New Delhi: Asian Paints Ltd., India’s largest paint manufacturer, today unveiled its Northeast Book of Colours, a region-specific shade guide designed to capture the deep cultural and aesthetic traditions of the country’s eight North-Eastern states.
The launch underscores the company’s continued focus on localized consumer engagement and differentiated product inspiration in diverse regional markets.
The Book of Colours is a curated collection of over 80 colour combinations and mood boards that draw directly from the natural landscapes, traditional crafts, textiles and cultural symbols of the Northeast. From the earthy blacks of Manipur’s Longpi pottery to the iconic white-and-red motifs of Assam’s Gamosa and the vibrant reds and greens of Tripura’s Rignai weaves, each palette is rooted in local stories and visual heritage.
The guide also provides design inspirations for interior spaces, helping homeowners choose shades that resonate with both heritage and contemporary living.
Delivering on the tagline “Inspired by You, Crafted for You”, Asian Paints says the publication aims to go beyond mere colour selection tools to become a source of deeper cultural connection for consumers. According to Amit Syngle, Managing Director & CEO, Asian Paints Ltd., colour is a powerful expression of identity and belonging, and the Northeast edition is intended as a tribute to the region’s rich craft and character.
Underlining the company’s broader strategic narrative, Syngle noted that “colour can shape spaces, emotions and everyday living,” reinforcing Asian Paints’ role as both a product innovator and design authority.
The launch event, held at Radisson, Guwahati, featured a fashion show celebrating indigenous textiles and naturally inspired hues, translating regional culture into colour concepts for homes. Alongside the printed guide, Asian Paints has rolled out a short film showcasing the inspiration behind the Northeast Book of Colours, further amplifying its creative intent.
For Asian Paints, which already offers an extensive palette of over 2,200 colour shades nationally, the northeast-focused guide complements its digital tools and in-store experiences by embedding cultural context into colour choice decisions.
With India’s housing and interior design market evolving rapidly, such curated content—blending regional identity with practical design advice—could strengthen customer recall and preference, especially in markets with distinctive cultural identities like the Northeast.