India's paint industry sees a resurgence in demand over the festival season: What are businesses doing differently?

As India enters its most colorful season, the air is filled with the aroma of sweets, the streets are illuminated by fairy lights, and houses start their yearly makeovers, which include new paint jobs that represent celebration, prosperity, and rebirth in addition to decorations. Painting a house in preparation for holidays like Diwali, Navratri, and Durga Puja is a deeply ingrained Indian custom that combines ritual, expression, and reinvention.However, given today's changing consumer environment, it goes beyond simply painting the walls a new color. The holiday season has turned into a high-stakes, high-opportunity time for the Indian painting business, where commercial velocity and emotional resonance collide. Paint companies now do more than just sell color; they are creating experiences, narrating tales, and appealing to the feelings of pride, happiness, and returning home that characterize this season.

The atmosphere is very upbeat this season. Industry participants anticipate a boom propelled by pent-up demand, growing consumer confidence, and a growing inclination for premiumization, even in the face of a delayed monsoon and a somewhat shortened festival calendar. Households are reinventing their environments rather than merely repainting their walls, whether they are in urban areas or rural areas.After spending the previous year building awareness and presence, brands such as Birla Opus Paints are now focusing on lifestyle-driven engagement and emotive storytelling. In the meantime, JK Cement's JKMaxX Paints is adjusting its approach to produce high-touch, customized experiences, whether through painter collaborations in rural areas or Connected TV in urban India.The stakes are high, and so is the festive canvas. This article explores the ways in which India's paint industry is using the momentum of the season, from changes in consumer behavior and the desire for high-end products to marketing innovations and dual-track urban-rural strategies. The brands that help color homes shine their brightest throughout this season.