Wall To Wallet

Have you ever wondered how the Lake Poets used to look at nature—the beauty of flowers, lakes, and landscapes—and write beautiful poems? The reason was simple: they observed and enjoyed the lovely natural scenery, drawing inspiration to create poetry.

Over the last 18 months, during the lockdown, when everyone was confined to their homes, they had only one thing to admire and observe—their walls. This included not just the walls but also the ceilings, halls, and every element of their home interiors. Consumers and families had time to reflect on their living spaces, carefully evaluating the state of their homes.

As they spent more time at home, a realization set in: the need to enhance their surroundings. People became inspired to:

• Paint their walls with fresh colors.
• Redesign and beautify their home interiors.
• Innovate and renovate to create a refreshing environment.

Months of being at home encouraged homeowners to invest in the aesthetics of their living spaces, leading to a surge in the home interiors market.

But there was a problem. No one was allowed to come in. No one was allowed to go out. There were restrictions, there were rules, there were regulations, there were masks, and many other formalities before any painter or interior designer could come home.

Now, things have opened up. People can go in. People can go out. And now, just like revenge buying and revenge travel, there is revenge renovation. Things have moved from wall to wallet, and Indians have started indulging in making sure that their surroundings at home look beautiful. Hence, the home interiors market is booming.

Diwali has always been a time for renovation, painting, decoration, and innovation. Traditionally, over the years, families have invested in improving their homes during this festive season. However, last Diwali, it did not happen. Consumers are not going to let this Diwali go without decorating and celebrating their homes.

It all begins with the wall.

That is the largest surface area at home, apart from the floor. Day in and day out, looking at the same walls, there is an inspiration to beautify them—to paint, decorate, and transform. And along with that comes everything else:

• Upholstery
• Flooring
• Interiors

Just like the Lake Poets, Indian consumers want to create beautiful poetry in their homes. They have spent the past year ideating, imagining, and planning. Now is the time to splurge. Now is the time for revenge renovation. Every corner, every inch, every wall has been explored and reimagined. Plans have been made, and now is the time for execution.

Brand marketeers need to recognize this opportunity—what I call WALL to WALLet—and provide solutions for consumers. Whether it be:

• Asian Paints, Nerolac, Berger Paints, or the newly launched JSW Paints
• IKEA, Kajaria, Cera, Marshalls Wallpaper, or Nilaya by Sabyasachi in collaboration with Asian Paints
• Various furniture and home interior brands

All need to capitalize on this wave of consumer demand and market their brands effectively.

Incidentally, not only were consumers observing their own walls, but the world was also observing them. Due to Work from Home, whether during a webinar or an online meeting, the backdrop was easily visible to the world!

The consumer’s personality was showcased. If the consumer wanted to look intellectual, they placed books in the background. If they wanted to look opulent, they displayed artefacts.

Suddenly, home interiors became visible to the exterior world.

Another great marketing opportunity.

Now comes the bonus. Free advertising happened for brands that were visible during online interactions, such as:

• Ajanta Clocks
• Voltas AC
• Mont Blanc pen
• Ralph Lauren shirts

And many more.

The Revenge Renovation process from WALL to WALLet has already begun. In the last quarter and earlier, companies have witnessed astounding growth. This trend will continue.

Brand marketeers need to wake up—because consumers are wide awake.

The opportunity of the ‘Great Wall of India’ is now open, and consumers have started moving from WALL to WALLet.