With a presence of over 100 years in India, Dulux has been a significant player in the paint industry. Right since its inception, Dulux has seen unabated growth, expansion and transformation. Formerly called Imperial Chemical Industries Ltd (ICI), Dulux is produced by AkzoNobel Group. AkzoNobel’s chemicals business in India sells more than 30 products grouped under organic peroxides, metal alkyls and polymer additives. With employee strength of around 1800 people, AkzoNobel India has six production facilities, two state-of-the-art research laboratories and 75 warehouses across India.

BLAZE TO BRILLIANCE
Derived from the words DuPont and luxury, the brand name ‘Dulux’ was used by both ICI and DuPont till 1931. However, in 2008 AkzoNobel N.V. became the owner of the entire equity share capital of ICI by virtue of which the company became a member of the AkzoNobel Group.
Among AkzoNobel India’s paints, coatings and specialty chemicals, Dulux is its most popular brand of decorative coatings business. Dulux’s commitment to health, safety, environment and security (HSE&S) has been amongst the best in class globally, with due care being taken to protect people as well as the environment.
FAITH FACTOR
Dulux has been developing products which are low in VOC (volatile organic compounds) and are sustainable and environment-friendly. All the products by Dulux are eco-friendly and have the ECOSURE label, which certifies the content of the paint and confirms that the paint meets the international safety standards.
In 2012, Dulux received the Gold Award at the Reader’s Digest ‘Trusted Brand’ event in the paints category. Its parent company, AkzoNobel India featured in the Economic Times ‘Top 500 Companies’ while Forbes 500 featured it in its 2013 listing.
ENGAGEMENT THAT ENTHRALS
Dulux’s wide range of portfolio includes— Dulux velvet touch-pearl glo, Persian silk, Irish linen, trends glitter, trends, NY metallics, Italian marble, Dulux super clean and Dulux super smooth among interior products. Dulux weather shield max, Dulux weather shield sun-reflect, Dulux weather shield signature, Dulux weather shield waterproof, Dulux promise, Dulux weather shield tile and recently introduced Dulux wood guard are among exterior products.
INNOVEDGE
Conceived in 1996, Dulux ‘Select Decorators’ scheme is a nationwide network of professional decorators to assure consumers of high quality work including a two year guarantee supported by the leading paint manufacturing brand.
In 2010, alongside Dulux Valentine, Coral and Marshall, Dulux launched the ‘Let’s Colour Project’, a global marketing campaign involving painting of public spaces with bright colours.
BRAND EQUITY
In 2011, AkzoNobel launched a single new global brand identity for its consumer paint range, Dulux, and its related brands including Flexa, Levis, Alba, Coral, Sadolin and Marshall. The new Dulux brand identity featured a human figure and a colour flourish on the packaging of all the brands in the Dulux cluster. The new global brand identity reaffirmed Dulux’s colour leadership.