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© Team Disha IIM Lucknow

Asian Paints

About the Company Financial information – FY13 (Source: Capitaline)

 India's largest paint company;Asia’s third largest Mkt Cap: 52,559 INR Crores
and ranked 13th among paint companies in the world. Sales Turnover: Rs. 10419 crore
 Market Share: 52-53% Consolidated net profit: Up by 23.1%
 Ranked among the Forbes- Asia’s Fab 50 list in
2011,2012 and 2013
 Turnover of INR 127.15 billion
Industry and Competition
 Along with its subsidiaries has operations in 17
countries across the world and services customers in Industry: Paints/Varnishes
65 countries
The paint industry is divided into two segments – Decorative and
 MD & CEO: Mr K B S Anand
Industrial paints.
 Chairman – Ashwin Choksi
Vision: To become one of top 5 Decorative coatings Decorative paints account for over 75% of the overall paint
companies world-wide by leveraging its expertise in market in India and include wall finishes for interior and exterior
the higher growth emerging markets. Simultaneously, use, enamels, wood finishes and ancillary products such as primers,
the company intends to build long term value in the putties, etc. The retail demand was affected by an overall sluggish
Industrial coatings business through alliances with economy, excessive rainfall in parts of Southern India and
established global partners slowdown in construction in some states.
Decorative paint market is further segmented into sub-segments,
Profiles / Departments such as emulsions, enamel paints, distemper and cement paints.
Against the backdrop of contraction in the industrial sector marred
Previous Projects: Sales and Marketing by slowdown in infrastructure investment and tight liquidity, the
1. Develop a strategy for driving growth in Apex demand for industrial coatings continued to remain weak through
Ultima in NCR region the year leading to contraction in revenues generated by Asian
2. Market Sizing and Customer Value Proposition Paints PPG Private Limited (AP-PPG).Inspite of the challenging
Assessment of The Automotive Refinish Paint business environment, AP-PPG’s strategy to focus on the high-end
Market in Bangladesh Protective Coatings and Powder Coatings business helped in a
3. To understand the potential for ‘self-use samplers’ substantial improvement in the product mix and margins.
and chalk out a marketing plan for them The industrial paint market covers sub-segments such as
4. Unearthing the economy paint segment in Kolkata automotive coating, high performance coating, powder coating and
Previous projects: Supply Chain coil coating.
1. Import Raw Materials Deployment Strategy, Risk Demand drivers: Presently, the growth of the Indian paint industry
Assessment of purchase processes and 100 % is being witnessed from new demand pockets, especially in Tier-II
compliance of PR to PO and Tier-III cities, thus, signalling the growing acceptance of
2. JDA Supply Chain Planning, Modelling for quality products among the masses. The growing popularity of
Improved Business Scenario Management quality paints and increasing income levels of people residing in
Tier-II and Tier-III cities have pushed the growth in premium paint
Products / Services market of Indian decorative paint industry.
Challenges: the industry is highly raw material-intensive and any
Ancillaries: Decoprime Wall Primer, Acrylic Wall fluctuation in the availability of raw material leads to substantial
Putty, Wood Primer price fluctuation in paint production costs.
Automotive: Nexa AutoColor, Deltron Competition: The biggest competitors in India are
DecorativePaints: Apex Ultima, Tractor Acrylic Kansai Nerolac, Berger Paints (India Ltd), Akzo Nobel (It is the
Distemper, Utsav AcrylicDistemper, Royale Play, largest global paints and coatings company), Shalimar Paints
Royale Play Dune, Royale Play Metallics, Enamels Acquisition:
Industrial: Protective coatings, floor coatings, road Asian paints has signed a deal to acquire 51% stake in Kadisco
markings chemical Industry PLC in Ethiopia.
© Team Disha IIM Lucknow

Previous Placements Feedback

GD Topics Interview Questions
 Success is a journey and not a destination  Why SCM/Marketing?
 Little Bo Peep has lost her sheep and she doesn’t know  Walk me through your CV
where to find it.  How would you do a consumer study for a pen?
 2 is not equal to 3 even for large values of 2  Recent Advt. . . . of Asian Paints and any of its competitors
 The effectiveness of any organization is equal to the  What are the advantages of Disguise Surveys?
effectiveness of the lower levels  Advantages and Disadvantages of celebrity endorsements
 Choose a celebrity whom Asian paints should endorse for the
interior décor category?
 How you handled an incident where your team member did
PGP29 Interns something illegal?
 Apoorv Malhotra, +91-7753817876  Difference between sales and distribution of Asian Paints and
 Siddhant Jain, +91-9984942528 FMCG companies

Some Additional Information

 Per Capita Paint Consumption in India - Approximately 2.57 kg
per person; USA & New Zealand 25 kg;Western Europe and
Japan- 15 kg per person
 Industrial Coating through a 50:50 JV (APPG) with PPG Inc.
 More than twice the size of its nearest competitor
 Market leader in paints since 1968
 Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the
blue chips by Hindu Business Line