Organisation Study of Indigo Paints
Organisation Study of Indigo Paints
Organisation Study of Indigo Paints
ORGANISATIONAL STUDY
AT INDIGO PAINTS LTD,
KOCHI
SUBMITTED BY
ANITA JOSE
Reg. No. C1GMBA3030
VIMAL JYOTHI
INSTITUTE OF MANAGEMENT &
RESEARCH CHEMPERI, KANNUR – 670 632
2021-2023
DECLARATION
I, Anita Jose, third semester MBA student of Vimal Jyothi Institute of Management and
Research (VJIM) Chemperi, Kannur hereby declare that the report titled “A REPORT
been prepared by me under the guidance and supervision of Dr. Fr. Genimon V Joseph,
I further declare that this report has not been previously submitted to any institute or
University for the award of any Degree/Diploma, Fellowship or other similar title.
I take this opportunity to express my profound sense of gratitude to all those who helped
First of all, I thank God Almighty for enabling me to complete this organizational study
Jyothi Institute of Management & Research, Chemperi for providing his valuable
work.
I would like to express profound gratitude to my company guide Mr. Karthik Ajay,
Assistant Planning Manager, for his encouragement and helping hand extended tome
this project work, and all staff of different departments in the company, without their
Finally, I express my humble gratitude to my friends, family and others for their
ANITA JOSE
EXECUTIVE SUMMARY
As per the norms of the Kannur University for the fulfilment for the partial of the
I had the opportunity to meet the employees of various departments for the considerable
time duration, which helped me to gain insight about the type of work they do and study
procedures and functions of the organization and cover the industry profile and
company profile with their objective that the company have. The report features the
This learning experience is described in detail in the various sections of this report. The
organization structure and the details of its management along with its location are
discussed in this report. The report discusses about the working of the company and the
CHAPTER
NO. TITLE PAGE NO
INTRODUCTION 1-4
1.1 Introduction to the Study 1
1.2 Significance of the Study 2
1 1.3 Objectives of the Study 2
1.4 Methodology of the Study 3
1.5 Chapter Schemes 4
1.6 Limitations of the Study 4
PROFILE OF THE INDUSTRY 5-9
2.1 Industry at a Glance 5
2 2.2 Global Scenario 6
2.3 National Scenario 7
2.4 State Scenario 8
PROFILE OF THE ORGANIZATION 10-59
3.1 Company Profile 10
3 3.2 Product Profile 15
3.3 Organizational Structure 19
3.4 Departmentalization 21
DATA ANALYSIS AND
60-62
INTERPRETATION
4
4.1 Swot Analysis 62
FINDINGS, RECOMMENDATIONS &
63-65
CONCLUSION
5.1 Findings 63
5 5.2 Recommendation 64
5.3 Conclusion 65
ANNEXURES
Interview Schedule
Bibliography
LIST OF TABLES
LIST OF FIGURES
FIGURE PAGE
TITLE
NO NO
INTRODUCTION
CHAPTER- 1
INTRODUCTION
The world of business is changing very fast, and it is clear that the theoretical
knowledge alone will not fulfill the needs of business school students. For a
management student it is very important to know the activities of any business. In view
of this MBA course provides an opportunity to expose the student to an industry and its
operational condition.
The Organizational study is intended to acquire the knowledge regarding the functional
as well as the management aspects of the Indigo Paints Ltd, Kochi. An organization is
an entity such as an institution or an association that has a collective goal and is linked
determines relationship between different activities and the members and subdivides
and assigns roles, responsibilities and authority to carryout different tasks. Organization
study aims to get awareness about organizational setup and its operations. It is
conducted mainly to get familiar with the functioning of different departments and
related areas associated with an organization to support its activities. It is really meant
to get an overall picture about the industry about the industry as well as the particular
organization’s presence in the market. Organization studies are the examination of how
individuals construct organizational structures, processes and practices and how these
activities in turn shape social relations and create instructions that ultimately influence
people.
an organizational system functions, their effects on individuals and larger society with
the process of organizational change and its operations and how these different
The study conducted in Indigo Paints Limited helps to analyze its functional
departments successfully to achieve its objectives. The study also provides information
about its history, evolution and incorporation details and analysis of present
performance. And finally, t tries to put forward some suggestions to establish a future
defining the authority and responsibility of each individual who are working in an
organization for the achievement of the ultimate goal of the organization. Usually in a
in different levels and to get practical exposure about the production organization.
This study was a descriptive study conducted mainly to familiarize with the activities,
methodology is data collection. The data required for study are collected through
Primary and secondary data were used for this organizational study. Both primary and
secondary data were collected. Direct observation is used to understand the production
process.
Primary data is collected from managerial personals and office staff and workers of the
Secondary data were collected from annual reports, company manuals, website and
• Interview Schedule
Chapter 1: Introduction
Introduction chapter gives an idea about the organization where the study has
conducted,
significance of the study, the methodology of the study, objectives and limitation.
This chapter gives over all view about the manufacturing of paint industries and its
This chapter gives the history, growth, objectives and other activities of Indigo Paints
and also gives the details about the different functional departments in the organization
SWOT Analysis reveals the present position of the organization. It is the assessment of
This chapter shows the findings, recommendations and conclusions about the
• As the study is aimed to familiarize the organization, more emphasis was given
CHAPTER 2
CHAPTER 2
Color has fascinated culture throughout history, every age and every region has
produced dyes and pigment depending on the available resources. Color has been with
us for more than 20,000 years. The evidence can be found in the cave paintings. The
a fully developed and finest style, incorporating the culture and faith of the region and
religion. The history of Indian paint industry is old as the history of the Indian people.
Indian paints always embrace rich colors and clear symbolism, using specific
The Indian paint industry has recently completed 100 years of manufacturing.
Manufacturing of Indian paints started around 1902. The Indian paint industry has seen
a gradual shift in the preferences of people from the traditional whitewash to higher
quality paints like emulsions and enamel paints. Growing popularity of new variants
providing improved finishing and textures, increasing per capita income of people and
odor free and dust and water-resistant paints, have propelled the growth of the paint
technologies in the paint maket have led to a growth in demand for paints in India. Paint
manufacturers are giving due attention to consumers Color preferences. The market is
Paint companies are also increasingly investing in their R&D, to carve out a
Over the past few years, the Indian paint market has substantially grown and caught the
to spend and growing young population inclined towards lavish lifestyle. The country
continues to enjoy a healthy growth rate compared to other economies, backed by the
increased level of disposable income, and demand from infrastructure, industrial and
automotive sectors. Indian paint industry has two types: Decorative and Industrial
Paints. Decorative paint market has been further segmented into emulsions, enamel,
distemper and cement paints. Similarly, Industrial paint market is also segmented into
automotive coatings, high performance coating, powder coating and oil coating.
The global paints and coatings market is expected to grow from 211.9 billion in 2021
to 230.22 billion in 2022 at a compound annual growth rate of 8.6%. the market is
expected to grow to 311.47 billion in 2026 at a CAGR of 7.8%. the regions covered in
the paints and coatings report are Asia -Pacific, Western Europe, Eastern Europe, North
America, South America, Middle East and Africa. There is a rapid growth in the
consumption of paints and coatings in many industries. Paints and coatings are widely
used in the automotive, construction and manufacturing industries. For instance, the
global buildings construction market is expected to increase from 6.6 trillion in 2019 to
Decorative paints and coatings are widely used in buildings and construction whereas
protective paints and coatings are linked closely to the automotive, major appliance and
drive the paints and coatings market during the forecast period.
Biocides are being used in paints to enhance their longevity and to maintain their
quality. Biocide additives have been designed to protect paints from getting damaged
during storage or to keep fungi and algae from growing on the applied paints. The
market for biocides in paints will continue to grow due to the switch from solvent-based
to water-based paints as they are not hazardous for human health and the environment
Foundation for paint was laid in the year 1902 with the setting up of Shalimar Paint in
Calcutta. It was during and after the World War II. That large number of paint
manufacturing units was set up in India. Since, then the Indian paint industry has made
substantial progress. The paint industry has come to the recognition as an important
sector in the national economy in producing industrial coating and decorative paints.
Decorative paints available in wide range of combination account for 70% of the
coatings total production. While industrial paints share the balance of 30%. This rate is
diametrically opposite to the trend in the industrialized countries where industrial paints
account for 70% and decorative paints for the balance of 30%. With paints majors
shifting their focus from decorative to technology-intensive industrial paints and also
venturing into unexploited rural markets, the paint industry is headed for good times.
The countries per capita consumption of paints at 0.32 kg is a fraction of the world
average at 21 kg. while developed nations like USA, Japan etc. have per capita
consumption in excess of 20kg. even developing nations like Taiwan and Philippines
have higher per capita consumption than India. Such a low level is mainly due to poor
this figure is bound to go up which is good news for paint companies as it implies higher
demand for their products. However, it also needs to be noted to be noted that
consumption patterns across nations cannot be exactly compared. The per capita
The number of small-scale units in the state had considerably increased in the last few
years particularly due to high per capita consumption of paints in Kerala, which is four
times ahead of the national average, according to Mr. M.T. Antony, former chairman,
Indian small scale paint association, Kerala Region. According to him, by resolving the
intrinsic problems faced by the paint sector, the scope for expansion of the sector can
be fully realized.
The national average was about 0.25 kgs whereas the per-capita consumption in Kerala
was 1 kg. at present, there were about 150 units in the state providing employment to
2500 people. Out of the total market share of Rs. 275 crores, the contribution from the
organized sector was Rs. 200 crores (73%) while the share of SSI sector was up to Rs.
75 crores (27%). From the large number of new entrants into the field every year, it
should be presumed that the small-scale sector was willing to face the unfriendly labor
situation and other negative factors in the state. Though major paint companies in the
country command good market in Kerala, none of these companies had venture to start
a large-scale paint manufacturing unit due to various adverse conditions. Some of the
factors which failed to attract big industries in the State were unfriendly labor situation,
high cost of labor, difficult power situation, lack of availability of low-cost industrial
land and shortage of adequate infrastructural facilities. There was no indication that the
situation regarding the big industry would change in the near future, he added. The two
main problems affecting the growth of small industries were increased competition and
lack of adequate financial resources. Finance continued to be a major problem for the
SSI products from 6 percent to 8 percent was the biggest blow to paint manufacturers
in the SSI sector in the State. These three major companies, who account for more than
505 of the total paint market in the country had achieved spectacular results by cutting
into the markets of SSI units who were hard hit by the liberalization policies of the
Union Government. While the big units with their divisive portfolio and financial
strength take full advantage of the changed economic scenario, most of the small-scale
units find it increasingly difficult to chalk out a strategy to overcome the present
difficulties.
CHAPTER 3
PROFILE OF THE ORGANIZATION
servicing the customers with healthy eco-friendly product match with international
authorized share capital is Rs. 633110020 and its paid-up capital is Rs. 471561440. It
supplier of decorative paints, dirt proof and waterproof exterior laminate for
Maharashtra. It has a revenue of 600 crores and 650 employees. Indigo Paints has
received a total of $10M in funding. Indigo Paints’ main competitors are Berger Paints,
Asian Paints and Nerolac. As of June 2019, Indigo Paints has 295.2K fans on Facebook
and 1.5K followers on Twitter. Which reflect popularity of indigo paints. Indigo Paints
manufactures a wide compilation of decorative paints, Enamels & Wood Coatings and
today stands at par with all major paint companies in India. Within a short span of 19
years Indigo Paints has been able to garner a substantial presence in nearly all states
The wide presence has enabled successive launches of various products, as test
marketing could be done across various cultural scenarios. Indigo Paints has been able
to identify niche segments for their products in these states. Indigo Paints prides in
providing innovative paint solutions, along with the routine. The response time to the
Indigo Paints Ltd.
market requirement is considerably short, and gives a value-added product with its
innovations.
Started in the year 2000, Indigo Paints had a modest beginning. It started out with
manufacture of lower-end Cement paints, and gradually expanded its range to cover
Distempers, Primers etc. From an early age, the Company spread its footprints across
the country, with rapid expansion of its reach across India. Today the Company stands
out as one of the strongest contenders in the Indian paint industry, being rated as an
innovative paint manufacturer, which keeps coming out with unique products never
before offered in the country. The Company’s strategy and approach were very different
from other paint manufacturers from the very outset. The Company pledged to
manufacture only eco-friendly water-based paints, which are not harmful to the health
manufacture any solvent-based paints, which are extremely harmful to the health of the
users, regardless of their profit contributions. Over time, the Company found its niche
in the paint industry through innovation. It kept churning out bright new ideas for
painting solutions, with alarming regularity. Gradually, the industry began looking
upon the Company as a futuristic thinker and a storehouse of new product development.
With changing time and trends, Indigo Paints revamped its identity showcasing a new
wave of thinking by the Company. A few years ago, it clubbed all its multiple brands
for different product categories into a single umbrella brand “INDIGO”. A new logo
for the brand and the Company was created, which accurately reflected the core
philosophy of the organization. The logo design was extended to all packaging design
and other forms of corporate communication. Going forward Indigo Paints will keep
evolving itself. We plan to come up with innovative products at regular intervals and
continue to surprise our customers. A strong focus on advertising in the years to come
will set us apart from the competitors and help gain considerable market share.
Indigo paints Kerala section is headed by Indigo Paints Kochi. The Indigo paints Kochi
was formerly HI-BUILD Coatings Pvt. Ltd, a Kochi-based company, which became a
subsidiary of the Oman-based Sadolin Paints Ltd and expanded its capacity and
operations. The HBC unit has been modernized and expanded to manufacture wood
care products and triggered up its capacity. The products ranged from protector
products to finishing paints. The technology used was from Danish Company, Finn
Giese. The unit situated at the South Kalamassery near Major Industrial Estate was
expected to make a large annual turnover. Of late, there had been a good general
demand for wood care products in Kerala and the annual demand was estimated to be
large.
However, it is a highly competitive market with major players such as Asian Paints,
Nerolac, ICI, Berger etc. controlling around 60 per cent of the market. Besides, Kerala
has around 100 hundred small-scale units engaged in manufacturing paints. Availability
of housing loan at low interest rates has activated the house construction sector and this
in turn has accelerated the demand for wood care products and paints. Added to this, of
late, there has been an aesthetic appreciation of wood works done in residential
buildings in Kerala and this phenomenon has increased the use of wood care products
rather than paints in windows, doors etc., And the company hopes that its products
would be absorbed by the Kerala market. With these reasons in mind, indigo paints
planned to spread more of its presence in Kerala and bought HBC and later in 2016
march hi built coating (HBC) merged with indigo paints. The Kochi indigo paints are
now heading the Kerala area and is the central warehouse in Kerala. It coordinates the
Trissur, Kollam, Calicut and Kochi like 12 depots. HBC became Indigo Paints Pvt. Ltd
as per the high court of Maharashtra and the national company law tribunal order came
Brand identity is the visible elements of a brand, such as color, design, and logo, that
identify and distinguish the brand in consumers' minds. Brand identity is distinct from
brand image. The former corresponds to the intent behind the branding and the way a
company does the following all with the goal of cultivating a certain image in
consumer’s minds:
• Uses color, shapes, and other visual elements in its products and promotions
• A visual: a zebra with multi-colored stripes, instead of just black and white ones,
• A brand line that succinctly sums up what the brand stands for. Brand line of
3.1.4 Mission
Going forward Indigo Paints will keep evolving itself. We plan to come up with
innovative products at regular intervals and continue to surprise our customers. A strong
focus on advertising in the years to come will set us apart from the competitors and help
3.1.5 Vision
Setting new work strategies, innovative product development and market research
fundamentals, while keeping the spirit of wonderment intact, Indigo Paints has stood
out in a class of its own from its fellow competitors. The ability to innovate and provide
• India’s first Metallic paint, which gives a unique look to your walls
• India’s first Floor Coat paint, which can withstand any vehicular traffic
• First-of-its-kind Tile Coat paint for roofs, which gives an excellent glossy look
The south Indian production held at Ernakulum. The head office is situated at Pune and
the south Indian sector is headed by Kalamassery unit. The good quality and variety
shades are the main properties of products, that helps the company to face the
competition. Indigo Paints have 33 depots in all over India, depots are the base of strong
distribution network.
• Calicut Depot
• Kollam
• Trissur
• Visakhapattanam
• Vijayawada
• Chennai
• Madurai
• Banglore
• Pune
• Nagpur
• Jaipur
• Hyderabad
Paint is any pigmented liquid, liquefiable or mastic composition that, after application
to a substrate in a thin layer converts to a solid film. It is most commonly used to protect,
color or provide texture to objects. Paint industry is mainly classified into two,
industrial paints and decorative paints. Indigo paints are the operator platform intended
to offer decorative paints and emulsions. The company’s platform offers a compilation
of decorative paints for exterior and interior walls, undercoats and wood or metal
coatings, enabling clients to avail better quality paints and emulsions at fair market
price.
3.2.1 Products
Products are classified into Platinum, Gold, Silver, Bronze series according to their
quality. High quality products are listed in platinum series and low-quality products are
listed in bronze series. The products are mainly sold in 500ml, 1lt, 4ltr, 10ltr, 20ltr and
3.2.1.3 Primers
• Anti-Termite Solution
• NC / PU / Melamine Thinner
• Wood Stain
• Base
• Universal Stainer
• Vipco
• Fantacy
• Primers
• Flair
• Climex
• Climex plus
• Tile coat
Board of Directors
MD (Pune) MD (Kochi)
GM (Technical) Management
Senior Manager
Representative
Manager Manager
Senior Officer
(Material) (Production)
organization. The board of director’s key purpose is to ensure the company’s prosperity
by collectively directing the company’s affairs, whilst meeting the appropriate interests
of its shareholders and stakeholders. In addition to business and financial issues, boards
of directors must deal with challenges and issues relating to corporate governance,
corporate social responsibility and corporate ethics. Hemant Jalan is the managing
director of Indigo Paints Limited. In cochin unit director board consist of nine members.
3 Madhu T K HR Manager
3.4 DEPARTMENTALISATION
and subunits for the purpose of administration. The administrative units and subunits
manager of the organization groups entire activities into major divisions such as
Production, Marketing, HRM etc. The Indigo Paints Ltd, Kochi follows a flat
organizational structure where the general manager or technical manager heads the
work at Kerala and under the GM’s guidance works the functional departments of the
company.
The main objective of the organization study is to understand the functions of various
• HR Department
• Marketing Department
• Production Department
• Purchase Department
• Maintenance Department
Functional Departments
HR Technical
Material Production
are not properly done, it will lead to the decline stage of the organization. Since market
is concerned with satisfying the customer needs, it starts with identifying the customer
needs. In order to find out the customer needs Indigo Paints conduct Market studies
government policies and business trends. The role of marketing department is planning,
objectives to increase profit and goodwill of the enterprise and to s satisfy the needs
and wants of the customers. This department is headed by Marketing manager. The
Marketing Manager is responsible for all the marketing and sale promotion activities.
Above The Line Activity (ATL): ATL activities includes the big budgets programs like
Facebook, Instagram, Twitter, Google add etc. ATL activities are mainly handled in
head office, Pune. Advertisement is the main promotional tool. Medias used are,
• Television ads
Below The Line Activities (BTL): BTL activities includes contract level programs. It
includes;
• Painter’s Meet: Indigo Paints conducted meetings with painters in order to make
• Contractor’s Meet: In this meet marketing head select five main contractors and
• Polisher Meet: Polisher meet is, mainly done in order to promote their wood
coatings.
• Shop Branding; It is simply mean that branding through shop, it includes the
• Manpower
• Product Booklet
The selling procedure is that, the orders are taken by sales executives or is taken from
depots through SAP and is forwarded to the Marketing Manager, after his inspection,
it is transferred to the Accounts Section then to dispatch. Here all the accounting
procedures take place and prices are fixed and the terms of payment are also made.
Where the bills are prepared and from there the goods are dispatched.
The sales support schemes are adopted by the company to increase the sales volume.
Sales forecasting is done on the basis of previous sales. For sales officers, targets are
fixed. If they achieve the targets, they get incentives. The products have a medium shelf
life after which the guaranteed quality may not be received. Within 24 hrs. the
complaint will be acknowledged and within 3 days the complaint will be handled.
The price of the product differs as per the base colors used the shades of color opted for
the products. The price for products base and shades are fixed for the products. Product
wise analysis is made to know about the movement of the products. If any difficulty is
found, they adopt new strategies to improve the movement of the product. To improve
the sales, the company participates in programs like exhibitions and sponsor some
events to make the company get noticed in the market. For the same décor club and
and their product, preparing promotional activities and materials and a whole host of
other responsibilities. The marketing department is like the jack of all trades in any
organization. Anything that other departments do not handle is given to the marketing
department to deal with. When we look in-depth at the responsibilities of the marketing
department, it becomes very clear why it is the key department of any organization,
without which it would be very difficult for the business to exist profitably.
relationship with the customer so that they can understand what the customers’ demand
from the business and thus aim to meet those demands. Customer feedback is an
important part of marketing and companies need to conduct surveys to get the feedback
from customers and prospects. There are two ways to understand the customer needs
and focus the business activities to reflect the customer’s demands; these are through
internal channels by taking feedback from the sales department and the customer
service department regarding customer preferences and their feedback. This can be
done via data analysis as well as conducting surveys within the company. The other
way to collect information is via external channels, through interaction with social
media and internet. In the end, the focus should be to provide the customer with a
Keeping up with the competition: The marketing department is also responsible for
researching the competition and keeping up with them to know what they are doing,
which products they are launching, what are the weaknesses of the competitors and how
to avoid making the same mistakes as the competitors. It is also essential to know how
the company is placed in relation to its competitors, why the customers prefer the other
companies, what customers the competitors target and the relationship they have with
their customers. Once all this information is available then the marketing department
can analyze it and create a better marketing and customer relation strategy for the
company.
design or symbol that denotes a particular product or business and makes it stand apart
from other similar products or businesses. Branding helps to enhance the image of a
business and make it more credible, elicits an emotionally positive response from the
audience, motivates the audience to buy and creates loyalty for the brand and its
products. It is the duty of the marketing department to create and promote a brand
through images, words, ideas, and promises of benefits to the customer. The message
needs to be delivered to the audience by all the members of the enterprise consistently
and frequently.
Finding the Right Partners: The marketing department of all organizations cannot be
extensive enough to handle all the marketing needs of the organization. In order to bring
the full range of marketing tools and expertise to a business, it is often essential to hire
specific expertise and people from outside the organization. It is essential to find the
right partners who understand the philosophy and needs of the organization. It is the
work of the marketing department to identify, hire and oversee these partners to bring
best value to the business. These strategic partners could be advertising agencies to
create and manage advertising campaigns, social media experts to manage the social
media marketing side of the business, web designers, data analysts, copywriters, and
Being creative and innovative: The marketing department needs to be on its toes at all
ideas, whether it is for promotional purposes or to create a new product. Feedback and
ideas from the marketing team are responsible for policy decisions regarding products,
such as whether to create new products or improve the old one. It also needs to come
up with creative ways to position the brand and the product to create additional revenue
for the company. In order to fulfil all its responsibilities, the marketing department often
departments within an organization. It has to familiarize all the employees with the
Budgeting: Marketing departments work on budgets. They are given a certain amount
of money to spend upon creating a presence for the company or product in the market.
It is the responsibility of the marketing department to estimate the cost of all the
marketing activities it intends to carry out and prepare a budget that would use the
allocated amount of money most efficiently. It is essential that the marketing personnel
Decor club: The company has also started a point scheme program i.e., decor club
(Kerala) or artist club (rest of India). Painters are registered into this club; up to know
4000 painters have been already registered. for every purchase of products from indigo
paints the painter is credited with points in his name. the points have been already set
upped for products. the painters are at painters meet given gifts, gold or trips for the
points awarded to them. of other companies’ indigo paints have a major strike in this
place as the company provides re.1 for a point whereas other companies only give 45por
Annual schemes: The annual scheme is provided for the dealers on the basis of their
annual sales of the dealers their annual growth rate and annual turnover. The annual
dealer’s sales scheme is set on the basis of their increase in sales and achieving set
targets for sales. On achieving the targets reward is given. The reward may be
Foreign trip schemes: The company provides tour schemes to dealers. The dealers are
hitched into the scheme and with achievement of the targets they are given trips as a
reward. the company provides 3 foreign trips and a domestic trip. Foreign trip may be
to Europe, Bangkok or Thailand. the domestic trip may be anywhere in India which
will be pre-selected.
Complaint Handling Relation: The marketing departments also have to deal with the
complaints from the ultimate customer, painters and dealers. The company provides
toll free number for any complaints to be registered or complaints can be given through
Sales executives. any complaint given will be acknowledged within 24 hrs. time and
will be seen to it that it is. first on receives of a complaint the snr manager sees to it and
is acknowledged and is check up on with staffs whether it has to be sent to the lab or
other step is to be taken. the past 3 batch samples will be retained with the lab which
would help to find out if it is the problem of the batch products. the main problems may
be color fading which may also be due to improper use of machineries or because of
presence of artificial elements and environmental exposure. After checking the results,
Tinting Machine: Tinting machines are color mixing machines. the marketing
department must see to it the tinting machine dealers, should set up color point
managers and service engineers. Tinting machines is used to provide customers with
their preferred shades with use of base colors. the marketing dept. also have to prepare
the shade cards in order to give idea for the customers about the colors available and
they also have to update the cards with variety and innovative and different colors so
Package designing: The marketing department also has to take on the package
designing for the product with a view to attract the customer with the packaging of the
product. indigo paints have recently changed its packaging designs. Can designing is
Pricing: Pricing is mainly depending upon the quality of the product. Indigo Paints
choose the pricing strategies which is followed by their main competitors especially
Asian Paints.
• To make products visible in the market through the effective market coverage
and penetration.
• At the shortest period to be covered the entire market and develop brand image.
3.4.1.7 Competitors
The main players: Asian Paints (AP), Good lass Nerolac, ICI (India), Berger and Jenson
& Nicholson are the leading companies in the organized sector. The top six
manufacturers account for about 80% of the market in the organized in value terms. AP
is the industry leader, with an overall market share of 33% in the organized sector.
segment, with a 38% market share, a Tata company, is number two with a 14% market
Asian Paints: Asian Paints was started in 1942 and has over 60 years of industry
experience. It is India’s largest paint company with widest range of wall and wood
paints. They offer products from low-cost painting solutions to high end luxury interior
and exterior paints. They are third largest paint manufacturer in Asia serving 65+
countries worldwide. They have state of the art infrastructure of paint manufacturing
plants located across 26 locations around the world. Company has head office in
Mumbai and has annual turnover Rs 140 billion. It is listed in stock market and has
talented team of 6000 professionals that has deep domain knowledge of Paint industry.
Kansai Nerolac Paints Ltd: Nerolac is leading Paint Company of India. They are 100%
Coatings and Performance Coating. They are leaders in Industrial Paints and
Automotive Coatings. They have outstanding network of dealers and their products are
Berger Paints India Limited: Berger Paints is UK based company which started its India
operations in 1923.They are India’s second largest paint company based out of Kolkata.
With years of expertise and extensive R&D department, they are upgrading their
products with time and are present in all segments of paint industry. They have factories
15000 dealers. They also sell their products in 3 countries apart from domestic market.
More than 2500 Employees are associated with the company and working hard to
Dulux Paints: Dulux is an India based arm of US Company, AkzoNobel. The company
has started its Indian operations way back in 1932. They are among top 3 brands of
decorative paints in India. With their international experience, they have launched some
innovative and high-end luxury paints in Indian market which are in demand for various
luxurious projects. They have their head office at Gurgaon and numerous stores spread
• Direct the hiring, training, and performance evaluations of marketing and sales
strategies.
• Use sales forecasting and strategic planning to ensure the sale and profitability
market.
GM (Marketing)
Manager
Manager Colour
Sales Regional Sales Manager
Points
instruction and command, and instead becoming more participative and open. The aim
HRM is successful, the employees will be committed to the long-term future of their
organization and this, in turn, will help the organization adapt to competitive pressures.
In Indigo Paints Kochi the H.R Department is handled by H. R Manager Mr. Madhu T.
K. There are 203 employees are worked in Indigo Paints under his supervision. In this
basis.
fill a permanent vacancy and has not been confirmed as permanent by an order
in writing.
for a period not exceeding three years depending upon the training required.
• Badly Worker: One who is engaged temporarily in the place of regular workmen
who is on leave.
• Casual Employee: One who is engaged to do some works of very casual and
non-perennial nature.
• Reward Management
• Career Management
• Recruitment
• Trade Unions
• Disciplinary Actions
• Grievance handling
employee in return for his contribution to the organization. Fixation of employee reward
indirect benefits like incentives, leave with pay, product sales to employees etc. Indigo
paints had been paying wages to its workmen well above wages fixed by the
government under the minimum wages act even though under the minimum wages act.
accelerated pay scale with 15pay grades. total pay consists of a basic salary, variable
percentage of basic pay, house rent allowance, medical allowance and (for higher grade
staff) reimbursement of the telephone and fuel bills subject to certain sum fixed.
Currently pay is processed by the finance department. Salary of all employees except
employees engaged for work of casual or temporary nature and those engaged through
contractor are paid through bank by crediting the employees saving bank accounts
opened in SBI and Union Bank of India. Salary is usually paid on 1st 0f the month itself
There shall be a different salary structure for the employees under different grades,
Employees of Indigo Paints are covered by statutory and social security benefit like,
employer shall contribute 12 % of salary. Salary for this purpose shall mean PF
qualifying salary as per the employees’ provident fund and Misc., provisions Act.
government to benefit the employees and their families with a wide range of benefits
Medical Insurance: All employees who are out of ESI scheme or become out of ESI
coverage subsequently, are covered by Group Medical Insurance. The premia of the
Employee Sale: Employees are entitled to purchase for their exclusive use the Indigo
Bonus: A bonus is a financial compensation that is above and beyond the normal
company and following the Payment of Bonus Act and rules framed therein. Bonus is
paid to employees who have worked at least for 30 days in the financial year.
Gratuity: Gratuity is paid to employees who retires or otherwise leave the company
after putting in at least five years of continuous service with the company. It is paid as
per the provision of the Payment of Gratuity Act and rules framed thereunder.
Accordingly, gratuity will be equal to fifteen days’ salary for every completed year of
Pay Days: Under normal circumstances 2nd day of every month following the wage
month shall be the pay day. However, in case the 2nd day of month is holiday either for
the company or for the Bank through which the salary is disbursed or for both, the salary
shall be paid on the next working day for both the company and the bank provided that
the pay day shall not extend beyond 7th day of the month succeeding the wage month.
Career Management: Career Management policy aims to define the opportunities for
opportunity at the same level but in different department, division or location where the
employee can put in his expertise more meaningfully and productively. A vertical move
provides the employees with a promotion into a higher level or role based on his
the department or organization may also move the employee down a level based on
performance.
• Warning
• Written apology
Training and Development: Indigo Paints will give employees adequate training to do
their job safely and competently. They believe training is a two-way process. They
encourage employees to participate and to highlight any gap in their own skills or
knowledge they believe they have. Development of employee skill and personal
attributes aims at bringing in a culture within the organization so that each one of the
team recognizes his values to the organization and his contributions to the common
customer retention.
(ATP) which shall include all training needs whether internal on the job or other of the
external training, in both the cases, training shall be given to the employees by the
most important resource and Development process is one of the ways in which people
can be made aware of their value to the organization. Performance Management system
that the organization’s goals and objectives are achieved. Performance Management
and Development System aims to benefit people employed in Indigo Paints to get a
clear objective and documented outline of expectations regarding their level of work
performance or the key results they are expected to achieve, to provide constructive
overcome any difficulty in achieving the desired targets. It also aspires to identify
training needs of people at work, individually and with their supervisors, so that
performance is an ongoing process. It should include informal and formal review. All
employees shall undergo a formal performance review with their immediate line
Leaves and holidays: Indigo paints at Ernakulum follows the Kerala industrial
establishments (national and festival holidays) act for declaring holidays during a year.
holidays are fixed for the year in consultation with employees and the trade union.
Accordingly, four national holidays and 9 festival holidays are declared as closed
holidays for the company. Maternity leave is given to women employees as per the
provisions of Maternity Benefits Act. The employees are given casual leave for 9 days
Recruitment: Indigo Paints aims to employ the best candidates based on merit and
competence. Recruitment at Indigo Paints is free from discrimination and it will not be
influenced by any manner by gender, marital status, race, ethnic, origin, color,
nationality, sex, religion or age. Recruitment refers to the overall process of attracting,
shortlisting, selecting and appointing suitable candidates for jobs (either permanent or
choosing individuals for unpaid roles. Managers, human resource generalists and
recruitment specialists may be tasked with carrying out recruitment, but in some cases
Scheduling Interview
Background Verification
Joining Formalities
Arranging Induction
grievances of employees right at its inception stage itself. With a view to resolving
at each Centre. The chairperson of the committee shall be selected from the employer
and from among the employees alternatively on rotation basis every year. It shall be the
employees place before the committee either directly or through the HR Manager. The
by giving him notice in writing or paying salary in lieu of notice and a permanent
employee can resign from work by giving a notice for a period as per the contract. the
salary earned by him shall be paid after obtaining sanction from the departmental heads.
Workers of category 1,2,3 are the members of trade unions. Two trade unions are there;
• Masdhur Sangh
• Conduct exit interviews and use the information for improving company
policies.
3.4.2.4 Authority
• Authorizing appointment orders for employees below the level of sr. managers.
The accounts / finance department of Indigo Paints has a centralized service. As the
head office is situated at Pune, major operations are performed there. The finance
and credited to capital reserve. The financial statements of the company have
• The financial statements are prepared on accrual basis and under historical
convention.
basis.
loans transactions.
• Bank receipts: Bank receipts the section also looks out for the entries in the
banks that is, receipts for the company i.e., receipts from customer in for the
• Cash Transactions: The account section also monitors and gets up to date every
transaction in cash. mainly all transactions are through bank and cheque only
small amount are transacted in pure cash. Like freight, small receipts from
company’s profit and improve the economic welfare. There are mainly two steps for
• Profit maximization
• Wealth maximization
• SAP
• Microsoft Excel
3.4.3.5 Auditing
Mainly of two types, that is one from head office and an internal auditing.
Receipts are got from customers by selling goods. They are mainly received through
cheques/DD by sales of decorative paints and other products. Payments consists of;
• Salaries
• Payment to contractors
• Payment to suppliers
• Advertisements
• Audit fees
• Interest on loans
• Tax payments
• Repairs
The finance department in Indigo Paints works has to raise necessary funds, manage
them, prepare finance budgets and administer its working capital. This department
functions public issue of capital maintains and records for helping the finance manager
to access the appropriateness of capital structure. It provides data for the preparation of
budget and various financial statements. Finance plays a key role in every activity of
business. It deals with the principles and methods of obtaining control over money from
those who saved it administering it by those control it. The success of finance function
depends on how finance is planned at the various levels of administration under the
management.
Availability of sufficient funds at the required time is the key success of a concern. As
a matter of fact, finance may be said to the “circulatory system of the economic body”
making possible coordination between the different activities. The main source of
With the emergence of GST, the tax percentage of the company has shifted from 27 %
(ie. 14%+14%) to 28% (as paint comes under luxury category). With emergence of
GST it was said there will be decrease in price of product but with increase in tax
percentage the decrease percentage was small. even through with the increase in
percentage the company was able to decrease the price or maintain the price because of
the GST benefit on excise duty. Of which the company was able to give a slight
• Cash book
• Bank book
• General ledger
• Debtor ledger
• Creditor ledger
• Inventory register
Board Of Directors
GM Finance
FINANCE HEAD
The Materials Management Department deals mainly with the procurement of materials
needed for the company. The materials order may be placed on the basis of the annual
plans made by the company as per the budget for the year. SAP and Microsoft Excel
are the major soft wares used for purchasing and production plan. The budget for the
current year is set as per the previous year’s sales with an extra 50-60% extra sales
estimates. Paint business is a seasonal business, so the company manages the budget as
per the requirement of the products. In Kerala the peak season is from January to May
and Diwali time in all India. Based on the annual plans monthly and extra 50 -60%
growth is estimated on previous year’s sales. Production plan is setup on the bases of
the sales plans. For the production plan the 40-day plan is set up 20th of every month
plan is made as known the estimated sales may not always be as per estimation except
for fast moving items (FMCG). Sales plan contains inventory valuation, sales
requirement estimated and the stock. Considering all this the company sets the
production plan and considering this the material need is estimated and orders are
placed, the raw material for the company are imported from Germany, Italy, Vietnam
and also from Bombay and Chennai for the procurement to there is planning needed,
for a raw material to be approved the vendor should be a certified vendor or the products
samples should be approved by the labs in order for placing the order for the product.
the company also negotiates with the vendors for the price of the product the company
welcomes quotations from different company and after the sample approval the
company selects a vendor which satisfies the plan laid down. the selected vendors are
to place quotations for the materials and from which the company selects the lowest
quotation warehouse from there the company transports the materials to the factory. For
the transportation there are dedicated transporters and inbound logistics. Transportation
companies like ARC, KRS, ATC etc. the factory provides a GRN (goods receive note)
The stock is then valued, and the receipt inspection is done to compare with the invoice.
Critical materials are first tested from the lab before loading into the factory if it is not
as per quality but within limits it may be considered, or else necessary actions may be
taken. There is a total of 6 staff in materials department 2 purchase officers and 4 stock
from the right source at the right price at the right time.
3.4.4.3 Authority
• Approving suppliers
• Placing orders on suppliers selected by corporate office for raw material and
of orders placed.
3.4.4.5 Authority
consumables
• Fixing inventory levels required for raw materials, packing materials and
finished good.
• Emulsion 7650
• Emulsion 8850
• Tegofomex
• MZ 90
• Perfume no.1
• China clay
• Titanium
Indigo Paints Pvt. Ltd has around 6000 dealers and out of them 3500 are listed dealers,
so they have around 216 suppliers are there. Their major suppliers for raw material and
• VISEN –Emulsion
Manager (Material)
labelling etc. The production is set as per the annual plans and from the derived monthly
plans
The production plan is set as per the sales estimation done and based on which the
company makes the plan for production it is also depends on the trends and buyers’
interest. The production plan for the company is extracted as monthly plans from the
annual plan and company sets daily plans on the basis of monthly plans set. In Indigo
Paints production planning is done through Master Production Schedule, in MPS the
Assistant Manager of Production Planning find last 4-month average and converted it
into volume and find out the volume of each product to be produced for the present
month. In a monthly plan he plans the production for 40 days instead of 30 days a
month, it is done as per the foreseen of any delay arrived. The monthly plan is split into
day called Micro planning, here the 40 days planning is converted into 15 days. As per
the production plan the total quantities of the product to be produced and quantity of
raw material to be used are recorded in a batch sheet by the QC departments. The batch
sheet distributed to the supervisors in the production area, as per the details given in
• Ensuring that the production taken is in conformance with the production plan.
usage.
RM/PM to factory.
RM Issue
Quality • RM charging
Testing • Dispersion
Product Transfer
The factory now produces both solvent and water-based products they mainly
concentrate on water-based products and the other production center at Pudukkottai will
focus on solvent-based products. There are 2 main functions carried on in the factory
Mixing area: Area in which powders are mixed with corresponding liquids.
Liquid area: Area in which well mixed semi-finished products are modified. In liquid
area they used Ystral machine, it is a German made machine. This machine has a usage
that if the raw material used is for a 25-litre product, but by using Ystral we get 30 litre
paints instead of 25 litres. In Indigo paints factory they use Ystral machine of both 10
KL and 5KL.
There are currently 3 working machines for paint production in the factory. Disperser
is suitable for liquid, mixing, dispersing, dissolving evacuation of all range of product
viscosities. Efficient machine for dispersion of powder into liquid used for mixing in
batches in easy to change tank. It is provided with fix speed, to speeds or variable speed
drive. A hydraulic lifting column can be used for adjusting height of dispersion disk
inside the tank as well as changing the tank. The company uses Twin shaft disperser
contains two impellers on each shaft. It has single motor between 15 to 60 hp. Variable
speed shafts, the twin shaft is for higher viscosities or larger batches and for easier
Shaft Disperser: Tank mounted disperser, simple in design and operation. It has an
advantage of low cost but less flexibility of operation. It occupies less space compared
to other models. This can be provided with impeller operating in fixed position
machine. The finished product is then directed to the automated filling machine.
Area in which finished goods are packed and labelled. The company also has to follow
certain rules and laws during packing. There are certain mandatory laws implemented
by the government to be followed while packaging. The company is to show the batch
no, Mfd., M.R. P, company address etc. on the packet (bucket). Women employees are
The batch samples are retained with lab for 2 years for any future reference for any
consumer redressal. The quantity of the paint packed in every pack is set by first
calculating the vapor liter of the product as the packaging is done in liters but the filling
machine does it in Kg so in order to transfer Kg into liters calculating the vapor liter of
the product.
The company also makes solvent-based paints in a small circle and also makes putty
which will be wholly shifted to Pudukkottai plant and Kalamassery unit will only
concentrate on water-based paints. The solvent-based machinery also uses the same
components as the water based but doesn’t use water for blending slurry is added in
here there are beading present in machinery which help in dispensing of the components
Production
Officer Asst. Manager
(Planning)
Indigo Paints encourage eco-friendly activities, so they treat their waste through
Effluent Treatment Process (ETP).ETP is one of the efficient waste treatment technics.
Chemical Setting
Grit Collection
Chamber Oil Trap Tank 1 2 3
Sludge
Pressure Tertary
Pressure
Carbon Settling
Sand Tank
Filter Tank
ETP is the process in which chemicals are separated from the wastewater. Through ETP
Collection Tank Grit Chamber Oil Trap Chemical Setting Pressure Carbon Filter
Pressure Sand Tank Tertary Settling Tank Aeration Tank Sludge Dying Bed water to
purify it. After ETP process purified water is the finished products which is used for
gardening and bathroom purposes, and the by product is chemical waste which is
Both QC and R&D departments function under the control of the technical manager.
• Weight per liter, color difference bases etc. are also checked by QC department.
The main function of quality assurance is to ensure the quality of the products at each
stage of its production and guide the workers to improve the quality of the product.
• Competitor evaluation
• Shade development
For developing a new product, they first set the properties that the product got to have
and the desired extenders is added as per scales. The company saves different shades
of color ratios after formulation thus for future use. The company also uses the
given and released. The formations and specifications thus made is transferred to the
QC. department. A market trail is done on the new product to know the acceptance by
the consumer and based on this feedback the product is launched into the market.
carried out here. that is small amount of product is produced with the small machines
they developed it will help to reduce the error or wastage during production process.
Team Leader
Helper
This department not only does the name’s sake job of distribution but also carries out
various other duties .it to works collaborated with other departments of the company
hand in hand. dispatch and Logistics Department is headed by Raj Mohan, logistics
Manager. In indigo paints, there are 3 staffs I n logistics department. The logistics
manager, Asst. manager and a management trainee. The department also handles
• Material Management
• Logistics Execution
• Production
• Production Process
• Plant Maintenance
• Customer Service
• Quality Management
• Logistics Controlling
• Project System
The company deals with SAP therefore the Logistics Department gets the order
information without the placement of order. Company from here itself calculates the
order based on previous orders and takes other specific orders (as per specific
instruction of customers). The company uses First in First Out method (FIFO) so it
should be seen to it that all products are properly ordered in the warehouse and properly
layout. Cochin factory support 12 depots in Kerala. Kochi, Calicut, Thrissur, Kollam
A SWOT analysis can be carried out for a project, place, industry or person. It involves
specifying the objective of the business venture or project and identifying the internal
factors that are favorable and unfavorable to achieving that objective. The technique is
credited to Albert Humphrey, who led a convention at the Standard Research Institute
in the 1960s and 1970s using data from Fortune 500 companies. The degree to which
the internal environment of the firm matches with the external environment is expressed
by the concept of strategic fit. Setting the objectives should be done after the SWOT
analysis has been performed. This would allow achievable goals or objectives to be set
Identification of SWOTs is important because they can inform later steps in planning
4.1.1 Strengths
Strength is the Characteristics of the business or project that give it an advantage over
others
• The company produces a wide range of products which would help to give a
• The support of strong distribution network in different areas act as a strong base
pillar.
Indigo Paints Ltd.
products.
4.1.2 Weakness
Weakness are characteristic that place the team at a disadvantage relative to others.
4.1.3 Opportunities
Opportunities are the elements that the project could exploit to its advantage.
• High demand of the product proposes a good opportunity for the company.
4.1.4 Threats
Threats are the elements in the business environment that could cause trouble for the
business or project.
• Sudden legal and law changes and implementation of GST have caused trouble
to the company.
• Fluctuations in the price of raw material would affect the cost of production.
5.1 FINDINGS
company’s excellent because of new package design, quality service and better
customer relation.
• They are looking forward to increasing the market share of the company in
Kerala.
• The marketing and sales team has got a very good communication with the
any time.
• Employees are classified on the basis of their duties and responsibilities. Salary
• The company has given very good infrastructure facilities to the employees.
• The company also make use of the latest technology for the production process.
• Good leading network helps the company to serving the need of consumers.
5.2 RECOMMENDATIONS
• Introduce different sales promotion techniques and other offers that attract more
• The company’s product composition may be based on the customer needs and
all time climatic compactable paints to be developed, that may help the
• Open a showroom at factory itself, that may attract the bulk purchasers.
• The company can import the raw materials in bulk with proper estimation at a
lower cost and combined transportation of imported goods which may reduce
5.3 CONCLUSION
organizational study at Indigo Paints Ltd. Was intended to impart a practical exposure
to the organization. As per the study objective the organizational structure, departments
and its functions, activities are studied through observations. Primary data were
collected through observation, interviews and secondary data was generated from
websites and published documents. SWOT Analysis is done with available data.
Indigo has a wide market in whole of India. The company is going with excellence of
management. The employees are satisfied with their workplace and behavior of
Products provide better market position of this company. Indigo Paints Private Limited
is a growing company with a lot of future anticipations. This study really gives a
practical knowledge about the nature of a business firm and enabled me to have an
the organization.
PRODUCTION DEPARTMENT
• What are the techniques adopted by the company to reduce its wastage?
Designation: HR Manager
FINANCE DEPARTMENT
• What are the duties and responsibilities of a finance manager in the company?
resources?
• How much money you will spend for purchasing raw materials?
Books
International.
publishers.
Publications.
Website
• www.indigopaints.com
• https://indigopaints.com.np
• https://craft.co/indigopaints.in