JK Maxx Paints has launched JK Naturals Aura, a luxury interior emulsion containing over 40% eco-friendly content, including more than 10% bio-based emulsion. Developed in collaboration with Denmark-based Shark Solutions, the paint incorporates recycled polyvinyl butyral recovered from laminated glass waste.

Available in over 2,000 shades, the product features air-purification technology designed to reduce indoor formaldehyde levels, alongside recycled packaging. Its phased rollout will begin in North India between late October and mid-November 2026, followed by nationwide expansion.

The company has also introduced a tree-plantation initiative, pledging to plant one tree for every online pledge submitted through a QR code on the packaging.