Asian Paints BHPS: Growing the World’s Largest Painting Service

The case focuses on Asian Paints’ service business, particularly its Beautiful Homes Painting Service (BHPS). The company ventured into home painting services in the early 2000s with the goal of providing a hassle-free, quality painting experience for consumers. It was also an opportunity for growth. Despite initial challenges, Asian Paints continuously reinvented its service model. The BHPS was launched in 2019 by offering a key value proposition, ‘On Time Performance or Money Back’, positioning itself as a reliable, high-quality solution. The business scaled rapidly, particularly after COVID, when consumer demand for sanitized, safe painting services surged. The case explores how Asian Paints transformed its service operations, leveraged technology, and built partnerships with dealers, contractors, and associates to expand its footprint to over 600 cities by 2023. The case presents several critical questions for future growth, focusing on enhancing process and quality, strengthening relationships, leveraging technology while upholding high execution standards.