PRSENTATION ON

ASIAN PAINTS

TEAM

RASHTRAKUTA’S
PRESENTATION BY MENTOR

MANJUNATH PRAYAG.G
 CONTENTS

Company Profile
Company History
Key Person
Vision Statement
HR Strategies
Marketing Strategies
SWOT Analysis
Financial statement
Corporate social Responsibility
Future Plans.
Awards
COMPANY PROFILE
Company Name: Asian Paints.

Type: Public Ltd.

Industry: Paint.

Founded: 1942

Head Quarter: Mumbai, India.

Key people: Mr. P.M.Murti CEO & MD.

Workforce: 4700

Website: www.asianpaints.com
Company History

• 1st February, 1942

Champaklal H. Choksi, Chimanlal N. Choksi, Suryakant C.
Dani and Arvind R. Vakil get together to manufacture paint
in a garage on Foras Road, Bombay. They name their
company 'The Asian Oil & Paint Company.
• 1945
Asian Paints touches a turnover of Rs. 3,50,000, with an
innovative marketing strategy "to reach consumers in the
outmost corners of the country with small packs."
1954
Paints mascot, Gattu, the mischievous kid, was born. Asian

1957 - 66
The family-owned company makes the shift to a professionally
managed organization.

Asian Paints embark on an ambitious mass marketing campaign,

pertaining with thousands of dealers in small towns all over India .
 Contd…
1967
Asian Paints emerges as India's leading paint company
ahead of any international competition.
1973
AP becomes public ltd company

2002
AP was a market leader of Indian Decorative Paints with
market share of 44%
 Asian paints today

• Asian Paints becomes the 10th largest decorative paint company

in the world

• Asian Paints is more than twice the size of its nearest competitor.

• It is one of the most admired companies in India

Present in 22 countries with 27 manufacturing locations.

• Asian Paints aims to become the 5th largest decorative paint

company in the world.
 Founders of company

P M Murty Mr. Ashwin Choksi Mr. Ashwin Dani

CEO &MD Non-Executive Chairman Non-Executive Vice Chairman

NS (Subba) lyre General manager

Human resource

Sudipto Mandal Senior HR Manager

Salil Chinghore Works Manager

Jagannt.B. Production Manager

Nilay Verma Marketing Manager

Ms. Tarjani Vakil
Chairperson of Audit Committe
Abjit Bhattacharya Training Manager
 Vision

“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 alliance with established global
partners”.
 Product Portfolio
Segments

Chemicals
Paints

Pathetic
Industrial Paints Anhydride
Decorative paints

Pentaerythritol
Group subsidiaries

Company in South pacific island. AP

operates in Australia, Fiji, Tonga,Soloman
Island under brand name APCO.

It is a England Company. In 2002 became part

of AP
 Contd….
Egypt company which became
part of AP in August 2002

US Company with 50:50 equity sharing

with AP in 1997. Pittsburgh Paints and
Glass Industries (PPG), USA

Fiji company became a part of AP

in September 2003.
 Indian Manufacturing Plants

Asian Plants
Bhandup (Maharashtra) in India
Asian Plants
Kasna (Uttar Pradesh) in India

Asian Plants
Sriperumbudur in India
Asian Plants
(Rohtak, Haryana)
 Overseas

Berger International Plants Berger International Plants

Barbados Berger International Plants
Bahrain
Jamaica

Berger International Plants

Singapore Berger International Plants
Trinidad
 HR Strategies.
A talent pool of over 4700 employees employed across 23
countries bring in a unique blend of mindsets and skills.

AP provide an open and interactive work culture to the

employees to bring out the best.

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 organization.
 Recruitment
 Company is following aptitude test , group discussion
and personal interview for recruitment process.

 Company is recruiting :
MBA Students for marketing.
Bsc (chemistry),BE Mechanical & Chemical
students For production.
CA and Mcom for finance Dept.

 Company has training centre in Mumbai for fresher's.

 Marketing Strategy
 Company is using different techniques such as advertising Campaign,
sales promotion, personal selling, direct marketing and public relation to
increase sales
 A total amount of 85 crore is spent on the ad campaign by asian
paint. Their
particular ad campaign ‘Mera Walla Blue” “har ghar kuch kehta
hai” are being liked by the customer.
 Online marketing for urban customer: Asian paint online marketing system is
helping. The company in lot of ways, providing all the necessary information
to the customer. It is an unique way of promotion.
Promotional Strategies
SUPPLY CHAIN

MANUFACTURER

WHOLESELLER

RETAILER

CUSTOMER
Market Share in India

ICI 11%

Berger 17%

Nerolac 17% Asian Paints

55%
 SWOT analysis
• STRENGTH:

 Market leaders with 55% market shares.

 Strong in inventory control.
 The pricing strategy is oriented to middle and lower end
consumers.
 Widest product range in terms of products, shades, pack
sizes.
 Comprehensive nation wide coverage of the market.
 Brand name with 68 year experience.
 WEAKNESS:

 Seasonal demand and hence in off seasons it can lead to

cash flow problems.
 Innovation in developing new product is inadequate.
 Weakness on the technology front in industrial paints.

In industrial paints, AP has only a 15% market share.

 Contd..
OPPORTUNITIES:
Acquiring/ increasing market share in Industrial paint
sector.
 Competitors have gone in for hi-technology compare to
AP.
 The automobile industry accounted for 50% of the
industrial markets.

THREATS:
 Domination of few foreign companies.
 Competition is catching up fast, hi-tech facilities
gives abundant choices.
 Competitors in India
 Akzo Nobel India ltd

 Bombay Paints ltd

 Hard Castle & waud manufacturing company ltd.

 Jenson & Nicolson India ltd.

 Nerolac paint ltd.

 Sarika paint ltd.

GLOBAL COMPETATOR
1 AkzoNobel nv (Netherlands)

2 PPG Industries Inc. (Pittsburgh)

3 DuPont Coatings & Color Technologies Group (Wilmington )

4 ICI Paints (Berkshire, UK )

5 BASF Coatings (Germany)

6 Nippon Paint Co. (Japan)

7 Sherwin-Williams Co. ( Cleveland)

 Corporate social responsibility
Environment and Safety:
Asian Paints approaches the environment issue from the perspective
of waste minimization and conservation of resources. Thus, the
continued attempt is to reduce, recycle and eliminate waste, which
results in less and less waste being generated.
Total Water Management
 We propagate some methods to help you conserve water 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
 Contd….

• Tsunami relief: Helping community in need

of time
A total amount of Rs. 4.7 million was
generated as relief aid and handed over to the
Tsunami victims. Besides India, all the units
across the world also contributed to the best of
their capacities towards Tsunami relief
 Contd…

In Ankleshwar - Gujarat, the plant has sustained its

commitment of providing infrastructure support to this school, be
it through donations of computers, tables and chairs, or through
assistance in other maintenance work for the school.

In addition, the Ankleshwar plant ,conducts Vaccination

and Health camps. Not only students, but teachers are
also briefed on hygiene aspects in such camps.

Company established The Mobile Medicare Units (MMU) for the

treatment of senior citizens.
 Awards and Recognitions

• Awarded the "Sword of Honor" by the British Safety

Council for all the paint plants in India.
• 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.
• Ranked 24th amongst the top paint companies in the
world by Coatings World - Top Companies Report 2006.
 contd….

 The Asset - one of Asia's leading financial magazine ranked

Asian Paints amongst the leading Indian companies in
Corporate Governance in 2002 and 2005.

 Received the Ernst & Young "Entrepreneur of the Year -

Manufacturing" award in 2003

 In 2009 micro site AsianPaints.com has won the

‘outstanding website’ award in the consumer goods
category at the recently held Internet Advertising
Competition Awards .
 Future plan
• Asian Paints is planning an international network of
technology centers spread across Australia, Jamaica, Egypt,
Dubai, Mauritius, Fiji and Singapore.  
• The paint project will use the latest techniques in production,
packing, conveying and storage in an eco-friendly manner,
with zero discharge of effluents.
• Company aims to come under top-5 paints companies list in
the world in next 2 year.
THANK YOU