JK Maxx Paints bets on recycled materials with JK Naturals Aura

NEW DELHI: Paint your home green, without changing its colour scheme. JK Maxx Paints has entered the sustainable paints market with JK Naturals, a new brand whose debut product, JK Naturals Aura Luxury Interior Emulsion, combines recycled and bio-based materials with a premium finish.

Positioned as ‘India’s first nature lovers’ paint’, Aura contains more than 40 per cent eco-friendly content, including over 10 per cent bio-based emulsion, according to the company. It also uses recycled polyvinyl butyral (PVB), recovered from discarded laminated glass, in a collaboration with Denmark-based cleantech company Shark Solutions.

The idea is to give waste a second life by turning recovered material into a raw ingredient for paint. The product also comes in recycled packaging, extending the sustainability pitch beyond the paint itself.

Aura features air-purification technology designed to reduce formaldehyde in indoor environments, alongside a smooth finish and a palette of more than 2,000 shades. JK Maxx Paints plans to begin a phased launch in North India between late October and mid-November, followed by a nationwide rollout.

At JK Maxx Paints, we have always focused on developing solutions that respond to the evolving needs of consumers. With JK Naturals, we are taking this commitment forward by bringing sustainability into the home beautification category,” said JK Maxx Paints business head, white cement and paints, Nitish Chopra.

The launch also comes with a green pledge. A QR code on the packaging will allow buyers to pledge to plant a tree, with the company promising to plant one for every pledge made online.

“A home is more than just a living space; it reflects the choices and values of the people who live in it. With JK Naturals, we wanted to bring this thought to life through a paint range that combines the beauty of nature with the needs of modern living,” said JK Maxx Paints head of marketing, white cement and paints, Amandeep Malhari.

The launch will be backed by a digital film showcasing the brand’s nature-inspired positioning. Whether the new range can turn green credentials into a lasting consumer preference will depend on how its performance, price and environmental claims hold up in the market.

JK Maxx Paints Ltd, a subsidiary of JK Cement Ltd, manufactures decorative paints at its facility in Bhiwadi, Rajasthan. The company says its portfolio spans economy, premium and luxury segments, with a presence across 17 Indian states.