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Berger wants to repaint its fortunes as rivals swarm

By Sohail Khan 22 September 2026, 9:05 am

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Business News›Industry›Cons. Products›Paints›India’s no. 2 paintmaker Berger Paints plans expansion to fend off Birla, JSW

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India’s no. 2 paintmaker Berger Paints plans expansion to fend off Birla, JSW
Synopsis

Berger Paints is strengthening its market position against new competitors. The company plans new luxury paint lines and expanding its exclusive outlets. It is also investing in new manufacturing facilities in eastern India. This strategy aims to counter pricing wars and secure market share. The Indian paint sector anticipates growth driven by urbanization and real estate.

Berger Paints India Ltd., controlled by the billionaire Dhingra family, is fortifying its business as India’s second-largest paintmaker seeks to fend off a challenge from deep-pocketed tycoons in the $8.2 billion sector.

The Kolkata-based company, with a nearly 20% revenue share among publicly listed peers, has identified two areas for what its Chief Executive Officer Abhijit Roy called an “insurgent act.”

Berger is strengthening teams in its weaker markets of Mumbai and Pune in the west, and Chennai and Bengaluru in the south, Roy said in an interview. The firm also plans to launch a new line of luxury paints, and add as many as 250 mostly exclusive outlets every year to take the count to 2,500 by March 2029.

India’s paints sector is expected to grow about 5% to $11.8 billion by 2030, according to the IMARC Group, buoyed by urbanization, rising disposable incomes, and a country-wide growth in both commercial and residential real estate.

Still, the pricing pressure following aggressive discounts by newer rivals has crimped margins for both Berger Paints and Asian Paints. The Middle East conflict-led surge in crude prices has further clouded the outlook for listed players, including Kansai Nerolac Paints Ltd. and JSW Dulux, formerly Akzo Nobel India.

Also Read: Berger Paints prioritises sustainable growth, focuses on core segments

Given the current competitive dynamics, “holding on to our 20% market share is a solid baseline performance,” Roy said. “If market conditions align with our plans, we will push for an extra 0.5% gain nationally across all categories.”

Roy expects the festival season through Diwali in November to buoy demand and lift the full-year volume growth slightly to 8%, overcoming a slow start to the year and higher raw material prices. He also predicts an additional boost for the industrial paints segment from the country’s infrastructure buildout.

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