Inferior Paint

bought fired earth paint at builders sunward park -whispers in outline colour chart shows cream white however when applying its dark grey other than this i had to put 3 to 4 coats on the wall and one wall is still showing it needs more paint after 3 coats.I went back and got white in same whispers for rest of the house,so far 3 coats on the walls and still shows it needs more paint.this is ******* paint,never in my life had i ever had to use so much paint to cover a wall.it seems this paint is watered down ,now i have to spend more money to get proper paint like dulux or plascon as this was a waste of time and money.All builders could say was sorry.I complained last week already on fired earth website to date no response or contact!!!