Download - Indian decorative paint industry
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Indian Decorative Paint Industry
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Introduction
The Indian Paint Industry has been growing at a rate of near about 15% for the past few years.
The industry is estimated at around Rs. 21000 Cr.
The per capita consumption in India is 1.5kgs p.a., as compared to the global average of 15kgs p.a.
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History of Paints
The Indian Paint Industry was initiated in 1902, when Shalimar Paints set-up its first factory in Kolkata.
After liberalization, as the excise duties got drastically reduced (from 40% to 16%), the industry recorded a healthy growth of 12-13% annually.
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Segmentation of Paint Industry
Indian Paint Industry
Decorative Industrial
DistemperEmulsions
Mainly Villages
Generally in Cities
Automobiles Marine Paints
& others
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Market Segmentation
Decorative: Major segments in decorative include exterior wall paints, interior wall paints, wood finishes and enamel and ancillary products such as primers, putties etc.
Decorative paints account for over 70% of the overall paint market in India.
Demand for decorative paints arises from household painting, architectural and other display purposes.
Demand in the festive season (September-December) is significant, as compared to other periods.
Contd.
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Market Segmentation
Industrial: Three main segments of the industrial sector include automotive coatings, powder coatings and protective coatings. User industries for industrial paints include automobiles
engineering and consumer durables. The industrial paints segment is far more technology intensive
than the decorative segment.
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Major Players in Indian Paint Industry
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Decorative Paints
Exterior PaintsInterior Paints
Wall-Emulsion-Distemper
Metal-Enamel
Wood
Emulsion
Textured
Cement
Types of Decorative Paints
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Asian Paints Royale luxury Emulsion
Interior Paints (Emulsion)
Dulax Velvet Touch
Silk
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Interior Paints (Distemper)
Tractor Distemper Bison DistemperBeauty Distemper
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Interior Paints Metal & Wood (Enamel)
Apcolite Premium Gloss Enamel
Synthetic Enamel
Luxol
Gloss Premium Enamel
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Exterior Paints
Tartaruga (Textured) Snowcem Plus (Cement)
Weather Shield MAXApex Ultima
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Price of Products (Interior)Segment Product Price (per lt.) Company
Walls (Emulsion) Royal Rs. 360-450 Asian PaintsWalls (Emulsion) Velvet Touch Rs. 360-450 ICI DulaxWalls (Emulsion) Impression Rs. 360-450 Nerolac PaintsWalls (Emulsion) Silk Rs. 360-450 Berger PaintsWalls (Emulsion) Premium Rs. 250-280 Asian PaintsWalls (Emulsion) Super Smooth Rs. 250-280 ICI DulaxWalls (Distemper) Tractor Rs. 60-80 (per
lt.)Asian Paints
Walls (Distemper) Bison Rs. 65-80(per lt.)
Berger Paints
Metal & Woods Dulax Gloss Premium Enamel
Rs. 200-230 ICI Dulax
Metal & Woods Synthetic Enamel Rs. 200-270 Nerolac PaintsMetal & Woods Luxol Rs. 200-270 Berger PaintsMetal & Woods Apcolite Premium
Gloss EnamelRs. 200-270 Asian Paints
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Price of Products (Exterior)
Segment Product Price (per lt.) Company
Walls (Emulsion) Apex Ultima Rs. 350-400 Asian Paints
Walls (Emulsion) Dulax weather Shield Max
Rs. 350-400
ICI Dulax
Walls (Emulsion) Apex Rs. 250-300 Asian Paints
Walls (Emulsion) Dulax weather Shield
Rs. 250-300 ICI Dulax
Walls (Emulsion) Weather coat All Guard
Rs. 250-300 Berger Paints
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Mechanism of Paints
Major InputsMajor
ProductsEnd User
Raw Materials (56%)
Selling & Administration
expenses (23%)
Employee Cost (12%)
Decorative Products: Paint
Emulsions, Enamels, Distempers, Wood
Finishes, Metal Finishes etc.
Industrial Products: Powder Coating, Floor Coating,
Surface Coating etc.
Households, Construction firms (70%)
AutomobilesConsumer GoodsMarine Industry
(30%)
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Components of Paints
Raw Materials: On an average, raw materials constitute 56% of the total expenditure in paint companies.
• Titanium dioxide is one of the major raw materials and price fluctuations in its cost have direct and substantial impact on the cost of production.
• Crude oil derivatives are the other major raw materials and have similar impact.
• Apart from these a large number of other raw materials are used for adding/giving specific properties to the wide product range offered by the industry.
Contd.
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Components of Paints
• End-User: The decorative paints segment products find use in households and construction whereas the industrial segment products find use in automotive industry, consumer durables industry.
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Sales of Companies
Asian Paints Kansai Nero-lac
Berger Paints
ICI Paints Shalimar Paints
Net Sales(FY2011) in Cr.
6607.2 2266.2 2096.2 1087.6 404.4
500150025003500450055006500
Net Sales(FY2011) in Cr.
Qua
ntity
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Market Shares of Companies (Contd.)
32%
11%11%6%5%
35%
Asian PaintsKansai NerolacBerger PaintsICI PaintsOthersUnorganised
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Distribution Process of Paints
Paint Manufactures
Regional Warehouses
Company Dealer
Customers
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Factors affecting Paint Industry
• Increasing level of income & education• Increasing urbanisation• Increasing share of organised sector• Development of the Realty, Automobile and Infrastructure
sector• Availability of financing options• Increasing Penetration in the Rural Markets
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New concepts of Paints
• Multi coloured room concept.• Lead free colour.
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Nerolac_led free.FLV
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Conclusions
• Over the next few years, the ratio of industrial paints to decorative paints is expected to be 50:50, more in line with the global trend. Currently it is 30:70.
• Decorative paints segment is expected to witness higher growth going forward. The incentives given by the government to the housing sector have benefited the housing sector immensely. This will benefit key players in the long term.
• Within the decorative coatings segment, considerable growth is being observed in the exterior coatings segment. Paint manufacturers have launched premium products in this category, which are doing well due to superior quality and durability.
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References:
• www.indianmirror.com• www.bergerpaints.com• www.asianpaints.com• www.nerolac.com• www.competitiveness.in• www.stockshastra.moneyworks4me.com• www.equitymaster.com• Phulwari Paints, Bapuji Nagar, Bhubaneswar• Kunthia Brothers, Ravi Talkies, Bhubaneswar