Indicus Paints Launches India’s First Luxury Paint Brand

Chennai, December 17, 2025: Indicus Paints has unveiled Indicus Neotė Luxury Interior Emulsion—India’s first luxury paint inspired by the cultural soul of Tamil Nadu. The Neotė line brings together cutting-edge paint technology and the enduring beauty of South Indian art, architecture, and traditions. Neotė introduces a new dimension to the premium paints category, combining advanced technology with packaging that reflects South India’s artistic traditions and architectural landmarks. Delivering premium performance with a radiant silky‑sheen finish, scuff resistance, and superior washability powered by advanced stain‑resistant polymers. Creating velvet‑touch texture and an ultra‑smooth surface, while Silver Ion Technology provides natural antimicrobial protection. The product is backed by an eight‑year warranty covering film integrity, flaking, and peeling.

In addition to performance, Neotė reflects India’s ecological intelligence through Low‑VOC, odourless formulations and wellness‑driven technology. By aligning sustainability with traditional practices of circularity and biodegradability—seen in everything from banana‑leaf dining to organic dyeing—Neotė reclaims eco‑consciousness as an intrinsic part of Indian heritage.

“With Neotė, we wanted to do more than create a luxury paint—we wanted to honour the richness of Tamil Nadu’s cultural heritage,” said B. Gokul, Brand Founder, Indicus & Partner, VNC Group. “Bringing timeless arts into our packaging is our way of showing that modernity doesn’t replace tradition—it reimagines it with confidence.”

The Neotė logo, designed by Gautam Patil, Co‑Founder and Design Head at Plus One, draws inspiration from Tamil script. Its fluid typography, reminiscent of wet paint, evokes the sensibility of Indo‑Western fusion music. “Tamil culture has an extraordinary sense of rhythm, restraint, and confidence,” Patil explained. “The logo and packaging mirror how heritage and progress live side by side in Tamil Nadu.”

The launch comes at a pivotal moment for Tamil Nadu, India’s fastest‑growing major state with a real growth rate of 9.69 per cent and a 75 per cent surge in millionaire households since 2021. Rising prosperity has transformed the real estate and lifestyle landscape, with affluent consumers in Chennai, Coimbatore, Madurai, and Trichy increasingly gravitating toward ultra-luxury villas and gated communities. Non‑Resident Indians (NRIs) and High Net‑Worth Individuals (HNIs) are also investing in premium homes, driving demand for bold, design‑conscious interiors, Gautam Patil added further.

Gokul further commented, “The paint market is undergoing transformation. Repainting cycles have shortened from 8–10 years to 5–6 years, while preferences for anti‑bacterial, Low‑VOC, and odourless paints have moved into the mainstream. Design‑conscious buyers are embracing texture finishes, feature walls, and maximalist materials such as wicker, terracotta, brass, and handloom. Neotė aligns seamlessly with these converging trends, offering advanced performance while adding a cultural dimension that resonates deeply with Tamil Nadu’s heritage.”