The Colour of Confidence

31 Oct 2017 Editorial Team

Driven by product and service-level innovations and an enabling policy environment, the Indian paint sector will witness a tectonic shift in the near future, according to ABHIJIT ROY. The paint business is an intriguing business - once the final product is applied on a wall, it has few avenues to create a credible differentiation with competing brands. For instance, a blue is a blue once it's on the wall and can only be differentiated through functional attributes of the paint. That said, with an evolving market, dynamic external factors and aware consumers, the Indian paint sector is bound to witness a tectonic shift in the near future with product and service-level innovations driving change. Cutting-edge products Products designed and engineered to cater to relevant need gaps for the Indian consumer will become more of a norm as companies reinvent themselves with cutting-edge R&D and product design. The new reality of the Indian paint industry would be the advent of smart coatings like super hydrophobic paint, stain-resistant coatings (easy clean) and dust-repellent coatings that are the need of the hour. For example, Berger Paints' latest innovation Weathercoat ANTI DUSTT is a dust-repellent coating that doesn't allow dust to settle on exterior walls. The product was an instant hit with the Indian consumer because of its functional attributes. Technology-led innovations like solar paint, sound-absorbing paints and flame-retardant paints are also products that will be a reality soon in the Indian market and will not only cater to niche segments but for usage in a regular Indian home. Towards sustainability Sustainability is another area that has caught the imagination of the Indian paint sector. Low-VOC products and low heavy metals in paint are mantras followed in letter and spirit in most of our products. In addition to conventional paints, Berger Paints has taken a new leap in the field of sustainable solutions with the introduction of ETICS (external thermal insulation and composite systems) technology in India. This will help air-conditioned buildings lower their energy consumption and reduce their carbon footprint, making them environmentally sustainable and resource-efficient. This is also the need of the hour considering national initiatives such as smart cities and Swachh Bharat. Improving the process Another area that has tremendous scope is improving the painting process in general. The traditional painting process in India is a time-consuming and messy affair. Through the use of automatic tools, Berger Express Painting creates a faster, cleaner and better painting experience for the consumer at no extra cost. Convenience is the name of the game in today's India, and the coming years will see a tremendous change in the way Indian homes are painted. Market dynamics While the aforementioned areas present exciting prospects on product development in the near future, it is worth looking at the market dynamics currently affecting paint demand and consumer sentiment. The past 12 months have been a roller-coaster ride for the industry. Demonetisation created a temporary blip but failed to create any long-term negative impact in terms of demand. The introduction of GST had some impact on primary sales in June as channel partners were reluctant to stock material with the advent of the new regime. However, though the transition to the GST regime had some implementation issues initially with the new filing system, it is not expected to play spoilsport for secondary sales this season. The introduction of RERA is also a positive move that will lead to transparency and improved structure. As of now, urbanisation levels in India stand at 32 per cent, compared to 50-55 per cent in developed countries. With initiatives like Housing for All and smart cities projecting a strong thrust on infrastructure projects, the outlook for the Indian paint industry looks positive. About the author: Abhijit Roy, Managing Director & CEO, Berger Paints India, started his career in 1991. He joined Berger in 1996 as product manager and took over as managing director and CEO in 2012. The company has continued to grow under his leadership over the years through organic growth as well as strategic acquisition and collaborations.