Brief overview

of the Industrial floor coating market

and
strategies to penetrate

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 Market size India - 2020
Construction chemicals
• Total Market size is estimated to be approximately INR 10,000 Crores
• Poised to grow at 8%+ CAGR till 2025
• Major growth drivers include – Urbanisation, Green buildings,
Investments in infrastructure, Aspiring middle class & Higher adoption on
of Ready mix concrete
Market share by categories
• Concrete Admixtures (40%)
• Flooring and sealants (15%)
• Water proofing (19%)
• Repairs and strengthening (12%)
• Grouts, Ready made plasters & Tile adhesives (14%)

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 Floor Coating : India Business Potential
Floor Coating

• Total Market size is estimated to be approximately INR 1,500 Crores

• Poised to grow at 9%+ CAGR till 2025
• Major growth drivers include – Industrial growth, Urbanisation

Regional Business potential : India

Region Potential (%)

West 40%
North 30%
South 20%
East 10%

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 Floor Coating : Major players and market Share

Company Market share

Pidilite industries (including CIPY Polyeurathanes) 15%
SIKA (Including Apurva + MBCC) 12%
Flowcrete 3%
Others (Small players , Applicators turned manufacturers) 68%

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 Market Penetration Strategy 1 – Inorganic growth
Goal : Attain a 15% market share of Floor Coatings market by 2024
Strategy : Acquire a company available for Sale
Potential Target :
Clean Coats Pvt. Ltd. : G wing, Unit no 437, 4th floor, Kanakia Zillion, Lal Bahadur
Shastri Rd, Kurla West, Mumbai, 400070
- An ISO 9001:2008, ISO 14001:2004 certified organization manufacturing a range of
epoxy floorings, anti corrosion coatings, PU coatings & Construction Chemicals.
- Turnover : INR 40 Cr. To INR 50 Cr. (90% High Performance Protective Coating &
10% Floor coating)
- Healthy balance sheet
- Owner /Promotor willing to sell
- Valuation : Approximately INR 130 Crore
Benefits :
 Fast tracked growth
 Wide/Versatile product range
 Offers Scale able expansion in the floor coating space
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 Market Penetration Strategy 2 – Organic growth
Goal : Attain a 15% market share of Floor Coatings market by 2028

Target the Epoxy based floor coating business (70% of market)

Strategy 1 : Own set up (Land owned):

- Invest in plant + equipment / Machinery : INR 20 Crore
- Tie up with applicators

Strategy 2 : Tie up with Toll manufacturers (R&D, Procurement & QC

responsibilities)

Required : Techno-commercial business team (Common to both 1. & 2.)*

• Sales Manager - 1 no. / region
• Application Engineers : 2 nos. (Shared resources for all regions)
• Sales engineers : 4 nos.
*Team to begin in Western regional (highest market potential)

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