ASIAN PAINTS

PRESENTED BY: GOPAL RATHI

asian paints
 INDUSTRIAL MARKET IN INDIA

 As industrialization gathers pace in the country, industrial

coatings is expected to grow at a faster rate
 In India the industrial paint segment accounts for 30 percent of
the paint market
 It is still a fragmented market with number of small companies
who are regional/niche/product specific players
 Main segments are- powder coatings, protective coating ,
automotive and marine paints
 Nearly 2/3 of this market is dominated by automotive coatings
 New segments and applications for industrial coatings have
emerged in the recent past like road & flooring coating
 INDUSTRIAL MARKET(CONT.)

Grow at least at 15% per annum powered by the

projected high growth in the automotive segment.
industrial paint producers need to be competitive in
terms of technology and service.
The top four companies- Nerolac, Asian Paints, Berger
and ICI (India)
Nerolac is market leader with 43% of market share
while Asian paints has 14 % share
 Product differentiation is a key parameter for success
 suppliers have more control over the price
Asian Paints- Today
 INDUSTRIAL SEGMENT of Asian
paints
 Most of the business operated by Asian PPG Ltd. & Asian paints industrial coating ltd
 Company ranks first in automotive & road marking segment & second in protective
segment in domestic market
 Asian Paints is the second largest player in the industrial coatings segment

Main segments:
– Automotive Coatings
– Powder Coatings
– Protective Coatings
 AUTOMOTIVE COATING

 Strong JV (Asian-PPG Industries Ltd) with one of

the world’s largest auto OEM coatings companies (PPG)
• With its exclusive and OEM supply contracts with car
companies such as Hyundai, Ford and GM
 Kansai Nerolac — Leader in the automotive segment
 Sales for automotive JV (APPG) increased by 23% to Rs.
3447 million in 2007 -08
 AUTOMOTIVE COATING( CONT.)

Business line in automotive- OEM & Refinish

OEM
 Original Equipment (OE) broadly consists of two sections:
 Auto OE - (e.g.: Passenger car and MUV manufacturers)
 General Industrial - (e.g.: 2 wheelers, 3 wheelers, commercial vehicle auto
ancillary manufacturers etc)
 The Original Equipment (OE) division of AsianPPG has earned the distinction
of being the first Indian paint manufacturing company to be certified with TS
16949. The role of this certification is to fulfill the requirements of AsianPPG's
automotive customers through superior products and service

Refinish
Nexa Autocolor, Deltron, Delfleet, Bilux, and Aspa brands are the preferred
automotive refinish coatings in their respective categories. They are available in
a wide range of colours and in varying pack sizes to suit your style and budget.
 POWDER COATING

 Fastest growing segment in industrial coatings (~ 12%)

 High growth due to increase in sales of white goods and auto
ancillaries
 Acquired powder coatings business of Hawcoplast Chemicals, pioneer
in powder coatings in India, in Nov 2001
 Sales for powder coatings business (APICL) increased by 22.3 % to Rs.
477 million in 2007-08
 Brands in the powder coating segment include Apcoshield and
Hawcoplast
 Application segments- Electrical Equipments, Home Appliances
 The total capacity will be scaled up to 5,000 MT per annum
 PROTECTIVE COATING

 Protective Coatings from Asian paints offer a choice of high-

performance, heavy-duty coatings, designed to protect assets against
the specific corrosive environment they are exposed to
 there is a steady growth due to higher investments in Refinery Segment
and power sector, especially Thermal and Nuclear
 Today the range of coatings find use across diverse industries such as
nuclear, thermal or hydel power plants, chemical, petrochemical or
fertilizer plants, refineries, sugar, pulp and paper industry, offshore
structures, pharmaceuticals etc
 Asian Paints has a strong presence in this segment
 The company is now the second largest in protective coatings
 Products- acrylic coating finishers, glass flake coating, heat resistent
coating, conventional coating etc
 SWOT ANALYSIS
STRENGTHS
No. 1 in decorative segment & no.
WEAKNESSES
2 in industrial segment
Wide range of products with 8500 Low bargaining power with
colors the suppliers:
Wide distribution network i.e. 19000
dealers
Highest manufacturing capacity
 strong brand image

OPPORTUNITIES
High growth in both decorative &
industrial segment
Potential in overseas markets
THREATS
Growing industry & low
capital intensive nature will
attract more competition
 FUTURE STRATEGY

• To generate product awareness

• Give an incentive to influencer to push/suggest product
•To initiate trial for first time user
•To explore alliances with worldwide paint majors to tap vast potential of
the segment
• Leverage the recent acquisition to be a strong player in the industrial
coatings business
• To expand and become the leading player in international emerging
markets .
• Mass production and economies of scale should be used to reach
international price trend
•Care should be taken while purchase of raw material as price trend in oil
industry follows a cyclic order.
 Future of the Company
 Asian Paints is planning to increase the capacity by setting up a plant at Rohtak, Haryana.

 No other company is planning to increase its capacity in the near future, this will give Asian Paints
a competitive advantage in terms of pricing.

 GDP growth slowdown in the growth rate of two important activities i.e. repaint activity and
construction activity will have direct impact on the volume of APL, thus effecting its profitability
and margins.

 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.

 As setting up distribution infrastructure is expensive, it would mean that the competition is limited
to the top players.