Jotun India Launches Jotashield Eterna, Premium Exterior Paint with Self-Cleaning Technology

New Delhi, February 16, 2026: Jotun Paints India has launched Jotashield Eterna, a breakthrough innovation in its premium exterior paint portfolio. Positioned as the highest-quality offering under the trusted Jotashield umbrella, Eterna addresses core exterior paint challenges, from colour fading and dust accumulation to rain streaking, powered by an advanced self-cleaning feature that keeps walls looking freshly painted for longer.

Engineered by Jotun’s India & Regional Research & Development (R&D) teams, Jotashield Eterna combines advanced self-cleaning technology, superior binder systems, and weather-stable pigments to deliver long-lasting protection and enduring beauty, even in India’s demanding climatic conditions.

Designed with a smooth finish, Jotashield Eterna prevents dirt from penetrating the paint film, an issue commonly seen when conventional paints soften under heat and humidity. Its self-cleaning properties ensure that dirt is washed away during rains rather than leaving unsightly streaks, helping exterior walls stay cleaner and brighter for longer.

Available in over 500 colours, Eterna offers exceptional colour performance with active protection additives that slow down paint ageing by combating free radicals caused by prolonged UV exposure. The product has undergone extensive testing and holds 21 quality assurance certifications from global third-party laboratories, including CO₂ diffusion, QUV accelerated weathering, water permeability, and salt spray resistance. Backed by a 12-year performance warranty, Jotashield Eterna significantly reduces the need for frequent repainting, delivering long-term value to homeowners, contractors, and developers alike.

Commenting on the launch, Shashi Kumar Venugopal, Managing Director, Jotun India Pvt. Ltd., said, “Indian exteriors are exposed to extreme climate variations like scorching sun, heavy monsoons, humidity, and high dirt levels, all of which take a toll on painted surfaces. With Jotashield Eterna, we have brought together Jotun’s global expertise and deep local insights to create an exterior paint that truly lasts. This is not just about better protection but about giving consumers peace of mind – walls that retain their colour, resist dirt, and look freshly painted for years. Eterna represents our most premium exterior offering to date and underscores Jotun’s long-term commitment to innovation-led, high-performance solutions for India.”

Madhvi Marathe, Head of Marketing, Jotun India, added, “There is a clear unmet need for exterior paints that not only look beautiful but truly last. Lasting beauty goes beyond colour; it requires products designed to withstand extreme climates. By applying our first-hand local insights and state-of-the-art technologies, we have set a new industry benchmark for resistance to dirt penetration, ease of application, and maximum colour performance. We are proud to offer solutions that help customers protect and enhance the beauty of the exterior walls with confidence.”