New Delhi: India’s paint industry is witnessing a massive price war following the aggressive entry of corporate giants like the Aditya Birla Group and JSW. In response, Berger Paints, the country’s second-largest paint manufacturer, has laid out an extensive expansion roadmap to protect its market share and counter the heavy discounts offered by new rivals.
Currently, the Indian paint market is dominated by Asian Paints, which holds over a 50 per cent share, while Berger Paints commands a 20 per cent slice of the pie. The recent launch of ‘Birla Opus’ and the expansion of JSW Paints have forced established players onto the back foot, squeezing profit margins and pulling Berger’s stock down by nearly 16 per cent this year. Compounding the pressure are volatile crude oil prices stemming from ongoing geopolitical tensions in the Middle East.
To navigate these challenges, Berger Paints Chief Executive Officer Abhijit Roy has formulated an aggressive counter-strategy, terming it an “insurgent act.” A key pillar of this master plan includes a colossal investment of Rs 2,000 crore to establish new manufacturing facilities in West Bengal and Odisha. These plants are scheduled for completion between 2029 and 2030.
The Kolkata-based company is also rapidly scaling up its retail and distribution footprint. It plans to open approximately 250 exclusive outlets every year, aiming to reach a target of 2,500 stores by March 2029. To further incentivize sales at the grassroots level, Berger is introducing targeted rewards and commission structures for painters, building contractors, and architects.
Recognizing its vulnerabilities, Berger is reinforcing its sales and marketing teams in markets where its presence has historically been weaker, specifically in western cities like Mumbai and Pune, and southern hubs including Chennai and Bengaluru. Furthermore, the company is preparing to launch a new, dedicated range of luxury paints to cater to the premium residential segment.
Despite the fierce competition and rising raw material costs, the company remains optimistic about the near future. Roy anticipates a strong demand surge during the upcoming Diwali festive season in November, projecting an 8 per cent volume growth for the current fiscal year. The robust national push for infrastructure development is also expected to provide a significant boost to Berger’s industrial paint segment.
Interestingly, the Rs 52,500 crore company—currently controlled by the Dhingra family—was acquired from former liquor baron Vijay Mallya in 1991. Since escaping the collapse of Mallya’s empire, Berger has solidified its position as an industry heavyweight, fully prepared to defend its legacy in India’s rapidly growing $11.8 billion paint market.