Asian Paints sees growth in the healthy and eco-friendly paints category with concerns about pollution increasing among consumers.

Speaking to mediapersons during the launch of ‘Vanna Kolangal’ style guide for the Pongal festival in Chennai on Friday, Amit Syngle, Chief Operations Officer, said the market for eco-friendly paints market is becoming big, as consumers are becoming more conscious of the environment and rising pollution, especially expectant mothers.

Products

The company has launched Royal Atmos, which absorbs pollution, and has range of products in the pipeline to add to this category, such as anti-bacterial and anti-radiation paint. These products cost ₹450 per litre, which is almost three times that of the basic variety. But with increasing disposable income and rising awareness, the company is seeing customers and businesses such as hotels going in for such products.

The company also plans to create paints that have been inspired by rangoli, bharathanatyam and the temples of Tamil Nadu.

“We are looking at the concept of regionalisation as ‘one size fits all’ is not applicable for a country like India,” said Syngle.