From The Economic Times · Bloomberg · · 1m
Berger Paints expands to counter Birla and JSW rivals
India's second-largest paintmaker plans luxury paint lines and 250 new stores to hold market share against pricing wars.
In brief
India's second-largest paintmaker plans luxury paint lines and 250 new stores to hold market share against pricing wars. Berger Paints aims to retain 20% market share with targeted expansion in key cities and luxury segments. Originally reported by The Economic Times.
Market position threat
Berger Paints India Ltd., controlled by the Dhingra family, faces pricing pressure from Birla Opus and JSW Dulux to retain market share.
“The firm is 64.56% owned by UK Paints India Pvt., which is controlled by Kuldip Singh Dhingra and his brother Gurbachan Singh Dhingra.”
Expansion strategy
Berger plans 250 new exclusive outlets yearly to reach 2,500 stores by March 2029 and launch luxury paint lines.
Competitor challenge
Birla and Jindal's pricing war targets Berger and Asian Paints, the sector leader with 50% market share.
Investment plans
Berger will invest 20 billion rupees in manufacturing facilities in West Bengal and Odisha by 2029 and 2030.
Market outlook
India's paints sector is expected to grow to $11.8 billion by 2030, but pricing pressure and crude price hikes threaten margins.
What matters most
Berger Paints aims to retain 20% market share with targeted expansion in key cities and luxury segments.
