ACKNOWLEDGEMENT

We want to use this platform to say a very heartily to God almighty for bringing me this
far. All glory is to his name.
We heartily acknowledge our sincere gratitude to my research guide, respectable (..
Professor Name ..), Professor, Divaba Institute of Business Administration, Anasan,
Ahmedabad. His able guidance, encouragement and support from the initial to the final
level enabled us to development and understanding of the subject. His comments and
supervision helped us to solve my difficulties and hurdles during research work.
The experience of working under his guidance has proved quite fruitful as it gave me an
opportunity to work under his expertise due to his command over the subject. In spite of
his commitments with other activities, he has always spared his valuable time to assess
our work. We express our gratitude to his valuable support.
Heartily thanks to all faculty members at Divaba Institute of Business Administration,
Anasan, Ahmadabad whose ideas, critical insights and suggestions have been invaluable
in the preparation of this project.
Last but not least we would like to extend my deep sense of gratitude to our parents, all
family members, friends and our well-wishers who have directly or indirectly supported
and helped us in the completion of our project successfully.

INDEX

Chapter No. Particulars Page No.

1 Section 1  

1.1 Company Profile

2 Section 2: Departments
 2.1 Production

2.2 Marketing

2.3 Human Resource

2.4 Finance

3 Social Responsibility

4 Future Plans of the Organisation

5 Conclusion

6 Bibliography

Company Profile

 Name of Company :- Asian Paints

 Form of Organization :- Public Company

 Registered Address :- Asian Paints Limited,

Asian Paints House,
6A, Shantinagar, Santacruz (E)
Mumbai – 400 055, India.
 Date of Establishment :- 1 st February 1942
 Group Company :- Harish Lade

 Managing Director :- K.B.S. Anand

 Built up Areas :- Worldwide

 In Change Industrial Visit :-

 Administration :-

 Name of Plant :-

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 product quality at the right time.”
 Vision
We want to be an innovative, agile, and
responsive world class research and technology
organization that’s aligned to future customer needs and catalyses the
growth of the company across existing and future businesses.

History

February 1, 1942
- The company has a long way since its small beginnings in 1942. It was set p as a
partnership firm b four friend 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 become a corporate force and India’s leading Paints
company. Driven by its strong consumer-focus and innovative sprit, the company
has been the market leader in paints since 1967.

1945
- The Company was incorporated as a private limited company under the name of
Asian Oil and Paint Company Pvt. Ltd. It was converted into a public
limited company in 1973. The Company manufacture a wide range of surface
coatings catering to different end-uses. It also manufactures vinyl pyridine latex
used in the manufacture of rubber tyres
 - The company expanded its products range, developed its own technology, set up a
distribution network penetrating in smaller towns and ploughed back a large part
of earnings into creation of new facilities.

1965
- The name was changed from Asian Oil and Paint Company Pvt. Ltd. to Asian
Paints (India) Pvt. Ltd.

1974
- The Bhandup plant of the Company is reportedly the largest single paint factory
in the country and one of the most up-to-date with sophisticated machinery and
equipment for manufacturing a wide range of paints and other products besides
adequate resin manufacturing capacity to meet its entire requirements.

1985
- The Company undertook to set up a third paint unit at Patancheru, a notified
backward area near Hyderabad, for the manufacture of 15,000 MT of paints and
enamels.
- The Company entered into a collaboration agreement with Nippon Paints Co.
Ltd., Japan, to obtain technical know-how to manufacture powder coating and coil
coatings under an exclusive licence. Necessary manufacturing facilities for the
powder coatings with a capacity of 300 MT were installed and commissioned at
Kasna plant during 1992-93.

1996
- The Company proposed to set up a fifth point manufacturing plant at Ratnagiri,
Maharashtra.
- During 21st February, a fire broke and in the paint manufacturing block of
Mumbai plant causing extensive damage to the materials stored in the block.
- A joint venture company viz. Asian PPG Industries Pvt. Ltd. ws set up alongwith
PPG Industries, Inc. of USA to market and/or manufacture automotive paints and
 certain Industrial products as may be decided upon mutually between the
partners.

1998
- As at 31st March, a sum of Rs 1008 lakhs was outstanding against loans from
Financial Institutions.
- The new initiative to install 350 colourworlds received encouraging response and
made significant contribution to performance. Three new products, NC range of
wood finishes, ACE exterior emulsion and Asian wall putty were launched.
- Asian Paints, the Rs.737.20 crore paints major, has launched a new marketing
thrust with the introduction of a one-stop colour shop for paints complete with a
software for consumers to choose and select their different shade combinations.
- Asian Paints, India's No.1 Paint Company recently, launched their latest offering
`Asian Paints Colour World'.
- Credit Rating Information Services of India Ltd (Crisil) has assigned a `AAA'
rating to the proposed non-convertible debenture (NCD) obligation of Asian
Paints Ltd (APL).
- Two subsidiaries of Asian Paints - Pentasia Chemicals and Pentasia Investments -
have been merged with the parent company following the approval of the Board
for Industrial & Financial Reconstruction (BIFR).
- Asian Paints Limited, the largest paint company in India, launched its first
exclusive showroom in Mumbai.

1999
- The company has joint venture companies in the overseas market. All these
ventures are doing well and have a strong hold in their respective markets.
- In its first-ever acquisition overseas, Asian Paints Ltd (APL) has acquired a 76 per
cent equity stake in Sri Lanka-based Delmege Forsyth & Co (Paints) Ltd. 2000
- Asian Paints has launched two variants in polyurethane (PU) wood finish under
the brand name Opal.
- The Company has proposed to issue bonus shares in the ratio of three shares for
every five shares held.
 - Asian Paints has opened a manufacturing plant in oman in partnership with a local
company. - Asian Pains has acquired the entire paints business of Pacific Paints
Company based in Australia for over Rs 1 crore.
- Asian Paints has lifted the lockout at its factory in Uttar Pradesh. The Company
suspended operations at Kasna in July after the workers resorted to a "sit-in-
strike".

2001
- Asian Paints has introduced Utsav Enamel for the festive season. Asian Paints
has appointed senior partner of the solicitor firm Crawford Bailey & Co, R A
Shah and Deputy Director, National Chemical Laboratory Dr Swaminathan
Sivaram as directors on the company's board.
- Asian Paints India Ltd has posted a marginal drop in net profit at Rs 29.62 crore
for the quarter ended September 30, 2001.

2002
- Revamps its international operations, transferres shares in its subsidiaries in Fiji,
Tonga, Solomon Island, Vanuata, Australia and the Sultanate of Oman to the
Mauritius based subsidiary Asian Paints International Executes agreement for
purchase of 60% equity capital of SCIB Chemicals S.A.E., Egypt
- Launches its $3 million joint venture with Bangladesh-based Confidence Cements
in which the holds 51 per cent stake -Acquires controlling stake of 50.1 per cent
in Berger International, Singapore, for Rs 58 crore, appoint Jalaj Dani as CEO.

2003
- Board recommends issue of bonus shares by capitalization of Reserves in the ratio
of 1 equity share for every 2 equity shares held on the record date. Asian Paints,
via its Singapore-based subsidiary - Berger International - inks a technology and
brand licensing agreement with PT Abadi Coatings Solusi, an Indonesian paint
company.
- Shareholders approve the Scheme of Arrangement proposed to be made between
Pentasia Investment Ltd with Asian Paints India Ltd and the consequential
 reduction of share capital of Asian Paints India Ltd. Berger International starts
restructuring exercise to curtail cost.
- Acquires Taubmans Paints (Fiji) Ltd. through its subsidiary in Fiji, Asian Paints
(South Pacific) Ltd (APSP) -Acquisition of 9.2% shares in ICI India Ltd.
- Asian Paints bags Ken Sharma award 2004 -10th Asian Paints Star Screen
Weekly Awards-aura of mystery. Asian Paints launches paint solutions for kids.

2005
- Berger Intl partners with Filipino firm Dutch Boy.
- Company has changed its name from Asian Paints (India) Ltd. to Asian Paints
Ltd. 2006 Asian Paints APICL's new mfg plant at Baddi commences commercial
production.

2009
- Asian Paints Ltd has submitted the disclosure under Regulation 7(3) of SEBI
(Substantial Acquisition of Shares & Takeovers) Regulations, 1997 to BSE.
- Asian Paints Ltd has appointed Shri. S Ramadorai as an Additional Director of the
Company pursuant to Section 260 of the Companies Act, 1956.

2010
- Berger International Ltd Singapore (BIL), a subsidiary of Asian Paints Ltd ,
which is a wholly owned subsidiary of the Company
- The Company's new paint plant at Rohtak in the State of Haryana has commenced
commercial production -Asian Paints Signed a MOU with Maharashtra Govt. to
set up a Mega Project for manufacture of Paints & Intermediate.

2011
- Asian Paints to form second Joint Venture with PPG Industries.
- Asian Paints Company's subsidiary, SCIB Chemicals SAE has temporarily
restarted the operations of its two plants in Egypt.
 Organization
Structure of
Asian Paint

Award and
Recognitions
 Awarded the
“Sword of
Honor” by the
British Safety
Council for
all the plants
in India.
 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
Brillion Firm of Asia in 2005.
 Ranked 24th amongst the top paint companies in the world by coatings World –
Top Companies Report 2006.
 The Asset – one of Asia’s leading financial magazine ranked Asian Paint amongst
the leading India companies in Corporate Governance in 2002 and 2005.
 Received the Ernst & Young “Entrepreneur of the Year - Manufacturing” award
in 2003.
 IN 2009 micro site AsianPaints.com has won the ‘outstanding website’ award in
the consumer goods category at the recently held Internet Advertising
Competition Awards.

Products Classification

 Oil Paints
Widely used for wooden and metallic surfaces.
 Plastic Paints
Contains a certain amount of plastic.

 Cement Paint
Contains White cement, lime & sodium choride.

 Bituminous Paint
Made by dissolving bitumen in petroleum.

 Distemper Paints
Consists of chalk, Pigment and glue.

 Water Paints
Mixture of pigment, binder and water.

Production Process
 Production Capacity

Plant Layout
Art manufacturing plant
 Developing
Renewable energy
Recycling godown

Raw Material and Procurement

 Paint industry is raw material intensive with RW being 70% of production costs.
 300 types of raw material is used in manufacturing process
 The most critical ones are,
 Titanium dioxide (Tio2) 30%
 Phthalic Anhydride(PAN) 20%
 Pentaerythitol-(PANTA) 15%

 I2’s factory planner

is used to identify
the raw material and
pacing material and
who to source it
from.
 Also provides the
ideal formulation
required for
manufacturing
products.
 A batter material
planning system
allows the
company to
create more
complex paint
formulas.
 Help select the best vendor and manufacturing method for any given situation.

Ways to handle industrial waste

 Asian Paints Limited has been among the forerunners in adapting
principles of ‘Green Productivity’.
 Plants have achieved ‘zero industrial discharge’ capability by
installing upgraded effluent treatment facilities and setting up plants in
accordance with appropriate recycling & reuse schemes working
towards substantially reducing material losses.
 Company emulsion manufacturing facility has also achieved ‘zero
waste’ status.
 Innovations in filtration process technology have resulted in higher
filtration rates and lower losses and consequently lesser pollution.
 Company has also reduced waste by over 72% after upgrading
incinerating systems. The rest of the waste is re-used.
 Environment and Safety:
Asian Paints approaches the environment issue
from the perspective of waste minimization and conservation of
resources. Thus, the continued attempt is to reduce, recycle and
eliminate waste, which results in less and less waste being generated.
Total Water Management:
 We propagate some methods to help you conserve water Asian
Paints has built a Total-Water Management (TWW) Centre, at
its B handup manufacturing facility, which is the first of its kid
in the entire country.
 The TWM centre showcases live working models on water
conservation and rainwater harvesting. Asian Paints provides
expertise to citizens free of charge to implement rainwater
harvesting and total water management solutions.
 Marketing
Basic data for product:
PRODUCT RANGE IN A COMPANY:
The compan es different rang of paints in interiors decoration as well as exterior
decoration, to satisfy th consumers.
INTERIORS: Company product ranges are
1. ROYAL LUXURY EMULSION: is an acrylic emulsion that gives a wall a silky
shine that stays for years to come.
2. PREMIUSM EMULSION: PE is a good choice for great looking walls. It gives a
smooth finish to the walls and is completely washable.
3. INTERIOR WALL FINISH - LUSTER gives a glass like finish, best suited for
kitchens and washrooms where there is a lot of moisture and dirt.
4. INTERIOR WASS FINISH-MATT: give a matt look to your walls and can be used
to create interesting effects.
5. TRACTOR EMULSION: TE is a good choice for people who are looking for value
for their money. It promises smoothness along with the legendary qualities of tractor.
6. TRACTOR ACRYLIC DISTEMPER: TAD gives a superio9r finish and comes in
the range of over 200 shades.
7 TRACTOR SYNTHETIC DISTEMPER: TSD is India is largest selling distemper.
This wall finish comes in beautiful shades and is washable.
8. APCOLITE PREMIUM GLASS ENAMEL: APGE is a premium product used for
metals and wood. It can withstand rigged condition sunlight and dust.

EXTERIOR:
1 APEX: Apex creates beautiful exterior. It withstands extreme typical conditions of high
rainfall, humidity and heat. It protects against, sunlight, fungus and algae.
2 ACE: provides production from the elements of nature. It is suitable for non - coastal
areas and places with dry to moderate climate.
PRIMERS & ANCILLARIES:
1. DECOPRIME WALL PRIMER (solvent thinnable): DWP is an application for
interior surfaces. It has good sealing properties and strong resistance to alkalinity,
moisture & fungus.
2. DECOPRIME WALL PRIMER (water thinnable): DWP is used on plastered
walls, asbestos, cement and concrete. It is also fortified with fungicides.
3. WOOD PRIMER: WP has excellent sealing and filling properties, which protect
wood from swelling due to absorption of moisture.
4. METAL PRIMER: MP has good adhesion and prevents metal from rusting, by
forming a hard tough coating.
5. ACRLIC WALL PUTTY: AWP is a smooth, easy to use under coat with excellent
adhesive properties.

Price distribution
Marketing Mix of Asian Paints analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the Asian Paints marketing strategy. The article
elaborates the pricing, advertising & distribution strategies used by the company.

Price distribution and Promotion as 4 P's of Marketing:

Product Price Products Price

Product:
The product strategy and mix in Asian Paints marketing strategy can be explained as
follows:

Asian Paints’ products include brands like Asian Paints Royale targeted at premium
segment, apcolite, tractor emulsion, tractor distemper targeted at economy segment.
Asian Paints’ Undercoats include Decoprime Advanced Cement Primer, TruCare Interior
Wall Primer, TruCare Interior Wall Primer and Royale Wall Base coat. Other products
include trucare 2x primer putty mix, trucare super putty and acrylic wall putty. Asian
Paints also provides protective coatings like epoxy coatings, heat resistant paints, powder
coatings for industries manufacturing refrigerators. The products in the marketing mix of
Asian Paints provides complete painting solutions ranging from paint products to
accessories and tools for painting. Its premium product Royale Play is known to provide
special effects and textures for the perfect look.

Price:
Below is the pricing strategy in Asian Paints marketing strategy:

Asian Paints products are priced higher than its competitors due to the quality and
standards maintained by the company. The Royal product range is priced premium
targeted to high income groups. For medium and economy segment, Asian Paints follows
value based pricing strategy. The price also varies as per the exclusive features in the
product type. The pricing decisions are also affected by the raw material used for making
that paints hence increase or decrease in the price is also observed. During bulk purchase
the company offers discount to its customers and it provides incentives and volume
discount to its distributors for high. Hence the overall pricing strategy in the marketing
mix of Asian Paints is based on product quality, competition and the solutions required
by the customers. The painting consultancy services are higher as compared to other paint
service providers. Asian Paints’ primary target consumers are construction company and
contractors hence it provides volume discounts for exclusive purchase of Asian Paints
products.

Read more about Asian Paints marketing strategy: Asian Paints SWOT Analysis &
Competitors

Place:
Following is the distribution strategy of Asian Paints:

Asian Paints is operational in 19 countries and have 25+ paint manufacturing facilities
across the world. There are manufacturing and production facilities operational in every
country in each of the 19 countries it has expanded its reach. It has also set up a Research
and Technology division where over 200 qualified scientists are working on the paint
development. Asian Paints international team is spread across in countries like
Bangladesh, Barbados, Bahrain, Egypt, Emirates, Ethopia, Jamaica, Fiji, Sri Lanka,
Nepal and Oman. Apart from its operations and manufacturing centers, the place in the
marketing mix of Asian Paints focuses on distribution through retailers. The success of
Asian paints is also attributed to its wide distribution reach across India. The Asian Paints
Color Academy offers training facilities for both new and experienced painters. It has set
up Signature Stores in Mumbai, Kolkata and New Delhi where consumers can get expert
assistance on painting ideas, know what’s trending, and visualise dream home using latest
visualisation technology. It has partnered with several distributors across India to sell
Asian Paint products.

All this covers the marketing mix of Asian Paints in a summary.

Promotion:
The promotional and advertising strategy in the Asian Paints marketing strategy is as
follows:

Asian paints has always focused on marketing. In the early 1950’s the company used the
tagline "Don't lose your temper, use Tractor Distemper" to promote their brand Tractor
Distemper. To target the middle class segment, the company created a mascot “Gattu”
which was created by famous cartoonist R.K. Lakshman. The mascot helped Asian Paints
to increase its reach among middle class segment as it appeared in print and electronic
media advertisements. With time, the promotional strategy in the marketing mix of Asian
Paints became more extensive and focused on brand awareness. Asian Paints associated
with the advertising agency Ogilvy & Mather which came up with the tagline “Har Ghar
Kuch Kehta Hain” that instantly connects with people. In the year 2000, the company
replaced the mascot “Gattu” with company logo. Asian Paints has roped in popular
Bollywood actor Ranbir Kapoor, actress Deepika Padukone and Cricketer Rahul Dravid
as their brand ambassadors. To promote their product Apex Ultima Protek it has used
hashtags “#Barishkoaanedo” that wishes to convey that the walls painted using Apex
Ultima Protek will sustain heavy rains. It carried out several contests on social media like
#DonateAWall to attract customers. Its website is interactive and provides users to upload
a picture of their walls and virtually observe different shades of paints on the wall.

Recruitment
We continue to pursue innovative means to hire talent and are early movers
in sourcing talents from the country's best management schools. We tap into
this fresh talent pool through a range of sources including pre-placement
offer conversions, campus recruitment, and social networks e.g. LinkedIn &
Facebook. We also encourage internal job postings to provide our employees
a diverse experience. Employee referrals are another strong source in
recruiting talent, and extending commitment and belief in our employer
brand.

Training

We believe in nurturing talent internally by providing them with on-the-job

learning opportunities and career development platforms. Learning is an
integral part of the culture at our organisation, which is best achieved by
observation, experimentation and reflection. We follow the 70:20:10 rule:
70% of learning happens on the job, 20% through observation and
interaction with colleagues, and 10% via classrooms instruction. The HR
function has dedicated divisions (across functions) to facilitate the training
and development of our employees.
A need-assessment is performed to help employees (executives and above)
bridge gaps between their existing skill-set and changing job requirements,
adapt to newer technologies (at plants) and to fulfill employee aspirations
(e.g. for internal transfers). There is a constant endeavour to identify
individual capability development needs and provide structured support and
intervention to hone them. Succession planning for major critical leadership
positions, is an on-going effort of the leadership team and is reviewed