1.

ASIAN PAINTS OVERVIEW

Asian Paints Limited(APL) is the market leader in the Indian paint industry, commanding
a market share of 38 per cent in decorative paints and 33 per cent overall in the organised
sector.

Its annual sales turnover exceeds Rs. 1,300 crore, way ahead of all the

competitors in the industry. In profits too, Asian Paints is far ahead. Asian paints market
leadership in the decorative paints segments can be grasped correctly when we take note
of the relative position of the various players in the industry. Whereas Asian Paints has a
market share of 38 per cent, its nearest rival, Goodlass Nerolac, commands a share of just
14 per cent. All others have only less than 10 per cent. Such an achievement by a
company that is wholly Indian in capital, management and technology and in an industry
historically dominated by multinationals is certainly a commendable feat

Some of the key initiatives undertaken are:

* Initiatives in manufacturing to reduce losses at factory
* Sourcing efficiencies
* Sweat existing assets for better productivity
* Introduction of new technology to drive efficiencies and increase productivity
* Implementation of a new supply chain solutiO

2. BaCkground
Asian Paints Limited was established in 1942 as a partnership firm by four friends
Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R.Vakil to
manufacture paints in a garage in Mumbai (Bombay). From its humble beginnings, the
company has moved on to become the largest paints company in India with a market
share of 30 per cent.The company with a turnover of US$ 535 million on standalone basis
and US$ 640 million on consolidated basis (including turnover of all its subsidiaries) is
one of the top ten decorative paints companies in the world. Its reach and dominance in
the Indian market can be gauged from the fact that it is more than twice the size of its
neares competitor in India and it has been the market leader in paints industry in India
since 1968.The company operates in 22 countries and has 29 paint manufacturing plants
in the world which service consumers in over 65 countries.The company operates around
the world on its own and also through its three subsidiaries Berger International
Limited,Apco Coatings and SCIB Chemicals.The company aims to become one of the
top five decorative paint companies in the world and has embarked on an aggressive
strategy of expanding its global operations. The promoters hold the majority stake in the
company (46.8 per cent of the equity stake).The next largest shareholders are the foreign
institutional investors (19.5 per cent stake), followed by Indian public (16.5 per cent
stake). Domestic banks, financial Institutions, mutual funds and insurance companies
hold 13.4 per cent stake. Corporate bodies and non-resident Indians hold the remaining
stake.
ASIAN PAINTS PRODUCTS
Asian Paints is engaged in manufacturing of paints. The company offers interior and
exterior wall paints, automotive paints, powder coatings, auto refinish paints, and wood
finishes. It operates in 22 countries and has 29 paint manufacturing facilities in the world
servicing consumers in over 65 countries. It is headquartered in Mumbai, India and
employs 3,924 people

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4)
5)

Interior Wall Paints

Exterior Wall Paints
Wood & Metal Paints
Wood Finishes
Ancilliaries

3. 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 .
4. MISSION
To provide paints as per market demand, ensuring desired level and quality of customer
(dealer) service, continued availability of the right product mix of right quality at the
right time.
CORE VALUES

Commitment and Integrity in dealing with internal and external customers

A strong belief in individual ability and creating an environment in which

entrepreneurial spirit is encouraged

Ownership and Responsibility

To continuously Rejuvenate every living and working space of people and bring
joy to their lives

CORE PURPOSE

To continuously rejuvenate every living and working space of people and

bring joy to their lives

5.Major corporate events miles stone

Year Events
1942 Chmpaklal H Choksey, Chimanlal N Choksi, Suryakant C Dani and Arvind
R Vakil establish a paint manufacturing unit in a garage on Foras Road,
Bombay. They name the company The Asian Oil & Paint Cmpany
1945 Asian Paints uses an innovative marketing strategy of using small packs
1957 The

family-owned

company

becomes

professionally

managed

organisation
1967 Asian Paints emerges as India's leading paint company
2002 Asian Paints restructures and adopts enterprise resource planning
technology
2005 Asian Paints becomes the tenth largest decorative paint company in the
world