Asian Paints is India’s largest paint company. Their products are distributed through a network of dealership stores serving a client base of painters, contractors, architects and other creatives. They wanted to evolve their image from an industrial paint manufacturer to a trusted consumer brand that could be used in the home. FITCH worked to design, develop and build two new flagship experience stores in Mumbai and New Delhi and to introduce their new concept to top tier dealer stores. The shops do not sell paint; instead they create and inspire with an educational colour experience. This interactive process relaxes and inspires the customer to visualise their new Asian Paint colour scheme. As a result of FITCH’s work, Asian Paints have witnessed an increase in sales in speciality paint finishes. The past 12 months have also seen a sharp increase in demand from dealership trade partners to convert stores to the new Colourideas scheme.