Understanding How Innovations at Asian Paints

Helps Us
Paint Our Imagination

By
Prashant Singh
Understanding How Innovations at Asian Paints Helps Us Paint Our Imagination

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 Understanding How Innovations at Asian Paints Helps Us Paint Our Imagination

Innovation in product offerings and marketing strategies

Asian Paints’ ability to innovate product offering has been well complimented by its marketing strategies
and desire to establish deeper consumer connect. Asian Paints is credited for introducing many
innovative concepts in the Indian Paints industry. Some examples are as follows:

a) Colour World (Tinting Machines)

b) Signature Stores

c) Small Packs

d) Home Solutions (painting solution service)

e) Special Effects/Textured paints

f) Colour Next (prediction of Colour Trends)

g) Colour Ideas Stores

‘Colour World’ outlets today stand at 14,600. Essentially, a Colour World outlet has a tinting machine
which costs Rs2.5 lakhs and is paid for by the distributor. It requires a dealer to stock base paint and
provides shades by mixing the base paint with various pigments. It reduces the inventory investment by
distributor as it doesn’t need to carry host of sku’s. Also, it reduces space cost incurred by the
distributor.

As for customer, it provides various shades on the screen; thus, expanding the range of offerings.
It also eases the complexity in the entire supply chain as the distributor now has to carry fewer sku’s.
Colour World and other such initiatives have helped in increasing the customer participation in the
buying process and also strengthens the customer connect of Asian Paints, while enhancing the brand
equity.

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 Understanding How Innovations at Asian Paints Helps Us Paint Our Imagination

Color Samplers

Not sure yet! Take home our trial packs!

The impact of a shade on a wall is a function of the ambience in which it is applied. Thus, the same
shade or combination of shades might appeal differently in two different rooms with differing decor.
The best way to ascertain the impact and appearance of a shade on the wall is to apply a patch of that
shade on the wall.

Asian Paints Samplers enable you to do just that!

What are 'Asian Paints Samplers'?

Asian Paints Samplers are 200 ml paint packs which can be used to sample shades on the wall. These
come in a range of shades that are available through an Asian Paints Colour World outlet. Asian Paints
offers Samplers in Royale Luxury Emulsion to sample shades on interior walls and Apex Exterior
Emulsion to sample shades on exterior walls. Thus, all you need to do is purchase these sample packs at
a nominal price from any of the select Asian Paints Colour World retail stores and experiment in one's
own house.

200 ml Asian Paints Sampler

We were observing the latest offer from Asian Paints, Samplers. They are small 200 ml paint packs which
can be bought at Asian Paints Colour World outlet, which can be used to sample how the colour would
look on the wall and then the final decision can be taken. It offers a low-risk small trial pack so that
customers are more comfortable in taking their final decision.
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 Understanding How Innovations at Asian Paints Helps Us Paint Our Imagination

This is innovation is the latest one in a series of innovations that the company has been doing for
decades now. Infact they have been leading the paint industry through their innovations.It was one of
the first company to come up with 50 ml and 100 ml paints packs for rural markets where consumers
needed very small quantities. Then they also were the first to come up with the tinting machine option ,
"Meera Walla Yellow" campaign would remind readers of the initiative. The consumers could pick and
choose a shade in at the dealer, who would mix the appropriate colours and deliver the paint. It had a
two fold impact, reduction in inventory at the dealer point, because now he could manage with the base
and few other additives, and for the consumers , he need not move from one outlet to the other in
search of shades.

Then came the Asian Paints Home Solutions, wherein a consumer could give a call on a toll-free number
and avail services of trained painters who would provide all services needed. Anyone who has gone
through the hassle of getting his house painted would realize the benefits that such a service offers for
consumers.

The success of these initiatives can be assessed by the fact that all other players in the industry have
followed Asian Paints in offering similar services to consumer.

All these initiatives have kept the consumer interest at the forefront, be it in providing samplers, or the
total bouquet of services of painting houses to the increased choice through the tinting machine option.

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 Understanding How Innovations at Asian Paints Helps Us Paint Our Imagination

Special Effect Paints

A unique special effects paint that allows users to unleash their creativity to create distinctively
individual finishes that look and feel like wallpaper, has been introduced to Sri Lanka by Asian Paints, the
company said.

Asian Paints users now can have fun with painting and enjoy a whole new experience with the launch of
‘Royale Play’ and ‘Royale Play Matallics’, a collection of innovative and ready to use special effects
finishes for interior walls by the Sri Lankan unit of the India-based multinational coatings company, it
said in a statement.

These revolutionary designer paint enable users to create many eye catching special effects that give
walls a distinctive look and feel. These include a soft and dappled effect, a vertical or horizontal brush
effect that gives the walls an artistic finish, a fabric like finish with subtle or dramatic effects, an old
fashioned look, a comb effect with vertical lines, waves, curves or horizontal stripes, a dramatic effect
which is reminiscent of rough plastered ancient walls, sandstone wall or a rough stonewall, a
colourwash effect that gives a crinkly, cross-grained finish or even a hand – painted effect.

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