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On a rain-soaked morning in 2026, Amit Syngle, managing director and chief executive officer (CEO) of Asian Paints, faces a defining strategic crisis. After decades of undisputed market leadership, Asian Paints is confronting an unprecedented threat from Birla Opus, a deep-pocketed conglomerate that has disrupted the industry with a ₹10,000 crore investment, aggressive price-cutting and dealer commissions that have risen by 7%–10%. Consequently, Asian Paints’ market share has slipped from 59% to 52%, and its historical earnings before interest, taxes, depreciation, and amortization margins are under pressure.
With a board of directors’ meeting in exactly 10 days and a fixed...
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