Asian Paints Seeks to Quash Indian Antitrust Probe Over Market Abuse Allegations

The Competition Commission of India (CCI) is investigating Asian Paints for allegedly abusing its dominant market position, following complaints by rival Birla Paints, which has rapidly gained market share since its launch in early 2024. Birla Paints accuses Asian Paints of coercive measures such as threatening dealers, restricting suppliers and logistics, and imposing exclusivity conditions to limit competition. Asian Paints, holding a 52% market share, has challenged the inquiry in court, claiming that the CCI damaged its reputation by publishing and then retracting allegations against its CEO in the investigation order, causing confusion and reputational harm. The company argues that the existence of two different orders online undermines the integrity of the proceedings. The CCI has not responded to inquiries about the order modifications or the lawsuit. The probe reflects the competitive tensions in India's rapidly growing $9.5 billion paint sector amid the country’s infrastructure and real estate boom.