Zydex Paints Enters India’s Retail Market with Three New Products, Targets 1% Share in Three Years

Zydex Paints Targets India’s Retail Market with Mineral-Based Paint Technology

Zydex Paints has entered India’s consumer retail paints market with the launch of three products, NIVO, DRIO and DRIO Max, as the company looks to expand beyond premium residential and architectural applications into more accessible price segments.

Launched on October 14, 2026, the new range targets economy and mid-priced consumers. The company aims to capture a 1% share of the Indian retail paints market over the next three years, supported by investments in research, manufacturing, distribution and market development.

The products use Zydex’s MineraTek platform, which incorporates mineral-modified latex binders and organo-silicate formulations. According to the company, the technology has been adapted to serve a broader range of buildings, including homes, commercial properties and institutional facilities.

NIVO is designed for interior walls, while DRIO and DRIO Max are intended for exterior applications. The formulations focus on moisture management, water repellence and surface protection, addressing common challenges associated with dampness and weather exposure.

Zydex said its products meet fire-resistance requirements under ASTM E84 and have undergone vapour permeability testing under EN ISO 7783. Their water-repellent performance has also been evaluated under EN 1062-3. The company has conducted local trials, including testing in Kerala ahead of the monsoon season, to assess suitability for Indian climatic conditions.

Managing Director Dr Moulik Ranka said the company intends to establish itself as a technology-led player in paints and surface solutions over the next five to ten years. Chief Operating Officer Amrendra Mishra highlighted the growing importance of product performance and long-term value alongside price and colour in the paints industry.

The initial rollout will cover 60 priority markets across Tier I and Tier II cities, along with selected rural locations. Dealer development, painter engagement, training programmes and technical support will form part of the distribution strategy.

The company said its existing manufacturing capacity can accommodate anticipated growth over the next four to five years, avoiding the immediate need for additional production facilities.

Zydex’s entry comes as competition in India’s paints market increasingly extends beyond established brands and pricing strategies to product differentiation and specialised surface technologies. Its ability to achieve the targeted market share will depend on distribution reach, customer acceptance and consistent product performance across diverse Indian conditions.