Berger Paints India Ltd., a company controlled by the Dhingra family, aims to strengthen its market position as it is the second-largest paint manufacturer in India and faces challenges from major players in the $8.2 billion sector.
The Kolkata-based company, holding nearly 20% of the revenue share among publicly traded competitors, has identified two directions for what its CEO, Abhijit Roy, called a 'rebellion.' Roy stated in an interview that Berger is strengthening teams in weaker markets in western regions—Mumbai and Pune—as well as in southern regions—Chennai and Bangalore.
Furthermore, the firm plans to launch a new line of premium paints and open up to 250 new, predominantly exclusive sales points annually, aiming for a total of 2500 by March 2029.
Competitive Pressure and Market Growth
The company found itself in a defensive position after billionaires Kumar Mangalam Birla and Sajjan Jindal initiated a price war to win business from it and the sector leader, Asian Paints Ltd., which controls over 50% of the market. According to a PL Capital report dated September 16, Birla Opus and JSW Dulux Ltd. are gaining momentum.
Berger's shares have declined by approximately 16% this year, compared to the national benchmark index drop of 10%. The company, valued at 52,540 crore rupees ($5.5 billion), is 64.56% owned by UK Paints India Pvt., which is controlled by Kuldipa Singh Dhingra and his brother Gurbachan Singh Dhingra. These brothers acquired the business in 1991 from former liquor magnate Vijay Mallia, whose Kingfisher Airlines Ltd. ceased operations in 2012 due to inability to pay creditors.
The country's second-largest paint company is expanding its distribution network and offering incentives to artists, builders, and architects to boost sales. Roy also stated that the company is investing 2000 crore rupees in building manufacturing facilities in West Bengal and Odisha, located in the eastern part of the country, by 2029 and 2030.
According to IMARC Group forecasts, the Indian paint market is expected to grow by about 5% by 2030, reaching $11.8 billion, driven by urbanization, rising disposable income, and nationwide growth in commercial and residential real estate.
Prospects and Risks
However, price pressure caused by aggressive discounts from new competitors has squeezed margins for both Berger Paints and Asian Paints. Rising crude oil prices, triggered by the Middle East conflict, further complicate forecasts for public participants, including Kansai Nerolac Paints Ltd. and JSW Dulux, formerly known as Akzo Nobel India.
Given the current competitive landscape, Roy believes that 'maintaining our 20% market share is a solid baseline.' He added that 'if market conditions align with our plans, we will aim for an additional 0.5% national growth across all categories.'
Roy expects the festive season leading up to Diwali in November to support demand and slightly increase the annual growth volume to 8%, compensating for a slow start to the year and rising raw material costs. He also predicts additional growth in the industrial paint segment due to the country's infrastructure development.

