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JSW Paints enters Odisha market



As part of its national scale-up, India’s environment-friendly paints company and part of the US$13 billion JSW Group, JSW Paints, has entered the Odisha market.

Launched in 2019, JSW Paints has so far established a strong presence in the Southern and Western parts of India. It is now scaling up its operations in the Northern, Central and Eastern regions to become a pan-India player.

 JSW Paints has begun rolling out its all water-based portfolio of paints, comprising 1808 colours, in Bhubaneswar. The company aims to establish a strong presence across all local markets in Odisha by March 2022.

JSW Paints has earmarked an investment of Rs 750 crore to scale-up its operations across Northern, Central and Eastern regions. These investments will be utilized to expand current paint-manufacturing capacities aimed at servicing the customers’ demand in Odisha and other new markets as well as on marketing and distribution initiatives, company sources said today.

Commenting on its entry in Odisha, Anuradha Bose, Vice President – Marketing at JSW Paints said, “We are pleased to offer every home in Odisha the advantage of Any Colour One Price as part of our market entry in this beautiful State.  For the first time in India, our customers, here, will benefit from pricing transparency while choosing colours for their home. With a focus on being environment-friendly, our water-based range of paints for all surfaces including wood and metal will ensure that we cater to painting needs of every home in this State.”

Stating that every product of JSW Paints packs global best practises and better features in comparison to current offerings in the market, JSW Paints Vice President (Sales) Srivaatsan Vijayaraghavan said, “In Odisha, the customers’ involvement in the selection of paint is growing. In order to ensure that our consumers have easy access to our product portfolio, we are putting in place a robust network of retailers across Odisha. The idea is to help our consumers to make their paints and painting journey Simple, Swift and Sure.”

Through JSW Paints’ ‘Any Colour One Price’ proposition, the company offers 1,808 colours at the same price. This is an industry-first offering that has disrupted the entire paints market. This unique proposition will be brought alive with an integrated marketing campaign that will be rolled-out in Odisha soon. The marketing campaign will have a strong on-ground connect with our consumers, channel partners and influencers.

JSW Paints offers water-based paints under the product range Halo, Aurus and Pixa. Halo Aquaglo is the company’s offering for wood and metal surfaces. In addition, it also offers waterproofing products under its IBlok range. It is the only company in India to offer a complete water-based product portfolio. Being environment-friendly, these paint products use no solvents, are low on VOC and family-friendly.

As part of its services in the Odisha market, consumers can avail the help of JSW Paints Buddy service where the company representative will offer personalized assistance to customers regarding their paint-related queries at the customer’s doorstep. The Colourvista Touch mobile app is designed to visualize colours in a customer’s home space, making it convenient for them to take decisions.

The company currently has two manufacturing units, an Industrial Coatings facility at Vasind in Maharashtra and Decorative Paints facility at Vijayanagar in Karnataka with a combined capacity of 115,000KL per annum. Within a short span of time, it has already become the largest Industrial Coil Coatings company in India.

JSW Paints, which presently has 1.5 per cent market share in organised paint market, aims at taking it to 3-4 percent by the end of the current fiscal and to be among the Top 3 players in the organised paint sector in the next five years, said Vijayaraghavan at a virtual meet today.

JSW Paints is endorsed by well-known Bollywood actors Ayushmann Khurana and Alia Bhatt.

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