Why durable paints are gaining ground in India’s real estate market

Over the past two decades, Indian consumers have become more selective in their choice of paints. Computerised tinting, textures, designer finishes and application-specific products have made colour and aesthetics more personalised than ever.

According to industry experts, the next phase is bringing performance into the same decision-making process. Colour retention, washability, moisture behaviour, volatile organic compound (VOC) levels, fire performance and repainting intervals are becoming measurable attributes rather than technical details hidden in product literature.

Though silicate mineral paints currently account for only about 1% of the industry, developers and asset owners are showing interest in them as India’s skyscrapers continue to grow taller.

Maintenance challenge

A high-rise residential tower, hospital, university, hotel or commercial development is built to last for decades, but its surfaces face continuous exposure to the elements and everyday wear from the day the building becomes operational.

Façades withstand sunlight, heavy rain, humidity, dust, pollution and temperature changes. Interior walls face stains, repeated cleaning, physical contact and everyday wear. In dense urban environments, the condition of these surfaces influences not only maintenance budgets but also how buildings and neighbourhoods age visually.

Frequent repainting of high-rise structures is impractical and expensive, particularly because of the challenges of working at height. Paint flakes can fall onto parked cars and streets or damage the windowpanes of neighbouring buildings. Paint companies are therefore developing durable coatings designed to last for several decades.

Repainting an occupied tower also requires scaffolding or specialised access systems, safety arrangements, contractor coordination, resident permissions and measures to minimise disruption. Architects and developers are increasingly evaluating coatings for washability, weather resistance, lower emissions, fire performance, moisture management and service life.

Raja Naidu, managing director of Bengaluru-based real estate developer Urban Excellence, says, “When surfaces demand frequent access, repairs and repainting, the cost is not just financial. It impacts the experience and confidence of everyone who lives in or uses the building. Choosing materials that continue to perform over the long term is, therefore, not just about durability; it is about building lasting value, trust and reputation.”

Zydex, a Gujarat-based paint company, has partnered with German firm KEIM to manufacture and market its silicate mineral paints in India. The range comes with a 20-year performance assurance against colour fading and film failure, subject to specified conditions.

For developers managing possession deadlines and resident welfare associations dealing with occupied buildings, the specification-to-execution chain can also influence turnaround time, reducing the duration of scaffolding, site disruption and maintenance activity.

Amrendra Mishra, COO of Zydex Paints, says, “Specification and application must move together. Architects define the performance expected from a building, while trained applicators translate that expectation onto the actual surface.”

“Our experience across large residential repainting projects, educational institutions such as Symbiosis, and commercial properties such as West End Mall has reinforced the value of this approach,” he adds.

Sanjay Puri, principal architect at Sanjay Puri Architects, an architecture firm in Mumbai, says, “In climate-responsive architecture, every layer of a building has to work with the sun, the heat and the years ahead, not against them. A façade material that lets a wall breathe while standing up to India’s heat, humidity and pollution is not a finishing touch; it is a meaningful contextual extension of the design intent itself.”

A growing category

Ajay Mehra, director and founder of AMG Inc., Mumbai-based paint manufacturer, says, “Silicate mineral finishes prove that architectural aesthetics and long-term performance can go hand in hand. Their finish, visual appeal and design versatility match any premium coating, while their durability, breathability, ultra-low VOC formulation and exceptional colour stability deliver far greater lifecycle value.”

India’s paints market, currently valued at approximately ₹93,000 crore, according to the India Brand Equity Foundation (IBEF), is approaching the ₹1 lakh crore mark. As it grows, performance is emerging as a third axis of competition alongside aesthetics and price, particularly as urban buildings get taller, denser and more expensive to maintain, industry executives says.

Premium acrylic paints cost ₹6-10 per sq.ft, while silicate mineral paints cost around ₹40-50 per sq.ft, even with 95% local production, according to industry inputs. That makes them seven to eight times more expensive than conventional acrylic paints.

Silicate mineral paints bond with the wall instead of simply forming a film over it. They allow moisture vapour to escape while protecting the façade from the weather. They can also last longer than conventional paints, reducing the need for frequent repainting.

Case of longevity

The longevity of such coatings is illustrated by buildings that have used them for more than a century. KEIM’s silicate mineral paints have been used on buildings dating back to the 19th century. The Town Hall in Schwyz, Switzerland, was coated with KEIM mineral paint in 1891. According to the company, the original coating remains, although the façade has undergone retouching.

India’s paint industry is also seeing growing interest in performance-led coatings, with durability, functionality and lifecycle costs becoming important considerations alongside aesthetics. Mark Titus, president of the decorative coatings business at Nippon Paint India, says its Weatherbond PRO with Quartz Technology, backed by a 16-year warranty, offers exterior protection through UV resistance, dirt pick-up resistance and protection against algae and fungi when used with the recommended base coat system. Its Heat Ban Technology can reduce exterior surface temperatures by up to 10 degrees Celsius under specified conditions.

For interiors, Nippon Paint Spotless NXT combines anti-scuff and stain-repellent properties with washability and an ultra-low VOC formulation. Its Walltron Advance Thermal Comfort Solutions uses a multilayer coating system designed to reduce heat absorption and cooling requirements. The company cites potential reductions of 5-7 degrees Celsius in indoor temperatures and 20–25% in energy consumption, depending on building conditions and application coverage.

According to Titus, developers are increasingly considering lifecycle costs, energy efficiency and sustainability when selecting coatings. While silicate mineral paints offer one approach to durability, multifunctional coatings represent another, with products designed to address maintenance, thermal comfort and surface protection.

The performance figures cited by the company depend on application and site conditions.

Climate and coatings

The suitability of coatings also depends on local climatic conditions. Coastal cities face humidity, salt-laden air and heavy rainfall, while northern cities experience intense summers, dust, pollution and sharp seasonal temperature changes.

Long-term protection

This makes the selection of coatings dependent on the substrate, climate and overall protection strategy rather than paint choice in isolation. When used alongside waterproofing, façade engineering and moisture management, mineral coatings can form part of a broader building-envelope strategy designed to maintain performance over time.

Vineeta Singhania, founder partner of Confluence, a multidisciplinary architectural and engineering design practice based in New Delhi, says, “Designing for human experience means creating environments that are safe, healthy and thoughtfully curated.”

Amit Syngle CEO & MD of Asian Paints says, “Paints are no longer viewed merely as a finishing touch but as an integral part of self-expression, reflecting their own personality and creating memories.”

“There is also a push to make everything more efficient and reduce friction overall, with the advent of quick-commerce and many at-home service platforms. For the paint industry, advances in computerised tinting, quick turnaround time, innovations like quick makeover services ,longer product warranties, and designer finishes have further expanded these possibilities,” he adds.

As the industry evolves, the conversation around paints is also expanding to multi-sensorial aesthetics at the same time encompassing performance and longevity. Consumers and design professionals are increasingly looking at attributes such as tactility , hygiene , colour retention, washability, dirt & moisture resistance, VOC levels and ease of maintenance when making their choices. The opportunity for the industry lies in bringing these functional considerations together with design. Our Nilaya Arc range for interiors reflects this approach by combining the heritage of lime-based finishes which performs like a modern-day emulsion, and displays contemporary design sensibilities through artisanal matt and pearlescent finishes, over 200 heritage-inspired shades and features like stain cleanability with a low-VOC formulation.

The changing landscape of Indian cities presents another important consideration for the paints industry. As urban development becomes increasingly vertical, developers and asset owners are placing greater emphasis on the durability and long-term maintenance of buildings. Repainting tall structures can be complex, making the selection of appropriate coatings an important part of long-term asset planning. This calls for technologically advanced solutions in waterproofing , repair , construction chemicals and aesthetically pleasing finishes that are suited to the building’s design, environmental exposure and performance requirements. As the built environment continues to evolve, we believe the industry must look beyond the immediate visual impact of a coating and focus on delivering lasting value through the right balance of aesthetics, durability and functionality.”

For developers and asset owners, the choice of coatings increasingly involves balancing upfront costs and aesthetics against maintenance requirements and long-term performance.