Kansai Nerolac to use Shah Rukh Khan's twin role to increase market size in West Bengal

KOLKATA: Looking to increase its presence in West Bengal, industrial paints maker Kansai Nerolac today said it will leverage Bollywood actor Shah Rukh Khan's twin brand ambassadorial role - for the state as well as the company - in the decorative paints segment.

"Incidentally, SRK (Shah Rukh Khan) is brand ambassadors for both Nerolac paints and West Bengal. So we have decided to leverage this synergy to penetrate more in this market by using SRK's popularity quotient," company's Vice President (Decorative Sales and Marketing) Ram Mehrotra said.

Nerolac was enjoying the third spot in decorative paints market in the state, he informed.

With a total market size of Rs 20,000 crore in the organised sector, the south was the biggest market followed by North, West and the East.

The demand growth in this segment was somewhat subdued owing to the slowdown, he said, adding the company would definitely make a pitch for volume sales by tapping the Centre's affordable housing initiative and housing for the economically weaker sections (EWS) of the society.