REPORT ON ASIAN PAINTS

overview
The year began with sky-high expectations of economic recovery resulting from the
decisive political mandate but as the year progressed, it was increasingly evident
that the pace of recovery would be much more gradual. Many domestic growth
indicators improved during the year helped by the Governments intent to push
reforms and promote investments. The lower crude oil and commodity prices also
helped reigning in inflation and set the stage for easing of monetary policy. While
the headline indicators improved during the year, ground realities have been
challenging and growth slow to come by. The overall weak sentiments impacted the
demand conditions in the domestic market for decorative paints. Factors like a short
Diwali festival season, unseasonal rains and prolonged winter in Northern India
added to the pressures on the demand. However, despite the challenging
environment, the company did well to manage and grow its business in most parts
of the country. Though the growth was not as good as expected, the company
benefited from the benign raw material prices, especially brought about by the drop
in crude oil prices. The company launched a number of new and innovative products
which helped support the growth in these challenging times. At the same time, the
company continues to invest in capabilities to enhance customer experience and
fulfill customer expectations. Innovative services like Express Painting Service and
Ezycolour Consultancy at Home and enhanced customer reach-outs through the
Colour and Colour Ideas stores would go a long way in not only meeting these
expectations but also in comprehending changing aspirations ahead of competition.
MDA
OVERVIEW OF THE ECONOMIC
ENVIRONMENT
2014-15 has been a year marked by excitement and its share of challenges. The
decisive political mandate accorded in the general elections set the stage for
surging hopes for a rapid economic turnaround of the Indian economy. While many
macro-economic indicators have improved during the course of the year, the
journey to realize the growth potential of the economy is slow and challenging. On
the macro front, the biggest comfort came from the sharp drop in crude prices. For
a large net importer like India, the decline in crude prices has helped in controlling
the trade deficit and easing inflation. Headline inflation as measured by CPI has
eased by almost 360 bps to 5.9% in 2014-15. Even the trade deficit is largely
unchanged from 2013-14 despite weak export growth, helped by the soft
commodity prices, especially crude and contained gold demand. Improving macro
indicators and sentiment driven pick-up in reform momentum have resulted in
renewed portfolio investment interest in the economy. The consistent portfolio
inflows coupled with prudent management by the Central Bank has resulted in a

relatively stable exchange rate environment. The improving macro factors have
resulted in improvement in the overall growth with GDP growth in 2014-15
estimated at 7.4% against 6.9% in 2013-14. While the headline indicators point
towards steady improvement, the recovery on the ground has been rather slow.
Lower inflation has not resulted in significant improvement in demand conditions.
The demand conditions have been quite challenging across sectors as borne out by
the slow improvement in industrial production. Some of the other key underlying
drivers like credit growth and fixed capital formation also highlight a very sluggish
environment.

Environment
The overall weak demand environment in the economy was also reflected in the
decorative paints demand in the domestic market. Demand conditions have been
challenging across most of the markets more severely so in states of Punjab,
Delhi, Tamil Nadu and Kerala. A short Diwali festival season, unseasonal rains and
prolonged winter in Northern India have also added to the woes of the paint
industry. The Institutional sales business (referred to as the Project Sales business in
your Company) also faced a slowdown of demand.
Emulsions
At a product category level, the growth in interior emulsions continues to be led by
Tractor Emulsion with advertising and field initiatives focused on the proposition of
smart choice. The growth in top end Royale Emulsion has been on a lower side.
However, the top end variant Royale Aspira, which had a nationwide launch in the
previous year, has done well across markets. In the exterior emulsion category, the
top end brand Ultima continues to grow well.
Wood Finishes
In the wood finishes category, the high end finishes like Polyester and Polyurethane
(PU) launched in collaboration with Renner Italia of Italy have performed well across
markets. Aquadur, waterbased PU, has been well accepted in the market. The
Company has extended the concept of inspiration dcor even in the wood finishes
category by launching full range of clear and opaque colours across different
products and exclusive special effects in wood and glass coatings.
Wall Coverings
Brand asianpaints stands for inspiring dcor and partnering with consumers in
creating their beautiful homes. In order to provide cutting edge inspirational dcor
to consumers, your Company launched a full range of Wall Coverings under the
brand Nilaya by Royale Play.

Paint Application Tools

Your Company had launched a range of paint application tools in collaboration with
Harris Brushes of UK in 2012-13. In 2014-15, the tools and implements portfolio was
strengthened by launch of new products. Sustained field marketing effort has
resulted in the wide acceptance and good growth in this segment.

New Products
Your Company has launched several new products during the year 2014-15. Notable
amongst them are Royale Water Based Enamel, Royale Matt, 2X Primer cum putty,
Primero primer-cum-sealer, Asian Filling Putty and Apex Matt.
Manufacturing
Your Company has been continuously investing in expanding its manufacturing
footprint to serve customer demand. In its second year of operations, the Khandala
plant in Maharashtra significantly ramped up production. This Colour consultation
customers at Ezycolour Store, Kolkata Customers benefitted across Colour Ideas
Stores significant ramp up and maximization of output from Rohtak plant in Haryana
has allowed your Company to meet the shortfall in production from the
Sriperumbudur plant in Tamil Nadu, which continues to struggle with a challenged
industrial relations scenario.
INTERNATIONAL OPERATIONS
The overall business conditions for your Companys International operations were
challenging with many key markets feeling the impact of subdued growth. The
political turmoil in Egypt, your Companys largest overseas subsidiary, stabilized
during the year after three years of instability. However, the depreciation of the
Egyptian Pound in excess of 8% and shortage of dollars affected operations. The
decline in crude prices in the second half of the year impacted economic growth in
units in Oman, Bahrain and Trinidad. The Bangladesh unit witnessed political unrest
beginning January 2015 after being fairly stable for the first three quarters of the
year. After enjoying a fairly stable political environment and economy for most part
of the year, the Nepal unit witnessed disturbances arising out of a political deadlock
in promulgation of the new constitution starting January 2015. The devastation
brought out by the recent earthquake in Nepal would have an impact on your
Companys operations in Nepal and would require sustained efforts to pull through.
The business sentiments in the Caribbean region were subdued due to the impact of
widespread chikungunya disease and also on account of drought in Jamaica.
HOME IMPROVEMENT BUSINESS

Your Companys vision is to move from being only a paints company to being a
provider of complete dcor solutions to help customers create their dream homes.
Your Company embarked on this journey in 2013-14 with the acquisition of 51%
stake in the Sleek group which caters to the organized modern kitchen space. Your
Company is taking several initiatives to streamline the acquired businesses, bring in
operational efficiencies and improve the scale of business.

Kitchen Business
Bath Business
Branding in Home Improvement
NOTE 1 : Significant Accounting Policies
1.1. Basis of preparation of financial statements
(a) Basis of Accounting:
The financial statements have been prepared and presented under the
historical cost convention, on the accrual basis of accounting in accordance
with the accounting principles generally accepted in India (Indian GAAP) and
comply with the Accounting standards prescribed in the Companies
(Accounting Standards) Rules, 2006 which continue to apply under
Section 133 of the Companies Act, 2013, (the Act) read with Rule 7 of the
Companies (Accounts) Rules, 2014 and other relevant provisions of the
Companies Act, 1956, to the extent applicable.
(b) Use of Estimates:
The preparation of financial statements in conformity with Indian GAAP
requires management to make estimates and assumptions that affect the
reported amounts of assets and liabilities and the disclosures of contingent
liabilities on the date of financial statements and reported amounts of income
and expenses during the period.
(c) Current/Non Current Classification:
Any asset or liability is classified as current if it satisfies any of the following
conditions:
i. it is expected to be realized or settled or is intended for sale or
consumption in the Companys normal operating cycle;
ii. it is expected to be realized or settled within twelve months from the
reporting date;
iii. in the case of an asset,
it is held primarily for the purpose of being traded; or
it is cash or cash equivalent unless it is restricted from being exchanged or
used to settle a liability for at least twelve months after the reporting date;
iv. in the case of a liability, the Company does not have an unconditional right
to defer settlement of the liability for at least twelve months from the
reporting date.
All other assets and liabilities are classified as non-current. For the purpose of
current/non-current classification of assets and liabilities, the Company has

ascertained its normal operating cycle as twelve months. This is based on the
nature of services and the time between the acquisition of assets or
inventories for processing and their realization in cash and cash equivalents.
1.2. Tangible and Intangible Assets
(a) Tangible Fixed Assets
Tangible fixed assets are carried at the cost of acquisition or construction,
less accumulated depreciation/ accumulated impairment. The cost of fixed
assets comprises of its purchase price, including import duties and other nonrefundable taxes or levies and any directly attributable cost of bringing the
asset to its working condition for its intended use. Expenses directly
attributable to new manufacturing facility during its construction period are
capitalized. Know-how related to plans, designs and drawings of buildings or
plant and machinery is capitalized under relevant tangible asset heads. Profit
or Loss on disposal of tangible assets is recognised in the Statement of Profit
and Loss.Tangible Fixed assets held for disposal are stated at the lower of
their net book value and net realisable value and are disclosed separately
under Other Current Assets. Any expected loss is recognized immediately in
the Statement of Profit and Loss.
(b) Intangible Assets
Intangible assets acquired separately are measured on initial recognition at
cost. Intangible assets arising on acquisition of business are measured at fair
value as at date of acquisition. Following initial recognition, intangible assets
are carried at cost less accumulated amortization and accumulated
impairment loss, if any. Profit or Loss on disposal of intangible assets is
recognised in the Statement of Profit and Loss.
(c) Capital Work in Progress & Capital Advances
Cost of Assets not ready for intended use, as on the balance sheet date, is
shown as capital work in progress. Advances given towards acquisition of
fixed assets outstanding at each balance sheet date are disclosed as Long
Term Loans & Advances.
(d) Depreciation and Amortisation
Depreciation on tangible fixed assets is provided using the Straight Line
Method based on the useful life of the assets as estimated by the
management and is charged to the Statement of Profit and Loss as per the
requirement of Schedule II of the Companies Act, 2013. The estimate of the
useful life of the assets has been assessed based on technical advice which
considered the nature of the asset, the usage of the asset, expected physical
wear and tear, the operating
conditions of the asset, anticipated technological changes, manufacturers
warranties and maintenance support, etc. The estimated useful life of
Tangible Fixed Assets is
mentioned below:
Factory Buildings 30 Years
Buildings (other than factory buildings) 60 Years
Plant and Equipment (including continuous process plants) 10-20 Years
Furniture and Fixtures 8 Years

Office Equipment and Vehicles 5 Years

Information Technology Hardware 4 Years
Scientific research equipment 8 Years
Depreciation on tinting systems leased to dealers, is provided under Straight
Line Method over the estimated useful life of nine years as per technical
evaluation. Leasehold land and Leasehold improvements are amortized over
the primary period of lease. Intangible Assets are amortised on a Straight
Line basis over the estimated useful economic life. Purchase cost, user
license fees and consultancy fees for major software are amortized over a
period of four years. Acquired Trademark is amortised over a period of five
years. Acquired Goodwill is amortised over a
period of ten years. Estimated useful life of each acquired Brand is assessed
separately for the purpose of amortisation. Brand acquired pursuant to
acquisition of bath fittings
business is amortised over a period of two years.
(e) Impairment
At Balance Sheet date, an assessment is done to determine whether there is
any indication of
impairment in the carrying amount of the Companys assets. If any such
indication exists, the assets recoverable amount is estimated. An impairment
loss is recognised whenever the carrying amount of an asset exceeds its
recoverable amount. An assessment is also done at each Balance Sheet date
whether there is any indication that an impairment loss recognised for an
asset in prior accounting periods may no longer exist or may have decreased.
After recognition of impairment loss or reversal of impairment loss as
applicable, the depreciation charge for the fixed asset is adjusted in future
periods to allocate the assets revised carrying amount, less its residual value
(if any), on straight line basis over its remaining useful life.
1.3. Revenue Recognition
Revenue from sale of goods is recognised on transfer of all significant risks
and rewards of ownership to the buyer. The amount recognised as sale is
exclusive of sales tax/VAT and is net of returns and discounts. Sales are
stated gross of excise duty as well as net of excise duty (on goods
manufactured and outsourced), excise duty being the amount included in the
amount of gross turnover. The excise duty related to the difference between
the closing stock and opening stock is recognised separately as part of
changes in inventories of finished goods, work-in-progress and stock-in-trade.
Revenue from service is recognized as per the completed service contract
method. Processing income is recognized on accrual basis as per the
contractual arrangements. Dividend income is recognised when the right to
receive payment is established.
Interest income is recognised on the time proportion basis.
1.5. Inventory
(a) Raw materials, work-in-progress, finished goods, packing materials,
stores, spares, components, consumables and stock-in-trade are carried at
the lower of cost and net realisable value. The comparison of cost and net

realisable value is made on an item-by item basis. damaged, unserviceable

and inert stocks are valued at net realizable value.
(b) In determining the cost of raw materials, packing materials, stock-intrade, stores, spares, components and consumables, weighted average cost
method is used. Cost of inventory comprises all costs of purchase, duties,
taxes (other than those subsequently recoverable from tax authorities) and
all other costs incurred in bringing the inventory to their present
location and condition.
(c) Cost of finished goods and work-in-progress includes the cost of raw
materials, packing materials, an appropriate share of fixed and variable
production overheads, excise duty as applicable and other costs incurred in
bringing the inventories to their present location and condition. Fixed
production overheads are allocated on the basis of normal capacity of
production facilities.
1.6. Investments
Investments are classified into current and long-term investments.
Investments that are readily realizable and intended to be held for not more
than a year from the date of acquisition are classified as current investments.
All other investments are classified as long-term investments.
However, that part of long term investments which are expected to be
realized within twelve months from Balance Sheet date is also presented
under Current Investments under Current portion of long term
investments in consonance with the current / non-current classification of
Schedule III of the Act. Current investments are stated at the lower of cost
and fair value. The comparison of cost and fair value is done separately in
respect of each category of investments.
Long-term investments are stated at cost. A provision for diminution in the
value of long-term investments is made only if such a decline is other than
temporary in the opinion of the management. Reversal of such provision for
diminution is made when there is a rise in the value of longterm investments,
or if the reasons for the decline no longer exist.
On disposal of an investment, the difference between its carrying amount and
net disposal proceeds is recognized in the Statement of Profit and Loss.
1.10. Research and Development
Research and Development expenditure of a revenue nature is expensed out
under the respective heads of account in the year in which it is incurred.
Fixed assets utilized for research and development are capitalized and
depreciated in accordance with the policies stated for Tangible Fixed Assets
and Intangible Assets.
1.15. Borrowing Cost
Borrowing cost includes interest, amortization of ancillary costs incurred in
connection with the arrangement of borrowings and exchange differences
arising from foreign currency borrowings to the extent they are regarded as
an adjustment to the interest cost. Borrowing costs, if any, directly
attributable to the acquisition, construction or production of an asset that

necessarily takes a substantial period of time to get ready for its intended use
or sale are capitalized. All other borrowing costs are expensed in the period
they occur.
Independent Auditors Report
To the Members of Asian Paints Limited
Report on the Consolidated Financial Statements
We have audited the accompanying consolidated financial statements of
Asian Paints Limited (hereinafter referred to as the Holding Company), its
subsidiaries (the Holding Company and
its subsidiaries together referred to as the Group) and jointly controlled
companies, comprising the Consolidated Balance Sheet as at 31st March,
2015, the Consolidated Statement of Profit and Loss, Consolidated Cash Flows
Statement for the year then ended, and a summary of significant accounting
policies and other explanatory information (hereinafter referred to as the
consolidated financial statements).
Opinion
In our opinion and to the best of our information and according to the
explanations given to us and based on the consideration of reports of other
auditors on separate financial statements of the subsidiaries and jointly
controlled companies, the aforesaid consolidated financial statements give
the information required by the Act in the manner so required and give a true
and fair view in conformity with the accounting principles generally accepted
in India:
i)
in the case of Consolidated Balance Sheet, of the consolidated state of
affairs of the Group and its jointly controlled companies as at 31st
March, 2015;
ii)
in the case of the Consolidated Statement of Profit and Loss, of the
consolidated profits for the year ended on that date; and
iii)
in the case of the Consolidated Cash Flow Statement, of the
consolidated cash flows for the year ended on that date

SWOT
STRENGTH
1. Indian biggest brand with widest reach
2. Caters to all segments.
3. Innovative advertising on multiple platforms and field initiatives which gave them
substantial growth in Emulsions.
4. Q3 profits have increased by 25.83% indicating a positive sign for the company.
5. Has more than 50% market share in India. Leader in their category.

6. High customer recall.

7. Market Share - Decorative 80%, Medium Range (MIG) 60%, premium range
25%, automotive 65%.
8. Has been profitable since the last 25 years and profits have been increasing YoY.
WEAKNESS
1
2
3
4

Very less efficiency in its operations.

Piling up of inventory.
Limited market share in industrial paints segment with Kansai Nerolac and
Akzonobel giving stiff competition.
In decorative paints Industry Customer tastes and perceptions change very
fast and products may become obsolete with change in trends, hence
production planning and inventory problem.
International presence is very limited

Opportunities
1. Has great scope for international market.
2. Can expand manufacturing units and exports abroad.
3. Can tap into rural markets.
4. Prospects from Smart cities.
5. Market for paint consumption has been growing at a rate of 10.5% CAGR > GDP.
6. Have started a new product line in bathroom fittings.
Threats
1. Lack of demand in overall decorative India business.
2. Threat from Berger paints.
3. Competition from units in the unorganized paint industry

RECOMMENDATIONS

We should consider Asian paints as a prospective investment company as its

share price in the coming year is expected to rise above Rs. 900 which
presently is Rs. 877.
Also it is a market leader and has good financials and has no competitor in
the vicinity to even match its share and its reach in the Indian market.

o
o

Not only that it is widely expanding across various dimensions which can be
considered as a diversification policy.
Also it is expanding in other avenues like decors which is a good and positive
indicator.
It also has a great prospect and potentisl in international market and it is
capitalizing on it.
The financial reports follow indian GAAP which is widely acceptable and is
reliable.
Has been profitable since the last 25 years and profits have been increasing
YoY and has one of the best records in NIFTY.
Substantial amount of Market cap 83,416 cr; way ahead of its immediate
competitor Berger 17,180 cr; Nerolac 14,000 cr.
We rank AP as No. 1 for investment
The stock will rise more than Rs. 1000 within 1 year as per experts
The company is fundamentally very strong.

Recent Acquisitions

Acquired Sleek in home dcor segment.

Acquired front end sales business of Ess Ess - a quality player in the bath
fittings segment.

NOTE AP REFERS TO Asian Paints