Berger Paints India Limited, the second largest paint company in India, introduced Express Painting, which provides a faster, cleaner and better painting experience, as one of its finest technologies innovated so far in the paint sector.
One commonly associates the traditional method of painting one’s home with negativities like delays, dust and other unpleasant experiences which often result in consumers postponing their painting requirement. Research shows a majority of people put off the idea of repainting their homes being troubled by the very thought of the dusty environment caused by the manual sandpapering, not to mention its impact on the health of any person with breathing difficulties residing in the same household. The conventional process of painting involves scrubbing wall surfaces manually (by hand) that coupled with the occasional spilling of paint from buckets leave the house in a dusty and dirty state. A lack of proper post-painting clean up adds salt to this wound of the consumer.
The other inhibiting factor is the time consumed in painting a house. One needs anywhere between 15 to 30 days to paint a standard 3-bedroom apartment during which the daily schedule of the family goes haywire and to top it all, they need to deal with outsiders (the painters) spending considerable amount of time in their house. More than the cost of painting, it are these hassles of painting that causes an inhibition in the minds of the consumers in India. This has resulted in India having one of the lowest per capita paint consumptions in the world, almost one-tenth that of many developed and developing economies in Europe and Asia.
Another factor that acts as an impediment is the lack of a professional, one-stop, end-to-end solution to paint one’s home. Even today, painting is largely an unorganized sector activity, with consumers having to depend on local retailers, contractors, and personal contacts to find a painter to get their house painted. Even though painting is one of the most important & interesting steps in doing up one’s house, consumers tend to shy away because of these issues that arise with traditional methods of painting.
Mr. Vinod Das, Head – Consumer Services, Berger Paints India Ltd., one of the pioneers of automation in Indian paint industry with their Express Painting service says “Indian Paint industry is at the cusp of a tectonic shift. As the disposable income of the consumer grows, and hassles of painting are negated by use of automatic tools, skilled painters and an end to end professional service which includes site visit, estimation, furniture shifting, supervision and post painting clean-up, consumers would be willing to paint their homes more frequently which will lead to a significant jump in the per capita consumption of paint in India in the next 5 years.”
This is a rare innovation that creates a win-win situation for all and every stakeholder in the value chain gains from it.
About Berger Paints:
Berger Paints India Ltd. is the 2nd largest decorative paint company in India and 6th largest in Asia. They have been identified as one of the top 7 listed companies in India in terms of 5 year CAGR of market capitalization by Forbes India magazine. The company ranks 35th among the top 50 brands in India as reported by Millward Brown in their BrandZTM Top 50 most valuable Indian brands research study.
Winner of the ‘Fastest Growing Company in the Indian Paint Industry’ by Construction World. CII has awarded Berger Paints with Green Products and Services Council Certification. They are featured among the top 25 companies report by Coatings world since 2015 – A Global ranking of the top manufacturers of Paints, Coatings, Adhesives and Sealants – 2015.
They have won 1st Prize in National Energy Conservation in paints and allied products sector by the Govt. of India. Winner of CII Green Pro Award as well as they have been awarded Gold for the best Social Media Brands 2016-2017 under Home & Living (Décor) category by Social Samosa.
Berger Paints’ aspiration to contribute to a future of rapid progress and prosperity is seen with its products innovation. Their strategy has always been to create products that will contribute positively to the Indian Scenario and ensure maximum advantage.
Berger Paints – Express Painting promises customers a unique experience of “Faster, Cleaner and Better” painting through the use of automatic painting machines. The Mechanization of the painting process ensures a better quality job in lesser time at no extra cost living up to the promise of “Faster, Cleaner and Better”. The company has set up 18 I-Train centers to train applicators on customer sensitization and to ensure that the customer painting experience is enhanced. Besides soft skills the applicators are trained on usage of tools, application of various Berger products.
The company has come a long way since its inception during the British-India period. What started as a paint manufacturing company has changed its DNA over the years to cater to latest consumer tastes and preferences. Berger Paints now considers itself to be in the business of décor and aesthetics and not merely selling cans of paint.