Research Paper

Year 2024, Volume-18, Issue-1 (January - June)

A comparative study of Non-Colour Bank segment among

leading paint brands in Asansol market
Samrat Singh1 and Somroop Siddhanta2
MBA Student, Dr. B. C. Roy Engineering College, Durgapur [email protected]
1

Dr. B. C. Roy Engineering College, Durgapur [email protected]

2

ARTICLE INFO ABSTRACT

Key Words: Asian Paints, Berger The Indian paint industry is one of the fastest growing ones in the
paints, Non-colour bank, On- country, maintaining double digit growth rates over the last few years,
time delivery, Prompt resolution primarily due to shift in consumption patterns of the decorative
paints. However, the Non-Colour Bank (NCB) segment consisting of
enamels, primers, thinners, are not showing similar growth patterns,
and is dominated by one firm. This study investigates the Availability,
On-time delivery, Incentive schemes, and Customer Service pattern
of Non-Colour Bank (NCB) products of Asian Paints Ltd., the market
leader, and Other Brands, primarily including Berger Paints Ltd. in
the Asansol Municipal Corporation area. The results will help Berger
Paints, the market follower, to be aware of its position in the market
while also assist other firms in finding out the lacunae regarding
various NCB products in Asansol area in order to compete and have a
strategic edge over other paint brands in the survey area.

Introduction last decade. Growth has been consistent with the GDP
growth rate and in some years even higher. Over the
India is the second largest paint market in Asia with an past few years, the Indian paint market has substantially
annual demand of over two million tones. The Indian grown and caught the attention of many international
paint industry has been growing constantly over the players. The paint industry can easily grow at 12-13%

Received 02.05.2023; Accepted 29.08.2023

DOI: 10.48165/gmj.2023.18.1.3
Copyright @ Gyan Management Journal (acspublisher.com/journals/index.php/gmj)

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

annually over the next few years from its current size Review of Literature
of Rs 350 bn. The per capita paint consumption in
India which is a little over 4 kgs is still very low as com- There are different studies that have been conducted on
pared to the developed western nations. The industry various segments of the paint industry. However, only a
is expected to grow at a CAGR of around 10% during few studies have been done on non-colour bank prod-
2021-22 to 2024-25 in value terms. (Markets ltd, 2022) ucts which are the mostly used in industrial sector and
The Indian paint industry has been witness- to some extent in the domestic sector as well.
ing a gradual shift in the preferences of people from Asian Paints, Berger Paints have its range of
the traditional whitewash to high quality paints like NCB products, which include enamels, various prim-
emulsions and enamel paints, which is providing the ers, thinners, putty, stainers, construction chemicals,
basic stability for growth of Indian paint industry. The distempers, and so on. In order to offer the greatest
Indian Paint industry can be divided as the organized painting solutions at reasonable prices, these firms
sector comprising of large and medium size units and are offering several NCB product categories at various
the unorganized or the small-scale sector. The unorga- price points after meticulously identifying the product
nized sector controls around 25% of the paint market, costing. Product costing is the process of determining
with the organized sector accounting for the balance. In the price of a finished product during the design stage
the unorganized segment, there are about 2,000 units (Sheldon et al, 1991). According to (Ulaga and Eggert,
having small and medium sized paint manufacturing 2006), managers perceive direct product expenses, or
plants. The Indian Paints sector is valued at Rs 6,800 the cost a supplier charges, as the main cost compo-
crores in value terms and is very fragmented. The cur- nent. Likewise, Asian Paints and Berger Paints also tries
rent demand is estimated to be around 650,000 tons to provide different quality non-colour bank products
per annum and is seasonal in nature. India’s share in at different prices to appeal to most customers.
the world paint market is just 0.6%. Major segments
in decorative include exterior wall paints, interior wall Both Asian Paints and Berger Paints strive to
paints, wood finishes and enamel and ancillary prod- provide high quality of their NCB products at the
ucts such as primers, putties etc. (Paint and Coatings most affordable prices by using green manufacturing
Manufacturing Industry. n.d.) methods. According to certain studies (Chumpitaz and
Paparoidamis, 2004), the quality of a business-to-busi-
Decorative paints account for over 70% of the ness product has a beneficial impact on consumer sat-
overall paint market in India. Asian Paints is the market isfaction. This helps the brands to grow and reach more
leader in this segment. The industrial paint category customers in the interiors of a country.
constitutes the balance 30% of the paint market and
includes a broad array of segments like automotive In the context of logistics, lead time is referred to
coatings, marine coatings, packaging coatings, powder as the period of time between the realization that an
coatings, protective coatings, and other general indus- order is necessary and the receiving of the products
trial coatings. (Overview of Indian Paint & Coating (Blackstone and Cox, 2005). According to Forslund
Industry 2021, 2022). and Jonsson (2007) and Kallio et al. (2000), on-time
delivery is the degree to which the lead time, and con-
Asian Paints is India’s leading and Asia’s third
sequently the delivery date and the delivered quan-
largest paint company, with a turnover of Rs 193.50 bil-
tity, conform to what has been confirmed. For Berger
lion, whereas Berger Paints India Limited is the second
Paints, the firm tries to maintain ‘On Time Delivery’
largest paint company in the country with a consistent
of its NCB range throughout the value chain. They
track record of being one of the fastest growing paint
deliver their NCB products to their wholesaler partner
companies having sixteen manufacturing units in
as quickly as possible.
India, an employee strength of over 3,600 and a coun-
trywide distribution network of more than 25,000 deal- The capacity to deliver a service or product in the
ers. Other players include Kansai Nerolac Paints Ltd, manner that has been promised is known as customer
Akzo Nobel India Ltd, and Indigo Paints. service. A service, according to Gronroos (2002), is “a

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

process consisting of a series of more or less intangible to a method, to the field of inquiry studying methods,
activities that normally, but not necessarily always take or to philosophical discussions of background assump-
place in interactions between the customer and ser- tions involved in these processes. (Howell. 2012)
vice employees”. As per Turban et al. (2002), customer
In this survey, Exploratory Research was con-
service is all about meeting the customer expectation.
ducted with help of Primary Data since the objective
To meet customer expectation, Berger has “Express
of the report was to conduct to understand an existing
Painting” in which they offer assistance to their cus-
problem by collecting original information from the
tomer both online and physical way. “Express Painting”
sources. The Data that has been collected through a
is very affordable for their customer as it charges a min- questionnaire, which is an instrument for research, that
imal cost and accurate solution to the customer. In the consists of a list of questions, along with the choice of
NCB range, Berger also offers a mechanism for online answers, printed or typed in a sequence on a form used
customer assistance where users may consult specialists for acquiring specific information from the respon-
regarding their products. dents. (Bhattacharya, 2003). Judgmental Sampling,
a type of non-probability sampling technique is used
for the study, since for this survey it was found that the
Objectives of study Hardware shops and Construction Material Shops in
the Asansol Municipal Corporation area were found
The current study is focused on assessing the perfor- to be the most appropriate one for conducting the
mance of NCB products of various paint brands on cer- Research.
tain parameters, within the geographical boundaries of
the Asansol Municipal Corporation. The total number of shops visited are 385. Out of
them 24 shops dealers either didn’t response or were
The specific objectives of the study are listed below: not available in the shops during the time of the visits.
1. To find out the NCB products which are available Consequently, a final figure of 361 responses were gen-
in more than 50% of the stores surveyed in the erated.
ASANSOL MUNICIPAL CORPORATION area. Data Analysis was done through the use of
2. To find the topmost selling product with respect Descriptive statistics. They are the brief informational
to no. of stores selling the NCB products in the coefficients that summarize a given data set, which
ASANSOL MUNICIPAL CORPORATION area. can be either a representation of the entire population
or a sample of a population. Descriptive statistics are
3. To compare the On-Time Delivery of Asian Paints, broken down into measures of central tendency and
vis-à-vis Other Brands, including Berger in the measures of variability (spread). Measures of central
ASANSOL MUNICIPAL CORPORATION area. tendency include the mean, median, and mode, while
4. To compare the Incentives of Asian Paints, vis-à-vis measures of variability include standard deviation,
Other Brands, including Berger in the ASANSOL variance, minimum and maximum variables, kurtosis,
MUNICIPAL CORPORATION area. and skewness. (Ash, 2011).

5. To compare the Prompt Resolution of Issues Asian

Paints, vis-à-vis Other Brands, including Berger Data Analysis
in the ASANSOL MUNICIPAL CORPORATION
area. This section consists of the analysis of NCB prod-
ucts of Asian paints vis-a-vis its market competitors,
Berger Paints and some other brands, with the help of
Research Methodology primary data that is collected through questionnaire.
The analysis is done in the paints market of ASANSOL
The term “methodology” is associated with a variety of MUNCIPAL CORPORATION area, in terms of popu-
meanings. In its most common usage, it refers either lar products in the region, punctuality of delivery time,

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

satisfaction of retailers/dealers with existing incentive In the survey area under ASANSOL MUNICIPAL
schemes, support provided by the brands in terms of CORPORATION area, it is observed that there are four
issue resolution and extra benefits (if any) provided by categories of products that are sold from at least 50%
the brands, and preference for Berger products among shops out of the total sample size. They are:
retailers. The market leader in the survey region is Enamel - This category is the most commonly sold
Asian Paints, and thus, the reference for conducting the from various types of retail outlets. Thinner – This cat-
analysis is taken as Asian Paints and the comparison in egory is also most commonly sold from various types of
all the parameters is done against ‘Other Brands’ pri- retail outlets. Metal Primer- This category is the most
marily including Berger Paints as the prominent com- commonly sold in hardware stores.
petitor brand of Asian Paints and some more brands
viz. Pidilite, Dulux and Kansai Nerolac. Wood Primer - This category is the most com-
monly sold in hardware stores.
1. All Product Availability (ASANSOL This shows that Enamels, Metal Primer, Wood
MUNCIPAL CORPORATION area) Primer & Thinner have the most potential for sales
within the said territory. Also, categories namely,
All product availability analysis of the NCB product Interior & Exterior Primer, Putty, Distemper &
basket was carried out by data collection from 361 Construction Chemical are above the 40% mark indi-
paints retailers, that sells NCB paints products from cating thay also have potential for significant market
their outlet inclusive of Asian paints, Berger paints, growth. The first objective is thus fulfilled from the
Pidilite, Dulux, Kansai Nerolac. The Questionnaire had above analysis.
provision to record the data of relevant NCB products
that are sold altogether from the particular outlet. 2. Topmost Selling product (ASANSOL
Figure 1 below shows the share of each category of
MUNICIPAL CORPORATION area)
products, relevant to Berger Paints’ product basket (i.e., The Top selling products as indicated by the retailers
those which are common to Berger and its competing in the survey region is analyzed in this section. Figure 2
brands viz. Asian, Pidilite, Dulux, Kansai Nerolac), sold shows the topmost selling products, noted as the high-
from each of the surveyed retail outlets taken together. est selling from the retailer outlets.

Product Basket
300 266
250 231
206
188
200 163 157 155 159 162
150 112 107 98
100 70 59 66
45 33 43
50 26 16
0

Fig.1: Product Basket

Source: Author’s calculations

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

Top Product Basket

250

200 192

150

100

50 47
50 41
31

0
CC Enamels Int & Ext Primer Putty Others

Fig. 2: Topmost Selling Product (ASANSOL MUNICIPAL CORPORATION area)

Source: Author’s calculations

The Top Selling Product Basket chart shows that The Descriptive Statistics of responses are pre-
in the survey area under ASANSOL MUNICIPAL sented in Table 1 below:
CORPORATION, 192 out of total 361 shops indicated
Table 1: On-time delivery (Asian paints)
Enamel category as their top selling product. This is
followed by Construction Chemicals as the top selling Do you get on-time delivery? [Asian Paints]
product in 50 shops. Exterior & Interior primer are the
Mean 4.570637119
topmost selling product for 41 shops while Putty is the
topmost selling product for 31 shops. Standard Error 0.037673243
Mode 5
From the above observation, it is inferred that
Enamel is the top most selling product in the ASANSOL Standard Deviation 0.715791624
MUNICIPAL CORPORATION area. The second Sample Variance 0.512357649
objective is thus fulfilled from the above analysis. Range 4
Minimum 1
Maximum 5
3. On-time delivery
Sum 1650
On-time delivery (Asian paints) Count 361
Source: Author’s calculations
The retailers were asked whether the delivery of goods
from the distributors of Asian paints was on-time, and
The mean of the responses for On-time delivery of
how much satisfied they were in that aspect. Their
Asian paints of the survey sample is 4.570637119≈ 4.57.
responses were noted on a Likert Scale from 1 to 5 as
It is very near to 5 which indicates that most of the deal-
follows: -
ers/retailers are very satisfied with the delivery of Asian
1 = Never on-time, 2 = Mostly not on-time, 3 = Paints. The Standard Deviation (SD) 0.715791624= ≈
Sometimes, 4 = Mostly on-time, 5 = Always on-time. 0.7. Thus, 68% of dealers have given a score of above
3.87 (mean - SD) out of 5. Hence, majority of the deal-

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

ers have given higher scores in excess of 3.87 out of 5 The mean of the responses for On-time delivery of
when it comes to the on-time delivery in case of Asian “Other” paints brands including that of Berger paints of
Paints, that means they are very satisfied with the deliv- the survey sample is 3.950138504≈ 3.95. It is between 3
ery punctuality of Asian paints. Standard Error (SE) to 4 which indicates that most of the dealers/retailers
= 0.037673243≈ 0.03. SE is very low indicating that indicate that the delivery of Other paints brands includ-
sample mean of 4.57 is very near to population mean ing that of Berger paints was either Mostly on-time.
and thus the mean value of 4.57 is a good estimate if This indicates that the competitor brands of Asian
the survey is done with a larger dataset. The Mode of paints including Berger paints have “Good” on-time
the dataset is 5, which indicated that the majority of delivery punctuality. The Standard Deviation (SD) =
retailers were always receiving “Always on-time” deliv- 0.984748266≈ 0.9. Thus, 68% of dealers have given a
ery from Asian Paints. The range of the responses in score of above 3.05 (mean – SD) out of 5. Hence, major-
the dataset varied from a minimum score of 1 indicat- ity of the dealers have given lower scores when it comes
ing the delivery was “Never on-time” up to a maximum to the on-time delivery in case of Other paints brands
score of 5 indicating the delivery was “Always on-time”. including that of Berger paints, that means they only
“Sometimes” get their deliveries on-time. Standard
On-time delivery (Other Brands) Error (SE) 0.051828856= ≈ 0.05. SE is very low indi-
cating that sample mean of 3.39 is very near to popu-
The retailers were asked whether the delivery of goods lation mean and thus the mean value of 3.95 is a good
from the distributors of Other paints brands including estimate if the survey is done with a larger dataset. The
that of Berger paints was on-time, and how much sat- Mode of the dataset is 4, which indicated that majority
isfied they were in that aspect. Their responses were of the retailers were getting “Mostly on-time” deliver-
noted on a Likert Scale from 1 to 5 as follows: - ies from “Other” paints brands including that of Berger
paints. The range of the responses in the dataset varied
1 = Never on-time, 2 = Mostly not on-time, 3 =
from a minimum score of 1 indicating the delivery was
Sometimes, 4 = Mostly on-time, 5 = Always on-time.
“Never on-time” up to a maximum score of 5 indicating
The Descriptive Statistics of responses are pre- the delivery was “Always on-time”.
sented in Table 2 below:
From the above analysis it is observed that most
Table 2: On-time delivery (Other Brands) dealers feel that Asian Paints has better on- time deliv-
ery as compared to other brands including Berger
Do you get on-time delivery?
Paints. The third objective of the study is thus fulfilled.
[Other Branded]
Mean 3.950138504
Standard Error 0.051828856 4.Current incentives
Mode 4
Standard Deviation 0.984748266 Current incentives (Asian Paints)
Sample Variance 0.969729147 The retailers were asked whether any promotional
Range 5 incentives were being offered to them by Asian paints,
Minimum 0 and how much satisfied they were in that aspect. All
retailers surveyed mentioned that incentives were in
Maximum 5
place. Their responses were noted on a Likert Scale
Sum 1426 from 1 to 5 as follows:
Count 361
1 = Not Satisfied, 2 = Less Satisfied, 3 = Neutral,
Source: Author’s calculations 4 = Somewhat Satisfied, 5 = Satisfied. The Descriptive
Statistics of responses are presented in Table 3 below:

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

Table 3: Current incentives (Asian Paints) retailers surveyed mentioned that incentives were in
Are you Satisfied with current incentives? [Asian Paints] place. Their responses were noted on a Likert Scale
Mean 3.897506925
from 1 to 5 as follows: -
Standard Error 0.055145221 1 = Not Satisfied, 2 = Less Satisfied, 3 = Neutral,
Mode 5
4 = Somewhat Satisfied, 5 = Satisfied. The Descriptive
Statistics of responses are presented in Table 4 below:
Standard Deviation 1.047759191
Table 4: Current incentives (Other Brands)
Sample Variance 1.097799323
Are you Satisfied with current incentives? [Other branded]
Range 4
Mean 3.063711911
Minimum 1
Standard Error 0.054040686
Maximum 5
Mode 3
Sum 1407
Standard Deviation 1.026773028
Count 361
Sample Variance 1.05426285
Source: Author’s calculations
Range 4
The mean of the responses for satisfaction with Minimum 1
current incentives of Asian paints of the survey sample Maximum 5
is 3.897506925≈ 3.89. It is very near to 4 which indi-
Sum 1106
cates that most of the dealers/retailers are “Somewhat
Satisfied” with the incentives offered by Asian Paints. Count 361
The Standard Deviation (SD) = 1.047759191≈ 1.04. Source: Author’s calculations
Thus, 68% of dealers have given a score of above 2.85
(mean – SD) out of 5. Hence, majority of the dealers The mean of the responses for satisfaction with
have given scores above 2.85 out of 5 when it comes current incentives of Other paints brands including that
to the incentives offered to retailers in case of Asian of Berger paints of the survey sample is 3.063711911≈
Paints, that means they are “Somewhat” satisfied with 3.06. It is very near to 3 which indicates that most of
the incentives of Asian paints offered to them. Standard the dealers/retailers are “Neutral” with the incentives
Error (SE) = 0.055145221≈ 0.05. SE is very low indicat- offered by Other paints brands including that of Berger
ing that sample mean of 3.89 is very near to population paints. Thus they are indifferent with the incentive
mean and thus the mean value of 3.89 is a good estimate schemes of Other brands including that of Berger
if the survey is done with a larger dataset. The Mode paints. The Standard Deviation (SD) = 1.026773028≈
of the dataset is 5, which indicated that the common 1.02. Thus, 68% of dealers are above the value of more
response was that the retailers were Satisfied or indif- than 2.04 (mean – SD) and thus neutral towards the
ferent with the incentives offered from Asian Paints. incentives offered by Other paints brands. Standard
The range of the responses in the dataset varied from Error (SE) = 0.054040686≈ 0.05. SE is very low indicat-
a minimum score of 1 indicating the incentives were ing that sample mean of 3.06 is very near to population
“Not Satisfied” up to a maximum score of 5 indicating mean and thus the mean value of 3.06 is a good estimate
they were “Satisfied” with the incentives. if the survey is done with a larger dataset. The Mode
of the dataset is 3, which indicated that the common
Current incentives (Other brands) response was that the retailers were Neutral with the
incentive schemes. The range of the responses in the
The retailers were asked whether any promotional dataset varied from a minimum score of 1 indicating
incentives were being offered to them by “Other” paints they were “Not satisfied” with the incentives offered, up
including Berger Paints but excluding Asian paints, to a maximum score of 5 indicating their satisfaction
and how much satisfied they were in that aspect. All with the incentives offered was “Satisfied”.

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

From the above analysis it is observed that most vides prompt support for resolving issues related to
dealers perceive that Asian Paints has better promo- products or service. The other 47% retailers indicated
tional incentive scheme as compared to other brands otherwise, expressing other brands including Berger
including Berger Paints. The fourth objective of the paints other than Asian Paints do not resolve issues
study is thus fulfilled. promptly.
From the above analysis it is observed that 26%
more number of dealers perceive that Asian Paints has
5. Prompt resolution of issues a better mechanism to resolve dealer issues as com-
pared to other brands including Berger Paints. The fifth
The survey respondents were also asked regarding res-
objective of the study is thus fulfilled.
olution of issues by the various companies. Figure 3 and
Figure 4 below highlight the responses of the customers:

Prompt resolution of issues [Asian Paints] Conclusion

No, 76,
No, 21%
76, 21% The study was done to understand the market of “Non-
Colour Bank” Products in the Asansol Municipal
Corporation area. The research study shows that, there
many NCB products available in the Hardware and
Construction Material shops. Out of them Enamel
Yes, 285,
Yes, 285, 79%
79% is the most selling product in Asansol Municipal
Corporation area. The research study also shows that,
Yes
Yes No
No
dealers are more satisfied with the On-time delivery,
Promotional activities and Customer Service offered to
Fig. 3: Prompt Resolution (Asian Paints) them by the market leader, Asian Paints in comparison
Source: Author’s calculations with the immediate follower, Berger Paints and Other
Paint brands. The study would help Berger Paints Ltd.
Prompt resolution of issues [Other branded] identify the improvement areas and close the gaps
currently existing with its primary competitor, Asian
Paints Ltd. in the Asansol market.
No, 170,
No, 47%
170, 47%
Yes,
Yes, 191,
191, 53%
53%

Limitations
Yes
Yes No
No The study has certain inevitable constraints. The Survey
area was confined to Asansol Municipal Corporation
Fig. 4: Prompt Resolution (Other Paints brands)
area only. The study was totally confined to Hardware
shops and Construction Material Shops and the time
Source: Author’s calculations
span of the survey was limited to one month which is
In the survey area of ASANSOL MUNICIPAL a short period to devote time to individual retailers to
CORPORATION, a total of 79% retailers indicated understand their concerns. Also, there was less scope of
that Asian Paints provides prompt support for resolv- feedback from end customers.
ing issues related to products or service. The other 21%
retailers indicated otherwise, expressing that Asian
Paints do not resolve issues promptly. Recommendations
On the other hand, a total of 53% retailers indi- After analyzing the data obtained from the dealers
cated that various brands other than Asian Paints pro- it was evident that Berger Paints is one of the Market

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Gyan Management Journal Year 2024, Volume-18, Issue-1 (January-June)

Challenger. It enjoys a vast customer base in the Asansol International Journal, 14(2/3), 235–248. https://doi.
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