Kuldip Raina - Director, Sales & Marketing, Shalimar Paints, discusses the growing demand for the latest waterproofing and paint solutions in both Metros and Tier 1&2 cities.

What innovation and technology has been deployed by Shalimar Paints to offer the latest waterproofing solutions for homes?

What innovation and technology has been deployed by Shalimar Paints
Innovation is at the core of our approach to offering advanced waterproofing solutions that are developed at our newly functional R&D centre. Our latest waterproofing solutions are an amalgamation of advanced elastomeric properties with fibre reinforcement to provide unmatched crack bridging coverage and durability.

Our products feature crack-bridging technology, which effectively prevents cracks as big as 3mm from forming, thus preventing water seepage and structural damage. This technology enhances the longevity of waterproofing coatings and minimises the need for frequent reapplications.

Our Zero Damp Advance comes with dual seepage resistance for protecting houses from both interior and exterior seepage, and is especially recommended for houses in areas with high exposure to water, say, due to poor drainage or irregular maintenance, or houses in areas that experience high rainfall.

What is the company’s strategy to capture market strength in key Tier 2 & 3 markets?

At least 65% of the substrates and walls in rural areas are yet to be painted, which indicates a huge future demand for paint consumption with the increase of disposal income in these clusters. Further, with the rising demand for real estate in Tier 2 cities, they’ve become crucial geographies for paint brands to target and capture for continuous growth.

With the extreme weather conditions and weaker infrastructure, the need for advanced waterproofing becomes crucial in these markets. We are rapidly expanding our presence deeper into Tier 2 & 3 cities, pan India, for the growth opportunities present there.

As regards our strategies, we believe that on-ground engagement for painters’ awareness is a key factor. At Shalimar Paints, we have devised a mobile training van that covers different cities across UP and Bihar to educate painters on our new painting and waterproofing techniques, our key product benefits, and applications.

Shalimar Paints
While all major players in the ecosystem offer waterproofing solutions, it is essential for all of us to bring new, innovative offerings that cater to changing demands of the consumers with affordability as a key factor.

Kuldip Raina

Affordability is a key consideration in Tier 2 and 3 markets; here, households and builders are demanding feature-loaded products at an affordable price point. We are ensuring that all our products, including the latest waterproofing solution, strikes a balance between cost-effectiveness and product viability.

Since real estate in Tier 2 geographies varies from metro cities, there is demand for varied solutions that can cater to the diverse needs of the consumers. For waterproofing, we have developed Zero Damp Advanced since in Tier 2 cities the concept of independent houses continues to prevail. Zero Damp Advanced provides dual seepage resistance for protecting houses from both interior and exterior seepage, while our Home Protect waterproofing range offers solutions for different degrees of moisture in walls.

What challenges and opportunities are foreseen in the paint industry as brands strive to meet the growing demand for innovative waterproofing solutions, while ensuring affordability?

What innovation and technology has been deployed by Shalimar Paints
According to a report by Mordor Intelligence, the Waterproofing solutions market in India is estimated to be at USD 1.18B in 2024 and expected to grow to USD 1.81B by 2030. This astonishing growth will be led by R&D and Innovation. The evolving needs of consumers has made it inevitable for brands to offer a variety of offerings with customisable features which are also environment friendly. New-age consumers in both Tier 1 & Tier 2 markets demand feature-loaded innovative solutions, backed by high-quality research.

E-commerce and digital media are at the forefront of industrial growth in the country. As a legacy paint company, we are leveraging these mediums to drive awareness amongst the end-consumers as well as painters and distributors about new offerings and technological advancements in the industry, etc., making them more aware to make informed decisions.

With geopolitical instability and supply chain disruptions, almost all paint companies are facing sourcing and supply chain problems. This is causing raw material costs to take a hit. However, with increasing competition, brands are keeping the costs competitive, ultimately putting them in the position to absorb changing costs. However, with increasing access to vast amount of data, as brands, we can deploy the same to enhance operational efficiency and supply chain management.

How is the paints industry transitioning to an eco-friendly one?

The paints industry is one of the most dynamic and innovative sectors in the world, with a wide range of applications and products that cater to various needs and preferences of customers. The industry is constantly evolving and adapting to the changing market conditions, customer demands, environmental regulations, and technological advancement.

The industry is experiencing a significant shift towards sustainable and eco-friendly products, driven by heightened awareness and consumer demand for paints that minimise environmental impact and improve indoor air quality. Customers are increasingly seeking paints with low or zero volatile organic compounds (VOCs), harmful chemicals that evaporate from paints and can cause health issues such as headaches, nausea, and respiratory irritation.

According to Research and Markets, the global architectural coatings market reached $71.9 billion in 2020 and is projected to grow at a CAGR of 4.9% from 2021 to 2028. To address this demand, paint manufacturers are innovating with advanced technologies like nanotechnology, smart coatings, self-healing coatings, anti-microbial coatings, and superhydrophobic coatings.

There’s a rising demand for feature loaded products offered at a smart price point especially in the decorative sector. Consumers want a single product that can cater to a variety of their pain points and are increasingly opting/demanding such products from brands.