The Indian paint industry is rapidly evolving, marked by growing demand for sustainable, premium products and cutting-edge innovations. Jewell Paints, founded in 2013 by Nitin Jain and Kashish Kharakia, has emerged as a key player in this transformation. The brand has set new benchmarks by combining global-quality standards with a strong commitment to eco-friendly practices and localized solutions.
In this interview, Mr. Nitin Jain, Co-founder and Director, Jewell Paints, discusses the company's journey, including its transition to domestic production, which has driven significant innovations tailored to Indian needs. He highlights products like "Fresh Air," India's first zero-VOC paint, and other initiatives that align with the company’s vision for sustainability. The conversation also explores Jewell Paints’ technological advancements, partnerships, and its roadmap for fostering eco-conscious practices in the industry.
Scroll down to uncover how Jewell Paints is shaping the future for sustainable Indian homes:
Q. Jewell Paints has transitioned from importing to domestic production of high-quality paints. How has this shift fostered innovation and set you apart from competitors in the Indian market? What specific innovations have been crucial to this transition?
A. We began our journey in 2013, with a focus on elevating paint quality while ensuring sustainability. Our move from importing to producing high-quality paints domestically has stimulated innovation that embodies the essence of “ Made In India” products. By producing locally, we have been able to customise formulations according to Indian climate and market needs, something imports couldn’t achieve. Our company began with a clear goal- to address a significant gap in the Indian paint market. We recognised a potential to produce more advanced and innovative products, inspired by international standards but are homegrown, which implies using advanced tech used in imports while simultaneously catering to Indian market preferences. For instance, our Latex paints minimise common issues like cracking and peeling, and sheen paints across all categories, previously limited to the luxury segment. With our constant efforts and dedication, the brand has earned a prestigious recognition as the “Best Performing Latex Paint” in the Indian market.
Our latest launch, "Fresh Air," India's first zero-VOC paint enhances indoor air quality by eliminating harmful off-gassing. Recently we also introduced a new level of convenience with our unique twist-and-pour packaging. The 2.5-liter pack size addresses the needs of modern homes with smaller rooms, ensuring practicality without compromising on quality. This 2.5-litre pack size is the first-in-India being offered by only Jewell Paint. Innovations like these are gaining significant traction from end-users who want to make their houses more aesthetically pleasing.
Q. What inspired the development of "Fresh Air," India's first zero-VOC paint? How has this product redefined market trends and contributed to increased consumer awareness of sustainable and healthier paint options?
A. FreshAir was born from Jewell Paints' commitment to creating a healthier and sustainable environment at home. With its clear vision to lead India’s market towards eco-conscious solutions, FreshAir offers a sustainable alternative to traditional high-VOC paints, which are harmful to the home as well as the environment. Being India’s first zero VOC paint, FreshAir’s formulation is a catalyst in ensuring the indoor air quality of houses, making them safe for children, pets, and eco-conscious consumers. As the Indian market consists of 60% of eco-conscious GenZ’s, FreshAir has set a new market trend by giving them sustainable choices that are clean and green. Moreover, the twist-and-pour packaging takes its usability to the next level by minimising spill and enhancing convenience in storage and application. This redefined how Jewell Paints curated their products to make them more user-centric. By leading with such aspirations, FreshAir has already been expanded into markets across the country, making it widely accessible and promoting an eco-friendly lifestyle for Indian households.
Q. How is Jewell Paints addressing the growing demand for eco-friendly products from millennials and other environmentally conscious consumers? What specific initiatives have you implemented to appeal to this demographic?
A. Jewell Paints is driving the shift towards eco-friendly paints by expanding its capabilities with multiple manufacturing units and robust investment in advanced research and development (R&D) infrastructure. This focus on innovation led to the creation of India’s first zero VOC paint FreshAir, crafted for homes that value sustainability. With a focus on modern-day consumers and millennials who prefer convenience, we have introduced twist-and-pour packaging making paints more user-friendly. Additionally, our 2.5-litre pack is a standout, addressing the needs of urban living and avoiding excesses. These initiatives show our commitment to quality and sustainability in providing consumers with responsible choices.
Q. How are you engaging with real estate developers and other industry stakeholders to promote sustainable building practices and integrate Jewell Paints' products into their projects? What innovative approaches and incentives are you using to foster this collaboration?
A. We are collaborating with real estate developers by offering sustainable solutions like FreshAir, India’s first zero-VOC paint. This product enhances indoor air quality, making spaces safer for kids, pets, and the elderly. Our high-coverage paints reduce material usage, aligning with sustainable building goals. Additionally, our innovative 2.5-liter twist-and-pour packaging minimises waste, catering to modern urban projects. To foster collaboration, we provide special offers for sustainable projects, and educate the clients as well. By prioritising innovation and environmental consciousness, we’re empowering developers to create healthier and greener living spaces.
Q. How is Jewell Paints leveraging technology to enhance its sustainability efforts? What specific technologies or digital tools are being used to improve efficiency, reduce waste, and develop new sustainable products?
A. Jewell Paints integrates technology to drive sustainability at every step from manufacturing to operational efficiency. Our state-of-the-art manufacturing units produce innovative, eco-friendly products that are eco-friendly and leave minimal environmental impact. We have also implemented energy efficiency production processes that help significantly in reducing waste while our advanced water management practices - featuring water recycling and repurposing, ensuring zero water discharge (please check these points). Besides this, we have started investing in clean technologies like water-based paints to minimise pollution and boost air and water quality. Additionally, at Jewell Paints, we foster a culture of sustainability through adequate employee training on best environmental practices thus following a holistic approach to ensuring a sustainable and green future.
Q. How have your partnerships contributed to Jewell Paints' positive impact on the environment and society? Can you share specific examples of how these collaborations have helped reduce waste, promote sustainable sourcing, or support local communities?
A. We partner with eco-conscious suppliers and local communities to promote sustainability. Collaborations have enabled the sourcing of bio-based ingredients for products like FreshAir, which boasts kid- and pet-safe formulations. Our high-coverage paints reduce material waste, while the innovative 2.5-liter packaging addresses overuse in smaller projects. Community initiatives include training programs to up-skill painters in sustainable practices and reduce application waste. By fostering these partnerships, we wish to minimise environmental impact and create a positive ripple effect across the ecosystem.
Q. How is Jewell Paints exploring opportunities to incorporate circular economy principles and increase the use of bio-based or renewable ingredients in its products?
A. Jewell paints have always been at the forefront when it comes to promoting the circular economy and sustainable practices using bio-based or renewable ingredients in our products. Our milestone product FreshAir is inspired by nature and crafted from sustainable and plant-based components such as active bamboo charcoal and tea tree oil. These natural components will help in ensuring a healthier and safer home. Additionally, it also boasts anti-bacterial and anti-fungal properties that prevent mould and mildew growth on your paint surface. This unique amalgamation of sustainability induced with natural elements will make our product both eco-friendly and functional paint solutions for homes.
Q. Has the company conducted any life cycle assessments (LCAs) of its products to evaluate their environmental impact and inform product design improvements?
A. Yes, we take regular initiatives to refine our eco-friendly products. From our first factory in 2013 to even now, we are completely dedicated to this process. We spend countless hours testing raw materials, supervising every stage of production, ensuring that what leaves the factory is nothing less than impeccable. Today, these factories collectively boast a daily production capacity of 92,000 kg and generate a remarkable daily production value of ₹1.24 crore. Over the years, this hands-on approach has translated into multiple manufacturing units, each an embodiment of his meticulous attention to detail and commitment to innovation.Our recent product FreshAir revealed its substantial contribution to indoor health, being free of VOCs and safe for children, pets, and the elderly. Our high coverage minimises paint consumption, reducing waste over time. Our observation and study of the evolving paint market both dead and supply also inspired the launch of our 2.5-liter twist-and-pour packaging, specifically designed to meet small-space needs while reducing leftover paint. These assessments ensure Jewell Paints continues to lead with sustainable innovation and consumer-centric solutions.
Q. What are Jewell Paints' plans for expanding its product portfolio and sustainability initiatives in the coming years? How do you envision the brand evolving to continue disrupting the industry and driving sustainable practices in the paint sector?
A. Jewell Paints is committed to continually adapting its products and services to meet the changing preferences of Indian consumers. The introduction of innovative solutions like FreshAir and the Twist & Pour packaging reflects this approach. As modern households demand more convenience, eco-friendliness, and quality, Jewell sees an opportunity to expand its product range with more specialised offerings, such as paints designed for specific environments like kitchens or bathrooms that may require unique formulations for moisture resistance. The company's commitment to sustainability is reflected in its focus on low and zero-VOC paints, meeting the growing demand for environmentally friendly and health-conscious products. Jewell Paints has also invested in state-of-the-art manufacturing facilities and a robust distribution network, including 16 depots across 21 states and a network of over 1,500 dealers.Additionally, Jewell plans to leverage its data-driven insights to introduce new pack sizes and product varieties that cater to the diverse needs of urban and rural markets alike. By focusing on localised needs and sustainable solutions, Jewell aims to empower consumers to make healthier, more informed choices, ultimately transforming the way people think about home improvement and paint.
As Jewell Paints continues to innovate and expand, its vision remains clear: to elevate the paint industry in India by offering superior quality, advanced technology, and an unparalleled customer experience
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