A growing appetite for color: as the Indian economy has grown, consumers are opting for bolder colors. Paint companies need to fuel their desire with expanded palettes.

Is the mood of a nation reflected in its choice of colors? Leading architects and design consultants seem to think so. As the future of the Indian economy glows brighter, we see bolder choice of colors by consumers said designers and consultants at the biennial Indian Paint Conference held in the city of Mumbai earlier this year.

Coatings World recently spoke with acclaimed architect Shimul Javeri Kadri of SJK Architects in Mumbai, about her view of color in India. "As a professional, I enjoy color. As an Indian, I think there's a plethora of gorgeous Indian colors and textures in our traditions that we are only beginning to see in pockets of urban India."

As an example, Kadri used the typically flamboyant North Indian wedding, which always has a predominance of pink, aubergine, purple and orange. She also ruefully mentioned that as society advances, grays and lighter shades dominate, with Indian interior design in upper class homes usually "shying away from bright colors."

As a designer, she also feels strongly about the so-called wide range of colors provided by Indian paint majors that she firmly believed left the colors sought by experts, out of its repertoire. "We are unfortunately, too influenced by the West," she said.

Kadri added, "Today, we have to bring the original item to the site and mix-and-match our palette to it. Last time I got some silk fabrics to obtain the right color, and showed it to Pidilite Industries. They gave us a beautiful finish. It was three times more expensive than getting it done through a painter but it took one-third the time. The paint companies are great for technical support, but they definitely do not have the colors I often seek in spite of having over a thousand shades in their color-cards," she said.

White is a color that Indians are traditionally wary of. In tropical weather, it is seen as impractical--not to mention, it's the color of widow's weeds and mourning.

Nitin Killawala, another leading architect, has been urging his clientele to use more of the color--often to set off the usage of other colors. "White is like the space between the fingers. It is necessary to show the shape of the hand. "It need not be sterile. It can also be vibrant and interesting."

With the rapid rate of change in the Indian marketplace, it is innovation that will play the key role in the next 15-20 years.

Pradyumna Vyas, principal designer at the prestigious National Institute of Design in India, feels that Indian companies are not yet used to a "customer is king" philosophy. "We need to look at usual things with an unusual eye," he said. "With software available nowadays that show a customer how the home will look like after it is painted, we'll see a more adventurous clientele in India."

Vyas indicated the role of psychology, in the choice of Indian colors. "In the desert state of Rajasthan, it is a question of survival. Color contrasts help you create a distinct identity, and we see the locals wearing brilliant turbans and outfits."

In recent times, the Indian coatings industry has been providing avenues for close interaction of manufacturers with architects and interior designers.

"The designer is one of the most vital influencer with key insights into what drives color preferences of the consumer," noted Jalaj Dani, convener of the conference. With advances through new technology, designers are beginning to experiment and introduce new applications, using a stronger palette in textures and combinations.

As the Indian market matures, an integrated approach with a graphic component, has become vital.

PIYUL MUKHERJEE

INDIA CORRESPONDENT

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