‘For a visible change’

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Collecting unused paints from consumers for beautifying structures in need of revamp is a new endeavour by Kansai Nerolac to inculcate green practices. A look by RANJANI GOVIND

Kansai Nerolac Paints Ltd. recently launched ‘Paint the Change’ to encourage consumers to donate unused or left-over excess paints towards structures across the country that are in need of beautification and renovation.

“Paint the Change is a phenomenal initiative by Nerolac to touch the lives of millions of people across the country through colours, thus spreading happiness and cheer,” said Shah Rukh Khan, Brand Ambassador, during the campaign launch.

H.M. Bharuka, MD, Kansai Nerolac Paints, says it is an endeavour to create a platform to empower consumers to make the change around them, helping them invest in a greener future.

While Nerolac’s recently launched ‘Color Stylers’ at general hardware stores provides assistance to consumers in making a choices through touch and feel panels, its new venture of collecting old paint from consumers across the country for the cause of re-furbishing old-and-weary buildings speaks of an unusual endeavour.

Sukhpreet Singh, Vice-President, Marketing & Sales (Decorative), Kansai Nerolac Paints, spoke to HABITAT regarding the colour drive.

How did you think of such a venture for bringing a change around buildings?

As a paint company we stand for ‘transformation’. We believe paints, along with beautification, also have the power to transform spaces into better living environments. Instead of waiting for change to happen we made a start to revamp public structures around us.

And we know that there is enough unused paint which gets disposed off which can be utilised well in this kind of an endeavour as we talk of sustainability and transformation. ‘Paint the Change’ initiative aims to raise awareness on the proper disposal of paint and using these paints for structures across the country that are in need of revamp, thus touching the lives of millions by spreading happiness and cheer.

According to your estimates and field study, how many do you think will have excess paints to donate? Do you already have people responding?

According to industry surveys, any paint job on an average has 4-5 per cent of leftover paint. As the participation in this initiative is voluntary, we are not looking forward to a specific quantity of paint. Also, for those willing to contribute but do not have leftover paints can participate by visiting our website and contribute digital swatches of paint.

What exactly is your role after these collection centres being set up? Public buildings are identified and selected for painting after people's voting. Who will bear the charges for labour, contractors, architects and agents?

Kansai Nerolac would act as a facilitator in this process. We will leverage our strong network of dealers and painters to support the campaign. Participation from painters, architects and contractors is voluntary towards the initiative.

Any buildings identified as of now? When would the work start?

The duration of the campaign is six months. We are in the process of receiving responses/entries from individuals for the places that they would like to see a change in.

Can you tell us more on 'green paints'?

Although responsible companies have been proactive in removing the usage of heavy metals from the paint formulations, there are several paints made of ingredients from volatile organic compounds (VOCs) which diminish air quality. Categorised as neurotoxins, they are known to cause health hazards. We introduced VOC-free paints with new generation green additives, and water-based decorative products with low VOC content apart from being lead-free.

Our low VOC range of paints conforms to the strictest of international standards and has the National Test House certification (NTH certification) which complies with Green Seal -11 VOC requirements. Green Seal is an independent international agency which certifies green and environment-friendly products.

The needs of the current and future generations cannot be met unless there is a respect for natural systems and international standards protecting core social and environmental values.



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