This is how Asian Paints became a decor essential!

Asian Paints was started before the country got independence and is existing till now being India’s largest and Asia’s third-largest paint company.

“Har Ghar Kuch Kehta Hai..” was undoubtedly one of the memorable taglines during our childhood. While we do not know the reason for it, we surely, cannot forget this popular advertisement by Asian Paints. But do you know that just like us, many generations have experienced the presence of this brand and remember it fondly? Yes, because it has existed from before independence!


Now India’s largest and Asia’s third-largest paint company was once started in a small garage by four friends Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani, and Arvind R. Vakil from Bombay (now Mumbai) on February 1, 1942. The garage was located on Foras road, and the four friends named it ‘The Asian Oil & Paint Company, which they had randomly picked from a telephone directory! However, due to the crisis like World War II and the Quit India movement, the company was temporarily banned.

An old picture of the founders of the Asian Paints Source

The friends, though, moved ahead and used the strategy to tap on the customers sitting in the remotest parts of the country through small packs. Within no time, in 1945, the brand touched the turnover of Rs. 3,50,000. Not only this, the brand found its mascot, Gattu, in 1954, which ruled the Indian hearts for a very long time.

Asian Paints mascot Gattu Source

After that, there was no looking back for the brand. Even after the death of a partner Champaklal, followed by the separation of other partners, the brand stood with time and expanded its roots to 22 countries. The success of the brand also goes to its one of the most popular products, washable distemper. It was made to maintain a balance between the cheap dry distemper and the expensive plastic distemper.


All these strategies worked best for the brand, making it win many accolades. It was part of the Forbes Magazine’s – Asia’s Fab 50 List of companies in 2011, 2012, and 2013. It also went on to become the 10th largest decorative paint company in the world. Not only this, Asian Paints was also awarded the ‘Sword of Honour’ by the British Safety Council for all the paint plants in India, which is considered as the pinnacle of achievement in safety across the world.


Apart from this, what one cannot forget is that Asian Paints helped in changing the mindset of the people from using paint as a necessary item only when the walls get damaged to it being a decor essential. A well-deserving success!

Also Read: From part of the Swadeshi movement to a popular name in Indian households, the story of Boroline, a tube that healed many!

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