Asian Paints
The Colour Store Flagship

FITCH has been working with Asian Paints since 2008, helping them evolve from an industrial paint manufacturer into one of the region’s leading home decor consumer brands. We’ve rebuilt the brand from ground up to facilitate this change, developing a comprehensive visual identity that’s contemporary and flexible.  

Along the way, we’ve also delivered key complementary product, service and retail initiatives. The Colour Store concept is just one of these. With our research revealing that Indian consumers are surprisingly wary of colour when decorating their homes, the future of home décor was looking a bit... beige. We created a more colourful alternative by bringing together online platforms, mobile apps and pop-ups together with new flagship stores where customers can immerse themselves in a world of colour. 

They’ve always made great paint—but now they’re known as India’s leading colour and home decor experts.


  • 35% increase in sales
  • World Retail Awards: Finalist
  • DBA Design Effectiveness Awards: Bronze
  • Retail Week Interiors: Silver
  • RDI International Store Awards: Winner
  • ARE Design Awards: Winner

Experience by: FITCH Singapore

The expertise of LANDOR & FITCH APAC.

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