Welcome Guest to Coatings World    Login || Register
Last Updated Friday, October 9 2015

AkzoNobel India enters into the mass market

Published September 7, 2011
AkzoNobel, the global leader for paints and coatings and the maker of Dulux paints, announced its entry into the mass market for the first time with the launch of ICI Magik.

“In India, our decorative coatings business will continue to leverage the strength of both its brands, Dulux and ICI,” said Amit Jain, managing director, Akzo Nobel India Limited. “While products from the Dulux cluster will be in the premium and mid-tier segments, those from the ICI cluster will specifically be focused on the value segment.”

ICI Magik is an acrylic paint, which offers consumers benefits in the economy category with its smooth finish, a color range offering a palette of 1,500 distinctive shades and enhanced brushability. Also a first for its category, ICI Magik has low VOC and low odor content.

“The decorative category in India is complex, with a multitude of consumer needs,” said Jain. “We are segmenting our brands to leverage the opportunity. With the launch of ICI Magik in India, for the first time there is a superior value proposition in the mass market distemper segment.”

Supported by a comprehensive marketing plan, AkzoNobel India is aggressively promoting ICI Magik by rolling it out pan-India. To educate the primary users about the new product, AkzoNobel India plans to conduct painter carnivals called “Magik Melas” where the painters and contractors will get to experience ICI Magik through product trials. Product information will be shared and introductory offers would be announced as part of the Mela.

blog comments powered by Disqus

Receive free Coatings World emails
Sign up now to receive the weekly newsletter, and more!

Enter your email address:
Company Spotlight
BASF Corporation
100 Campus Drive
Florham Park, NJ, 07932
View Profile
Siltech Corporation
225 Wicksteed Avenue
Toronto, ON, M4H 1G5
View Profile
Houchi Chemical Co., Ltd
No.56, Fu Chow Street
Taipei, Taipei, 100
View Profile
Sunin Machine Co., Ltd.
No.96, Chiao Ho Rd ,Chungho Dist
New Taipei City, Taiwan , 235
Taiwan Roc
View Profile
18F, No.85, Sec. 1, Chung-Shiao E. Rd.
Taipei, Taiwan, 100
View Profile
AZ Electronic Materials Co., Ltd.
No. 458-6, Sinsing Road Hu Kou Township Hsinchu Country 303, Taiwan
Hsinchu Country, Taiwan, 303
View Profile
Micro Powders, Inc.
580 White Plains Rd.
Tarrytown, NY, 10591
View Profile
Follow Coatings World On