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Birla's paints bet shakes Asian Paints India's reign

Elara Securities, which has shared exclusive data with us, shows that Asian Paints, India's largest paint manufacturer, has lost more share of the market than analysts had expected in the first year after billionaire Kumar Mangalam Birla launched his ambitious paints venture.

Elara Securities' data shows that Asian Paints market share dropped to 52%, from 59%, in the 12-month period ending March 31. This puts pressure on the leader of the industry to spend more money on marketing and promotions to maintain its crown.

Birla Opus has reached a market share of 6.8% for the last quarter.

"Whenever there is a new entry, their strategies are aggressive. This time the scale has been much larger," said Geojit Financial Services Analyst Antu Thomas. He had originally expected Grasim's market share to be only 1%-2 %.

Birla Opus is the paints division of Aditya Birla Group's Grasim. They have borrowed heavily from Asian Paints to gain ground on the $9.5 billion market that includes Berger Paints Kansai, Indigo Paints, and AkzoNobel India.

Analysts said that after its launch in February 2024 with an investment 100 billion rupees (1.18 billion dollars), the sector expanded at a rate never seen before.

According to interviews with former Asian Paints and paint dealers, the company offered discounts to attract paint dealers. It also hired managers at mid-level positions from Asian Paints and built factories close to its rival's established units.

"Asian Paints accounted for 70% of my paint sales in 2023." In 2024 the share was only 30%," Sunny Rahman said, a paint seller in Kolkata's eastern city, who switched brands because of cheaper prices.

Asian Paints has been hurt by the moves. Last week, it reported a 45% decline in profit for the fourth quarter that was higher than expected. It also warned of the worst demand conditions in decades.

Amit Syngle, CEO of Asian Paints, said in the call after earnings that "in a market where things are already slow the intensity of the competitive action was much more." "It's a double whammy," said Syngle.

INTENSIFYING BATTLE

Asian Paints has not responded to any requests for further information.

Rakshit H. Hargave, CEO of Birla Opus, said that the company has no plans to slow its pace.

Hargave stated that "our objective is to increase market share and, I believe, we have already built that into the plan we have." He denied that the Birla Opus factory locations were chosen based on their proximity to Asian Paints units, and claimed Birla Opus hired across the industry.

Analysts at ICICI Securities have flagged "downside risks" in Asian Paints' forecast, which calls for an EBITDA margin of 18%-20% (operating profit).

"Asian Paints' future is not in steep discounts. Thomas stated that it will be successful by introducing products with differential values. $1 = 84.8553 Indian Rupees

(source: Reuters)