Kansai Nerolac targets premium segment
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 a 20-22% share in the premium category.
By TNN |
NEW DELHI: 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 a 20-22% share in the premium category in three years.
“We are looking at premium positioning of the brand by offering 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 enjoys 12-14% market share.
“Activities like tie-up with Walt Disney, launch of metallic finish paints and other designer finishes have helped more than double the market share from 6% to around 14%,” he said. With the help of such initiatives, Kansai Nerolac was aiming at the lifestlye category.
“Continuing with the company’s plan of offering innovative products and creations into the Indian paint market, Nerolac Colour Styles 07-08 closely relates moods to colours,” Kansai Nerolac vice-president, marketing and sales (decorative), Anuj Jain said.
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