moreover, villages comprise a large part of India and paint consumption is pretty low there as
compared to urban areas.

The paint industry is to be blamed for low consumption as it has always been projecting the luxury
(aesthetic) aspect rather than the protective aspect.

How much can the Indian paint industry grow?

The Indian paint industry will continue to grow at the rate of 1.5 to 2 times of real GDP. In other
words, it will grow by 11-12 per cent every year.
ELEMENTTO :- COMPANY PROFILE

Elementto is a brand promoting

A) Wall coverings: In collaboration with Italian & French companies. Our range of innovative
Wall Coverings reproduces the natural effects of silk, velvet, metallic & the retro look
which is in vogue these days. Every year ELEMENTTO launches 40 to 50 new designs
with various colour ways to cater to the changing trends in interiors.
B) Designer Paints from Italy : Elementto introduces high-end decorative Paints for Interiors
with finishes like marble, 2tone, glaze effect, suede and stone. Introducing shortly colourful
exterior finish.
Please note both the above are made available to interior designers/ clients through our
company owned showroom in Mumbai, New Delhi, Pune & Banglore, and through our
network of 75 boutiques spread across India.
C) Decor Exclusive: It is a state of the art lounge in our Mumbai showroom, wherein we offer
consultancy & specialized imports of Italian furniture, artifacts etc.for our projects. Our
lounge shall house an exhaustive range of catalogues to cater to the varied needs of
architects, interior designers, corporate etc.
Details of Products Displayed
Wall Coverings
Swaroski crystals wall covering is the latest edition to our collection. Which comes in panel of
79 cm by 79 cm. It can give a glittering effect with use of good lighting. Nirvana gives an
animal skin look of LEOPAD / ELEPHANT/ RABBIT / DEER popularly used in BAR /
DEN / T.V. Rooms to give a dark look.
Uranium is 2 tone / 3 Tone metallic colours which gives rust look in modern colours.
Geometric Design is also displayed through our collection MININMALZ.
Designer Paints.
Introducing for the first time decorative paints with a real Marvel feel & finish called
MARBLO. Multicolour metallic which is very popularly with interior designers is also
displayed under Glacier. Suede looks SILKANO which can be applied wall to wall in
HOUSES / HOTELS / CORPORATES.
Decor Exclusive
Will be show casing 30 books of Modern / Classical / Outdoor furniture from reputed brand
from ITALY .Clients / Interior Designers can approve the design by going through the
catalogues or even visiting ITALY to virtually see the product & place the order in their
respective showroom at discounted factory prices.

A) Wall Covers: 1.Crystalline a“ Real Swaroski Crystals”.

2. Uranium a“ 2 & 3 Tone Metallic” in modern colours.
3. Nirvana a“ Animal Skin”
4. Minimalz a“ Geometric design”.
5. Damasc a“ Metallic Damasc Designs”.
B) Designer Paints: 1.Marble- Marble Finish Paint.
2. Glacier a“ Multicolour Effect.
3. Silkano a“ Suede Effect.
C) Decor Exclusive: 20-25 high end Italian Furniture Catalogues.
Elementto Paints:-

ELEMENTTO GENERIC DESCRIPTION REMARKS

PRODUCTS NAME

Marblo Interior stucco paints Marble effect smooth glossy

paint

Marino Exterior stucco paints Marble effect smooth exterior

paint

Silkano Metallic silky designer paint Velvety shadow effect

Chic High metallic premium texture paint Ruff sand effect

Glacier Metallica multi designer paint Bubble using metallic white

effect

rinato Matt multi designer paint Bubble busting white effect

Glaze Highly washable metallic designer Design with effect tools

paint

2 tone Semi transparent designer paint Silicon based washable paint

Tuffcoat Light acrylic plaster Three dimensional effect

“Hyenica” acrylic paints 100%acrylic emulsion antibacterial Antibacterial hygienic paint

hygienic emulsion paint mainly for hospitals. Resists
bacterias like MRSA,fungus
etc

“Multi touch” acrylic 100%acrylic emulsion paint with Premium 100% acrylic paint
paints low sheen & high washability. with high decorative value.

“Acrylica” acrylic paints Matt acrylic emulsion paint Matt smooth paint film with
high opacity

Seal coat acrylic primer Water based high penetrating acrylic Provides good adhesion with
primer substrate

Grip primer Quartz acrylic primer with strong Provides strong adhesion to
adhesion with substrate heavy top textures like
malbro/marino
Suggestions for ELEMENTTO:-

Product should be more aware

Need more advertising.
Take Architects meet.
Appoint distributors & retailers.
Price should be more Attractive
Need to distribute brochure to the Architects while meeting

Customer Questionnaire

1. How often do you paint your house/ office?

a) 1 yr b) 3 yrs c) 5 yrs or more

2. When you think of paints what are the brand names that come to your mind?
List any four_____________________________________________________

3. How did you get to know about these brands?

a) Newspapers b) TV c) Hoardings
e) Dealer

4. Whom do you consult while taking painting decisions? a) architects b) painters c)

contractors d) dealers

5. From where do you prefer to purchase?

Ans.

Dealer Wholesaler retailer

WILLINGLY TO PURCHAGE 13 24 39

6. Why do you like this brand?

Ans. _____________________________________________________
7. What are the services offered by paint companies that you know of?
a. Colour mixing machine b. consultancy services
c. cost calculators d. online services