Colors, Culture, and Conscience: AI-Led Insights on Paints Industry in India

Asian Paints was once a stock market favourite, a staple in portfolios thanks to its stellar growth and market presence. However, recent times have seen a decline in its appeal among investors. Growing competition, evolving consumer demands, and an increasing focus on sustainability are reshaping the paint industry—and brands are facing the challenge of navigating these changes.

As the CIO of an agency deeply involved in uncovering market trends, I’ve witnessed firsthand the powerful role AI can play in understanding and anticipating shifts in discourse and trends. We have partnered with Quilt.ai to combine the very best of human expertise and artificial intelligence to deliver insights for brands to adapt to market fluctuations.

Here, I explore five key themes emerging from AI-driven research that paint companies in India need to understand to stay relevant and competitive.

1. Aesthetic Transformation: More Than Just Color : 37%        

In today’s market, color is more than a shade on the wall; it’s an expression of identity, culture, and emotion. AI-driven discourse analysis reveals that aesthetics make up a substantial 37% of discourse in the paint industry. Consumers are no longer just selecting colors; they’re choosing moods, attitudes, and values. We see this reflected in the popularity of calming neutrals, bold accent colors, and palettes that resonate culturally.

For brands, this shift is an invitation to position their products as tools for self-expression and well-being. AI insights enable us to understand these nuanced consumer desires and help paint companies refine their messaging to appeal to consumers’ deeper emotional needs, creating a more meaningful connection.

2. Eco-Conscious Innovations: Sustainability Takes Center Stage : 32%        

Sustainability is no longer optional. Our research shows that 32% of the discourse centers around eco-consciousness. Consumers in India, like those globally, are increasingly concerned about environmental impact, and they’re looking to brands to share that responsibility. Low-VOC, non-toxic, and eco-friendly formulations are now baseline expectations, not niche offerings.

AI lets us gauge sentiment around environmental issues and reveals what consumers value most. By understanding these conversations, brands can align with eco-conscious values, positioning themselves as responsible, forward-thinking players. This alignment isn’t just beneficial; it’s essential for building loyalty in today’s environmentally aware consumer base.

3. Technological Innovation: Beyond Aesthetics to Functionality: 22%        

AI analysis shows that 22% of paint industry conversations focus on technology-driven functionality. Today’s consumers are looking for more than color—they want paints with antimicrobial properties, moisture resistance, and even smart coatings that adapt to environmental changes. This demand represents a significant shift, as consumers now seek both aesthetics and performance from paint products.

Using AI to track trends in functionality provides brands with data-driven insights into these emerging consumer needs. Paint companies can leverage this information to position their products as technologically advanced solutions that meet modern expectations for practicality and innovation.

4. Interactive Engagement: Bringing Brands Closer to Consumers: 7%        

Though smaller in volume, with 7% of the discourse, the theme of interactive engagement is growing rapidly. Paint brands are increasingly recognizing the value of creating direct experiences with consumers, whether through DIY workshops, community events, or online tutorials. This trend aligns with the rise of the DIY culture, where consumers take a hands-on approach to home improvement.

AI helps brands understand what types of interactions consumers find most engaging and valuable. By capturing insights from social media, event feedback, and online forums, AI enables companies to tailor experiences that foster loyalty and turn casual customers into long-term advocates. In a crowded market, this personal connection can make all the difference.

5. Cultural Preservation and Media Evolution: Tradition Meets Modernity: 2%        

Finally, while accounting for a smaller portion (2%) of industry discourse, cultural preservation remains vital. Like Indian cinema, which balances classical artistry with modern storytelling, the paint industry is blending tradition with innovation. Consumers resonate with brands that honor cultural heritage while embracing contemporary values, and they respond positively to messaging that reflects these dual priorities.

AI’s ability to analyze cultural trends and media content allows brands to stay attuned to consumer preferences for cultural relevance. Paint companies can use these insights to create campaigns that connect deeply with India’s cultural context, celebrating tradition while showcasing modern functionality.

Innovating with Purpose in a Competitive Market

The future of India’s paint industry promises growth, fueled by a blend of aesthetic, environmental, and technological innovations. For brands like Asian Paints, Berger, and Dulux, adapting to these themes is essential to standing out in a competitive landscape. AI-driven insights give us the tools to understand and anticipate consumer preferences, enabling us to build strategies that reflect both practical needs and personal values.

As a digital transformation leader in the marketing space, I can’t stress enough the importance of harnessing AI to drive business decisions. The right insights can empower brands to navigate uncertainties with confidence, creating meaningful connections with consumers and carving a sustainable path forward.

If you’re interested in learning more about how AI can illuminate these emerging trends and guide your brand through market shifts, please reach out to me.