September 22, 2026: Berger Paints India Ltd. is expanding its manufacturing capacity, distribution network and premium product portfolio as competition intensifies in India's paints industry. The company plans to invest ₹2,000 crore in new manufacturing facilities in West Bengal and Odisha, with the projects targeted for 2029 and 2030.
The company also plans to launch a new luxury paint range and add as many as 250 mostly exclusive outlets every year, taking its exclusive outlet network to around 2,500 by March 2029.
Berger Paints Strengthens Presence in Key Markets
As part of its expansion strategy, Berger Paints is strengthening its teams in Mumbai, Pune, Chennai and Bengaluru, which the company has identified as relatively weaker markets. It is also widening its distribution network and offering incentives to painters, builders and architects to support sales growth.
The expansion comes amid increased competition from newer players, including Birla Opus and JSW Dulux. According to a September 16 note by brokerage PL Capital cited in the reports, the newer competitors have been gaining ground in the market.
₹2,000 Crore Manufacturing Expansion
Berger Paints plans to invest ₹2,000 crore in manufacturing facilities in West Bengal and Odisha. The projects are expected to be developed by 2029 and 2030, respectively, as the company works to increase its manufacturing footprint in eastern India.
The company currently has a significant presence in the Indian decorative and industrial paints market. Its expansion combines manufacturing capacity with a wider retail network and new premium products.
New Luxury Paint Range Planned
Berger Paints is also preparing to introduce a new luxury paint range as part of its premiumisation strategy. Alongside the product launch, the company plans to increase its exclusive retail presence, giving consumers greater access to its products.
The company aims to add up to 250 mostly exclusive outlets annually, with the network targeted to reach approximately 2,500 outlets by March 2029.
Paint Industry Faces Rising Competition
The Indian paints sector is undergoing increased competition as new companies backed by major business groups expand their presence. Berger Paints and Asian Paints have faced margin pressure following aggressive discounts from newer competitors, while higher raw-material costs have added to the pressure.
The paints industry is expected to grow by around 5% to $11.8 billion by 2030, according to IMARC Group, with urbanisation, rising disposable incomes and growth in residential and commercial real estate supporting demand.
Berger Paints Targets Volume Growth
Berger Paints CEO Abhijit Roy said retaining the company's approximately 20% revenue share among publicly listed peers would represent a baseline, while the company could seek an additional 0.5 percentage-point gain nationally if market conditions support its plans.
Roy also expects the festival season leading up to Diwali in November to support demand. The company expects full-year volume growth to reach around 8%, despite a slower start to the year and higher raw-material costs.
The company also expects infrastructure development in India to provide additional opportunities for its industrial paints business.
Overall, Berger Paints' strategy combines ₹2,000 crore of planned manufacturing investment, a new luxury paint range, expansion of exclusive outlets and stronger teams in key urban markets as the Indian paints industry enters a more competitive phase.
