In a well-planned move, it is currently setting its distribution network in place, targeting 15 distributors and 300 dealers in the north by May-end. This will be followed by promotional activity-like painters' meets-to monitor feedback in June, when the products will be on the shelves and a huge media splurge by end-August, which is the peak selling period for paints, to educate and inform the household segment.

The size of the paint brush market in India is Rs 25-30 crore, or 10 million units per annum, of which Brushman claims over 1 million units or 10-12 per cent all-India market share and around 25 per cent in the southern markets. It has a strong presence in Kerala, Karnataka and Tamil Nadu, with 3,000 dealers and 1,200 distributors. This year it is targeting a 25 per cent all-India market share and a 30-40 per cent growth from its existing markets and at least Rs 2-3 crore from its northern foray.

In a largely unorganised market - brushes are classified as a cottage industry in India - Brushman is the only listed paint brush company with branded product and faces staggered competition from local brands.Says Kapil Kumar, managing director, Brushman India Ltd,``We are in a separate product category altogether. Priced 10-20 per cent higher than unbranded brushes, our strong points are the range we offer (108 designs) specially designed for different uses, quality (each brush undergoes 28 quality checks), a finger on the market pulse (we work in close tandem with paint companies and painters to anticipate needs.)''

Another factor Brushman will have to combat in the north is the painters' mindset. Says Kumar,``In the southern market, there is a strong brand loyalty as the majority of painters are professionals, whereas in thenorth, 90 per cent of painters are not professionals, so the approach is more cost-oriented.

This will need a special thrust on educating both painters and households on the need to use good quality brushes, which could bring down the paint consumption by 20-25 per cent.''

Promotional activities for dealers/distributors will include special incentive schemes and gifts, frequent painters' meets (to getprofessional opinions and keep them updated on products packaging etc to forestall fakes), participation in fairs/exhibitions on building products, special awards like Best Painter Award and electronic and print media advertising targeted at the household segment to increase brand recall. A budget of Rs 1 crore has been set aside to cover this promotional activity.Brushman is also toying with the idea of entering the export market. It is in talks with Wal-Mart Stores of the US and a UK trading house for a large export order. It is also constructing its Website which will contain 200-250 pages, which will initially only catalogue products and educate and at a later date also get into e-commerce.

Brushman India Ltd manufactures the largest range of paint brushes in India, which include paint brushes, artist brushes, paint rollers, wire brushes and specialised industrial brushes.

With its expansion plans in place, Brushman hopes to double its turnover this fiscal from last year's Rs 4.15 crore.