Henkel Ties up with Asian Paints

Asian Paints has entered the retail segment of the adhesives category through a distribution arrangement with Germany’s Henkel Adhesive Technologies. Under the arrangement,
Henkel’s adhesive brand Loctite will be sold at the retail level through a co-branding initiative. Although the company had B2B presence in the adhesive segment in India, this is the first time it is entering retail.

Asian Paints has already started selling the brand in some selected markets in western India. The paint major is expected to use its strong distribution network spanning 36,000 hardware shops. Industry experts feel that it could put pressure on Pidilite which enjoys about 70% market share in the segment.