Asian Paints rekindled its collaboration with one of India’s most celebrated designers, Sabyasachi, to launch a first-of-its-kind range of designer home furnishings, under the brand Nilaya.
But Asian Paints’ foray into uncharted territory goes way beyond launching a designer collection. Asian Paints has joined hands with The Pure Concept, a leading premium furnishing brand, to foster a perfect collaboration to cement their way in the home furnishing industry. To those familiar with the home furnishing industry in India, The Pure Concept is a well-known name.
Besides this, Asian Paints also launched a collection of its Ador range of fabrics, a collection of modern and contemporary products accessible to the budget-conscious consumer. With this new launch, Asian Paints endeavors to go beyond designer wallpapers, paints, kitchen, and bath players, to be an integrated Home Décor player.
Commenting on the new launch and the partnership with The Pure Concept, Amit Syngle, Managing Director & CEO of Asian Paints says, “Asian Paints has been always on the walls and has been working around so that it can now be between the walls and get into the share of space within the home. To this end, we had launched our own range of furniture, furnishings, and decorative lights six months back.
There will be an assortment of 4 furnishing brands from Asian Paints across different price segments – Sabyasachi for Nilaya, The Pure Concept for Nilaya, PURE–Royale & Ador.
The new launch by Asian Paints will be available across all 15 cities where Beautiful Home stores are present and satellite towns along with all the nine markets where Beautiful Homes Service is available. This range will soon be available at select furnishing stores in your city.
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