Nerolac eyes premium sector

Kansai Nerolac Paints has tied up with fashion designer Manish Malhotra as a part of its strategy to establish itself as a premium brand.

The company is targeting 20-22 per cent share in the premium category in the next three years.

"We are looking at premium positioning of the brand by offering the latest range of designer finishes, which help consumers to make a style statement," Kansai Nerolac General Manager Venugopal C said.

He said the premium-end category was the fastest growing segment in which the company enjoyed 12-14 per cent of the market share.

"Activities such as tie-up with Walt Disney, launch of metallic finish paints and other designer finishes in the last two years have helped more than double the market share from 6 per cent to around 14 per cent," he said.

With the help of such initiatives, Kansai Nerolac was aiming at the lifestyle category.

"Continuing with the company's process of offering innovative products and creations into the Indian paint market, Nerolac Colour Styles 07-08 closely relates moods to colours," said Anuj Jain, vice-president, marketing and sales, Kansai Nerolac.

He said the company had linked two distinctive patterns to offer the latest trends in colours and shades that reflect various moods, emotions and help create signature style.