Nippon Paint is accelerating its premium retail push in South India with the launch of its fourth NEO Homes experiential store in Bengaluru.

 

In fact, the paint powerhouse is doubling down on immersive, design-led home décor experiences as competition intensifies in India’s booming decorative paints market.

 

The new outlet, located at NHVC Enterprises, follows earlier NEO Homes launches in Chennai, Coimbatore and Hosur, and signals the company’s aggressive expansion strategy for its experience-focused retail format across high-growth urban centres.

 

The store was inaugurated by Sharad Malhotra, Managing Director of Nippon Paint (India) Group, alongside Mark Titus, President of Nippon Paint India’s Decorative Coatings Business.

 

“With NEO Homes, we are reimagining how consumers approach home transformation by moving from a product-led purchase to a design-led experience. 

 

"The launch of our 4th NEO Homes store reflects our focus on scaling this format across key urban markets. By combining premium products, expert guidance, and intuitive technology, we are enabling a more seamless and personalized home transformation journey,” said Malhotra.

 

Titus added, “NEO Homes is a strategic step towards elevating the in-store experience by integrating design, innovation, and service under one roof. With formats like these, we are not only enhancing visibility but also enabling consumers to interact with our offerings in a more immersive and meaningful way, ultimately simplifying their decision-making journey.”

 

Positioned as more than a conventional paint retail outlet, NEO Homes is designed as a full-scale experiential design studio built around the brand’s “Beyond Beautiful” philosophy. 

 

The format combines premium paints, designer finishes, wallpapers, waterproofing solutions and digital visualization tools to help customers conceptualize and personalise living spaces before making purchase decisions.

 

A major attraction inside the Bengaluru store is “Instawalls”, the company’s one-wall makeover concept that allows homeowners to experiment with textures, finishes and statement wall designs using real-time visualization technology and expert consultation.

 

The store also showcases specialty handcrafted finishes from Momento Dzines, curated wallpaper collections and integrated waterproofing solutions aimed at combining aesthetics with structural durability.

 

The Bengaluru expansion marks a significant milestone in Nippon Paint India’s broader strategy to scale experiential retail formats in fast-growing metro markets. 

 

With consumers increasingly seeking personalised and design-centric home solutions, the company is betting heavily on immersive retail experiences to strengthen brand engagement and premium positioning in India’s competitive decorative coatings sector.