What is Pidilite's strategy for its Haisha paints brand?

Pidilite is pursuing a cautious, phased national rollout for Haisha paints, primarily targeting rural and semi-urban areas.

Where has Pidilite's Haisha paints expanded recently?

Haisha paints has expanded from southern India into eastern markets, including Odisha.

What kind of acquisitions is Pidilite evaluating?

Pidilite is evaluating opportunities in specialized, high-margin adjacent business segments, avoiding large, low-margin commoditized spaces.

Home / Business and Economy / Pidilite Paints: Cautious Expansion Fuels Growth

Pidilite Paints: Cautious Expansion Fuels Growth

16 Dec, 2025

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Summary

Pidilite expands Haisha paints into eastern India from southern markets.
Company targets rural and semi-urban areas for phased national rollout.
Pidilite prioritizing specialized, high-margin acquisitions over commoditized spaces.

Pidilite Paints: Cautious Expansion Fuels Growth

Pidilite Industries, known for its Fevicol and Fevikwik brands, is quietly but steadily expanding its paints venture, Haisha. Initially launched in southern India two years ago, the brand is now moving into eastern markets like Odisha, with a planned phased national rollout. The company's strategy deliberately targets rural and semi-urban areas, aiming for sustainable growth in a competitive decorative paints sector.

Managing Director Sudhanshu Vats highlighted that the paints business is demonstrating consistent growth, validating their entry. However, he stressed a cautious approach, intentionally delaying a full national rollout to refine the business model and ensure a competitive edge. This measured expansion comes amid increased competition from established players and new entrants in the decorative paints market.