Asian Paints Masterstrokes Loyalty Program

Loyalty programs have usually been heard of associated with Airlines, Retail Chains or Banks/ Card Companies. Paints and decorative industry in India is highly organized with a very few brands leading the show and Asian Paints (one of the top 10 decorative coatings company in the world and is India’s largest Paint Company) is definitely a market leader, but this hasn’t stopped Asian Paints from launching a unique and innovative channel loyalty program for its paint dealers and contractors/ paint applicators.

Innovation has enabled more flexibility in color options and customizations for end consumers. As a result, meeting contractors/paint applicators s demands while remaining competitive in the marketplace is the key to long-term survival.

Asian Paints dealers are multi brand outlets and sell decorative & paints of other brands apart from Asian Paints. Dealers and paint applicators are very important touch points in Asian Paints CRM landscape. Asian Paints vision was to emerge as a truly “Customer Centric” organization wherein they understand and manage the ever changing expectation of their existing and prospective dealers & contractors/ painters in a profitable & efficient way.

To address these business challenges Asian Paints decided to launch “Masterstrokes” a loyalty program focused on dealers & paint applicators that will

• Allow Asian Paints to build a base for a longer term / continuous relationship with dealers & contractors/ painters by at rewarding loyal dealers/ contractors/ painters with various benefits
• Establish a strong brand identity with a USP
• Use technology to enable practices which would enhance customer (dealers & contractors/ painters) centricity

Masterstrokes offers more benefits, upgrades, enhanced rewards and easier redemptions, across different membership tiers. Masterstokes has become a benchmark channel loyalty program in paints and decorative industry.

Madhur Mittal

Sr. Product Manager