Berger plans to launch paints for children

Berger Paints, that custom-built 'paint your imagination' slogan, plans to roll out four variants of paints, exclusively aimed at the young citizens, besides their Galaxy brand.

"We launched 'Galaxy' a while ago, targetted especially at children. With the success of the paint, we felt we should roll out more variants," said Abhijit Roy, senior general manager-marketing of Berger Paints India. "The existing Galaxy paint, glows in the dark which children find exciting.

In fact, this paint was so successful that we showcase it in most exhibitions," Roy claimed.

Moreover, as most families with working parents allow children to be the decision-drivers, if not decision-makers, targetting children for growth in sales makes sense. Berger would also launch a new variant in interior wall coating by March 2007.

Among the existing wall paints, 'Illusions' with close to 8 years life span, is already popular and comes in innovative textures. It is also less expensive than wallpapers. Commenting on trends, Roy said that in most households today, demand is shifting towards darker paints for both exteriors and interiors.

"Pastel colours tend to get mundane. People are also opting for textured finishes and emulsions, moving away from cement paints," Roy said.

Again, due to the BPO and IT industry boom, where the industry is dominated by younger employees, demand is more for vibrant colours.

Also, due to the growth in income and consumers' tendency to splurge, the paint industry as a whole is poised for 30 per cent growth for at least the next 3 years, Roy added.

Berger closed at Rs 1,147 crore (Rs 11.47 billion) last fiscal and is expecting a 15 per cent growth year on year for the next 3 years.

The company exports to Russia, Middle East, Mauritius and Nepal. "We are planning to set up a manufacturing unit in Russia by February 2007 as the paints market there has shown adequate growth potential.