The increased development of residential, commercial and institutional buildings throughout the world is predicted to fuel the decorative paints business. Rapid urbanization, rising living standards and a growing interest among consumers in improving the visual appeal of their houses and residential structures have all contributed to an increase in demand for decorative paints.
Berger Paints is the country's second largest paints company and the world's 14th largest paints and coatings firm. It is also Asia's fourth largest corporation. Berger Paints is a clear leader in Protective Coatings in India, with product ranges designed to withstand the most harsh conditions seen in the industry. The flagship segment PROTECTON includes High Performance Protective Coatings. Berger Paints' performance is primarily reliant on innovative approaches and initiatives to generate commercial growth in the protection sector.
Berger Paints has expanded into a variety of markets, including pipe coating, can coating, fireproof, building chemicals, Ad mixes, floor coating, Poly Urea and road marking. This promising firm has entered a new age of innovation and improvement in productivity, performance and resilience allowing organizations to thrive in today's new / next normal.
In an exclusive interview with Industry Outlook Magazine, Sanjay Chowdhury, Business Head at Berger Paints takes us through his personal and professional life along with the unique traits of the company.
Take Us Through Your Early Educational And Prior Industry Experience That You Bring To The Table.
I’m an alumnus of IIT, Kharagpur, M. Tech (Polymer Technology), MBA in Marketing from IISWBM, and Executive PG Diploma in International Business (EPGDIB) from Indian Institute of Foreign Trade, New Delhi. I’m also a Certified – Level-II (CIP 17311) from NACE USA. My professional career spans close to three decades and I have gained the needed experience in R&D, Manufacturing, Business Development, Technology Sourcing and Sales Management.
What Are The Various Roles & Responsibilities That You Currently Shoulder At Berger Paints India?
As the division's Business Head, it is my primary obligation to demonstrate and ensure both top-line andbottomline growth through strategic positioning to achieve sustainable competitive
advantage by performing different activities from rivals or performing similar activities in different way. My role has been to head our division's PAN India operations while also overseeing our group firms' abroad activities in Russia, Nepal and Bangladesh.
Since taking on this role, the most significant contribution has been the expansion of the product basket to cater to newer segments such as pipeline coating, passive fire proofing, can coatings, antifouling paints and marine coatings, which have gained well-deserved acceptance and penetration in the respective market segments. We are growing fastest in the industry as majority of customers buys from us because we never sell products, we sell solution.
Tell Us About The Expertise You Possess In The Paint Industry. How Are Driving Growth Within The Company?
Berger Paints' success can be attributed not just to its marketing techniques, but by the sound technological acumen possessed by me. For I am primarily an R&D professional who has gained commercial development and sales management skills over the years. One of the significant inputs that fuelled the success of this division was a very careful insight in directing the business development team to write up recommendations and guiding specifications for the consultants in project and maintenance.
As a leader I had to instill the mindset of positivity in the team, along with responsibility , knowledge, discipline and intention. If you have right intention with positive attention with leads to manifestation of desired result. It is the thought that leads to action . Action leads to habit. Habit leads to character . Character takes you to destination.
What Have Been The Most Significant Milestones That You Have Achieved So Far In Your Professional Journey? What Is Your Guiding Leadership Philosophy?
Some of the significant milestones as Business Head would include the growth of the product range in pipeline coatings, PFP, Marine Coating and Floor Coating as well as technological tie-ups to bring these unique products in line with international trends. Many new products were introduced as part of the Make-in-India programmes. As a market leader in this category, we are held accountable for leading the industry with quality products, on-time deliveries, and supporting after-sales technical assistance, as well as directing the industry with more cost-effective technologies and higher performing products with longer durability.
As a market leader in this category, we are held accountable for leading the industry with quality products, on-time deliveries, and supporting after-sales technical assistance, as well as directing the industry with more cost-effective technologies and higher performing products with longer durability
How Do You Keep Yourself Well Aligned With The Periodic Revolutions Occurring Within Your Respective Industry And The Tech World?
We are constantly part of all conferences and industry gatherings within our coating circle, as well as leading industry oriented round-table meets. We develop and position ourselves as a solution provider as a result of our close association with technological houses and the research fraternity. We bridge the gap between user and innovator using well-adapted technology. These coatings are rigorously evaluated in labs and in the field as part of our R&D collaboration. Our Business Development division offers feasible solutions to consultants as well as the user sector.
As A Successful Business Leader, What Would Be Your Advice To Young Aspirants Who Aspire To Become Business Leaders And Entrepreneurs In The Future?
This field is strongly guided by the scientific research community and one has to be very sound in chemistry with sufficient clarity of the industry engineering. The clarity of business conversion and demand forecasting are to be learnt with an attitude of a customer centric approach. This industry will always keep growing for its varied demands and challenges that will fuel the ever-enthusiastic professional be it employee or an entrepreneur to a life of career fulfilment.
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