Berger Paints Scales Store Rollout With Insight-Led Design
In a strategic pivot aimed at deepening engagement with consumers and trade partners, Berger Paints India has substantially upgraded and expanded its physical retail footprint across multiple states. The initiative, executed in collaboration with retail design and execution specialist D’Art Private Limited, encompasses the rollout or refresh of around 1,800 stores under a unified, experience-centric retail format, as part of a broader transformation touching more than 4,000 paint retail touchpoints nationwide.
The move reflects a growing recognition among materials companies that brick-and-mortar channels must do more than just stock products — they need to act as interactive spaces for inspiration, decision-making and brand discovery. Urban planners and retail strategists suggest this evolution aligns with India’s broader shift toward experiential retail, where physical outlets complement digital channels and help bridge urban-rural market gaps.For India’s second-largest paint maker, which holds close to a fifth of the organised decorative segment, the challenge is less about sheer growth and more about strategic relevance in undeveloped markets. Despite a rising middle class and intensifying housing and infrastructure demand, large swathes of the country remain under-penetrated by premium paint brands. The updated stores are designed to address this by enhancing visibility in dense urban locations and enabling deeper reach into emerging and peri-urban corridors forecast to urbanise over the next decade.
Unlike conventional outlets focused solely on transactions, the redesigned spaces prioritise interactive experience zones, where homeowners and contractors can engage directly with colour samples, textures and finishes. These zones serve dual purposes: helping first-time buyers visualise outcomes and assisting professionals in making informed specification choices. Streamlined storefront identity and improved signage have also boosted brand recall in crowded retail landscapes — a critical factor for materials that depend on visual appeal and trust.Industry analysts say that expanding physical networks remains essential even as digital commerce grows. India’s paint industry continues to report robust demand driven by housing renovation, infrastructure projects and rising disposable incomes. However, the nature of these purchases — often high-involvement decisions for homeowners and builders alike — means on-ground retail experiences still play a decisive role in converting interest into sales.
From an urban development perspective, this approach also supports more inclusive market access. Smaller cities and towns, where digital adoption is uneven and brand visibility limited, can now access curated design support and product information without long travel to metro showrooms. That aligns with sustainable urban growth imperatives by linking peripheral regions to modern retail ecosystems while retaining local economic participation.Still, the expansion raises questions about capital intensity and long-term operational sustainability, particularly in lower-density markets. Retail observers point out that success will hinge on balancing store productivity with experiential value while integrating digital tools that enrich, rather than replace, physical touch points.
As the network matures, this blended retail strategy could become a model for other building materials sectors — from tiles to fixtures — seeking to leverage physical presence for deeper market penetration and customer insight.
