In recent times, growth in India’s paint sector has been an outlier in the overall domestic consumer space. The industry has been witnessing a gradual shift in terms of consumer preferences from the traditional whitewash to better quality paints. Besides, it is also witnessing healthy competitive environment, where players are applying different strategies to tap the growing demand in the market for a larger regional share. Additionally, rise in disposable income of the average middle class, urbanization, growing rural market, shortening of repainting cycle, upgradation, increase in sale of premium-end products and launch of many innovative products are the major drivers that are pushing the growth of the organized paint industry.
British Paints brings with it the proud legacy of 100+ years in Industrial and Architectural coatings with 1000+ appealing shades to match every space, mood, and taste. British Paints is headquartered in Delhi and has been serving varied project verticals that include both the
Industrial and Retail sectors. With 56+ branch offices and 12,000+ channel partners spread over the length and breadth of the country, the wide palette of Decorative and Generic Industrial Paints and Coatings are what makes British Paints people’s choice. The dedicated manufacturing units are located in Uttar Pradesh, Jammu & Kashmir, Andhra Pradesh, and Assam which also strengthen the pan India reach and functioning.
The wide range of products gives 360-degree solutions to interiors and exteriors of homes along with enamels. The waterproofing, wall putty, distemper, primers range, etc. makes British Paints a one-stop solution. Backed by a dedicated team of professionals with rich and valued experience, British Paints brings its customers, top-notch coating and décor solutions. Various campaigns by the company touch the hearts of the masses and make the vibrant colors of their homes with the tune of happiness as they say ‘Rang Gungunaye’. It captures the intuitive happiness of a home that buzzes around with all the emotions inside it while creating happy memories to nurture for a lifetime. Read along to learn more about British Paints and its place in the Indian Paint Industry.
Mentioned below are the highlights of the interview:
Brief us about the featured person and shed some light on his/her professional tenure.
Mr. Yogesh Bhatia holds a vast experience of 26 years in the field of Sales and Marketing. His journey started with Sales in Crompton Greaves from the year 1995-1998. Presently, he is working with British Paints (A division of Berger Paints India Limited) & handling both Decorative & Industrial domains as a Chief Operating Officer (COO). It’s been a remarkable journey of almost 15 years with the brand & he aims to take the brand to the next level amid various competitive challenges.
What made you venture into the Paint and Coating Space?
Coming from a background of working in the Electronic/Consumer goods and Sanitary ware industry (from 2011-18) and then venturing into the paints and coatings segment, I have always felt that the paint market has been dynamic on a day-to-day basis. The challenges faced on the customer front, the quick reflexes, or one-can say actions that happen here require one to keep themselves self-attaining to adapt to the complex situations. And this environment helps one to become a dynamic individual while contributing to overall growth and development.
What kind of offerings do you provide to your clients?
We serve our customers with a diverse range of warranted Decorative and Industrial coatings. Our All-Rounder Range gives all-round protection to both interiors and exteriors, which makes it pocket-friendly with a whole range of advantages such as Bacterial and Virus resistance, Color retention properties, Hi-Sheen, Silicon Protection, etc. Our Interiors and Exteriors range includes smart range like Splendor Luxury Emulsion, Glamour Anti Stain, Glamour Advanced Premium Acrylic Emulsion that provides Silklike Sheen, Shingar All Rounder which is suitable for exterior & interior with 3 Years of warranty, British Advanced Emulsion that provides rose fragrance and keeps the interiors refreshing & many others.
Our latest addition in Exterior Emulsions i.e., Expa Floor Coat is designed specifically for application on Exterior Floor Tiles. It is reinforced with Special Silicone Emulsion to offer outstanding Water Resistance, Scrub Resistance with Enhanced adhesion over Terrace Floor Tiles, Cement Tiles, or any other plain cement surfaces. Our Expa and Shingar series in the Exteriors range is equally fascinating and comes with various unique and beneficial features. Apart from this we also offer Enamels Range, Distempers, Wall & Metal Primers, Putty, Wood Finishes, Water Proofing, etc. We provide expert solutions to satisfy our customers and keep them happy in long run by ensuring the best quality products and services.
What kind of challenges have you faced while entering the paint and coating?
Life is nothing without challenges & just like any other industry, the Paints & Coatings segment is also not an exception. The very first challenge that one will have to overcome and win over is to attain market intelligence. It is of utmost priority and importance. The ever-changing and developing competition keeps one on their toes at all times be it product innovation, revising pricing strategies, or even distribution. Another challenge that comes with the distribution front is to gain and hold on to your customers who are always being lured by the competitors. To survive and excel one needs to keep rebooting and expanding knowledge to be an All-Rounder themselves.
Where do you envision your company to be in the long run and what are your future goals? How do you plan to embrace the changes happening in your industry?
With a vision to be a customer-friendly brand with products that give satisfactory at affordable prices, my future goal for British Paints is to expand our distribution level to make our diverse products reach our customers at a faster rate and efficiently to provide them a 360-degree solution for all their woes. We look forward to catering to the changing
needs of our customers with our innovative products and be cautious about going green to be an environment and eco-friendly paints brand. We are also aiming to inculcate antiviral and anti-bacterial coatings to be a healthy choice for our end users and protect them in the long run. Moreover, the changes are inevitable, paints industry has seen a major turn of events on that front be it product innovation or increasing reach or penetration of the products, we would stand tall and continue our legacy of 100+ years to add happy colors to everyone’s life.
What is the current industrial scenario of the Indian Paint and Coating space?
Like every business, the Indian Paint and Coating space was also hit by the effects of the pandemic, but the market curve is bound to rise from here on. People are back in the market space with the ‘revenge shopping’ psychology to make up for the missed opportunities. This is giving birth to a huge market rise and we are getting geared up to make the most of it. Undoubtedly there is plenty of headroom in tier II, III, and IV towns, as a result, they are growing at a faster clip for the paint markers. We are looking forward to and hoping for the best in the coming years.
