Indian Paint & Coating Association

Mr. Sanjeev Gupta, President, Indian Paint & Coating Association tells Built Expressions that niche marketing and promoting paint as a protective coating helps the growth of paint industry.

Indian Paint & Coating Association (IPCA) is one of the young and dynamic associations, which represents both the organized and unorganized sector in the paint and coating industry. In 2004, in an attempt to improve communication and to coordinate industry policy on matters of national and international concern and to address the needs of the paints and coating industry, the Indian Paint & Coating Association was formed. Over the last several years, common issues facing the paint and coating industries have increased significantly. Mr. Sanjeev Gupta, President, Indian Paint & Coating Association, says, “While it is always a constant challenge for each individual association to manage the myriad of domestic regulations, it has become increasingly difficult to interpret the potential impact of foreign issues. Thus IPCA is endeavouring to help out the people across the Indian Paint and Coating Industry in making businesses better and more profitable. It is also its bounden goal to encourage brotherhood amongst the coating fraternity.”

IPCA has been in the fore-front of organizing path-breaking events benefiting the paint and coating industry. Along with technical seminars, residential conferences and the mega biennials (at Agra, Kathmandu, Jaipur, Bangkok), it has also done certificate courses in Coating Technology with the likes of Colour Society, Mumbai, IIT, Delhi & MSME, Government of India. IPCA often acts as a bridge between the academia, manufacturers and corporate to impart knowledge through training sessions and problem solving. This kind of core technical input from an industry body has catapulted IPCA into a different league altogether. IPCA is a firm believer in Corporate Social Responsibility and actively plays its part in promoting Green Coatings which build a healthy environment.

IPCA to Uplift Morale of Industry

Paint and coating industry is one of the segments that is witnessing tremendous growth. Common issues facing the paint and coating industries have increased significantly. While it is always a constant challenge for each individual association to manage the innumerable domestic regulations, it has become increasingly difficult to interpret the potential impact of foreign issues. Thus IPCA is endeavouring to help out the people across the Indian Paint and Coating Industry in making businesses better and more profitable. It is also its bounden goal to encourage brotherhood amongst the paints and coating fraternity.

With the dissemination of knowledge and the use of technology we believe that the MSME Segment of the Industry can definitely improve.  Because of the better opportunities which they can avail from what we have offer we can probably increase their market share or create a niche market; additionally, they can network among themselves

“We try to intercede with the govt. on various issues in terms of taxation and govt. policies. We hold conferences, Knowledge sharing seminars and other such events to update them to the latest trends. IPCA, actively liaisons with the Government for favourable policies that in turn benefit its members. It is suitably represented on various committees like VAT and Excise. It gives regular proposals during the Budget making exercise of the Central Government in New Delhi,” he adds.

IPCA’s measures to increase per capita consumption

Even though the per capita consumption of paint in India is much low when compared with developed nation, Mr. Gupta says, “Paint consumption is rapidly increasing. We, at IPCA organise technical seminars which in turn provides a business networking platform to our members. It also helps our members keep themselves up to date with the latest advancements and hence sell their goods appropriately.” However, the per capita consumption is very low because the population is very high. It is definitely very low when compared to the U.S., because people here view paint not as protective coatings but as aesthetics. “We have to promote the use of paint as a protective coating. Suitable fiscal concessions should be given and it should not be taxed so heavily,” he suggests.

Niche Marketing Helps Paint Industry

Ever-rising cost of raw materials and the predatory pricing often dents the growth of paint industry. Of late most of the raw materials have been relatively easily available as compared to 10–15 years ago, when due to cartelization and monopolistic attitudes, the prices would be rigged and consumers were forced to pay higher prices. Some of these practices have stopped now. Even then, some raw materials are definitely still in short supply at times, like titanium dioxide, which is widely fluctuating at times. This is a contentious issue for a lot of paint manufacturers.

The government should shed its mindset regarding taxes. It should not tax paints so heavily and classify it as a luxury item. Paint should be classified as a necessity and it should be propagated as a protective coating. In order to mitigate some of these challenges, manufacturers can go for niche marketing whereas they cater to a particular market or a particular tailor made product.

Also, on the supply side where materials are imported, the main problem is the fluctuating currency; the wide fluctuation of Dollar vis a vis the Rupee. The prices go up and down, in which case the importers and the end users suffer because suddenly what they had contracted becomes expensive. Apart from that, the bottlenecks in terms of customs clearances, the excessive delays that take place because of the infrastructural bottlenecks are some of the other challenges.

Use of Technology Is a Key

IPCA has been instrumental in trying to get some standardization regarding lead-safe paint. We also take delegations to international conferences enabling our members to network effectively and hence bring on innovation in one’s business. It gives an edge to our members by promoting networking with International peers.

We also have a very good system of organising events, conferences and seminars. In addition to publishing our own in-house newsletter, IPCA Journal, which updates our members on the latest tech trends, tax reforms, etc., we also organise Knowledge Sharing Seminars (KSS) to impart the latest technical developments in the industry, as mentioned earlier. Hence, with the dissemination of knowledge and the use of technology we believe that the MSME Segment of the Industry can definitely improve.  Because of the better opportunities which they can avail from what we have to offer we can probably increase their market share or create a niche market; additionally, they can network among themselves.

In terms of tech trends, nanotechnology is one area which is gaining ground and required by the industry. Apart from that, Green Technology which uses less of the mineral energy or employs renewable energy is the emerging tech trend. Green Technology makes use of resources which don’t contain carcinogens and are less destructive on the planet, which in turn is also easier on the pocket. These are the new tech trends which would be required and beneficial for humans in the long run.

Profile of Mr. Sanjeev Gupta

Mr. Sanjeev Gupta, President, Indian Paint & Coating Association is also Director of Spark E Lina Polymers Pvt. Ltd. He started his own Alkyd Resin Manufacturing Unit in 1991. He was awarded the President’s Independence Day award in 1996 for his innovation and vision in producing Alkyd Resin from oligomeric waste. He is the Director of Spark E Lina Polymers Pvt. Ltd., a successful polyester resin manufacturing unit for powder coatings in Delhi. Currently, he is the President of Indian Paint and Coating Association which represents around 1000 members of both the organized and unorganized sector in the paint and coating industry pan India, and the Secretary of Agoha Educational Society.