2. COMPANY PROFILE
Asian Paints is India's LARGEST paint company and Asia's
3rd largest paint company.
1942 - Started by Four Entrepreneur, The Choksey Bros. As
“ASIAN OIL AND PAINT COMPANY”
1967 - Became the 10th largest paint company in
the world.
1973 - Asian paints became a public Ltd company.
2002 - Asian Paints was a market leader in
Indian decorative paints
It operates in 17 countries across the world.

3. GLOBAL PRESENCE
1.South Asia (India, Bangladesh, Nepal and Sri Lanka).
2.Egypt.
3.South East Asia (Singapore), Middle
East (UAE, Bahrain and
Oman), Caribbean (Jamaica, Barbados, Trinidad &
Tobago).
4.South Pacific (Fiji, Tonga, Solomon Islands and
Vanuatu).
5.South Pacific (Fiji and Samoa).

4. CHANGING
FOCUS
AP emphasized on technology and marketing in
its drive to be one of the TOP 5 global paints
companies.
It implemented Enterprise
Resource Planning (ERP) and Supply
Chain Management (SCM) solutions
for streamlining its processes and
supply chain.

5. NEW PRODUCT
LAUNCHES
In the late 1990s, and early 2000s, the company launched
various new products to increase its market presence and
penetrate into the segments where its presence was small .
Shifted its product to high margin products like
emulsion segment.
It also added wooden and metal polish paints
to its product profile

6. CUSTOMER SERVICE
SOLUTIONS
AP focused on distribution, as it realized
that distribution and service were the keys
to success in the paints industry.
Apart from urban areas
AP's field officers dealt
AP also focused on small
directly with the dealers
towns and on rural
in small towns.
markets.
AP also launched products such as Tractor and
Utsav to cater to small towns and rural markets.
They also launched Colourworld , Helpline, Home
solutions and paint calculator to provide better service.

7. CHANGING IMAGE
AP also focused on its communication and brand
strategy.
It realized that communication would help the company to
reach out to the customer and create an attractive public
image.
AP appointed the Bangalore-based
"Momentum" as consultants for a new
advertising strategy for the company
Launched a campaign called “ Har ghar
kuch kehta hai” which targeted the
emotional space of consumers.

8. G O O D BY E
BY
GATTU
Along with the new logo, AP also changed its
PACKAGING in order to COMMUNICATE its
new BRAND IDENTITY.
GATTU represented common man
which did not fit to the companies new
changed focus, so the unveiled its new
logo without Gattu.
Though Gattu was removed from the
logo, it was retained on the packaging
to provide a “FAMILY FEEL”.

9. Thank You