View Point - ‘The paints industry is expected to reach Rs 24,000 crore’

Sept. 25, 2009 - PRLog -- ‘The paints industry is expected to reach Rs 24,000 crore’

What are the trends in India's paints industry?
The performance and longevity of the paint are extremely important in the exterior paint segment. People are now becoming quite aware of environment protection and there is the eco-friendly trend. At Snowcem, we have always been committed to the cause of the environment, long before terms such as global warming, carbon credits and green buildings became popular.
We have pioneered the use of environment-friendly water-based paints and solutions long
time ago. Sandtex Matt was the first water-based exterior paint introduced in 1973. Our Evergreen criteria ensures that the impact of our business activities - formulation, manufacture, distribution and application of all our products on the environment is minimal.

We have always believed that the optimal green coating must:
- Minimise the impact on air quality and have the highest air quality ratings for low-   VOC and zero-VOC
- Deliver long-term performance
- Our products meet or exceed the stringent criteria for coatings used in TERI GRIHA  and  LEED-certified buildings. These have been tested by the National Test House and noted  to have very low VOC

The Evergreen Criteria:
- Coatings that meet environmental requirements without compromising on performance   aesthetics
- Our high quality paints mean fewer coats are required and the need for frequent repaint   is eliminated thus significantly reducing waste, labour etc
- Improve air quality by using low-odour, low- and zero-VOC products and which do not   affect the health of the painters as well as people who live and work
- Thermal comfort by using high Solar Reflectivity Index (SRI) coatings such as Uniglosss to improve energy efficiency
- Durability through higher quality coatings products, reducing waste and emissions

How important is technology in the paints industry? Are Indian consumers aware of latest  technologies available in the market?
Snowcem's Evergreen commitment begins with research and development. The commitment to finding new, breakthrough technologies and superior raw materials is constant. The end result: the creation of a balanced product portfolio of premium coatings and economy that deliver best-in-class performance while meeting or exceeding even the most stringent environmental regulations; our product range comprises the most durable, performance-oriented paints, which meet stringent international norms for green buildings.

What is the current marketsize of Indian paints industry? Tell us about the future growth in this market?
The Indian paints industry was worth approximately Rs 14,000 crore in 2007-2008. The paints industry is expected to reach Rs 24,000 crore by 2011-12. The decorative paint segment is witnessing a shift from solvent-based paint to water-based paints. Emulsion paints are slowly replacing distempers.

What is your future business strategy?
The Indian market is in many ways different from other markets. India has over 40,000 paint shops. These large numbers of small paint and hardware shops cater to the local population. The distribution policy of Indian paint companies - directly cater to around 25,000 of these shops - is unlike other industries where companies operate through distributors. Each company has a large number of depots to service these outlets and a large sales force for this purpose.
Market penetration and development is the key to expansion. With a strong brand loyalty, Snowcem is looking at further expanding its marketing and distribution network with a view to streamline the delivery process thus making our paints available quickly and at all times. Besides 50 point-of-sales depots, Snowcem has a strong dealership network of 3,000 spread across the country.

Do you intend to launch any new product, service in the near future?
With an excellent track record of supplying lasting and environment-friendly paint with a strong brand loyalty, Snowcem has further expanded its cement paint portfolio by adding CemColour and relaunching Super Snowcem by popular demand.
Snowcem has also introduced recently three new products - SnowDecor (Protective Texture Wall Finish), Snowcryl (100 per cent Acrylic Weather Proof Exterior Emulsion), and Allrounder (Exterior / Interior Acrylic Emulsion Paint).
We have also introduced protection for heritage structures and stones in India in collaboration with Guard Industries of France, which specialises in total protection of porous building material.
Snowcem provides complete exterior paint solutions for high-quality coatings, finishes and colours. The details are as under;
Technical Advisory Services (TAS) provide structured solutions. TAS personnel will visit the site and
Carry out external surveys to provide specific solutions based on the surface conditions, help with identification of difficult substrates and advice on extending maintenance cycles as per the budgetary provisions of the customers.
Recommend specifications tailored to individual requirements, correct surface preparation methods and specify products which are the most appropriate for the location, environment and substrate. To obtain the best performance from Snowcem paints and products, it is important to ensure that they are applied correctly as per specification. Recommend agencies for application with technical expertise, experience and skilled manpower.
Attend contract meetings to ensure collaboration and clear communication from concept to completion.
Visit the site during the course of the work, if required.

Colour choice can play a large part in improving the look and feel of the built environment so to help clients  with regard to how the colours will look on the exteriors, we have launched:
SnowScapes: 'See it before you paint it' is our unique free colour specification service providing previews of different colour schemes based on original building photographs.
SnowScapes Fandeck: With over 250 exterior shades, this fandeck reflects the latest exterior colour trends. These shades have been carefully selected for their lightfastness and durability thus making them ideal for exterior surfaces. Most companies have fandeck which are dedicated to interiors and exteriors, Snowcem's fandeck is dedicated to exterior colours which stand fast in the most adverse climatic conditions.

How has the economic slowdown affected your industry in general and company in particular?
Snowcem sees a bright future for cement paints. With affordable housing witnessing a rapid growth, the demand for Snowcem Plus Water Proof Cement Paint has seen a sharp uptrend. We are constantly working towards meeting the changing needs of customers and our product categories are based on the customer feedback.
With real estate and construction industry witnessing rapid growth over the last three years, the demand for exterior paints too has seen a sharp uptrend. With an excellent track record of supplying lasting and environment-friendly paint, Snowcem has been able to service the current market and come out with products that suit the varied needs of its vast customer base.

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Snowcem Paints No. 1 Exterior Solutions Company, are the leaders in exterior paints in India since 1959 with an internationally recognized brand Snowcem manufacturing high quality cement paints and acrylic emulsions which are eco friendly.
Snowcem is a generic name and has been the first choice for consumers and painters for over 50 years.

Snowcem paints consistently deliver on their promise of long lasting protection combined with beauty, season after season.
» introducing water based liquid paints as early as 1975.
» paints and products with an eco- friendly attitude.
» are durable, economic and beautiful protection.
Always standing for higher value, Snowcem has emerged as the most trusted brand over time. With our high performing quality paints, less is always more than enough!