AkzoNobel: Eco Premium Solutions

Rajiv Rajgopal


"On the product side, we are fully focused on developing technologies that offer clear sustainability benefits. In fact, by 2020, we aim to achieve a revenue share of at least 20% from products with a sustainability advantage for customers Rajiv Rajgopal, Director-India and South Asia Cluster, Decorative Paints, AkzoNobel"

Sustainability in products and manufacturing
At AkzoNobel, we know only very well that our future hinges on our ability to do much more while using less. More innovation, less traditional solutions; more renewable energy and materials, less fossil-based raw materials; more value chain focus, and less inward thinking. As a leading global paints and coatings company, and a major producer of specialty chemicals, we supply essential ingredients, essential protection and essential colour to industries and consumers worldwide. The tenets of sustainability are an integral part of our business strategy and culture. We maintain our intention to lead by example by improving the environmental/social performance of our products and processes, which we measure through our development of eco-premium solutions. They are a fundamental driver of our intent to create more value from fewer resources and minimize the environmental footprint of the products we sell and the processes we use to manufacture them.

Dulux brand of non-toxic paints
One great example sits in our exterior paints portfolio - Dulux Weathershield Protect paint, which reduces the temperature of external walls by up to 5°C, substantially reducing the need and level of air conditioning inside. The Solar Reflective Index (SRI) of this range of paints is double compared to regular exterior paints, thus reducing the heat built-up inside houses. Our latest offering, Dulux Professional Weathershield Express, is another testament to AkzoNobel India's commitment to the tenets of sustainability. This unique product is capable of reducing water usage by 50% as it eliminates the need of a primer for surface penetration. It thus enhances the productivity of projects by up to 30%, in addition to reducing surface temperature by up to 5°C.

All brands from AkzoNobel focus on quality, aesthetics and high performance in terms of longevity, washability and stain resistance, anti-colour fading, water proofing, ease of application, faster drying times, low volatile organic compounds (VOCs), odour, and so on. More than 80% of our decorative paints are water-based or low/zero VOC (as opposed to solvent-based). All Dulux paints are free from any added lead, mercury or chromium compounds, underlining the importance that AkzoNobel gives to caring for our ecosystem and planet.

Dulux Velvet Touch

Our other signature products in the Decorative Business portfolio such as Dulux Velvet Touch, Dulux SuperCover and Dulux Satin Stay Bright in the interior paints segment, and Dulux Weathershield portfolio in the exterior paints segment, are in line with our promise of reducing VOC levels in the environment.

Voluntary green building certifications such as LEED and GRIHA help to increase the acceptance, use and development of new technologies designed to assist in meeting these new green standards. AkzoNobel India is committed to these standards. We also continue to accelerate our development of eco-premium products. Our efforts have been recognised and appreciated by all. AkzoNobel has been ranked top of the Dow Jones Sustainability Index in our industry group for the last four years and has been in the top three for a decade.

Price factor
Nowadays, consumers are more aware of their surroundings and their responsibilities. It is not enough for them to just buy products; they want that added benefit and if it helps them support the conservation of the environment, they are happy to pay a premium for it. To underline our commitment to our planet, we do not charge a premium on a lot of our products under the Dulux brand that are free from any added lead, mercury or chromium compounds. Consumers are cognizant of the environmental degradation and potential damage to their health as a result of using products that are toxic. Owing to this increase in consumer awareness, the market is more receptive now towards sustainable and eco-friendly offerings.

premium for the green products. To underline our commitment to our planet while all our products under the Dulux brand are free from any added lead, mercury or chromium compounds- we do not charge a premium to our competitors on a lot of our products in our portfolio.

Growing Awareness
Consumers are cognisant of the environmental degradation and potential damage to their health that is taking place as a result of using products that are not toxic. Owing to this increase in awareness among the consumers, the market is more receptive towards more sustainable and eco-friendly offerings. We strongly adhere to our commitment to environmental protection and comply with the highest quality standards. We maintain our intention to lead by example by improving the environmental/social performance of our products and processes, which we measure through our development of eco-premium solutions. They are a fundamental driver of our intent to create more value from fewer resources and minimize the environmental footprint of the products we sell and the processes we use to manufacture them.
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