Consumers increasingly seek detailed information at the product level in the decorative paint market, the most lucrative segment for major consumer paint brands. While it’s understood that low-priced paints may not offer the best quality, the real challenge arises when selecting interior wall paints within the mid-range category, typically priced at ₹500 and more per liter.

At this price point, consumers are no longer just interested in brand reputation—they are keen on understanding the performance of specific products within the brand’s portfolio.

Every major brand, such as Asian Paints, Berger, Nerolac, and Dulux, offers multiple products for the same job at different price points. Consumers want to compare one product of a brand with a similar-sounding product from another. The focus is not just on the brand’s image or size but on how a particular product stacks up against its competition in terms of performance.

Consumers Want Product-Level Information, Not Just Brand Promises

Today’s consumers appreciate the emotional appeal that advertising and brand ambassadors bring. However, when making a final purchasing decision, they want to understand the specific product they are choosing. For example, Asian Paints has several options for interior walls, including Royale Luxury Emulsion, Royale Shyne, and Tractor Emulsion—all targeting different needs. Similarly, Berger, Nerolac, and Dulux offer their own range of products within this category.

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Consumers are comparing these specific products across brands, not just the companies themselves. They are asking questions like: “How does Royale Shyne compare to Nerolac Impressions or Dulux Velvet Touch?” It’s not just about celebrity endorsements or the overall brand image anymore—it’s about the product’s scrub resistance, stain resistance, and durability in real-world conditions.

Key Consumer Concerns When Comparing Paint Products

The OTF-Team has observed that when consumers are shopping for products in the ₹450–₹550 price range, they want to compare similar products from different brands based on performance. The following criteria are what matters most to them:

1. Scrub Resistance: Can the paint withstand multiple cleaning cycles without wearing off?
2. Fading: Will the color stay vibrant over time, especially in rooms with high sunlight exposure?
3. Stain Resistance: How easy is it to remove common household stains without damaging the paint?
4. Moisture Resistance: Is the paint durable enough to resist moisture in humid environments like bathrooms and kitchens?
5. Peeling Possibility: Will the paint peel or crack after a few years, especially if the wall surface isn’t perfectly smooth?
6. Eco-Friendliness: Increasingly, consumers are concerned about indoor air quality and whether the paint is free from harmful chemicals.

These are the factors that consumers weigh when choosing between products like Royale Luxury Emulsion and Dulux Velvet Touch, or Berger Easy Clean versus Nerolac Impressions. They want to know more than just the brand’s overall reputation—they want to understand how each product will perform on their walls.

The Decorative Paint Dilemma: Insights from OTF

“Consumers shopping for paints in the ₹450–₹550 range aren’t just looking for flashy ads. They know the value of a good brand, but what they’re really interested in is comparing one product to another across brands. They need performance data specific to each product,” says Dinesh Vyas, co-founder of OTF, when the OTF-Team approached him for his comments.

Paint brands, particularly in the decorative segment, often rely on their overall image or warranties, but consumers are now asking for verifiable product-level data. When comparing multiple options, they don’t want to be swayed by broad claims—they need specifics.

Learning from the Ceramic Tile Industry

The ceramic tile industry is a perfect example of how transparency can work at the product level. Even smaller manufacturers provide technical data for each product, such as slip resistance, water absorption, and durability. Consumers or contractors can easily access these test results and compare products across brands, which makes it easier to choose based on specific performance factors rather than just price or brand name.

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The same could be done in the decorative paint market. Just as consumers compare different tiles from the same brand or across brands, they should be able to do the same with paints. By offering transparent, product-level performance data, paint companies can build trust and help consumers make more informed choices.

As Dinesh Vyas explains:

“While it is true that paint brands promise superior performance in all these criteria and even use ‘Guarantees’ in terms of years, it lacks verifiability because no one mentions any standards that they follow or how they perform. Take the ceramic tile industry—leading manufacturers religiously provide test reports. Even though their results look almost the same, it doesn’t mean they all sell at the same price. Paint brands need not fear losing premiums if they become transparent too, but yes, they need to move beyond celebrity endorsements as their core marketing tool.”

Why Paint Brands Need to Offer Product-Level Transparency

In the decorative segment, it’s clear that consumers are not just looking for a brand they trust—they want to know how a particular product within that brand compares to other options. By providing product-level test data on factors like scrub resistance, stain resistance, and fading, paint companies can create an environment where consumers feel more confident in their purchases.

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Transparency won’t hurt the premium status of these brands. In fact, it will only enhance their value, as consumers will be more willing to pay a premium if they have data that backs up the product’s performance.

Conclusion: Product-Level Transparency is Key for the Decorative Paint Market

As the OTF-Team has observed, consumers in the decorative paint market are making smarter choices. They are no longer satisfied with just a brand’s reputation or a celebrity endorsement—they want verifiable product-level performance data. By offering this transparency, paint brands can foster a more competitive, performance-driven market.

“This situation cannot continue indefinitely. Soon, there will be some disruption. It’s better that companies make conscious efforts now and develop marketing strategies that bring transparency, especially for the slowly educating consumers,” concludes Dinesh Vyas.

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Written by OTF-Team