Asian Paints has expanded its home décor offerings with the opening of its Beautiful Homes Studio in Surat, Gujarat. This launch marks a significant milestone for the brand as it brings a touch of luxury to the city’s vibrant and fast-evolving home décor scene. Known for its ability to transform spaces with innovative products, Asian Paints now elevates the standard of home design in Surat, providing customers with an immersive and personalised shopping experience.
With this new addition, the Beautiful Homes Studio becomes the first of its kind in Gujarat and the third in India, solidifying Asian Paints’ expansion into the western Indian market. The 13,000-square-foot studio, spread over three floors, serves as a one-stop destination for luxury home furnishings and décor. It offers a wide range of products and features designed to inspire and cater to the diverse needs of the modern homeowner.
A premier destination for luxury home décor
The studio offers over 2,700 SKUs, including high-end furniture, fabrics, rugs, wallpapers, lighting, bedding and more. The carefully curated collection caters to different design sensibilities, from contemporary to classic, with each piece selected to enhance the aesthetic appeal of any space. Whether one is looking for luxurious furniture, intricate rugs or stylish lighting solutions, the studio promises to meet the discerning tastes of Surat’s homeowners.
One of the key highlights of the studio is its exclusive furniture range. The Luxe 3 Furniture collection features bespoke pieces made from high-end materials such as marble, leather and exotic woods. The fabric collection, including the Ador range, is designed with textured patterns perfect for curtains and upholstery, while Pure Royale and The Pure Concept offer luxurious materials such as Boucle embroidery and bamboo-based textiles, adding a refined touch to any room.
Additionally, the studio introduces an exceptional selection of wallpapers, including the INK 0.1, INK 0.2 and Pierre Frey collections. These wallpapers showcase handcrafted designs from Jaipur artisans, using materials like jute, vinyl and raw silk.
A digital-first shopping experience
Asian Paints has also infused its new studio with innovative technologies, enhancing the overall customer experience. Shoppers can use digital tablets to browse additional products not on display and visualise how these items would look in their homes. Interactive QR codes on bedding packaging offer easy access to product videos, allowing customers to explore details without opening the packaging. This ensures a neat and organised shopping experience, where customers can make informed decisions without disruption.
The studio also integrates a centralised tablet system to simplify the process of selecting lighting solutions, ensuring a smooth, tech-savvy experience. Further enhancing the studio’s connection to Surat’s rich culture, the space features locally inspired artwork, creating a sense of community for shoppers.
A vision for Surat’s evolving lifestyle
Amit Syngle, Managing Director and CEO of Asian Paints, expressed his excitement about the launch: “Surat, with its vibrant entrepreneurial spirit and evolving lifestyle aspirations, emerges as a compelling choice for our first Beautiful Homes Studio in the state. This dynamic city harmoniously intersects tradition with modernity, and reflects an increasing demand for bespoke and sophisticated home décor solutions. With this launch, we aim to offer Surat’s discerning homeowners a curated selection of luxury furnishings and innovative in-store experiences. By introducing a comprehensive, one-stop destination for home décor excellence in Western India, we are not only redefining the aesthetics of living spaces but also delivering the delight of a seamless journey towards creating dream homes.”
With the opening of the Beautiful Homes Studio in Surat, Asian Paints is setting a new benchmark for luxury home décor in Western India. The studio combines exceptional product offerings with state-of-the-art technology, making it a standout destination for anyone looking to elevate their living spaces.
About Asian Paints
Founded in 1942, Asian Paints has grown to become India’s largest paint company and the second-largest in Asia, with a turnover of ₹34,489 crores (₹345 billion). The brand operates in 15 countries and has 27 manufacturing facilities worldwide. Asian Paints has continually led the industry with innovations like Colour Ideas, Beautiful Homes Painting Services, and its Beautiful Homes Stores. Beyond paints, the company offers a diverse range of home décor products, including modular kitchens, wardrobes, bath fittings, lighting solutions and more, solidifying its place as a leader in the integrated décor space in India.
