Asian Paints expects strong festive recovery led by new launches and innovations, says CEO Amit Syngle

Asian Paints is betting on fresh launches, premium finishes and strong communication to drive demand this festive season.

The company’s Managing Director and CEO, Amit Syngle, told CNBC-TV18 that while demand has been subdued in recent months, early signs of recovery are visible.

“In Q1, we saw early signs of recovery in urban centres, while the rural economy has been doing much better. We’ve had a good monsoon overall. Though the festive season is shorter this year, we’re excited because of our new finishes, launches, and communication. We believe this will lead to a concentrated but strong recovery,” he said.

Asian Paints recently unveiled a new campaign for Royale Glitz, its luxury interior finish, with Deepika Padukone returning as brand ambassador. Syngle said her association adds both freshness and nostalgia to the brand.

“She brings a strong blend of global luxury, grace, and sophistication. It is her self-expression that we have highlighted—how she decorates and how she is inspired by the finish,” he added.

The company is positioning Royale Glitz not just as a paint but as a starting point for reimagining home décor.

According to Syngle, “Every home today has a story to tell, and Asian Paints, being a décor expert and authority, gives a strong voice to it.”

To make premium finishes more accessible, the company has also introduced the Glitz Decor Guide, which helps consumers visualise how different finishes, textures and wallpapers can transform their homes.

For the festive season, Asian Paints is placing its big bets on reviving urban demand, particularly in premium and luxury categories.

Alongside Royale Glitz, it has launched All Protek in the premium segment and Nilaya Arc in the super-luxury space.

“Innovation is still the backbone of our strategy, supported by strong marketing and communication to excite customers and maximise impact in this shorter festive period,” Syngle said.

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