The market size for Paints and Coatings in India has been consistently growing for the last decade, except during the COVID-19 years, when it was 1-1.5 times the GDP growth rate. With increasing disposable incomes, urbanization, and a surge in home ownership and rentals, the demand for paint and coating products in India is on the rise. These factors have reduced repainting cycles in urban centers from 7-8 years to 4-5 years, with similar trends expected in semi-urban and rural areas. As the market grows, customer preferences diversify, creating demand for tailored products and services. However, customers often face challenges such as selecting products that offer durability, color vibrancy, and resistance to environmental factors. Additionally, they seek solutions for specific needs like temperature control, water seepage, and energy efficiency. Indicus, a dynamic addition to the VNC brand family, leads India’s paints and coatings industry. Established in 2021,Indicus pioneers innovative solutions, prioritizing functionality and customer satisfaction while drawing inspiration from Indian culture and ethos.

The launch of the Indicus brand represents a significant milestone in the company’s ongoing efforts to expand its product offerings within the building materials sector. Recognizing the potential in the Paints and Coatings category, the company leveraged its well-established presence and robust distribution channels to enter this promising market. The decision to introduce the Indicus brand is deeply rooted in Indian ethos and culture, with the name derived from Bos Taurus Indicus, the scientific designation for South Asian Humped Cattle, symbolizing strength and resilience.

Indicus is under the astute leadership of B. Gokul, a Partner at VNC Group, he is renowned for his expertise in brand development and business transformation, making him a key figure in steering the company towards success. His leadership is complemented by a team that combines both internal and external talents, bringing together a diverse array of skills and experiences. This collaborative approach enables the company to implement innovative strategies for establishing and growing the Indicus brand in a competitive market.

Tech-Driven Pioneer Empowering Retailers

For over a decade, the company has pursued a technology first strategy, with all operations running on SAP and supplemented by custom-built platforms for stakeholders, ensuring efficiency and cohesion across all aspects of the business. This integration supports the brand’s commitment to operational excellence and customer satisfaction. By embracing technology, fostering strong leadership, and building on its cultural roots, Indicus is well-equipped to navigate the challenges and opportunities within the industry. It pioneered the industry by launching a mobile app that digitally connects over 8,000 retailers across South India. This app serves as a comprehensive platform, enabling retailers to place orders, make payments, and download documents independently. This app not only streamlines communication but also provides valuable resources and support to retailers, fostering a strong and collaborative relationship.

The brand’s launch marks a new chapter in the company’s journey, reflecting its commitment to innovation, quality, and customer-centricity. Indicus’ entry into the Paints and Coatings market is not just an expansion of product lines but a strategic move to capture a significant share of a growing sector. As the firm continues to evolve, it aims to lead the market by setting

new standards in product quality and customer engagement, solidifying its position as a key player in the building materials space. “The Indian bull, featured in the logo, symbolizes power and performance, encapsulating the brand’s essence and aligning with the company’s strengths and experience”, says B. Gokul, Partner, VNC Group.

Transforming Homes with Innovative Coating Solutions

Indicus offers a comprehensive range of products designed to meet diverse customer needs in the paints and coatings industry. The firm’s portfolio includes various emulsions and enamels, as well as specialized coatings such as waterproof, heat-reflective, and corrosion-resistant options. These innovative and high-performance solutions effectively address specific issues faced by customers, such as high indoor temperatures, water seepage, and the need for more durable, aesthetically pleasing finishes compared to dull economy paints. To further enhance customer satisfaction, the firm provides Color Craft Painting Services, which cover both interior and exterior painting, as well as waterproofing. These services ensure that the application of high-quality products is carried out to the highest standards, maximizing their effectiveness and longevity.

For over a decade, the company has pursued a technology first strategy, with all operations running on SAP & supplemented by custom-built platforms for stakeholders, ensuring efficiency & cohesion across all aspects of the business

The company’s products are specifically designed to offer higher coverage, leading to significant savings for customers, often around 10 percent. This focus on efficiency and cost-effectiveness has consistently delighted consumers, who appreciate the superior quality and performance of Indicus products. Recently, the firm expanded its portfolio with the introduction of GECO, a brand specializing in adhesives and sealants. GECO products include tile adhesives and tapes, further broadening the range of solutions available to customers. This strategic expansion underscores Indicus’ commitment to addressing a wider array of construction and maintenance needs, reinforcing its position as a comprehensive provider in the building materials sector. By continuously innovating and expanding its product offerings, Indicus ensures it remain at the forefront of industry developments, consistently meeting and exceeding customer expectations.

Indicus differentiates itself in the competitive paints and coatings market by focusing on developing products that offer functional benefits, addressing specific customer needs and challenges beyond just decorative aspects. For example, Indicus introduced ‘Heatseal’, a roof-coating system designed to reflect solar radiation and reduce thermal transfer into buildings. This innovative product has signifi-cantly improved customers’ lives by lowering indoor temperatures during scorching summers by up to 10 degrees Celsius, reducing reliance on air conditioners, and minimizing environmental impact. Additionally, the company launched ‘Ceiling Bright’, a budget-friendly emulsion for ceilings that delivers the brightest white color in its category. This product enhances natural light reflection, creating brighter rooms, reducing the need for artificial lighting, and saving energy costs. Indicus’ product portfolio also includes solutions that improve indoor air quality, reduce energy consumption, protect against bacteria and viruses, and enhance aesthetics and durability.

This comprehensive approach to addressing various functional needs sets the brand apart from its competitors. Indicus’ commitment to sustain ability further distinguishes the company in the market. Nearly half of the electricity used in the firm’s operations is sourced from renewable energy, demonstrating its dedication to environmental stewardship. Complementing this, the company has implemented waste repurposing initiatives and operates zero-discharge facilities, ensuring minimal environmental impact. These sustainability practices are integral to the company’s ethos and resonate with environmentally conscious consumers. By prioritizing both functional benefits and environmental responsibility, Indicus continues to innovate and expand its product offerings, maintaining a strong commitment to improving customers’ lives and contributing positively to the environment. This holistic approach not only sets Indicus apart from its competitors but also establishes it as a leader in the paints and coatings industry.

Indicus’ future roadmap centers on continually developing innovative products that address specific customer needs and challenges. The company is dedicated to expanding its service portfolio, emphasizing value delivery and problem-solving. This includes introducing new, high-performance solutions and enhancing existing products to ensure that the firm meet evolving market demands.The company also prioritizes sustainability, aiming to further integrate environmentally friendly practices and materials into its operations and product lines.