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AkzoNobel to Focus on Mass Brands, New Niches to Push Growth

Mumbai, Jan. 19 -- Dutch paints and chemicals firm AkzoNobel India Ltd will focus its energies on the mass paints segment and new niches to help accelerate its growth in India, two top company executives said.

In a bid to close the wide gap between itself and Asian Paints Ltd, the country's largest paints and coatings company by far, AkzoNobel is extending its premium brand Dulux to introduce mass paints under the Dulux Promise brand. This will now be a key focus for the company to help it build a presence outside India's top metros and bring in new consumers.

"We find as a strategy that increasingly the fastest growing segment is the mass segment," David Teng, director - decorative paints, India and South Asia, said in an interview. …

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