Asian Paints

Vision of the company
To be the fore runner of inspiring décor and to

actively empower customers to create their dream
homes.
Mission
To provide paints as per market demand, ensuring
desired level and quality of customer (dealer)
service,continued availability of the right product mix
of right quality at the right time
History of the Company

The company has come a long way since its small
beginnings in 1942. It was set up as a partnership firm
by four friends who were willing to take on the world's
biggest, most famous paint companies operating in
India at that time. Over the course of 25 years, Asian
Paints became a corporate force and India's leading
paints company. Driven by its strong consumer-focus
and innovative spirit, the company has been the market
leader in paints since 1967.
Today, it is double the size of any other paint company
in India. Asian Paints manufactures a wide range of
paints for decorative and industrial use.
Key Managerial Position
Jigish Choksi Additional/Non – Executive
Director
Suresh Narayanan Independent Director
Manish Choksi Non-Executive Vice Chairman
Dr. S. Sivaram Independent Director
M. K. Sharma Independent Director
Pallavi Shroff Independent Director
Abhay Vakil Non-Executive Director
Ashwin Dani Non-Executive Chairman
Amrita Vakil Non-Executive Director
Deepak Satwalekar Independent Director
R. Seshasayee Independent Director
Malav Dani Non-Executive Director
Vibha Paul Rishi Independent Director
K.B.S. Anand Managing Director & CEO
Asian Paints Limited
It is an Indian multinational paint company
headquartered in Mumbai, Maharashtra.[2] 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 largest and Asia's third
largest paints corporation.
As of 2015, it has the largest market share
with 54.1% in the Indian paint industry.
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 1990s, the advertisements focused on the
home exteriors focusing on how the paints
could keep the exteriors timeless.[10] The
company revamped its corporate identity in
2000s and axed Gattu as their mascot and
later changed its "Asian Paints" logo to the
shorter "AP" mnemonic
Currently
Asian Paints operates in 15 countries and

has 26 paint manufacturing facilities in the
world servicing consumers in over 60
countries. Besides Asian Paints, the group
operates around the world through its
subsidiaries Asian Paints Berger, Apco
Coatings, SCIB Paints, Taubmans, Causeway
Paints and Kadisco Asian Paints.
Asian Paints manufactures wide range of

paints for Decorative and Industrial use.
Vertical integration has seen Asian Paints

diversify into chemical products such as
Phthalic Anhydride and Pentaerythritol,
which are used in the paint manufacturing
process. The company has discontinued
production of Phthalic Anhydride from end
of July 2017.
In the Home Improvement and Décor
category, the company is present in the
Kitchen and Bath fittings space and offers
various products under Sleek and Ess Ess
brand respectively.
Global Presence
Today, the Asian Paints group operates in
15 countries across the world across four
regions viz. Asia, Middle East, South Pacific
and Africa through the eight corporate
brands viz. Asian Paints, Asian Paints
Berger, SCIB Paints, Apco Coatings,
Taubmans, Causeway Paints and Kadisco.
In June 2014, Asian Paints acquired the
entire front and sales business including
Brands, Network and Sales Infrastructure of
Ess Ess Bathroom products Pvt Ltd
Recently, the company has introduced

‘Royale’ – premium range of bath fittings as
well as ‘Bathsense’ – sanitary ware range of
products for the evolving consumer.
Both, the Kitchen and Bath business have

been co-branded with Asian Paints.

Asian Paints

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Asian Paints

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Vision of the company

To be the fore runner of inspiring décor and to

History of the Company

Marketing and advertising

In 1950s, the company launched a

Asian Paints operates in 15 countries and

Asian Paints manufactures wide range of

Vertical integration has seen Asian Paints

Recently, the company has introduced

Both, the Kitchen and Bath business have

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