<b>Understanding the Eminence of Retailers towards Paints with respect to Jammu</b> Indian paint industry is very proficient and with huge demand creates an optimistic position in the market. A survey analysis has been undertaken for 50 retailers of Jammu in India to understand their standing towards Paints. The results highlight that Asian Paints is the most supreme paint and furthermore Brand Loyalty is the highest factor for purchasing decision of paints by the retailers in Jammu. Similarly when retailers make their purchase decision they get influenced by several major factors such as Demographic, Social, Cultural etc. It is also found that 88 retailers in Jammu are in conformity with their perception towards paints for pleasing the condition. Paints, Jammu, Retailer. 412-414 Issue-6 Volume-1 Dr. Rahul Hakhu