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Forecast Period
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2026-2030
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Market Size (2024)
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USD 8.5 Billion
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Market Size (2030)
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USD 18.21 Billion
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CAGR (2025-2030)
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13.37%
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Fastest Growing Segment
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Water Based
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Largest Market
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West India
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Market Overview
India Decorative Paints Market was valued at USD 8.5 billion in 2024 and is expected to reach USD 18.21 billion by 2030 with a CAGR of 13.37% during the forecast period.
Decorative paints are a category of paints primarily used to enhance the aesthetic appearance of buildings, homes, and other surfaces. These paints are designed not only to provide color but also to offer protective features such as resistance to weathering, moisture, and dirt. They are typically applied on interior and exterior walls, furniture, and various other surfaces to add visual appeal, texture, and depth. Decorative paints are available in a wide range of finishes, including matte, gloss, satin, and eggshell, allowing for different aesthetic effects.
The composition of decorative paints typically includes pigments, binders, solvents, and additives, which together ensure smooth application, durability, and vibrant color. Pigments are responsible for the color, while binders ensure adhesion to surfaces. Solvents control the consistency of the paint, while additives enhance properties such as drying time, flow, and leveling. Decorative paints are commonly used in both residential and commercial applications. They play an essential role in interior design, enhancing the mood of a space with various color schemes and finishes. Additionally, exterior decorative paints protect buildings from environmental elements, increasing the longevity and upkeep of structures. With growing awareness of environmental sustainability, eco-friendly decorative paints that have low levels of volatile organic compounds (VOCs) are also gaining popularity.
For instance, In the Interim Budget for 2024-25, the capital investment allocation for infrastructure has been raised by 11.1% to USD 133.86 billion, representing 3.4% of the GDP.
From April 2000 to December 2023, Foreign Direct Investment (FDI) in the construction development sector, including townships, housing, built-up infrastructure, and construction development projects, reached USD 26.54 billion. Meanwhile, the construction (infrastructure) activity sector attracted USD 33.52 billion in FDI during the same period.
Key Market Drivers
Rising Disposable Incomes and Affordability
Another crucial factor driving the growth of the India decorative paints market is the rise in disposable incomes and the improvement in living standards among the country’s middle-class population. Over the past decade, India has seen a consistent rise in the income levels of urban and semi-urban populations. As disposable incomes grow, more consumers are investing in home improvement and renovations to enhance the aesthetic appeal and value of their properties.
Homeowners are now more inclined to decorate and renovate their living spaces, which has driven the demand for decorative paints. The growing middle class is increasingly willing to spend on premium paint products for both interior and exterior applications. Additionally, rising affluence has led to an increased interest in premium paints that offer superior finishes, durability, and longer-lasting protection. Brands catering to this segment have innovated to provide high-end solutions with a range of finishes such as matte, satin, and gloss, appealing to the evolving tastes of Indian consumers.
The affordability of decorative paints, particularly due to competitive pricing and availability of a wide range of budget-friendly options, further contributes to their widespread use. With the advent of online retail and easily accessible distribution networks, consumers are able to purchase these products conveniently, leading to greater market penetration. As more people move into newly built homes or refurbish older properties, the market for decorative paints continues to expand, contributing significantly to the industry’s growth. The average disposable income in urban areas is significantly higher than in rural areas, reflecting greater employment opportunities, access to higher-paying jobs, and more disposable cash for consumption. For instance, urban Indians' disposable income in cities like Mumbai, Delhi, and Bangalore can be as high as USD 2,500-USD 6,500 per annum for middle-income households. Rural Disposable Income: In contrast, rural disposable income tends to be around USD600- USD 1,200) annually, although this gap has been slowly narrowing due to rural development and digital penetration.
Technological Advancements and Product Innovation
Technological advancements and product innovation are also key drivers of the India decorative paints market. Paint manufacturers have continuously improved paint formulations, incorporating new technologies that enhance durability, finish, and environmental sustainability. The rise of advanced solutions such as weather-resistant paints, anti-fungal paints, and UV-resistant coatings has catered to the evolving needs of consumers who demand long-lasting and low-maintenance products.
In recent years, the market has seen a surge in the demand for eco-friendly paints with low volatile organic compounds (VOCs). As consumers become more environmentally conscious, paints that emit fewer harmful chemicals have grown in popularity. Leading paint companies like Asian Paints, Berger Paints, and Kansai Nerolac have responded by launching a variety of eco-friendly products, such as the Nilaya Naturals and Royale Health Shield ranges, that meet international standards for safety and sustainability. Even government-backed initiatives like Khadi Prakritik Paint, made from cow dung, are gaining traction for being non-toxic and anti-bacterial. Additionally, the development of self-cleaning paints that utilize photocatalytic materials to break down dirt and pollutants is gaining popularity, particularly in cities with high pollution levels.
The increasing availability of specialized paints with unique finishes, such as metallic paints, texture coatings, and digital prints, has also led to the expansion of the market. Consumers are now able to create personalized and creative looks in their homes, which has increased the demand for these innovative decorative paint products.
Growth of the Real Estate Sector and Home Renovation Activities
The booming real estate sector and the rising trend of home renovations are significant drivers of the India decorative paints market. The real estate market in India has witnessed substantial growth, with home sales in the top seven cities reaching over 134,000 units in the first half of 2025. This growth is fueled by government schemes for affordable housing, tax benefits, and favorable interest rates, which have made homeownership more accessible.
The demand for residential properties continues to increase, leading to a corresponding rise in the need for decorative paints for both new construction and property upgrades. The real estate sector has also diversified to include luxury apartments, which saw sales of over ₹12,300 crore in Mumbai alone during the first half of 2024. As a result, premium decorative paints offering advanced weatherproofing and enhanced aesthetics have gained prominence.
Furthermore, home renovation has become increasingly popular in India. With more disposable income, homeowners are undertaking renovations to refresh their homes' appearance. Paint is one of the most cost-effective ways to revitalize a space, making it a popular choice. The increasing popularity of do-it-yourself (DIY) home improvement activities, fueled by online tutorials and the growing presence of retailers like MR.DIY, also contributes to the demand for decorative paints.
The combined growth of the real estate sector and the increasing preference for home renovations is driving the decorative paints market. With the ongoing expansion of both residential and commercial real estate, the demand for decorative paints is set to remain strong.
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Key Market Challenges
Increasing Raw Material Prices and Supply Chain Disruptions
The Indian decorative paints market faces a major challenge from rising raw material costs and supply chain disruptions. The production of decorative paints depends on materials such as pigments, resins, solvents, and additives, many of which are imported and subject to global price fluctuations. In recent years, the prices of these materials have risen due to inflation, supply bottlenecks, and higher energy costs, which have increased the overall production expenses for paint manufacturers.
The COVID-19 pandemic worsened these issues, disrupting trade and causing shortages in raw materials during 2020 and 2021. Although supply chains have improved, the aftereffects continue to raise costs and delay procurement. Crude oil price fluctuations also affect production, as solvents derived from crude are essential in paint formulations. When crude prices rise, the cost of solvents and, in turn, decorative paints increases. Manufacturers are under pressure to manage these costs while maintaining competitive prices for consumers who are becoming more budget-conscious.
Another layer of difficulty comes from the need to maintain product quality and sustainability standards. Consumers prefer durable, high-performance, and eco-friendly paints, which require more expensive inputs. Balancing these quality expectations with the rising cost of production remains a challenge for the industry.
To address these pressures, paint manufacturers in India are focusing on local sourcing of raw materials, improving supply chain efficiency, and adopting technology to optimize operations. These measures aim to reduce dependency on imports, stabilize costs, and ensure consistent product availability despite ongoing global uncertainties.
Environmental Regulations and Sustainability Pressures
The growing demand for environmentally responsible products has become a major challenge for the Indian decorative paints market. The government and global environmental bodies have tightened regulations on volatile organic compounds (VOCs), hazardous chemicals, and waste management to reduce environmental harm from industrial activity. VOCs, commonly found in traditional paints, evaporate into the air and contribute to pollution and health risks. With increasing awareness, both regulators and consumers in India are pushing for paints that have low or zero VOC content.
Manufacturers now face the task of developing eco-friendly paints that meet performance, durability, and aesthetic standards. Achieving this balance is technically demanding, as the production of low-VOC or VOC-free paints often requires specialized raw materials and new formulations. These inputs are costlier, which complicates pricing strategies in India’s price-sensitive market.
Sustainability expectations now extend beyond VOC reduction. Consumers are showing interest in paints made from renewable or recyclable materials that leave minimal environmental footprints. In response, companies are investing in research and development to create biodegradable paints, eco-safe additives, and recyclable packaging. These innovations demand large investments in technology, testing, and production infrastructure, which can be financially difficult for smaller firms.
Waste disposal adds another environmental challenge. Improper disposal of leftover paints and containers can contaminate soil and water, drawing concern from environmental groups and authorities. Manufacturers are exploring measures such as take-back programs, eco-friendly packaging, and partnerships with waste management firms to reduce environmental harm. Implementing these systems requires additional logistics, funding, and consumer awareness campaigns, increasing operational complexity.
Overall, the shift toward sustainable production is reshaping the decorative paints industry. While it presents opportunities for innovation, it also forces manufacturers to balance environmental compliance, production costs, and consumer affordability.
Key Market Trends
Growing Demand for Eco-Friendly and Sustainable Paints
One of the major trends driving the growth of the India decorative paints market is the increasing demand for eco-friendly and sustainable paint products. As consumer awareness about environmental issues rises, there is a noticeable shift towards eco-conscious solutions. This trend is driven by stricter environmental regulations, growing concerns over indoor air quality, and the increasing preference for products with lower levels of volatile organic compounds (VOCs).
Traditional paints can contain high levels of VOCs, which are harmful to both human health and the environment, contributing to air pollution and being associated with respiratory problems and headaches. In response, paint manufacturers in India are focusing on the development of low-VOC (often defined as less than 50 grams per liter), non-toxic, and water-based paints. These products, such as Asian Paints' Nilaya Naturals line made from ingredients like soya bean and castor seeds, offer the same aesthetic appeal as conventional paints but without the harmful emissions.
The Indian government has also introduced regulations to reduce VOC emissions. The Bureau of Indian Standards (BIS) has proposed revisions to standards for plastic emulsion paints, aiming to reduce lead content to 90 ppm and introduce limits on VOCs. Eco-friendly decorative paints are increasingly being used, especially in urban areas with high air pollution. Additionally, with the rising popularity of green building certifications like LEED, builders and homeowners are opting for paints that meet sustainable construction standards, which is a key criterion for certification.
Increased demand for eco-friendly paints is also being driven by changing consumer preferences. This trend is particularly prominent in urban centers, where awareness of environmental issues is more widespread. The growing popularity of organic interior designs further fuels this demand. Manufacturers are responding by introducing a range of eco-friendly products, including government-backed innovations like Khadi Prakritik Paint, which is made from cow dung and is non-toxic and anti-bacterial.
Rise of Digital and Smart Technologies in Paint Application
Another significant trend shaping the India decorative paints market is the increasing integration of digital and smart technologies in paint application. Innovations in paint formulations, tools, and techniques are making the process of applying decorative paints more efficient, precise, and user-friendly. These technological advancements are enhancing the overall customer experience and driving market growth.
Digital technologies are revolutionizing the way consumers interact with paint products. For instance, many paint companies, including major players like Asian Paints and platforms such as AapkaPainter, now offer mobile applications that allow customers to visualize different paint colors and finishes in their spaces before making a purchase decision. These tools use augmented reality (AR) to provide a realistic preview of how different colors will look, helping consumers make more informed choices.
In addition to digital color visualization, advancements in smart technologies are improving the application of decorative paints. One example is the development of smart paint tools such as airless spray guns and robotic painting systems that offer higher efficiency and precision. These tools, offered by companies like Graco and integrated by firms such as Geometrix Automation, ensure smooth, uniform coverage with minimal effort and waste.
Moreover, the rise of "smart" paints that can monitor and respond to environmental conditions is another trend gaining traction. These paints are formulated with advanced technologies that allow them to change color based on temperature or light exposure. For example, thermochromic paints can change color in response to temperature variations, while photochromic paints react to changes in light levels, with applications in smart packaging and other industries.
The growing demand for easy-to-use painting solutions has also led to the popularity of pre-mixed and ready-to-use paint products from brands like Berger Paints. These products reduce the time spent on preparation, making them more convenient for both professional painters and DIY enthusiasts. The increasing adoption of DIY culture, fueled by online tutorials and the availability of supplies from stores like Hobby India, is also contributing to this demand.
Segmental Insights
Type
of Paint Insights
The Emulsion segment held the largest market share in 2024. In the India Decorative Paints market, the emulsion
segment stands out as a dominant force, commanding a significant share due to
its versatile properties and wide-ranging applications. Emulsion paints, also
known as water-based paints, have gained popularity primarily for their ease of
application, durability, and aesthetic appeal.
One of the key factors driving the
dominance of emulsion paints is their suitability for both interior and
exterior surfaces. They offer superior coverage, smooth finish, and excellent
color retention, making them ideal for walls, ceilings, and facades across
residential, commercial, and institutional buildings. Emulsions are preferred
for their ability to provide a seamless and uniform coat, masking imperfections
and enhancing the overall appearance of surfaces. Moreover, emulsion paints are valued for
their environmental advantages. Compared to solvent-based paints, emulsions
have lower VOC (Volatile Organic Compound) content, contributing to improved
indoor air quality and reduced environmental impact. This aligns with growing
consumer preferences for eco-friendly and sustainable paint solutions, driving
demand for emulsion paints in both urban and rural markets.
Another significant factor bolstering
the emulsion segment's dominance is the continuous innovation in product
formulations. Manufacturers are investing in research and development to
introduce advanced emulsion paints with enhanced features such as moisture
resistance, washability, and anti-fungal properties. These innovations cater to
diverse consumer needs and preferences, ensuring that emulsion paints remain a
preferred choice for modern homes and commercial spaces.
Distribution and retail strategies also
play a crucial role in strengthening the emulsion segment's market presence.
Paint manufacturers leverage extensive distribution networks encompassing
retail outlets, specialty stores, online platforms, and direct-to-consumer
channels to reach a broad customer base. This omni-channel approach enhances
accessibility and availability of emulsion paints across various regions and
demographic segments, further solidifying its dominant position in the India
Decorative Paints market.
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Regional Insights
West India has emerged as a dominant region in the India Decorative Paints market, characterized by robust economic growth, urbanization, and a flourishing construction sector. Comprising states such as Maharashtra, Gujarat, Rajasthan, and Goa, this region exhibits a dynamic blend of residential, commercial, and industrial development, driving substantial demand for decorative paints.
One of the key factors contributing to West India's dominance is its rapid urbanization, with Goa having an urban population of 62.2%, while Maharashtra and Gujarat have urbanization rates of over 40%. Cities like Mumbai, Pune, Ahmedabad, and Surat are witnessing extensive real estate projects, including residential complexes, commercial hubs, and major infrastructure like the 350-kilometre Mumbai Metro project. These developments necessitate large quantities of decorative paints for both interior and exterior applications, fueling market growth. Additionally, West India's economic prosperity and increasing disposable incomes are significant drivers of decorative paint consumption, as rising living standards prompt consumers to invest in home renovation and decoration.
The region's diverse climatic conditions also play a role in shaping paint preferences. From the coastal regions of Goa and Maharashtra to the arid landscapes of Rajasthan and Gujarat, varying environmental factors influence the choice of paints that offer durability and weather resistance suitable for local conditions. West India serves as a hub for industrial activities, including manufacturing, textiles, and pharmaceuticals, which further stimulates demand for decorative paints in commercial and industrial applications.
Strategically, major paint manufacturers have capitalized on West India's economic vibrancy by expanding their production facilities, distribution networks, and marketing efforts in the region. This strategic focus enhances market penetration and ensures a timely supply of decorative paints to meet growing demand from diverse consumer segments.
West India's dominance in the India Decorative Paints market is driven by urbanization, economic growth, infrastructure development, diverse climatic conditions, and robust industrial activities. As the region continues to expand and urbanize, the demand for decorative paints is expected to remain strong, presenting opportunities for manufacturers to innovate, diversify product offerings, and strengthen their market position.
Recent Developments
- In September 2025, The Competition Commission of India (CCI) approved JSW Paints' plan to acquire up to a 75% stake in Akzo Nobel India Ltd. This landmark deal is set to significantly alter the market dynamics, strengthening JSW Paints' position against established leaders
- In August 2024, Berger Paints invested approximately USD 236 million in two greenfield projects, one in Bengal and the other in Odisha, with the goal of expanding its overall production capacity by around 25-30%. At the time, Berger's production capacity was approximately 1 lakh million tonnes per month.
- In November 2024, Birla Opus Paints, a division of Grasim Industries Ltd, had opened its fourth plant in Chamarajnagar, Mysore. The state-of-the-art, fully automated, integrated paint plant was inaugurated by Kumar Mangalam Birla, Chairman of the Aditya Birla Group. The plant had officially commenced commercial production. This new facility significantly boosted the company's manufacturing capacity to 866 MLPA (Million Liters Per Annum). By adding 230 million liters per annum (MLPA) to its capacity, the total production capacity of Birla Opus Paints increased to 866 MLPA.
Key Market Players
- Asian Paints Limited
- Berger Paints India Limited
- Akzo Nobel India Limited
- Kansai Nerolac Paints Limited
- Shalimar Paints Limited
- Esdee Paints Limited
- Acro Paints Limited
- Indigo Paints Limited
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- Emulsion
- Enamel
- Distemper
- Primer
- Textures
- Others
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- Residential
- Non-Residential
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- North India
- South India
- West India
- East India
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Report Scope:
In this report, the India Decorative Paints Market
has been segmented into the following categories, in addition to the industry
trends which have also been detailed below:
- India Decorative Paints Market, By Product Type:
- Water Based
- Solvent Based
- India Decorative Paints Market, By Type of Paint:
- Emulsion
- Enamel
- Distemper
- Primer
- Textures
- Others
- India Decorative Paints Market, By Application:
- India Decorative Paints Market, By Sales Channel:
- India Decorative Paints Market, By End User:
- Residential
- Non-Residential
- India Decorative Paints Market, By Region:
- South India
- West India
- North India
- East India
Competitive Landscape
Company Profiles: Detailed analysis of the major companies presents
in the India Decorative Paints Market.
Available Customizations:
India Decorative Paints Market report with
the given market data, TechSci Research offers customizations according to a
company's specific needs. The following customization options are available for
the report:
Company Information
- Detailed analysis and
profiling of additional market players (up to five).
India Decorative Paints Market is an upcoming
report to be released soon. If you wish an early delivery of this report or
want to confirm the date of release, please contact us at [email protected]