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Donning the war paint
Financial Express Hyderabad
|July 14, 2025
The AzkoNobel acquisition could give JSW a foothold in the premium end of a ₹70,000-crore market
The most obvious way to differentiate your product in a crowded market is to offer it at the lowest price. Or identify the problems your biggest competitors haven't been able to solve and play the premium game. That's tricky, but JSW Paints, launched in 2019 and part of the $23-billion JSW Group, has its eyes set on that exact route for growth. Still struggling to get a strong footing in the premium end of the ₹70,000-crore paint market, its recent acquisition of Dulux-maker AkzoNobel India could make the task a tad easier.
"Breaking into the premium segment has been a struggle for JSW Paints," observes Ajimon Francis, MD India, Brand Finance. "The latest acquisition will position JSW as a serious contender. Dulux will give it more bargaining power with the dealer network."
For its part, as a premium brand, Dulux has struggled to scale up given the price sensitivity of the market, the intense competition and the influence of contractors in the purchase decision.
This story is from the July 14, 2025 edition of Financial Express Hyderabad.
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