A complete solution for all your paint needs

Md Mohsin Habib Chowdhury
COO & Director, Berger Paints Bangladesh Limited

The Daily Star (TDS): How would you assess the current state of Bangladesh's paint industry, and what policy or market-level interventions are essential to unlock its next phase of growth?

Md Mohsin Habib Chowdhury (MMHC): The paint industry in Bangladesh is currently navigating a period of stagnation, shaped by broader economic challenges. After experiencing negative growth in the previous fiscal year, the sector recorded a flat performance last year — a clear reflection of subdued demand. Persistent inflation, foreign exchange instability, import constraints, and policy uncertainty have collectively dampened investment appetite and delayed consumer spending, particularly on construction and home improvement.

The recent increase in Supplementary Duty on paints from 5% to 10% has further eroded affordability, while ongoing geopolitical tensions continue to raise the cost of raw materials and logistics. These factors have intensified pressure on operational margins and slowed overall industry momentum.

To stimulate recovery, a coordinated response is required. Stabilising the macroeconomic environment is critical, as is targeted policy support for construction and real estate — key sectors that drive paint consumption. Revisiting the fiscal framework, especially duties on essential building inputs, would ease the burden on end-users. At the same time, building local supply chain resilience and expanding domestic raw material sourcing will be essential to enhance long-term competitiveness.

Berger Paints, despite various challenges, continues to invest in innovation, capacity building, and skill development to stimulate industry momentum. But for the sector to recover and thrive, a coordinated and forward-looking policy environment is imperative — one that enables businesses to operate with confidence and consumers to engage without hesitation.

TDS: How is your company responding to the growing demand for personalised and aesthetic paint solutions?

MMHC: Consumers are no longer simply purchasing paint — they are investing in meaningful experiences that express personal identity and elevate living spaces. The demand for personalisation, functionality, and design integrity is redefining the way homeowners and developers approach home improvement. In response, Berger Paints has evolved its value proposition beyond products to become a complete solutions provider, offering seamless, end-to-end services that combine aesthetic excellence with professional execution.

A key pillar of this strategy is the Berger Experience Zone (BEZ) — a network of dedicated outlets that function as design consultation hubs, offering homeowners personalised and immersive painting experiences. Currently operating across 17 locations, with plans to expand to all 64 districts, these centres offer a unified platform for expert colour advice, surface evaluation, and access to our complete Express Painting Service. From shade selection and surface preparation to professional application using advanced tools, this service ensures a cleaner, faster, and high-quality finish for both walls and furniture. Additionally, customers can explore our Illusions range of designer textures at these centres — curated options that transform ordinary walls into striking accent features, enabling deeper expression of individual taste and spatial aesthetics.

In parallel, our Berger Design Studio (BDS) delivers comprehensive interior design services, guiding customers from vision to execution. Through BDS, we aim to democratise access to high-quality design by making it both affordable and aspirational. These integrated offerings reflect Berger's broader commitment to delivering not just products, but transformative experiences — empowering consumers to turn their homes into meaningful reflections of personal style and modern living.

TDS: How do you balance affordability and quality for different market segments?

MMHC: Affordability and quality are not opposing priorities — they are twin imperatives that define Berger's approach to inclusive market leadership. In a diverse and evolving economy like Bangladesh, where purchasing power varies widely across consumer segments, the ability to serve both value-conscious buyers and discerning premium customers is central to long-term competitiveness. Berger addresses this through a carefully tiered portfolio that spans economy, mid-range, and high-end categories — each product line engineered to deliver performance and durability suited to local climate conditions and usage patterns.

Maintaining affordability, however, in the face of rising input costs — particularly from imported raw materials — requires operational discipline and innovation across the value chain. To this end, Berger has implemented lean manufacturing practices, energy-efficient production systems, and optimised logistics frameworks to reduce overheads without compromising product integrity. We have also undertaken formulation re-engineering to incorporate locally sourced alternatives wherever feasible, allowing us to maintain consistent quality standards while insulating against global supply shocks.

TDS: What key innovations is your company prioritising to maintain a competitive edge in the rapidly evolving paint and home improvement sector?

MMHC: In an industry increasingly shaped by climate imperatives and conscious consumer behaviour, we are reimagining not only what paint can do, but what it should stand for — as a product, a process, and a platform for responsible progress.

At the forefront of this vision is our flagship innovation, EcoCoat — South Asia's first anti-pollution paint. Developed with advanced Air Purifying Hybrid (APH) Technology, EcoCoat actively absorbs and neutralises harmful airborne pollutants such as CO₂, NOₓ, SOₓ, methane, hydrogen sulphide, and formaldehyde, thereby improving indoor air quality by up to 90%. The product is entirely lead-free and formulated with green-certified biocides, making it a safe and environmentally responsible choice for both interior and exterior applications.

Beyond this, Berger is leading a strategic transition towards safer, low-VOC, and APEO-free formulations. We are phasing out non-green preservatives and replacing solvent-based paints with water-based alternatives that reduce carbon footprint and support healthier indoor environments.

This commitment extends across operations. Berger has launched a circularity initiative that converts Effluent Treatment Plant (ETP) sludge into raw material for bricks, supporting waste minimisation and the circular economy.

We also recognise that innovation must empower people, not just products. The Berger Training Institute (BTI) was established to professionalise the painting application sector in Bangladesh and uplift associated livelihoods.

To expand impact and reach, BTI has partnered with BRAC, Save the Children, BMET, Probash Bondhu Limited, and the World Bank's ASSET project to offer migrant-bound crash courses preparing painters for overseas employment opportunities.