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INDEX
1. ASIAN PAINTS OVERVIEW........................................ 2
2. BACKGROUND
.............................................3
3. VISION
..............................................4
4. MISSION
...............................................4
5. MAJOR CORPORATE EVENTS..................................... 5
6. COMPETETIVE ADVANTAGE PROFILE.......................... 7
7. CORPORATE FACTORS............................................... 9
8. STRATEGIC MANTRAS OF ASIAN PAINTS LTD.............. 10
9. SWOT ANALYSIS

......................................................12
10.MARKET SEGMENTATION............................................ 13
11.ANSOFF MATRIX

...........................................15
12.FUTURE PLANS

............................................16 13. ANALYSIS

& SUGGESTIONS..........................................17 14.CONCLUSION
................................................19
ASIAN PAINTS
Page 2

LEARNING OBJECTIVE
ASIAN PAINTS
Page 2

✔ The learning objective for the industry analysis is to determine the

opportunities and threats that exist for firms within a competitive
environment.
✔ The learning objective for the firm analysis is to determine the strengths
and weaknesses of a firm and to determine the core competence that can
be built on to establish a competitive advantage.
✔ The final step is to develop a sound business plan to ensure the survival
of their chosen firm within its competitive environment.
STRATEGIC MANTRAS OF ASIAN PAINTS LIMITED -

Audacious in vision.
Focus on what know best.
Trim flab to achieve operational excellence.
Good governance made the business sense
Forge stronger partnerships with supplier base.
Pursue quality with zeal.
Innovate to create value for customers.
Good in distribution.

1. ASIAN PAINTS OVERVIEW

Asian Paints Limited(APL) is the market leader in the Indian paint industry,
commanding a market share of 38 per cent in decorative paints and 33 per cent
overall in the organised sector. Its annual sales turnover exceeds Rs. 1,300 crore, way
ahead of all the competitors in the industry. In profits too, Asian Paints is far ahead.
Asian paints market leadership in the decorative paints segments can be grasped
correctly when we take note of the relative position of the various players in the
industry. Whereas Asian Paints has a market share of 38 per cent, its nearest rival,
Goodlass Nerolac, commands a share of just 14 per

ASIAN PAINTS
Page 1
cent. All others have only less than 10 per cent. Such an achievement by a company
that is wholly Indian in capital, management and technology and in an industry
historically dominated by multinationals is certainly a commendable feat

Some of the key initiatives undertaken are:

* Initiatives in manufacturing to reduce losses at factory

* Sourcing efficiencies

* Sweat existing assets for better productivity

* Introduction of new technology to drive efficiencies and increase productivity

* Implementation of a new supply chain solution

* Implementation of an ERP solution

2. Background

Asian Paints Limited was established in 1942 as a partnership firm by four friends
Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind
R.Vakil to manufacture paints in a garage in Mumbai (Bombay). From its humble
beginnings, the company has moved on to become the largest paints company in India
with a market share of 30 per cent.The company with a turnover of US$ 535 million
on standalone basis and US$ 640 million on consolidated basis (including turnover of
all its subsidiaries) is one of the top

ASIAN PAINTS
Page 2

ten decorative paints companies in the world. Its reach and dominance in the
Indian market can be gauged from the fact that it is more than twice the size of its
neares competitor in India and it has been the market leader in paints industry in India
since 1968.The company operates in 22 countries and has 29 paint manufacturing
plants in the world which service consumers in over 65 countries.The company
operates around the world on its own and also through its three subsidiaries Berger
International Limited,Apco Coatings and SCIB Chemicals.The company aims to
become one of the top five decorative paint companies in the world and has embarked
on an aggressive strategy of expanding its global operations. The promoters hold the
majority stake in the company (46.8 per cent of the equity stake).The next largest
shareholders are the foreign institutional investors (19.5 per cent stake), followed by
Indian public (16.5 per cent stake). Domestic banks, financial Institutions, mutual
funds and insurance companies hold 13.4 per cent stake. Corporate bodies and non-
resident Indians hold the remaining stake.

ASIAN PAINTS PRODUCTS

Asian Paints is engaged in manufacturing of paints. The company offers interior and
exterior wall paints, automotive paints, powder coatings, auto refinish paints, and
wood finishes. It operates in 22 countries and has 29 paint manufacturing facilities in
the world servicing consumers in over 65 countries. It is headquartered in Mumbai,
India and employs 3,924 people

1) Interior Wall Paints

2) Exterior Wall Paints
3) Wood & Metal Paints

4) Wood Finishes
5) Ancilliaries
1.
VISION
“
Asian Paints aims to become one of the top five Decorative coatings companies
world-wide by leveraging its expertise in the higher growth emerging markets.
Simultaneously, the company intends to build long term

ASIAN PAINTS
Page 2

Asian Paints
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