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Why We Chose Asian Paints

Asian Paints has grown to become the largest paint company in India and one of the largest in the world since its founding in 1942. It has constantly innovated its product mix and processes to stay ahead of competitors. The company analyzed Asian Paints' strategic decisions of the past, strategic direction, and the paint industry landscape to understand what worked for them. Asian Paints' business strategy has been to acquire short-term competitive advantages through distribution strength, logistical efficiency, and occupying customers' mind space. It has also fostered a customer-centric approach and used technology like ERP, CRM, and portals to improve business efficiency and information transparency.

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Deepti Mhatre
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59 views1 page

Why We Chose Asian Paints

Asian Paints has grown to become the largest paint company in India and one of the largest in the world since its founding in 1942. It has constantly innovated its product mix and processes to stay ahead of competitors. The company analyzed Asian Paints' strategic decisions of the past, strategic direction, and the paint industry landscape to understand what worked for them. Asian Paints' business strategy has been to acquire short-term competitive advantages through distribution strength, logistical efficiency, and occupying customers' mind space. It has also fostered a customer-centric approach and used technology like ERP, CRM, and portals to improve business efficiency and information transparency.

Uploaded by

Deepti Mhatre
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Why we chose Asian Paints

There are a few companies in the history of India Inc. which have constantly delivered performance
and remained at the top as market leaders. One such company is Asian Paints. Having started in
1942 by four individuals, Asian Pains today is the largest paint company in India, third largest in Asia
and ninth largest paint company in the world.

With an entrepreneurial spirit, the company has constantly innovated their product mix and
redefined their processes to stay ahead of the curve. The company has revolutionised the paint
industry globally to offer home painting solutions. Thereby moving from a product focussed
company to a services company as well.

As noticed in the company background, Asian Paints has been the forerunner in paints industry in
India for over half a century. Therefore, the team would like to analyse the strategic decisions of the
past, strategic direction and understand the industry and competitive landscape to see what worked
for them and what didn’t.

Channel/ Service Partners

The business strategy of Asian Paints has been on the basis of acquiring a series of short-term
competitive advantages by adopting measures that raised the Cost of doing business for all its
competitors by raising the hygiene factor in the business. So far, Asian Paints has been using its
distribution strength and logistical efficiency to attain this advantage. The advantage obtained by
leveraging on distribution strength is short-lived and ultimately imitable. Moreover, Asian Paints has
established such an extensive network that getting incremental advantage out of improving the
distribution network could be very difficult. The next logical step for Asian Paints to look for to gain
competitive advantage would be through either channel control or through occupying mind space.

Customers

The very core of all 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 retail strategies. 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.

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

Investors/ Other Funding Sources

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