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Case Title:

Asian Paints India Ltd.: The Global Strategies

Publication Year : 2004

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

Industry: Chemicals

Region:India

Case Code: GGL0010

Teaching Note: Available

Structured Assignment: Available

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Abstract:
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.

Pedagogical Objectives:

  • 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

Contents:

  • Introduction
  • Asian Paints: A Brief History
  • The Expansion Drive
  • The Emerging Focus
  • Asian Paints: The Road Ahead

Keywords : 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

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