OVERVIEW

Founded by

- Champaklal H. Choksey
Chimanlal N. Choksey
Suryakant C. Dani
Arvind R. Vakil
Founded on - Feb 1, 1942
First Name - Asian Oil and Paints Company
Place
- Foras Road, Bombay
Type
- Public
Industry
- Chemicals
Headquarters - Mumbai, India
Area Served - Global
Key person - K.B.S. Anand (MD & CEO)
Employees - 4700
Stores
- 5200+

FACTS
Indias largest paint company.
Asias third largest paint company.
Ranked among top ten decorative paint companies in
the world.

HISTORY
Feb 1,1942 Founded by four friends as a partnership
firm to take up any other international paint companies
in India.
1945 Touches a turnover of Rs. 3,50,000.
1954 Asian paints mascot, Gattu, the mischeivous kid
was born.
1957-66 Family owned business makes a transition to
professionally managed organisation.
1967 Emerges as Indias leading paint company ahead
of all international competition.
And now 2013 Double the market share of any other
paint manufacturer in India.

VISION
Asian Paints aims to become one of the top
five decorative coatings companies worldwide by leveraging its expertise in the higher
growth emerging markets. Simultaneously, the
company intends to build long term value in
the industrial coatings business through
alliances with established global partners.

SUBSIDIARIES
1. APCO COATINGS
Became a part of Asian Paints Group in 1977.
Operates in Australia, Fiji Islands, New
Zealand, Samoa, Solomon Islands, Tonga and
Vanuatu.

2. BERGER INTERNATIONAL LTD.

Founded in 1760. Became a part of Asian
Paints Group in Nov 2002. Operates in Middle
East, Carribean and South east Asia.

Contd
3. SCIB PAINTS
Founded in 1979. became a part
of Asian Paints Group in Aug
2002. Operates in Egypt.

4. TAUBMANS PAINTS
Taubmans Paints Fiji, the fourth largest
paint company in Fiji, became a part of the
Asian Paints family in September 2003.

Contd
6. PPG ASIAN PAINTS
PPG ASIAN PAINTS, a joint venture between
Asian Paints (India) Limited and PPG Industries,
Inc. USA with 50:50 equity sharing was
established in March 1997

5. ASIAN PAINTS PPG

Asian Paints PPG (AP PPG), second 50:50

Joint venture with PPG Industries, Inc,
USA was formed in 2012. This JV caters to
Protective coatings, floor coatings, road
marking paints and powder coatings

LOGOS
UNTIL 2012

GATTU ASIAN PAINTS

MASCOT

NEW LOGO

AWARDS & RECOGNITIONS

Included in Forbes Asias Fab 50 list of
companies in Asia Paific in 2011 and 2012.
Forbes Global magazine USA ranked Asian
Paints among 200 Best Small Companies in
the World for 2002 and 2003 and presented
the Best under a Billion award (only paint
company in world to receive this recognition).

SWOT ANALYSIS
STRENGTHS

1. The largest paint company in India and third largest company in Asia
2. They have over 50% of market share and are clear leaders decorative paints and are
strong competitors to Kansai Nerolac to be leaders in Industrial paints and coatings.
3. They operate in 17 countries and have 24 manufacturing facilities providing service to 65
countries all over the world.
4. Asian paints has strong international presence with its four 4 subsidiaries; Berger
International Limited, Apco Coatings, SCIB Paints and Taubmans.
5. Most renowned brand in Indian Paint Industry & its strong customer focus and
innovative-spirit has made it market leader since 1968.
6. Superior technologies deployed to achieve maintain the competitive edge for eg. Supply
chain management system that integrates plants, regional distribution centers, outside
processing centers etc. hence they have strongest supply chain system with
7. They have maintained their brand name and increased awareness by unique ways of
advertising and roping in celebrities like Saif Ali Khan.
8. The company has strong financials.

Contd..
WEAKNESS
1.
2.
3.

Limited market share in industrial paints segment with Kansai Nerolac and
Akzonobel giving stiff competition.
High Employee Turnover
Weak R&D

OPPURTUNITIES
1. Big an international standard paint company it should look for more
opportunities abroad
2. There is a good scope for growth especially in industrial paints category
3. Needs to have more focus on Automobile industry in industrial paints segment
4. Competitors are going for Hi-tech process and Asian paints with good financial
and intellectual capital can go for hi-tech processes and technologies.

Contd
THREATS
1. Growth prone to slowdown effects
2. Stringent Government rules and regulations regarding the
quality of products and manufacturing facilities as
Environment policies are given more emphasis
3. Raw material scarcity and volatlility in prices.

COMPETITORS
1. Jenson & Nicolson India Limited.
2. Kansai Nerolac
3. Akzonobel
4. Sherwin-Williams Co.
5. Nippon Paints Co.
6. National Paints

MARKET SHARE

SUPPLY CHAIN MANAGEMENT

Asian Paints has harnessed the powers of state-of-the-art supply
chain system using cutting edge technology to integrate all its
plants, regional distribution centres, outside processing centres and
branches in India. All the company's paints plants in India, two
chemical plants, 18 processing centres, 350 raw material and
intermediate goods suppliers, 140 packing material vendors, 6
regional distribution centres, 72 depots are integrated.

CSR

Enviornment and Safety

Total Water Management
Tsunami relief
Care for aged healthcare and insurance
Development of primary schools
Received CII Award for Environment Conservation