Adapting to local conditions and meeting the local needs are the best and sure ways to survive and succeed and our paint makers have learnt it the hard way. Most of the paint makers have developed products and brands which suits the local conditions. For example, Asian Paints, a leader in decorative paints, launched this calendar year a unique bacteria-killing product Royale Healthshield and according to the company, the product has been well accepted in the market. According to the company, the paint kills 99% varieties of bacteria in the home and therefore, a much-needed product for Indian conditions. Berger Paints, another leading paint company has launched WhetherCoat Long Life and WhetherCoat Anti Dusst paints specially suitable for Indian conditions. While the former is a durable exterior coating that can last for 10 years, the latter is dust repellent coating for exteriors specially targeted for dusty, dry areas of India where rainfall is sparse. Akzo Nobel has introduced Dulux Velvet Touch Colour Motion, a first of its kind signature wall finish that reveals subtle shades each time you view the wall from a different angle. This product is targeted towards the youth as they constitute sizeable portion of the market.
Hyper-segmentation is another trend dominating the paint industry. Consumers are seeking personalised home dΘcor solutions; thus, all established paint players are launching multiple variants of new as well as existing products.
Rising labour cost and non-availability of quality labour is the main problems faced by the contractors. In order to overcome this problem, mechanised painting has made its beginning and trend is expected to gain momentum in the coming years. On the other hand, Berger Paints has introduced a concept called “Express Painting” which cuts down on the hassles of home painting. Express Painting offers a faster, cleaner and better way to paint homes using automated tools which cuts down the time involved in painting by 40%.
Further, Indian customers has become fairly matured with consumers preferring environment friendly products over conventional products. Low VOC paint is no longer a trend but has actually become a norm in the country, especially in urban areas.