Concentrated focus on infrastructure, ever rising middle class population, growth in economic parameters augur well for growth in decorative as well as industrial paints. The market for paints in coming periods in India may grow at 1.5 times to 2 times faster than GDP growth rate. Asian Paints, Kansai Nerolac Paints, Berger Paints and ICI Paints are some of the leading players in paint industry in India which account for account for 93 per cent of market share. Pint industry is in a consolidation phase and among newer companies only with strong technical alliance, better distribution network and an ability to compete in the global markets will survive. In this paper it is attempted to analyze strategic issues in paint industry vis-a-vis major players who play a decisive role in selection of paint in the decorative segment. Based on empirical study carried out, a set of key business are proposed for continuous growth and expansion in this sector.
Marketing strategy, market share, advertising, promotional schemes
