How India’s Most Trusted Paints Brand Is Using Technology to Drive Growth with Adobe
Q: At Adobe's Best of SUMMIT event, we discussed how 'Experience Led Growth' is foundational to the success of every business. How does digital transformation fit into your company's growth agenda? Praneeth Obilisetty: As a company, we largely have an offline presence. Anybody who has been through a painting cycle will have an experience of offline collaterals with chip cards and the whole cumbersome process that comes with getting your space repainted.
I think digital transformation and introducing digital technologies greatly simplifies the process for consumers as they embark on the journey of either getting their house painted or creating that impeccable design for themselves. It makes it hassle free, it reduces friction, and it makes the process a lot simpler than it otherwise would have been. I think that is how experience-led digital transformation in the old painting process and the whole interior design process is really easing things for the consumers.
Q: Let’s talk more about the role digital plays in accelerating your business. What are the key challenges and opportunities that digital has helped your organisation address? Praneeth Obilisetty: For us at Asian Paints, digital is a major source for acquisition of consumers. No other medium offers the kind of reach which digital has, the precision which digital has, and can create the efficiencies which digital can create.
One of the big things that digital is solving for us is getting good customer acquisition at greater efficiency and lower costs. Q: Looking ahead, what is next on your organisation's digital mission? Praneeth Obilisetty: Our consumers interact with us across different touchpoints — both online and offline. The next thing for us is elevating
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