India’s fast growing paint brand Indicus Paints has announced the launch of Neotė Luxury Interior Emulsion, a first-of-its-kind luxury paint brand in India inspired by the rich artistic and cultural heritage of Tamil Nadu.
Blending cutting-edge paint technology with tradition-led design, Neotė introduces a fresh vision of Indian luxury that is expressive, rooted and globally contemporary.
Speaking at the launch, Gokul Basker, Brand Founder, Indicus & Partner, VNC Group, said, “Neotė’s packaging transforms the paint container into a tribute to culture and craftsmanship, expressed through a striking purple palette and design elements inspired by Tamil Nadu’s rich traditions, architecture, and performing arts.
Showcasing icons such as Bharatanatyam, the Veena, Nadaswaram, Kolam, Thanjavur dolls, Meenakshi Temple, and Jallikattu, the packaging celebrates the depth of Tamil heritage while reflecting the expansive colour range of Indicus Paints.
With Neotė, our vision was to create more than a luxury paint brand, we sought to honour Tamil Nadu’s cultural legacy and demonstrate that modernity does not erase tradition, but reinterprets it with confidence.”
Gautam Patil, Co-Founder and Design Head at Plus One, said, “The Neotė identity carries this philosophy forward through a logo shaped by the fluidity of Tamil script and the organic flow of wet paint, resulting in a mark that feels elegant, fresh, and contemporary while remaining deeply connected to regional identity.
The logo reflects the spirit of Indo-Western fusion music—where heritage and modernity come together to create something distinctive and refined.
Designing Neotė was never about using culture as decoration, but about understanding and responding to it. Tamil culture holds remarkable rhythm, restraint, and confidence in its script, performing arts, and architecture, reminding us that modernity already lives within these traditions—it simply needed a contemporary expression”.
Beyond its distinctive packaging, Neotė Luxury Interior Emulsion delivers exceptional performance with a radiant silky-sheen finish.
Its scuff-resistant formula protects against marks, scratches, and everyday wear, keeping walls pristine, while Silver Ion Technology leverages the natural antimicrobial properties of silver to inhibit bacterial growth on painted surfaces.
Neotė is designed to combine aesthetic sophistication with long-lasting durability, making it ideal for premium residential interiors.
Editor’s Note
According to the India Brand Equity Foundation (IBEF), the Indian Paint industry is currently valued at INR 93,094 crore (~USD 10.46 Bn).
The market is projected to reach INR 1,45,782 crore (~USD 16.38 Bn) by 2030, growing at CAGR of 8.5% to 9.3%.
While decorative paints constitute around 70-72% of the total market size, Industrial coatings including automotive coatings, marine paints, powder coatings, and general industrial protective coatings constitute 25% of the market size.
Asian Paints has historically commanded a massive ~59% of the organized market, followed by Berger Paints (~18%), Kansai Nerolac (~15%), and AkzoNobel India (~7%).
With over 40 years of commitment to creating lasting value, VNC launched Indicus Paints & Geco brands in 2021 and has been rapidly expanding product offerings across both categories.
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