AD-Times

2021-22
Company Name:
ASIAN PAINTS
Chemical Industry – Bird’s Eye View
• Indian Paints Market is expected to reach around the value of INR 70,000 Crore by 2021-22
• The painting industry is fragmented with few players having a significant share
• Decorative Paints are the largest market segment followed by industrial paints and coatings

• https://ezproxy.svkm.ac.in:2307/statistics/914573/india-paints-industry-market-share-by-company/
• https://www.business-standard.com/article/news-ani/indian-paint-industry
 Asian Paints – Introduction
• Started in 1942 by four friends to take on the biggest
• Founded – 1942 and most famous paint companies in India
• Revenue – INR 18,211.5 Crore
• Presence – 26 Manufacturing facilities around • Today, Asian Paints is the Largest Paint Company in
the world and Services in 60 countries India, 3rd Largest in Asia, and 9th Largest in the world
• Workforce – 10000+
• In India, the company has a strong distribution
network with more than 70,000 dealers
• Decorative Paints and Industrial Coatings are the
major revenue generators for Asian Paints
• Asian Paints’ “Where the heart is” campaign featured
different celebrities like Saurav Ganguly, Radhika
Apte, Sushant Singh Rajput which garnered millions
of views on YouTube

• https://www.asianpaints.com/content/dam/asianpaints/AnnualreportFY2021/2020-2021
ASIAN PAINTS – SWOT Analysis
WEAKNESS THREAT

• Low market share in • Slump in consumption

industrial paints due to COVID
• Highly dependent on • Dependency on China
the Indian market for Raw Materials
• Stagnant cash • Sluggish real estate
generation (1% y-o-y) and construction
industry

STRENGTH OPPORTUNITY
• Market leader in decorative • Gain market share in
paints segment in India industrial paints
• Strong financials segment
• Application of innovative • Tapping international
technology in operations markets by M&A
like supply chain, demand
forecast logistics etc.

http://www.businessworld.in/article/How-Can-Indian-Paint-Industry-Stop-Relying-On-Impor
ts-Of-Raw-Materials-From-China/29-05-2020-193602/
https://www.asianpaints.com/content/dam/asianpaints/AnnualreportFY2021/2020-20
21
https://www.european-coatings.com/Markets-companies/Coatings-market/Asian-paint-co
mpanies-continue-to-be-aggressive-in-pursuing-assets-in-Europe
 Asian Paints – Marketing Mix
• In addition to these products, the company also provides services like Home Painting, Interior Designing, Color
Consultancy, etc.
• Premium outlets like Asian Paints Homes and Services like Beautiful Homes are available in select cities like
Mumbai, Delhi, Hyderabad, etc.

Product Price
• Interior and Exterior Decorative • The company offers
Paints products in different
• Metal Finished (Enamels) variants and prices

P
• Wood Finished • Company provides price
• Sanitizers and Disinfectants and budget calculator on
website
• Industrial Coatings
• Kitchens and Wardrobes P P Promotion
• Bath Fittings and Sanitaryware
• Brand Ambassadors:
• Home furnishings, under the brand P Deepika Padukone
Nilaya.
Ranbir Kapoor
Place • Strong Online Promotion especially
• Retail Outlets on YouTube
• Ecommerce stores

https://www.business-standard.com/article/news-cm/asian-paints-launches-viroprotek-range-of-hand-and-surfa
ce-sanitizers-120050100327_1.html
https://www.freepressjournal.in/business/asian-paints-forays-into-the-world-of-furnishing
 Asian Paints - BCG Matrix
MARKET SHARE
High Low
Waterproofing, adhesives, upgradation
STARS QUESTION MARKS emulsion, construction chemical. Witnessed
strong growth despite a tough environment
MARKET GROWTH RATE
High

Bath Fittings (Ess Ess), Sanitary Ware,

Modular Kitchen (Sleek Industry Pvt. Ltd).
Witnessed decent growth rate in an uncertain
scenario. Positive scope for parent industry

Decorative Painting Products: Asian Paints

Royale series, Apex Ultima Series, Tractor
Emulsion. Despite high market share, these
Low

segments have witnessed decent growth.

Automotive industrial coatings, industrial

coatings. Low market share and uncertain
CASH COWS DOGS economic scenario pulling this segment down

https://www.asianpaints.com/content/dam/asianpaints/AnnualreportFY2021/2020-2021
Asian Paints Brand Communication

• Asian Paints aspires to be the most inspirational and exciting home décor brand.
• The extremely popular campaign “Har Ghar Kuch Kehta Hai” conceptualized by Ogilvy India in 2007 emphasizes the
importance of every customer to Asian Paints
• The company has revived the nostalgic campaign during the lockdown time to communicate the importance of staying
homes in the tough times
• The company is actively using social media platforms like YouTube, Instagram, etc. with campaigns like “where the
heart is,” “#DonateAWall”
• In addition to Ranbir Kapoor and Deepika Padukone as brand ambassadors, other celebrities like Boman Irani,
Radhika Apte, Saurav Ganguly are associated in the “where the heart is” campaign

https://brandequity.economictimes.indiatimes.com/news/advertising/be-exclusive-deepika-padukone-brings-out-the-royal-hues-with-asi
an-paints/85061656
https://brandequity.economictimes.indiatimes.com/news/marketing/can-asian-paints-become-a-brand-for-the-entire-home/61022525
https://www.livemint.com/industry/advertising/asian-paints-brings-back-har-ghar-chup-chap-se-ad-to-encourage-staying-at-home-1158
5978664807.html
https://www.financialexpress.com/brandwagon/asian-paints-revives-har-ghar-kucch-kehta-hai-campaign-to-raise-awareness/1916297/
https://brandequity.economictimes.indiatimes.com/news/advertising/asian-paints-new-ad-campaign-shows-you-where-the-heart-is-of-y
our-favorite-celebrities/58308648
 News and Brand Equity
• Asian Paints launches Lighting Products and Furniture Furnishings in 10 cities where Asian Paints
Home Stores and 9 cities where Beautiful Homes service is available
• The company ventured into the sanitizers market intending to aid the government in fighting COVID 19
• Asian Paints is the 9th Largest Paint Company in the world with manufacturing operations in
Bangladesh, Indonesia, Oman, Bahrain, UAE, Egypt, Ethiopia, Fiji, Solomon Islands, etc.
• Included in 2019 Forbes List of “World’s Best Regarded Companies” twice consecutively
• Among “Most Trusted Brands” in Household Category by Brand Equity
• The sales presence of the country is present in over 60 countries globally
• Decorative Paints is the largest segment of Asian Paints contributing 83.9% of revenue, followed by
Industrial Paints and Home Improvement Business accounting to 2.3% and 2.3% respectively
• The international operations account to 11.5% of the company’s revenues
• The company is expanding international capacities by the expansion of plant in Indonesia, second
plant in Bangladesh, and has a blueprint for future expansion in Nepal.

https://www.beautifulhomes.com/interior-design-services.html
https://www.theweek.in/wire-updates/business/2020/09/23/pwr4-asian-paints.html
https://www.newindianexpress.com/business/2020/may/01/asian-paints-forays-into-hand-surface-sanitizer-segment-2137886.html
https://www.asianpaints.com/content/dam/asianpaints/AnnualreportFY2021/2020-2021
https://timesofindia.indiatimes.com/business/india-business/infosys-tcs-hdfc-among-17-indian-firms-in-forbes-best-regarded-companies-list/art
icleshow/71275057.cms
Good Luck