INDEX

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TITLE
MEANING OF RESEARCH METHODOLOGY
OBJECTIVES OF RESEARCH METHODOLOGY
RESEARCH METHODS & RESEARCH
METHODOLOGY
QUALITATIVE & QUANTITATIVES METHODS OF
RESEARCH METHODOLGY
RESEARCH AND ANALYSIS OF ASIAN PAINTS
DISPAY THE RESULT OF DESCRIPTIVE RESEARCH
RESEARCH & DEVELOPMENTS
CORPORATE PROFILE OF ASIAN PAINTS
MANUFACUTRING FACILITIES
SUPPLY CHAIN
INFORMATION TECHNOLOGY
FINANCIAL DEALS
REVENUE
CAMPAIGNS
MAJOR PRODUCTS & SERVICES
ENVIRONMENT AND SAFETY
WATER MANAGEMENT
QUALITY POLICY
MARKET SHARE OF ASIAN PAINTS
AWARDS AND RECOGNITIONS
CONCLUSION

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RESEARCH METHODOLOGY
In this manuscript various components of research are listed and
briefly discussed. The topics considered in this write-up cover a
part of the research methodology paper of Master of Philosophy
(M.Phil.) course and Doctor of Philosophy (Ph.D.) course. The
manuscript is intended for students and research scholars of
science subjects such as mathematics, physics, chemistry,
statistics, biology and computer science. Various stages of
research are discussed in detail. Special care has been taken to
motivate the young researchers to take up challenging problems.
Ten assignment works are given. For the benefit of young
researchers a short interview with three eminent scientists is
included at the end of the manuscript.
I. MEANING OF RESEARCH
Research is a logical and systematic search for new and useful
information on a particular topic. In the well-known nursery rhyme
Twinkle Twinkle Little Star
How I Wonder What You Are the use of the words how and what
essentially summarizes what research is. It is an investigation of
finding solutions to scientific and social problems through
objective and systematic analysis. It is a search for knowledge,
that is, a discovery of hidden truths. Here knowledge means
information about matters. The information might be collected
from different sources like experience, human beings, books,
journals, nature, etc. A research can lead to new contributions to
the existing knowledge. Only through research is it possible to
make progress in a field. Research is indeed civilization and
determines the economic, social and political development of a
nation. The results of scientific research very often force a change
in the philosophical view of problems which extend far beyond the
restricted domain of science itself.
Research is not confined to science and technology only. There
are vast areas of research in other disciplines such as languages,
literature, history and sociology. Whatever might be the subject,
3

research has to be an active, diligent and systematic process of

inquiry in order to discover, interpret or revise facts, events,
behaviours and theories. Applying the outcome of research for the
refinement of knowledge in other subjects, or in enhancing the
quality of human life also becomes a kind of research and
development.
II. OBJECTIVES OF RESEARCH
The prime objectives of research are
(1) to discover new facts
(2) to verify and test important facts
(3) to analyse an event or process or phenomenon to identify the
cause and effect relationship
(4) to develop new scientific tools, concepts and theories to solve
and understand scientific and nonscientific problems
(5) to find solutions to scientific, nonscientific and social problems
and
(6) to overcome or solve the problems occurring in our every day
life.
III. IMPORTANCE OF RESEARCH
Research is important both in scientific and nonscientific fields. In
our life new problems, events, phenomena and processes occur
every day. Practically, implementable solutions and suggestions
are required for tackling new problems that arise. Scientists have
to undertake research on them and find their causes, solutions,
explanations and applications. Precisely, research assists us to
understand nature and natural phenomena.Some important
avenues of research are:

(1) A research problem refers to a difficulty which a researcher or

a scientific community or an industry or a government
organization or a society experiences. It may be a theoretical or a
practical situation. It calls for a thorough understanding and
possible solution.
(2) Research on existing theories and concepts help us identify
the range and applications of them.
(3) It is the fountain of knowledge and provide guidelines for
solving problems.
(4) Research provides basis for many government policies. For
example, research on the needs and desires of the people and on
the availability of revenues to meet the needs helps a
government to prepare a budget.
(5) It is important in industry and business for higher gain and
productivity and to improve the quality of products.
(6) Mathematical and logical research on business and industry
optimizes the problems in them.
(7) It leads to the identification and characterization of new
materials, new living things, new stars, etc.
(8) Only through research inventions can be made; for example,
new and novel phenomena and processes such as
superconductivity and cloning have been discovered only through
research.
(9) Social research helps find answers to social problems. They
explain social phenomena and seek solution to social problems.
(10) Research leads to a new style of life and makes it delightful
and glorious.
Emphasizing the importance of research Louis Pasteur said: I
beseech you to take interest in these sacred domains called
laboratories. Ask that there be more and that they be adorned for
these are the temples of the future, wealth and well-being. It is
5

here that humanity will learn to read progress and individual

harmony in the works of nature, while humanitys own works are
all too often those of barbarism, fanaticism and destruction.
(Louis Paster article by S. Mahanti, Dream 2047, p.2934 (May
2003)). In order to know what it means to do research one may
read scientific autobiographies like Richard Feynmanns Surely
you are joking, Mr.Feynmann! , Jim Watsons The double helix and
Science as a way of life A biography of C.N.R. Rao by Mohan
Sundararajan.
It is necessary for a researcher to design a methodology for the
problem chosen. One should note that even if the method
considered in two problems are same the methodology may be
different. It is important for the researcher to know not only the
research methods necessary for the research under taken but also
the methodology.
IV. RESEARCH METHODS AND RESEARCH METHODOLOGY
Is there any difference between research methods and research
methodology?
Research methods are the various procedures, schemes and
algorithms used in research. All the methods used by a researcher
during a research study are termed as research methods. They
are essentially planned, scientific and value-neutral. They include
theoretical procedures, experimental studies, numerical schemes,
statistical approaches, etc. Research methods help us collect
samples, data and find a solution to a problem. Particularly,
scientific research methods call for explanations based on
collected facts, measurements and observations and not on
reasoning alone. They accept only those explanations which can
be
verified by experiments. Research methodology is a systematic
way to solve a problem. It is a science of studying how research is
to be carried out. Essentially, the procedures by which
researchers go about their work of describing, explaining and
predicting phenomena are called research methodology. It is also
defined as the study of methods by which knowledge is gained.
Its aim is to give the work plan of research.
6

Most of the experimental research, case studies and interdisciplinary

research are essentially applied research. Applied research is
helpful for basic research. A research, the outcome of which has
immediate application is also termed as applied research. Such a
research is of practical use to current activity. For example,
research on social problems have immediate use. Applied
research is concerned with actual life research such as research
on increasing efficiency of a machine, increasing gain factor of
production of a material, pollution control, preparing vaccination
for a disease, etc. Obviously, they have immediate potential
applications.
Some of the differences between basic and applied research are
summarized in table I. Thus, the central aim of applied research is
to find a solution for a practical problem which warrants solution
for immediate use, whereas basic research is directed towards
finding information that has broad base of applications and thus
add new information to the already existing scientific knowledge.

V. QUALITATIVE AND QUANTITATIVE METHODS OF

RESEARCH
METHODOLOGY
The basic and applied researches can be quantitative or
qualitative or even both. Quantitative research is based on the
measurement of quantity or amount. Here a process is expressed
or described in terms of one or more quantities. The result of this
research is essentially a number or a set of numbers. Some of the
characteristics of qualitative research/ method are:
It is numerical, non-descriptive, applies statistics or
mathematics and uses numbers.
It is an iterative process whereby evidence is evaluated.
The results are often presented in tables and graphs.
It is conclusive.
7

 It investigates the what, where and when of decision making.

Statistics is the most widely used branch of mathematics in
quantitative research. It finds applications not only in physical
sciences but also in economics, social sciences and biology.
Quantitative research using statistical methods often begins with
the collection of data based on a theory or hypothesis or
experiment followed by the application of descriptive or
inferential statistical methods.
Qualitative research is concerned with qualitative phenomenon
involving quality. Some of the characteristics of qualitative
research/method are:
It is non-numerical, descriptive, applies reasoning and uses
words.
Its aim is to get the meaning, feeling and describe the situation.
Qualitative data cannot be graphed.
It is exploratory.
It investigates the why and how of decision making.
We measure and weigh things in the study of substance or
structure. Can we measure or weigh patterns?

We cannot measure or weigh patterns. But to study patterns we

must
map a configuration of relationships. That is, structures involve
quantities whereas patterns involve qualities. If one wishes to
investigate why certain data are random then it is a qualitative
research. If the aim is to study how random the data is, what is
the mean, variance and distribution function then it becomes
quantitative. Explaining how digestion of food takes place in our
body is a qualitative description. It does not involve any numbers
or data and quantities.
The detection of a particular compound is a qualitative analysis.
This can be done by carrying out physical or chemical tests.
Determination of exact amount of a particular compound present
8

in a volume is essentially quantitative analysis. This can be done

by volumetric, gravimetric and colorimetric methods or
instrumental methods. Experimental and simulation studies are
generally quantitative research. In fact, qualitative methods can
be used to understand the meaning of the numbers obtained by
quantitative methods.
Other types of research include action research (fact findings to
improve the quality of action in the social world), explanatory
research (searching explanations for events and phenomena, for
example finding answer to the question why are the things like
what they are?), exploratory research (getting more information
on a topic) and comparative research (obtaining similarities and
differences between events, methods, techniques, etc.). For
discussion on these types of research see references.
Whenever a scientific problem is to be solved there are several
important steps to follow. The problem must be stated clearly,
including any simplifying assumptions. Then develop a
mathematical statement of the problem. This process may involve
use of one or more mathematical procedures. Frequently, more
advanced text books or review articles will be needed to learn
about the techniques and procedures. Next, the results have to be
interpreted to arrive at a decision. This will require experience
and an understanding of the situation
in which the problem is embedded.
Research on improving a theory or a method is also referred as
fundamental research. For example, suppose a theory is
applicable to a system provided the system satisfies certain
specific conditions. Modifying the theory to apply it to a general
situation is a basic research.
RESEARCH & ANALYTICS OF ASIAN PAINTS

Study Asian Paints with a view to identify the best

practices of excellence and the best customer service
policies. The basic objective will be to use them as a
model for the others.
The study also includes mapping of the competitors of
other World Class Paints, especially in the Leading Top
Most Paints Company, across Asia on various service
dimensions.
Guidelines for doing Research (Plan of action)
1. Analyzing service quality, customer satisfaction and loyalty
of a full service paints company such as Asian Paints.
2. Testing hypothesis on the influence of service quality and
customer satisfaction on customer loyalty of other full
service paint company in India. For instance, Since its
foundation in 1942, Asian Paints has come a long way to
become Indias largest and Asias third largest paint
company, with a turnover of Rs. 127.15 billion. Asian Paints
operates in 17 countries and has 23 paint manufacturing
facilities in the world servicing consumers in over 65
countries.
3. Design of research can be ex post facto (non-experimental),
type of research can be descriptive and explanatory survey,
sampling technique can be convenience sampling, and
method of analysis is structural equation modeling (SEM).
Display the results of descriptive research

10

1. Asian Paints has always been a leader in the paint industry,

pushing new concepts in India like Colour Worlds, Home
Solutions, Colour Next, and Kids World.
2. Asian Paints aims to become one of the top five 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.
3. The company recorded revenues of INR77, 888.7 million
(approximately $1,708.1 million) in the fiscal year ended
March 2011, an increase of 14.2% over 2010. The company's
operating profit was INR13, 956 million (approximately
$306.1 million) in fiscal 2011, an increase of 2% over 2010.
Its net profit was INR8, 432.4 million (approximately $184.9
million) in fiscal 2011, an increase of 0.9% over 2010.
4. Asian Paints operates in 17 countries across the world. It has
manufacturing facilities in each of these countries and is the
largest paint company in eleven of these markets. Asian
Paints operates in five regions across the world viz. South
Asia, Southeast Asia, South Pacific, Middle East and
Caribbean region through the five corporate brands viz.
Asian Paints, Berger International, SCIB Paints, Apco Coatings
and Taubmans.
5. Asian Paints has acquired 30% stake in Dutch Boy Philippines
from Berger International Limited (BIL), an indirect subsidiary
of Asian Paints. Asian Paints executed a conditional stock
purchase agreement relating to the sale of 427,000 shares of
Dutch Boy Philippines, which ceases to be an associated
company of BIL. Asian Paints, Ltd. (APL) has entered into a
50:50 new joint venture agreement with PPG Industries, Inc.
(PPG), a US-based provider of paints, coatings and speciality
11

products, to accelerate the growth of non-decorative

coatings business in India.

Research And Development

Asian Paints Limited is an Indian chemicals company
headquartered in Mumbai, India. It manufactures paints for
decorative and industrial use. Asian Paints is India's largest paint
company and Asia's third largest paint company, with a turnover
of Rs.96.32 billion. Besides Asian Paints, the group operates
around the world through its subsidiaries Berger International
Limited, Apco Coatings Limited, SCIB Paints and Taubmans.

Forbes Global magazine USA ranked Asian Paints among the 200
Best Small Companies in the World for 2002 and 2003 and
presented the 'Best under a Billion' award, to the company. Asian
Paints is the only paint company in the world to receive this
recognition. One of the country's leading business magazines
"Business Today" in Feb 2001 ranked Asian Paints as the Ninth
Best Employer. It has been recognized by "Economic Times" as
well. Forbes has also ranked Asian Paints among the Best under a
companies in Asia in 2005, 06 and 07.

Asian paints made a foray in automotive paints in the year 1997 with a joint
venture with PPG Industries. The joint venture is called PPG Asian paints. The
company manufactures body coatings and plastic coatings.

Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex
Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play,
Touchwood, Tractor Emulsion, Utsav.

12

Asian Paints was established on 1 February 1942 by Champaklal H. Choksey,

Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil. They name their
company 'The Asian Oil & Paint Company', a name that was randomly picked
from a telephone directory.

1945 Asian Paints touches a turnover of Rs.3,50,000/ 1957 66 The family-owned company makes the change to a
professionally managed organization.

At Asian Paints, Research & Development has played a significant role in the
growth of the organization. The company has continuously invested in R&D. The
entire decorative coatings portfolio for the Indian market and for overseas ventures
has been developed in-house. Our technologists not only develop new products and
improve upon existing formulations; but also act as a pillar of support to other
functions, viz
Supports Manufacturing in process cycle time reduction & improves
productivity by alternate / break through processes

Provides solutions to environmental issues by minimizing waste at the time

of generation and also in recycling

Aids Marketing in providing technical tools/USPs to demonstrate and push

new products

Support Materials by providing new Raw Materials as alternate to current

one to give them negotiating power and also alternate vendors for supply
chain flexibility
13

New Research & Technology Centre

Asian Paints has set up a new Research & Technology Centre at Turbhe on the
outskirts of Mumbai (India).

CORPORATE PROFILE OF ASIAN PAINTS

1. Introducing The Asian Paints Group
Asian Paints is Indias largest paint company and Asias third largest paint
company, with a turnover of Rs 127.15 billion. The group has an enviable
reputation in the corporate world for professionalism, fast track growth, and
building shareholder equity. Asian Paints operates in 17 countries and has 23
paint manufacturing facilities in the world servicing consumers in over 65
countries. Besides Asian Paints, the group operates around the world through its
subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and
Taubmans.

Asian Paints was included in Forbes Asias Fab 50 list of Companies in Asia
Pacific in 2011, 2012 and 2013. Forbes Global magazine USA ranked Asian
Paints among the 200 Best Small Companies in the World for 2002 and 2003
and presented the 'Best under a Billion' award, to the company. Asian Paints is
the only paint company in the world to receive this recognition. Forbes has also
ranked Asian Paints among the Best under a Billion companies in Asia in
2005, 2006 and 2007.

The company has come a long way since its small beginnings in 1942. Four
friends who were willing to take on the world's biggest, most famous paint
companies operating in India at that time set it up as a partnership firm. Over
the course of 25 years Asian Paints became a corporate force and India's leading
paints company. Driven by its strong consumer-focus and innovative spirit, the
company has been the market leader in paints since 1967. Today it is double the
14

size of any other paint company in India. Asian Paints manufactures a wide
range of paints for Decorative and Industrial use.

Asian Paints has always been ahead when it comes to providing consumer
experience. It has set up a Signature Store in Mumbai & Delhi in India, where
consumers are educated on colours and how it can change their homes.

In Decorative paints, Asian Paints is present in all the four segments v.i.z
Interior Wall Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It
also introduced many innovative concepts in the Indian paint industry like
Colour Worlds (Dealer Tinting Systems), Home Solutions (painting solutions
Service), Kids World (painting solutions for kids room), Colour Next
(Prediction of Colour Trends through in-depth research) and Royale Play
Special Effect Paints, just to name a few.

Vertical integration has seen it diversify into products such as Phthalic

Anhydride and Pentaerythritol, which are used in the paint manufacturing
process. Asian Paints also operates through PPG Asian Paints Pvt Ltd (50:50
JV between Asian Paints and PPG Inc, USA, one of the largest automotive
coatings manufacturer in the world) to service the increasing requirements of
the Indian automotive coatings market. Asian Paints has formed another 50:50
JV with PPG named Asian Paints PPG Pvt Ltd to service the protective,
industrial powder, industrial containers and light industrial coatings markets.

Asian Paints manufactures and markets industrial and decorative coatings.

Along with that the company also provides home painting services and
solutions. The company's key products and brands include the following:

Decorative paints: Interior wall paints, Exterior wall paints, Wood surface
paints, Metals surface paints.
15

Industrial coatings: Protective coatings, Floor coatings, Road markings.

Ancillaries: Wall primer, Acrylic Wall Putty, Exterior Wall Putty, Wood
Primer.
Asian paints made a foray in automotive paints in the year 1997 with a joint
venture with PPG Industries. The joint venture is called PPG Asian paints.
The company manufactures body coatings and plastic coatings.

Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex
Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale
Play, Touchwood, Tractor Emulsion, Utsav.

2. Group Subsidies

Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands.

Asian Paints operates in Fiji, Tonga, Solomon Islands and Vanuatu under the
brand name of Apco Coatings.

Asian Paints Industrial Coatings Limited has been set up to cater to the powder
coatings market which is one of the fastest growing segments in the industrial
coatings market.
16

Website: www.bergeronline.com
Few companies can claim a history of consistent growth for over two and a half
centuries , a presence in over 35 countries and an impact on the lives of over a
billion people. Berger does that with elan. Ever since it was founded in England
in 1760 by Lewis Berger, who perfected a new process for making Prussian
Blue the colour of most military uniforms then, Berger has never looked back.

Over the years Berger expanded its operations across oceans, to cover numerous
geographies. In 1994, Berger units were brought under the single umbrella of
the holding company 'Berger International Limited (BIL)' with headquarters in
Singapore, which was also listed on the Singapore stock exchange. In
November 2002, BIL became a part of the Asian Paints Group. Today, the name
of Berger is synonymous with quality and innovation. BIL has presence across
three regions viz. Middle East, Caribbean and South East Asia. In the Caribbean
region, Berger is a household name. And considering that the company
celebrated 50 successful years in the region recently, this is not surprising.
Incidentally, Berger Paints Jamaica Limited, which is listed on the Jamaican
stock exchange, is amongst the top ten companies in the country in terms of
market capitalisation. In the Middle East too Berger is a well-respected brand. It
is the largest paint company in Bahrain. Using its state-of-the-art manufacturing
facilities there, and in United Arab Emirates, it exports to countries in the
Commonwealth of Independent States, Gulf Cooperation Council and Africa. In
South East Asia Berger is present in Singapore.

Website: www.scibpaints.com

17

Founded in 1979, SCIB Paints today is a reputed name and ranks amongst the
top five paint companies in Egypt. SCIB Paints became a part of the Asian
Paints group in August, 2002.

Website: www.ppgasianpaints.com
PPG Asian Paints , (earlier known as Asian PPG Industries Pvt Ltd), established
in March 1997 is a 50:50 joint venture between Asian Paints Limited and PPG
Industries, Inc. USA. It was formed with the objective of providing solutions to
the paint requirements of Indian Automobile manufacturers. The joint venture
brought together two leading companies with strengths in technology,
manufacturing and customer insight.

Website: www.asianpaintsppg.com
Asian Paints PPG (AP PPG), second 50:50 Joint venture with PPG
Industries, Inc, USA was formed in 2012. This JV caters to Protective
coatings, floor coatings, road marking paints and powder coatings.

Website: www.Taubmans.com.au
Taubmans Paints Fiji, the fourth largest paint company in Fiji, became a part
of the Asian Paints family in September, 2003. Taubmans Paints is the
dominant player in the project sales segment in the country and is a leader in
the neighbouring Samoa Islands. It has two manufacturing facilities, one in
Suva (Fiji) and the other in Samoa.

18

Website: www.sleekworld.com
As part of strategic initiative in the direction of Home Improvement &
Dcor, Asian Paints identified modern kitchen space as a key opportunity to
be explored in synergy with the existing line of decorative paints business in
India. In August, 2013 Asian Paints acquired 51% stake in the Sleek Group,
which is a major player in the organized modern kitchen space with pan
India presence and is engaged in the business of manufacturing, selling and
distribution of modular kitchens as well as kitchen components including
wire baskets, cabinets, appliances, accessories, etc.

3. International Presence

Today the Asian Paints group operates in 17 countries across the

world and is the largest paint company in eleven countries. The
group operates in five regions across the world viz. South Asia,
South East Asia, South Pacific, Middle East and Caribbean region
through the five corporate brands viz. Asian Paints, Berger
International, SCIB Paints, Apco Coatings and Taubmans. The
Group operates as:
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), Caribbean (Jamaica, Barbados,
Trinidad & Tobago)
Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands
and Vanuatu)
19

 Taubmans in South Pacific (Fiji and Samoa)

The company has a dedicated Group R&D Centre in India and has
been one of the pioneering companies in India for effectively
harnessing Information Technology solutions to maximize
efficiency in operations.
The countries that Asian Paints has presence are as follows:
1.

Asian Paints in South Asia (India, Bangladesh, Nepal and Sri

Lanka).

2.

SCIB Paints in Egypt.

3.

Berger in South East Asia (Singapore), Middle East (UAE, Bahrain

and Oman), Caribbean (Jamaica, Barbados, Trinidad & Tobago).

4.

Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and

Vanuatu).

5.

Taubmans in South Pacific (Fiji and Samoa).

MANUFACTURING FACILITIES
Asian Paints along with its subsidiaries has operations in 17
countries across the world and 23 paint manufacturing facilities,
servicing consumers in 65 countries through Berger International,
SCIB Paints-Egypt, Asian Paints, Apco Coatings and Taubmans.
Asian Paints operates in 5 regions across the world viz. South
Asia, South East Asia, South Pacific, Middle East and Caribbean
region through the five corporate brands viz. Asian Paints, Berger
International, SCIB Paints, Apco Coatings and Taubmans. In 7
markets, it operates through its subsidiary, Berger International
Limited; in Egypt through SCIB Paints; in 5 markets in the South
Pacific it operates through Apco Coatings and in Fiji and Samoa it
also operates through Taubmans.

20

21

SUPPLY CHAIN

Asian Paints has harnessed the powers of state-of-the-art supply chain system
using cutting edge technology to integrate all its plants, regional distribution
centres, outside processing centres and branches in India. All the company's paints
plants in India, two chemical plants, 18 processing centres, 350 raw material and
intermediate goods suppliers, 140 packing material vendors, 6 regional distribution
centres, 72 depots are integrated.

The supply chain runs through a wide spectrum of functions right from materials
planning to procurement to primary distribution. It has played a pivotal role in
improving operational efficiencies and creating agile procurement, production and
delivery systems. It has also enhanced the flexibility of operations, lowered output
time and reduced delivery costs, while improving customer-servicing levels and
profitability.

The Supply Chain Management is backed by IT efforts that help the company in
demand forecasting, deriving optimal plant, depot and SKU combinations,
streamlining vendor relationships, reducing procurement costs and scheduling
production processes for individual factories.

Asian Paints manufactures and markets industrial and decorative coatings. Along
with that the company also provides home painting services and solutions. Asian
Paints is India's largest paint company and Asia's third largest paint company, with
a turnover of Rs 96.32 billion. Besides Asian Paints, the group operates around the
world through its subsidiaries Berger International Limited, Apco Coatings
Limited, SCIB Paints and Taubmans.
22

HUMAN RESOURCE
Asian Paints believes that people are its strongest assets, for a company can go
only as high as its people aim. It is people who innovate and invent, and who
engineer the efficiencies that make a business succeed. It is they who drive growth
and lead to greater heights. At Asian Paints, our human resources systems are
designed to create a focused, performance oriented and agile company. A talent
pool of over 5000 employees employed across 17 countries bring in a unique blend
of mindsets and skills.

An open and interactive work culture brings out the best in our people. A sense of
ownership and freedom to experiment at their workplace brings out creativity and
innovation in every individual. Excellent training is provided to develop leaders
and re-strengthen competencies from within the organisation. Besides encouraging
achievers from within the organisation, we absorb the best talent from some of the
best management and technology institutes in the country.

We hire people who are best suited to the job and whose personal goals are in
alignment with our corporate purpose. Thus, the task is cut out for every individual
within the framework of result-orientation, market insight, customer perspective,
trust, respect and problem solving.

The commitment of our people and their sense of discipline and ownership
continues to drive growth for our company.

23

RETAIL INTIATIVES
Customers - the very core of all our business activities. From the beginning, Asian
Paints has fostered a customer-centric approach to business. A simple but
unbeatable concept of "going where the customer is" drives all our retail strategies.

In the early 90s, for the first time in the paint industry Asian Paints offered the
consumer over 150 shades. The concept was extended to the dealer shops through
Colour World in the mid-90s, where Asian Paints began offering over 1000 shades.
The introduction of Colour World provided a new direction for the paint industry
into the age of retailing by providing the consumer - a service interface. With only
a limited set of bases and colourants, manufactured and transported throughout the
supply chain, Asian Paints provided a choice of innumerable shades to the
customer through a technology of tinting at the last retail store.

With the introduction of Colour World, almost all wall-finishes from Asian Paints
offer a wide range and choice in colours be it for interior or exterior application. It
has been our endeavour to reach out to our customers not only with our products
but also with value-added services and initiatives.

The Asian Paints Helpline introduced few years ago is a toll free service where
consumers call and ask queries related to painting. The company has now extended
this service to ASIAN PAINTS HOME SOLUTIONS, which offers painting
services in addition to the paint. This service is available in 13 cities viz 24

Hyderabad, Bangalore, Kolkata, Chennai, Ahmadabad, Mumbai, Pune,

Coimbatore, Cochin, Chandigarh, Raipur and Vadodra.
The company entered into a new foray of prediction of colour trends in India.
Intensive research is carried out with interior designers, architects and the fashion
community to arrive at trend movements in colour each year. The study is termed
Colour Next which is a collection of shades predicted.
This study has helped consumers get an insight into the latest trends in colour. This
exercise has also gone a long way in helping various industries decide their colour
combinations for a range of products ranging from furnishings, floorings to home
accessories.

Another important area was the offer of painting solutions for children with the
launch of Kids World. A foray into Kids' World marks yet another milestone
wherein the company offers painting designs for Kids Rooms as well as Kids
Corners. For the first time, an attempt has been made to invite the customer to get
into a Do-It-Yourself mode with these designs. Royale Play is another innovative
concept introduced by the company. It is a collection of innovative and ready-touse special effect finishes for interior walls, comprising a range of special effects.
And each of these effects are available in a shade palette that is fitting for that
effect in interesting colour combinations. The revolutionary product gives wall
paint a whole new usage. Now, along with colour, you can give your walls
dimension, texture and life.

Asian Paints efforts are continuously on to engage the consumer in the painting
process and fulfill all the requirements related to the world of painting.

Forbes Global magazine USA ranked Asian Paints among the 200 Best Small
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Companies in the World for 2002 and 2003 and presented the 'Best under a Billion'
award, to the company. Asian Paints is the only paint company in the world to
receive this recognition. One of the country's leading business magazine "Business
Today" in Feb 2001 ranked Asian Paints as the Ninth Best Employer.It has been
recognised by "Economic Times" as well. Forbes has also ranked Asian Paints
among the Best under a companies in Asia in 2005, 06 and 07.

INFORMATION TECHNOLOGY
Information technology (IT) plays a key role in enabling the company to grow and
generate profits. Asian Paints is the only company in India to have integrated
Supply Chain Management (SCM) Solution from i2 Technologies, and Enterprise
Resource Planning (ERP) solution from SAP. With these IT tools firmly in place
and with the backing of an extensive communication platform, we are an internally
enabled enterprise. The road ahead is to integrate all our stakeholders including
suppliers, employees and customers and create an extended enterprise.

Asian Paints has launched a supplier portal that includes an automated digital
document exchange facility that will improve the efficiency and effectiveness of
interaction with suppliers. An employee portal has also been set up. Customer
Relations Management (CRM) tools are being used in Asian Paints Helpline and
Home Solutions initiatives.

APL and PPG have agreed that APL will take lead in the second venture, while
PPG will take lead in APPG in order to utilise their respective strengths to best
capture the growth in infrastructure development and globally driven markets in
India. APPG currently services the Indian transportation coatings market and this
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change will expand its scope to additionally service the industrial liquid, marine
and consumer markets.
The successful deployment of ERP, CRM, Business Intelligence and Portal
software from leading solution providers and integrated SCM systems has helped
improve efficiency in the business as well as increase the transparency and
accuracy of information across the company. In order to affect 24x7 availability of
our IT infrastructure, we are setting up a disaster recovery site in South India.

To match the pace of growth of our international business, we are focusing on

improving transaction systems and messaging platforms. Implementing of a portal
platform for improved collaboration and sharing of information across all
geographies is already underway.
FINANCIAL DEALS

Asian Paints has acquired 30% stake in Dutch Boy Philippines from Berger
International Limited (BIL), an indirect subsidiary of Asian Paints. Asian Paints
executed a conditional stock purchase agreement relating to the sale of 427,000
shares of Dutch Boy Philippines, which ceases to be an associated company of
BIL. Asian Paints, Ltd. (APL) has entered into a 50:50 new joint venture
agreement with PPG Industries, Inc. (PPG), a US-based provider of paints,
coatings and speciality products, to accelerate the growth of non-decorative
coatings business in India.

This is the second joint venture between APL and PPG. They currently have a 50
50 joint venture named Asian PPG Industries Ltd (APPG).

APL and PPG have agreed that APL will take lead in the second venture, while
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PPG will take lead in APPG in order to utilise their respective strengths to best
capture the growth in infrastructure development and globally driven markets in
India.

APPG currently services the Indian transportation coatings market and this change
will expand its scope to additionally service the industrial liquid, marine and
consumer markets. The second joint venture will service the protective, industrial
power, industrial containers and light industrial coating markets.
The transaction is subject to regulatory approvals and is expected to be completed
during 2011.
It has recently acquired 51% in Sleek International Private Limited and is looking
to have a stronghold in home improvement.
Asian Paints Acquired 51% in Kadisco Chemical Industry Plc of Ethiopia

REVENUE

The company recorded revenues of INR77,888.7 million (approximately $1,708.1

million) in the fiscal year ended March 2011, an increase of 14.2% over 2010. The
company's operating profit was INR13,956 million (approximately $306.1 million)
in fiscal 2011, an increase of 2% over 2010. Its net profit was INR8,432.4 million
(approximately $184.9 million) in fiscal 2011, an increase of 0.9% over 2010.
CAMPAIGNS

Gattu, The Mascot

Gattu, the mascot for Asian Paints was created by cartoonist R.K. Laxman in 1954.
Soon Gattu, with his "shock of black hair eternally dangling over his right eye",
became popular and remained so for many decades, even featured in business
quizzes After over four decades, it was eventually phased out after 2002, when

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company's advertising agency Ogilvy & Mather (O&M) initiated a rebranding

exercise.
Logo change
The brand also went in a brand overhaul. The logo was changed to a contemporary
upmarket, the logo/design was to convey self-expression, sophistication and
Technology. Thus came the birth of a wonderful positioning strategy created by
O&M. The insight was that the brand is about people and homes and homes reflect
the people living in it. Hence " Har Ghar Kuch Kehta Hai" translated to " Every
Home has a story to tell". This campaign is a perfect example of a brand laddering
up and connecting to a higher level in the mind of the customer. The campaigns
reinforced the brand as a premium emotional brand. Along with the campaign
Asian Paints also ran parallel ads for its subbrands. Saif Ali Khan endorsed the
premium brand Royale. For Apex Ultima, the campaign was highly localised and
was different in different market.

Major products and services

Asian Paints manufactures and markets industrial and decorative coatings. Along
with that the company also provides home painting services and solutions. The
company's key products and brands include the following:
Decorative paints: Interior wall paints, Exterior wall paints, Wood surface paints,
Metals surface paints.
Industrial coatings: Protective coatings, Floor coatings, Road markings.
Ancillaries: Wall primer, Acrylic Wall Putty, Exterior Wall Putty, Wood Primer.
Asian paints made a foray in automotive paints in the year 1997 with a joint
venture with PPG Industries. The joint venture is called PPG Asian paints. The
company manufactures body coatings and plastic coatings.
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Paint brands owned by the company are: Ace & Apex, Apcolite, Apex, Apex
Ultima, Asian Paints, Colour Next, Premium Gloss Enamel, Royale, Royale Play,
Touchwood, Tractor Emulsion, Utsav.
FORBES LISTING
Forbes Global magazine USA ranked Asian Paints among the 200 Best Small
Companies in the World for 2002 and 2003 and presented the 'Best under a Billion'
award, to the company. Asian Paints is the only paint company in the world to
receive this recognition. One of the country's leading business magazine "Business
Today" in Feb 2001 ranked Asian Paints as the Ninth Best Employer.It has been
recognised by "Economic Times" as well. Forbes has also ranked Asian Paints
among the Best under a companies in Asia in 2005, 06 and 07.

ENVIRONMENT AND SAFETY

Asian Paints approaches the environment issue from the perspective of waste
minimisation and conservation of resources. Determined to reuse, recycle and
eliminate waste, Asian Paints' material losses in manufacturing have reduced
substantially over the last few years.
All the paint plants and chemical manufacturing plants of Asian Paints have ISO
14001 environmental certification.
All our paint plants have achieved 'zero industrial discharge' capability. This has
been achieved by the installation of upgraded effluent treatment facilities and
installation of reverse osmosis plants in conjunction with appropriate recycling and
reuse schemes. Our emulsion manufacturing facility has also achieved 'zero waste'
status. We have adopted the principles of "green productivity".

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Some of our innovative schemes which enhance green productivity are dealer
tinting systems which has resulted in large batch sizes ; bulk storage facility for
monomers which reduces wastage; Use of natural gas which is a cleaner fuel ;
solvent recovery plants have been set up which has resulted in zero reduction of
solvent disposal ; improved incinerating systems and reverse osmosis.

SAFETY AT ITS BEST

The company has made significant investments in the area of safety over the past
several years. Its steadfast commitment to safety is reinforced by the fact that four
of Asian Paints plants were conferred with the 'Sword of Honour' by the British
Safety Council for the second time in quick succession. The British Safety Council
is the world's leading occupational health, safety and environmental organizations,
working closely with the world's leading companies in developing safe systems for
work. The 'Sword of Honour', instituted by the BSC, is recognized the world over
as the pinnacle of achievement in safety management systems.

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AGE CARE
Age Care is another focus area of Asian Paints in its CSR activities. The company
conducts various health camps for the aged. Asian Paints operates Mobile
Medicare Units (MMUs) in association with the NGO Help age India to provide
medical aid to the doorsteps of the needy senior citizens.

WATER MANAGEMENT
"Water is precious. Every drop counts."
Fresh water is a limited and scarce resource that's often taken for granted.
Ever imagined a time in the future when there won't be water for even drinking,
leave alone wasting? That time is nearer than you think. And more than anything

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else, our mindless wastage of water is the prime reason. Today we are on the brink
of water scarcity.
We, at Asian Paints, endeavour to create awareness about this alarming issue.
So, save water today. Water will save you tomorrow.
Asian Paints has built a Total Water Management (TWM) Centre, at its Bhandup
manufacturing facility, which is the first of its kind in the entire country.
The TWM centre showcases live working models on water conservation and
rainwater harvesting.
Asian Paints provides expertise to citizens free of charge to implement rainwater
harvesting and total water management solutions.
The water management schemes could be designed in phases, so investments are
not significant. Also a payback period can be determined for investments.
So if you are interested in implementing rain-water harvesting and total water
management solutions in your society, institution or your organisation, do let us
know. We would be glad to provide you all expertise at no cost. You can also visit
the TWM centre to understand the various concepts of total water management.

QUALITY POLICY

We shall provide products and services that meet stated standards

on time, every time

We shall continually improve our processes to understand

changing customer needs and preferences

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 We accept Zero Defect as a quality absolute, and shall design and

operate our quality system accordingly

We shall organise our work practices to do a job right the first

time, every time

We are committed to continual improvement in quality in all

business processes and shall track such improvement through
measurable indicators

All the paint plants and chemical manufacturing

plants of Asian Paints have ISO 14001 environmental
certification.

MARKET SHARE

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AWARDS & RECOGNITION

1. Asian Paints was included in Forbes Magazine's - Asia's Fab 50 List of
companies in 2011, 2012 and 2013.
2. Asian Paints was ranked 13th amongst the top paint companies in the world
by Coatings World - Top Companies Report 2013 (July 2013 Issue).
3. In March 2012, Asian Paints was presented the Asian Centre for
Corporate Governance & Sustainability Award for the Best Governed
Company in 2011.
4. Mr. P M Murty, the then MD & CEO, Asian Paints received the 'CEO of the
Year' award from Business Standard, one of India's leading business dailies
(March 2011).
5. Asian Paints receives the Best Audit Committee Award from the Asian
Centre for Corporate Governance & Sustainability (Feb 2011)
6. Awarded the "Sword of Honour" by the British Safety Council for all the
paint plants in India. This award is considered as the pinnacle of
achievement in safety across the world.
7. Forbes Global Magazine, USA ranked Asian Paints amongst the 200 'Best
Small Companies of the world' in 2002 and 2003 and amongst the top 200
'Under a Billion Firms' of Asia in 2005.
8. The Asset - one of Asia's leading financial magazines ranked Asian Paints
amongst the leading Indian companies in Corporate Governance in 2002
and 2005.
9. Asian Paints received the Ernst & Young Entrepreneur of the Year
Manufacturing award in 2003.

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CONCLUSION

1. Asian Paints has come a long way to become Indias largest and Asias third
largest paint company, with a turnover of Rs. 127.15 billion. Asian Paints
operates in 17 countries and has 23 paint manufacturing facilities in the
world servicing consumers in over 65 countries.
2. Asian Paints has always been a leader in the paint industry, pushing new
concepts in India like Colour Worlds, Home Solutions, Colour Next, and
Kids World.
3. Asian Paints aims to become one of the top five 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.

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