The COVID-19 pandemic has presented in itself an unprecedented challenge for the economy as it changes lives and livelihood for many. The current crisis makes things even more difficult for painters and contractors since a vast majority of them are daily wage earners. To help them during these turbulent times, Asian Paints has taken certain measures to ensure their safety and welfare.

Asian Paints has transferred money directly to the contractors' bank accounts through a Direct Bank Transfer mechanism. This was done in the first week of April 2020 and has benefited more than 40,000 contractors across the country. Additionally, Asian Paints has also started a Helpline for contractors that'll provide basic information about the COVID-19 virus and precautions which can be taken to reduce chances of transmission. The helpline will be available at all times to respond to any queries around the same. There is also an effort to reach out to the community through NGOs to provide masks and sanitizers so that the Painter/Contractor community is equipped to fight the pandemic.

Elaborating more on this drive, Amit Syngle, CEO & MD, Asian Paints Limited said, ''Contractors have always been a key stakeholder for Asian Paints. The Direct Bank Transfer drive has significantly helped the contractors and their families meet their immediate and essential family needs in these testing times. We stand committed to the safety of our applicators. We would also like thank our contractors for their unflinching support to Asian Paints and would urge them to stay indoors and stay safe.''