JSW enters paints with ‘any colour at one price’ strategy

Kolkata: The $13-billion JSW Group with diverse interests in steel, energy, cement & infrastructure, has now forayed into the fast growing organised paints business, which is growing at a CAGR of 15 per cent and is expected to cross Rs 50,000 crore in value terms by 2020.

Launching the JSW Paints brand is part of the group’s overall strategy to diversify into consumer-facing businesses. The group will now make a comprehensive offering for consumer homes through steel, cement, furniture and paints, top company officials said.

“We believe that being thoughtful is beautiful. Hence, we have ensured that every aspect of JSW Paints brand has a never before done quality and a promise to deliver true value to our consumers. We have thus thoughtfully taken the path-breaking step to offer Any Colour at One Price in a product, for the first time in India. We hope to be the preferred choice of millennial couples. JSW Paints aims to be the future of colour & painting for Indian homes,” said Parth Jindal, Managing Director of JSW Paints.

The company has lined up plans to manufacture and market both industrial coatings as well as decorative paints. In industrial coatings, JSW Paints would start with coil coatings. In the decorative paints segment, the company will offer a complete range of water-based paints for interior and exterior walls, wood and metal.

JSW Paints has already rolled out its products in south India, starting from Karnataka (Bangalore and Hubballi). The company expects to completely cover the southern and western Indian markets by the end of Q2FY20 and has plans to be a pan-India player within the next three years. It has also drawn up plans to be among the top 3 brands in India by 2025 with a market share of 10 per cent.

“JSW Paints’ ‘Simple Swift & Sure’ way to painting will go a long way in helping consumers make an informed and confident choice. Our Any Colour One Price ensures consumers great value, ushers price transparency and makes them free to choose colours confidently for their homes. At JSW Paints, we combine excellence in Manufacturing & Marketing, driven by customer insights, to bring about thoughtful innovations that offer tremendous value and are trend setting into the future of paints and painting,” said A S Sundaresan, joint MD & CEO of JSW Paints.