BERGER PAINTS INDIA Pvt LTD

• Berger Paints Ltd is an Indian multinational paint company, based in Kolkata, India..

• It was founded in the year 1923.
• They have an employee strength of over 3,600 and a countrywide distribution network of
25,000+ dealers.
• It has a gross sale of more than 5691 Crores INR
• It is one of the trusted names in the paint company industry in Indian industry.
• The company focuses on research and development (R&D) which leads to new quality
products to meet the requirements and needs of the customer.
• It has online tools such as paint calculators that help the customers in using its products
efficiently. Online apps include Express Painting, World of Colors and Color tools.
DISTRIBUTION STRATEGY OF BERGER PAINTS INDIA
Pvt LTD

• Berger Paints has categorized its products into

• Silk Breathe Easy
• Silk Glamour
• Silk Luxury Emulsion
• They have operations facility in Russia and a production facility in the Berger manufacturing unit at Krasnodar. Berger
India also have a functional unit in Nepal.
• The vendors are treated more like business partners to ensure that high quality raw materials are secured.
• The majority of the manufacturing is done in-house, although some of its is also outsourced to other processing centres.
• Berger Paints are one of the leading competitors of the paint industry due to its ambiguous marketing strategies and
branding activities.
• The products from both internal and external centers are sent either directly to deposts or to regional distribution
centres, from where customers buy them. They also have a feature called DIY( do it yourself) where the customer is
able to choose the color and the gradient he wants from the website itself and get it delivered to him directly at his
doorsteps.