New Delhi: Jotun India, a subsidiary of the Norway-headquartered paint and coatings maker, has launched Jotashield Eterna — a new premium exterior paint formulation that the company says delivers superior durability and protection against extreme weather, sun exposure and moisture.
The launch is part of Jotun’s strategy to capture a larger share in India’s competitive exterior coatings segment.
Jotashield Eterna is marketed as a next-generation exterior solution engineered for enhanced UV resistance, colour retention and surface protection, catering to the premium end of the market where longevity and aesthetics are key buying considerations. According to Jotun India, the product is tailored for India’s diverse climatic conditions — from coastal humidity to northern temperature swings — offering up to 10 years of protection in arduous environments. (Source: RP Realty Plus)
The introduction comes amid robust growth in the Indian paints industry, where rising urbanisation, increased residential renovations and commercial construction activity have driven demand for higher-end paint technologies that reduce maintenance cycles. Analysts say consumers and builders alike are willing to pay a premium for products that promise lower lifecycle costs, especially in exterior applications vulnerable to weathering.
Jotun India highlighted that the new product leverages proprietary resin and pigment technologies developed by the group’s global research network, aiming to deliver both performance and environmental compliance through low-VOC formulations. “Jotashield Eterna exemplifies Jotun’s commitment to innovation and quality, offering customers durable beauty with long-term performance,” a company spokesperson said according to a media report.
The premium exterior category is an expanding frontier for paint makers as commoditisation intensifies in the mass segment. Competitors such as Asian Paints, Berger Paints and Kansai Nerolac have also been beefing up their exterior portfolios with technology-led products, signalling heightened competition for market share in top-end coatings.
For Jotun India, which has historically positioned itself through performance-oriented solutions in niche coatings like protective, marine and industrial segments, the move into high-end exterior paints is likely aimed at broadening retail relevance and deepening penetration in the decorative space without diluting brand equity.
The success of premium exterior launches will hinge on effective distribution scaling, consumer recall and demonstrable performance against entrenched incumbents — key factors that will determine how well Jotashield Eterna resonates with builders, architects and end b uyers.