New Delhi : Shalimar Paints, a pioneer in the Indian paint industry for over 120 years, has announced the launch of Xtra Tough Hi-Sheen, its latest premium exterior emulsion that combines lasting protection with a rich, high-sheen finish. Designed for modern Indian homes, the new offering reflects the evolving expectations of homeowners who increasingly seek exterior paints that not only enhance the appearance of their homes but also protect them against the challenges of India’s diverse climate.
With the campaign tagline, “Ab dhool mitti nahi chipkegi, aapki deewar saalon tak chamkegi,” Xtra Tough Hi-Sheen promises a solution that keeps walls cleaner, shinier and protected for years. The launch further strengthens Shalimar Paints’ premium portfolio while reinforcing the brand’s commitment to developing innovative coatings that deliver long-term value and superior performance.
Built to withstand the country’s varied weather conditions, Xtra Tough Hi-Sheen delivers a premium high-sheen finish that retains its brilliance across seasons, offering homeowners a combination of aesthetic appeal and lasting durability. It’s advanced dust-repellent formulation prevents dirt from settling on walls, while anti-algal and anti-fungal protection safeguards exteriors from moisture-related damage. It is powered by UV & Sun Reflect Technology, helping reduce heat absorption while protecting surfaces from fading caused by prolonged exposure to sunlight.
Available in over 2,000 shades and backed by an 8-year performance warranty, Xtra Tough Hi-Sheen provides consumers with the flexibility to personalise their homes without compromising on protection. Whether for new constructions or home renovations, the product is designed to offer a premium exterior solution that remains resilient against rain, heat, humidity and pollution.
The launch comes at a time when the exterior paints category is witnessing a shift in consumer preferences. Homeowners today are increasingly looking beyond colour and finish, placing greater emphasis on products that offer enhanced durability, easier maintenance and long-term protection. As premiumisation continues to reshape the paints industry, performance has become as important as aesthetics, creating demand for solutions that deliver on both fronts.
Commenting on the launch, Mr. Kuldip Raina, MD & CEO, Shalimar Paints, said, “The exterior paints category is undergoing a genuine shift. Consumers no longer separate aesthetics from performance; they expect both, simultaneously and consistently. Premiumisation today means building solutions that elevate a home’s visual character while withstanding the realities of climate, time, and use. We are witnessing a rise in demand for coatings that offer lasting value through protection, resilience, and finish quality, and Xtra Tough Hi Sheen has been built precisely for that expectation. For the industry, this reflects a broader shift where innovation is increasingly measured by the ability to combine design aspirations with long-term surface performance rather than treating them as separate considerations. As the category matures, we believe performance-led innovation will increasingly define how consumers choose.”
With the introduction of Xtra Tough Hi-Sheen, Shalimar Paints continues to strengthen its portfolio of premium, performance-driven coating solutions. Building on a legacy of over 120 years, the company remains committed to delivering innovative products that address the evolving needs of Indian consumers while setting new benchmarks in quality, durability and protection across the paints and coatings industry.