Pidilite to ramp up paints biz in Puri's parting shot

Outgoing MD says firm targets 10-15% market share in decorative paints market

- T. Surendar & Satish John

Known for its ubiquitous Fevicol adhesive, Mumbai-based Pidilite Industries is making a significant strategic pivot, aggressively ramping up its efforts in the fiercely competitive decorative paints market. With a keen eye on the burgeoning demand in non-urban India, the company aims to capture a substantial 10-15% market share, a move that marks a departure from its traditional focus.

Bharat Puri, managing director, pointed out that 30% of the country's ₹70,000-crore paints business is in small towns and rural markets. "We want to get a 10-15% market share of this business," he said. "When we get our model right, we want to be among the top three players in these (non-urban) markets."