# 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.
- Title: Berger Paints expands to counter Birla and JSW rivals
- Summary: 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%…
- Keywords: berger paints, birla, jindal, jsw dulux, asian paints, luxury paints, paint distribution, india paints market, mumbai, pune, chennai, bengaluru
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/cons-products/paints/indias-no-2-paintmaker-berger-paints-plans-expansion-to-fend-off-birla-jsw/articleshow/134401375.cms
- Author: Bloomberg
- Published: 2026-09-22T03:35:00+00:00
- Read time: 1 min
- Topics: berger paints, birla, jindal, jsw dulux, asian paints, luxury paints, paint distribution, india paints market, mumbai, pune, chennai, bengaluru
## 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.
## Key takeaway

Berger Paints aims to retain 20% market share with targeted expansion in key cities and luxury segments.