JK Cement-backed JK Maxx Paints has launched a new sustainable paints brand, JK Naturals, with JK Naturals Aura as its first product.
The campaign comes with an ad film, built around the philosophy behind JK Naturals. The development has processed in collaboration with Shark Solutions, a Denmark-based cleantech company and a global leader in recycling.
The product’s phased market introduction is supposed to commence in North India between late October and mid-November, with a nationwide rollout planned thereafter.
As part of the launch, JK Maxx Paints is also introducing ‘Pledge a tree’ initiative through a QR code on the product packaging. Consumers will be able to scan the code to take a pledge, and the company will plant a tree for every online pledge taken.
Commenting on the launch, Nitish Chopra, Business Head, White Cement and Paints, said, “At JK Maxx Paints, we have always focused on developing solutions that respond to the evolving needs of consumers. With JK Naturals, we are taking this commitment forward by bringing sustainability into the home beautification category. Our first product, JK Naturals Aura brings together innovative materials, air-purification technology and a premium finish, offering consumers a thoughtful choice for their homes. Our collaboration with Shark Solutions further reflects our endeavour to explore innovative materials and create products that balance performance with environmental responsibility.”
Amandeep Malhari, Head of Marketing, White cement and Paints, said, “With JK Naturals, we wanted to bring this thought to life through a paint range that combines the beauty of nature with the needs of modern living. The tree-plantation initiative is an extension of this approach, encouraging consumers to participate in a collective effort towards a greener future. We believe that sustainability can become a meaningful part of home beautification when it is integrated into products and choices that consumers make every day.”
