"The company on May 14, 2014 has entered into a binding agreement with Ess Ess Bathroom Products Pvt. Ltd and its promoters to acquire its entire front-end sales business including brands, network and sales infrastructure," Asian Paints said today in a BSE filing.
Asian Paints said the acquisition is subject to satisfaction of certain conditions precedents and applicable statutory approvals.
Ess Ess is a prominent player in the bath and wash business segment in India and has high quality products in this segment, the company said.