India's Paint Industry
Waterproofing and Adjacent Products
How paint companies expanded into waterproofing, adhesives, wall putty and home décor, and why Pidilite's Dr. Fixit leads waterproofing.
Paint firms expanded into related products.
Waterproofing
- Leaks in monsoon make waterproofing important.
- Pidilite’s Dr. Fixit leads the market.
- Paint firms sell waterproofing too.
Wall putty
Putty smooths walls before painting.
Adhesives
Pidilite’s Fevicol dominates adhesives.
Home décor
Asian Paints bought kitchen and bath firms like Sleek and Ess Ess, and sells furnishings.
Economics
Diversifying uses existing dealers and brands.
The leaky roof
Before monsoon, a family waterproofs its terrace with Dr. Fixit to stop leaks.
Thinking paint firms sell only paint
They sell waterproofing, putty and décor.
Key takeaways
- Paint firms expanded into adjacent products.
- Dr. Fixit leads waterproofing.
- Fevicol dominates adhesives.
- Diversification uses existing networks.
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