Berger Paints India is planning the launch of a new colouring initiative. Named ‘Express Painting’, this initiative will provide services of trained painters, equipped with mechanised gadgets, to colour residential units at no extra cost, said Abhijit Roy, CEO and MD of Berger Paints.

The initiative entails training of some 10,000 painters, selection of around 3,000 dealers, and creating a new series of XP Advanced paints for application through this channel.

However, the new series of paints in every category would cost around 5 per cent more, the Berger official said.

Roy said a countrywide campaign involving TV, print and digital media will be launched for the new initiative in October.

The company will equip trained painters with credentials and mechanised tools, such as sand dusters fitted with vacuum cleaners, automated roller painters, sprayers and water jet cleaners.

Individual customers can get their property painted. The company will prompt the nearest dealer to help the customer select a painter out of the Berger-approved list.

“Initially we will launch the programme based on an interactive platform on our website. The request for services could be available by phoning up or messaging a dedicated number. In November, we will make an app available”, Roy said.

“Painting service will be hassle-free in terms of cleanliness, faster in terms of time and better quality of work at no additional cost,” he explained.

Berger, which has been growing 18 per cent CAGR in revenue for five consecutive years till 2014-15, might see a significant drop this fiscal.

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