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India launches antitrust investigation of Asian Paints following complaint by billionaire Birla

According to an order, India's antitrust agency ordered an investigation of Asian Paints on Tuesday after Aditya Birla Group paints venture claimed that the country’s top paint manufacturer abused its dominant position in the market.

According to the order, Asian Paints' initial review by the Competition Commission of India (CCI), showed that it had violated competition laws.

Birla claims that Asian Paints abused its dominant position on the market by offering incentives and discounts to dealers, such as travel abroad in exchange for exclusivity.

Birla claimed that Asian Paints increased the sales targets for dealers dealing with Birla's products. Birla also claimed that Asian Paints "forced" transporters and landlords to avoid doing business with Birla.

The CCI's first review found that Asian Paints had "imposed unfair conditions on them (dealers)," which was in the nature exploitative conduct, the watchdog stated. It ordered its investigation unit to investigate the matter.

Birla Opus, the paints division of Aditya Birla Group, Grasim Industries is led by billionaire Kumar Mangalam Birla. According to Forbes, Kumar Mangalam Birla is India's seventh-richest person.

Asian Paints has a market share of 52% in India.

The company has lost some of its

Dominance

Elara Capital data show that Birla Opus, launched in February 2024, grew quickly to reach a market share of nearly 7% by March.

Asian Paints has not responded to the request for comment regarding the CCI order. Aditya K. Kalra, New Delhi; Chris Thomas, Bengaluru. Editing by Shreya B. Biswas.

(source: Reuters)