Long before we heard of new age mega corporations born in garages, there was an Indian company founded by four friends in a small Mumbai garage. Asian Paints has come a long way since its small beginning in 1942. The founders of the partnership firm wanted to take on the world’s biggest paint companies operating in India during that period.
Within a span of 25 years, Asian Paints became a corporate force and India’s leading paints company. It stakes its claim, proudly, for being the market leader in paints since 1967.
The ambition has only grown and with it, the spaces Asian Paints wants to be in. It acquired 51 pc stake in kitchen solutions provider Sleek International in 2013, and the remaining in 2017.
In 2014, Asian Paints acquired the brands, network and sales infrastructure of EssEss Bathroom Products, foraying into bath fittings and sanitary ware.
When hygiene and sanitisation became keywords, Asian Paints launched ‘Viroprotek’ range of hand, surface and space sanitizers and disinfectants. It also offers ‘San Assure’, a sanitisation and ‘Safe Painting’ service.
Asian Paints today also offers furniture, furnishings and lighting products under brands Nilaya, Royale and Ador, expanding its presence in home decor.
The company has entered into an agreement to acquire a majority stake in interior decoration and furnishing player Weatherseal Fenestration, which is also into manufacturing uPVC windows and door systems. In the case of Obgenix Software, commonly known as White Teak in the business of decorative lighting products and fans, it is set to acquire 49pc stake.
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, Asian Paints Causeway and Kadisco Asian Paints.
Asian Paints is a brand that went beyond functional benefits a long time ago and ensured an emotional and lasting connect. A campaign led by the line ‘Har Ghar Kucch Kehta Hai’ in the 1980s by creative agency partner Ogilvy & Mather lives on in new avatars to date.
Besides working with celebrities in its advertising to remain top of mind, the brand stood tall during the pandemic by helping its key stakeholders – the painter community – get back on their feet.
Asian Paints is clearly not done yet and not content with being a leader in paints. Its stated goal is ‘To be the forerunner of inspiring décor and to actively empower customers to create their dream homes’.
Who better to nurture that ambition than a brand that has grown with independent India and stoked Indians’ aspirations with the line, ‘Har Ghar Kuch Kehta Hai’.
