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JSW Paints, a part of the JSW Group, is expected to be cash-positive by the end of this financial year.
“The company, which is setting up distribution and retail presence in southern and western India — beginning from Karnataka — will break even by the end of this year, and (will be) profitable in three years,” A S Sundaresan, Joint MD, JSW Paints, told BusinessLine .
The company has set up two paint manufacturing facilities at an investment of ₹ 600 crore.
One facility — with a 25,000 kilolitre per annum coil coatings capacity at Vasind in Maharashtra — is for industrial products, while the other is a 100,000 kilolitre per annum plant for decorative paints in Vijayanagar, Karnataka.
“We are launching our products in South India from Karnataka, by setting up experience stores to attract dealers and retailers. Every month, we will be entering a new State. We will be in Kerala, Tamil Nadu and Andhra Pradesh by the end of the monsoon season (September). Then we will enter western India (Gujarat and Maharashtra),” said Sundaresan.
Retail offerings
As part of its plan to enhance the retail experience, the company has opened its retail store, ‘Colourvista Senses’, in Bengaluru. Sundaresan said: “Colourvista Senses is designed to assist consumers in the colour and product selection. It also aims to inspire home-owners through its home-style concept, a significant departure from a conventional paints store. The touch-and-feel experience provides customers a refreshingly different perspective on colours across various surfaces.”
Before coming up with Colourvista Senses, the company studied the activity of the consumers in the Karnataka market mainly to understand the evolving dynamics, need-gaps and global trends.
To market its products, the company has launched a campaign called ‘Any Colour = One Price’, backed by the Colourvista-curated portfolio of over 1,808 shades.
Talking about exports, Sundaresan said: “We are interested and will be exploring exports of industrial coil coatings to South-East Asia, South Asia, Middle East and Africa.”
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