(20 second reading) Asian Paints launched Neo Bharat Latex Paint on April 15, venturing into a new category of paint as robust growth in the sector driven by increasing urbanization, rising disposable incomes, encouraged existing players to tap into the booming demand and lap in more market share.
The company, which is the leading player in India, touts the new segment to being affordable, offering over 1,000 shades for consumers.
The company also onboarded cricket player Virat Kohli as the brand ambassador for new launch.
Neo Bharat Latex Paint marks one of Asian Paints’ most significant launches to date.