New Delhi: JSW Paints said it will channel roughly ₹60–65 crore in annual savings — realised after ending Dulux royalty payments — back into India’s highly competitive decorative paints business to accelerate its share gains.
The savings have emerged following JSW’s acquisition of Akzo Nobel India’s decorative paints unit, including the Dulux brand, which the company bought in June 2025 for about ₹9,000 crore. Since the deal closed, the requirement to pay a nearly 3% royalty on Dulux sales to the former global parent no longer applies.
JSW executives told analysts the freed-up funds would be redeployed into dealer incentives, painter loyalty schemes and other on-ground growth levers that influence purchase decisions in the fragmented paints market. In an industry where even small trade incentives can sway dealer behaviour, this war chest could provide JSW with sharper tools to compete against larger incumbents.
Leadership at the company made clear the intent to use the additional spend not merely for short-term promotions but to deepen engagement across the distribution chain. A key priority will be expanding JSW’s footprint in tier-II and tier-III markets, where rival players are also scouting for growth.
JSW Paints, part of the broader JSW Group, is targeting a rise up the industry ladder, aiming to move from its current position toward top-three market ranking within the next few years, according to management remarks. Expanded distribution, targeted pricing actions and stronger dealer relationships are expected to underpin that strategy.
The move comes as competition has intensified in the decorative paints sector, with new players and existing rivals stepping up marketing spend, discounts and incentives to win share in a slowing demand environment. Analysts said redeploying royalty savings into competitive investments could help JSW sharpen its growth trajectory without materially affecting near-term margins.