JK Maxx Paints, a subsidiary of JK Cement Limited, has entered the sustainable paints segment with the launch of JK Naturals, a new brand focused on environmentally conscious home decoration. Its first product, JK Naturals Aura Luxury Interior Emulsion, combines recycled and bio-based materials with air-purification technology and a premium finish.
The company said the formulation contains more than 40% eco-friendly content, including over 10% bio-based emulsion. It also incorporates recycled polyvinyl butyral (PVB), a material recovered from end-of-life laminated glass, through a collaboration with Denmark-based cleantech company Shark Solutions.
The use of recycled PVB is intended to convert waste from laminated glass into a raw material for paint manufacturing. The product also uses recycled packaging, extending the use of recycled materials beyond its formulation. JK Naturals Aura features air-purification technology designed to reduce formaldehyde in indoor environments and help improve indoor air quality. The interior emulsion offers a rich sheen finish and smooth surface, and is available in more than 2,000 shades. The product will be introduced in phases, with the first market rollout planned across North India between late October and mid-November 2026. A nationwide launch is planned thereafter.
Nitish Chopra, Business Head – White Cement and Paints at JK Maxx Paints, said the launch reflects the company’s effort to incorporate sustainability into home decoration products. He said the combination of recycled materials, air-purification technology and a premium finish was intended to offer consumers another option for interior painting. The company is also introducing a tree-planting initiative called “Pledge a Tree”. A QR code on the product packaging will allow consumers to take an online pledge, and JK Maxx Paints will plant a tree for every pledge submitted through the initiative.
Amandeep Malhari, Head of Marketing – White Cement and Paints, said the initiative was designed to encourage consumers to take part in environmental action while making choices for their homes. The company will support the launch with a digital film explaining the product’s focus on nature-inspired home decoration.
The launch expands JK Maxx Paints’ decorative paints portfolio into products that combine conventional performance requirements with recycled and bio-based inputs. The company said the new range is intended for consumers seeking interior finishes alongside a greater focus on material use and indoor environments.
JK Maxx Paints Limited, a subsidiary of JK Cement Limited, manufactures decorative paints for the economy, premium and luxury segments. The company operates a manufacturing facility in Bhiwadi, Rajasthan, and offers products for home beautification.
