JSW Group's paints enter K'taka with 'any colour-one price'

Promising 'any colour-one price'offer, the USD 14-billion JSW Group Tuesday announced thelaunch of its paints business in Karnataka.

The launch marks the company's objective to provide comprehensive offering for consumer homes through steel, cement, furniture and now paints.

Speaking to reporters here, the joint managing director and chief executive officer of JSW Paints A S Sundaresan said the company's simple, swift and sure way would help consumers make an informed and confident choice.

"Any colour-one price assures consumers great value, ushers in price transparency and makes them free to choose colours confidently for their homes," he added.

Elaborating further, Sundaresan claimed they were bringing in pricing transparency because they would not chargeextra for adding colourant to the paint as other competitors in the industry do.

The company has invested Rs 600 crore in this new venture after a detailed study.

It has set up its manufacturing units atWasand in Mumbai and Vijayanagar in Ballari in Karnataka, the company CEO said.

The JSW Paints is focusing on south India and west India inthe initial phase and laters intend to spread across the country, Sundaresan said, adding that the companyhas set a target to spread its business in south India andwest India by the end of the monsoon.

The company CEO said the product is, at present, available in Bengaluru and Hubballi and would soon be making its presence felt in other parts of the state.

In Bengaluru, about 150 retailers have it in their stores.

Speaking about the paint, Sundaresan said JSW Paints is a water-based paint as the company took a conscious decision notto make solvent-based coating.

Explaining about it, he said the paint has low volatile organic substances, which makes thepaint meet global standards.

The product is available in 1,808 colours after the shades were researched for two years.

It would come in cubical boxes making it easy to dip rollers in it.