Will Grasim's entry end Asian Paints dominance?

Experts go as far as calling the Grasim's entry a 'Jio moment'

- ARSHAD KHAN

ADITYA BIRLA GROUP firm Grasim's aggressive expansion into the paint business is touted as the next-big thing in the industry, with experts going as far as calling it a 'Jio moment'.

Analysts at research and brokerage firm Jefferies India said Grasim may go for an aggressive strategy (pricing or otherwise) and disturb the market structure, which may have a greater impact on smaller players, but Asian Paints, the current market leader, may also be at risk. "This is the reminiscent of Jio's foray into the telecom industry, with significant capacity additions, which ultimately resulted in lower industry tariffs," said Jefferies in a report earlier this week.

Jay Gandhi, institutional research analyst at HDFC Securities, feels Grasim's plans will impact the number 2 and number 3 players. He, however, believes it would be difficult for a new player to shake up Asian Paints' dominant position, especially the widespread dealership network it has.