The trajectory in which the market for industrial paint has grown in the past few years indicates a a shift in collective perception, as ‘painting’ is gradually understood as ‘décor’.

Companies like Asian Paints have been at the fore, not only adapting to but also anticipating some of these developments. For instance: In 2004, gauging that its urban audience would only grow more discerning with greater social exposure, the brand launched Royale Play. This range offers surface finishes in different colours, lustres and textures.

To woo the ever-cautious buyer, Colour Idea stores also started providing 200ml samples (instead of swatch cards) and computer-generated images to show what a painted room would look like.

In fact, Asian Paints has always been an early adopter of new technologies. At a time when computers were unheard of in the country, the brand embraced digitisation in the 1970s to improve their supply chain and pre-empt demand. This has allowed them to be present in the tiny towns of India that will someday grow into cities. Urban growth implies more homes – which only means more paint.