Adding a touch of glamour

Confused about the colours or the complementary furnishings for your dream home? Then here’s a helping hand.

Berger Paints, the country’s second largest decorative paints maker, will help fill the gap. Berger recently tied up with celebrity interior decorator Sussanne Roshan and her store, The Charcoal Project, to come up with designer room themes in paints –‘Lewis Berger Design Stories’.

The exclusive range consists of ready-made room themes that largely include wall finish and textures, tattoo, furniture, upholstery and curtains conceptualised and created by Sussanne Roshan.

So far, six unique themes have been launched, three each in Kolkata and Delhi. The themes launched in Kolkata are ‘Metropolis’ for living room, ‘Yin Yang’ for dining room and ‘Shutters by the Sea’ for the bedroom. In Delhi, three new themes ‘Bohemian Sky’, ‘Earth Luxe’ and ‘Desert Rose’, were launched recently.

“The amphibian textures in Metropolis, Crackle finish in Yin Yang and Angel tattoos in Shutters by the Sea give these themes a distinctive and stylish appeal,” says Abhijit Roy, Managing Director and CEO of Berger Paints India, adding that the company is trying to create a new market for the designer theme-based decorative paints.

“With the launch of Design Stories, we hope to reach out to such consumers and provide a one-stop solution to set up that dream home,” Roy adds. He claims the partnership will have an early-mover advantage because “there are no organised players on a national basis”.“It is a new learning as we foray into the furnishing segment,” says Roy.

Berger has tied up with D’Décor for design and supply of furnishings and the furniture is being sourced from The Charcoal Project.

“We are there as an agent only. The furnishing and furniture are not being passed off as ours,” says Roy. The company will cover about eight to nine cities this year including Chennai, Bangalore, Mumbai, Pune and Lucknow.

Berger’s designer wall textures are priced at Rs 40-45 per sq. ft. while prices of the furnishings and the furniture will depend on the consumers’ requirement. Setting up a new decent-sized living room with all components would cost Rs 4-5 lakh, Roy adds.

Berger, which earns about 90 per cent of its earnings from the repainting segment of the decorative paints business, does not expect any big revenues from this alliance initially. “But it will definitely help us create an image perception that we are an innovative company,” Roy adds.

But what prompted Berger to zero in on Sussanne Roshan?

“We were looking for a good interior designer – preferably a lady and who’s relatively known in the community and a face recognised by the people” says Roy, stating that Sussanne Roshan fit the criteria. He expects this partnership to strengthen the company’s presence in the western parts of the country.

Sussanne Roshan hopes to reach out to a wider audience through the alliance. “The SR House of Design (her company) has a legacy in interior designing and through our world-class designs, we hope to appeal to consumers all across,” she says.

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