A new range of exterior paint products developed by Jotun Paints and which reduces interior temperature is currently undergoing testing and is likely to be launched soon, the company’s marketing official has said.

Marketing manager Ashish Vasudev said the new range offered “cutting-edge technology” and followed new products recently launched by the company.

Jotun has expanded its Lady portfolio, offering Jotun Lady Effects. The new premium special effects range offers better finish and new interior effects and comprises four unique finishes - Lady Effects Pearl, Lady Effects Metallic, Lady Effects Glaze and Lady Effects Stucco Antica.

“Lady is our finest quality interior paint and we have expanded the brand. It comes in different finishes, not just by applications, but also by product quality,” said Vasudev.

The new range offers a lot of glitter to the wall and also enhances texture allowing customers to be more artistic in selecting the colours to complement their lifestyles and personalities, he said.

The company has also introduced Jotashield Experience - a new interactive medium based on Augmented Reality 3D technology, which will allow Jotun Paints to increase brand awareness and understanding for its Jotashield range among industry specialists and professionals such as architects, developers, contractors and market consultants.

Describing it as a marketing tool, Vasudev said the new website, without sounding too technical, informed people about the Jotashield range. As it gave a 3D effect it was visually engaging.

Challenges ahead
Commenting on business prospects, the official said Jotun expected the next couple of years to be challenging.  But confidence seemed to be returning and there could be “more action” in the market.

 “We have a plan B in place and will be enhancing our activity in the market segments where we do not now have much of a share,” he said.

He termed 2010 as a challenging year which “did not come as a surprise as paint is the last thing to be applied on a project.”  It was still a great year for Jotun Paints’ business and 2009 was also a good one as everybody was rushing to complete projects.

According to a recent report from UAE-based research firm Proleads Global, the UAE has 1,296 projects with a total value of $418 billion and is followed by an additional 303 projects in the design, planning and bidding stage with an estimated worth of $143 billion. Jotun remains upbeat that the start of construction on these projects will drive demand for its key products.

“The growing focus on the delivery and completion of projects is effectively driving the market’s maturity, which entails strong emphasis on high-quality products with excellent safety and eco-friendly properties. Our Lady Effects, Jotashield and the Fenomastic range address these demands and more, making us an industry leader not only in terms of market share but more importantly in terms of product advancement,” commented Vasudev.

Jotashield offers thermal insulation properties that result in superior heat deflection and reduced interior temperature and cooling costs, leading to substantial savings in electricity bills. The Fenomastic range includes Fenomastic Enamel, the first lead-free and non-yellowing enamel paint in the region, and Fenomastic Gold, one of the acrylic options that boasts of anti-fungus properties, anti-flames spread certification and crack tolerance up to one millimetre.

“Currently there are two trends in the industry. People are now beginning to understand the meaning of sustainability and are looking at new innovative green concepts and products like the new range we will be launching shortly and which will help cut down power bills,” said Vasudev.

“Soon the region will have practical laws in place; we are awaiting them. Coming out of Norway, our headquarters, we have been following stringent rules and standards already in place in Europe.”

Some of Jotun’s ongoing projects include Meydan and Dubai Metro in the UAE and King Abdullah Economic City in Saudi Arabia. It is involved with a number of infrastructure projects in the region.