ARTICLE

DECOR: Trends in Indian Paint Industry - Mahesh Anand, Nippon Paints

The beauty about painting is that it helps give the home a definitive look. It also gives the home a dramatic look, especially if two interesting colours are used. Besides beautifying the home, painting prevents corrosion from affecting the building. Mahesh Anand, President-Nippon Paints, speaking to GRIHA, says the Indian paint industry reported sales worth `43,500 crore in 2015 at 9% per annum growth, and decorative paints contribute to 74% of this; he explains about the emerging trends in painting…

Different spaces and rooms require different paint scheme like for example, oil paints are invariably used in kitchens and bathrooms while other types of paints are used in the living rooms, sitting rooms and outside the house. The reason for this is simple; oil paints make it easy to clean, anytime they get stained from smoke and other dirt. Paints also give life and warmth to a house, they enhance its beauty, thereby making it look attractive to onlookers.

What’s the talk about eco-consciousness in the paint industry?

The paint industry took an initiative to eliminate lead chemicals from their decorative paints. Thereon, backed by the force of innovation, the industry went on to turn its products from low to zero VOC (Volatile Organic Compounds). This was hailed as a significant move in preserving indoor air quality and saving consumers from the pungent odour that paint application gives out. This contributed to reducing health risks such as headaches, nausea, respiratory disorders, burning sensation in the eyes, nose and throat etc.

What is the emerging trend in decorative paints?

The average age of home owners nowadays is 35 years. This consists of people who want to move into a new home that is well painted and decorated. In the repainting segment as well, the interval between repainting has reduced from 10-12 years to 4-5 years. Vibrant colours and designer walls with special effect paints are chosen for walls. For the FY 2015, the industry reported sales worth `43,500 crore, a growth of 9% from the previous year; decorative paints contribute to 74% of this, while industrial paints contribute remaining 26%.

What are the threats and opportunities?

The unorganized segment in decorative paints is close to 20% of the total, mostly restricted to operations at the regional level. With the Government undertaking key initiatives such as Make in India, 100 Smart Cities and Skilling India, the paint industry is poised for a rapid growth in the upcoming year/s. The ease of doing business and relaxation in FDI will attract global giants to Indian markets. This will result in an increase in infrastructure, which would result in more consumption of paint.

Which are the segment for higher margins?

The Premium Emulsion segment is where we enjoy higher margins.

The industrial and decorative segments are divided in the ratio 26:74. If we are to draw a comparison, the decorative segment would seem to be growing at better pace than the industrial segment.

Has Colorscapes changed the way paint is marketed?

Colorscapes has stimulated consumers’ involvement in buying paint, because they are now provided with a variety of hues to choose from, and therefore engage themselves in the entire process by making their own sensory-rich space. The increase in variety has eventually contributed to the way paints are sold.

What you suggest the consumers wanting to paint their homes – like which ones are eco-friendly, which ones last longer, and so on?

It is necessary that people choose a paint which is GreenPro certified as this ensures that the paint purchased by the consumer will do no harm to health of the dwellers, will not contaminate the construction surface and will last longer.

What is the popular wall-painting trend these days?

It has become a trend nowadays to have a signature wall in every home painted with special effects paint. When it comes to exteriors, a textured finish is the most sought after design.

Talking about colours, what is your favourite choice for the walls, and for the cabinetry or bookcases?

Undoubtedly, green is the favourite colour. When we say green, it’s not just the colour we are referring to, but a commitment we have towards the environment; be it your paint cabinetry, bookcase or walls; just paint your home green and it will look better.

Can you name some of the new technologies in the paint industry? Do these require frequent updating and a different marketing initiative?

Over the years, paint has evolved from being just a coat of colour to so much more. There have been many functional properties made possible with paints, for example, the important one being anti-bacterial property. We have recently launched a paint that is anti-viral, and has Silver-Ion Technology. We are also known for our formaldehyde abatement paint called Odourless Aircare (with Active Carbon technology). Now we plan to promote this functional range of paints with better focus.

What is your vision about the paint industries in Indian market?

The sale of paint is complete only after it gets applied over the surface. Our vision is to see how Nippon can remove the “pain” out of “painting”. Once this is achieved, repainting intervals will shorten & consumption will go up.