Asian Paints: Brand Positioning and Strategic Repositioning for Gen Z

1. Introduction
Asian Paints, founded in 1942, has grown to become India’s largest paint and décor solutions
brand, with operations in over 65 countries and a portfolio that spans decorative paints,
waterproofing, adhesives, and complete home décor solutions. It commands more than 50%
market share in the Indian decorative segment.
Its success lies not just in quality manufacturing, but in crafting a brand identity that
resonates deeply with Indian consumers through consistent marketing, innovative advertising,
strong emotional appeal, and a robust distribution network.

As Gen Z (born between 1997 and 2012) emerges as a significant consumer force, Asian
Paints must evolve its positioning to resonate with their digital-native, eco-conscious, and
experience-seeking values while preserving its heritage appeal.
2. Current Brand Positioning
Tagline: "Har Ghar Kuch Kehta Hai" (Every Home Tells a Story)
Asian Paints has positioned itself as not just a paint brand, but a transformer of living
spaces. The current brand personality combines emotion, tradition, reliability, and aspiration.
Key Positioning Dimensions
Dimension Current Strategy
Emotional Appeal Home and family as central themes (weddings, festivals, transitions)
Category
Market leader in decorative paints and waterproofing
Leadership
Trust and Quality High-performance products with certified safety and durability
Home consultation services, Color Visualizer tools, Royale Play
Innovation
luxury finishes
Media Strategy Uses celebrity endorsements (e.g., Deepika Padukone, Ranbir Kapoor)
Brand Archetype The Creator – enabling personal expression and beauty through color

3. Building Brand Equity Over Time

Asian Paints has built strong brand equity through:
a. Brand Awareness
 Consistent visibility across media for decades (e.g., Gattu mascot, iconic TV ads)
 Top-of-mind recall for wall paints and interior design solutions
b. Brand Associations
 Emotional storytelling around family and space
 Perception of high quality, variety, and reliable performance
 Engagement with India’s cultural and festive identity
c. Perceived Quality
 Premium finishes (Royale, Ultima)
 Product innovation (odourless paint, anti-bacterial features)
 Weather-proof solutions and expert services
d. Brand Loyalty
 High repurchases and recommendation rates
 Home solution services deepen consumer relationship
 Loyalty through a strong contractor/dealer ecosystem
e. Brand Assets
  Visual identity (vivid color palettes, Gattu, Royale visual cues)
 Celebrities and creatives (comedy, emotion, festivals)
4. Marketing Strategy Overview (4Ps)
P Strategy
Broad portfolio: economy to luxury paints, waterproofing, adhesives, décor,
Product
consultation
Price Tiered pricing: Royale for luxury, Tractor Emulsion for budget-conscious buyers
Place 70,000+ dealers, online platforms, exclusive showrooms, experience centers
Integrated: mass media ads, social media, influencer campaigns, and festival
Promotion
marketing
5. Gen Z: Understanding the New Consumer Segment
Demographics & Traits
 Age Group: 12–27 (as of 2024)
 Digital Natives: 8+ hours daily screen time
 Values: Authenticity, sustainability, individuality, community
 Purchasing Power: ₹4.4 lakh crore projected by 2025
Behavioral Insights
Trait Implication for Brands
Eco-conscious Prefer sustainable, cruelty-free, low-VOC products
Experience-driven Expect immersive, gamified, personalized journeys
Skeptical of Ads Trust peer reviews, influencer content, UGC
Socially Active Engage with brands that take a stand on issues
Snackable Content Reels > Ads. Humor and emotion perform best

6. Repositioning Strategy: Appealing to Gen Z

New Positioning Statement:
“Asian Paints GenNext: Color Your Story with Purpose.”
This builds on Asian Paints' legacy of storytelling and home transformation while infusing
Gen Z values: sustainability, co-creation, digital fluency, and activism.
a. Strategic Pillars of Repositioning
Pillar Strategy
Launch a Gen Z-focused line: NeoNaturals (vegan, sustainable, quick-
Product
dry, odourless). Include bold shades, graffiti kits, and mood-reactive
Innovation
paints.
QR codes on cans linking to sourcing info, carbon offset data, recycling
Sustainability instructions. Use solar-powered plants and promote eco-initiatives like
mural campaigns.
Create “Paint My Room” AR filters, Spotify color playlists, and
Digital Experience gamified apps (e.g., earn badges for color creativity or recycling old
cans).
Influencer Partner with campus creators, YouTubers, home-décor TikTokers.
Engagement Launch "Color Stories" via Insta Reels or YouTube Shorts.
Co-Creation Run “Design Your Wall” competitions or let users name new shades.
Pillar Strategy
Campaigns Host hackathons for creative decor ideas or virtual rooms.
Launch branded communities (e.g., PaintUp) for décor lovers. Use these
Community &
to promote climate pledges, house-makeovers for underprivileged, or
Activism
Gen Z causes.

7. Implementation Roadmap
Phase Timeline Key Activities
Phase Market research, influencer & content partnerships, eco-certification on
0–6 months
1 packaging
Phase 6–12
Launch Gen Z product line, AR/VR tools, “Design My Shade” contest
2 months
Phase Build closed social communities, launch pop-up experiences in colleges,
1–2 years
3 collaborate on digital décor exhibitions
Phase Content refresh, product feedback loop, expand to dorm décor, garage
Ongoing
4 and DIY segments

8. Enhancing Gen Z Appeal: Strategic Tips

Based on the integrated marketing insights:
Tip Execution
Snackable Use humor, trends, filters, and short videos on Instagram, YouTube
Content Shorts, and Snapchat
Stories of personal space transformation, nostalgia (e.g., painting with
Emotional Hooks
family), or aspirational homes
Involve users in naming colors, UGC ads, or mural projects. Add Gen Z
Co-Creation
AR filters (e.g., retro, vaporwave)
Micro- Build niche content hubs around art, interior design, DIY, and
Communities sustainability on Discord or WhatsApp
Prioritize influencer reviews, real-user testimonials, and customer story
Peer Validation
spotlights
Social Promote initiatives like climate-conscious products, mural campaigns for
Responsibility social causes, or donating paints to schools and shelters
✅ SWOT Analysis of Asian Paints
Strengths Weaknesses
- Market leader with over 50% share in - Limited global presence compared to
decorative paints in India multinational competitors
- Extensive distribution network (70,000+ - Lower market penetration in
dealers) and strong brand recall industrial/automotive paint segment
- Broad product portfolio from economy to - High dependence on decorative paints
luxury (Royale to Tractor Emulsion) segment
- Digital innovation in home services (Color - Comparatively slow innovation pace in eco-
Visualizer, Safe Painting Service) friendly packaging
Opportunities Threats
- Rising demand for sustainable and green - Rising raw material costs (crude oil-based
products from Gen Z and millennials inputs) impacting profitability
- Growth of DIY and home décor among - Intensifying competition from Berger,
urban youth Nerolac, Indigo, and Nippon
- Expansion into tier-2/3 cities and rural home - Entry of global players and low-price
improvement disruptors in niche categories
- Leveraging AR/VR and influencer - Technological disruption by startups offering
marketing for digital growth direct-to-consumer décor
Competitor Positioning Overview
Brand Positioning USP Key Appeal
Berger "Paint your Wide color palette, Creative visuals, price
Paints imagination" aesthetic appeal competitiveness
Kansai "Healthy Home Low-VOC, child-safe
Health-conscious families
Nerolac Paints" paints
Niche finishes (floor, Youth-centric innovation and
Indigo Paints "Be Surprising"
ceiling, glow-in-dark) pricing
"Paints with Odourless, air-purifying Tech-savvy, eco-conscious
Nippon Paint
Technology" paint urbanites
Shalimar Industrial and decorative Legacy appeal with project
Heritage brand
Paints paints specialization
Asian Paints remains the category leader due to its emotional storytelling, superior service
integration (Home Solutions), and strong retail + digital infrastructure. However, the brand
must adapt rapidly to Gen Z trends to retain relevance.

9. Risks and Mitigation

Risk Mitigation
Maintain legacy lines for existing customers while clearly branding
Brand Confusion
Gen Z offerings separately
Greenwashing Be transparent with supply chains and measurable sustainability
Concerns metrics
Ensure digital tools are optional, intuitive, and supported by real-
Tech Fatigue
world services
Avoid over-branding campaigns; keep influence and content efforts
Inauthenticity
organic and value-aligned
10. Conclusion
 Asian Paints has established itself as a market leader by mastering traditional
marketing, brand trust, and distribution. However, the evolving expectations of Gen Z
require a thoughtful yet bold repositioning strategy—one that emphasizes
sustainability, digital creativity, and social engagement.
 By launching a differentiated sub-brand, enhancing digital experiences, building
interactive communities, and co-creating with consumers, Asian Paints can remain
culturally relevant and competitively dominant for the next generation.
 This strategy doesn’t just future-proof the brand—it ensures that every wall painted
becomes a canvas of self-expression and purpose for Gen Z.