Technology & Operations Strategy

Project Proposal
Group G
Chosen Industry
Paint Industry in India
Chosen Firms
 Asian Paints Limited
 Berger Paints India
Rationale Behind Choice
 The Indian paint market is expected to grow with over 75000 crores in terms of value for period of FY
2017-18 to FY 2022-23, on account of change in lifestyle, urbanization, and increase level of education,
high margin on paint
 Demand in the paints industry is likely to grow on the back of strong economic growth in India, and
reduced GST rates levied on the industry
 Four major players dominate the industry, with Asian Paints Limited leading the pack, followed by
Berger, Kansai Nerolac, and Akzo Nobel
 Players in this industry, for the past five decades, have focused on customer needs and constant
innovation in products, marketing, and service delivery
 Through this project, we aim to study the different strategies adopted by Asian Paints and Berger Paints,
throughout their value chain, including manufacturing, distribution, marketing, and customer-centric
digital initiatives
 With digitization and technology having revolutionised the industry (Asian Paint’s Computerised Colour
Dispenser, etc.), the very face of the industry has changed, which makes it very interesting for us to
study
 We have chosen Asian Paints because of its role in carving out a whole new segment in the paints
industry, i.e. the decorative segment. Through its strategies and leadership, it has gone on to become the
market leader in the industry
 Berger Paints India trails only Asian Paints when it comes to market leadership, being the second largest
player in the decorative segment and the third largest in the industrial segment. We aim to identify and
study the strategies of both these firms and contrast them with each other to understand the reasons for
their successes and failures

Scope of Study
 Overview of the Paints Industry in India
 Firms’ Overviews
 History & Evolution
 Strategic Choices
 Value Chain – Procurement, Manufacturing, Distribution, Marketing, Modularity, Postponement,
Customer-Centric Digital Initiatives and Sales

Sources of Data
Primary Source in Berger Paints India
Secondary Source: Internet Sources