Building Stronger, Growing Smarter: Berger Paints’ Strategic Evolution
Berger Paints is leveraging innovation, capacity expansion, and strategic focus in construction chemicals and waterproofing to maintain its leadership in a rapidly evolving industry
Navigating a Shifting Paints Landscape
The Indian paints industry is witnessing heightened competition, with new players backed by large conglomerates entering the fray. Birla Opus, leveraging UltraTech’s cement relationships, and JSW Paints, capitalizing on synergies with its cement business, are targeting key markets traditionally dominated by established players. In this context, Berger Paints is realigning its approach to strengthen its market presence and accelerate its growth trajectory.
Strategic Expansion into New Business Areas
Construction Chemicals and Waterproofing:
Recognizing the evolving needs of the construction sector and the significant potential in adjacent categories, Berger Paints has made decisive moves into construction chemicals and waterproofing. The acquisition of a 95.53% stake in STPL, a Kolkata-based company with a legacy in concrete admixtures and waterproofing, marked a pivotal step. This segment, while initially contributing only 30% to Berger’s business, has rapidly grown, with revenues doubling and margins improving from 7% to 11% in recent years. Cutting-edge products like Berger Dampstop and Berger Roof Kool & Seal showcase the company’s dedication to delivering smart, high-performance solutions in this category.
Why This Matters:
In China, the construction chemicals and waterproofing market is larger than the paints sector itself-a trend Berger anticipates will play out in India. By establishing a robust presence early, Berger is positioning itself as a leader in this high-margin, underpenetrated segment.
Aggressive Capacity Expansion
To meet rising demand and support its growth ambitions, Berger Paints is undertaking a massive capacity expansion. The company aims to increase its total manufacturing capacity from approximately 745,000 KL/MT per annum in FY23 to about 1.2 million KL/MT per annum by FY27-a 60% jump in just four years. Key projects include:
• Greenfield Projects: New environmentally sustainable manufacturing units in Panagarh (West Bengal), Odisha, and Andhra Pradesh.
• Brownfield Expansions: Upgrades and expansions at existing facilities to boost output and efficiency.
These investments, totaling around ₹2,000 crore, will help Berger cater to untapped regions and reinforce its supply chain resilience.
Digital Transformation and Distribution Strength
Berger is also investing in digital initiatives to enhance its dealer and painter networks. Projects like WhatsApp ordering, app-based purchases, and AI-driven color selection tools have streamlined sales, marketing, and logistics operations. The company’s extensive distribution network, especially strong in North and East India, provides a competitive edge, while targeted efforts are underway to strengthen presence in South and West India, where premium products are in higher demand.
Sustainable and Cautious Growth Philosophy
Chairman Rishma Kaur emphasizes that Berger’s growth strategy is rooted in sustainability and prudent expansion. While open to acquisitions that align with its vision, the company prioritizes organic growth and innovation. Berger’s focus remains on meeting its own ambitious targets-doubling turnover to ₹20,000 crore by 2030-rather than chasing market share for its own sake.
Responding to Competition with Agility
Berger’s management is acutely aware of the intensifying competition and is responding with efficiency improvements, product innovation, and a sharper regional focus. The company’s leadership believes that the current phase offers an opportunity to “tighten the screws and become more efficient,” ensuring that growth rates remain robust despite market disruption.
Conclusion
Berger Paints is navigating a dynamic and competitive landscape with a clear-eyed strategy: expand into promising new business areas, invest in capacity and digital transformation, and maintain a disciplined, sustainable approach to growth. By leveraging its brand equity, robust distribution, and a culture of innovation, Berger is well-positioned not only to defend its market share but also to set new benchmarks in the Indian paints and construction chemicals industry.
The image added is for representation purposes only
