AkzoNobel to strengthen presence in the mass market segment

Paints and coatings maker AkzoNobel known for its premium 'Dulux' brand is looking to strengthen its presence in the mass market segment by working on its product portfolio and enhancing its distribution footprint across the country.
"Dulux is known as a premium brand for many years and we have got over 20 per cent share in the premium segment in India. But, we have also realised that we need to be present in the mass market.
"We have started strengthening our portfolio, we are building our portfolio to address all needs and all segments. It takes a bit of time. You need to have right proposition and right product formats," AkzoNobel India Director Decorative Paints Rajiv Rajgopal told PTI.

When asked by when the company will have a full portfolio across all price points, Rajgopal said: "From portfolio point of view, we already have brands. We also need to enhance our distribution footprint significantly to be able to take it across to a wider customer base. We are working very strongly on that."
He did not share specific numbers about distribution footprint as the company is in silent period due to its quarterly result on November 7.
Talking about the importance of the Indian market, AkzoNobel Managing Director Decorative Paints South East and South Asia Jeremy Rowe said: "India is an important and priority market. Because of the population and how often people paint, it is a significant market. It is very important for us to be here and be successful."

The company today launched a 'Dulux Visualizer' app, in the presence of its brand ambassador Farhan Akhtar, for its customers to experience and try out colour for their walls.