How Shalimar Paints is weaving a compelling narrative around ‘Upgradation’

With the vision to build a brand for the new era, Shalimar Paints has committed to the ideology for ‘Upgradation’ – Upgradation in technology, marketing, product offerings, etc. Building on the same, the brand has also launched a new campaign “Upgrade Kiya Kya”.

The campaign is built on the idea that in the new era of innovation, the pursuit of upgrades has become a symbol of progress in our lives. Hence, we aim to upgrade our mindset, gadgets, lifestyle, etc. However, we often forget to extend this thought to our homes and walls. With “Upgrade Kiya Kya”, Shalimar Paints encourages the audience to upgrade their walls with their latest Hero 5in1 emulsion.

In conversation with Adgully, Kuldip Raina, Director - Sales & Marketing, Shalimar Paints, sheds more light on “Shalimar Paints 2.0: Upgradation in the New Era” drive.

Could you talk about Shalimar Paints' strategy to capture market strengthen in key Tier 1 & 2 markets?

Shalimar Paints Ltd., a pioneer in the Indian Paints industry with a legacy of over 120 years represents a comprehensive, forward-looking approach to capture and strengthen its market presence, particularly in key tier 1 and 2 markets. Its commitment to making a difference, quality, and innovation along with its focus on upgrading its infrastructure, demonstrates modernization and efficiency. The company is heavily investing in cutting-edge R&D and building robust infrastructure to lead advancements in the paint industry. It aims to shift consumer preferences towards innovative, technology-backed products.

Enabling consumers, channel partners, and influencers to upgrade with Shalimar Paints underlines a customer-centric approach and collaborative strategy. By building an exceptional team while forming stronger connections with consumers, servicing dealers, and painters, it effectively understands and caters to their ever-changing needs and preferences. This customer-centric approach fits right into the brand's intention of providing an upgraded experience that goes beyond conventional paint applications. As a leader in this evolving paint industry, our Shalimar Paints 2.0 strategy is poised to transform and revitalize every space it touches, driven by our dedication to excellence, innovation, and customer satisfaction.

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Please throw some light on the new campaign “Upgrade Kiya Kya”. What has been its impact?

Our latest, dynamic campaign “Upgrade Kiya Kya” has received significant attention and engagement since its launch last month. The primary motive of our campaign was to highlight the benefits of bringing change and upgrading in various aspects of life. In tandem with the unveiling of our innovative product line, this concerted effort has garnered positive appreciation from all stakeholders, including dealers, partners, and consumers. The impact has been far-reaching within its target audience especially due to its increased brand visibility and positive sentiment that it arose. It resonates particularly well with individuals who appreciate the importance of staying ahead in today's dynamic environment. Powered by cutting-edge technology and extensive research and development, our latest collection boasts an array of innovative tools, including wood coatings, magic brushes, and rollers. We are confident that it not only sets new industry standards but also establishes a paradigm of excellence for others to aspire to.

What is your USP, and how does Shalimar Paints differentiate among its competitors?

With a legacy spanning over 120 years, Shalimar Paints, a pioneer in the Indian paints industry, stands among the top 5% of companies worldwide to survive over a century. Our USP lies in extensive expertise, reflected in a product portfolio comprising close to 900 SKUs. We have contributed to significant projects such as the construction of the Chenab Bridge, the world's tallest bridge, and serve as the exclusive supplier for Neom in Saudi Arabia. Over the past 10 months, we successfully launched eight new products, showcasing our hunger for continuous innovation.

By blending a heritage of knowledge with a forward-looking approach, we have established and maintained a strong market presence, resulting in Shalimar Paints becoming the No.1 choice when it comes to pipeline coatings. Beyond business, we actively contribute to the welfare of our influencer community, including painters, interior decorators, and dealers. As innovation, quality, and sustainability is high priority, we provide customers with revolutionary paint solutions. Additionally, we have been delivering high-end features at a competitive price point, upholding our dedication to affordability. Shalimar Paints looks ahead with confidence, symbolising a legacy that thrives on brilliance and a vision for a colourful future.

What are the latest upcoming marketing trends we can expect from the paints industry?

Currently, several noteworthy trends are gaining traction and are poised to become even more influential in the future. Now, sustainability stands out as a key imperative for crafting a better and more environmentally conscious future. Characterised by the use of paints crafted from natural or recycled materials leads to greater emotional gratification. These paints are not only free of harmful chemicals but also devoid of volatile organic compounds (VOCs), known for their carcinogenic properties and potential adverse effects on both human health and the environment. Additionally, the industry is exploring more technologically advanced, innovative, and eco-friendly options that have become a part of ever-evolving choices and lifestyles. Shalimar Paints is actively working to maximise sustainability within the paint industry, aligning its efforts with this pivotal trend.

Furthermore, the incorporation of an inclusive colour scheme with the provision of personalized colour palettes for added convenience shows the need for diverse aesthetic preferences. This approach not only improves the user experience but also shows a dedication to accommodating people's distinct preferences in the quest for a more satisfying and customized living space.

How does Shalimar Paints envision integrating technological advancements into its products, particularly the Hero 5in1 emulsion, as part of the brand’s commitment to upgradation in the new era?

We are dedicated to incorporating cutting-edge technology into our products as part of our commitment to continuous improvement for modern-day consumers. The Hero 5in1 is designed to inspire consumers to elevate every aspect of their lives. This revolutionary product boasts extraordinary features such as Zero VOC, active stain guard technology, anti-viral defense, true-tone technology, and superior washability. It also offers the highest level of anti-viral defense through potent viral reduction without any cytotoxic properties, showcasing our interest in consumer well-being. With the launch of this new product, Shalimar Paints aims to redefine excellence seamlessly and set new benchmarks.

In the context of the “Upgrade Kiya Kya” campaign, how does Shalimar Paints plan to engage and educate consumers about the importance of upgrading not just their gadgets and lifestyle but also their homes and walls? What strategies are being implemented to communicate this message effectively?

As a part of the “Upgrade Kiya Kya” campaign, we are actively engaging with our stakeholders to communicate the importance of upgrading their tools and homes. To support this campaign and expand our reach, we have also launched an ‘Expert Painter Mobile Training Program’ to provide quality training to both new and existing painters in remote areas of India. Our awareness campaigns across media emphasize the transformative impact of upgrading living spaces. We communicate our message through workshops, tutorials, and other mediums.

Could you elaborate on the specific aspects of marketing upgradation that Shalimar Paints is focusing on in the new era, and how these strategies align with the evolving needs and preferences of the target audience?

We are actively working on our marketing strategies in the new era to meet the evolving market needs and target audiences. One such undertaking is the introduction of a mobile van activity currently through the prominent districts of Uttar Pradesh, and Maharashtra. Currently in Prayagraj, this mobile van initiative is designed to directly engage with our primary audience – the painters. We organise live product demonstrations, and hands-on experiences, and also showcasing new painting techniques using the newest, innovative and exciting products from Shalimar Paints. This approach empowers our painters to excel in their craft, utilizing our advanced technology, and ensures that they are updated on the latest offerings. It creates a ripple effect that benefits homeowners as well. In this artistically enriched landscape, Shalimar Paints is determined to stay at the forefront of innovation and upgrading, creating a symbiotic relationship with our target audience by addressing their specific needs and preferences.