By Sanjeev Sharma
New Delhi, Sep 28 (IANS) Asian Paints has entered the home decor category after it saw that there is no single organised home decor player capable of providing an exhaustive range of furniture, furnishings and lightings in one place.
In an interview with IANS, Amit Syngle, Managing Director and Chief Executive Officer (CEO), Asian Paints Limited, said the company endeavours to go beyond designer wallpapers, paints and kitchen and bath player, as an integrated home decor player.
On the rationale for the company to enter the category, Syngle said Asian Paints has always been about the walls and has been working around that to get into the share of space within the home.
“We saw that there is no single organised home decor player capable of providing an exhaustive range of furniture, furnishings and lightings in one place with a trustworthy and technology-led proposition,” he said.
On the target audience, he said that Asian Paints strives to have home products and services which are suited to the needs of consumers across the spectrum.
“Our offerings aim to partner with consumers who are renovating their homes as well as consumers who are looking to build their home from scratch. These new product offerings, combined with the Beautiful Homes Service across nine cities, aim to cater to consumers who are looking for products and services that help them make their personal space look more beautiful with a balanced price-product quality and likable designs. These products will be offered as a refreshing range of design and decor solutions under three brands — Nilaya, Royale and Ador,” he added.
On the manufacturing strategy, Syngle said these products are made by some of the most creative designers in India.
“We have partnered with leading players in these segments for their manufacturing. The products meet the same rigorous quality benchmarking that makes Asian Paints products reliable and trustworthy,” he added.
The company has 10 Beautiful Homes Stores which offer consumers a unique technology-led experience to help them select decor products for their dream homes with the assistance of expert designers.
“From providing quality products across multiple decor categories (paints, wall-coverings, kitchens, bath, furniture, furnishings, lighting, flooring etc.) to evaluating the site and offering 3D visualisation, these stores help consumers design their dream home. They partner with consumers to make it happen through an ecosystem of execution partners,” Syngle said.
He added that Beautiful Homes Stores are present in Delhi, Bengaluru, Cochin, Amritsar, Raipur, Nashik, Coimbatore, Tumkur, Karur and Jajpur.
“We will be soon present in Hyderabad, Rohtak, Ahmedabad and Hosur as well,” he said.
(Sanjeev Sharma can be reached at [email protected])