SALES MANAGEMENT

ASSIGNMENT

PHASE – 1
(SALES PITCH)

COMPANY – ASIAN PAINTS

DATE OF SUBMISSION – 29/08/23

Group 10:
HARSHAVARDHAN REDDY – (31-012)
R HARISH KUMAR – (31-101)
SYEDA FEROZE – (31-046)
MANTRI PAVAN – (31-025)
EXECUTIVE SUMMARY
Asian Paints Ltd (Asian Paints) offers painting and waterproofing services. Industrial and
decorative paints, including exteriors, interiors, enamels, and wood treatments, are part of the
company's product line. It also offers modular kitchens and closets under the Sleek brand, as
well as bathroom solutions under the Ess Ess beand.
In addition, the corporation has paint production plants in Gujarat, Andhra Pradesh, Uttar
Pradesh, Tamil Nadu, Maharashtra, Telangana, and Haryana. It sells these goods to OEMs in
the automotive, industrial, marine, and construction industries, among others. The
corporation and its subsidiaries are present throughout South Asia, South East Asia, the South
Pacific, the Middle East, and Africa. Asian Paints' headquarters are located in Mumbai,
Maharashtra, India.

COMPETITIVE ANALYSIS
Asian Paints is the market leader in decorative paints in India, with a market share of
more than 50%. However, in recent years, Asian Paints has faced intense competition
from other industry participants.

Establishment Year  1942

Headquarters  Mumbai,   Maharashtra

No. of Employees  7160

Revenue (2021)  US$2.9 billion

Net Income  US$420 million

Asian Paints has a market valuation of $32.40 billion because to its unique marketing
efforts and high-quality products. The firm has a strong footing in the worldwide
market and is expanding its footprint.

Aside from India, Asian Paint is present in 15 additional countries, including the
Indian subcontinent and the Middle East.

1. Berger Paints:
 Market Share: Around 12%
 Headquarters: Kolkata, West Bengal
 Presence: Russia, Nepal, Bangladesh, Poland
 Dealers: Over 25,000 dealers in India
 Strengths: Strong international presence, robust domestic distribution network,
effective marketing campaigns.
 Competition: Stiff competition with Asian Paints, holds a significant market share.

2. Kansai Nerolac Paints:

 Market Share: 7%
 Headquarters: Mumbai, Maharashtra
  Presence: Automotive, Industrial, Powder Coating
 Strengths: Diverse presence across industries, strong dealer network of 11,000.
 Differentiation: Focuses on industries like automotive, while Asian Paints is more
decorative-focused.

3. Indigo Paints:
 Revenue: Fifth largest paints company in India.
 Headquarters: Pune, Maharashtra
 Specialization: Decorative paints, distempers, wood coating, cement paints, and
putties.
 Recent Development: Raised ₹348 crores from IPO, secured investments from
reputed institutions.
 Brand Ambassador: Mahendra Singh Dhoni, enhancing brand visibility and
credibility.

4. Nippon Paint:
 Headquarters: Japan
 Presence: Global presence, subsidiaries in India, China, South Korea, etc.
 Market Position: Fourth-largest paint manufacturer globally in terms of revenue.
 Competition: Significant competitor for Asian Paints worldwide.

5. Akzo Nobel:
 Headquarters: Amsterdam, Netherlands
 Presence: Over 80 countries globally
 Key Products: Marine coatings, metal coatings, wood coating, powder coatings,
vehicle refinishes.
 Market Share: Around 6% in India as of 2020.
 Growth Potential: Continuously expanding sales indicate a growing challenge to
Asian Paints in India.

Asian Paints holds a significant market share in the decorative paints segment in India.
However, it faces strong competition from several players. Berger Paints stands as a primary
competitor with an extensive dealer network and international presence. Kansai Nerolac
Paints differentiates itself through industry-specific focus.
Indigo Paints, a relatively new entrant, gains traction with strategic partnerships and a diverse
product range. Nippon Paint's global presence and strong market position add to the
competitive landscape. Akzo Nobel, with a broad range of coatings, is challenging Asian
Paints' position. These competitors emphasize quality, innovation, and diverse services,
making the industry dynamic and customer centric.