How “Asian Paints” Challenges the Conventional Thinking

• Formed by four friends in 1942, has a history longer than Modern India.

• By the start of new millennium, the Indian public had changed with more money and less time.

• Customers might think little about paint but they placed a high value on the effect paint brought to their homes.

• Ads with the tagline ‘Har ghar kuch kehta hai’ signified the change.

• A new helpline was launched which brought the public closer to the brand.

• Introduction of a ‘Home Solutions’ service completed the company’s move to a premium brand.

• Buyers of Asian Paints’ premium products swap money for solutions, not just paint.

• Asian Paints raised staff salaries and is going ahead with annual increments to boost their morale amid the coronavirus pandemic.

• There has been no layoff and share prices of Asian Paints gained over 2% to ₹1,554 on May 15 after the announcement despite the poor performance of market in general.