Berger Paints Invests 20 Billion Rupees to Defend Market Share

Berger Paints is implementing an expansion strategy to defend its nearly 20% market share amid aggressive pricing wars initiated by Birla Opus and JSW Dulux Ltd. Chief Executive Officer Abhijit Roy characterized the plan as an insurgent act designed to counter new rivals and rising crude prices that are squeezing margins across the sector, including for market leader Asian Paints Ltd.

The company is investing 20 billion rupees to construct manufacturing facilities in West Bengal and Odisha by 2030. To strengthen its distribution, Berger Paints plans to add 250 exclusive outlets annually, targeting a total of 2,500 by March 2029. The strategy also includes scaling operations in Mumbai, Pune, Chennai, and Bengaluru and launching a new luxury paint line.

Roy expects national infrastructure projects and the upcoming festival season to drive full-year volume growth toward 8%. He noted that maintaining the current market share represents a solid baseline for the company's performance.