Company Profile:

The name Berger or Lewis Berger is today synonymous with colour worldwide. But actually the origin
of the name dates back to over two & a half centuries in England in 1760, when a young colour chemist
named Lewis Berger, started manufacturing in Europe, 'Prussian blue' using a secret process that every
designer and householder coveted. Mr. Berger perfected this process & art of the blue colour, which
was the colour of most military uniform of that time. Enriched by the imagination of Lewis Berger, the
unending quest for creation and innovation in the world of colour & paints still continues.

The history of Berger Paints India Limited as a company started in 1923 as Hadfield's (India) Limited
which was a small colonial venture producing ready- mixed stiff paints, varnishes and distempers setup
on a 2 acres of land in one of India's first industrial towns close to Kolkata in Howrah, Bengal.
Subsequently in 1947, British Paints (Holdings) Limited, an international consortium of paint
manufacturing companies bought over Hadfield's (India) Limited and thus the name changed to British
Paints (India) Ltd. The gentleman who took over, as its first managing director was Mr. Alexender
Vernon Niblet, an Englishman who was later on followed by Mr. Alfred Godwin in 1962.From a
production capacity of 150 tonnes and sales turnover of around Rs. 25 lakhs in 1947, the company has
come a long way to become at one point of time; a part of the worldwide BERGER group in 1983 and
thereby acquiring its present name Berger Paints India Limited to having subsequently gone through
further ups & downs as well as ownership changes to gain its present status wherein the majority
stake is with Delhi based Dhingra brothers and business revenue more than Rs 2400 crs.

There are seven manufacturing facilities in India and more than 85 depots, several regional & area
offices, besides four facilities overseas. It has a workforce of over 2500 employees and a countrywide
distribution network of 15000 plus dealers. Gurbachan estimates that since 1991, the market cap of
Berger Paints has risen 2,200 times to Rs 18,072 crore as of May 3, 2016. The company, established in
1923, is favoured by both domestic and foreign institutional investors who have taken its stock price up
from Rs 44 on March 31, 2011 to Rs 244.5 on March 31, 2016—a compounded annual growth rate of
41 percent.

Company Philosophy:

An effective corporate philosophy helps a company develop a certain corporate culture, ethical
practices and strengthens the relationship between employers and employees. It also positions the
values of the company in the minds of others both within and outside of the organization. Your
corporate philosophy should give employees a starting point for the decision-making process, so they
are all operating on the same page. Developing a corporate philosophy gives you something against

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which you can compare candidates for new positions, thereby helping you make hiring decisions based
on whether an individual will fit within your corporate culture.

Board of Directors:

 Mr. Kuldip Singh Dhingra (Chairman)

 Mr. Gurbachan Singh Dhingra (Vice-Chairman)
 Mr. Abhijit Roy (Managing Director)
 Mr. Subir Bose (member in the Board of the Company.)
 Mr. Anil Bhalla
 Mr. Gerald Kenneth Adams
 Mr. Gurcharan Das

Berger presence in India:

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Competitors:

Nerolac Paints : - This company’s paint decors every third car in the country. It is the
market leader in the industrial paint segment supplying over 90% of the requirements and has
planned to increase its presence in the decorative segment through aggressive new product
development and brand building. They are the second largest company in India in the
decorative segment with a market share of around 20%. They are the leaders in powder
coatings.

Range Of Product from Nerolac Paints -

1. Interior Paints- Impression 24 carat, Pearl emulsion, Lotus touch, Beauty silver

2. Exterior Paints-Excel rain guard, Excel mica marble, Excel everlast, Suraksa.

3. Wood care-Wonderwood 2k pu, wonderwood melamine.

4. Enamel-Impression enamel, Synthetic enamel HI gross, Satin enamel

Asian Paints:-
Asian paints one of the largest paints company and manufacturer also provide wide range of
painting. Asian paints are the market leader in the paint India industry because of their sharp
leadership in the decorative paint segments. It is ranked as one among the top ten decorative
coatings companies in the world today. This is due to the strong brand quality. Asian paints
offer very vast variety of colors for our walls. Asian paints manufacturing and exporting
decorative paints, emulsion paints, protective coatings, industrial paints, and automotive paints.

Product from Asian Paints:-

1 Interior Paints - Tractor Emulsion, Premium Emulsion, Royale Luxury, Royale Shyne.
2 Exterior Paints - Ace Emulsion, Upex, Upex Ultima Exterior Paint.

3 Metal Finishes - Enamel Paint, Water Based Royale Luxury Enamel.

4 Wood Finishes - Hand Polish.

5 Water Proofing - Asian Paint Water Proofing Material.

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Dulux Paints:
Dulux is an internationally available brand of architectural paint. The brand name Dulux has been
used by both ICI and DuPont since 1931 and was one of the first alkyd-based paints. It is produced
by AkzoNobel (formerly Imperial Chemical Industries) although the US markets are now served by
PPG. In Australia and New Zealand, the brand is produced by DuluxGroup, which was separated
from ICI as an independent company in 1998.

Range Of Product from Dulux Paints -

1. Interior Paints- Dulux Velvet Touch and Pearl Glow.

2. Exterior Paints- Dulux Weather shield Max and Sun reflect.

3. Wood and Metal Care- Dulux Super Satin And Super gloss 5 in 1

4. Wood Care- Dulux Advanced Water Based Pu and Melamine .

Market shares of Decorative paints :

20%
20%

Berger Paint
Asian Paint

11% Nerolac Paint

ICI Paint
Other's
30%

19%

Source:

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 Market Share of Industrial Paints
Goodlass Nerolac Paints Ltd. Asian Paints (India) Ltd. Berger Paints (India) Ltd.
ICI India (Ltd.) Shalimar Paints Ltd. Others

17%

41%
8%

9%

10%
15%

In industrial segment Kansai Nerolac is the market leader with market share 41%,followed by Asian
paints with market share 15%.Berger paint is the third largest player in this segment.

COMPARISION OF INTERIOR PAINT PRODUCTS-

BERGER PAINTS ASIAN PAINTS NEROLAC PAINTS DULUX PAINTS

Silk Royale syrne Impression 24 carat Velvet touch
Easy clean Royale luxury Pearl emulsion Pearl glow
Rangoli Premium emulsion Lotus touch Gloss ready mix
Bison emulsion Tractor emulsion Beauty silver Super clean

COMPARISION OF EXTERIOR PRODUCTS-

BERGER PAINTS ASIAN PAINTS NEROLAC PAINTS DULUX PAINTS

Weathercoat allguard APEX duracast Excel rain guard Diamond exterior
Weather coat antidust Apex ultima Excel mica marble Weatherguard
maximum
Weather coat smooth Apex crosstex Excel everlst Weatherguard

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 Walmasta Apex pebbletex Suraksha Dulux accents

In 2012, the profit of Berger paints is 1800millions where as its nearest competitor Asian paints make
a profit of 9887millions.

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Customer Profile:-

In paint industry there are two major segment one is decorative paints and another is industrial paints.
The decorative segment acquires 70% business of paint industries. So the major customer of paint
industry are end user or consumer.

Due to the growth of firms and market, marketing decisions makers have been removed from direct
contact with customers. Managers have had to turn to consumer research. They spend more money
in trying to learn Who buys, How do the buy, when do they buy, where do they buy.

Business and academic researchers have invested much energy in researching the relationship
between marketing stimuli and consumer response.