History[edit]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[citation needed].1945 Asian Paints touches a turnover of Rs. 3,50,000[citation needed]1957 66 The family-owned company makes the change to a professionally managed organisation.Major products and services[edit]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.[4]Industrial coatings: Protective coatings, Floor coatings, Road markings.[5]Ancillaries: Wall primer, Acrylic Wall Putty, Exterior Wall Putty, Wood Primer.[6]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.[7] 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.Forbes listing[edit]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.Financial deals[edit]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 5050 joint venture named Asian PPG Industries Ltd (APPG).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 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 EthiopiaRevenue[edit]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.International operations[edit]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. 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).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.Group subsidiaries[edit]1) Apco Coatings is a subsidiary of Asian Paints in the South Pacific islands. Asian Paints operates in Australia, Fiji, Tonga, Solomon Islands and Vanuatu under the brand name of Apco Coatings.APCO COATINGS2) Asian Paints Industrial Coatings Limited has been set up3) 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. 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 exps of the Company at its meeting held on 8 August 2013 have approved the infusion of Rs 997.8million for 51% stake in Sleek International Private Limited (SIPL). Post the infusion, the company would hold 51% stake in SIPL, said statement from Asian Paints.[8]Campaigns[edit]Gattu, the mascot[edit]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[9][10] After over four decades, it was eventually phased out after 2002, when company's advertising agency Ogilvy & Mather (O&M) initiated a rebranding exercise.[11]Logo change[edit]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.

Asian Paints Limited was established way back on February 1,1942 and today stands as Indias largest paint company and Asias third largest paint company with an annual turnover of Rs 5,463 crore. Presently the company is having its presence in 22 countries with 28 manufacturing locations, over 2500 SKUs, Integrated SAP - ERP & i2 - SCM solution. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International, Apco Coatings, SCIB Paints and Taubmans. The company manufactures paints in the category of Decorative, Automative and Industrial segment. Apart from these the company also manufactures various Acessories like, Wall Primar, Wood Primer, Putty and Stainers etc. Asian Paints along with its subsidiaries has operations in 20 countries across the world and 28 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 10 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.

The company is having its strategically located Indian plants at Bhandup (Maharashtra), Kasna (Uttar Pradesh) and Sriperumbudur (Tamil Nadu), Ankleshwar (Gujarat), Patancheru (Andhra Pradesh) and the newly built plant at Rohtak (Haryana). The company is having 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 companys 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 company is having a big and experienced R&D team which has successfully managed to develop High-end exterior finished and wood finishes in-house, which was earlier imported into the country. These products are currently marketed under Asian Paints Elastomeric Hi-Stretch Exterior paint and Asian Paints PU wood finish respectively. The company is having three subsidiaries viz, Apco Coatings - it is a subsidiary of Asian Paints in the South Pacific islands. The company operates in Australia, Fiji, Tonga, Solomon Islands and Vanuatu under the brand name of Apco Coatings. The other subsidiary of the company is Asian Paints Industrial Coatings Limited which has been set up to cater to the powder coatings market which is one of the fastest growing segments in the industrial coatings market. Berger International Limited in November 2002, 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.Asian Paints participates in the Industrial Coatings segment directly, through a 50:50 JV with PPG Inc. of US as well as through a 100% subsidiary On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and has adopted SCM and ERP technology. Asian Paints aims to become the 5th largest decorative paint company in the world Product range of the company includes: Automotive Paints Decorative Paints Industrial Paints Ancillaries - Range of ancillaries like primers, fillers stainers, and a lot more. Milestones: 2011- Asian Paints has informed that the two plants of the company's subsidiary, SCIB Chemicals SAE, Egypt which were shut due to prolonged curfew have restarted the operations partially with effect from February 06, 2011. 2010- Asian Paints announced the commencement of commercial production at its new paint manufacturing facility in Rohtak, Haryana. 2008- The company performs Bhoomi Pooja at its proposed paint plant site at Rohtak in Haryana. 2007- Asian Paints enter into a share purchase agreement for the sale of its stake in Asian Paints Queensland. 2006- Asian Paint Consolidated TurnOver Crosses Rs. 3000 crore. 2005- Four Asian Paints Plants Conferred With Sword of Honour By the British Safety Council. 2004- Asian Paints is the only Paint Company in the World to be awarded the Forbes Best under a Billion companies in the world. 2003- Asian Paints (India) awarded the 9.2% stake after emerging the highest bidder at a bid price of Rs 205 per share for a total value of Rs 77.09 crore. 2003- Berger International (BIL) the Singapore based subsidiary of Asian Paints, Asia s fourth largest paint company, has entered into a technical consultancy and advice arrangement with Berger Paints Pakistan Limited, the second largest paint company in Pakistan. 1957 - 66- The family-owned company makes the transition to a professionally managed organisation. British company Balmer Lawrie rejects the products of a giant British paint company in favour of Asian Paints. Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands of dealers in small towns all over India. 1967 - Asian Paints emerges as India's leading paint company ahead of any international competition. 1945 - Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy 'to reach consumers in the remotest corners of the country with small packs.' 1954 - Asian Paints mascot, Gattu, the mischievous kid, is born. 1st February, 1942 - Armed with little knowledge and great determination, Champaklal H. Choksey, 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', a name that they picked randomly from a telephone directory. Achievements/ recognition: Asian Paints is the 10th largest decorative paint company in the world 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. 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. 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. Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most admired company to work for by ET-BT survey, 2000

Product NameYearMonthSales QuantitySales Value(Rs.Million)% of STO

Paints, Enamels, Varnishes and Blacks2014030.00114458.4094.07

Paints, Putty, Colourworld Machines and Others - Traded2014030.004153.903.41

Others2014030.001813.501.49

Sale of Services - Revenue from Home Solutions Operations2014030.0043.500.04

Other Operating Revenues - Colour Consultancy Income2014030.0015.300.01

Paints, Enamels, Varnishes and Blacks2013030.00100019.60

Paints, Putty, Colourworld Machines and Others - Traded2013030.002793.602.67

Others2013030.001236.801.18

Other Operating Revenues - Processing and Service Income2013030.00434.100.41

Sale of Services - Revenue from Home Solutions Operations2013

Other Operating Revenues - Scrap Sales2013030.0067.900.06

Other Operating Revenues - Subsidy from State Government2013030.003.100.00

Other Operating Revenues - Lease Rent2013030.000.600.00

STP

SegmentCaters to all segments with brand Royale aimed at premium segment and rest at mass market.

Target GroupHome-owners, industries-hotels, education, healthcare, agro & manufacturing equipment and automobile etc. infrastructure, govt. buildings

PositioningA complete array of products to cater to everyone.

SWOT Analysis

Strength 1. The largest paint company in India and third largest company in Asia2. They have over 50% of market share and are clear leaders decorative paints and are strong competitors to Kansai Nerolac to be leaders in Industrial paints and coatings.3. They operate in 17 countries and have 24 manufacturing facilities providing service to 65 countries all over the world.4. Asian paints has strong international presence with its four 4 subsidiaries; Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.5. Most renowned brand in Indian Paint Industry & its strong customer focus and innovative-spirit has made it market leader since 1968.6. Superior technologies deployed to achieve maintain the competitive edge for eg. Supply chain management system that integrates plants, regional distribution centers, outside processing centers etc. hence they have strongest supply chain system with7. They have maintained their brand name and increased awareness by unique ways of advertising and roping in celebrities like Saif Ali Khan.8. The company has strong financials.

Weakness1. Limited market share in industrial paints segment with Kansai Nerolac and Akzonobel giving stiff competition.2.In decorative paints Industry Customer tastes and perceptions change very fast and products may become obsolete with change in trends, hence production planning and inventory problem.

Opportunity1. Big an international standard paint company it should look for more opportunities abroad2. There is a good scope for growth especially in industrial paints category3. Needs to have more focus on Automobile industry in industrial paints segment4. Competitors are going for Hi-tech process and Asian paints with good financial and intellectual capital can go for hi-tech.

Threats1. Growth prone to slowdown effects2.Stringent Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are given more emphasis3.Raw material scarcity and volatlility in prices.

SWOT ANALYSIS OF ASIAN PAINTS SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an

organization) and threats (potential unfavorable conditions for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite thesimplicity in creation. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) andexternal issues (opportunities and threats).SWOT analysis is done for a company, to find out its overall Strengths, Weaknesses,Threats and opportunities leading to gauging the competitive potential of the company.The SWOT Analysis enables a company to recognize its market standing and adopt strategies accordingly. Here SWOT analysis of Asian Paints is made to understand the positioning of the company better.2.1. Strengths:1.Market leaders with 35% market share in the organized sector, the closest competitor does not have even half of APs share;2.Comprehensive nation wide coverage of the market urban, semi-urban and rural areas. They have quite a number of brands, covering all segments and filling all gaps. For example, they have brands in different price slots like Utsav for rural lower-end markets and Apcolite for high end-markets;

3. APs logo Gattu, an impish boy with the paint tin and brush, is most popular and easily recognized;4.Widest product range in terms of products, shades, pack sizes - 40 different decoratives, some in 150 shades, 8 different pack sizes;5.Unlike its competitors who concentrate only in urban areas, AP is found everywhere. It has a country wide distribution 6.

Market leader: Asian Paints is the largest paintcompany in India with a market share of 32.4%. It isalso the 3rd largest in Asia and among the top 10decorative paint companies in the world. Capacity expansion plans: The company has alreadycommenced its Rohtak operations recently that has acapacity of 1.5 lakh kl per annum. In addition to this ithas plans for greenfield expansion of 4 lakh tonnes inMaharashtra and 1 lakh tonnes per annum in AP. Pricing power: Asian paints has had four price hikes inCY2010. It intends to raise product prices again if theraw material prices keep going northwards.Manufactures PAN: The company manufacturesPhthalic Anhydride (PAN), a key raw material.Wide distribution network: Comprising of 90 depotsand 27,000 retailers.Weaknesses Industrial business performing below par: Theindustrial business of the company has performed belowexpectations, though the decorative business has donevery well. The automotive business has performed inline with expectations. Subject to regulatory approvals,Asian Paints is planning to have a second joint venturewith PPG industries. Both the joint ventures wouldcover the entire gamut of the non-decorative paintbusiness. Asian Paints would leverage PPG's technologyand customer relationships around the globe.Hiccups in international business: The middle eastbusiness is being hampered by strife in Egypt &Bahrain.The Caribbean sales also dipped in Q3FY11.But Asia & South Pacific business has been doing well. International presence restricted to small pockets:Asian Paints need to spread its business to big centresworldwide, to become a true multinational.Opportunities Fast growing Indian economy: The fast growingIndian economy and a growth in the realty andconstruction industries presents a big opportunity forAsian Paints. Shorter repainting cycles: The growing affluence ofthe Indian people is resulting in shorter repainting cyclesbenefiting the paint industry.Growth in the tier II and III towns: The paint demandin these towns is growing at a faster rate than the tier Icities. Steady growth in industry volumes: The paint industryhas shown an average volume growth of 15.3% in thepast six years and the growth is expected to be 16% inFY12. Expected decrease in the use of distemper in future:Increase in enamels & emulsion use would have apositive impact on company's margins.Threats Competition from the world majors: Major worldplayers like Jotun, Nippon and Sherwin Williams arenow competiting with Asian Paints in the domesticIndian markets. Competition from the unorganized sector: Theunorganized sector, though fragmented holds a ~35%share of the Indian paint industry and gives toughcompetition to established players. Rising cost of raw materials: The input costs for AsianPaints and the other players in the industry are rising.The price of crude derivatives and titanium dioxide, twokey inputs has seen a sharp upswing. Slowdown in the economic growth: The paint industryfortunes are positively co-related to the growth of theeconomy.Unstable political situation in middle east: This regionaccounts for over 50% of company's international sales.