The demand for paints in construction has significantly increased in India, driven by the booming real estate and infrastructure sectors. As urbanization and development projects thrive, there is a growing need for aesthetically pleasing and durable paint solutions. Addressing these demands, companies like Nippon Paint India have become key players, offering a range of high-quality paints and coatings for decorative, industrial, and automotive applications. The right products play an important role in addressing these demands by offering long-lasting finishes that withstand the diverse climatic conditions prevalent in different regions of the country. Nippon Paint India is one such company that addresses these demands with their range of painting products. The company manufactures and supplies high-quality paints and coats for residential, commercial and industrial sectors.
Constrofacilitator recently had an exclusive interview with Mr Mahesh Anand, President, Nippon Paint India (Decorative Division). With over 30 years of experience in the paint industry, he has successfully established Nippon Paint as one of India’s leading Paint brands. Starting as the Regional Sales Manager in 2006, he played a crucial role in establishing Nippon Paint as a prominent brand in Tamil Nadu and expanding its presence in Andhra Pradesh, Kerala, and Karnataka. Throughout his career at Nippon, he progressed to roles such as Zonal Head for the Southern Region and Vice President-Southern Business Operation. Currently serving as the President, he oversees the operations of Nippon Paint India’s Decorative Division. Mr. Anand is not only recognized for his corporate achievements but also for his commitment to sustainability, holding the title of ‘IGBC Fellow’ for his contributions to the Indian Green Building Council. Additionally, he served as the Past President of the Indian Paint Association and the Past Chairman of the Paints & Coatings Sector Skill Council.
During the interview, he shared insights on the market potential of paint in India, different product ranges, manufacturing standards, innovations in paint products, and much more.
Here are the excerpts from the interview.
1. What is the market potential of the painting market in India and how is the company addressing the Indian market demand?
With a current valuation of Rs 70,000 crore, the industry is poised for substantial growth, aiming to reach Rs 1 lac crore within the next five years. With a market share of between 70% and 75%, the decorative paint industry is very significant and has grown at a constant pace of between 11% and 12% CAGR over the past five years. Nippon Paint India has strategically diversified its product portfolio beyond traditional paints, to tap into the expanding ‘beyond paints’ market. Through Total Construction Solutions (TCS), we can address a wide range of construction needs. In addition, we are dedicated to fulfilling the increasing demand for antibacterial paint to raise the standards of safety and hygiene in indoor areas.
2. Can you describe the key products in your painting product manufacturing line?
Venturing into the Construction Chemicals sector this year, we concentrated on three key segments: during construction, post-construction, and engaging in repair and maintenance. Tailoring solutions to each segment, we provide comprehensive offerings falling into broad categories such as dry mix, repair and maintenance, construction chemicals, waterproofing, and more. In the current era of wellness and sustainable living, paint has undergone a transformation to foster a healthier indoor environment.
In alignment with the most recent cool roof policy in Telangana, we are proud to highlight the continued success of Walltron Hydroshield Damproof paint. Launched over two years ago, this innovative product remains at the forefront of our commitment to reducing interior building temperatures and contributing to the region’s sustainability goals. Notably, this specialty paint guarantees consumers a temperature reduction of 7 to 10 degrees and comes with a 10-year waterproofing warranty. Furthermore, for a safer and more sanitary interior environment, Nippon Paint Aircare VG, an anti-formaldehyde interior emulsion enhanced with Silver Ion Technology, provides exceptional antibacterial performance by efficiently combating viruses. We expect strong interest in our water-based paints and low-VOC products through 2024 due to the growing demand for these goods.
3. What innovations or improvements has the company introduced in its painting products recently?
Environmental awareness and sustainability are the main topics of recent advancements. Recent technological developments, such as the introduction of Hydroshield Damproof paint for temperature reduction and anti-formaldehyde emulsion for a household free of bacteria, are in line with environmental needs. At the moment, eco-friendly paint alternatives are found to be comparable to conventional paints. During the height of COVID-19, Nippon Paint Aircare VG is another one of our most recent launches.
4. How does the company ensure quality control in the manufacturing process of its painting products?
The facility incorporates both the Strong Manufacturing Programme (SMP) and safety protocols, essential components of the Nippon Paint manufacturing process. To provide the best quality in compliance with Japanese requirements, SMP is essential in upholding adherence to global manufacturing standards. Nippon Paint upholds quality control through “Green” certification for its manufacturing process, awarded by the Confederation of Indian Industry (CII) under the GreenCo Gold Standard. This distinctive certification sets the company apart and underscores its unwavering commitment to sustainability.
5. Could you provide insights into the distribution channels and partnerships the company utilizes to reach its customers?
Nippon Paint adopts a collaborative approach by actively involving its sales team in extensive interactions with a range of stakeholders, including dealers, painters, consumers, and specifiers. The company is committed to giving its associate dealers, painters, and clients all enjoyable and engaging experiences. Nippon Paint encourages diversity by paying top dealers with automobiles and certifying the offspring of painters who perform well on public examinations. Currently available in 7500 outlets across Tamil Nadu and Karnataka, the brand is well-positioned to increase its market share through e-commerce sites such as Amazon and JioMart. This cooperative approach is often used worldwide, demonstrating Nippon Paint’s dedication in each of the 44 nations where it conducts business.
6. Elaborate on the new skill training programs for painters and XR Painting workshops that have been introduced by the company.
Through programmes like the XR Painter Workshops and the specialised training wing known as “nShakti,” Nippon Paint actively works to empower and uplift artists. With the aim of converting manual painters into mechanised painters, the XR Painter Programme offers thorough instruction, including practical machine training. By using spray painting, this method attempts to decrease paint waste, speed up the learning curve, and make painting easier for artists.
More than 6500 painters registered for training at Nippon Paint this year, with more than 1800 painters choosing to receive their training using Virtual Reality XR at various centres in Tamil Nadu and Karnataka.
7. What is the idea behind nShakti – Training of women painter’s program?
nShakti stands as a women empowerment program dedicated to creating opportunities for women to achieve financial independence. To date, more than 800 women painters have undergone training. The program extends beyond training, providing assistance in job placement, access to paint materials, and nurturing professional growth in the industry. Over 800 women in Tamil Nadu and Karnataka have received effective training from Nippon Paint, shattering the myth that painting is a profession dominated by men. More than a hundred women have found work as painters in various areas, and twenty of them have advanced to the position of contractors, managing painters under their direction and starting their own businesses.
8. What is the company’s vision for the next 5 years?
By implementing sustainable practices throughout all of its national activities, Nippon Paint India hopes to become a global leader in the paint and coatings sector. We proactively fund projects that improve people’s quality of life, working to build sustainable communities that prioritise sustainability, female emancipation, and education. Improving the general atmosphere for nearby towns, dealers, architects, and painters is our main goal.