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India’s most admired paints coating companies2021
1. VOL 08 | ISSUE 09 | 2021
Manufacturing a Wide Array of Industrial Paints
Sandeep Bhagat
Managing Director
Industry Scenario
Scope of Paints &
Coating Industry in India
Aesthetics and Designs
The Psychological
Effects of Aesthetics
in Commercial Spaces
India's
Most Admired
&
Companies-2021
PAIN S
C ATING
2.
3.
4. Editor’s Note
very individual wants to design and decorate
Etheir dream home with the most vivid coats of
paint. They want their homes to look gorgeous
and attractive, while also being free from chemical
emissions. As such, they are in the lookout for efficient
paint and coating companies, which would deliver
excellent services and lasting comfort and
experiences.
To satisfy this requirement of the customers, step in
the renowned paints and coating companies. They
focus on attaining excellence in every task they take
up, while ensuring the safety of their clients and all the
employees.
With an eye on the future, these top paints and coating
companies employ cutting-edge technologies to
create the finest products. The prime emphasis of
these companies is to deliver the ultimate comfort to
the customers. Accordingly, they always use
environment-friendly components in their products,
which also do not emit harmful fumes. This, in turn,
ensures that the customers are free from any
problems related to fume emission and so on.
Driven by the zeal to provide clients with beautifully
crafted products, these leaders of the paint and
TOUCHING
LIVES AND
BRIGHTENING
HOMES WITH
SHADES OF
EXCELLENCE
5. coating industry always innovate and introduce
advanced products. This, in turn, attracts the attention
of the customers, and they keep coming back for
more.
These companies always put their clients first, listen to
their needs, and are passionate about delivering the
best. They are passionate about their products and
never compromise on their quality. The noteworthy
names in the paint industry consider their clients as
their family and help them in shaping their dream
home.
Strong believers in teamwork, these companies
motivate all the employees to work as one cohesive
unit. They train all the subordinates to give their very
best and to keep the customers happy. Accordingly,
each team member works with total dedication to fulfil
all the requirements of the customers and to retain
them efficiently.
Major players of their domain, these dominant
companies believe that effective communication is the
key to success. With this perspective, they maintain
smooth communication with all the employees and
between every department. They also provide the
customers with the scope to provide feedback about
the products. These companies are always open for
suggestions so that they can rectify their shortcomings
and come up with new and improved products.
These prominent companies are future focused, and
as such, always come up with strategies that would
help them to steer confidently towards a promising
future. They do not shy away from challenges and try
to make a difference in the industry with their focused
endeavours.
Hence, in this issue, India's Most Admired Paints and
Coating Companies 2021, we present to you some of
the most celebrated paints and coating companies,
which transforming the industry with innovation,
excellence, and dedication. Hence, to know more
about these excellent companies, read away!
Ananda Kamal Das
ananda@insightssuccess.com
6. British Paints India
Offering a Wide Palette of
Decorative and Generic
Industrial Paints and Coatings
Grand Polycoats
High-Performance
Protective Paints & Coatings
18
24
Industry Scenario
Scope of Paints & Coating
Industry in India
14
Aesthetics and Designs
The Psychological Effects of
Aesthetics in Commercial Spaces
22
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7. Manufacturing a Wide Array of Industrial Paints
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9. Featuring Brief
Company Name
Ravi Jagannathan
General Manager
British Paints
India Ltd.
Sandeep Bhagat
Managing Director
Monarch Coating
Pvt. Ltd.
Alfa Paints &
Allied Products
Mr. Yogesh Bhatia
COO
Advance Paints Pvt Ltd commences operations with
manufacture of General Purpose Paints and Synthetic Enamels.
Alfa Paints & Allied Products are engaged in processing and
manufacturing a wide array of industrial paints and primer for
its clients.
British Paints endeavours to serve its customers with top of the
line coating solutions, backed by committed teams of
professionals across all functions.
Established in the year 1996, Monarch Coating Pvt. Ltd. take
immense pleasure in introducing itself as the leading coating
manufacturer, supplier, and service provider in India and
abroad.
Advance Paints
Pvt. Ltd.
Ashwin Dedhia
MD
Grand Polycoats
Company Pvt. Ltd.
Grand Polycoats is among the leading industrial paint
manufacturers in India that specializes in High-Performance
Protective Paints and Coatings.
Bharat Chokshi
Chairman and
Managing Director
17. he Indian paint industry has
Tbeen around for almost a
century. It all started with the
establishment of a plant by Shalimar
Paints in Calcutta (now Kolkata) in
1902. Small producers and two foreign
corporations dominated the business
until World War II. The domestic paint
business is projected to be worth Rs
500 billion, with decorative paint
accounting for about 75% of the
market.
AUGUST 2021 | 15 | www.insightssuccess.in
18. The decorative paint market is divided
into several categories based on the
nature of the surface, such as external
wall paints, interior wall paints, wood
finishes, enamels, and supplementary
items such as primers, putties, and so
on. Asian Paints and Berger Paints are
the two biggest companies in the
Indian decorative paint market, with
the category accounting for more than
80% of their total revenue.
The automotive industry is crucial to
the growth of the industrial paint
segment. The automotive industry has
been the largest consumer of industrial
paints, accounting for 40-50 percent of
total demand. Kansai Nerolac is the
market leader in industrial paints,
accounting for 45 percent of the
company's total revenue. Small,
unorganised paint manufacturers that
cater mostly to the lower end of the
pricing spectrum nevertheless hold a
30-35 percent share of the entire paint
market.
The paints industry uses about 300
basic ingredients in its manufacturing
process (50 percent of which are crude-
based derivatives). The sector benefits
from lower crude prices because most
of the raw ingredients are petroleum-
based. The key forces driving the
growth of the organised paint industry
include an increase in average middle-
class disposable income, urbanisation,
a larger rural market, a shorter
repainting cycle, and an increase in
sales of premium-end products.
Researching the Paints’ Sector
Supply: In both the decorative and
industrial paints areas, the supply
surpasses the demand.
Demand: In FY19, India's per capita
paint usage was 4.1 kilogram. Despite
the enormous scale of the market,
India's per capita consumption of
paints is considerably behind the
global average of 13-15 kg per capita.
As a result, the domestic market has a
lot of space to grow in the long run.
Barriers to entry: High because the
brand, distribution network, and
technology are all important.
Bargaining power of suppliers:
Because petroleum-based derivatives
and particular solvents are key raw
material inputs, the cost is high. Crude
prices are determined by global
demand-supply dynamics, whereas
Titanium Oxide is in short supply.
Competition: High. Because there are
so many competitors in the organised
market, there is fierce competition.
Threat of Substitutes: Low to Medium
Intensity Limestone's application as a
replacement is restricted to rural areas.
There is no practical substitute for
paint in urban marketplaces. Wallpaper
isn't particularly popular.
Prospects
• On the strength of solid expansion
in the Indian economy, the Indian
paints sector is predicted to rise
steadily in the near and medium
term. During the forecast period of
2019–2024, the Indian paints and
coatings market is estimated to
grow at a CAGR of 8.6%.
• With a fast-growing middle class
and overall population, India's
young population poses a big
opportunity. The Indian middle
class is predicted to account for 17
percent of global consumption by
2030, thus driving demand for the
paint sector.
• Smaller cities and towns have
been rising at a quicker rate than
metro and tier I cities in recent
years. The paint industry's
expansion in these areas will be
fueled in the future by an increase
in disposable income, incremental
consumption expenditure, and the
development of rural markets.
• The paints sector will benefit from
increased demand from the
construction industry, as well as
increased infrastructure activity.
• On the back of the government's
affordable housing initiatives, the
decorative paints category is
predicted to rise at a faster rate.
The government's emphasis on
infrastructure development will
also help to support the market for
industrial coatings.
• The Indian government's Make in
India project intends to raise the
manufacturing sector's
contribution of GDP from 16
percent to 25 percent by 2022,
from its current level of 16
percent. By 2025, the
manufacturing industry has the
potential to exceed $1 trillion in
revenue. These variables are
projected to enhance industrial
paint use dramatically.
• In recent years, several paint
companies have entered the
waterproofing and construction
chemicals market. In comparison
to China's US$ 22 billion
waterproofing business, India's
market is relatively underutilised
at US$ 0.7 billion. As a result,
there is plenty of possibility for
growth in this sector over the next
15-20 years.
• Along with construction
chemicals, paint companies have
joined the adhesives sector in
recent years, potentially allowing
them to access huge B2B and B2C
channels while also using their
existing distribution network.
Some paint producers, who have
hitherto been minor players in the
adhesives and sealants business,
seek to increase their market share
in the coming years, thereby
intensifying competition.
AUGUST 2021 | 16 | www.insightssuccess.in
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21. In recent times, growth in India’s paint sector has been
an outlier in the overall domestic consumer space. The
industry has been witnessing a gradual shift in terms of
consumer preferences from the traditional whitewash to
better quality paints. Besides, it is also witnessing healthy
competitive environment, where players are applying
different strategies to tap the growing demand in the market
for a larger regional share. Additionally, rise in disposable
income of the average middle class, urbanization, growing
rural market, shortening of repainting cycle, upgradation,
increase in sale of premium-end products and launch of
many innovative products are the major drivers that are
pushing the growth of the organized paint industry.
British Paints brings with it the proud legacy of 100+ years
in Industrial and Architectural coatings with 1000+
appealing shades to match every space, mood, and taste.
British Paints is headquartered in Delhi and has been
serving varied project verticals that include both the
Industrial and Retail sectors. With 56+ branch offices and
12,000+ channel partners spread over the length and
breadth of the country, the wide palette of Decorative and
Generic Industrial Paints and Coatings are what makes
British Paints people’s choice. The dedicated manufacturing
units are located in Uttar Pradesh, Jammu & Kashmir,
Andhra Pradesh, and Assam which also strengthen the pan
India reach and functioning.
The wide range of products gives 360-degree solutions to
interiors and exteriors of homes along with enamels. The
waterproofing, wall putty, distemper, primers range, etc.
makes British Paints a one-stop solution. Backed by a
dedicated team of professionals with rich and valued
experience, British Paints brings its customers, top-notch
coating and décor solutions. Various campaigns by the
company touch the hearts of the masses and make the
vibrant colors of their homes with the tune of happiness as
they say ‘Rang Gungunaye’. It captures the intuitive
happiness of a home that buzzes around with all the
emotions inside it while creating happy memories to nurture
for a lifetime. Read along to learn more about British Paints
and its place in the Indian Paint Industry.
Mentioned below are the highlights of the interview:
Brief us about Mr Yogesh Bhatia and shed some light on
his professional tenure.
Mr. Yogesh Bhatia holds a vast experience of 26 years in
the field of Sales and Marketing. His journey started with
Sales in Crompton Greaves from the year 1995-1998.
Presently, he is working with British Paints (A division of
Berger Paints India Limited) & handling both Decorative &
Industrial domains as a Chief Operating Officer (COO). It's
been a remarkable journey of almost 15 years with the
brand & he aims to take the brand to the next level amid
various competitive challenges.
What made you venture into the Paint and Coating
Space?
Coming from a background of working in the
Electronic/Consumer goods and Sanitary ware industry
(from 2011-18) and then venturing into the paints and
coatings segment, I have always felt that the paint market
has been dynamic on a day-to-day basis. The challenges
faced on the customer front, the quick reflexes, or one-can
say actions that happen here require one to keep themselves
self-attaining to adapt to the complex situations. And this
environment helps one to become a dynamic individual
while contributing to overall growth and development.
What kind of offerings do you provide to your clients?
We serve our customers with a diverse range of warranted
Decorative and Industrial coatings. Our All-Rounder Range
gives all-round protection to both interiors and exteriors,
which makes it pocket-friendly with a whole range of
advantages such as Bacterial and Virus resistance, Color
retention properties, Hi-Sheen, Silicon Protection, etc. Our
Interiors and Exteriors range includes smart range like
Splendor Luxury Emulsion, Glamour Anti Stain, Glamour
Advanced Premium Acrylic Emulsion that provides Silk-
like Sheen, Shingar All Rounder which is suitable for
British Paints
india
India's Most Admired Paints & Coating Companies-2021
Offering a Wide Palette of Decorative and Generic
Industrial Paints and Coatings
AUGUST 2021 | 19 | www.insightssuccess.in
22. exterior & interior with 3 Years of warranty, British
Advanced Emulsion that provides rose fragrance and keeps
the interiors refreshing & many others.
Our latest addition in Exterior Emulsions i.e., Expa Floor
Coat is designed specifically for application on Exterior
Floor Tiles. It is reinforced with Special Silicone Emulsion
to offer outstanding Water Resistance, Scrub Resistance
with Enhanced adhesion over Terrace Floor Tiles, Cement
Tiles, or any other plain cement surfaces. Our Expa and
Shingar series in the Exteriors range is equally fascinating
and comes with various unique and beneficial features.
Apart from this we also offer Enamels Range, Distempers,
Wall & Metal Primers, Putty, Wood Finishes, Water
Proofing, etc. We provide expert solutions to satisfy our
customers and keep them happy in long run by ensuring the
best quality products and services.
What kind of challenges have you faced while entering
the paint and coating?
Life is nothing without challenges & just like any other
industry, the Paints & Coatings segment is also not an
exception. The very first challenge that one will have to
overcome and win over is to attain market intelligence. It is
of utmost priority and importance. The ever-changing and
developing competition keeps one on their toes at all times
be it product innovation, revising pricing strategies, or even
distribution. Another challenge that comes with the
distribution front is to gain and hold on to your customers
who are always being lured by the competitors. To survive
and excel one needs to keep rebooting and expanding
knowledge to be an All-Rounder themselves.
Where do you envision your company to be in the long
run and what are your future goals? How do you plan to
embrace the changes happening in your industry?
With a vision to be a customer-friendly brand with products
that give satisfactory at affordable prices, my future goal for
British Paints is to expand our distribution level to make
our diverse products reach our customers at a faster rate and
efficiently to provide them a 360-degree solution for all
their woes. We look forward to catering to the changing
needs of our customers with our innovative products and be
cautious about going green to be an environment and eco-
friendly paints brand. We are also aiming to inculcate anti-
viral and anti-bacterial coatings to be a healthy choice for
our end users and protect them in the long run. Moreover,
the changes are inevitable, paints industry has seen a major
turn of events on that front be it product innovation or
increasing reach or penetration of the products, we would
stand tall and continue our legacy of 100+ years to add
happy colors to everyone's life.
What is the current industrial scenario of the Indian
Paint and Coating space?
Like every business, the Indian Paint and Coating space
was also hit by the effects of the pandemic, but the market
curve is bound to rise from here on. People are back in the
market space with the ‘revenge shopping’ psychology to
make up for the missed opportunities. This is giving birth to
a huge market rise and we are getting geared up to make the
most of it. Undoubtedly there is plenty of headroom in tier
II, III, and IV towns, as a result, they are growing at a faster
clip for the paint markers. We are looking forward to and
hoping for the best in the coming years.
“
Life is nothing
without challenges.
The ever-changing
and developing
competition keeps
one on their toes
at all times
“
AUGUST 2021 | 20 | www.insightssuccess.in
25. S
tudying the psychology of art
and aesthetics helps in gathering
better knowledge about the
perception and experience of the visual
arts, music, film, literature, design,
environment, and so on. Art is a human
form. Accordingly, aesthetics is also
fundamentally a psychological process.
It is entirely personal how we perceive
different things.
Human psychology is very intricate
and depends on various factors such as
the person’s mood, their mindset, their
perceptions, and so on. Keeping this in
mind, let us explore different forms of
psychology related to aesthetics:
Colour Psychology
Colours act as powerful force in our
lives. It has various effects on our
bodies and minds. Perception of
different colours may be subjective;
however, some colour effects bring a
universal meaning.
Colours in the red colour spectrum are
known as warm colours. These include
red, orange, and yellow colours. These
are warm colours which evoke a
variety of emotions ranging from
feelings of warmth and comfort to
feelings of anger and hostility.
On the other hand, colours in the blue
spectrum are known as cool colours,
which include blue, purple, and green.
These colours bring out different
emotions such as calmness but can also
include the feelings of sadness or
indifference.
Colorology is a holistic and alternate
form of treatment, in which colours are
used for treatment purposes:
• Red colour helps in stimulating the
body and mind to increase
circulation.
• Yellow is used to stimulate the
nerves and purify the body.
• Orange can assist in healing the
lungs and in increasing energy
levels.
• Blue is used to soothe illnesses
and treat pain.
• Indio shades can help in
alleviating skin problems.
Colour psychology also plays an
important part in branding and
marketing. Using the right colour can
help any brand to show off its
‘personality’ and make the right impact
on the target audience.
Colours help in branding and
marketing because they have a direct
impact on the customers. They also
help in creating a good identity for a
company. Colours are not only a type
of visual aid, but are also used in
conveying emotions, feelings, and
experiences.
Psychology in Design
Before designing any structure,
architects or designers always focus on
the psychological principles of human
behaviour, aspirations, and
motivations. If a designer applies
psychology in the creative process of
constructing any structure, it gives
them a clear idea of the target
audience. Accordingly, they focus hard
and deliver better and impactful end
products.
For any product to be a success among
the customers, companies should make
sure that the design should be simple
and not too complex, so that it does not
distract or confuse the audience. The
design should be able to convey the
desired message of the company.
Similarly, if the design of any
commercial space is simple and is
devoid of too many complexities, it
attracts the audience and keeps them
hooked to the details. Efficient interior
designs are also essentials to attract the
attention of the customer or other
audience.
To ensure impactful designs at
workplaces, companies should
understand that with too many
complexities, there will be an increase
in the cognitive load for the users. It is
essential to keep things simple so that
the audience is satisfied.
Font Psychology
Typography and font size play an
important role in influencing the
audience or reader’s decision
subconsciously. An excellent typeface
can create a solid visual hierarchy,
compliment the graphical balance, and
act as the centrepiece of the design.
A dedicated typography strategy can
help in creating unique branding and in
empowering user experience. It can
also influence people through emotion
and direct attention. Therefore, using
supportive fonts throughout a
workspace can help in successfully
telling a story (through notices on
walls, instruction, and so on).
Adequate font styles and sizes can help
companies to effectively share the
information. They can also help in
directing attention, guide the audience
with efficiency, and help in structuring
the information properly.
The primary objective of any
commercial space is to attract the
audience’s attention and to keep them
hooked to their establishment be it a
website, a company, or an office.
Human psychology plays an important
part how an individual perceives
things. Keeping in mind the various
aesthetics mentioned above,
commercial spaces can utilize them to
achieve better outcomes.
- Ananda Kamal Das
AUGUST 2021 | 23 | www.insightssuccess.in
26. Grand Polycoats
High-Performance Protective Paints & Coatings
The objective of a coating is to provide a film that
will give protection and decoration to the surface
being painted. The success of any paint application
is governed by not only the product quality, but also on
parameters such as surface preparation, method of
application, film thickness applied and environmental
conditions at the time of application.
There are two main factors that regulate the performance of
a protective paint system, mainly the nature of the coating
and the degree of surface preparation. The optimum
performance of any coating is directly dependent upon the
correct and thorough preparation of the surface prior to
coating. The most expensive and technologically advanced
coating system will fail if the surface pre-treatment is
incorrect or incomplete. Hence, it is of vital importance that
all parameters are taken into account in designing a product
to ensure zero to minimum failures.
Grand Polycoats is one such manufacturer of exclusive,
high performance, specialty coatings, based on
Polyurethane, Epoxy and Special Polymers’ chemistries.
From its humble origin, the company has grown into a
prospective giant. Read along to know more about how
Grand Polycoats has risen to become one of the leading
industrial paint manufacturers in India.
Mentioned below are the highlights of the interview.
Describe about your company in detail.
Grand Polycoats’ story began in 1981 when we first
introduced high performance polyurethane coatings into the
industrial paints and coatings space that had never seen this
technology before. Fast-forwarding to today, we are a
leading manufacturer, exporter, supplier and service
provider of industrial paints and coatings with a customer
base of over 1700 strong. Our mission is to bring Perfection
in Protection as we prioritize developing customized
solutions to protect our customer’s assets.
We serve a variety of industries such as Agriculture,
Automotive, Construction, Defense, Power & Electrical,
Railways, etc. with our range of technologies including
traditional and high-performance Polyurethane Coatings,
specialized Epoxy Coatings for high chemical resistance,
highly flexible Elastomeric Polyurethane Coatings, very
quick drying Polyurea Coatings, a variety of Floor Coatings
and Special Polymer Coatings for very specific
applications.
Our company was built on a single mantra, Profit, Growth
and Happiness. We believe these are the key attributes in
building a long term and sustainable business. Over the
years, with a mix of cultures, values, from our team
members, the GP Family continues to hold on to this mantra
as we stride ahead in our field.
Brief us about Mr Bharat Chokshi and shed some light
on his professional tenure.
The company was founded by Mr. Bharat Chokshi,
Chairman and Managing Director. With no prior
background, he started the business by formulating paint in
the kitchen of his home determined to make coatings that
competed with the best in the world. He started by
approaching large plants such as GACL, then IPCL and
IFFCO Kandla, which faced major problems due to
corrosion. Working in tandem with contractors, he
convinced these large corporations to use high quality and
more expensive two component polyurethane paints instead
of the traditional oil-based enamel paints. Later, he forayed
into the OEM (Original Equipment Manufacturer) space as
manufacturing ramped up in India. This led to a major
growth trajectory in the story of Grand Polycoats. Today,
Mr. Bharat Chokshi, along with his son, Mr. Ankur
Chokshi, lead the company from the forefront into a variety
of new segments such as oil and gas, powder coating, and
retailing.
What made you venture into the Paint and Coating
Space?
I saw a huge opportunity in this space. India was still an
underdeveloped economy back in 1981 and having traveled
to other parts of the world, I could envision the potential of
this industry as our country would develop over the years. I
had no prior knowledge of this industry, but with a degree
AUGUST 2021 | 24 | www.insightssuccess.in
27. in chemistry, I was always intrigued in working with
various chemicals to solve problems. I saw huge potential
in this industry, so I started working in that direction
without ever looking back.
What kind of offerings do you provide to your clients?
We pride ourselves in providing a customized high
performance coating solution. These solutions help solve a
variety of problems but can largely be grouped as providing
protection along with aesthetic appeal. The coating industry
is a highly technical industry where each client has different
specifications based on their application.
Some may be painting a steel pipe, whereas others could be
painting a small component part of a larger auto assembly.
For this very reason, it is very important to customize and
innovate to always provide the client with the most efficient
product while still surpassing their performance
requirement. Our product offering ranges from highly
chemical resistant epoxy coatings to highly durable
fluorocarbon-based coatings that provide a life in excess of
25 years. We offer the full range of paints and coatings that
are required for solving the client’s problem.
What kind of challenges have you faced while entering
the paint and coating?
As with all things in life, challenges have always been
persistent, but it is with the motivation of our team that we
have gotten through all of these challenges. Different times
called for different challenges. In the very inception of the
company, challenges faced were more towards sales and
winning people’s trust so they would give you an
opportunity to serve them with your products. This was
especially challenging because I had no track record to
boast of, but with time and lots of hard work, consistently
solving their problems, I was able to gain their trust and
build a sustainable business with our clients. Today,
especially now, supply chain is one of our biggest
challenge. The COVID-19 pandemic coupled with many
other issues has completely disrupted the world’s supply
chain and hence made raw material availability a big
problem. Our team at GP though, has been doing a fantastic
job at managing this crisis and ensuring excellent customer
service.
Where do you envision your company to be in the long
run and what are your future goals? How do you plan to
embrace the changes happening in your industry?
Grand Polycoats is currently seen to be a partner of choice
by Indian engineering equipment manufacture Entity and
we would further like to consolidate this position in the
broader market. We aspire to become a highly integrated
player in the paints and coating space by becoming self-
sustaining wherever possible and are very focused on doing
so. From a market approach standpoint, GP will be
expanding its footprint and will strengthen its position in
the industries we already play in. We have already forayed
into a variety of new segments such as powder coatings and
retail business, so in the medium to long term we will be
consolidating our position in these markets as well as
integrate by working with our other business units.
As far as embracing changes is concerned, Grand Polycoats
has always been a trend-setter and not a trend-follower. In
1981, we pioneered the use of Polyurethane coatings for
Having a positive,
highly charged and
motivated team can
help a company get
through any challenge
“
“
India's Most Admired Paints & Coating Companies-2021
Mr. Bharat Chokshi
Chairman and Managing Director
AUGUST 2021 | 25 | www.insightssuccess.in
28. protecting our fertilizers and chemical plants and changed
the way in which the assets were protected.
Again in 1998, we introduced high-performance coatings to
the engineering equipment manufacturers and redefined the
market space. We were also the first to introduce Polyurea
coatings for water tunnels to protect the concrete walls from
the abrasion of the extreme velocity of water containing
high levels of silt.
The last example I would like to quote is the way in which
GP had developed a special coating for India’s space
program in only six months, making us only the third
manufacturer in the world to produce that coating.
Thus, it is this pioneering spirit of Grand Polycoats that
differentiates us from the rest of the industry and allows us
to push far above our weight in the industry.
We have always been a technology driven company, both,
in terms of technologically superior product offerings and in
terms of accepting and embracing the shift in the times of
technology. This has always enabled us to ride the wave of
change without many hurdles. Last, but surely not the least,
having a positive, highly charged, and motivated team, can
help a company get through any challenge.
What is the current industrial scenario of the Indian
Paint and Coating space?
As I mentioned earlier, the COVID-19 pandemic has
brought upon quite a lot of changes to the landscape of
Indian paint and coating space and will continue to do so at
least till the end of this year. The disruption of the world’s
supply chain has had many rippling effects across our
industry especially here in India. India has always been a
low-cost producer/provider of many products/services and
with low costs come even lower input costs. Due to this,
many global players have decided to restrict the allocation
to India and jacking up the prices. This has led to a death
trap of high input costs, but only a marginal increase in the
pricing. This landscape is highly tricky to maneuver
through especially for smaller manufacturers who do not
have a wide customer base. We hope and wish these
changes soon though, as things settle down. India should
also look to shed the image of being a low-cost producer of
goods and services not only to raise the per capita income,
but also to rise in the ranks of a highly competent nation
that delivers high quality products. For this, everyone in the
value chain needs to recognize that paying for performance
build a healthy ecosystem in the long run.
How Technology has Helped the Paint and Coating
Space Worldwide?
Paint and coating technology is always driven by the
customer’s need, change in the aspirations of end users,
economy, ecology, regulations, etc. Hence, paint technology
has undergone constant innovation to meet these
challenges.
India loses approximately Rs 10,000 crores every year due
to the corrosion and corrosion related problems faced by
many industries. That is when coating formulators like us,
have to work continuously to innovate and come up with
newer and better technologies to reduce those losses.
Recently, when the world experienced COVID-19 and its
devastating effect, besides medical science, coating
technology also chipped in by developing a product that
protects surfaces from viruses for up to 90 days.
Similarly, as industrial activities increased, users wanted to
reduce cost and time of application. This led to the birth of
technologies such as mastic coatings that require lesser
surface preparation, and unicoat products, which combined
the performance of two coats into a single layer of coating.
The concept of smart cities and the push towards better
quality of construction lead to the development of super
durable product for preserving the aesthetic for a longer
duration of time. This included technologies such as PTFE
or fluorocarbon technology, anti-graffiti coatings, self-
healing coatings and many more such technologies.
Another example being due to the change in environmental
norms and in trying to make our environment greener, some
hazardous chemicals such as lead, chrome, silica, asbestos,
etc., were banned. This led to the development of alternate
coatings that were lead and chrome free, heavy metal free
and RoHS compliant. The biggest example of innovation
due to environmental norms is the change from solvent-
based coatings to water-based coatings with equal or even
superior performance.
Work is currently under progress on many new technologies
such as nano technology products offering extremely
superior properties, self-detectable coating, self-healing anti
corrosive coating, colour changing coatings, etc. So, as a
result, technology has and will continue to be at the core of
the coating industry. It keeps pushing the limits of
technology to answer to any challenges or demands or
aspirations of the end users.
AUGUST 2021 | 26 | www.insightssuccess.in
