V More than 100 yrs old

V 1902- Shalimar paints, Calcutta

V Sales turnover- 49 billion
V Two sectors- organized and unorganized
V 70% organized
V 30% unorganized
V Not capital intensive
V price elastic
V Directly related economic and industrial
growth
V Low- monsoon months
V High- festive season
r Market leader in paint industry
r In 1942, a partnership was started by four
entrepreneurs.
r In 1945, the firm was turned into a company.
r In 1957, a plant was set up at Bhandup, Mumbai.
r In 1973, AP became a public ltd company.
r In 2002. AP was a market leader of Indian
Decorative Paints with market share of 44%
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r Decorative paints:-
-caters to the housing sector
-premium paints used mostly in metros
- medium range popular in cities
-distribution network is the key

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-high performance coating, automotive and marine
paints
-two third are automotive paints
-technological superiority and tie-up with automobile
manufacturers.
V  main:-
- Asian paints
- Goodlass nerolac
-Berger
-Jensen and Nicholson
- Shalimar
- ICI India
V 2 types
- physical
-channel management
V Bypasses the bulk buyer segment
V Semi-urban and rural
V Retail
V Open door dealer policy
V Nationwide marketing distribution
 Large network of dealers

Established a network of company deports to

service the dealers

Created a marketing organization that matched its

distribution
V Successfully resolves the cost service
conflict in distribution
- strongly commitment to distribution
cost control, without compromising
service level
- effective inventory management
- effective control of credit out standings
- IT initiates in distribution cost control
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