Marketing Strategies of Asian Paints Brand

Asian Paints is an Indian origin public limited company founded in the year 1942 by Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and Arvind Vakil.

It is headquartered in Mumbai, Maharashtra but operates globally. The focus areas of this company are in manufacturing and selling of paints, coatings and products which are related to bath fittings, home décor and related services. It is the leader in Indian market in the category and ranks no. 2 in Asia. As of 2015, it has the largest market share with 54.1% in the Indian paint industry.

#ColorfulFAct – Asian Paints is the holding company of Berger International.


› History of Asian Paints

In the month of February 1942 three friends decided to start this company in Mumbai.

During the ‘Quit India Movement’ and ‘World War II’ there was a ban on paint imports in the country which left only Shalimar paints (Shalimar Paints was founded in 1902 by two British entrepreneurs AN Turner and AC Wright as Shalimar Paints Color & Varnish Ltd.) and some foreign companies in the market. Asian Paints came into the market at this time and by the year 1952 it reported a turnover of Rs. 23 Crores and by the year 1967 it became the market leader.

The four families together held the majority shares of the company. However, there were many disputes which started to grow over the global rights in the 90s when the company decided to expand its offerings globally. The disputes resulted in Choksey selling their 13.7% shares and exiting in 1997. Champaklal died in July 1997 which made his son Atul took over the operations. The company then decided to collaborate with a British company called as ‘Imperial Chemical Industries’ which failed.

Choksey’s shares were mutually bought by the remaining families and The Unit Trust of India.

As of 2008, the Choksi, Dani and Vakil family holds a share of 47.81%.The company was founded in the year 1942 and the current MD is K.B.S Anand.

Asian Paints faces stiff competition in the market from its competitors:

  • Kansai Nerolac
  • Berger Paints
  • Jenson and Nicholson
  • Shalimar Paints


› Product Line of Asian Paints

Asian Paints is known for its decorative as well as Industrial paint offerings in the market. It also provides solutions for home paintings and related services. The products made by the brand are long lasting, leak proof, sun proof and washable. They come under the acrylic category of products.

The company offers the following:

  • Decorative Paints: The company is known for making wooden surface paints, metal surface paints, interior and exterior paints which can be used at homes and other commercial spaces.
  • Industrial Paints: The brand makes protective coatings, road markers and floor coatings under this category of paints.
  • Asian Paints Royale: This is an innovation and unique painting concept which was introduced by the brand. The painters are trained to paint the walls by using different kinds of paints and techniques which make the house stands out and look beautiful.
  • Ancillaries: These products are used before the painting process takes place. They include primers like wall and wood and putty like acrylic and exterior wall putty.


Asian paints also has products for the auto industry. This is a joint venture with a company called PPG Industry and together they form, PPG Asian Paints. The products include the manufacturing of plastic coatings and body coatings.

Asian Paints has its market in over 17 countries and has manufacturing units in 11 out of those 17 countries.

The operations of the brand are held in 5 regions viz., Caribbean region, Middle East region, South Pacific region, South-East Asia and South Asia. It also has a massive research and development center in India.

The pricing policy of the brand is very flexible. It has various sub brands under it so that it can be made available to any segment of the society. The product quality even of paints which are cheap is good. The strategy has been kept of value-based pricing policy with prices going up and down as per market situation.


› Marketing and Promotions of Asian Paints

In the year 1954 cartoonist R.K. Laxman created a mascot for the brand called ‘Gattu’. This cartoon became very popular at that time and is still remembered because of his long golden hair!

In the 2002, a rebranding was done by the brand and this mascot was then waived off by the company.

The new logo of the brand is very contemporary and depicts sophistication. The promotions done by the brand are always related to family values, homes and relationships. Their campaigns always have an emotional edge. The tagline of the brand is ‘Har Ghar Kuch Kehta Hai’

To promote this well, the brand had roped in popular Bollywood siblings – Saif Ali Khan and Soha Ali Khan for this campaign. They were endorsing the brand Asian Paints Royale.

The ads were done up very well and had a great emotional connect. There was a series of ads which was launched by the brand in this category.

However, Saif Ali Khan has done several other ads for the brand as well and has been associated with them for a very long time.


Deepika Padukone was also roped in by the brand and many ads focusing on the emotional and family values have been made by the brand featuring her. A few ads also feature Prakash Padukone (father) and Anisha Padukone (sister).



This is the latest campaign by the brand. The ads made in this campaign are unique and showcase the various types of paints manufactured by the brand for homes. The campaign focuses on parents who have their children living away and they give their homes on rent to other children.

The concept of the ads is brilliant, and it is depicted very well too.Again, the focus lies on the emotional angle and relationships between families.

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