Rural Consumers Buy Premium Paints More Than Urban Peers: Berger CEO

Homeowners in rural India buy expensive, premium paints more than their urban peers.

That’s what the head of India’s second-largest household paints maker by revenue said. Rural customers purchase high-quality paints to beautify their houses, said Abhijit Roy, managing director and chief executive officer of Berger Paints Ltd. in an interview with BloombergQuint. “Urban buyers are more interested in mid- to low-tier products.”

Rural sales, Roy said, have risen on the back of the Prime Minister’s affordable housing programme. “That’s because people stay in the houses bought under the scheme, and they are not just an investment.”