Asian Paints is one of the leading and largest companies of Asia and so is there success story. Their journey of accomplishments, challenges, and solutions will drive you crazy! You must read further to know how beautifully this once small sector company has emerged to a multinational giant.
Company: Asian Paints Limited
Owners: Champaklal Choksey, Suryakant Dani, Chimanlal Choksi, and Arvind Vakil
Head Office: Mumbai, Maharashtra – India
Journey of Asian Paints and its Founders :
The journey begins with 4 friends who are progressive and creative. These four people decided to set up a small company in a friend’s garage in Mumbai. Their names are, Champaklal Choksey, Suryakant Dani, Chimanlal Choksi, and Arvind Vakil. With the mutual consent of all the parties, it was decided to work together in 1942. Unfortunately, before these four friends could learn to spread their wings, the paint companies were put to a temporary ban due to the political crisis like World War II and Quit India Movement. Despite the hurdles and ban, the company made an annual profit of 23 crores during that time and became a leading paints manufacturing company in India.
It was no looking back for the company as it continues to enjoy success even today. Today, the company operates in 22 countries. Due to certain disputes and between the partners and after the death of one of the members (Champaklal), the shares were mutually divided in other family members of the company. Asian Paints understood the foreign market and marketing strategies well. This is one of the major reasons why they survived through every storm.
Let me take you to the flashback of the times when they launched the most successful product; ‘Washable Distemper’. The product was launched with an objective to balance the cheap dry distemper and expensive plastic distemper. To further attract sales, they used taglines like, ‘Don’t lose temper, use Tractor Distemper’ and “Har Ghar Kuch Kehta Hai”. In order to further drive its sales, the company also launched their own mascot by name, ‘Gattu’. Gattu is that small notorious boy who holds a paint bucket in his hand.
By 2000, Asian Paints launched their own logo, ‘AP’. If you are confused to launch your business and are scared of taking up risks, then you must take some inspiration from the founders of Asian Paints. By adding learning, technology, strategies, marketing campaigns, and new markets, Asian Paints kept doubling its revenue every year. A small company that began in a garage is today Asia’s largest paint company which has even failed many other successful paint firms.
Asian Paints changed the mindset of people who believed that painting is done only when walls are peeling off. Today, painting the walls is more of a home decor and lifestyle. There are so many lustrous colors that add to the beauty of your house interiors. The company is enjoying these clouds of continuous success due to the true efforts of those four owners who believed in it.
“The way to develop self-confidence is to do the thing you fear and get a record of successful experiences behind you.” –William Jennings Bryan
What motivates us from their success story?
Everything! Who knew that such a small company will be a leading company in Asia? It’s easy to keep sulking in self-doubt and continue to praise others. You need to stand up and raise an eyebrow to your self-doubts. Unless you do it, you would never be able to stop others from raising their eyebrows on you.
The paint created by these 4 founders was during the most critical times of World War II. They have faced their own share of downfall, criticisms, self-doubt, failures, and the worse of challenges to rise again. One thing never stopped them from continuing – their teamwork and self-belief. I totally agree with this! If you can’t stick strongly to your own decision, you must never advise others what to do.
“It is confidence in our bodies, minds, and spirits that allows us to keep looking for new adventures.” — Oprah Winfrey
This video covers how Asian Paints started and how it went on to become the market leader. Its continuous growth makes us think that what is the secret sauce of this company? and this video covers all about its successful journey.
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