Archive · 10 Nov 2025
Berger Paints Prioritizes Market Share Over Profit Amidst Intense Competition
Imagine the paint market is like a big playground.
Berger Paints is one of the main kids playing there.
Recently, some new kids, like Birla Opus and JSW Paints, arrived with lots of new toys and energy, wanting to play in Berger's spot.
Berger's boss, Abhijit Roy, said that even if they lose a few candy bars (profits), they will focus on making sure they keep their spot on the playground (market share).
He believes if they hold onto their space, they can always earn more candy later.
The new kids have shaken things up, making everyone play harder.
Berger is working hard to win more kids over by getting into more areas of the playground and making sure their paint is available everywhere.
Even though sales dipped a bit recently, Berger is confident their plan will work.
Berger Paints CEO Abhijit Roy stated the company will prioritize market share over profitability if competitive pressures increase.
The Indian paints market is experiencing intensified competition following the entry of Aditya Birla Group's Birla Opus and JSW Paints' acquisition of Akzo Nobel India.
Berger Paints' market share grew to 20.8% in the first half of FY26, though revenue and net profit declined sequentially in the September quarter.
The company is focusing on strengthening its distribution network, particularly in the West and South regions, to counter new challengers.
Analysts expect competitive intensity to eventually ease, potentially allowing for price increases, and believe Berger's aggressive urban push could lead to market share gains.
- Who
- Berger Paints India Ltd (CEO Abhijit Roy)
- What
- Berger Paints is prioritizing market share over profitability to counter increased competition from new entrants like Birla Opus and JSW Paints.
- When
- The strategy shift is ongoing, with increased competition intensifying over the past 18 months since Birla Opus entered the market in January 2024. Berger's market share improved in H1 FY26, but revenue and profit saw sequential declines in the September quarter.
- Where
- India's paints market
- Why
- To defend its market share and strategic position against aggressive new players aiming to disrupt the established hierarchy and capture significant portions of the market.
Berger Paints
New Challengers (Birla Opus, JSW Paints)
Market Share vs. Profitability Strategy
Berger Paints
Berger Paints is willing to sacrifice short-term profits to protect and gain market share in a highly competitive environment, believing profitability can be regained later.
New Challengers (Birla Opus, JSW Paints)
New entrants like Birla Opus have a clear ambition to capture significant market share, aiming to become a top-tier player, and are making substantial investments.
Competitive Landscape and Industry Impact
Berger Paints
Berger acknowledges that new entrants like Birla Opus have disrupted the market and 'woken everyone up,' forcing faster operations, which is seen as ultimately beneficial for the industry.
New Challengers (Birla Opus, JSW Paints)
The aggressive entry of players like Birla Opus and JSW Paints, with significant investments and acquisitions, has raised concerns of a potential price war and intensified competitive pressure.
Current Market Position and Future Aspirations
Berger Paints
Berger, currently second with around 20% market share, aims to increase it to 30%, leveraging its established dealers, brands, factories, and business expertise.
New Challengers (Birla Opus, JSW Paints)
Birla Opus, starting from a zero base, aims to become a profitable No. 2 player, while JSW Paints is aggressively expanding through acquisitions, signaling a strong intent to grow rapidly.
- Company
- Berger Paints India Ltd
- CEO
- Abhijit Roy
- Market Share (Berger)
- 20.8% (as of H1 FY26)
- Dominant Player
- Asian Paints (approx. 52% market share)
- Key Competitors
- Asian Paints, Kansai Nerolac, Akzo Nobel, Birla Opus, JSW Paints
- Birla Opus Investment
- ₹10,000 crore
- JSW Paints Acquisition
- Akzo Nobel India for ₹9,000 crore
- Industry Size
- Nearly $10 billion