Infrastructure has experienced a tremendous boom in India, due to the country's requirement and desire for rapid development. Thereby, with industrialization, sustainability push, and growth in infrastructure, there is a greater need for better corrosion management practices in the country, and this has created a significant opportunity for the paints, coatings, and corrosion mitigation sectors. While the Indian industry plays a central role in the nation's progress, the industries should also contribute to promoting the policies and initiatives aimed at achieving a corrosion-free nation.
According to estimates, the annual ‘cost of corrosion’ in India is approximately four percent of its GDP. The maintenance and replacement of assets that are affected by corrosion are major hindrances to the growth of the economy. It is evident that the rapidly growing economy, driven by increasing industrialization, and growth in public infrastructure initiatives such as smart city, solar mission, electric mobility, energy & resource efficiency, and sustainability, will require better management of corrosion for improved reliability, safety, and overall lifecycle cost reduction. In this regard, corrosion loss mitigation service providers will play a significant role in the social and economic development of the country, and BERGER PROTECTON is one of the key contributors to this growth journey of our country.
The industry is primarily divided into two segments - industrial (automotive, powder, GI, and protective coatings) and decorative (exterior and interior wall paints, enamel and ancillary products, and wood finishes); along with the Waterproofing and Construction Chemicals which also have great implications on coating performance. In India, the decorative segment dominates the market, accounting for about 70 percent of the market share, while the industrial segment has just over 30 percent. This difference in market shares can be attributed to the involvement of both, the organized and unorganized sectors, and the importance of the growing need to take care of long-term sustainability through value innovation.
Berger Paints is one of the most prominent & highly recognized in the Indian paint industry & provides coating solutions with globally acknowledged competencies. This innovative and customer-focused company is dedicated to improving the paints and coatings philosophy based on the changing customer tastes and choices and offering the most contemporary & responsible products. Originally known as Hadfield's (India), it started with only one factory in Howrah, West Bengal; and later on, it was acquired by British Paints (Holdings), becoming Berger Paints (India). Berger Paints has completed 100 years of existence in December 2023. Despite a modest start, the company has profoundly grown over the years and is now the second-largest paint company in India, the 4th largest in Asia, and 14th largest in the world. It has a proven record of innovation and change across its decorative and industrial ranges.
“Interchanging the ownership and name, Berger Paints India has come a long way today. Headquartered in Kolkata, we are one of the fastest-growing paints companies. In the last 100 years, we observed considerable steady growth. The last 22 years have brought us humungous growth, 22 times in terms of the top line and 33 times in terms of profitability through value innovation in both product process and innovative application technique. 'Protecton' is the market leader in heavy-duty protective coating sectors serving the nation by protecting national assets through innovative solutions with the right mitigation technique”, says Sanjay Chowdhury, Vice President & Business Head, Berger Paints.
The company has a promising classification of products & services offered under three general heads – Decorative, Auto GI & powder, and Protective coating. While under Home clients or customers can seek exclusive Berger Express Painting services for interior painting, exterior painting, waterproofing, wall textures, and wood coatings through its professionally trained team while ensuring home safety and comfort; its Industrial users can leverage Protection Coatings solutions to clients & customers. BERGER AUTO/GI/POWDER is also having a unique solution in GI & POWDER COATINGS along with AUTO segments.
Berger Paints India’s Protective Coatings comprising High-Performance Protective Coatings, Epilux - The Range of Epoxies, Epilux FRX Anticorrosive Coatings (Special Primer for highly corrosive Zone), Lumeros - Heat Resistant Coatings, Sigmark - The Road Marking Products, and huge range of Admixture, Floor Coating, Poly Urea, Waterproofing and Construction Chemicals. Berger also has a huge range in Pipe Coating, Gas coating, and Fireproof coating. Berger Protecton received applauds and awards for several projects, counting one from the railways for improving the coating solution and application, another Innovation award from CIA World, then from SSPC INDIA for significant contribution to protecting national assets in infrastructure, bridges, oil, and gas sectors, refineries, fertilizer sector, and others.
Additionally, Berger iTrain developed AI-based application tools to provide skill to unskilled and making thousands of certified painters who bring lively wood and protect national assets from Corrosion. “Berger is a most sought-after company because we don't just sell the product, we sell the solutions to customers, working in a customized way and understanding what exactly they need. It is based on three pillars (three Cs), i.e., Collaboration, Communication, and Commitment & Co-creation. First, C implies collaboration with customers, marketing, R&D, and material science to work on the cost & execution. The second, important C is communication. Continuous communication with the party, supply chain, and others, gives Berger an edge over others. The Last C is also extremely important spotlighting commitment and co-creation”, shares Sanjay.
Berger paints is one of the most prominent & highly recognized in the indian paint industry & provides coating solutions with globally acknowledged competencies
What differentiates Berger Paints from its competitors, is its capability and resources. Even if one has the capability and resources, the strategic fit can be crafted to leverage the opportunity available in the market, and that is the basic idea through which it takes the leverage of its capability and resources over the competition; through 3 A - ‘creating awareness’, ‘offering products at affordable prices’, ‘making the product available’ by leveraging robust supply chain, and meeting client’s requirement timely and in a very effective manner.
Also, Waterproofing & Construction Chemicals present a huge opportunity for Berger Paints, and there’s a lot of work going on there too. One recent innovation in this context is the development of a highly effective product called polyurea. This unique product provides very high thickness & flexibility and can be applied & reapplied just within a few minutes. Owing to its unique characteristics, it is useful for the roof, sunken portion, and other area. For this, the company even holds a tie-up with a ‘VIP Germany’, and effectively working towards manufacturing it in India in line with government initiatives like Aatmanirbhar Bharat, Make in India, and Vocal for Local. This may open up a huge opportunity to introduce such innovative products for long-term performance.
Berger Paints India is working on the mitigation of corrosion in different sectors, be it railway, infrastructures, refineries, oil & gas, chemical industries, nuclear power, thermal power, solar power, and others. It has been working keeping the value innovation and sustainability factor in mind seeing the green future.
“Our main aim is to save Mother Earth, hence either we are working on low VOC (volatile organic component), or no VOC. Also, our major initiatives are working towards water-based products. We are doing a lot of work on nanotechnology and we are trying to use the formulation such that the product is biodegradable and where energy consumption is minimal. Our conscious strive has been the 3Rs practice - Reduce, Reuse, and Recycle; and since then, not even a single drop of waste has gone out of our system. Due to our various sustainability initiatives, our effort is recognized and received awards from different business houses like ICC, CII, and more, different segments, including government", says Sanjay.
Apart from its innovative products, Berger Paints has developed a water-based asphaltene coating for drinking water, i.e., NSF, WRA, and UL-certified. This unique innovation using a special water-based asphaltene coating technology is a significant contribution to the drinking water industry. “We manufacture and even export it to the US, replacing international brands. Many Indian pipe manufacturing companies are also our clients who use our products to ensure that drinking water that passes through their pipes is safe”, says Sanjay.
Future Roadmap
The company is presently working on a cutting-edge technology for gas pipeline internal coating that complies with international standards and reduces gas-induced friction. Its future plans involve expanding its business to other countries. Currently, the company has a significant presence in seven countries, including Russia, Bangladesh, Nepal, Poland, Bhutan, Nigeria, and Kenya. Its aim is to increase this number to at least 20 countries within the next 3-4 years.
"We have ambitious plans for expanding our business in India as well, with the mission of 2X4Y. We are also planning to establish new plants in different states, including Sandila in Uttar Pradesh, Orissa, and West Bengal. Our goal is to tap into the enormous potential that the Indian market has to offer. With our strong adaptability and flexible nature, we are poised for significant growth despite intense competition", concludes Sanjay.
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