paint Industry
THAVAN IJRMM Vol-01: No- 01 Oct-Dec 2011
1
A Research Approach to Paint Industry in India-A Study Of Its Marketing Strategies in
Tamil Nadu
A Research approach to paint industry in
India-A Study of its marketing Strategies in
Tamil Nadu
1K. Jayachitra and 2Dr. D. Ilangovan
1Research Scholar in Commerce, Annamalai University, Annamalai Nagar-608 002. jayachitrakps@gmail.com 2Professor of Commerce Annamalai University, Annamalai Nagar-608 002. dil2691@yahoo.co.in Introduction
Paint has been in use for time immemorial. The evidence can be found in the cave paintings. The Chinese are considered to be the pioneers of manufacturing paints thousands of years ago. In modern times paint is made artificially and is used in many different ways.1 Paint is a mixture of four elements solvents, binders, pigments and additives.
Solvents give the paint a liquid flow while the binder binds it to the surface. Pigments impart colour and opacity to the paint and the additives give it special resistance properties.2
The Indian paint industry is over 100 years old. Its beginning can be traced back to the setting up of a factory by Shalimar Paints in
Calcutta (now Kolkata) in 1902. Until World
War II, the industry consisted of small producers and two foreign companies. After the war, the imports stopped, which led to the setting up of manufacturing facilities by local entrepreneurs, still, the foreign companies continued to dominate the market. Initially British Paint companies such as Goodlass Walls (now
Goodlass Nerolac), ICI, British Paints (now
Berger Paints), Jenson & Nicholson and
Blundell & Eomite dominated the market.3
The Indian paint industry historically grew by 1.5 to 2 times of India’s real GDP growth on a year – to – year basis. Now with the
Finance Minister announcing his vision of achieving 10 per cent economic growth it only augurs well for paint sector.
Raw Materials
Raw materials which constitute 60 per cent of the total
1
A Research Approach to Paint Industry in India-A Study Of Its Marketing Strategies in
Tamil Nadu
A Research approach to paint industry in
India-A Study of its marketing Strategies in
Tamil Nadu
1K. Jayachitra and 2Dr. D. Ilangovan
1Research Scholar in Commerce, Annamalai University, Annamalai Nagar-608 002. jayachitrakps@gmail.com 2Professor of Commerce Annamalai University, Annamalai Nagar-608 002. dil2691@yahoo.co.in Introduction
Paint has been in use for time immemorial. The evidence can be found in the cave paintings. The Chinese are considered to be the pioneers of manufacturing paints thousands of years ago. In modern times paint is made artificially and is used in many different ways.1 Paint is a mixture of four elements solvents, binders, pigments and additives.
Solvents give the paint a liquid flow while the binder binds it to the surface. Pigments impart colour and opacity to the paint and the additives give it special resistance properties.2
The Indian paint industry is over 100 years old. Its beginning can be traced back to the setting up of a factory by Shalimar Paints in
Calcutta (now Kolkata) in 1902. Until World
War II, the industry consisted of small producers and two foreign companies. After the war, the imports stopped, which led to the setting up of manufacturing facilities by local entrepreneurs, still, the foreign companies continued to dominate the market. Initially British Paint companies such as Goodlass Walls (now
Goodlass Nerolac), ICI, British Paints (now
Berger Paints), Jenson & Nicholson and
Blundell & Eomite dominated the market.3
The Indian paint industry historically grew by 1.5 to 2 times of India’s real GDP growth on a year – to – year basis. Now with the
Finance Minister announcing his vision of achieving 10 per cent economic growth it only augurs well for paint sector.
Raw Materials
Raw materials which constitute 60 per cent of the total