Reviving A Legacy

In his first-ever interaction after helming the elevated role, Shalimar Paints' newly appointed MD and CEO, Kuldip Raina, talks about the brand's reimagined growth, his vision for 'Shalimar 2.0', and the company's focus on innovation and distribution

- SOUMYA SEHGAL BHUTANI

AS INDIA'S paint industry prepares for a new wave of growth, one of its oldest names is scripting a fresh chapter of transformation. Shalimar Paints, a 123-year-old legacy brand, is undergoing a strategic revival under the leadership of its freshly inducted MD & CEO, Kuldip Raina.

The brand has embarked on a bold transformation, stabilising and scaling operations by building on strong brand momentum. From its partnership with Mumbai Indians and movie collaborations to the expansion of influencer marketing and enhanced market visibility, the brand's efforts are driving a renewed sense of purpose and growth. At the core of this evolution is a cultural shift, Shalimar Paints' motto of shaping a more agile, digitally enabled and consumer-centric organisation, while fostering a more collaborative work environment.

Rebooting

Once a dominant player in the Indian paint space, Shalimar Paints witnessed a slowdown due to a disconnect with evolving market expectations. But that is changing rapidly. Signalling the brand's comeback, Raina has pinned his focus on the young generation, recognising their growing involvement in paint purchase decisions. “Our goal is to bridge the generational gap, and make the brand relevant to Gen Z and millennials,” he explains.

This transformation hinges on improving operational efficiencies, plugging distribution and product gaps and cultivating a culture of innovation across the organisation.

Beefing Up Growth Engines