Paints and coatings are essential for the decorative and protective values of a product, thus upgrading its appeal and durability at the same time. Ensuring protection from the effect of corrosion through aggressive pollutants has become a significant driver of the growth of this segment. The Indian paint industry, which is dominated by architectural coatings, is expected to grow at a CAGR of 8 to 10 per cent from 2021-2026. Berger Paints is a world-class paint manufacturer with a significant role in the future of the Indian Paint market and BERGER PAINTS AS A WHOLE is currently placed 14th R ANK in WORLD TOP PAINT COMPANIES.
The Protective Coating division popularly known PROTECTON has dominated and established their leadership in the heavy-duty Protective coating segment for decades.
Sanjay Chowdhury, Business Head of Berger Paints, says, “We have an eye for detail and our focus is on innovation. We pay heed to customers’ requirements and collate ideas from the team. To build trust, we go the extra mile to help them out, and that is what has positioned us as the fastest-growing company. Berger is growing faster and better, which can be seen from the industry ratings in the last few years. We shall continue to do so with innovative product ranges in the coming years.” Berger boasts of a vast product basket catering to varying consumer requirements through specific product segments, namely, architectural coatings, protective coatings, powder coatings, wood coatings, automotive paints, floor coatings, pipe coatings, construction chemicals, and admixture range.
Berger Innovation is found in introducing products like Waterproof putty, safe and Hygiene express painting solutions and unique of waterproofing solutions, DTM Coating, Fluro paints, All Surface Primer etc are some common examples of Berger’s innovative approach and unique product placement in the market. Sanjay adds, “Protecton, the protective coating range had brought in for the first time in India, the Water Based Black Asphaltic Paint to become the proud exporter of paints for Drinking Water application ensuring Water Quality as per UL /ANSI / NSF 61 standards. With internationally reputed leaders in Passive Fire Proof Segment, we could bring local manufacturing to UL approved standards, water-based intumescent paint and again be the first in the country.”
Position in the Market
Sanjay continues, “The next decade will continue to rely on trends with advanced technology and products that cater to performance products, and those that shall define safety, be it from the effect of aggressive pollutants in roads or the micro-organisms that can contaminate the pharmaceutical and food industry, the security in providing potable water lines with international level certified products. The other sector is Fire-Proofing specifically the PFP products to protect the steel and concrete in high rise buildings a growing demand for the infrastructure demand to offering public safety.”
The demand for protective coating solutions has grown amid climatic changes as UV Radiation is causing fading, peeling away and cracking. Berger has developed Solventless Coatings certified by WR AS (Water Regulatory Advisory Scheme), for coatings in transmission lines for potable water. Berger has a comprehensive product line, including anti-fouling and gas transmission pipe coatings, CAN and DRUM thin film coatings and most advanced fluoropolymer coatings. Sanjay
says, “We have gone with the Government Initiative of ATMANIRMAR BHAR AT and to give an example for that we have introduced water-based intumescent coating with our technology partner PROMAT. We are manufacturing intumescent coatings with the factory and product certified to UL Requirements and Standards.”
Extended Range of Products
Sanjay adds, “Protecton - the high-performance coatings division of Berger has always been the backbone support to the leading brands for its capability to cater to Infrastructure and Industrial houses. The strength has always been the long-term durability offerings and the VOC reduced product lines.” The innovative intent in the approach of operations and designing has been significant. It is a rationale for Berger being a trendsetter with its increasing focus on internal pipe coatings for transmission of gas and water following international specifications.
Sanjay continues, “Protective coatings are a wide range, each with its functional characteristics offering corrosion resistance, heat resistance, chemical resistant, permeability to water and other stored liquids, abrasion resistance, and in case of floor coatings to provide anti-static or high voltage insulation etc. Many products in these lines were introduced, be it for protection of mild steel, concrete as used in bridges across the sea or those used in metro-rail projects and the latest products to ensure waterproofing of concrete structures and passive fire protection of steel or concrete structures which are used in infrastructure projects.”
Berger has an R&D segment with a core of its in-house talents with decades of working experience in this industry. The company prides itself on being the main contributor to creating beautiful products and achieving international standards. It is focused on gaining more advanced products on aspects of environmental friendliness along with long duration and low energy requirement in installation, subsequently focusing on objectives of cost efficiency and maintaining its competitive dominance in the market. Sanjay adds, “Factories and personnel expertise with sound systems to nurture innovation and the culture to imbibing best practices have been recognized with awards and rewards by the competitive forum of CII and the other industry bench-markers. Adopting all international and national standards in production, safety and systems have enabled us to be awarded as the BEST INDIAN PAINT COMPANY (Times Business award).”
We pay heed to customers’ requirements and collate ideas from the team. To build trust, we go the extra mile to help them out, and that is what has positioned us as the fastest-growing company
Challenges and Achievements
Berger continues to excel even after decades of operation primarily due to its excellent idea of the evolving local markets. It has its headquarters in Kolkata, India and has expanded from being an Indian multinational to Nepal, Poland, Russia and Bangladesh. Sanjay says, “Berger has been the forerunner in installing iTrain centres that are spread across the country for training painters. We are a step ahead to partner with ITI and TATA Steel to offer training to industrial painters, painting supervisors, and coating inspectors. We recently had our whole batch of industrial painters get placed for permanent jobs, which probably is the first of its kind to meet the dreams of NSDC-PCSC objectives in meeting Skill-India initiatives. Berger’s good technical service with NACE and SSPC certified coating inspectors had been regularly supporting our industry partners with in-house training and qualification of painters that have ensured getting the most of the paint enhancing durability.”
“Berger has been the forerunner in installing itrain centres that are spread across the country for trainining painters”
Berger has also participated in the landmark Bogibeel bridge, a combined rail and roadway bridge over river Bramhaputra connecting approximately 5 km between the district Dhemaii and Dibrugarh in Assam North-eastern India. European codes and welding standards were adhered to in this project for the first time in India. Berger had the responsibility of high-performance protective coating over 85000MT of steel used in the bridge construction.
Berger has witnessed an appreciation from its consumers, being rationalised its dominance in the market. The Berger Protecton is a distinct market leader because most customers prefer BERGER PAINTS as PROTECTON never sells products but sells solutions. Sanjay has a thoughtful insight into business survival. He says, “In the post-pandemic situation, there is a paradigm shift in the business process. The effective use of the digital platform is the order of the day. In this changed scenario, the way forward is to flexibility and agility to ensure sustainability. When the going gets tough, keep going, and you will get there sooner than later.
If you think achieving great heights of success will be easy, you either do not understand how the process works or you have your sight set too low. It is not crowded at the top because most people won’t do the necessary things to achieve success. They are all too willing to give up when the going gets tough. Creating a culture of NEVER SAY NEVER can transform the mindset of the people because they refuse to quit. They continue to exhibit persistence even after the masses have given up and gone home.”