New Delhi, 29th October 2026: Shalimar Paints, a pioneer in the Indian paint industry for over 120 years, unveiled ‘Colors of India’, a book that celebrates the country’s rich cultural diversity through the landscapes that give its destinations their distinctive character. Guided by the thought ‘Every City has a story, Every Home has a color’, the book forms part of the brand’s larger ‘Har Rang Khoobsurat’ campaign, exploring how colours reflect the heritage of a place, from its architecture and artistry to its natural surroundings and the people who call it home.
An AI-powered film accompanying the campaign celebrates the distinctive identities of destinations across the country, from the pink hues of Jaipur and the royal splendour of Mysuru to the golden legacy of Amritsar, the coastal charm of Goa and the lush tea gardens of Dibrugarh. It introduces the book, bringing these regional stories to life and capturing how colour is connected to a place’s history, architecture, traditions and surroundings.
‘Colors of India’ builds on Shalimar Paints’ larger ‘Har Rang Khoobsurat’ campaign, which also featured ‘Pujo Ka Har Rang Khoobsurat’, celebrating the diverse stories, emotions and traditions that make Durga Pujo special. Through an AI-powered montage film, the initiative captured the journeys of artisans, decorators, dhakis and devotees, highlighting the devotion, creativity and togetherness that define the celebrations. Through these campaigns, Shalimar Paints celebrates India’s cultural diversity and the role of colour in expressing the unique character and spirit of its many communities.
Commenting on the campaign, Mr. Kuldip Raina, MD and CEO, Shalimar Paints, said, “In India, colour is inseparable from how we experience our culture and heritage. From the vibrant celebrations of our festivals to the distinctive architecture of our cities, colours shape how we see a place, remember it and connect with its identity. At Shalimar Paints, we did not want to create a catalogue of shades; we wanted to honour the places, traditions and people that give these colours their meaning. Every palette in the Colors of India book is a tribute to a region’s character, history and cultural richness. Through this initiative, Shalimar Paints brings people closer to India’s rich cultural heritage, offering them new ways to experience the colours, stories and traditions of India in their own homes.”
The campaign reflects Shalimar Paints’ approach to storytelling, serving as an invitation to experience India’s rich cultural heritage through colour, bringing the stories, traditions and landscapes of its diverse regions to life and showing how each finds expression in the colours that define it.
For Shalimar Paints, the book extends its engagement with colour beyond paint and interiors to the cultural references that influence how people experience and personalise their spaces.
The campaign is now live: Watch it here
Colors of India Book is available to explore at colorsofindia.shalimarpaints.com
About Shalimar Paints
Shalimar Paints Ltd., established in 1902 in Howrah, West Bengal, by A.N. Turner and A.C. Wright, is a pioneer in the Indian Paints industry with a legacy of over 120 years. The company is engaged in the manufacturing and marketing of decorative paints, industrial coatings, and allied product categories. Headquartered in Gurugram, Shalimar Paints has a pan-India presence through its strategically located manufacturing facilities, regional distribution centres and over 49 depots across the country. It has an advanced R&D department with cutting-edge technologies to meet client specifications and deliver superior products. The company has contributed to beautifying and protecting India’s iconic structures including Rashtrapati Bhavan, Howrah Bridge and Chenab Rail Bridge amongst others, providing them with a lasting gleam.
