In a powerful one-two punch of corporate strategy Asian Paints has made two significant announcements that highlight its dual focus on aggressive international expansion and dominant domestic marketing.
First, the paints giant is reinforcing its global footprint. Through its subsidiary network the company is setting up a major new paint manufacturing plant in the United Arab Emirates (UAE), signaling a strong push into the Middle Eastern market.
Building a New Hub in the Desert.
Asian Paints’ step-down subsidiary Berger Paints Emirates Ltd has proposed building its second paint manufacturing facility in the UAE. The project with an investment of approximately ₹340 crore (AED 140 million), is a substantial commitment to the region.
The new plant will be strategically located within the Khalifa Economic Zones Abu Dhabi (KEZAD) spread across a vast 100,000 square metres. With an initial production capacity of 55,800 kilo litres (KL) per annum this facility is poised to become a key supplier for the UAE and surrounding markets catering to the region’s booming construction and industrial sectors.
This move strengthens Asian Paints’ international presence through its Singapore-based subsidiary, Asian Paints International Private Limited and demonstrates a long-term vision for growth beyond Indian borders.
Meanwhile, Back Home: A Grand Slam Sponsorship Deal
On the very same day as the UAE factory announcement Asian Paints made another headline-grabbing move on the home front. The Board of Control for Cricket in India (BCCI) revealed a major ₹45 crore, three-year partnership with the company.
This strategic sponsorship will bring the Asian Paints brand to millions of cricket fans across India covering 110 home matches in men’s, women’s, and domestic cricket. This ensures high visibility for the brand as it connects with a passionate national audience.
A Tale of Two Strategies
Together, these announcements paint a clear picture of Asian Paints’ balanced growth strategy. While the company is investing heavily to capture international market share with new manufacturing capabilities, it is simultaneously doubling down on its market leadership in India through one of the country’s most powerful marketing channels: cricket.
This dual approach of building factories abroad and mindshare at home positions Asian Paints for sustained growth in the coming years.
