The purpose and scope of document is to study, analyze and understand the business andmarketing practices of Asian Paints Limited. In order to achieve this objective, two stageswere identified – Data collection stage and the Analysis stage. The first stage includes thedata collected from various sources regarding the following:1. The Origin, History of the company, its growth, The board of Directors,Operation units in India and abroad2. The three closest competitors in the paint industry – Goodlass Nerolac, BergerPaints, ICI , their origin and growth3. Financial statements of the Company4. Information about the 4 P’s of marketing – Product, Price, Place and Promotion inthe Orissa market5. A customer and dealer survey in Orissa to understand their decision makingprocessThe analysis stage includes understanding the implications and relevance of the datacollected and drawing conclusions about the company’s business and marketingdecisions.Asian Paints (AP) Limited is an out-an-out Indian firm in the paint industry thatmanufactures and markets a wide spectrum of decorative as well as industrial paints.Though it had a corporate position of a focused national paint company by catering toindustrial and household customers in Indian market in the past, it has beensystematically repositioning itself in the recent years to become a global player byentering into a number of other country markets.The Indian Paint industry is mainly divided into two segments – decorative paintssegment and industrial paints segment. Asian Paints is the market leader in the decorativepaints segment with a market share of 44 % followed by Berger Paints (17 %), GoodlassNerolac (15 %) and ICI (12 %). However in the Industrial Paints, Goodlass Nerolac isthe leader followed by ICI, Berger Paints and Asian paints.Known for its innovative marketing and distribution strength, Asian Paints is oneof the consistent performers in the Indian corporate scene. The company has a track record of profitability, transparency in operations and strong balance sheet. Factors thathave been given emphasis here include the low per capita consumption of paints (1.0kilogram), growth in construction sector (it is being offered industry status) & growth inthe auto/white goods market respectively spurring demand for decorative & industrialpaints. The impact of recent issues & trends (like raw material costs, excise dutyrationalizations, quality consciousness in user segments) on the industry dynamics canalso be seen. The industry has also witnessed increased activity in the industrial variety of paints with the entry of Multi-National Companies in auto, consumer durables etc, whichhas been gaining steadily over decorative paints in the last one decade. With the industryto grow at a CAGR of 8-9 % for the next five years with growth level of 27.4 % for carsand 8.9 % for two wheelers we see a lot of opportunity in the automobile sector for thepaint industry. Moreover housing industry is also likely to do well in the current yearwith the growth rate for the last year being 35 %. So the expected rate of growth for paintindustry for the next five years is around 9-10 %.