© Team Disha
Asian Paints
http://www.asianpaints.com/
About the Company
 India's largest paint company;Asia’s third largest
and ranked 13th among paint companies in the world.
 Market Share: 52-53%
 Ranked among the Forbes- Asia’s Fab 50 list in
2011,2012 and 2013
 Turnover of INR 127.15 billion
 Along with its subsidiaries has operations in 17
countries across the world and services customers in
65 countries
 MD & CEO: Mr K B S Anand
 Chairman – Ashwin Choksi
Vision: To become one of top 5 Decorative coatings
companies world-wide 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
Profiles / Departments
Previous Projects: Sales and Marketing
1. Develop a strategy for driving growth in Apex
Ultima in NCR region
2. Market Sizing and Customer Value Proposition
Assessment of The Automotive Refinish Paint
Market in Bangladesh
3. To understand the potential for ‘self-use samplers’
and chalk out a marketing plan for them
4. Unearthing the economy paint segment in Kolkata
Previous projects: Supply Chain
1. Import Raw Materials Deployment Strategy, Risk
Assessment of purchase processes and 100 %
compliance of PR to PO
2. JDA Supply Chain Planning, Modelling for
Improved Business Scenario Management
Products / Services
Ancillaries: Decoprime Wall Primer, Acrylic Wall
Putty, Wood Primer
Automotive: Nexa AutoColor, Deltron
DecorativePaints: Apex Ultima, Tractor Acrylic
Distemper, Utsav AcrylicDistemper, Royale Play,
Royale Play Dune, Royale Play Metallics, Enamels
Industrial: Protective coatings, floor coatings, road
markings
IIM Lucknow
Financial information – FY13 (Source: Capitaline)
Mkt Cap: 52,559 INR Crores
Sales Turnover: Rs. 10419 crore
Consolidated net profit: Up by 23.1%
Industry and Competition
Industry: Paints/Varnishes
The paint industry is divided into two segments – Decorative and
Industrial paints.
Decorative paints account for over 75% of the overall paint
market in India and include wall finishes for interior and exterior
use, enamels, wood finishes and ancillary products such as primers,
putties, etc. The retail demand was affected by an overall sluggish
economy, excessive rainfall in parts of Southern India and
slowdown in construction in some states.
Decorative paint market is further segmented into sub-segments,
such as emulsions, enamel paints, distemper and cement paints.
Against the backdrop of contraction in the industrial sector marred
by slowdown in infrastructure investment and tight liquidity, the
demand for industrial coatings continued to remain weak through
the year leading to contraction in revenues generated by Asian
Paints PPG Private Limited (AP-PPG).Inspite of the challenging
business environment, AP-PPG’s strategy to focus on the high-end
Protective Coatings and Powder Coatings business helped in a
substantial improvement in the product mix and margins.
The industrial paint market covers sub-segments such as
automotive coating, high performance coating, powder coating and
coil coating.
Demand drivers: Presently, the growth of the Indian paint industry
is being witnessed from new demand pockets, especially in Tier-II
and Tier-III cities, thus, signalling the growing acceptance of
quality products among the masses. The growing popularity of
quality paints and increasing income levels of people residing in
Tier-II and Tier-III cities have pushed the growth in premium paint
market of Indian decorative paint industry.
Challenges: the industry is highly raw material-intensive and any
fluctuation in the availability of raw material leads to substantial
price fluctuation in paint production costs.
Competition: The biggest competitors in India are
Kansai Nerolac, Berger Paints (India Ltd), Akzo Nobel (It is the
largest global paints and coatings company), Shalimar Paints
Acquisition:
Asian paints has signed a deal to acquire 51% stake in Kadisco
chemical Industry PLC in Ethiopia.
© Team Disha
Previous Placements Feedback
GD Topics
 Success is a journey and not a destination
 Little Bo Peep has lost her sheep and she doesn’t know
where to find it.
 2 is not equal to 3 even for large values of 2
 The effectiveness of any organization is equal to the
effectiveness of the lower levels
PGP29 Interns
 Apoorv Malhotra, +91-7753817876
 Siddhant Jain, +91-9984942528
IIM Lucknow
Interview Questions
 Why SCM/Marketing?
 Walk me through your CV
 How would you do a consumer study for a pen?
 Recent Advt. . . . of Asian Paints and any of its competitors
 What are the advantages of Disguise Surveys?
 Advantages and Disadvantages of celebrity endorsements
 Choose a celebrity whom Asian paints should endorse for the
interior décor category?
 How you handled an incident where your team member did
something illegal?
 Difference between sales and distribution of Asian Paints and
FMCG companies
Some Additional Information
 Per Capita Paint Consumption in India - Approximately 2.57 kg
per person; USA & New Zealand 25 kg;Western Europe and
Japan- 15 kg per person
 Industrial Coating through a 50:50 JV (APPG) with PPG Inc.
(USA)
 More than twice the size of its nearest competitor
 Market leader in paints since 1968
 Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the
blue chips by Hindu Business Line