Building a Strategic Roadmap for Market Entry

Asian Paints is a Indian FMCG giant, with 60% market share in the organised paint industry. I was offered an internship in the company from April 2024 to June 2024. This project, given to me, was a deep dive into the dynamic and emerging market of wall panels, to provide Asian Paints with a comprehensive roadmap for entering this space. My role was to bring clarity to the market's potential, initial investments and breakeven analysis,  define actionable strategies, and position Asian Paints for success in a competitive landscape.

There were four defined objectives:

Conducting thorough market research to uncover untapped potential and validate demand.

Understand value chain and margin/markup added at each step.

Developing a strategic roadmap for sourcing, inventory, distribution, and marketing.

Providing recommendations to differentiate Asian Paints in a price-sensitive and competitive market.

Research and Insights: I employed a blend of secondary and primary research methodologies. Secondary research provided a macro-level understanding, while primary interactions with 7 manufacturers and 4 distributors offered granular insights into sourcing, production costs, and lead times. 

Charcoal Panels offer immense potential with their versatility and scope for creative customisation. 

PU Panels present untapped opportunities for innovation in a growing segment.

Acrylic Sheets promise steady demand and diversification into stylish kitchen decor solutions.

I translated insights into actionable strategies, including:

Prioritising non-customised panels initially to reduce lead times and costs while capturing market share.

Recommending centralised inventory to streamline nationwide delivery.

Crafting a distribution plan that leveraged both traditional dealer networks and e-commerce platforms.

Proposing collaborations with top interior designers (IDs) and furnishing stores to elevate product visibility and credibility.

To ensure seamless execution, I designed detailed timelines for product development and launch. 

Non-customized molds required a four-month window, while customized molds demanded six to eight months. 

Training programs for sales teams and pre-launch marketing campaigns were also integrated into the plan.

Generating Revenue: My detailed business model addressed critical aspects like pricing, gross margins, inventory management, and market penetration. My projections showed that Charcoal Panels could generate ₹8–10 crore in revenue within the first year with a 4% market share.

Brand Differentiation: Recognizing the lack of an application ecosystem, I proposed building one from the ground up using carpenters from existing dealer networks. Additionally, I emphasized patenting designs and offering end-to-end application services to position Asian Paints as a premium, trusted provider.

New Distribution Channels: I highlighted opportunities for growth, such as leveraging e-commerce for wider reach and focusing on partnerships with plywood manufacturers for mutual benefit.

Overcoming Challenges: I identified and addressed key hurdles, such as price sensitivity and long lead times, by suggesting strategies like warranty offerings to justify premium pricing and phased product rollouts to optimize resources.

This project was not just about exploring new markets but about providing Asian Paints with actionable insights and a path to success. My contribution lay in bridging the gap between market potential and business execution.