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Dulux Paints gets a shade more aggressive, eyes double-digit growth

Dulux Paints gets a shade more aggressive, eyes double-digit growth

Author | Ankur Singh | Thursday, Oct 30,2014 8:13 AM

Dulux Paints gets a shade more aggressive, eyes double-digit growth

With over 20 per cent share in this segment in India, the company is leaving no stone unturned to make its prominence felt in the Indian market.

AkzoNobel on Wednesday announced two key initiatives. The Company introduced ‘Dulux Visualizer’- an innovative and user-friendly app that uses augmented-reality technology to gratify the evolving needs of the new age consumer and also released the latest edition of its annual global study of colour trends, ‘ColourFuturesTM 2015’, unveiling Copper Orange as the colour of the year 2015.

“India is not a new market for Dulux. We are actually a very established brand here,  synonymous with quality and colour. India is a big priority market, and is only going to get bigger and bigger. India is the third largest market for the company after US and China and we have made significant investments in strengthening our capabilities here. We have around 10 per cent share of the market and in the premium segment, it is over 20 per cent,” said AkzoNobel, Managing Director Decorative Paints--South East and South Asia, Jeremy Rowe, on the sidelines of the event in New Delhi.

“However, we have also realised that we need to be present in the mass market, and we are looking at a double digit growth in India,” pointed out Rajiv Rajgopal, Director Decorative Paints, AkzoNobel India.

“We have started strengthening our portfolio to address all needs and all segments. It takes a bit of time. You need to have right proposition and right product formats. From portfolio point of view, we already have brands. We also need to enhance our distribution footprint significantly to be able to take it across to a wider customer base. We are working very strongly on that,” he added. 

“As far as marketing is concerned, we have launched three campaigns this year—the Velvet Touch, the Weather Shield, and the Super Clean campaign. We have not advertised three brands in one year since over a decade. This clearly gives an indication about where we are headed in terms of marketing and growth. As long as the brand idea is rooted in the consumer insight, is compelling and differentiated, Dulux will grow in India,” he said. 

When asked if Akzo Nobel is planning to get more global brands from the Akzo Nobel basket in India, Rowe said, “It depends on the audience. We see which brand the audience needs, and then introduce or innovate it according to the market requirement. We try to bring in more global capabilities into the existing brands.”

According to Rowe, the demand for decorative paints in India has increased with the global trend of urbanisation, the country’s impetus on strengthening infrastructure and development of emerging cities. “India is a high growth market for AkzoNobel and we have made significant investments in strengthening our capabilities in the country. Our global presence, permeated by insights into consumer trends gives us the opportunity to apply innovations and best practices from around the world to design products best suited to each global geography, including India.”

“Dulux has continued to drive growth with its superior value proposition and consumer-connect in all markets. The mounting consumer appreciation has been reflective of the trust in our innovative products and services. This year has been particular encouraging with Dulux Superclean being voted as ‘Product of the year’ while brand Dulux has been selected as a ‘Superbrand’. The Dulux Visualizer is our latest offering to the Indian consumer in order to facilitate the ease of choosing colours that go with his family’s personality. Even before its formal release today, we have seen over 100,000 downloads and a very positive rating in app stores,” added Rajgopal.

India is an important and priority market. Because of the population and how often people paint, it is a significant market, and hence, Rajgopal said that it is very important for the brand to be here and be successful.

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