India Berger Paints Taps Immersive Design Experiences
Across India’s fast-growing cities, interior spaces are being reimagined as tools for wellbeing rather than mere finishes, and leading paint manufacturers are beginning to reflect that shift. Berger Paints India has recently foregrounded immersive, experience-led design formats to demonstrate how colour, texture and visual depth can influence mood, productivity and everyday living—signalling a broader evolution in the country’s interior and housing ecosystem.
The move comes at a time when Indian homes and workplaces are undergoing structural change. Higher density living, hybrid work culture and smaller residential footprints have heightened attention on interior quality. Industry experts note that experiential exhibitions and design-led showcases are emerging as platforms where material manufacturers engage directly with architects, designers and homeowners, translating technical products into human-centred environments.Rather than focusing solely on product performance, such immersive formats use visual illusion, lighting and spatial storytelling to show how interiors can shape emotional response. Urban designers say this reflects a growing alignment between interior design and public health conversations, particularly in cities where stress, congestion and limited personal space are daily realities. Thoughtfully designed interiors are increasingly viewed as a micro-scale intervention for improving urban quality of life.
For India’s real estate and construction sector, the implications are commercial as well as social. Residential developers are responding to buyer demand for differentiated interiors, while commercial real estate is investing in design to attract talent and improve workplace retention. Paint and coatings companies, positioned at the intersection of aesthetics and construction, are leveraging this demand by repositioning colour as a strategic design input rather than a finishing afterthought.Market analysts observe that India’s interior décor segment is expanding faster than core housing construction, driven by renovation, premiumisation and lifestyle spending in Tier I and Tier II cities. Experience-driven design initiatives help brands stay relevant in this competitive landscape, while also educating consumers on sustainable and low-VOC solutions that align with healthier indoor environments.
There is also a policy and sustainability dimension. As India advances green building norms and energy-efficient housing, interior materials play a role in indoor air quality and occupant comfort. Design-led engagement allows manufacturers to communicate these benefits more effectively, supporting climate-responsive and people-first buildings without overt advocacy.However, accessibility remains a challenge. Urban planners point out that design innovation often concentrates in premium segments, while affordable housing continues to prioritise cost over comfort. Bridging this gap—by adapting design principles for mass housing and public buildings—will determine whether experiential interiors can contribute meaningfully to inclusive urban growth.
As Indian cities continue to densify, the conversation around the built environment is shifting inward—from skylines and infrastructure to the spaces people inhabit daily. Immersive interior design initiatives suggest that the next phase of urban development may be shaped as much by how spaces feel as by how they function.
