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

Known for its ubiquitous Fevicol adhesive, Mumbaibased Pidilite Industries is making a significant strategic pivot, aggressively ramping up its efforts in the fiercely competitive decorative paints market.

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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." The shift in strategy coincides with a looming leadership change at the company. Puri, the first professional manager to lead Pidilite, will step down from his role on 31 March after nearly a decade at the top. He will pass the reins to Sudhanshu Vats, who joined the company in 2021 and has been serving as managing director designate since March 2024.

There may be bigger plans.