Asian Paints Limited

Asian Paints Limited is an Indian multinational paint and coating manufacturing company headquartered in Mumbai, Maharashtra. The Company is engaged in the business of manufacturing, selling and distribution of paints, coatings, products related to home decor, interior decoration, bath fittings and providing of related services. Asian Paints is India’s largest paint manufacturing corporation and Asia’s second largest paints corporation. In 2015, it has the largest market share with 54.1% in the Indian paint industry.  Asian Paints is the tie-up with Berger International.

Asian Paints Limited is an Indian multinational paint and coating manufacturing company headquartered in Mumbai, Maharashtra. The Company is engaged in the business of manufacturing, selling and distribution of paints, coatings, products related to home decor, interior decoration, bath fittings and providing of related services. Asian Paints is India's largest paint manufacturing corporation and Asia's second largest paints corporation. In 2015, it has the largest market share with 54.1% in the Indian paint industry.  Asian Paints is the tie-up with Berger International.

ASIAN PAINT LOGO

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ASIAN-PAINT-HOUSE

Chairman

Mr. K. B. S. Anand, B.Tech, PGDM, has been the M.D and Chief Executive Officer of Asian Paints Limited since April 1, 2012 and served as its President of a decorative business unit. Mr. Anand worked as Vice President of Sales & Marketing at Asian Paints Ltd. He has over 33 years of experience.

History

The company was begun in a garage in Mumbai with four friends Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and Arvind Vakil in February 1945. Asian Paints start again the market and reported annual turn over of ₹ 23 crore in 1952 but with only 2% PBT margin. By 1967 it became the Best paints manufacturer in the country.

The four families held together the majority shares of the company. But arguments started over the global rights in 1990s when the company expanded beyond India. The arguments resulted in Choksey selling their 13.7% shares and exit in 1997. Champaklal died on 20 July 1997 and his son Atul took over. After failed collaboration talks with the British company Imperial Chemical Industries, Choksey’s shares were jointly bought by the remaining three families and Unit Trust of India. As of 2008, the Choksi, Dani and Vakil families take a share of 47.81%.

Marketing and advertising

In 1950s the company launched a “washable distemper”, which was a balance between the cheap dry distemper that uncovered easily and the more expensive plastic emulsions. Expanding their brand Tractor Distemper, the company used “Don’t lose your temper, use Tractor Distemper” in their advertisings. In 1954, “Gattu” – a playful boy with a paint bucket in his hand – was launched as mascot. Created by R. K. Laxman, the mascot found appeal with the middle-classes.

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SPOT LIGHT

He was used only in print ads and packaging till 1970s and by 1990s was also seen on television advertisements. the advertising agency joined with Asian Paints,  to launched a marketing strategy by focusing on festive occasions in 1980s with their tag line “Har Ghar Kuch Kehta Hain” (Every home says something about its owner). Relating with festivals and important life events like marriages, festivals and child birth, the company advertised it as an occasion to paint homes by connecting on emotional level. In 1990s, the advertisements focused on the home exteriors focusing on how the paints could hold the exteriors timeless.