Shalimar Paints Taps Rural India to Gain Market Share

Shalimar Paints, a century-old Indian paint brand, is eyeing the untapped potential of India’s rural market to bridge the gap in rural areas.

Over 50% of paintable surfaces in rural areas remain unpainted due to cost issues and perception of paint as a luxury item, said Kuldip Raina, Director, Sales and Marketing, the company. “By tapping the untapped market, Shalimar Paints aims to expand its presence in rural India and increase its market share. The rural market offers long-term growth opportunities as the adoption of paints is increasing as people’s expectations continue to rise, which in turn offers sustained growth opportunities. With its ‘Upgraded Kiya Kya’ strategy, the paint company has launched the Mela range and Smart Bharat product lines to cater to different consumer needs.

Additionally, speaking about market penetration and priorities, Raina said, “The focus is on providing affordable options to encourage first-time buyers; ensuring deep market penetration through a wide and exclusive distribution network; and durable, high-quality paints suited to rural conditions.” ”

He added that the marketing strategy is to rope in local influencers like contractors and shopkeepers to promote the products and build trust within the community. Shalimmar Paints also announced its foray into masking tapes, sandpapers, spray paints and wood adhesives. These products are aimed at enhancing the paint company’s product portfolio and providing a more holistic experience to customers.

In the second quarter (O2) of the current fiscal, the company reported consolidated net sales of Rs 144.74 crore, up 21.49% from Rs 119.14 crore in the same period ended September 2023.