The Indian paint industry is among the rapidly evolving business market, highly affected by the changing trends invading the country.
Over the past decade, the Indian paint industry has recorded a major growth in paint sales due to the increased levels of income, urbanization, and education.
The Indian paint market is expected to grow with over 75000 crores in terms of value for a period of FY 2017-18 to FY 2022-23, on account of change in lifestyle, urbanization, and increased level of education, a high margin on paint.
Introducing Children-Friendly Paint
Nippon Paint India recently launched ‘KIDZ Paint', a child wellness product that safeguards children from indoor pollution. Targeting a very niche segment, Nippon Paint India is believed to introduce a new trend in the Indian paint industry that targets and caters keeping the children in mind.
The rise of the health and wellness segment in India has raised the bar of Indian parents towards their child's safety.
This transformation of attitude could be targeted by such initiatives as today's parents are ready to spend more for ensuring their child's health and safety.
Mahesh Anand, President, Decorative Division, Nippon Paint India says, "The world is moving towards wellness, hygiene and well-being and such products are aimed at creating wellness within the home."
Considering the Essential Safety and Wellness Features
The current health and wellness industry is very competitive with well-established players running the market successfully. Brands need to constantly experiment with their offerings in order to stand apart from this sheer competition.
Nippon Paint India has amalgamated three essential safety and wellness features that are capable of fighting bacteria and viruses present in the air.
"KIDS Paint has introduced anti-formaldehyde technology that absorbs harmful formaldehyde present in the air, silver-ion technology to fight bacteria and virus present indoors and anti-stain technology that offers superior washability of walls," adds Anand.
Generation Z- The New Audience
This initiative caters to the Generation Z kids with a firm resolve to indoor safety and children wellness.
Citing research studies, Anand said children of this generation spend 70 percent of their time indoors and it was necessary to create a healthy and hygienic indoor environment for them.