Brand Plan - Asian Paints India

Brand Diagnostic

Consumer Insight

Asian Paints is India's largest paint company and Asia's third largest paint company. Over

the course of 25 years Asian Paints became a corporate force and India's leading paints

company. Driven by its strong consumer-focus and innovative spirit, the company has

been the market leader in paints since 1968. Today it is double the size of any other paint

company in India. Asian Paints manufactures a wide range of paints for Decorative and

Industrial use. In Decorative paints, Asian Paints is present in all the four segments v.i.z

Interior Wall Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It also

introduced many innovative concepts in the Indian paint industry like Colour Worlds

(Dealer Tinting Systems), Home Solutions (painting solutions Service), Kids World

(painting solutions for kid's room), Colour Next (Prediction of Colour Trends through indepth

research) and Royale Play Special Effect Paints, just to name a few.

Asian Paints has always been ahead when it comes to providing consumer experience. It

has set up a Signature Store in Mumbai where consumers are educated on colours and

how it can change their homes.

Product Life Cycle

The decorative paints segment is already very popular with the sales at the peak and the

largest market share as compared to other competitors in the market. At the same time

they have just began with their industry paints segment i.e. it's in its growth phase. Still

not very popular but Asian paint is trying to build it up and get the same response as

equivalent to the decorative and interior paint market. To build the decorative paint

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brand, they have provided a great product that has the willingness to pay by the rural

customer hence targeting the rural market.

Brand foundation

Brand vision: Asian Paints is the Asian Paints is India's largest paint company and Asia's

third largest paint company. In Decorative paints, Asian Paints is present in all