The new range promises superior quality, ready-made as well as customized design options at the right price. These products will be offered as a refreshing range of design and décor solutions under three brands – Nilaya, Royale and Ador.
An increasing number of customers today aspire to build their dream homes that are a reflection of who they are. But it is quite a chore scouting for home decorative items at best prices and also find something refreshing amidst the off-the-shelf offerings. Understanding this need, Asian Paints launches their own range of furniture, furnishing and decorative lighting, that brings a range of aesthetic home décor solutions to a variety of consumers. The new range promises superior quality, ready-made as well as customized design options at the right price. These products will be offered as a refreshing range of design and décor solutions under three brands – Nilaya, Royale and Ador.
Asian Paints also announced – ‘Beautiful Homes’ as the omnichannel identity for their décor stores, services and website. Through these offerings, backed by years of insights into décor trends and consumer research, Asian Paints becomes a pioneer one-stop-source for everything related to home décor.
Asian Paints endeavours to go beyond being designer wallpapers, paints, and kitchen and baths player, to an integrated Home Décor player. Hence, with this new launch, Asian Paints will provide an aspirational upgrade for every consumer at a competitive price range. Under the three product ranges, Ador is a collection of modern and contemporary products accessible to the budget-conscious consumer.
Royale celebrates its long legacy as a sophisticated luxurious category of paint products with a similar range of exquisite solid wood furniture, customized upholstered sofas and decorative lights. Nilaya is the ultimate exclusive offering with a collection of timeless designs which boasts of elegance and artistic magnificence. Eventually, each of the three brands will have their own line of exclusive furniture, furnishings & lighting range.
Commenting on the new launch, Amit Syngle, Managing Director & CEO, Asian Paints Limited says, “Homes are a big area of emotional connect for people and Asian Paints has been always part of this high voltage homemaking emotion. Asian Paints has always been about the walls and has been working around that, to get into the share of space within the home. We saw that there is no single organized Home Décor player capable of providing an exhaustive spectrum of furniture, furnishings and lightings in one place with a trustworthy and technology-led proposition. Secondly, many consumers are also looking for brands that could help them spruce up their décor by offering elegant, economical, and practical décor led products. Asian Paints is looking to pioneer this area by launching various solutions, offering stellar handpicked products made by some of the most creative designers in India, to curating customized elements and ensembles. Asian Paints’ own labels in furniture, furnishings and lighting will help consumers make their personal space look more beautiful with a balanced price-product quality and likeable designs. With this, we now have a complete range of offerings and services for partnering with consumers to create their dream homes.”
The new launch by Asian Paints will be available across all the 10 cities where AP Home stores are present and satellite towns along with all the nine markets where Beautiful Homes Service is available.