Shalimar Paints Thrives Amid Disruption in India’s Paints Industry

The Indian paints industry faced significant disruption in 2024, with the entry of major players like Birla Opus, Astral Paints, and Haisha Paints, breaking the long-standing oligopolistic market structure. Amid this competitive shift, Shalimar Paints, a 120-year-old legacy brand, executed a comprehensive strategy focused on sustainable growth, consumer engagement, and innovative marketing.

Strategic Focus

According to Varun Malik, head of marketing at Shalimar Paints, the company adopted a three-pronged strategytargeting consumers, influencers, and dealers:

1. Building consumer awareness to establish emotional connections.
2. Engaging influencers like painters and contractors to foster loyalty.
3. Expanding dealer networks for market reach and conversion.

This approach, critical in a Rs 70,000 crore market, has helped Shalimar grow consistently over the last three years.

Campaign Innovation

Shalimar launched memorable campaigns such as ‘Pyaar Jo Kabhi Badle Na’, celebrating enduring relationships, and ‘Upgrade Kiya Kya?’, which urged consumers to consider upgrading their paints alongside other lifestyle upgrades. These campaigns introduced the Shalimar Hero range, offering affordable luxury products priced competitively between Rs 250–290 per litre, far below typical premium market prices.

Offline-First Media Strategy

Shalimar allocated 75–80% of its budget to offline channels, prioritizing ROI-driven investments. It leveraged transit media, including branded cabs and backlit auto-rickshaw ads, along with cinema advertising tied to movies like ‘Bhool Bhulaiyaa’ and ‘Stree’. Innovative wall wraps enhanced visibility in Tier-2 and Tier-3 cities, while strategic cricket branding during the India-Bangladesh series maximized festive season impact.

Digital and Influencer Marketing

Shalimar embraced digital marketing, focusing on short-format testimonial videos, social media activations, and performance marketing, achieving Cost Per Lead (CPLs) as low as Rs 20. A decisive shift to influencer marketinginvolved collaborations with niche experts like interior designers and paint contractors, prioritizing authenticity over scale.

Distribution and Expansion

Geographically, Shalimar targeted key markets such as Uttar Pradesh, Punjab, and West Bengal, leveraging mobile training vans and 500+ painter meetings monthly for grassroots engagement. Additionally, its entry into e-commercewith an Amazon brand store and partnerships like Infra.Market bridged distribution gaps.

Malik emphasized the brand's commitment to ROI-driven strategies and consumer-centric innovations, ensuring Shalimar remains competitive in an evolving industry.