Inspirational… Techno Paints Founder Srinivas Reddy’s journey…
Currently, 5,000 painters work every day
We have been providing painting services for 23 years
Better quality, better service, and on-time delivery are our specialties
We have no competition in this regard
We have skilled personnel for painting high-rise towers
Techno Paints MD Srinivas Reddy
(King Johnson Koyyada, 9030034591)
Techno Paints began with 10 people, and now it has grown to the level where 5,000 painters work every day, according to the company’s MD, Srinivas Reddy. He revealed that their journey, which started with painting contracts, has now reached the top three painting companies. On the occasion of completing 23 years in the painting industry, he gave an interview to a real estate expert. Here are the key points:
How did you get into the painting industry?
We entered the painting manufacturing sector in 2001. Prior to that, we were involved in painting contracts. Later, in 2001, we started painting manufacturing to meet our own needs. Our journey began as a small unit with 10 employees. By 2004, we also ventured into the retail network, expanding into Andhra Pradesh, Telangana, Karnataka, and Tamil Nadu. We established the Techno Paints brand and continued to advance. We developed a unique model compared to our competitors. On the 25th of this month, Techno Paints will complete 23 years.
Our approach is somewhat different from all other paint companies. We follow a unique model. We are the only company providing both manufacturing and application services. Whether it’s real estate or commercial projects, Techno Paints is the only company that completes projects within the specified time. Other companies supply paints and hand over the work to third parties.
However, Techno Paints takes full responsibility until the project is completed. We have a track record of successfully completing every project on time. That’s why developers and builders prefer us first for paint applications. Initially, this was a significant challenge for us, but we have overcome it and now complete projects much more easily.
We currently provide services in six metro cities: Hyderabad, Chennai, Bengaluru, Mumbai, Pune, and one more. We have plans to expand to 10 to 12 metros within the next two years and are working towards that goal. Considering our services and experience, the Telangana government entrusted us with the Telangana schools project. The government has given us a project worth approximately Rs 858 crore, which is currently in progress.
So far, we have successfully completed over a thousand corporate orders. Working on high-rise towers with 50 floors or more requires stringent safety standards. We take all necessary precautions in this regard, which is why there has been no minor accident in our projects to date.
What precautions do you take regarding safety?
When doing external painting, we use gondolas. We have completely eliminated the use of bamboo scaffolding. Working with gondolas or swing stages provides the highest level of safety. Techno Paints is the only company that does painting work on high-rise towers with more than 50 floors. We have a highly skilled workforce. It is crucial to deliver every project with quality and on time.
Painting might seem like a small job, but it presents a significant challenge. When applying paint, coordination with other aspects such as flooring, electrical work, and plumbing is essential. Otherwise, we cannot deliver the project on time.
We take ownership of every project and ensure its completion. Other competitors do not do this. An executive might come, take the order, and hand over the work to a third party before leaving. But we do not operate that way. It is due to our unique model that we have reached this level today.
We have nearly 5,000 painters working with us every day. With around 50 business associates and supervisors, we operate as a well-organised system. I challenge any company to match the level of service that Techno Paints provides.
How did you rise to such a prominent position despite facing competition in the painting industry?
Competition exists in every industry and for every product. To face competition effectively, one must put in the right efforts. It is essential to bring the right team into the right position and develop a unique business model. I am accustomed to working at least 12 to 14 hours a day, and I expect the same dedication from my team. Additionally, we have adopted an entrepreneur model rather than a traditional employee model in our company.
Each section of the project is assigned a share, and there are no mere employees in our companies. Everyone is engaged in generating revenue daily. To ensure that each person in the competition works honestly, we have provided incentives. As a result, the employees in our company have reached a level where they can afford at least a hundred cars.
Who inspired you to establish a large organization like Techno Paints?
I have always had a passion for business since childhood. My brother had several small businesses, so when I was in fifth or sixth grade, I was involved in those activities. This naturally increased my interest in business. After completing my education, I was not one to stay in a job for more than six months.
Jobs seemed boring to me. During this time, I worked as a supervisor in a painting company. I discovered the vast variety of colours available. I didn’t stay there for more than six months either, but I learned all the details related to painting. After that, I started taking on small painting contracts.
Later, during N. Chandrababu Naidu’s tenure in united Andhra Pradesh, I worked on major projects like the Asian Games, IT Parks, Indoor Stadiums, and IMAX theatres. During that time, I managed a workforce of nearly a thousand people. My dedication to work earned a good reputation in the market.
I also started a paint shop afterward. The idea of buying paints from others led to the thought, “Why not manufacture our own?” Thus, we started the company. Even when real estate offered very good opportunities at one stage, I didn’t want to leave painting. It became a passion for me. Through this journey, Techno Paints has now become one of the top 2 or 3 companies in the sector.
Did you face any difficulties during these 23 years?
Yes, we faced some difficulties in retail around 2006 and 2007. Due to a lack of experience in that area, it had a slight impact. We rectified it afterward. For about five years, we struggled, but many employees worked hard to keep the company afloat during that time. Even when salaries were not paid for two or three years, they remained loyal. With their support, we managed to correct the issues and bring the company to its current level.
Why did you decide to choose Mahesh Babu as the brand ambassador for Techno Paints?
We have reached a position in B2B, but B2C is a much larger market in our country. To enter this market, we needed a strong brand ambassador. We decided that among the few options we considered, Mahesh Babu would be ideal. We thought his look would connect well with the audience. He also supported us well, getting involved in story ideas and making our ads effective. Our ads reached a level where they resonated with the younger audience, to the extent of having dialogues like “No BP… Only TP” become popular.
There are many companies, so what makes Techno Paints special?
All the raw materials used in paint production are imported. However, we only use them after thoroughly checking their quality, regardless of how big the brand is. In terms of product development, we focus on developing better quality than all other companies and delivering that quality. We provide better quality, better service, and timely project delivery compared to our competitors. In these three parameters, we have no competition.
If you are assigned a project, how soon can you deliver it?
For a project with a hundred flats, we can complete the painting in 90 days. However, the project needs to be finished in all aspects by that time. Painting is the last item. Once the painting is done, the customer can be given the keys. Therefore, we coordinate with every client and every vendor ourselves. Typically, if a vendor needs 50 people, they might only deploy 20. But if 50 people are needed, we mobilize that many. This approach allows us to deliver every project on time. A project that usually takes a year can be completed within that year under our system, saving almost six months. This saved time can be utilised for another project, providing an opportunity to generate additional revenue.
How wide is the range of homes you provide your services to?
We currently offer services for projects ranging from 50 villas to over 100 flats. In the future, we plan to extend our services to retail projects as well. There are some challenges in this, such as issues with manpower shifting. That’s why we haven’t ventured into it yet. Our services are available in Hyderabad, Visakhapatnam, Bengaluru, Chennai, Mumbai, and Pune.
How do you see the future of the painting industry?
In tiles, the metal component constitutes 80%, and the labour component 20%. In contrast, in paints, the metal component is 50%, and the labour component is 50%. In our country, labour is very cheap, so technology like machinery hasn’t yet made its way into painting. When labour becomes scarce, moving towards technology will become inevitable. We can expect this situation to remain for another five years.
How to contact Techno Paintings?
We visit real estate and construction companies directly. Our marketing team goes to them, provides samples, and gives quotations. Once the project is approved, the execution team handles the work. Afterward, the quality assurance (QA) team manages tasks like issuing invoices. We have developed this model for our operations.
