When a 122-year-old paint company makes a bold comeback move, the entire industry pays attention. Shalimar Paints—the historic brand that once painted Rashtrapati Bhavan and Howrah Bridge—is now rewriting its modern identity with a fresh portfolio expansion. But what’s fact, what’s strategy, and what does this mean for the Indian paint market? Here’s the full breakdown.
The Official Facts You Can Trust
Shalimar Paints has officially launched three new products — and each of them targets a specific demand gap in the market.
1. Hero Insignia
A luxury interior emulsion designed to compete directly with Asian Paints Royale and Berger Silk.
2. Superlac PU Gloss
A premium PU-based enamel paint offering superior hardness, chemical resistance, and long-lasting gloss — ideal for professionals and high-traffic commercial projects.
3. Weather Guard 12
An exterior emulsion engineered for long-term durability.
The name “12” strongly hints at extended performance or a 12-year protection promise.
Targeted Segments
- Residential retail customers
- Commercial and project clients
Core Value Promises
Durability, Sustainability, Elegance, and Competitive Pricing.
Geographical Footprint
- HQ: Gurugram
- Plants: Howrah, Nashik, Sikandrabad
- Network: 49+ depots and distribution centers
Everything above is verified directly from Shalimar Paints’ official announcement.
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Why This Launch Really Matters (The Strategy Behind the Scenes)
This move is not just about products—it’s about repositioning the brand in a brutally competitive market.
1. Competing Against the Giants
- Asian Paints controls ~55% market share.
- Berger Paints has ~18%.
- Kansai Nerolac & AkzoNobel follow.
Shalimar Paints?
Just 2–3%.
To survive, they need to innovate fast.
This launch is an aggressive step to strengthen both retail presence and project business.
Product Insight: Why These Formulas Matter
Superlac PU Gloss
PU enamels are a superior category — better gloss retention, harder finish, and more chemical resistance than synthetic enamels.
This is a strong move for professional and industrial users.
Weather Guard 12
Exterior paints sell on durability.
Asian Paints has Apex Ultima Protek.
Berger has Weathercoat Long Life.
Shalimar now has its 12-year challenger.
Hero Insignia
The luxury interior category is the most profitable and fast-growing.
This product is a bid to enter the premium home interior market.
Sustainability: The Winning Narrative of 2025
The paint industry is undergoing a huge shift toward:
- Low VOC
- Lead-free
- Eco-friendly formulations
Shalimar mentions sustainability—but detailed VOC or GreenPro certifications will need checking on TDS (technical datasheets).
Still, this aligns perfectly with market trends and consumer awareness.
Dual-Segment Strategy: Residential + Projects
Residential (Retail) needs:
- Strong branding
- Dealer loyalty
- Heavy marketing
Projects (Commercial/B2B) needs:
- Bulk pricing
- Architect and builder relationships
- Proven durability
Shalimar historically excelled in industrial coatings.
This launch signals a shift toward consumer-driven growth, where margins are higher and brand perception is everything.
But Here’s the Challenge…
1. Distribution Gap
Asian Paints = 70,000+ dealers
Shalimar Paints = 49 depots (far smaller reach)
2. Marketing Spend
Premium paints sell on aspiration, not just price.
Shalimar must invest heavily in brand-building.
3. Legacy Perception
Shalimar is often seen as a “value brand.”
Hero Insignia must break that image.
Final Verdict: A Smart, Necessary Move—But Execution Will Decide Everything
This portfolio expansion is not just a product announcement.
It’s Shalimar Paints’ attempt to:
- Modernize its identity
- Regain lost ground
- Balance industrial strength with retail growth
- Offer durable, sustainable, premium solutions
- Challenge the dominance of color-industry giants
If they execute distribution, branding, and pricing correctly, these launches could mark the beginning of a strong comeback.
The next 3–4 quarters will reveal how well this strategy performs in real-world retail counters and project sites.