Our decorative paint products are engineered to withstand India's diverse and fluctuating weather conditions.

Kaushal Mehta

Managing Director, Walplast Products Pvt Ltd

What is trending in India’s decorative paints market? What are the trends in exterior and interior applications?

The Indian decorative paints market is experiencing a significant shift towards eco-friendly options, driven by the demand for low-VOC paints, water-based paints are gaining traction for their environmental benefits and low VOC (Volatile Organic Content). Emulsion paints hold a 31% market share, valued for durability and aesthetics, while enamel paints are sought after for their tough finish on metal and wood. Distempers remain popular for affordable interior use, especially in rural areas. Exterior trends focus on durability and weather protection, with exterior emulsions and textured finishes on the rise. Internally, customization and aesthetics are prioritized, with interior emulsions offering diverse colours and finishes. Wood finishes are gaining popularity for furniture and flooring due to their enduring charm.

The market's growth is fuelled by urbanization, rising incomes, and government housing initiatives, with the increasing consumer preference for sustainable paint options expected to drive further expansion.

What are the key demand drivers for the growth of decorative paints in India?

Several factors are driving the growth of the decorative paints market in India. Urbanization and an expanding middle class with increasing disposable incomes have boosted the demand for housing and renovation projects, directly increasing the consumption of paints. Additionally, there is a rising awareness of aesthetics, along with a growing preference for eco-friendly products. Technological innovations that improve paint quality, durability, and application processes, along with government initiatives promoting affordable housing, are further contributing to this growth. Shorter repainting cycles, spurred by festivals, weddings, and general lifestyle upgrades, are boosting the decorative paint segment. Increasing commercial construction, including new commercial and retail spaces, also contributes to the demand for decorative paints, especially for interior finishes.

What are the emerging innovations in decorative paints?

The decorative paints industry is witnessing a surge in innovative products that cater to both functionality and aesthetics. From self-cleaning paints to antimicrobial coatings and heat-reflective solutions, these advancements offer enhanced durability and ease of application. Additionally, digital tools like online colour visualizers and virtual room painters are empowering consumers to personalize their spaces effectively. Innovations such as anti-bacterial paint, aerospace coatings, paints with natural ingredients, self-healing paint, VOC-free compounds, glow-in-the-dark paints, advanced paint equipment, nano coatings, 3D colour visualization, and fast-drying paints are reshaping the industry landscape with their unique features and benefits. These emerging trends are driving the industry towards more sustainable, efficient, and visually appealing solutions.

What are your latest products and solutions in decorative paints?

Our latest decorative paint offerings include the HomeSure MasterTouch Bloom and HomeSure MasterTouch Vivid ranges, carefully crafted to meet the demands of both exterior and interior applications while focusing on sustainability and long-term performance.  

The HomeSure MasterTouch Bloom Premium Emulsions provide top-quality solutions for exterior and interior surfaces. The exterior variant, with Stay Clean Technology (SCT), delivers superior protection against harsh weather, fungal growth, and general wear, making it highly durable. The interior emulsion, powered by Stay Guard Technology (SGT), ensures exceptional washability, scrub resistance, and safeguards against fungal growth and fading. 

The HomeSure MasterTouch Vivid Emulsions are designed to offer outstanding value with high opacity, a smooth matt finish, and excellent anti-fungal properties. The exterior version is specifically formulated for dry climates, providing a strong defence against peeling, chalking, and fungal growth. The interior version delivers excellent coverage, a rich aesthetic, and easy maintenance.  

Additionally, we have introduced HomeSure MasterTouch Waterlock, an acrylic polymer-based elastomeric waterproofing solution for horizontal and vertical surfaces. Formulated with resilient acrylic polymers and synthetic fibers, it cures into a seamless, durable membrane that offers exceptional waterproofing, flexibility, and crack-bridging ability. It’s ideal for a variety of surfaces such as roofs, terraces, parapets, sunshades, and walls.

Both ranges are water-based, eco-friendly, and low in VOC, offering safe, sustainable options for users and the environment.

How are your products aligning with the changing weather conditions in India?

Our decorative paint products are engineered to withstand India's diverse and fluctuating weather conditions, offering tailored solutions for different climates.

For exterior applications, the HomeSure MasterTouch Bloom Premium Exterior Emulsion, featuring Stay Clean Technology (SCT), provides robust protection against extreme weather, fungal growth, and environmental wear, making it ideal for areas with harsh climatic conditions. Similarly, the HomeSure MasterTouch Vivid Exterior Emulsion is designed to excel in dry climates, preventing peeling, chalking, and fungal issues. 

For interior spaces, the HomeSure MasterTouch Bloom Premium Interior Emulsion utilizes Stay Guard Technology (SGT), ensuring long-lasting durability, washability, and protection against moisture in humid regions. The MasterTouch Vivid Interior Emulsion offers a smooth matt finish and high whiteness, delivering a lasting, elegant look with easy maintenance. Both product ranges are water-based, eco-friendly, and low in VOC, ensuring high performance while reducing environmental impact. 

Additionally, HomeSure MasterTouch Waterlock serves as an excellent waterproofing solution for various surfaces, a specialist for handling the weathering (exposure to heavy rains and changing weather). Its seamless, durable membrane provides long-term waterproofing and flexibility, perfectly suited for India's diverse weather conditions.

How do you look at the market in the coming years for decorative paints? What are your future expansion plans?

The Indian decorative paints market holds promise, fueled by urbanization and home renovations, driving demand for eco-friendly, advanced paint solutions. Expansion plans include sustainable products and market growth in emerging regions through partnerships. The market is projected to hit Rs 159,000 crore by 2032, growing at 9.5% CAGR, supported by urbanization, income growth, and housing initiatives. Trends include water-based paints' popularity for eco-friendliness, emulsion paints' dominance with 31% market share, increased demand for durable exterior emulsions, and textured finishes for exterior surfaces. The industry's future hinges on innovation, sustainability, and consumer preferences.