Case Study On Asian Paints

Rishita Jain Rishita Jain
Feb 20, 2021 6 min read
Case Study On Asian Paints

Asian Paints is the leading paint company of India and primarily focuses on the manufacturing, selling, and distribution of paints, coatings, and other products related to home decor, bath fittings and more. Asian Paints is headquartered in Mumbai, Maharashtra.

It is the largest paints corporation in India and the third-largest in Asia. With a group turnover of INR 202.1 billion, Asian Paints operates in 15 countries while building shareholder equity and maintaining a reputation for professionalism and fast-track growth.

Asian Paints logo

History of Asian Paints

Asian Paints was started in 1942 by four entrepreneurs: Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C.Dani, and Arvind R. Vakil. Champaklal and others initially functioned out of a garage in Bombay that was rented at INR 75 per month. Asian Paints was known as β€˜The Asian Oil & Paint Company' in the beginning; the name was randomly picked up at that time from a telephone directory.

In 1945, the partnership firm turned itself into a private limited company following a turnover of INR 0.35 million that year.

During World War II and the Quit India Movement of 1942, there was a temporary ban on paint imports. As a result, companies such Shalimar Paints and Asian Paints took it up themselves to sustain the demand for paints. Asian Paints reported an annual turnover of INR 23 crores in 1952.

In 1957, Asian Paints achieved a breakthrough when its R&D department developed a process for producing international-quality phenolic and maleic acid resins in a simple coal-furnace through hand-stirring. In the same year, the company set up a plant at Bhandup, Mumbai to cater to the rising demand for paints in the urban areas.

By 1967, Asian Paints became the leading paints manufacturer in India.

Dropping The Mascot

In September 2012, Asian Paints unveiled a new brand identity and a logo made by Soha Ali Khan, dropping its iconic mascot Gattu in the process. Gattu, the impish boy, was made by famous Indian cartoonist R.K. Laxman in 1954. The new identity was conceived after the company conducted an extensive consumer survey in some major Indian cities.

Gattu, the former mascot of Asian Paints.

Vision And Goals Of Asian Paints

  • Asian Paints aims to be one of the top five companies in the decorative coatings industry (worldwide) by enlarging its expertise in the emerging markets.
  • The company is also working to assure environmental compliance and sustainability by focusing on waste minimization and water conservation at all of its plants across India.
  • Its mission is to provide paints as per market demand while ensuring the desired level and quality of customer satisfaction. Asian Paints emphasizes the continuous availability of the right product mix at the right time.
  • Simultaneously, the company intends to take over the industrial coatings business by forming alliances with established global partners.

Global Analysis Of Asian Paints

Asian Paints runs its business in 15 countries and has 26 paint-manufacturing facilities worldwide. Besides the brand 'Asian Paints', the group operates around the world through its subsidiaries: Asian Paints Berger, Apco Coatings, SCIB Paints, Taubmans, Causeway Paints, and Kadisco Asian Paints.

Asian Paints' global setup is as follows:

  • Asian Paints in South Asia (India, Bangladesh, Nepal, and Sri Lanka).
  • SCIB Paints in Egypt.
  • Berger in South East Asia (Singapore), Middle East (UAE, Bahrain, and Oman), and the Caribbean (Jamaica, Barbados, and Trinidad & Tobago).
  • Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands, and Vanuatu).
  • Taubmans in South Pacific (Fiji and Samoa).
Region Wise Asian Paints Sales Distribution.

Marketing Strategies Of Asian Paints

  • Unlike its competitors who concentrate only on the urban areas, Asian Paints embraces countrywide distribution through a widespread network of 13,000 dealers. The company maintains a large network of regional offices, company depots, and sales personnel to assist dealers across India.
  • Along with initiatives to build customer's trust, Asian Paints also focuses on its communication and brand strategy. In 2000, Asian Paints appointed the Bangalore-based "Momentum" as consultants for a new advertising strategy meant to foster an attractive public image.
  • Asian Paints reduced the cost of raw materials to bring down the price of its paints. It came up with another advertising strategy that created an emotional connect with the customers.
Indian paint market distribution.
  • Asian Paints is quite strong in production-marketing coordination. Its policy of offering tailor-made products to fulfill customer needs has resulted in an ever-increasing product range.
  • Corporate reputation has been a major plus point for Asian Paints. The image is that of a successful, well-managed, and trustworthy company. Asian Paints is the recipient of several accolades and awards.
  • Asian Paints placed a huge emphasis on technology and marketing in its initiatives. It implemented Enterprise Resource Planning (ERP) and Supply Chain Management (SCM) solutions for rationalizing processes.
  • By partnering with PPG INC, a leading manufacturer of automotive coatings, Asian Paints seeks to meet the ever-growing requirement of automotive coating, industrial powder, protective coating, industrial light coating, and industrial container coating in India.

The above mentioned steps resulted in a strong emotional connect between Asian Paints and its customers. The strategies lured in new customers while retaining the existing ones.


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Weaknesses Of Asian Paints

  • Asian Paints owns only 15% of the market share in the industrial paints segment. It lags behind Goodlass Nerolac which has a market share of 43%. Since the segment is pegged to grow massively in the future, a fallback in this category can be a disaster for Asian Paints.
  • Widening product mix puts a strain on production distribution, accounting, and administration. At the same time, the company's innovation strategy for new products is inadequate.

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Asian Paints' Campaigns

1) β€œDon’t lose your temper, use Tractor Distemper.” This slogan belonged to the very first campaign launched by Asian Paints. The campaign showed the popular mascot 'Gattu' with a paint bucket in his hand.

2) "Har Ghar Kuch Kehta Hai." This campaign established Asian Paints as a premium brand with an emotional touch. The idea behind the campaign was that each color had a story to tell. Asian Paints tried to encourage the initiative of painting one's home for festive occasions like Diwali, marriage, childbirth, etc.

3) β€œWhere The Heart Is.” This campaign proved to be a masterstroke strategy for Asian Paints. It featured celebrities such as Sushant Singh Rajput, Saurav Ganguly, Radhika Apte, Mandira Bedi, and others who described the significant role Asian Paints played in their lifestyle through color and home dΓ©cor.

The campaign featuring Sushant Singh Rajput

4) #PeopleAddColour. The recent campaign created a heart-warming depiction of paying guests not being inferior to one's family. It showed how rooms refurbished with Asian Paints decals brought paying guests closer to their landlords.

Conclusion

Asian Paints started a revolution in India through unique color shades, themes, and refreshing patterns. It brought 'home decor', often seen as a luxury, within the reach of the Indian middle-class population.

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