Aashok Ranganathan is not just another name in the marketing industry he’s a visionary leader who understands how the world of consumer behavior is changing, and more importantly, how to stay ahead of that change. As the Assistant General Manager – Emerging Channels (Marketing) at Nippon Paint India, he has consistently demonstrated an acute understanding of evolving market dynamics and how businesses must adapt to keep up.
Aashok Ranganathan recently shared a powerful insight through a LinkedIn post, reflecting on the remarkable transformation from accessibility to instant availability in consumer expectations. His words are not just a summary of strategic developments they’re a testament to how innovation, when driven by purpose and backed by a dedicated team, can reshape entire industries.
Ten years ago, a trip to the local Kirana store was the norm. Patience was a virtue, and convenience was often compromised. But as Aashok Ranganathan rightly observes, that era is long gone. Today’s consumers don’t just want products they want them now. And this shift in expectation has challenged brands to rethink their approach to speed, convenience, and service delivery.
Aashok Ranganathan, recognizing this paradigm shift, has played a pivotal role in positioning Nippon Paint at the forefront of quick commerce in the paint industry. The idea of getting tinted paints, rollers, brushes, and even paint sprayers delivered within 15 minutes would have seemed impossible just a few years ago. But with strategic collaborations most notably with Zepto Aashok Ranganathan and his team have turned that vision into a reality.
The initiative isn’t just about speed. It’s about reimagining what is possible in a traditionally slow-moving industry. Paints and painting tools are not impulse buys like snacks or groceries. They’re often part of planned home improvement or professional work. And yet, the demand for instant availability in this segment has existed silent, unmet until now. By bridging this gap, Aashok Ranganathan has sparked a revolution in customer service and product delivery.
This bold move makes Nippon Paint the first paint brand in India to embrace quick commerce at this scale. The initiative covers major metros like Chennai, Bangalore, Delhi, Mumbai, and Hyderabad, offering a range of products from solar-reflective coatings like “Cool Roof” to DIY Paint Sprayers and floor paints like “Floor Guard.” It’s not just paint that’s being delivered. It’s empowerment empowering customers to act on their ideas instantly.
Aashok Ranganathan isn’t doing this alone. In his heartfelt message, he credits collaborators like Zepto’s Vivek Aggarwal and S Girija, who brought their own vision and execution excellence to the table. He also highlights the internal team Sharvesh, Pooja Selvan, Shyam Sundar and his mentor Mark Titus, all of whom have pushed boundaries to bring this innovation to life.
This humility in leadership is what makes Aashok Ranganathan stand out. His leadership style is collaborative, appreciative, and deeply rooted in team success. He’s the kind of leader who understands that innovation is not a one-man show it’s a collective effort fueled by shared passion, relentless energy, and an unyielding focus on customer experience.
The decision to integrate with quick commerce is not just a marketing gimmick it’s a strategic move that redefines how paint is purchased and delivered in India. Aashok Ranganathan has taken an industry known for its legacy processes and infused it with the agility of a tech-first startup. And in doing so, he’s not only increased market penetration but also set a benchmark for competitors to follow.
What makes this story even more inspiring is how seamlessly Aashok Ranganathan blends innovation with practicality. The products offered through Zepto are carefully curated to cater to immediate needs rental repaints, minor renovations, DIY fixes. It’s a masterstroke in understanding the modern consumer’s mindset, where speed meets specificity.
Looking ahead, it’s clear that Aashok Ranganathan has no plans to slow down. His post ends with the powerful statement: “E-commerce made our products accessible. Quick commerce, powered by Zepto, is making them instant. And we’re just getting started.” It’s not just a declaration of progress it’s a promise of continued evolution.
As we witness industries being transformed by digital acceleration, Aashok Ranganathan serves as a case study in proactive leadership. He doesn’t wait for trends to dictate strategy he anticipates them, shapes them, and moves boldly ahead.
In a time where customer expectations continue to evolve at lightning speed, professionals like Aashok Ranganathan are showing us that with the right mindset, the right partnerships, and a relentless focus on innovation, even legacy industries can reinvent themselves.
The journey from accessibility to instant availability may seem like a giant leap. But for Aashok Ranganathan, it’s just another step toward the future he envisions where paint meets purpose, and every wall tells a story of transformation.
