Can you believe that India’s biggest paint company, Asian Paints was banned after starting in a small garage in Girgaon, Mumbai? Back in 1942, when India was fighting for independence, four friends—Champaklal Choksey, Chimanlal Choksi, Suryakant Dani, and Arvind Vakil—saw an opportunity. During World War II and the Quit India Movement, the British government banned paint imports, leaving only foreign brands and Shalimar Paints in the market. That’s when Asian Paints was born.
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Why Asian Paints Was Banned?
Asian Paints was initially named “Asian Oil & Paint Company” in 1942 but later changed its name to Asian Paints (India) Pvt Ltd in 1957. Asian Paints was growing at an unprecedented pace in the Indian market during the 1950s. By 1957, it had established itself as the leading paint manufacturer in India, outpacing both domestic competitors and foreign brands. Its rapid rise, aggressive expansion strategies, and innovative business model caught the attention of the Indian government, which saw it as a potential monopoly in the making.
The Indian government feared that Asian Paints was becoming too dominant. At a time when India was following a socialist economic model, no private company was allowed to control an entire sector. The paint industry was crucial, especially for defense equipment, aircraft, and warships, and the government wanted to promote public sector undertakings (PSUs) instead of allowing one private company to dominate.
But the ban didn’t slow Asian Paints down. Instead of relying on government contracts, the company turned its focus to household consumers, expanded its dealer network, and introduced new marketing strategies. It even launched its famous mascot, Gattu, designed by R.K. Laxman, making Asian Paints a household name.
Far from being a setback, the government’s restriction only pushed Asian Paints to innovate and expand even faster. Today, it stands as India’s No.1 paint company and one of the biggest in the world—proving that no ban could stop its success.
How Did Asian Paints Expand Globally?
Asian Paints didn’t stop at India. In 1978, it opened its first international subsidiary in Fiji, followed by Nepal in 1983. The real turning point came in 1999, when it acquired Delmege Forsyth & Co., Sri Lanka’s second-largest paint company. In 2000, it entered Oman through a joint venture with the Al Hassan Group. Today, Asian Paints operates in over 60 countries with 27 paint manufacturing plants in 15 countries.
How Big is Asian Paints Today?
✔ India’s No.1 paint company
✔ Asia’s 2nd largest paint company
✔ Ranked 8th in the world
It has 10 manufacturing plants in India, with facilities in Gujarat, Telangana, Uttar Pradesh, Tamil Nadu, Haryana, Maharashtra, Karnataka, and Andhra Pradesh. Its decorative paints business contributes 88.2% of total sales, generating ₹31,205.1 crore, while its international business brings ₹30,615.5 crore, and industrial business adds ₹1,115.5 crore.
What is the Secret Behind Asian Paints’ Success?
It’s not just about paint! Asian Paints understood the power of branding, distribution, and innovation. Their iconic ads like “Har Ghar Kuch Kehta Hai” made them a household name. They also expanded into home décor and lighting, making them a one-stop solution for home improvement.
From a small garage in Mumbai to a global giant, Asian Paints’ story proves that timing, vision, and smart strategy can change everything. And with its rapid expansion, Asian Paints isn’t slowing down anytime soon!
