Usage of Paint Products In Tea Estates

Concentrated in the ‘Upper Assam Region’

A root level research

by,

Anupam Konwar
Introduction and
objective

Objectiv
e

The primary objective of the

$ research is, to develop an idea on

the buying patterns of

consumer’s in the tea sector,

their needs expectations from a

paint company so that we could

Major tea companies

Four Mangoe Lane Apeejay House 

Surendra Mohan 15, Park Street, 
Ghosh Sarani Kolkata 700 016
Kolkata - 700001

1 Bishop Lefroy
Road Dhunseri House
Kolkata 700020 4A, Woodburn Park
Kolkata-700 020,
India
21, Strand Road
Kolkata - 700 001
West Bengal, India
ANDREW YULE & CO.
LTD.
“YULE HOUSE”
Aspirations 8 Dr. Rajendra Prasad
Vintage Sarani, 
12, Pretoria Kolkata – 700001 
Street
Scenario of its market
share Asianpaints have a greater
Market share on a sample size of 108 tea share of 39 percent
estates

The total requirement of

only asianpaints user are
8049 Ltrs. per annum.
27%

39%

Berger has the second

highest requirement of

34%
7106 Ltrs. per annum
followed by Shalimar
having 5475 Ltrs.

Asianpaints Berger Shalimar

Tabular representation of market share

Aluminium
Manufacturer Enamel Epoxy Paints Total Percentage

Asianpaints 3320 1496 3233 8049 39%

Berger 3225 1510 2371 7106 34%

Shalimar 2375 390 2710 5475 27%

Findings from the research
Showing overall contribution towards Asianpaints

20%
19.14%
19% 18.81%

19%

18%
Percentage

18%

17% Sum of Enamel Sum of Epoxy

17%

17% Sum of Aluminium paints

16%

16%
Total

Enamel,epoxy and aluminium paints

Overall Contribution on per
annum basis Top Contr ibutor R equir em ents
Top Contributors
2000

1800

Khowang T.E
29% 1600

1400

1200

Bazaloni T.E 1000

53%

800

600

Khowang T.E 400

18%

200

0
Khowang T.E Khowang T.E Bazaloni T.E
Further findings from the
research..
N u m b er o f co n su m ers

CHART SHOWING CONSUMER RESPONSES AND FEEDBACK

70
60
50
40
30
20
10
0
S.W.O.T Opportunities

Analysis Promotional activities

Strengths in planter’s clubs
Offering discounts
Proper texture and during offseason
coverage Exclusive offers for
Brand reputation asianpaints
and durability consumers
Mostly preffered by Opening branches
private companies near tea estates
Superior gloss Online delivery

Weakness
Threats

No root level research done Shalimar products are

previously
Lesser discount compared
to other manufacturers
Lesser branches
Vendors offer substitutes
over asianpaints products.
mostly preffered by tea
companies because of
lesser cost
Less variety of products
Large companies focus
more on production
Expansion
Strategies
Continue its research work by
visiting tea estates
Consider meetings in
planters’ clubs.

Branches focused mainly for tea companies in

areas which are near to the tea estates

Ensure proper after sales service, research on the

buyers of Asianpaints and ensure if products are
being readily available to them
Exclusive discounts and offers
especially to target consumers

Replacement of products defective

in batches.
Sample Requirement / Indent..
Thank you for your patience.