History & Marketing Strategies of Asian Paints

Company Name – Asian Paints
Founder – Arvind R. Vakil, Champaklal Choksey, Suryakant Dani and Chimnalal Choksi  

As the 3rd largest in the entire Asian continent and the largest in Indian subcontinent, Asian Paints Limited is the multinational paint and coating manufacturer. From manufacturing to selling and distributing of basic as well as industrial chemicals such as paints and coatings,  and refinishing products, Asian Paints have its contribution to home décor, industry interior setup, bath fittings and so on.

Ashwin Dani is the Executive Chairman, Abhay Vakil is the non-Executive Director and K. B. S. Anand works as the MD and CEO of Asian Paints, the headquarters of which is in Mumbai, Maharashtra.  

How It All Started 

With around 55% market share in India, the journey of Asian Paints was not through the bed of flowers but the initiative started in a Gaiwadian garage residing in Girgaum – Mumbai. It was the turbulent year of 1942 when India was struggling for freedom from colonial rule of British during the World War II and there came the temporary ban of paint import which spared only some foreign companies as well as Shalimar Paints. 

The four ambitious friends namely Arvind Vakil, Suryakant Dani, Chimanlal Choksi and Champaklal Choksey aspired to challenge the most famous and some of the world’s largest paint manufacturing giants operating in Indian subcontinent. The dream found its foundation in February of 1945 with the setup of partnership firm. Gradually Asian Paints took up pace in Indian market and by 1952, it had INR 23 crore annual turnover with PBT margin of 2%. 

Consistency was the key to success of the Asian Paints as through the 25 years of span it strengthened its hold as leading corporate force in Indian market and in 1967, it was declared to be the leading paint manufacturing company. 

   

Launching 

With innovative spirit backed up by strong and consistent customer base, Asian Paints has been leading the market since 1967 with INR 168.43 billion group turnover. There have been disputes regarding global rights during 1990’s within the four partner families when expansion of business in abroad took place.

In 1997, Choksey exited the company by selling 13.7% shares, followed by the death of Champaklal in July post which Atul Choksey took over. Due to failed collaboration talks between Choksey and Imperial Chemical Industries, the Choksi, Dani and Vakil family along with Unit Trust of India bought the shares of Choksey and held 47.81% share according to 2008’s economical record. 

With skyrocketed growth, shareholder equity and professionalism, Asian Paints proudly operates within 26 manufacturing facilities in sixteen countries and serves consumers of more than 65 countries. The group also operates with subsidiaries like SCIB Paints, Causeway Paints, Berger International, Kadisco, Apco Coatings and Taubmans.  

 

Asian Paints’ Marketing Strategy And Interesting Reasons Behind Its Success

 

  • Along with wall coverings, adhesives and waterproofing, Asian Paints’ product portfolio includes all four segments for decorative paints namely interior and exterior wall finishes, wood finishes and enamel finishes. 
  • In partnership with USA’s PPG Inc which is a leading manufacturer of automotive coatings, Asian Paints seeks to meet the ever-growing requirement of automotive coating, industrial powder, protective coating, industrial light coating and industrial container markets of India. 
  • By the end of 2017’s July, it discontinued Phthalic Anhydride production and has diversified into production of Pentaerythritol for paint manufacturing. 
  • Under Ess Ess and Sleek brand, Asian Paints has delved into home décor and development category to manufacture various products regarding bath fittings and kitchen space. 

 

 

Asian Paints Campaigns 

The first ever successful campaign by Asian Paints was that of Tractor Distemper in 1954 where the widely popular mascot Gattu was seen with paint bucket in hand. For middle class people especially, the advertisement featuring an affordable washable distemper was quite appealing especially with the tagline “Don’t lose your temper, use Tractor Distemper”. The signature tagline of “Har Ghar Kuch Kehta Hai” (Every house tells some story about the owner) was born in 1980’s as Asian Paints tried to convey the idea of painting home in any festive occasions having emotional value like diwali, marriage, child birth etc. 

Asian Paints acquired the abbreviation of AP during the 2000’s after the marketing team revamped the corporate identity by getting rid of “Gattu”. In order to promote the Adhesive products, the “Screaming Furniture” film was campaigned by featuring ace actor Nawazuddin Siddiqui while the quirky tick-tock jingle was conceptualized for Asian Paints’ on-time painting facility.  

With more than 1.9 million followers on Facebook, more than 113000 followers on Twitter and over 350000 subscribers on YouTube, Asian Paints has been quite active on social media to reach out to audience from every segment and promote the newer campaigns with newer home décor ideas.

Besides, the regular giveaways, contests and features are obviously advantageous towards campaigning strategy. New contest videos along with décor tips were made as interesting as the campaign of “Where The Heart Is” featuring celebrities like Sourav Ganguly, Sushant Singh Rajput, Monica Dogra, Radhika Apte, Mandira Bedi and many more describing how color and home décor from Asian Paints played a significant role in their lifestyle. 

Quite recently, the #PeopleAddColour campaign of Asian Paints created a heart-warming depiction of how paying guests can be made close as families when they come to reside in the house refurbished with Asian Paints decals on walls. 

Another significant campaign towards promoting non-pollutant color was that of Royale Atmos. The advertisement was made successful and popular by leading actress Deepika Padukone as she was featured to be wearing mask at film set and even at indoor spaces. According to sales and marketing president, Amit Syngle, while outdoor air pollution is a matter of concern, the indoor air can be 5 times more polluted than that of outside. As the first of its kind, Royale Atmos was marketed to beautify indoor getup and alleviate indoor pollution of air. 

 

Conclusion

Operating in Asia, Africa, Middle East and South Pacific region, Asian Paints is not just an interior and exterior paint manufacturer but an organization that inspires people to create “home” rather than “house” so that the warmth between people remain intact. 

With more than 1800 color shades, themes and refreshing patterns to heighten up the ambience, Asian Paints lets the house owners calculate their budget and have an insight of how the room would look with the selected paints through the color visualiser. 

It is because of the tailored décor solutions offered by dedicated professionals and painting services with expert finish that Asian Paints is the most sought-after paint brand by not only the middle-class people but also renowned celebrities. 

Related Posts: