In the competitive industrial scenario, it is essential for organisations to refine and redefine their current supply chain strategies to hold a place in the market. In this research work, the major time delays in supply chain of a paint manufacturing industry have been examined. An efficient responsive supply chain risk management model has been developed to analyse these issues by unleashing hidden potentials for loss reduction. A significant time delay has been identified and corrective measures have been recommended for implementation. The effectiveness of the performance of the system can be assessed by the loss reduction in paint manufacturing.