New Delhi: JSW Paints — the paint and coatings arm of the diversified JSW Group — is positioning itself as a critical upstream supplier to the conglomerate’s nascent passenger vehicle business, which is targeting electric and hybrid segments.
As per company insiders and industry sources, JSW Paints is working on customised automotive paint formulations designed specifically for EV and hybrid vehicle bodies. The development comes against the backdrop of JSW Group building a vertically integrated mobility stack that leverages in-house steel, component supply, battery manufacturing and now surface coating technologies.
Automotive Paint Focus
Automotive coatings perform well beyond aesthetics: they protect bodies against corrosion, improve durability in varied climates and materially influence a vehicle’s finish quality and resale value.
JSW Paints — which has traditionally focused on decorative, industrial and protective coatings — is accelerating research and development in:
High-durability automotive basecoats and clearcoats
Lightweight, eco-friendly paint systems with low volatile organic compound (VOC) emissions
High-gloss finishes for premium EV segments
UV-stable and scratch-resistant coatings tailored for EV battery enclosures and body panels
An executive at JSW Paints said the automotive division will leverage the group’s steel business to optimise primer adhesion and paint integration, reducing cycle times on future EV assembly lines.
Sustainability and Tech Push
Industry analysts note that with tightening emission norms and sustainability mandates — especially in Europe and India — paint systems with low VOCs and reduced carbon footprints are gaining prominence.
JSW Paints is reportedly exploring water-borne paint technologies and powder coating alternatives for select components to align with environmental standards and life-cycle assessments required by global OEM partners.
The division may also build dedicated capacity for automotive paint application in JSW’s proposed manufacturing campus in Maharashtra, where annual vehicle capacity is expected to start at ~0.5 million units.
Given the high fixed costs of automotive paint lines — including electrostatic booths, curing ovens, robotic applicators and waste-treatment systems — in-house paint capability could help JSW reduce outsourcing costs and build tighter integration across its mobility value chain.
Paint is a surprisingly strategic margin leaver in automotive. If JSW Paints can deliver quality equal to Tier-1 suppliers, it could lower cost of ownership for the group’s vehicle business and possibly become an external supplier over time.
While legacy paint majors such as Asian Paints Limited, Berger Paints India Limited and Akzo Nobel India Limited dominate automotive coatings supplies today, JSW’s captive model — anchored in a broader industrial ecosystem — could create a differentiated pathway.