J Ramachandran, Jalaj Garg
Indian Institute of Management-Bangalore (IMB749-PDF-ENG)
February 01, 2019
The case traces the growth of Asian Paints Limited (“APL”) from a small paint manufacturer in 1942 to the undisputed leader in the Indian paint industry. The case invites students to analyze the strategic decisions made by APL’s management during their journey of more than 75 years and identify the key factors that have allowed the company to dominate this industry over the past five decades. The case allows students to demonstrate how a company’s hidden strategy provides sustainable competitive advantages.
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