Q] What was the objective behind the Upgrade Kiya Kya campaign? How did it impact the perception of Hero 5in1 in the painter’s community?
In today’s middle-class mindset, the desire for upgrades spans technological devices, automobiles, and other areas. It is driven by the fear of missing out and craving for new experiences. In the painting industry, traditional consumer behaviour lacks education at the consumer level, with colour choices often based on budget. Upon recognizing this gap, our approach is to educate and offer value-added products, addressing specific needs such as washability, especially in households with children, while also catering to health-conscious consumers. Consumers actively seek features like washability, stain resistance, vibrant colour retention, and low VOC, with the market often offering individual products for each attribute. So, we introduced ‘Hero,’ a 5-in-1 product that combines these sought-after features. The ‘Upgrade Kiya Kya’ campaign encourages consumers to consider upgrading their paint choices, aligning with the trend of upgrading various aspects of their lives.
Q] What was the media mix for the campaign?
Our new initiative is being heavily promoted through digital media and brand applications. Simultaneously, we’re expanding distribution and implementing on-ground activations, leveraging Hero and the campaign. We are also intensifying promotions using creative media, digital platforms, and social media to maximize visibility. Looking ahead, we’re considering incorporating electronic media into the promotional strategy for this campaign and product category.
Q] What is Shalimar Paints’ strategy to gain market share in both Tier I and Tier II markets, considering the company’s impressive 120-year legacy?
We’ve achieved a remarkable 3x growth at a 40% rate, consistently increasing our market share each quarter. This year, we’ve exceeded industry growth by 14%, maintaining last year’s impressive margin. Expanding our national presence, we’re opening 20 new depots, strengthening our foothold in Tier II markets. Under the Upgrade Kiya Kya campaign, we’re enhancing our position in Tier I towns with tailored products like wood coatings and waterproofing. This strategic move is anticipated to penetrate Tier I markets. Additionally, we plan to boost our rate distribution to align with our overall expansion strategy.
Q] With the announcement of plant upgrades and expanded R&D capacities that were made last year, what improvements can customers expect in the decorative and industrial paint segments? How are you promoting the modernized version of the brand?
We’ve earmarked 200cr. for facility upgrades, extending beyond product enhancements. This investment encompasses improvements across our company, including production, the upcoming state-of-the-art R&D centre in Nashik, and additional investments soon to be announced. We are aiming for product upgrades, manufacturing, production, and customer service. We are halfway through the process, focusing on both product updates and fortifying consumer connections through enhanced services.
Q] In the evolving market, how crucial is a consistent marketing push for paint brands to remain relevant, and how does Shalimar Paints approach this challenge?
Amidst the industry buzz surrounding new entrants, the paint sector in India is gaining attention. Presently, paint consumption in the country is at its lowest, with per capita consumption ranking among the least globally. However, the market is poised for improvement, driven by factors such as 55% unpainted interiors and government initiatives in infrastructure. Anticipating increased activity in the sector, new players with diverse offerings, including research-based products, are expected to contribute to market expansion, fuelling industry growth. Shalimar’s strategy involves doubling distribution within a year, aiming for sales growth 2x to 3x higher than the industry average. This includes targeted efforts with influencers like painters, interior designers, and architects, emphasizing visibility through initiatives like Glow Sign boards and points of purchase to stay ahead of industry growth trends.
Q] Are there any global expansion plans for Shalimar Paints, and if so, what regions are being targeted?
We recently established an export vertical within our company, operating in Nepal and Sri Lanka, with additional business dealings in Saudi Arabia. To strengthen our global presence, we’ve created a dedicated export vertical and are exploring collaborations with Italian companies to introduce their technologies in India.
Q] As a key player in the industry, how has Shalimar Paints contributed to shaping and beautifying iconic structures in India, and what role does this play in the brand’s identity?
Shalimar recently painted the world’s tallest railway bridge, the Chenab Bridge. Our success in painting the world’s tallest bridge demonstrates our brand’s commitment to rigorous trials and superior product quality. Over the past 1.5 years, Shalimar has become a leader in the pipeline coating segment, securing a prominent position in the industry and earning recognition among the top NSF-certified players. This achievement is a result of the unmatched quality of Shalimar’s products, making them the preferred choice in stringent product selection processes. The growth in the industrial segment has surpassed that of the decorative segment, showcasing Shalimar’s widespread acceptance in government projects. With approvals in most government cases, the focus on such projects is anticipated to drive increased consumption, further benefiting Shalimar.
