How does India's largest paint company solve its most pressing business issue?
To find out, Kraftshala sent its students on a mission - The Reverse Marketing Mission. The students visited Asian Paints Colour Experience Store in Connaught Place, New Delhi to gain a first hand experience of how the company has brought evolution in this space.
Here’s a little backstory to the Indian Paints Category:
Indian Consumers have never been comfortable applying paint themselves. A Do it Yourself (DIY) is considered as low status. Even the purchase of paints is done by contractors rather than the homeowners.
These stores are often dark, cluttered spaces, stocking endless tins of paint and offer a depressing consumer experience.
As a category leader, Asian Paints believed that the path to growth required evolution. Evolution from being known as a paint manufacturer to a home décor expert.