Mumbai: Shalimar Paints, one of India’s oldest paint manufacturers with a legacy spanning more than 120 years, has expanded its premium product portfolio with the launch of Xtra Tough Hi-Sheen, a new exterior emulsion developed to offer enhanced durability alongside a high-sheen finish for residential properties.
The latest addition is aimed at homeowners seeking exterior paint solutions that combine visual appeal with long-term protection against India’s diverse weather conditions. The product has been introduced under the campaign tagline, “Ab dhool mitti nahi chipkegi, aapki deewar saalon tak chamkegi,” highlighting its focus on cleaner, shinier and longer-lasting exterior walls.
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According to the company, Xtra Tough Hi-Sheen has been engineered to withstand varying climatic conditions while maintaining its finish over time. The premium exterior emulsion features a dust-repellent formulation designed to reduce dirt accumulation on walls, along with anti-algal and anti-fungal protection to help safeguard exterior surfaces from moisture-related damage.
The product also incorporates UV & Sun Reflect Technology, which is intended to reduce heat absorption while protecting painted surfaces against fading caused by prolonged exposure to sunlight.
Shalimar Paints said the new exterior paint is available in more than 2,000 shades and is backed by an 8-year performance warranty. The offering is designed for both new residential construction and renovation projects, providing homeowners with a premium exterior coating capable of resisting rain, heat, humidity and pollution.
The launch comes as consumer preferences within the exterior paints segment continue to evolve. Homeowners are increasingly prioritising products that deliver durability, easier maintenance and long-term surface protection alongside aesthetics. As premiumisation gathers pace across the paints industry, manufacturers are focusing on solutions that combine performance with design flexibility.
Commenting on the launch, Mr. Kuldip Raina, MD & CEO, Shalimar Paints, said, “The exterior paints category is undergoing a genuine shift. Consumers no longer separate aesthetics from performance; they expect both, simultaneously and consistently. Premiumisation today means building solutions that elevate a home’s visual character while withstanding the realities of climate, time, and use. We are witnessing a rise in demand for coatings that offer lasting value through protection, resilience, and finish quality, and Xtra Tough Hi Sheen has been built precisely for that expectation. For the industry, this reflects a broader shift where innovation is increasingly measured by the ability to combine design aspirations with long-term surface performance rather than treating them as separate considerations. As the category matures, we believe performance-led innovation will increasingly define how consumers choose.”
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With the introduction of Xtra Tough Hi-Sheen, Shalimar Paints continues to strengthen its portfolio of premium coating solutions. Building on its 120-year legacy, the company said it remains focused on developing products that address changing consumer requirements while advancing quality, durability and surface protection across the paints and coatings industry.
