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History

Today

Asian Paints becomes the 10th largest decorative paint company in the world Asian Paints is more than twice the size of its nearest competitor It is one of the most admired companies in India Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated SAP - ERP & i2 - SCM solution Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu Business Line; Most admired company to work for by ET-BT survey, 2000 On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into Growth, Decorative and International business units and adopted SCM and ERP technology Asian Paints aims to become the 5th largest decorative paint company in the world

1967

Asian Paints emerges as India's leading paint company ahead of any international competition.

1957 - 66

The family-owned company makes the transition to a professionally managed organisation. British company Balmer Lawrie rejects the products of a giant British paint company in favour of Asian Paints. Asian Paints embarks on an ambitious grassroots marketing campaign, partnering with thousands of dealers in small towns all over India.

1954

Asian Paints mascot, Gattu, the mischievous kid, is born.

1945

Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to reach consumers in the remotest corners of the country with small packs."

1st February, 1942

Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage on Foras Road, Bombay. They name their company 'The Asian Oil & Paint Company', a name that they picked randomly from a telephone directory.

Vision
Asian Paints aims to become one of the top five Decorative coatings companies world-wide by leveraging its expertise in the higher growth emerging markets. Simultaneously, the company intends to build long term value in the Industrial coatings business through alliances with established global partners.

Indian Plants

Asian Plants Bhandup (Maharashtra) in India

Asian Plants Kasna (Uttar Pradesh) in India

Asian Plants Sriperumbudur in India

Asian Plants

Manufacturing Facilities
Asian Paints along with its subsidiaries has operations in 17 countries across the world and 23 paint manufacturing facilities, servicing consumers in 65 countries through Berger International, SCIB Paints-Egypt, Asian Paints, Apco Coatings and Taubmans. Asian Paints operates in 5 regions across the world viz. South Asia, South East Asia, South Pacific, Middle East and Caribbean region through the five corporate brands viz. Asian Paints, Berger International, SCIB Paints, Apco Coatings and Taubmans. In 7 markets, it operates through its subsidiary, Berger International Limited; in Egypt through SCIB Paints; in 5 markets in the South Pacific it operates through Apco Coatings and in Fiji and Samoa it also operates through Taubmans. Country Manufacturing Countries Company Location No. Plants South Asia 1 India 9 Bhandup, Ankleshwar, Patancheru, Kasna, Sriperumbudur, Rohtak, Sarigam, Baddi, Taloja 2 SriLanka 1 Asian Paints 3 Nepal 1 Asian Paints 4 Bangladesh 1 Asian Paints South East Asia 5 Singapore 1 Berger International South Pacific 6 Tonga Asian Paints 7 Fiji 1 Asian Paints & Taubmans 8 Samoa 1 Taubmans Islands 9 Vanuatu 1 Asian Paints 10 Solomon Asian Paints Islands Middle East 11 Oman 1 Berger International 12 Bahrain 1 Berger International 13 Dubai 1 Berger International 14 Egypt 1 SCIB Paints Caribbean 15 Jamaica 1 Berger International 16 Barbados 1 Berger International 17 Trinidad & 1 Berger International Tobago

Total

23

Supply Chain
Asian Paints has harnessed the powers of state-of-the-art supply chain system using cutting edge technology to integrate all its plants, regional distribution centres, outside processing centres and branches in India. All the company's paints plants in India, two chemical plants, 18 processing centres, 350 raw material and intermediate goods suppliers, 140 packing material vendors, 6 regional distribution centres, 72 depots are integrated. The supply chain runs through a wide spectrum of functions right from materials planning to procurement to primary distribution. It has played a pivotal role in improving operational efficiencies and creating agile procurement, production and delivery systems. It has also enhanced the flexibility of operations, lowered output time and reduced delivery costs, while improving customer-servicing levels and profitability. The Supply Chain Management is backed by IT efforts that help the company in demand forecasting, deriving optimal plant, depot and SKU combinations, streamlining vendor relationships, reducing procurement costs and scheduling production processes for individual factories.

Human Resources
Asian Paints believes that people are its strongest assets, for a company can go only as high as its people aim. It is people who innovate and invent, and who engineer the efficiencies that make a business succeed. It is they who drive growth and lead to greater heights. At Asian Paints, our human resources systems are designed to create a focused, performance oriented and agile company. A talent pool of over 4700 employees employed across 23 countries bring in a unique blend of mindsets and skills. An open and interactive work culture brings out the best in our people. A sense of ownership and freedom to experiment at their workplace brings out creativity and innovation in every individual. Excellent training is provided to develop leaders and re-strengthen competencies from within the organisation. Besides encouraging achievers from within the organisation, we

absorb the best talent from some of the best management and technology institutes in the country. We hire people who are best suited to the job and whose personal goals are in alignment with our corporate purpose. Thus, the task is cut out for every individual within the framework of result-orientation, market insight, customer perspective, trust, respect and problem solving. The commitment of our people and their sense of discipline and ownership continues to drive growth for our company.

Retail Initiatives
Customers - the very core of all our business activities. From the beginning, Asian Paints has fostered a customer-centric approach to business. A simple but unbeatable concept of "going where the customer is" drives all our retail strategies. In the early 90s, for the first time in the paint industry Asian Paints offered the consumer over 150 shades. The concept was extended to the dealer shops through Colour World in the mid90s, where Asian Paints began offering over 1000 shades. The introduction of Colour World provided a new direction for the paint industry into the age of retailing by providing the consumer - a service interface. With only a limited set of bases and colourants, manufactured and transported throughout the supply chain, Asian Paints provided a choice of innumerable shades to the customer through a technology of tinting at the last retail store. With the introduction of Colour World, almost all wall-finishes from Asian Paints offer a wide range and choice in colours be it for interior or exterior application. It has been our endeavour to reach out to our customers not only with our products but also with value-added services and initiatives. The Asian Paints Helpline introduced few years ago is a toll free service where consumers call and ask queries related to painting. The company has now extended this service to ASIAN PAINTS HOME SOLUTIONS, which offers painting services in addition to the paint. This service is available in 10 cities viz - Hyderabad, Bangalore, Kolkata, Delhi, Chennai, Ahmedabad, Mumbai, Pune, Coimbatore & Cochin. The company entered into a new foray of prediction of colour trends in India. Intensive research is carried out with interior designers, architects and the fashion community to arrive at trend movements in colour each year. The study being done for the second year is termed ColourNEXT 2006, which is a collection of 15 shades predicted to be the trendiest and most happening colours in decor space in 2006. This study has helped consumers get an insight into the latest trends in colour. This exercise has also gone a long way in helping various industries decide their colour combinations for a range of products ranging from furnishings, floorings to home accessories. Another important area was the offer of painting solutions for children with the launch of Kids World. A foray into Kids' World marks yet another milestone wherein the company offers painting designs for Kids Rooms as well as Kids Corners. For the first time, an attempt has been made to invite the customer to get into a Do-It-Yourself mode with these designs.

Royale Play is another innovative concept introduced by the company. It is a collection of innovative and ready-to-use special effect finishes for interior walls, comprising a range of special effects. And each of these effects are available in a shade palette that is fitting for that effect in interesting colour combinations. The revolutionary product gives wall paint a whole new usage. Now, along with colour, you can give your walls dimension, texture and life. Asian Paints efforts are continuously on to engage the consumer in the painting process and fulfill all the requirements related to the world of painting.

Information Technology
Information technology (IT) plays a key role in enabling the company to grow and generate profits. Asian Paints is the only company in India to have integrated Supply Chain Management (SCM) Solution from i2 Technologies, and Enterprise Resource Planning (ERP) solution from SAP. With these IT tools firmly in place and with the backing of an extensive communication platform, we are an internally enabled enterprise. The road ahead is to integrate all our stakeholders including suppliers, employees and customers and create an extended enterprise. Asian Paints has launched a supplier portal that includes an automated digital document exchange facility that will improve the efficiency and effectiveness of interaction with suppliers. An employee portal has also been set up. Customer Relations Management (CRM) tools are being used in Asian Paints Helpline and Home Solutions initiatives. The successful deployment of ERP, CRM, Business Intelligence and Portal software from leading solution providers and integrated SCM systems has helped improve efficiency in the business as well as increase the transparency and accuracy of information across the company. In order to affect 24x7 availability of our IT infrastructure, we are setting up a disaster recovery site in South India. To match the pace of growth of our international business, we are focusing on improving transaction systems and messaging platforms. Implementing of a portal platform for improved collaboration and sharing of information across all geographies is already underway.

Research and Development


At Asian Paints, Research & Development has played a significant role in the growth of the organization. The company has continuously invested in R&D. The entire decorative coatings portfolio for the Indian market and for overseas ventures has been developed in-house. Our technologists not only develop new products and improve upon existing formulations; but also act as a pillar of support to other functions, viz

Supports Manufacturing in process cycle time reduction & improves productivity by alternate / break through processes Provides solutions to environmental issues by minimizing waste at the time of generation and also in recycling

Aids Marketing in providing technical tools/USPs to demonstrate and push new products Support Materials by providing new Raw Materials as alternate to current one to give them negotiating power and also alternate vendors for supply chain flexibility

Awards & Recognition


Asian Paints included in Asia's Fab 50 List by Forbes Asia Magazine (Sept 2011 Issue) Asian Paints ranked 13th amongst the top paint companies in the world by Coatings World - Top Companies Report 2010 (July 2011 Issue). Mr. P M Murty, MD & CEO, Asian Paints conferred upon the 'CEO of the Year' award by Business Standard, one of Indias leading business daily (March 2011) Asian Paints receives the Best Audit Committee Award from the Asian Centre for Corporate Governance & Sustainability (Feb 2011) Awarded the "Sword of Honour" by the British Safety Council for all the paint plants in India. This award is considered as the pinnacle of achievement in safety across the world. Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms' of Asia in 2005. The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005. Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in 2003.

Products of asian paints Ancillaries

Ancillaries

Product Name: Asian Paints Decoprime Wall Primer WT Description:Asian Paints Deco-Prime Wall Primer (WT) can be used as primer for painting of water-based wall finishes such sa distempers & plastic emulsion paints.Its special features are easy brushing,excellent covering,alkali resistance,quick drying & good sealing properties.It is specially fortified with fungicides.

Product Name: Asian Paints Decoprime Wall Primer ST Description: Asian Paints Deco-Prime Wall Primer (ST) is suitable for use as primerfor masonary topcoats like distempers, emulsions,lustre & matt wall finishes.It helps in providing a suitable surface for applicationof subsequent coats of putty & finish paint.It seta fast,has good sealing properties,good resistance to wall alkalinity, moisture & fungus.

Products infomation sheet

Product Name: Asian Paints Acrylic Wall Putty Description:Asian Paints Acrylic Wall Putty is water_based putty.It is one of the best product of its kind available in the market.It provides a very strong durable foundation & brings out the best performance from the finish paints.both in looks & durability.

Products infomation sheet

Product Name: Asian Paints Exterior Wall Putty Description: Asian Paints Exterior Wall putty is a specially designed product based on white cement, redispersible polymer & functional additives for application on exterior rough plasters to give a smooth finish.

Products infomation sheet

Product Name: Asian Paints Wood Primer Description:Asian Paints Wood Primer is specially formulated to protect wood.It has an excellent sealing & filling properties which protects wood from swelling due to absorption moisture.Wood Primer penetrates wood fibre & gives excellent adhesion to substrates & also serves as a sound base for application of undercoats & finishing coats.It also protects the finish coat from exudation of resinous matter oozing out from wood.

Products infomation sheet

Product Name: Asian Paints Exterior Wall Primer Description: Asian Paints Exterior Primer is water-based wall coating suitable for application on exteriors as an undercoat to exterior emulsions.It has a good opacity & whiteness, which helps improve the appearance of the emulsion top coat.Exterior Wall Primers doesnot chalk & can be applied on freshly plastered surfaces that are adequately cured.It doesnot require any water curing.

Products infomation sheet

We help you find the best paint suited to the surface you want to paint. Choose from a variety of Decorative Product range fitting into your budget. Explore and find the right product with complete details.

Exterior Walls

Asian Paints offers a range of emulsion paints for your exterior walls. You can choose from ACE, Apex, Apex Ultima, Apex Duracast and more, based on the specific demand of surface area.
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Interior Walls

Distempers
Distempers offer strong performance to the interior wall surface in terms of protection and adhesion. Tractor Acrylic Distemper, with better durability, is one of the best performing distemper made by Asian Paints.
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Emulsions
Interior emulsions are advanced water based paints with better quality and shade range. Adhesion to wall surface, anti fungal properties and durability is more in emulsions. Check out products range for more information.
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Texture
Royale Play textures brings design and visual appeal to otherwise plain walls and gives them dimension, gives them life. In its new Avatar, the Royale Play range is far richer and has something on offer, for every dream wall.
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Metal Surfaces

Suitable for metal surfaces, this enamel product brings a suitable effect. With different surface preparation and undercoat system, read the directions for usage carefully before application.

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Wood Surfaces

Clear Finish
Clear Finishes act as protective coatings providing a high degree of resistance from water, dirt, grime, chemicals and abrasion, along with enhancing the natural beauty of the wood.
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Opaque Finish
Wood Palette, the range of opaque wood finishes from Asian Paints brings you a high gloss, tough scratch proof coloured wood finish that brings new style and sophistication thats beautiful and stays that way under heavy usage.
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Enamels
These are essentially enamel paints suitable for wood surfaces. With different surface preparation and undercoat system, read the directions for usage carefully before application.
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