Asian Paints - Blending Technology and Distribution*



Case Code : CLSDM033
Publication date : 2005
Subject : Sales and Distribution
Industry : Consumer Semi-durables
Length : 04 Pages
Price : Rs. 100

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Key words:

Asian Paints, Color World, Stock Keeping, Distribution, Stockists, Material Planning, Computers, Supply Chain Management System, ERP


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This caselet initially describes the distribution system of Asian Paints in India. It then discusses how Asian Paints used information technology to improve its materials planning, stock control, and other elements of the supply chain. Finally, it takes a look at the multiple distribution channels that the paint company adopted.


Impact of information technology in paint industry's distribution
Need for multiple channels for marketing paints


Asian Paints India Ltd (APIL), among the top ten decorative coating companies in the world and the leading paint company in India, generated a turnover of Rs 25.6 billion in the first half of 2005. With manufacturing facilities at 29 locations, it serviced around 65 countries

Apart from the parent company, it also operated through its subsidiaries namely Berger International Limited, Apco Coatings, and SCIB Chemicals...

Questions for Discussion:

1. APIL was well known for its continuous investment in technology to improve its operations. In the 1990s, it implemented supply chain management systems along with ERP. Highlight the benefits of these initiatives in the operations at APIL.

2. Apart from pruning its supply chain systems, APIL also laid emphasis on dealer relations. This was very critical as the paint business required an extensive dealer network. What are the various measures that the paint major has taken to improve relations with the dealers? What other measures would you suggest to the company to further strengthen the dealer network?