'Lot of action here, makes sense to focus on Indian market'

The decorative paints industry got more competitive when the Aditya Birla group entered the business last month. ABHIJIT ROY, managing director and chief executive officer of Berger Paints India, tells Ishita Ayan Dutt in Kolkata, his company is not worried and has a strategy to protect its market share. Edited excerpts:

- Ishita Ayan Dutt

Berger entered its hundredth year when a new player, the Aditya Birla group, announced ambitious plans. How will Berger protect its market share?

We have been around for a long time. But our journey began in earnest in 1990 when the current promoters (the Dhingra family) came in. Till that point, we were the 5 or 6 player in the country. From there, we have moved up steadily to become Number 2 in the decorative paints segment. In protective and general industries, we are the leader in India. We also have a presence in powder coating and automotive coatings. So, we straddle the entire spectrum of paint and coatings. Also, we have a presence now in construction chemicals and waterproofing.

In decorative paints, a few things are critical: Distribution and brand strength, equity in local markets which includes the ability to control the dealers, contractors, builders, architects, interior decorators, and customers.