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The market share is expected to go up by 0.5 to 1 per cent from the present 12-13 per cent following the introduction of Lewis Berger.

Kolkata , Oct. 4

BERGER Paints is planning to consolidate its position in the premium decorative paints market.

The company has already created an umbrella brand, Lewis Berger, for the segment and has decided to set up 1,000 Lewis Berger Shoppes across the country this year.

The project also includes a complete makeover in product packaging and buying experience.

Announcing the launch of Lewis Berger, the company's managing director, Mr Subir Bose, said the initiative was aimed at positioning the company's premium paints in the `lifestyle product' category. The total project cost is estimated to be Rs 15 crore during 2005-06.

"Decorative paints are still treated as a commodity in the country. We are trying to position it as a lifestyle product," he said.

Decorative paint currently contributes 80 per cent of the Rs 947-crore turnover. In the premium segment, the company commands 12 to 13 per cent share in the value market.

The market share is expected to go up by 0.5 to 1 per cent following the introduction of Lewis Berger. Overall, the company aims to touch the Rs 1,100-crore turnover mark in this fiscal.

On prices, Mr Bose said paint prices were correlated to petroleum product prices, which had witnessed an upsurge due to spiralling of crude oil prices in the recent past.

To keep pace with the increase in input cost, the company would revise its product price by 3 to 4 per cent after this festive season.

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