Zydex Paints Enters Consumer Retail Paints Segment with NIVO, DRIO & DRIO Max Launch

Bringing premium paint technology into the reach of mainstream consumers, Zydex Paints has entered the consumer retail paints segment with the unveiling of NIVO, DRIO and DRIO Max, a new range of high-performance interior and exterior paints designed to redefine expectations in India’s economy-to-mid paint segment.

Powered by its advanced MineraTek platform and special mineral-modified latex binders, the launch marks a significant expansion of mineral-based paint technology beyond premium residential and architectural applications.

The new portfolio combines sophisticated finishes with breathability, water repellence and long-term surface protection at competitive price points, offering consumers greater value without compromising on performance.

With this strategic entry, Zydex is targeting a 1% share of the economy-to-mid paint segment over the next three years, backed by investments in research and development, manufacturing, distribution and market expansion.

Dr. Moulik Ranka, Managing Director, Zydex Group, said, “We are building Zydex with a clear long-term ambition to emerge as a technology leader in paints and surface solutions over the next five to ten years. Our strategy is not to follow the market with incremental products, but to create differentiated solutions rooted in material science and make them relevant at scale. Mineral technology is one such opportunity where we believe Zydex can reshape the value proposition for a much broader consumer base. The investments we are making today in research, manufacturing and market capability are intended to build a business that can lead through innovation over the long term.”

Amrendra Mishra, COO, Zydex Paints, said, “Competition in India’s paint industry is intensifying, but the opportunity is also shifting from price and colour alone to stronger product performance and long-term value. We see a clear gap between advanced paint technology and its accessibility to the mass market. Zydex is addressing that gap by bringing silicate mineral paint technology to a wider consumer base while retaining its core performance proposition. Our focus is to build a differentiated position through innovation, accessible pricing and strong execution across distribution, applicator engagement and technical support.”

The new portfolio addresses both interior and exterior painting requirements. NIVO is designed for interior walls, while DRIO and DRIO Max cater to exterior surfaces. Built around hybrid organo-mineral binders and special Organo-Silicate formulations, the products have been developed through Zydex’s research, testing and local manufacturing capabilities. The technology, previously associated with premium residential and architectural projects, has been adapted for broader applications across homes, commercial establishments and institutional buildings.

Unlike conventional surface paints, the silicate mineral paint system is designed to allow trapped moisture to escape while restricting external water ingress. This combination helps protect painted surfaces from moisture-related deterioration while maintaining their appearance over time. The range also incorporates fire-resistant properties, bringing multiple functional benefits together within a single paint system.

The products meet fire-resistance requirements as per ASTM E84 and have been tested to EN ISO 7783 for vapour permeability, allowing trapped moisture to escape significantly faster than acrylic paints. Water-repellent performance has also been evaluated as per EN 1062-3. To assess their suitability for Indian weather conditions, the formulations have undergone local testing, including trials conducted in Kerala ahead of the monsoon season.

As a part of its market expansion strategy, Zydex will initially target 60 priority markets across Tier 1, Tier 2 and select rural locations. The new portfolio has already been introduced to select dealers and applicators through a soft launch in Singapore, with a series of launch and product training events planned across India. The rollout will be supported by dealer development, painter and applicator engagement, on-ground activations and brand-building initiatives aimed at strengthening consumer awareness and trade confidence.

To support the expansion, Zydex is strengthening its sales, distribution, application and technical service capabilities. The company already has manufacturing capacity in place to address anticipated growth over the next four to five years, providing flexibility to scale production as demand increases without requiring an immediate capacity build-out.

The launch of NIVO, DRIO and DRIO Max marks an important step in Zydex’s expansion within India’s paints industry. By combining material science, locally developed formulations and a wider distribution strategy, the company is seeking to establish a stronger presence in the economy-to-mid segment while encouraging greater emphasis on durability, protection and lifecycle value in paint selection.