Marketing strategy for Gujarat: Assessing the impact of the unorganised sector on overall paint sales and formulating a marketing strategy to counter the same in Gujarat; Asian Paints(I) Limited, Bombay

Abstract

Asian Paints, the number one paint company in India (Rs. 516 Crores turnover as of March 31, 1993), has been observing a lot of activity in the unorganised sector paint industry of Gujarat. Traditionally, Gujarat has been a stronghold for Asian Paints and has been a market 60 per cent in its favour. The small-scale paint industry of Gujarat too has been very active and today virtually offers a product in every category. A number of entrepreneurs have set up units in the industrial development estates (GIDCs) across the state.