Asain Paints

Har Ghar Kuch Kehta Hai

 Type: Public
 Founded: 1942
 Founders: Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and Arvind
Vakil
 Headquarters: Mumbai, Maharashtra, India
 Area served: Worldwide
 Key people: Ashwin Choksi (Non Executive Chairman), Ashwin Dani (Non
Executive Vice Chairman), K. B. S. Anand (CEO & MD), Abhay Vakil (Non
Executive Director)
 Products: Basic and industrial chemicals, decorative paints, industrial(re)
finishing products, coatings.
 Total assets: ₹6,205 crore (US$860 million) (2016)
 Number of employees: 6,067 (2016)

Introduction

Asian Paints Limited is an Indian multinational paint 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, bath fittings and providing of related services. Asian Paints is India's

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largest and Asia's second largest paints corporation. As of 2015, it has the largest
market share with 54.1% in the Indian paint industry. Asian Paints is the holding
company of Berger International.

History

The company was started in a garage in Mumbai by four friends Champaklal

Choksey, Chimanlal Choksi, Suryakant Dani and Arvind Vakil in February 1945.
During World War II and the Quit India Movement of 1942, a temporary ban on
paint imports left only foreign companies and Shalimar Paints in the market.
Asian Paints took up the market and reported annual turn over of ₹ 23 crore in
1952 but with only 2% PBT margin. By 1967 it became the leading paints
manufacturer in the country.

The four families together held the majority shares of the company. But disputes
started over the global rights in 1990s when the company expanded beyond India.
The disputes resulted in Choksey selling their 13.7% shares and exiting in 1997.
Champaklal died in July 1997 and his son Atul took over. After failed
collaboration talks with the British company Imperial Chemical Industries,
Choksey's shares were mutually bought by the remainder three family and Unit
Trust of India. As of 2008, the Choksi, Dani and Vakil families hold a share of
47.81%.
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Marketing and Advertising

In 1950s the company launched a "washable distemper", which was a

balance between the cheap dry distemper that peeled easily and the more
expensive plastic emulsions. Promoting their brand Tractor Distemper, the
company used "Don't lose your temper, use Tractor Distemper" in their
advertisings. In 1954, "Gattu" – a mischievous 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. He was used only in print advertisements and packaging
till 1970s and by 1990s was also seen on television advertisements. Gattu helped
in bringing the commodity-led business of painters to the actual end users of
home-owners.Ogilvy & Mather, the advertising agency associated with Asian
Paints, launched 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
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 keep the exteriors timeless. The
company revamped its corporate identity in 2000s and axed Gattu as their mascot
and later changed its "Asian Paint" logo to a shorter "AP".

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Vision:

Asain Paints want to be an innovative, agile, and responsive world class research
and technology organisation that’s aligned to future customer needs and catalyses
the growth of the company across existing and future businesses.

Corporate Social Responsibility:

While Asain Paints CSR approach focuses on the development of

communities around the vicinity of our plants, we have also developed innovative
programs that leverage its capabilities as a paint manufacturer and home
improvement service provider to enhance livelihoods of underserved communities
through vocational training and skills development.

CSR Focus Areas and Initiatives

Asain Paints CSR Policy focuses on four thrust areas

 Education

 Skills Development

 Healthcare/Hygiene and

 Water Management

Education

Asian Paints recognizes the importance of education as a powerful means to

reduce poverty and social inequality and hence this is a key impact area in its
growing CSR practice. They are committed to promoting access to quality
education particularly for disadvantaged communities that are located around our
facilities.

Their interventions include:

 Adoption and Infrastructure Development of Schools

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 Asain Paints

o Up gradation of school building

o Providing Chairs, Benches and other classroom aids

o Setting up libraries and science laboratories

 Enrolling students and community leaders on the importance of education

 Provision of Educational Resources to Students in the form of

o Training on computer usage

o Coaching assistance for Competitive Examinations

o Training girls in Self-Defense Techniques

o Workshops to enhance Soft Skills

 Scholarships for Higher Education

Our educational programs are implemented through our project partners and are
aimed at supporting every stage of a child’s educational cycle and preparing him
to move from childhood to livelihood

Market Share Of Asain Paints:

Asain Paints has major market coverage in India Over 56% of the market is
covered by Asain Paints

Awards & Recognitions

 Asian Paints was ranked 9th amongst the Top paint companies in the
world by Coatings World - Top Companies Report 2018
 Top Ranked Indian company in the “Forbes Most Innovative company
List” in 2017 (Ranked 8th in the world)
 Asian Paints included in the list of India's Super 50 companies by Forbes
India (August 2017 issue)
 Asian Paints was ranked 10th amongst the Top paint companies in the
world by Coatings World - Top Companies Report 2017 (July 2017 Issue).

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 Asian Paints wins ‘Outstanding Company of the year’ award for 2016 -
‘CNBC TV18 - India Business Leader Awards’
 Top Ranked Indian company in the “Forbes Most Innovative company
List” in 2016 (Ranked 18th in the world)
 Ranked 20th amongst Best Indian Brands – “Interbrand Best Indian Brand
study – 2016”
 Asian Paints was ranked 14th amongst the Top paint companies in the
world by Coatings World - Top Companies Report 2016 (July 2016 Issue).
 Asian Paints included in the list of India's Super 50 companies by Forbes
India (August 2016 issue).

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