Description
In the budget paint segment, especially across South India, value had long been defined by price. Over time, rising competition, aggressive discounting, and shrinking margins turned the category into a bargain battlefield, where the lowest cost per litre dictated choice. This left little room for differentiation, with brands competing on price rather than meaning. At the same time, repainting remained a cyclical but essential behaviour, deeply tied to social and cultural moments like pride, celebration, and progress. The challenge was to navigate this highly commoditised landscape and uncover a new lens on value- one that could break free from price-led thinking and create a more sustainable, compelling reason for consumers to choose within the segment.
