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Why Berger Paints's Business Model is so successful?

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Berger Paints’s Company Overview

Berger Paints, a stalwart in the paint and coatings industry, has been a cornerstone of the Indian market since its establishment in 1923. Renowned for its commitment to quality, innovation, and a vibrant color palette, Berger Paints has become a trusted choice for consumers, architects, and industry professionals. The company offers a comprehensive range of paints, coatings, and allied products, catering to diverse residential, commercial, and industrial needs. Through a robust distribution network, Berger Paints ensures the widespread availability of its products. Berger Paints India Limited manufactures and markets paint solutions for various applications in India and internationally. It operates through two segments: Decorative and Industrial. The company offers interior wall coatings, including distempers, plastic emulsions, and premium emulsions; exterior wall coatings, such as exterior emulsions, exterior textures, and exterior finishes; Berger Metal and Wood Paints, a range of products, including primers, enamels, and topcoats; and undercoats and construction chemicals. It also provides protective coatings, such as epoxies, polyurethanes, zinc silicate, chlorinated rubber, and road marking paints. In addition, the company exports its products to Nepal, Bangladesh, Maldives, Cyprus, and Russia. The business model of Berger Paints centers around manufacturing and selling a wide spectrum of high-quality paints and coatings. The company generates revenue by selling its products to distributors, retailers, and end consumers. Berger Paints invests significantly in research and development to introduce innovative products and sustainable solutions. The company also focuses on building strong relationships with architects and interior designers to influence color choices and trends in the market. Additionally, Berger Paints offers services such as color consultancy to enhance customer experience. With a legacy of over nine decades, Berger Paints continues to be a market leader, combining aesthetics with durability and sustainability in the coatings industry.

Country: Delhi

Foundations date: 1760

Type: Public

Sector: Consumer Goods

Categories: Chemicals

Berger Paints’s Customer Needs

Social impact:

Life changing: affiliation/belonging

Emotional: rewards me, nostalgia, design/aesthetics, badge value, therapeutic value, fun/entertainment, attractiveness

Functional: saves time, simplifies, reduces risk, quality, variety, sensory appeal, informs

Berger Paints’s Related Competitors

Berger Paints’s Business Operations

Direct selling:

Direct selling refers to a situation in which a company's goods are immediately accessible from the manufacturer or service provider rather than via intermediate channels. The business avoids the retail margin and any extra expenses connected with the intermediaries in this manner. These savings may be passed on to the client, establishing a consistent sales experience. Furthermore, such intimate touch may help to strengthen client connections. Finally, direct selling benefits consumers by providing convenience and service, such as personal demonstrations and explanations of goods, home delivery, and substantial satisfaction guarantees.


Disrupts by offering a better understanding that customers are willing to pay for. Experience companies that have progressed may begin charging for the value of the transformation that an experience provides. An experienced company charges for the feelings consumers get as a result of their interaction with it.

Low-budget innovation:

Fast-moving consumer goods businesses produce co-created items with early adopters through sample testing based on user observation and involvement. As a result, fast-moving consumer goods businesses may obtain a greater new product success rate while incurring fewer development expenses via a low-budget innovation business strategy. That is referred to as low-budget innovation.

Market research:

Market research is any systematic attempt to collect data about target markets or consumers. It is a critical aspect of corporate strategy. While the terms marketing research and market research are frequently used interchangeably, experienced practitioners may want to distinguish between the two, noting that marketing research is concerned with marketing processes. In contrast, market research is concerned with markets. Market research is a critical component of sustaining a competitive edge over rivals.

Mass customization:

Mass customization is a strategy that entails using modular goods and manufacturing processes to allow efficient product individualization. Mass customization refers to producing customized output using flexible computer-aided manufacturing systems in marketing, manufacturing, contact centers, and management. Mass customization is the next frontier for manufacturing and service sectors alike. Beyond the physical product, mass customization is utilized by a diverse variety of software products and services with the goal of developing strong connections with customers via personalization and suggestion.

Product innovation:

Product innovation is the process of developing and introducing a new or better version of an existing product or service. This is a broader definition of innovation than the generally recognized definition, which includes creating new goods that are considered innovative in this context. For example, Apple launched a succession of successful new products and services in 2001?the iPod, the iTunes online music service, and the iPhone?which catapulted the firm to the top of its industry.

Regular replacement:

It includes items that must be replaced on a regular basis; the user cannot reuse them. Consumables are products utilized by people and companies and must be returned regularly due to wear and tear or depletion. Additionally, they may be described as components of a final product consumed or irreversibly changed throughout the production process, including semiconductor wafers and basic chemicals.


A retail business model in which consumers self-serve the goods they want to buy. Self-service business concepts include self-service food buffets, self-service petrol stations, and self-service markets. Self-service is available through phone, online, and email to automate customer support interactions. Self-service Software and self-service applications (for example, online banking apps, shopping portals, and self-service check-in at airports) are becoming more prevalent.

Supply chain:

A supply chain is a network of companies, people, activities, data, and resources that facilitate the movement of goods and services from supplier to consumer. The supply chain processes natural resources, raw materials, and components into a completed product supplied to the ultimate consumer. In addition, used goods may re-enter the distribution network at any point where residual value is recyclable in advanced supply chain systems. Thus, value chains are connected through supply chains.

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