Inspired by the 16th century Dravidian décor of famous temple architecture, the range to recreate the opulence of southern temples’ at home.
JSW Paints has rolled-out its unique explorer range – Dravida for home interiors and exteriors. Inspired by the 16th century Dravidian décor of famous Hindu temple architecture in southern India (The Brihadeeswara, Murugan & Annamalaiyar Temples in Tamil Nadu; Doddabasappa, Vijaya Vitthala, Keshava Temples in Karnataka, etc) the Dravida range is a palette of 12 distinctive earthy yellow color shades.
The range is specifically curated for home interiors & exteriors and is part of the company’s summer range.
Commenting on the roll-out of Dravida shades, Mr A. S Sundaresan, Joint MD & CEO of JSW Paints said, “We undertook extensive research to understand the cultural trends around colour in Indian as well as international markets. Dravida is part of the broader Colourvista range offered by JSW Paints. Our research points to the Dravidian décor as a defining part of the temple architecture in South India. Thus, our Dravida range is distinctively tempered with rustic earthen color tones to lend a warm and inviting look to home exteriors. The collection consists of a dozen shades of fresh & earthy yellow color tones with tasteful bold hues that aim to captivate yet blend seamlessly with the surrounding ambience. They can be best applied in a combination of two or more colors.”
In tune with this, its entire business and brand proposition is based on thoughtful interventions across colour, customer assistance, packaging and manufacturing. JSW Paints’ brand promise of simple, swift & sure is delivered through its water-based colours for homes. It is the only paints company in India with an all water based decorative paints portfolio. Additionally, the colourants for tinting the paints are also water based and low on VOC.
JSW Paints also aims to be a differentiator in the market with its path-breaking promise of ‘Any Color, One Price’ proposition – a first for any paints company in India with all colour in a product line being offered at one price. This is the first time an Indian paint company is bringing such pricing transparency as a thoughtful intervention to Indian consumers.