AkzoNobel, the global leader for paints and coatings and the maker of Dulux paints, today announced its foray into the mass market for the first time with the launch of ICI Magik.
Commenting on the launch, Mr Amit Jain, Managing Director, Akzo Nobel India Limited, said, “In India, our Decorative Coatings business will continue to leverage the strength of both its brands, Dulux and ICI. While products from the Dulux cluster will be in the premium and mid-tier segments, those from the ICI cluster will specifically be focused on the value segment.” “The Decorative category in India is complex, with a multitude of consumer needs. And, we are segmenting our brands to leverage the opportunity. With the launch of ICI MAGIK in India, for the first time there is a superior value proposition in the mass market distemper segment. Therefore, the launch of ICI MAGIK is truly a magical moment for the Indian consumers.”
ICI MAGIK: A unique product which promises to revolutionize the mass market for paints in India, ICI MAGIK offers great value to consumers with its all in one package of superior benefits, competitive pricing and environment friendly features. ICI MAGIK is an acrylic paint, which offers consumers superior benefits in the economy category with its excellent smooth finish, exhaustive shade range (offering a palette of 1500 distinctive shades) and enhanced brushability. Also a first for its category, ICI MAGIK has low VOC and low odour.
Supported by a comprehensive marketing plan, Akzo Nobel India is aggressively promoting ICI MAGIK, by rolling it out pan-India. To educate the primary users about the new product, Akzo Nobel India plans to conduct painter carnivals called “Magik Melas” where the painters and contractors will get to experience ICI MAGIK through product trials. Product information will be shared and introductory offers would be announced as part of the Mela.
A 20 kg bucket of ICI MAGIK will be available at Rs 1250.
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
/afaqs/media/post_attachments/37d6a84dca4538490e503dd08be7e58ddd521e54916b9acbe40f26ea171357d0.jpg)