AkzoNobel India forays into
the mass market
AkzoNobel, the global leader for paints
and coatings and the maker of Dulux
paints, announced its entry into the mass
market for the first time with the launch
of ICI Magik.
“In India, our decorative coatings business will continue to leverage the strength of
both its brands, Dulux and ICI,” said Amit
Jain, managing director, Akzo Nobel India
Limited. “While products from the Dulux
cluster will be in the premium and mid-tier
segments, those from the ICI cluster will
specifically be focused on the value segment.”
A unique product which promises to
revolutionize the mass market for paints
in India, ICI Magik is an acrylic paint,
which offers consumers benefits in the
economy category with its smooth finish, exhaustive shade range offering a
palette of 1,500 distinctive shades and
enhanced brushability. Also a first for its
category, ICI Magik has low VOC and
low odor content.
“The decorative category in India is
complex, with a multitude of consumer
needs,” said Jain. “We are segmenting
our brands to leverage the opportunity.
With the launch of ICI Magik in India,
for the first time there is a superior value
proposition in the mass market distem-
per segment.”
Supported by a comprehensive mar-
keting plan, AkzoNobel India is aggres-
sively promoting ICI Magik by rolling it
out pan-India. To educate the primary
users about the new product, AkzoNo-
bel India plans to conduct painter carni-
vals called “Magik Melas” where the
painters and contractors will get to ex-
perience ICI Magik through product tri-
als. Product information will be shared
and introductory offers would be an-
nounced as part of the Mela.
and coatings. The factory expects annual
production output of 15 million liters of
paint and 3,000 tons of powder coatings.
“Local production is needed to sustain
the sales growth and to fully meet the demands of our Russian customers,” said
vice president of Jotun, Svein Stolpestad.
Jotun said that if the project goes well,
then the production capacities will be
doubled. Jotun Paints is the first resident
in the industrial area of the new park
complex located approximately 20 kilo-
meters south east of St. Petersburgh.
Jotun takes root in Leningrad
region
Norwegian paint major Jotun AS signed a
land sales contract through its Russian
daughter—OOO Jotun Paints—for a nine
hectare land plot in Fyodorovskoye industrial park.
The agreement is seen as a first step to
raise a factory for the production of paints
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