Skip to content

Case Study Asian Paints India Limited

History: Asian Paints was established on February 1, 1942 by Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil. They name their company ‘The Asian Oil & Paint Company’, a name that was randomly picked from a telephone directory.

  • 1945 – Asian Paints touches a turnover of Rs.3,50,000.
  • 1957 to 1966 – The family-owned company makes the change to a professionally managed organisation.
  •  Asian paints made a foray in automotive paints in the year 1997 with a joint venture with PPG Industries. The joint venture is called PPG Asian paints.
  •  Asian Paints Limited is an Indian chemicals company headquartered in Mumbai, India. It manufactures paints for decorative and industrial use.
  • Asian Paints is India’s largest paint company and Asia’s third largest paint company, with a turnover of Rs 96.32 billion.
  • Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans.

Introduction: Asian Paints Ltd. operates in 22 countries around the world. It maintains 27 paint manufacturing facilities and serves consumers in 65 countries. As a truly global enterprise, Asian Paints is aware of the impact its operations have on the environment and is strongly committed to following the latest best practices for green productivity. Specifically, the company is working to assure environmental compliance and sustainability by focusing on waste minimization and water conservation at all of its plants across India.

To achieve this goal, Asian Paints team of environmental experts recognized that they needed to find a better way to track water parameters and hazardous waste from the point of generation to disposal and monitor reuse and recycling processes across their plants.

Goals: In the past, data regarding water consumption and quality, gas emissions and the production waste (corrugated cardboard, waste oil , empty drums, used solvent , etc) was tracked using separate processes based on paper, electronic documents, and spreadsheets.

We are always striving for zero-emission zero discharge and zero generation goals, says Dr. Rajan Sharma Senior Manager of EHS at Asian Paints. All of the parameters were being monitored, but somebody had to spend a lot of time getting those individual data points correlated and then generate a final report.


  • Asian Paints Decorative Business Units (DBU) has focused on all aspects of their environment: air, water and land.
  • Waste minimization efforts include elimination, reduction at source, recycle, reuse and finally disposal. Waste solvent recovery plants have been installed to recover and reuse solvents.
  • Ultimately, water consumption per liter of paint manufactured has been reduced by 54%.
  • Waste Minimization Options R e-cover Waste Minimization Option Volatile Organic Compounds (VOCs) Install VOC recovery units on ventilation units Raw Material Packaging Repair broken pallets or offer to employees and public as firewood Dust Install a dust collection system in ventilation systems.


  • Dyes may be defined as substances that, when applied to a substrate provide colour by a process that alters, at least temporarily, any crystal structure of the coloured substances.
  • Such substances with considerable colouring capacity are widely employed in the textile, pharmaceutical, food, cosmetics, plastics, photographic and paper industries.
  • The dyes can adhere to compatible surfaces by solution, by forming covalent bond or complexes with salts or metals, by physical adsorption or by mechanical retention.

Achievements: Asian Paints commitment to green productivity earned all six of its India facilities ISO 14001 certification for environment management standards.

Success story:  Success of Asian Paints Limited takes up the environment issue from the perspective of waste minimization and conservation of resources. It makes a continued attempt to reuse, recycle and eliminate waste, which results in a diminished amount of waste being generated.. It has succeeded at driving eco-friendly initiatives using environment management systems and thereby diminishing the impact on the environment. The bulk storage facilities have been upgraded thereby reducing material losses as well as eliminating effluent generation.

Conclusion: Success of Asian Paints Limited has been among the forerunners in adapting principles of ‘Green Productivity’. Plants have achieved ‘ zero industrial discharge ‘ Company’s emulsion manufacturing facility has also achieved ‘ zero waste ‘ status. Innovations in filtration process technology have resulted in higher filtration rates and lower losses and, consequently lesser pollution. Company has also reduced waste by over 72 % after upgrading incinerating systems. The rest of the waste is re-used.


BY Hemant Sappati

Home » Case Studies » Strategy » Going Global

Going Global Case Study

Case Title:

Asian Paints India Ltd.: The Global Strategies

Publication Year : 2004

Authors: Phani Kumar P. S, T. Phani Madhav

Industry: Chemicals


Case Code: GGL0010

Teaching Note: Available

Structured Assignment: Available


Asian Paints India Ltd. has been the market leader in the Indian paint industry for over three decades. Since its establishment in 1942, the Indian paint giant has been making considerable efforts towards becoming a global powerhouse. As a result of a series of acquisitions beginning 2002, the company has made its way into the list of the world�s top ten decorative paint companies. As of May 2004 the company operates in five continents across the world.

  • To discuss the factors that drove Asian Paints to target international markets
  • To discuss the strategies adopted by Asian Paints India Ltd. to become a successful multinational
  • To discuss how the company, through its strong supply chain initiatives and technology backup, has been able to consolidate its international businesses
  • Introduction
  • Asian Paints: A Brief History
  • The Expansion Drive
  • The Emerging Focus
  • Asian Paints: The Road Ahead

Asian Paints; Acquisitions in emerging markets; Growth Strategies Case Study; Ashwin Dani; Colour World; Integration of acquired companies; Supply chain management; Global expansions; Berger International

Recently Bought Case Studies