BackHow India’s Most Trusted Paints Brand Is Using Technology to Drive Growth with Adobe
Asian Paints, India's leading paint brand, has achieved rapid growth by leveraging digital technologies to simplify and enhance the customer experience.
PremiumIndia’s most trusted paints brand, Asian Paints, was set up by four friends out of a garage in Mumbai more than 80 years ago. It was started with an aim to disrupt the famous paints companies operating in the country. Over the years, Asian Paints has become a household name and is ranked among the top ten decorative companies in the world, with a consolidated turnover of over Rs. 345 billion. Along this journey, the brand has been one of the fore-runners of leveraging technology to power business growth in an industry that is traditionally offline due to the sheer nature of the job. In a special interaction, Praneeth Obilisetty, Associate General Manager, Digital, Asian Paints, speaks about how going digital has helped Asian Paints scale up their business, acquire new customers, and become one of the fastest growing paint companies in the country. Some edited excerpts:
Q: At Adobe's Best of SUMMIT event, we discussed how 'Experience Led Growth' is foundational to the success of every business. How does digital transformation fit into your company's growth agenda?
Praneeth Obilisetty: As a company, we largely have an offline presence. Anybody who has been through a painting cycle will have an experience of offline collaterals with chip cards and the whole cumbersome process that comes with getting your space repainted. I think digital transformation and introducing digital technologies greatly simplifies the process for consumers as they embark on the journey of either getting their house painted or creating that impeccable design for themselves. It makes it hassle free, it reduces friction, and it makes the process a lot simpler than it otherwise would have been. I think that is how experience-led digital transformation in the old painting process and the whole interior design process is really easing things for the consumers.
Q: Let’s talk more about the role digital plays in accelerating your business. What are the key challenges and opportunities that digital has helped your organisation address?
Praneeth Obilisetty: For us at Asian Paints, digital is a major source for acquisition of consumers. No other medium offers the kind of reach which digital has, the precision which digital has, and can create the efficiencies which digital can create. One of the big things that digital is solving for us is getting good customer acquisition at greater efficiency and lower costs.
Q: Looking ahead, what is next on your organisation's digital mission?
Praneeth Obilisetty: Our consumers interact with us across different touchpoints — both online and offline. The next thing for us is elevating the experience across all of these touchpoints by using some of the new emerging technologies, especially a lot of tools which artificial intelligence helps in creating, removing a lot of the manual effort in creating these experiences. The aim is to be faster, more agile in optimising our experiences, creating really good monitoring, and fostering responses to consumers. That is what we are looking at achieving across all our customer touchpoints.
Q: Tell us about your company’s strategic partnership with Adobe and impact of Adobe Experience Cloud solutions on your business.
Praneeth Obilisetty: When you are creating your dream home, it is important to be able to envision the possibilities of what you can do with your spaces. So, one of the important things for us is to create those experiences for consumers which really inspire them and show them the possibilities that they can have in their journey of creating their dream homes. This is where tools from Adobe have really helped us as they help us visualise those experiences.
We have created a number of tools, number of catalogues on our websites which are accessed by lakhs of consumers every year. And, this has been made possible only through the tools which Adobe provides to us, through which we are able to deliver those experiences.
Disclaimer: This article has been produced on behalf of the brand by HT Brand Studio.
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