AN ANALYTICAL STUDY OF SALES AND MARKETING PRACTICES IN THE DECORATIVE PAINTS INDUSTRY A CASE STUDY OF HAKIMI PAINTS NAGPUR

Abstract [English]

This research paper examines the sales and marketing operations of Hakimi Paints, a long-established (since 1975) authorized dealer of Asian Paints operating in Nagpur. Based on a 45-day internship, the study analyzes organizational practices, customer interaction patterns, supply chain dynamics, and the competitive landscape in the Indian decorative paints industry. The paper presents insights on market behavior, product preferences, field observations, and promotional effectiveness. Using primary data from retailers, contractors, and customers, the study highlights the importance of influencer engagement, premium product demand, and the rising use of targeted promotions. Findings indicate that while Hakimi Paints has strong brand linkage and market trust, challenges such as manual record keeping, traditional marketing methods, and operational inefficiencies still persist. The study concludes with recommendations on digitalization, customer engagement, and field-force strengthening to enhance business performance.