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Bangalore , Aug. 14

IF walls can reflect arts, then homes must become a canvass for creativity! Indeed, a leading paints company has taken the cue from this possibility to position its product to test the potential of this concept, so popular abroad.

Through its new sub-brand "Illusions", Berger Paints India Ltd hopes to provide a product that is expected to bring one third its sales turnover from its popular Home Decor, a service-oriented vehicle that provides end-to-end solution to the customers in selecting and obtaining the painting work at their homes.

"Illusion is a series of designer finishes that lends an illusion to the texture to a wall, elevating to a work of art. This unique effect is created with special tools and the talent of specially trained painters," said Mr P.K. Sengupta, Senior Vice-President (Retail Sales and Marketing).

Addressing a press conference to announce the launch of the product here, Mr Sengupta Abhijit Roy, General Manager (Marketing) said ``Illusions is expected to notch up a turnover of Rs 5 crore out of the total of Rs 15 crore, which comes from the `Home Décor' vehicle.''

It has a potential consumer interest with the product adding fuel to consumers with an imaginative bent of mind to enhance the value of the décor. `Illusions', which is offered from a 20 unique designs, will give the users flexible options to provide one portion of a room's walls with a designer look and break the monochromatic effect.

Said Mr Sengupta, a company with a predominant share of its product portfolio in the architectural paint segment, its constant innovation has helped it achieve a steady growth, which this year is expected jump by three per cent over last year's 12 per cent in both in value and turnover.

Berger Paints had a turnover of Rs 638 crore last year, of which architectural paints constituted Rs 536 crore, the remaining coming from the industrial paints sales. Of its markets, the company is strong in northern India while it has begun to consolidate its position in the South where it has a sales turn over of Rs 130 crore. Its seventh plant with a capacity of 17,000 tonnes per annum is expected to go on stream by August next. This will be its third manufacturing facility in North, apart from the one in Okhla in Delhi and Sikandrabad near Delhi.

Bangalore is a receptive and fast growing market with Berger Paints notching business worth Rs 20 crore of the total Rs 30 crore sales in the entire Karnataka State.

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