Global Partner. Integrated Solutions
Client Overview
Grasim Industries, a flagship company of the Aditya Birla Group, is a leading player in diversified business sectors, including the paints industry. The company sought to gain an in-depth understanding of the competitive landscape within the Indian paint industry. The objective was to investigate current practices adopted by existing paint companies and assess if any unethical or unfair practices were prevalent.
Our Approach
Defined Objectives
- Gather insights into distributor perspectives across the paint industry.
- Identify key market practices, trends, and gaps in the distribution process.
- Investigate any unfair or unethical practices impacting market competition.
Survey Execution
- Conducted 30 detailed distributor surveys each across 8 cities in India, ensuring geographic diversity and capturing varied market dynamics.
- Allocated a team of 2 professionals per city to carry out simultaneous surveys for efficiency and comprehensive data collection.
Research Approach
- Focused on structured interviews to gather qualitative insights on pricing strategies, market competition, supply chain dynamics, and overall business environment.
- Designed the survey to capture actionable insights into market behavior, including any malpractices.
Impact We Created
- Understand the intricacies of the paint market from the distributor’s perspective.
- Identify potential gaps in market practices and explore areas of competitive advantage.
- Detect instances of unfair practices, enabling the client to align its market strategies accordingly.
- Grasim was able to refine its entry strategy into the paints industry, ensuring compliance with ethical business practices and building stronger distributor relationships.