Asian Paints has rolled out an experiential retail campaign in Jammu & Kashmir with the launch of eight new stores — four ColourIdeas showrooms and four Colour Cube shop-in-shops. The initiative is positioned as a large-scale effort to reshape how homeowners and professionals in the Valley experience décor and painting solutions.
Through this campaign, Asian Paints is introducing immersive, design-led stores that go beyond traditional paint retail. The ColourIdeas showrooms act as full-fledged experience centres, while the Colour Cube formats bring compact, touch-and-feel solutions to smaller markets. Together, they provide customers with opportunities to interact directly with products, textures, wallpapers, wood finishes, and décor tools in a hands-on environment.
The brand has also localized its approach for Kashmir by integrating traditional design elements such as khatamband ceilings and launching the Aks-e-Kashmir texture and shade range. The stores further include live visualization tools, 3D shade previews, curated collections like Sabyasachi wallpapers, and specialized WoodTech zones tailored to regional preferences.
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 campaign also highlights Asian Paints’ aim to increase awareness and adoption of premium finishes, textures, and wallpapers in the Valley, a category still developing compared to metro markets. Beyond retail, the company has contributed to projects such as tunnel waterproofing, flyover protection, and institutional décor, further embedding itself in Kashmir’s built environment.
By launching these stores under its experiential retail campaign, Asian Paints reinforces its presence as the largest décor retail network in J&K, while also shaping consumer engagement with modern, design-driven home décor solutions.
Watch the video here.
