Asian Paints which was started by four friends in February 1942 is now India’s largest paint company and Asia’s third largest paint firm, boasts of its operations in 22 countries.
Champaklal Choksey, Chimanlal Choksi, Suryakant Dani and Arvind Vakil started Asian Paints in a small garage in Mumbai.
During World War II in 1942, there was a temporary ban on paint imports and therefore the founders decided to make and market the paint locally.
In 1950s the company launched a “washable distemper” which became the most popular and trusted product among the middle class.
In 1954 a mascot named “Gattu” was launched which was created by R.K Laxman. Gattu- a mischievous boy with a paint bucket in his hand found appeal with the middle class.
Earlier the company was named as Asian Oil and Paint Co. Pvt. Ltd. but in 1965 it was changed to Asian Paints.
In 1980s, Asian Paints changed its marketing strategy by focusing on festive occasion and launched a tagline ‘Har Ghar kuch Kehta Hai’.
Relating with festivals and important life events like marriages and child birth, the company advertised it as an occasion to paint homes by connecting to people on emotional level.
The company revamped its corporate identity in 2000s and axed Gattu as their mascot and changed its ‘Asian paints’ logo to shorter AP.
As of 2015, it has the largest market share with 54.1% in the Indian paint industry. Asian Paints continues to rule the market as well as our walls with the help of its dynamic marketing strategies.
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