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Customer Snapshot: Overview

Painting a brighter Asia through 45,000 dealers and distributors

Asian Paints knows their customers want a very personal experience when they go about painting their home, so continually strives for the simplest way to best color their customers’ world. Over the past ten years, the Asian Paints network has grown to more than 45,000 dealers and distributors in 17 countries, with 23 plants.

Asian Paints

US$2 billion

Number of Employees


Mumbai, India

Customer Website

Line of Business
Marketing, Sales, Service

SAP Solutions
SAP Audience Discovery and Targeting, SAP BusinessObjects business intelligence (BI) solutions, SAP Business Warehouse, SAP Customer Relationship Management (SAP CRM), SAP ERP, SAP HANA, SAP HANA Live, SAP IQ, SAP NetWeaver, SAP Real-Time Offer Management, Sybase Mobile Sales for SAP CRM

Flooded with massive amounts of valuable customer data, Asian Paints runs SAP CRM powered by SAP HANA for accelerated analysis that allows them to offer customers perfectly targeted services and promotions.

Customer Snapshot: History

From a Garage to the World

Four friends who were willing to take on the world's biggest, most famous paint companies operating in India in the 1940s established a partnership firm in a garage, mixing and selling their own paints to friends and neighbors. Today, Asian Paints is India’s largest paint company and the third-largest paint company in Asia.

Founded by 4 entrepreneurs in 1942, they went to the small towns and villages and started selling paints directly.

Customer Snapshot: Business Model

Providing the Paint—And the Painters

Asian Paints is a leading manufacturer and distributor of decorative and industrial coatings, including house paint, wood finishes, and specialty coatings for auto, marine, and industrial uses. The company also provides consumers with complete painting services through Asian Paints Home Solutions.

Since painting can be a challenge for some people, Asian Paints launched a special painting service for consumers.

With this offering, the company removes much of the anxiety and legwork from the home painting process, giving consumers access to hassle-free professional services, style consultations, color recommendations, and even free samples. The offering combines all the professional services that a customer might need in the course of painting a home.

Consumers communicate with Asian Paints across all channels.

In both the spirit of staying on top with exceptional personalized customer service, and with business goals, Asian Paints is always using valuable customer data to intelligently and strategically give customers the best experience possible.

Customer Snapshot: Success Strategy

Paint Décor Mastery that Customers Want and Need

Asian Paints is not just the largest paint company in India because they care about high quality and colorful paint. It’s because they care about helping people love their surroundings. Now in 17 countries, millions of people use Asian Paints, yet the company treats each one as if their dream home matters, and is truly obtainable to create.

Combining the right customer service approach through strategic leveraging of customer data analysis enables the company’s mastery and success to continue rising.

Today we have the single largest network of directly serviced retailers…it gives us a much better understanding of what the consumers demand and how all of our products are doing.

The Challenge

Getting Through the Data Even Faster

Over five years of double-digit sales growth has made Asian Paints’ business much more complex. A team of 1,200 sales representatives serves Asian Paints’ expanding network, which now includes more than 45,000 dealers and distributors. Various stakeholders needed to examine data in various ways, from high-level overviews down to any one of over 2,000 SKU’s.

Complex challenges require a strong system.

Even though they had the right technology in place to analyze this data, it wasn’t a fast enough process in reacting or intuiting the next best customer interaction. As the company aims to provide superior products and services to a diverse and often seasonal customer base, Asian Paints realized they would need real-time CRM capabilities to step up engagement, satisfaction, and sales.

In order to capture all the consumer interaction data over thousands of touch points, Asian Paints needed an integrated system that could manage and analyze in real-time, to simplify their complexities on many levels—such as offering real-time promotions to customers for just the right products when they need it during a project.

Getting that strategy differentiator in the marketplace…

Enter SAP

Turning Again to a Trusted Partner
With help from SAP, Asian Paints has successfully deployed solutions for customer relationship management (CRM), enterprise resource planning (ERP), and business intelligence. Asian Paints also launched a supplier portal that includes an automated digital document exchange to improve supplier interactions and an employee portal to simplify internal processes.
Because of the success and trust that has grown from Asian Paints’ relationship with SAP, the paint manufacturer turned again to SAP technology to address growing data volumes and the need to analyze them quickly.

Enter SAP: The SAP Experience

Better Intelligence is Better for Business

A combination of growing data and increasing complexity of computations led Asian Paints to inquire about a more powerful database platform. The SAP HANA platform can deliver the kind of performance Asian Paints needs to support their customers. Additionally, users can gain real-time access to enterprise data through SAP IQ software which unifies SAP HANA and disk-based data for analytics.

Getting Even More Intelligent…

By implementing SAP CRM powered by SAP HANA, Asian Paints now has instant customer insight to solve customer complaints and issues on the spot, whether in person, over the phone, or online.

Implementation only took 7½ weeks.

Better Business

Intelligence Available Across the Company

With SAP CRM powered by SAP HANA, combined with innovations like SAP Audience Discovery and Targeting analytic application, SAP Real-Time Offer Management software, and SAP HANA Live offerings, Asian Paints can now more precisely target customers with personalized offers in real time.

After going live with SAP IQ and using the SAP HANA platform alongside their implementation of SAP Business Warehouse, all departments within Asian Paints have the ability to rapidly access real-time information. Relevant stakeholders have better visibility into sales patterns, can prepare invoices, generate inventory reports, and perform audits more quickly and efficiently.

Real-time tools that help offer exactly what customers need.

Improving Efficiencies and Simplifying Complexities

Asian Paints felt that SAP CRM could help increase user productivity and reduce training duties for IT personnel. Ease of use is also helping productivity and reducing training time for members of Asian Paints’ diverse partner universe.

This ecosystem includes a diverse set of people who may be very comfortable around paint—but not computer technology. Now, contractors, dealers, designers, and other stakeholders can easily be trained to use the system.

Better Business: Benefits

Customer Experiences Drive Growth

Customers feel supported and comfortable in their experience of home or office decorating, as Asian Paint staff can serve them exceptionally with real-time knowledge that will help them the most in that moment. This allows for not only a better buying experience for the customer with each interaction, but allows Asian Paints to guide customers through targeted campaigns.

Immediate access to data has improved business performance in several areas. For example, managers are now empowered to perform self-service analysis to gain insight on the markets and dealers they oversee. Real-time analysis also gives sales representatives the ability to correlate dealer performance with targeted promotions and offer cross-sell and upsell advice. Efficiently functioning processes—especially complex ones—in an enterprise as large as Asian Paints tend to have exponential benefits throughout the divisions.


call center productivity increase


dealers receive functionality scalable inventory support


reduction in data footprint (from 500GB to under 200GB)


decrease in training demands on IT staff


faster marketing, sales, and service processes


fast back-end processes

One of the big benefits of SAP CRM powered by SAP HANA is that it serves as a foundation for driving the entire relationship with customers instantly and more precisely. It allows you to profile your customer database according to a certain set of rules, arrive at a target audience, and run real-time campaigns. Deepak Bhosale, Chief Manager – IT, Asian Paints Limited

Better Business: Run Simple

A Customer-Centric Reality Shift

Asian Paints was intentional with their holistic re-look of practices to really put the entire customer lifecycle experience at the center of the Asian Paints CRM data model, and works closely with IT to map out the customer’s journey, with the SAP HANA Platform.

Inventory Aging Made Simple
Inventory knowledge can be among a company’s most valuable assets. But calculating how long various combinations of more than 5,000 products have been around at more 200 locations took several days to complete because reports had to be done by product category.
Now Asian Paints completes inventory aging reports in one pass through the SAP HANA database. Such capabilities can help rapidly identify slow-moving SKUs. That information can be shared with the supply chain and influence cost-saving decisions on products whose value is 60% material cost.

Journey Ahead

Competitive Differentiation

As they grow, Asian Paints plans to differentiate themselves from the competition by fulfilling all placed orders from dealers within four hours. The path to achieving the goal includes real-time analytics powered by the SAP HANA in-memory database and SAP IQ software that can inform business processes such as tracking product costs and lift, and ensuring that Asian Paints meets service level agreements.

Asian Paints is looking forward to extending their network to up to 50,000 direct retailers.

The road ahead is to integrate all our stakeholders including suppliers, employees, and customers, and create an extended enterprise.

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