In a bold strategic move, Berger Paints India Ltd has declared it will prioritize protecting its market share even if it means accepting temporary profit reductions, as new competitors Birla Opus and JSW Paints intensify what industry insiders are calling India's 'color war.'
Market Share Protection Takes Priority
Abhijit Roy, Managing Director and CEO of Berger Paints, stated in an exclusive interview that the company's primary focus remains defending its position in the market. The paint maker has seen its market share improve by 0.5% to 20.8% in the first half of fiscal year 2026, demonstrating its resilience amid growing competition.
"Ideally, we would love to grow both profit and sales," Roy explained. "But if push comes to shove, we will prefer to have our market share protected even if a little bit of profit dilution happens. Once your market share is protected, profits can always come back sooner or later."
New Competitors Shake Up Industry
The Indian paints industry, valued at nearly $10 billion, is witnessing unprecedented disruption with the entry of major players. Birla Opus entered the market eighteen months ago with a massive ₹10,000-crore investment plan across six greenfield plants, while JSW Paints turned aggressive this July with a ₹9,000-crore acquisition of Akzo Nobel India.
Roy acknowledged that Birla Opus has fundamentally changed the industry dynamics. "They've woken everyone up, shaken everyone up—and everyone is running faster. It's a good thing to have happened to the industry," he remarked, highlighting the positive competitive pressure.
Financial Performance and Market Position
Despite the competitive pressures, Berger Paints has maintained its position as India's second-largest paint company. However, the company reported sequential revenue decline of 11.9% to ₹2,827.49 crore in the September quarter, while net profit dropped 34.4% to ₹206.38 crore.
The current market landscape shows Asian Paints dominating with approximately 52% market share, followed by Berger Paints at 20.8%, Kansai Nerolac at 15%, and Akzo Nobel at 8-9%. The remaining 4-5% is shared by smaller players including Indigo, Nippon, and Shalimar Paints.
Strategic Expansion and Regional Focus
To counter the competitive threat, Berger Paints is doubling down on distribution, particularly in the West and South where its presence has been relatively weaker. The company is addressing material availability issues and adding new dealers in these regions while reinforcing its dominance in the East, its traditional stronghold.
"Birla Opus is stronger in the West and South where they already have a cement network," Roy noted. "So the pressure is higher there, not in the East."
Analyst Outlook and Future Prospects
According to ICICI Securities, Berger's aggressive investments in urban distribution could yield market share gains in the second half of FY26 and FY27. Analysts expect competitive intensity to have peaked, allowing for selective price hikes once market pressures ease.
Roy also addressed the impact of extended monsoon on the festive painting season, which accounts for 21% of their total sales. "The demand is going to rise because there is a lot of pent-up demand. The rains delayed it, so we expect that sales will happen in this quarter and the next quarter," he explained.
Despite margin pressures and intensifying competition, Berger Paints is betting on its scale, brand recall, and distribution strength to maintain its competitive edge in India's rapidly evolving paint industry.
