JSW Dulux Expands Luxury Paint Focus In India

Mumbai-based JSW Dulux is putting greater emphasis on India’s premium home interiors market with a new national campaign for Dulux Velvet Touch Eterna, as paint increasingly becomes part of broader interior design decisions. The move comes as urban households spend more on finishes, durability and visual detailing, raising questions about whether premiumisation can also deliver longer-lasting value.

The Velvet Touch Eterna campaign places painted surfaces within a wider interior setting rather than treating walls as an isolated product category. The films use large residential spaces, furnishings, lighting and colour combinations to position wall finishes alongside other elements of home design. That shift reflects a broader change in urban housing consumption. For affluent households, interiors are increasingly being treated as an extension of personal identity, while developers and designers are using finishes to differentiate higher-value homes. The premium paint segment therefore sits at the intersection of residential construction, refurbishment and discretionary consumer spending.

The Velvet Touch Eterna range is positioned as a high-end interior emulsion. Its specifications include a mid-sheen finish, ultra-smooth surface, high washability and dust-resistant technology. The manufacturer also lists Tru Colour+ technology and a 10-year assurance programme under specified application conditions. For consumers, however, premium pricing makes durability and maintenance important alongside appearance. Longer-lasting finishes can reduce the frequency of repainting, but their overall environmental value also depends on material composition, application practices, packaging, waste management and how responsibly homes are maintained or renovated. The campaign also arrives at an important point in the company’s corporate transition. JSW Paints acquired a 61.2% stake in the former Akzo Nobel India in December 2025, becoming its promoter and holding company. The company subsequently moved towards the JSW Dulux identity, bringing an established international paint portfolio under new Indian ownership. 

For India’s expanding cities, the premiumisation of interiors is likely to remain closely linked to rising household incomes, redevelopment and the growth of higher-value residential projects. Yet the opportunity extends beyond aesthetics. As urban housing becomes more expensive, buyers are likely to place greater emphasis on finishes that remain functional, washable and durable over time. The next test for the Velvet Touch Eterna strategy will therefore be whether premium interior products can combine design appeal with practical longevity and more responsible material use. That balance will matter as Indian cities add homes while facing growing pressure to make buildings more resource-efficient.

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JSW Dulux Expands Luxury Paint Focus In India