Introduction

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INTRODUCTION Indian Paint industry has a total market size is US$1400million. The organized sector of the industry is 55 %, whereas, the 45 % unorganized sector has about 2500 brands. According to Indian Paint Association and AC Nielsen, the expected market is 49545 INR crs. by 2016-17 with a prediction of absolute dominance of decorative paint over the industrial market. Estimated market of 2011-12 was 26040 INR cr. (per capita consumption was 2.7 kg.) in which 71 % contributed by the decorative paints contributed by premium range (High & acrylic emulsions), Medium range (Enamel paints), distemper range (low end paints). Decorative paints are used by Indian consumers for their domestic decorations and incorporate a complex post purchase assessment often performed by them. Purchase of decorative paints happen during house construction, in festive season or pre marriage ceremony. In metro cities

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Introduction

Transcript of Introduction

INTRODUCTIONIndian Paint industry has a total market size is US$1400million. The organized sector of the industry is 55 %, whereas, the 45 % unorganized sector has about 2500 brands.

According to Indian Paint Association and AC Nielsen, the expected market is 49545 INR crs. by 2016-17 with a prediction of absolute dominance of decorative paint over the industrial market. Estimated market of 2011-12 was 26040 INR cr. (per capita consumption was 2.7 kg.) in which 71 % contributed by the decorative paints contributed by premium range (High & acrylic emulsions), Medium range (Enamel paints), distemper range (low end paints). Decorative paints are used by Indian consumers for their domestic decorations and incorporate a complex post purchase assessment often performed by them. Purchase of decorative paints happen during house construction, in festive season or pre marriage ceremony. In metro cities like Kolkata, dealers and interior designers often influence the purchase of decorative paint in the choice process of brand/product.Paint Company Name Market Share (%)

Asian Paints

: 37

Goodlass Nerolac : 15.9

Berger Paint

: 13.8

ICI

: 11

Jenson & Nicholson : 5.7

Shalimar

: 4

Others

: 12.6

Total

: 100


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