Berger Paints experiments with designer themes

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In a bid to attract new consumers, Berger Paints has partnered with Sussanne Roshan and The Charcoal Project to innovate its offer with the launch of ‘Lewis Berger Design Stories’.  While product innovations of this nature are not new to the paint industry, this is first time when a celebrity designer has been roped in to introduce designer room themes in paints.

Abhijit Roy, Susanne Roshan & Rishma Kaur

The Lewis Berger Design Stories includes a range of room themes consisting of wall finish, tattoo, furniture, upholstery and curtains created by celebrity designer Sussanne Roshan.

Berger Paints’ insights towards launching this offer comes from research which shows that consumers are increasingly looking for expert professional interior décor advice while setting up their homes.

The limited editions themes that are being launched in the first phase include, Theme ‘Metropolis’ for the living room, Theme ‘Yin Yang’ for the dining room, Theme ‘Shutters by the Sea’ for the bed room.  Berger would create awareness around this through various promotions and has also created a digital platform via the SMS route where consumers can avail these themes.

The Lewis Berger Design Stories addresses this basic latent need in the consumer space by providing them with readymade room themes which include wall textures, furnishings and furniture.

Abhijit Roy, MD & CEO, Berger Paints India explained, “The launch of the Design Stories is a conscious effort on our part to fill in the distinct need gap in the consumer space. The discerning consumers today are looking towards adding an exclusive touch to their homes and all the elements of Design Stories (colour, wall designs, furnishing and furniture) add that exclusive touch that they are seeking. With the launch of Design Stories, we hope to reach out to such consumers and provide a one stop solution to set up their dream home.”

The furnishings for Design themes will be provided by D’Décor and the furniture will be provided by The Charcoal Project.

The Design Stories is being launched in Kolkata in Phase one and will be scaled up nationally within a short span of time. The wall textures will be available at Rs. 40 to Rs. 45 per square feet and the prices of furnishing and furniture will vary as per consumer requirement.

Sussanne Roshan remarked on the occasion, “I am very happy to be associated with a leading brand like Berger and hope to reach out to a wider audience through this alliance. The SR House of Design has a legacy in interior designing and through our world class designs we hope to appeal to consumers all across.”

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Neeta Nair

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