Asian Paints to buy Ess Ess Bathroom’s front-end sales business

New Delhi: Asian Paints Ltd will acquire Ess Ess Bathroom Products Pvt. Ltd’s entire front-end sales business for an undisclosed sum.

“The company on 14 May 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 on Wednesday in a BSE filing. Asian Paints said the acquisition is subject to satisfaction of certain conditions 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. Shares of Asian Paints closed 3.3% higher at 556.95 apiece on BSE.