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AkzoNobel India enters into the mass market

September 7, 2011

The acrylic paint will launch in the economy category.

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.