ASIAN PAINTS: GAINING

COMPETITIVE ADVANTAGE
THROUGH EMPLOYEE “ENGAGE-
MEANT”
Submitted by:
Section B - Group 5
H17071 -Ashutosh Panda
H17073 -A.S.V.S. Bhagirath
H17080 -Himanshi Gaba
H17083 -Jaishil
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H17103 -Sakshi Gupta
 SITUATION ANALYSIS
• Founded in 1942 by four friends, guided by philosophy that colours are a
pat of the subconscious mind of Indians
• Known for its strong consumer focus and innovative spirit
• “Signature Store” in Mumbai to make consumer aware about colours
• Market Leader in the Indian paint industry
Decorative
Segment
(70%)
Asian Paints
Industrial
Segment(30%
)
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 SITUATION ANALYSIS

• Employee satisfaction level was measured by Employee Satisfaction

Survey (ESS) technique.
• ESS created an “I versus you” dynamic- instead of closing the gap, it
has widened the gap between people.
• Decided to adopt Appreciative Enquiry (AI) based process – an
unconventional approach.
• AI engaged targeted at finding out what was worth retaining and build
upon those.

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 PROBLEM STATEMENT

• Employees expected better infrastructure at the warehouses

• Emotional connect of workplace has decreased drastically over the years
• Funds for group outings are not utilised
• Lack of clarity in terms of career trajectory
• lack of expectation , miscommunication between the superiors and subordinates
• Employees' question the credibility of assessment centre's evaluation
• Limitations on performance based pay due to forced ranking(bell-curve): Increase
number of people
• More opportunities to discuss the concerns and opinions with their senior management
• Employees don't feel valued and what value addition they are making to the organisation

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 SITUATION ANALYSIS

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 RECOMMENDATIONS

• Bringing the facilities at warehouses at par with the head offices.

• Increase the employee engagement time between the supervisors and their
subordinates.
• The earmarked funds for the group outings should be properly utilised.
• Clear communication of the next probable role in the hierarchy, and
competencies and proper coaching for their personal and professional growth.
• Convey and substantiate the transparency of the assessment centre.
• Performance based pay on absolute terms based on a predetermined threshold.
• Establishing relationships, touch points , expanding jobs vertically and opening
feedback channels.

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 Thank You

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