7:10PM, Feb 13 - Siddharth: Type

PublicTradedasBSE:500820
NSE:ASIANPAINTIndustryChemicalsFounded1942HeadquartersMumbai,India
Area served
Global
Key people
K.B.S. Mehta(MD& CEO)[1]ProductsPaints and Specialty productsRevenue101 billion(US$
1.6billion)(2012)[2]Profit9.88 billion(US$160million) (2012)
Number of employees
4,937 (2012)Websitewww.asianpaints.com
is an Indianchemicalscompany headquartered inMumbai, India.[3]It manufactures paints
for decorative and industrial use. Asian Paints is India's largest paint compan
y and Asia's third largest paint company, with a turnover of Rs 96.32 billion. B
esides Asian Paints, the group operates around the world through its subsidiarie
s Berger International Limited, Apco Coatings Limited, SCIB Paints and Taubmans.
HistoryEdit
Asian Paints was established on 1 February 1942 by Champaklal H. Choksey, Chiman
lal N. Choksi, Suryakant C. Dani and Arvind R. Vakil. They name their company 'T
he Asian Oil & Paint Company', a name that was randomly picked from a telephone
directory[citation needed].
1945 Asian Paints touches a turnover of Rs. 3,50,000[citation needed]
1957 66 The family-owned company makes the change to a professionally managed or
ganisation.
Major products and servicesEdit
Asian Paints manufactures and markets industrial and decorative coatings. Along
with that the company also provides home painting services and solutions. The co
mpany's key products and brands include the following:
: Interior wall paints, Exterior wall paints, Wood surface paints, Metals surfac
e paints.[4]
: Protective coatings, Floor coatings, Road markings.[5]
: Wall primer, Acrylic Wall Putty, Exterior Wall Putty, Wood Primer.[6]
Asian paints made a foray in automotive paints in the year 1997 with a joint ven
ture withPPG Industries. The joint venture is called PPG Asian paints.[7]The compa
ny manufactures body coatings and plastic coatings.
Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex Ultima,
Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play, Touchwood,
Tractor Emulsion, Utsav.
Forbes listingEdit
ForbesGlobal magazine USA ranked Asian Paints among the 200 Best Small Companies

in the World for 2002 and 2003 and presented the 'Best under a Billion' award, t
o the company. Asian Paints is the only paint company in the world to receive th
is recognition. One of the country's leading business magazine "Business Today"
in Feb 2001 ranked Asian Paints as the Ninth Best Employer.It has been recognise
d by "Economic Times" as well. Forbes has also ranked Asian Paints among the Bes
t under a companies in Asia in 2005, 06 and 07.
Financial dealsEdit
Asian Paints has acquired 30% stake in Dutch Boy Philippines from Berger Interna
tional Limited (BIL), an indirect subsidiary of Asian Paints. Asian Paints execu
ted a conditional stock purchase agreement relating to the sale of 427,000 share
s of Dutch Boy Philippines, which ceases to be an associated company of BIL. Asi
an Paints, Ltd. (APL) has entered into a 50:50 new joint venture agreement with
PPG Industries, Inc. (PPG), a US-based provider of paints, coatings and speciali
ty products, to accelerate the growth of non-decorative coatings business in Ind
ia.
This is the second joint venture between APL and PPG. They currently have a 5050
joint venture named Asian PPG Industries Ltd (APPG).
APL and PPG have agreed that APL will take lead in the second venture, while PPG
will take lead in APPG in order to utilise their respective strengths to best c
apture the growth in infrastructure development and globally driven markets in I
ndia.
APPG currently services the Indian transportation coatings market and this chang
e will expand its scope to additionally service the industrial liquid, marine an
d consumer markets. The second joint venture will service the protective, indust
rial power, industrial containers and light industrial coating markets.
The transaction is subject to regulatory approvals and is expected to be complet
ed during 2011.
It has recently acquired 51% in Sleek International Private Limited and is looki
ng to have a stronghold in home improvement.
Asian Paints Acquired 51% in Kadisco Chemical Industry Plc of Ethiopia
RevenueEdit
The company recorded revenues of INR77,888.7 million (approximately $1,708.1 mil
lion) in the fiscal year ended March 2011, an increase of 14.2% over 2010. The c
ompany's operating profit was INR13,956 million (approximately $306.1 million) i
n fiscal 2011, an increase of 2% over 2010. Its net profit was INR8,432.4 millio
n (approximately $184.9 million) in fiscal 2011, an increase of 0.9% over 2010.
International operationsEdit
Asian Paints operates in 17 countries across the world. It has manufacturing fac
ilities in each of these countries and is the largest paint company in eleven of
these markets. Asian Paints operates in five regions across the world viz. Sout
h Asia, Southeast Asia, South Pacific, Middle East and Caribbean region through
the five corporate brands viz. Asian Paints, Berger International, SCIB Paints,
Apco Coatings and Taubmans. The countries that Asian Paints has presence are as
follows:
.in(India, Bangladesh, Nepal and Sri Lanka).
.in.

.in(Singapore),(UAE, Bahrain and Oman),(Jamaica, Barbados, Trinidad & Tobago).

.in(Fiji, Tonga, Solomon Islands and Vanuatu).
.in(Fiji and Samoa).
The company has a dedicated Group R&D Centre in India and has been one of the pi
oneering companies in India for effectively harnessing Information Technology so
lutions to maximize efficiency in operations.
Group subsidiariesEdit
1) Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. A
sian Paints operates in Australia, Fiji, Tonga, Solomon Islands and Vanuatu unde
r the brand name of Apco Coatings.APCO COATINGS
2) Asian Paints Industrial Coatings Limited has been set up
3) In 1994, Berger units were brought under the single umbrella of the holding c
ompany 'Berger International Limited (BIL)' with headquarters in Singapore, whic
h was also listed on the Singapore stock exchange. In November 2002, BIL became
a part of the Asian Paints Group. Incidentally, Berger Paints Jamaica Limited, w
hich is listed on the Jamaican stock exchange, is amongst the top ten companies
in the country in terms of market capitalisation. In the Middle East too Berger
is a well-respected brand. It is the largest paint company in Bahrain. Using its
state-of-the-art manufacturing facilities there, and in United Arab Emirates, i
t exps of the Company at its meeting held on 8 August 2013 have approved the inf
usion of Rs 997.8million for 51% stake in Sleek International Private Limited (SI
PL). Post the infusion, the company would hold 51% stake in SIPL, said statement
from Asian Paints.[8]
CampaignsEdit
Gattu, the mascot
Gattu, the mascot for Asian Paints was created by cartoonistR. K. Laxmanin 1954. S
oon Gattu, with his "shock of black hair eternally dangling over his right eye",
became popular and remained so for many decades, even featured in business quiz
zes[9][10]After over four decades, it was eventually phased out after 2002, when
company's advertising agencyOgilvy & Mather(O&M) initiated a rebranding exercise.[
11]
Logo change
The brand also went in a brand overhaul. The logo was changed to a contemporary
upmarket, the logo/design was to convey self-expression, sophistication and Tech
nology. Thus came the birth of a wonderful positioning strategy created by O&M.
The insight was that the brand is about people and homes and homes reflect the p
eople living in it. Hence " Har Ghar Kuch Kehta Hai" translated to " Every Home
has a story to tell". This campaign is a perfect example of a brand laddering up
and connecting to a higher level in the mind of the customer. The campaigns rei
nforced the brand as a premium emotional brand. Along with the campaign Asian Pa
ints also ran parallel ads for its subbrands. Saif Ali Khan endorsed the premium
brand Royale. For Apex Ultima, the campaign was highly localised and was differ
ent in different market.