ASIAN PAINTS' BRUSH WITH COMPETITION

The company is facing new deep pocketed rivals and smaller players in the hinterlands, but the market leader knows how to up its game.

- V. KESHAVDEV

HAR GHAR KUCH KEHTA HAI (every house has a story) is an iconic jingle that has epitomised Asian Paints' brand positioning as a company whose colours don't just coat walls but capture memories, dreams, and aspirations, and in doing so makes it an indelible part of Indian households.

But just as colours fade over time, so does the invincibility of market leaders. With over 50% share in the home decor paints sector, Asian Paints is facing competitive intensity not just in urban but also rural households. From the quiet village of Bhavapur in Uttar Pradesh’s Amethi constituency, Indrajeet Yadav, a mechanical engineer-turned-entrepreneur, is one of the new contenders looking to disrupt the dominance of this paint giant.

Yadav’s story began at the National Handmade Paper Institute in Jaipur, where he learned the art of turning cow dung into Khadi Prakritik Paint, an eco-friendly alternative to chemical paints. Driven by a mission to create local employment and curb urban migration, the 31-year-old invested in his own machines and launched Shri Krishna Khadi Works, producing eco-conscious paint at competitive prices. “I wanted to curb migration to cities and provide work for village women,” Yadav explains.

To avoid being pigeonholed as a local brand he is looking to collaborate with other Prakritik Paint makers — the brand is owned by Khadi — across Uttar Pradesh, creating a network that now comprises 15 producers across districts such as Ghaziabad, Moradabad, Unnao, and Amethi. “If a bucket of Prakritik Paint is visible in one place, it should be visible in other places too. Only then will people see it as a national brand,” Yadav asserts. This collective approach is aimed at strengthening their market position, making their presence felt in different regions. “We are not competing on price but the fact that it’s a better alternative to chemical-based paints,” says Yadav.

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