According to a survey by one of India's leading business magazines, among more than 2,000 professional managers all over India, Asian Paints is acclaimed as one of the five most respected companies in India. In innovativeness and market orientation it was ranked second and as per the 1996-97 estimates of the Indian Paint Association, Asian Paints is the market leader with a share of 23%. But not content on resting its laurels, the Rs. 883 crore company has aggressively expanded its business horizons to exterior paints. An international player the company is the largest exporter of paints and allied products and has doubled its exports annually over the last two years. This superlative performance has come about through aggressive marketing and bV ensuring that it consistently meets stringent international standards.
Exteriors are generally ignored in India. But Asian Paints having a completely understanding of the psyche of the Indian market entered this market having perceived that there were no big players in the exterior segement. Earlier capturing the interiors decorative segment in India, the company realised the opportunities were immense in the exterior segment. The exterior segment earlier was entrenched in poor quality products marketed by the unorganised smaller units. The products that were in the use were maintly chuna or poor quality cement.
Asian Paints ushered in a new revolution by introducing the concept of new smooth finish exterior paint. The uchname of Asian Paints of course evoked respect and trust so entering the exterior segment did not pose any major problems. Besides, they were extremely value driven.
The Company has been able to build a strong equity fur its brands and a Ioyai customer base in India as well as many of 'he international markets in this segment too.
Exteriors of buildings especially in conditions like in India are continuouslyravaged by the environment. So the coating on exteriors should ideally be strong and tough as well as good to look at. Apcolite Apex and Ace exterior emulsion, two of the company's brands are the ideal answers to this demand. Ace exterior emulsion is an acrylic copolymer; emulsion based wall coatings for exteriors. It is best suited for application on exterior walls in dry or humid climates. Its unique formulation ensures that the product has excellent adhesion to different types of surfaces like cement plasters, asbestos etc. it exhibits excellent resistance to chalking, cracking, and weatnering. Apcolite Apex which was the result of careful research is also a perfect solution to the wear and tear of the weather. It-omprises of 100% Acrylic copoymer system which is highly accl aimed as an excellent protection against exterior degradation it is also water and alkali resistant. Besides its unique designs give The building a beautiful and eleaant look.. Ace exterior emulsion is priced just 70 paisa oer sq. feet more than certient. and it gives the exteriors a lovely look as weil as is tough and much better climate degradation resistant than cement.
The Rs. 8.83 billion company has emerged as the country's undisputed leader in decorative paints controlling 45% of a market segment that makes up three-fourths of the Rs. 18 billion paints and varnishes industry. In industrial paints, it is the third largest playor with a market share of 140%.
The company's success comes from marketing quality products and their wide acceptance in retail outlets. The company has 46 branches across the country with over 12,000 dealerships. A strong brand image, market leader ship, large distribution network, backward integration and a focused management place Asian Paints among the high-fliers.
