The landscape of Indian design has never been more exciting than it is today, leaving a consumer spoilt for choice when styling their home. But, for a designer or brand to stay relevant and stand out is not always easy. While uniqueness in styles and designs is important, it is also the durability and quality of a product that makes a consumer loyal to a brand.
Having stood the test of time for decades, proving to be a leader in its industry, Asian Paints has evolved and grown its brand and labels to adapt to its consumer time and again. When the pandemic left most of us homebound for over year, it saw a growing need for homeowners to upgrade their spaces and home décor. With this in mind, Asian Paints has launched AP Fabrics—a range of quality draperies and upholsteries in a range of textures, colours and finishes.
Since it has always counted a high mark of quality as the starting point for each of its products, Asian Paints has partnered with The Pure Concept—an internationally acclaimed brand renowned for its quality and creativity— to produce a unique line of furnishing fabrics for the home called PURE-Royale.
Weaving two quintessential brands, Pure Fine Furnishing and The Pure Concept, into its existing premium range, Royale and Nilaya, Asian Paints has recreated two of its most renowned and luxurious ranges for its line of furnishings. While the Royale collection comprises a fine mix of innovative fabric techniques and thread compositions, the most intriguing quality is its high Martindale rating making it a long-lasting and durable option for every home.
As a unit for quantifying the abrasion resistance of textiles, especially when used for upholstery, The Martindale method, also known as the Martindale rub test, simulates natural wear of a seat cover, where a textile sample is rubbed against a standard abrasive surface with a specified force. The higher the value, the more resistant the material is to abrasion. While the average Martindale for fabrics for private use should be around 10,000, the PURE-Royale range of furnishings can go up to 100,000!