To find more about the changing colour for the year, Syed E. Hasan caught up with Mr Yatnesh Pandey, Chief Manager – Marketing, Kansai Nerolac Paints Limited. Here are the excerpts of what he shared:
How has the colour trend been shaping up?
The trend has travelled a lot to become speedy to such an extent that people love to change the colour of their interiors almost each year. This is because they consider this as an easier way to bring newness in the house than changing other components like furniture or electricals. It won't be wrong to say that paint has been becoming a niche product and is expected to address specific issues. For instance, if the paint is capable of making the indoor air clean, performing as a mosquito repellent, or making the environment odour-free so as to make the premises livable soon after the painting is over.
Once upon a time, the colour was meant for masses, and buildings were painted in one single colour. Then came the time when different colours for different rooms were preferred, followed by changed colour of ceiling for every room. Off late, we could see different colour for one of the four walls followed by differentiated colours for all the four walls of a room. The trend moves on to bring not less than one designer wall in the living room and drawing room. Now, people opt to have at least one designer wall each in different texture in all the rooms.
Where does Nerolac stand on this front? How different is the market in India when it comes to colour trend?
As far as Nerolac is concerned, we are quite at par with what is going on in the international market. We have a dedicated team, doing extensive research on this front so as to be the frontrunner in the industry. The DNA of Nerolac is innovation across the segments – be it colour, texture, style, retail, project or customer care. Through our research, we want to remove the 'pain out of painting'. We are continuously driving this further and will keep introducing new things to bring ease in our customers' lives.
As far as India is concerned, we are addressing the need of a huge country where the requirements vary with regional taste and preference. Here, the market for every region is different with an all different set of local specifications to be in tune with the local conditions. Same stands true to colour requirements - South has the liking for pastel colours, while North and West go for more subtle colours and opt for tones of white.
Of late, what new has been introduced by Nerolac for Indian market?
We have recently introduced Nerolac Impressions, which is the first range of premium interior emulsions in India that comes with 'High Definition' Colour technology. It makes the colours on wall look far brighter and cleaner than any other standard emulsion. The new Nerolac Impressions with HD colours doesn't just upgrade the house to an exquisite level but also helps in redefining the superior image of the family that stays in. The rich colours and fine quality of the paints beautify the ambience of the house enough for one to stand and admire the creation. In short, Nerolac Impressions switches on life on the walls thereby making house stand apart from the rest.
Actually, the HD magic of the Nerolac Impressions is due to the Micro Embedded Brightness Boosters (MEBB). The MEBB are the finest grades of extenders which are achieved from careful processing of the solid constituent and are added to the paint base. On addition of colour pigments MEBB get locked in the colour particles and produce visibly brighter and cleaner colours along with high opacity making the colours on the substrate look a notch above the colours produced by standard paints. It also enlivens the colours, thus, making it truly High Definition. With all these features, Nerolac Impressions Ideaz is ready to give the walls a complete makeover. A range of varied designer effects from Geometric and Artistic to Metallic and Trendy, will make all the difference.
How important is the role of specifiers in a product like Paint?
The Specifiers have greater value to us as they are the direct customers' contact. They tell us about what is trending among their respective customers. Besides, we also do pilot testing by preparing colour pallets, which we show to these specifiers and they take it forward to their respective clients. We do organize events for them to exchange our views on the latest updates. Recently, we had an architect meet named Earth Matters, where we discussed sustainable building practices at length.
How is the company associated with the country's Clean Environment movement?
We are one of the most active paint partners in the country's green building movement. For the last three years, we have been associated with the CII-IGBC. We have also been partnering with TERI on this front. From the manufacturing point of view, we have developed quite a few ranges which are LEAD-free and come with almost zero VOC. Our latest offering Nerolac Impressions Eco Clean attributes green credentials such as no VOC and no odour, besides being washable, stain resistant, and fungal & bacterial-resistant.
What is Kansai Nerolac's forecast for the year 2015?
Kansai Nerolac remains on the roll, and keeps predicting the trend for the whole year based on the findings of its extremely dedicated design team. Every year, we choose a theme, around which our colour collection for the whole year is predicted. This year, our colour trend has been developed keeping in view the ongoing wedding season. While the newlyweds are gearing up to move into new homes; one thing that tops the couple's mind is the appearance of their new abode. Interior décor for a newly wed's home involves successfully integrating design styles, colour preferences, furniture and other décor elements into one unified look. One can begin with, by taking stock of existing furnishings and accents to determine what could blend well with their new interiors. Painting is the most versatile interior decor tool and can breathe life and infuse freshness into any interior space. A home should reflect the occupant's personality and interests and hence it is important to choose a theme that conveys 'the story of self.' By giving flight to the imagination and a dash of creativity, any new homebuyer can do wonders with his space.
