Berger wants to repaint its fortunes as rivals swarm

Berger Paints India Ltd., a subsidiary of the Dhingra family, is taking steps to revitalize its position as the country's second-largest paintmaker faces competition from wealthy entrepreneurs in a $8.2 billion industry. The Kolkata-based firm, which controls nearly 20% of revenue among publicly listed peers, is focusing on bolstering its presence in weaker markets such as Mumbai, Pune, Chennai, and Bengaluru.

CEO Abhijit Roy revealed plans to launch a new luxury paint line and add up to 250 exclusive outlets per year, aiming to reach 2,500 stores by March 2029. Berger's market share has been significantly impacted by a pricing war initiated by billionaires Kumar Mangalam Birla and Sajjan Jindal, who own Birla Opus and JSW Dulux, respectively.

Both rivals have gained ground, and Berger's shares have declined by around 16% this year, compared to a 10% drop in the overall market. The company, valued at 525.4 billion rupees, is owned by UK Paints India Pvt., a UK-based firm controlled by brothers Kuldip and Gurbachan Singh Dhingra. Berger is expanding its distribution network and offering incentives to professionals in the painting, construction, and architecture sectors to stimulate sales.

Additionally, the firm plans to invest 20 billion rupees in building new manufacturing facilities in eastern India by 2029 and 2030. With India's paints sector projected to grow about 5% to $11.8 billion by 2030, Berger is optimistic about overcoming current competitive challenges. Roy notes that maintaining their 20% market share is a strong baseline, and, if conditions improve, the company will aim for an extra 0.5% gain across all categories.

Roy anticipates an 8% volume growth for the year, driven by the festive season and a boost in industrial paints due to the country's ongoing infrastructure development.