Mumbai : Zydex Paints, part of the Zydex Group, and Germany-based KEIMFARBEN GmbH are moving to disrupt India’s decorative paint market with a performance-driven model built on silicate mineral technology offering a minimum 20-year warranty against colour fading and film failure, against the four to five year repaint cycle typical of conventional acrylic systems in coastal cities.
India’s decorative paint market has competed on shade range, brand and price. The partnership’s contention is that the next axis of competition is performance measured over a building’s life and that a warranty, rather than a marketing claim, is the only credible way to state it.
The collaboration gains relevance in coastal regions, where high humidity, salt-laden air, intense sunlight, heavy rainfall and rapid weather changes accelerate fading, moisture damage and façade deterioration. The Town Hall in Schwyz, Switzerland, coated with KEIM silicate paint in 1891, has not required repainting since a reference point the companies say demonstrates what mineral chemistry offers over conventional film-forming coatings.
On the Indian Market, Dr. Moulik Ranka, Managing Director, Zydex Group, said, “India’s paints market is moving towards the ₹1 lakh crore mark, yet long-term paint performance remains an underserved opportunity. Silicate Mineral Paint Solutions can potentially build a ₹1,500–2,000 crore category by shifting the industry’s focus from repeated repainting to lifecycle value. With over 95% localisation, we are combining global technology with Indian manufacturing to make durable and sustainable building protection more accessible”
Silicate mineral paints chemically bond with compatible mineral surfaces instead of forming a surface film, creating a breathable façade that allows trapped moisture to escape while preventing peeling, blistering, and dampness. Their UV-stable mineral pigments retain colour brilliance and visual character for years, significantly reducing the need for frequent repainting.
Rüdiger Lugert, CEO, KEIMFARBEN GmbH, said, “India is one of the world’s most demanding construction markets. Backed by nearly 150 years of proven silicate technology, KEIM has delivered durable performance across diverse climates. Combined with Zydex’s local expertise, this partnership is not about introducing another paint it is about setting a new benchmark for long-lasting, sustainable, and high-performance building protection.”
The premium KEIM portfolio will follow a specification-led model, with architects, consultants, developers and technical teams evaluating coating systems according to the building substrate, climatic exposure and lifecycle requirements. Trained applicators and project specialists will support system selection, surface preparation and execution.
Amrendra Mishra, COO, Zydex Paints, said, ” Architects determine what gets specified, while applicators determine whether that performance is delivered on the building. Our business strategy is to strengthen both ends of this chain through deeper architect engagement and a trained execution network. This specification-to-application model will be central to our target of growing the paints and waterproofing business from an expected ₹150 crore this year to nearly ₹300 crore over the next two years.”
The technology is particularly relevant for occupied high-rises, where frequent repainting involves complex access arrangements, safety concerns, resident coordination and operational disruption.
Ajay Mehra, Director and Founder, AMG Inc., said, ” Silicate mineral finishes prove that architectural aesthetics and long-term performance can go hand in hand. Their finish, visual appeal and design versatility match any premium coating, while their durability, breathability, ultra-low VOC formulation for a healthier environment for painters and occupants, and exceptional colour stability deliver far greater lifecycle value. As architects, we must specify materials that not only look exceptional on day one but continue to protect buildings for years.”
Zydex and KEIM will initially focus on high-rises, hospitals, universities, commercial assets, premium residential projects and developments where long-term maintenance performance is a key consideration. The companies will expand architect and developer engagement, strengthen applicator training and build project references across major Indian cities.
The premium KEIM portfolio will remain focused on specification-driven architectural projects, while Zydex’s separate organosilicate range will address individual homes and smaller developments through wider retail and dealer-led channels. The company will also continue technical trials intended to support the future acceptance of silicate mineral paints across government and public-sector projects.
