Pidilite Strengthens Paints Ambitions With Haisha Expansion Into Eastern India

Pidilite Industries, best known for household adhesive brands such as Fevicol and Fevikwik, is steadily sharpening its focus on the decorative paints segment as it expands its Haisha brand into eastern India. The move marks a calibrated next step in the company’s diversification journey, following Haisha’s launch in southern markets nearly two years ago.

Unlike the aggressive national rollouts typically seen in the decorative paints space, Pidilite has chosen a measured and region specific approach. Speaking on the company’s strategy, Managing Director Sudhanshu Vats said the paints business is being built with a clear focus on rural and small town markets. He underlined that Haisha’s expansion will continue in phases, allowing the company to refine its business model before committing to a full scale national rollout.

The eastern push comes after Haisha gained presence across Telangana, Andhra Pradesh, Karnataka, Tamil Nadu and Odisha. According to Vats, the paints business has been registering consistent quarter on quarter and month on month growth, reinforcing Pidilite’s confidence in its right to play in the category. However, he noted that the company is intentionally moving cautiously as it sharpens its right to win in a highly competitive market.

Industry observers see Pidilite’s entry into paints as a significant long term play, especially at a time when competition has intensified sharply. Established players such as Asian Paints, Berger Paints and Kansai Nerolac are expanding capacity, while newer entrants like Birla Opus and JSW Paints have added to the pressure over the last two years. Against this backdrop, Pidilite’s decision to avoid a rushed national rollout reflects its preference for sustainable and profitable growth.

The company’s disciplined approach is also evident in its inorganic strategy. Pidilite was previously seen as a contender for Akzo Nobel’s decorative paints business but opted out due to valuation concerns. Vats said the company continues to evaluate acquisition opportunities, with a clear focus on specialised and high margin adjacencies rather than commoditised segments.

Financially, Pidilite remains on solid ground. The company closed FY25 with a consolidated revenue of about Rs 13,100 crore and a net profit of around Rs 2,100 crore. Strong margins, supported by benign commodity costs, have provided headroom for investments in new growth areas such as paints.

As consumer aspiration for home improvement rises across urban and rural India, Pidilite’s quiet but focused push in paints could gradually evolve into a meaningful pillar alongside its core adhesives business.