Primary Research

Response from Home Owners (45 Respondents)

Favorable Options Pain Points Awareness

Apps 7% Actual look & feel 84% 16%
Painter/Architect
Unaware
20% Durability 60%
Peers 47% 84% Aware
Pricing 40%
Shade Card 27%
Lack of options 27%
• Typically, home owners rely on peers’ • 84% of the respondents were not aware about any
opinion while deciding the paint options for • 84% respondents feel that actual look and feel of app-based wall painting simulation tool to ascertain
their home (47%) the wall paint is a pain point in the overall experience the look and feel of various options
• App-based options are typically not a • Propagation of “Colour with Asian Paints” is the way • There exist a need to spread awareness about the
driver for home owners’ decision making forward to address this pain point app through various touch-points

Interview with shop owners Interview with Freelance Painters

• Conducted face-to-face interviews (4) with • Interviewed 5 freelance painters in the

shop owners in Calicut and Koduvally and
telephonic interviews (7) with shop owners
in Delhi-NCR in order to gauge customer
preferences and identify gaps
• Captured the key challenges that retailers
as well as customers face in decision making
and adoption & usage of app
Calicut region
• Understood the relationship with the retailers
as well as customers’ preferences
• Deciphered the influence of freelance
painters over the customers’ decision making
as well as the complexities in the overall
experience of home painting

 Lack of awareness about apps meant for home painting solutions  Customers prefer bold and unique colors when they refer to shade cards
Key Insights  Customers face complexities in decision making from shade cards and brochures, but are concerned about its actual look
 Brochure vs real outcome differences result in dissatisfaction with painters  Risk-averse nature of consumers result in selection of traditional colors
 Secondary Research
Market Insights Product Audit

Internet Adoption
Potential Differentiators Consumer Wants
• Internet users in India to reach 627 millions
01 in 2019 • Relatively bug-free Product Strengths • Personalized consultancy
• Plenty of room to grow with merely 40% • More personalized • Mix and match décor
people having internet subscription • Bigger community Potential
• 360-degree view of room
Differentiators

Data Consumption (last 4 years) Tablestakers

• 100x increase in monthly data consumption Consumer
02 per unique connection
Competitor
Strengths Our Needs & Wants
• 98% reduction in monthly data price (per Vulnerabilities Consumer Needs
Our Vulnerabilities
1gb as % of monthly income) • Actual painting experience
Consumption Price
• Higher bounce rate • Compatibility across
• Lower retention platforms
Smartphone Penetration
Tablestakers
• Number of smartphones per 100 people
03 increased from 5.4 to 26.2 in last 5 years
12.3 bn
apps • Efficacy of color simulation
• 12.3 bn app downloads in 2018 • Smooth selection of walls

Key Insights Key Metrics of Apps

Industry Dynamics
• “Colour with Asian Paints” is the leader • Berger Paints – 50,000+ downloads (3.5 )
• Home improvement products to reach INR with respect to number of downloads • Nerolac – 50,000+ downloads(4 )
04 662 bn by 2022 with a CAGR of 3% • There exist a need to improve retention • Asian Paints – 1mn+ downloads(3.9 )
• 294 mn engaged in Social Media of users to prolong relationship
• ~3hours a day spent on smartphone apps • Personalized approach is the way forward
to gain competitive advantage