Asian

Paints
Har
Ghar
Kuch
Kehta
Hai !!!
GROUP
MEMBERS
• Asian Paints is India's largest paint company and
ranks among the top ten paints companies in the
world today, with a turnover of Rs 16.56 billion.
Forbes Global magazine USA ranked Asian Paints
among the 200 Best Small Companies in the World
for 2002. Asian Paints is one of the first companies
in India to extensively computerize its operations.
 GLORIOUS PAST

Started in 1942 by four entrepreneurs:

•
Champaklal choksey,
Chimanlal choksey,
Suryakant Dani and
Arvind Vakil as
“ASIAN OIL & PAINTS COMPANY.”
Started With a strategy “ Going to where Consumer is”.
•
In 1945, the firm was turned into a company.
•
In 1957, a plant was set up at Bhandup, Mumbai.
•
In 1973, AP became a public ltd company.
•
In 2002. AP was a market leader of Indian Decorative Paints with market share of 44%.
•
 ASIAN PAINTS TODAY

• one of the most admired companies in India.

• More than twice the size of its nearest competitor.
• 10th largest decorative paint company in the world.
• aims to become the 5th largest decorative paint company in
the world.
• Present in 22 countries with 27 manufacturing locations
• Planning to set up a plant in Rohtak .
MANUFACTURING UNITS

at Mumbai [Maharashtra]

at Ankleshwar [Gujarat]
at Patancheru [Andhra Pradesh]
at Kasna [Uttar Pradesh]
at Sriperambadur
Bhandup


Kasna
Organisation
al structure
 Mr. Ashwin
Choksi
Non-
Executive
Chairman
Mr. Ashwin
Dani
Non-Executive
Vice
Chairman

Mr. P M Murty
M D & CEO

Directors
 Directors

Mr. S Ramadorai
Additional
Director

Ms. Tarjani Vakil

Chairperson of
Audit Committe
INTERIOR WALL EXTERIOR WALL
FINISHES FINISHES

WOOD
FINISHES

WOOD & MATEL

PAINTS
Competit
ors
MARKETING
STRATEGY
 Promotion
• APIL Emulsion brand Royale
Competed with ICI Dulux Velvet touch
in Discounting the products(3-10 Rs
per litre on Emulsion Paints).
• APIL offered 1151 Different Shades.
• Advertising Budget Increased
Annually.
• Urban Customers-Light Colours
• Rural Customers- Dark Colurs
• Touch Screen Facilities in shops to
see the Colour Texture
 Marketing, Sales & Distribution

• Rural Marketing Initiatives since 1960.

• Advertising & Promotional Expenditure started in 1980s.
• Advertising Methods- Radio, Print, Internet,POP, Retail Outlets,Seminars, Workshops.
• Market leader -38% share in organized sector.
• Asian Paints bypassed the bulk buyer segment and went to individual consumers of
paints
• Widest product range -product shades, wide colours ,pack sizes
• 40 different decorative paints -1200 shades, 8 different sizes in packing,
• no. of brands -all segments.
• strong in inventory control (18 processing centres, 350 raw material and intermediate
goods suppliers, 140 packing material vendors, 6 regional distribution centres, 72 depots
are integrated)
Example of print ad
Example of promotional ads
Festive ads
 CORPORATE
SOCIAL
RESPONSIBILIT
Y
 Total water management

• Asian Paints has built a

Total Water
Management (TWM)
Centre, at its Bhandup
manufacturing facility,
which is the first of its
kind in the entire
country.
 Age care

• various health camps

for the aged has
started by asian paints
in Kasna, Patancheru
and Ahmedabad to
help the needy and
various camps on the
eye care, dental care.
 Driving blood donation

• it partnered the National

Blood Bank transfusion
service to facilitate a Blood
Collection Drive
 Environment safety

• Adopt the principle of green safety

• Bulk storage facility which reduces
wastage
• Use of natural gas
• Certified by ISO 14001
Improving infrastructure and
healthcare at local schools

• In Ankleshwar - Gujarat the company

support the "Shree Gattu Vidyalaya"
school by providing infrastructure
support
• presented the Pondur primary school
with desks, tables, and even school
bags for the students.
Innovative
ideas
• It should increase share from the industrial
paint segment.
• Should collaborate with leading
manufacturing companies.
• Should advertise in non festive days also.
• Should advertise for wood finish also.
• Rural markets have considerable potential.
Companies that can establish a dealer
network in these markets are likely to get
the edge in positing above par growth rates
over the next few years.
• Potential in overseas markets.
• Should advertise for waterproof paint during
Monsoon seasons.
THANKS…

• QUERIES…???