Asian Paints strengthens foothold in Kashmir with eight new experiential décor stores
Asian Paints, India’s leading paint and décor brand, is set to transform the way consumers in Kashmir approach home improvement. The brand has launched eight new experiential stores across the region — four ColourIdeas showrooms and four Colour Cube shop-in-shops — designed as one-stop destinations for all décor and painting needs. This marks the largest retail footprint by any paint and décor brand in Jammu & Kashmir, reinforcing Asian Paints’ leadership and commitment to bringing world-class décor experiences closer to customers. These immersive spaces cater to both homeowners and professionals, allowing customers to see and feel products and finishes firsthand, making it easier to choose what truly suits their home.
With this expansion, Asian Paints becomes the first brand to introduce organized, design-led décor stores in the Kashmir Valley, giving consumers a direct touchpoint to explore colour, texture, wallpaper, and wood finishes. The move marks a significant shift from the traditional paint shop to a comprehensive décor solutions destination, showcasing premium and luxury paint finishes, designer wallpapers, textured walls, and high-demand wood finishes – all presented in an engaging, touch-and-feel format. With five stores in Srinagar alone, the new stores also span Baramulla, Sopore, Ganderbal, Budgam, Pulwama, Shopian, Kulgam, and Anantnag, ensuring that homeowners and businesses no longer need to travel to other districts for premium décor solutions.
Kashmir’s home décor preferences are deeply rooted in craftsmanship and warmth, with wood playing a central role in interiors. While paint remains a staple, textures and wallpapers are still an underexplored segment compared to other parts of India. Asian Paints’ new stores change this by offering large-format displays, touch-and-feel panels, and technology-driven visualization tools – allowing homeowners to experience colours and finishes in a life-like setting before making their choice.
ColourIdeas showrooms are full-fledged décor experience centres, featuring a WoodTech zone specially tailored for Kashmir with longer display panels, an expanded finish range, and the traditional Khatamband ceiling crafted using Asian Paints wood finishes. For Kashmir’s unique aesthetic, Asian Paints has also introduced its Aks-e-Kashmir range of textures and shades, including the Apex Ultima Aks-e-Kashmir Exterior Emulsion and tailored Italian wood finishes for khatamband and traditional woodwork.This blend of heritage and innovation offers designs rooted in local culture, elevated with modern finishes. Consultation Lounges with trained colour experts help customers visualise their spaces in 3D, live shade previews to choose from over 3,000 paint shades, and explore designer textures and wallpapers, including Sabyasachi’s exclusive collection. The stores will showcase Good Earth wallpapers and designer textures curated in collaboration with leading architects and interior designers, further elevating the design choices available to customers. In addition to that, the ColourIdeas stores also showcase premium wood finishes, imported Italian options, and waterproofing solutions, making them complete décor destinations.
Colour Cube stores bring a compact yet impactful version of the ColourIdeas experience to smaller retail spaces, making Asian Paints’ offerings accessible in diverse markets. Typically spanning 100–150 sq. ft. within an existing dealer store, they are often designed in an L-shape or as a single-wall display. The store offers a curated range of paint finishes and textures, as well as wallpapers with budget-friendly options too. While Colour Cube does not offer full décor consultation or a 3D visualizer, it delivers a compact touch-and-feel experience tailored for painting service customers. The stores also highlight Asian Paints’ flagship Beautiful Homes Painting Services (BHPS), ensuring professional execution by trained painters with guaranteed timelines. This makes premium Asian Paints products accessible even in smaller retail spaces while supporting informed choices for painting projects.
Beyond homes, Asian Paints has also contributed to landmark projects in Kashmir, including tunnel waterproofing, anti-carbonization of flyovers, luxury hotels, and prestigious institutions such as AIIMS Kashmir. Through these experience centers, Asian Paints is also empowering local dealers, contractors, and craftsmen by providing advanced equipment, raising the overall quality of workmanship in the Valley. Asian Paints pioneered the experiential retail concept in Kashmir over a decade ago. With this new wave of expansion, the brand now holds the largest and strongest presence in J&K, setting a benchmark in the region and reinforcing its position as a market leader.
Amit Syngle, MD & CEO, Asian Paints, said: “Kashmir has a unique design language, one that is rich in woodcraft, texture and warmth. We are proud to be the first to introduce dedicated physical experience stores in Kashmir, bringing our premium offerings and expert services closer to customers in the region. With the ColourIdeas and Colour Cube formats from Asian Paints, we are playing a larger role in the home décor journey of consumers by bringing to them a complete gamut of products & décor solutions. These stores offer a full spectrum of Asian Paints’ expertise — from our authentic shade palettes and premium textures to our long-lasting wood finishes. We want to empower Kashmir’s homeowners to see, touch, and visualize the transformation of their spaces before making a choice bringing together the best of design, technology, and personalized consultation.”
The eight new stores strengthen Asian Paints’ presence across Jammu & Kashmir, ensuring consumers in key markets have direct access to its décor solutions. These store formats are set to spark greater interest in premium finishes, with textures and wallpapers seeing the same level of adoption as in India’s metro markets. Together, ColourIdeas and Colour Cube stores aim to increase awareness and adoption of premium finishes, textures, and wallpapers in Kashmir, creating multiple touchpoints for consumers to engage with Asian Paints’ expert solutions and transforming their homes in the region are designed and beautified. This expansion represents not just accessibility, but also Asian Paints’ trusted leadership in the paint industry and its role in driving a lifestyle transformation in Kashmir.
