JSW Group forays into paints business

The Sajjan Jindal-led JSW Group is entering into the industrial and decorative paints business. The company’s move will see it take on heavyweights such as Asian Paints and Kansai Nerolac among others.

Parth Jindal, Managing Director of JSW Paints, said, “The entire paint industry and the entire journey to purchase paints for the consumer has become extremely cluttered and extremely complex. There are too many different types of paints available and it’s just become an extremely confusing proposition for the customer. We are going to simplify the entire process and keep the consumer at the core of our belief and make the entire process extremely simple.”

JSW is foraying into paints through two verticals, namely industrial (coil coating) paints and decorative paints. These paints will be available in three segments, luxury, premium and value. The company will provide any paint and colour within the category at the same price, unlike the present market scenario, where the price of paint differs on the colour.

JSW is eyeing to launch JSW Paints across the south and west India by September and nationally by 2022. In the initial phase, it has invested Rs 600 crore, which will go up to Rs 1,000 crore over the next 18 months. The company targets to garner a 10% market share over the next 8 years.