In 2006, Asian Paints stood at the cusp of an exciting transformation. The MNC paint company was launching Colour Store, a series of immersive spaces where customers could explore the potential of colour in their homes. Pavitra Rajaram began her journey with the brand at this pivotal moment, as it expanded its universe of influence beyond paint. In her role as Design Director at Asian Paints, Pavitra has guided the company’s strategic shift towards becoming a prominent player and thought-leader in décor and design.

Apart from leading the company's foray into wall coverings, furnishings and floor coverings, Pavitra guides Asian Paints’ brand positioning through decor-led thinking, product innovation, and retail strategy. To help customers engage meaningfully with the growing repertoire of the brand, she develops offerings that anticipate their evolving aspirations. For example, she creatively directed and produced the Asian Paints collaboration with Sabyasachi Mukherjee, for which the legendary fashion designer developed four wallpaper and furnishings collections.

As a strategic advisor, Pavitra provides counsel to the CEO of Asian Paints on brand positioning and retail propositions with the potential to capture the customer’s imagination. She has created the style template for Beautiful Homes, a network of 30 stores across smaller Indian towns that offer design inspiration within the retail experience. She has also directed the content and communication strategy for beautifulhomes.com.

For over 15 years, Pavitra has actively participated in the forecasting program Colour Next, a predictive tool for colour trends and palettes that relies on sociographic and demographic data. The program’s scope now encompasses materials, finishes, and textures, establishing Asian Paints’ ever-growing influence in the world of décor and design.