Paint, when properly chosen, offers far greater value

Syed Salahuddin Abu Naser
Business Director, Dulux Paints Bangladesh, ACI Formulations Limited

The Daily Star (TDS): What is the current market state of the paint industry, and what are the key factors required for its further growth?

Syed Salahuddin Abu Naser (SSAN): The paint industry in Bangladesh stands at a fascinating inflection point. What was once a seasonal, maintenance-driven purchase has now evolved into a lifestyle decision—one that defines the mood of living rooms, energizes kitchens, elevates balconies, and complements modern condominiums.

Driven by rapid urbanization and a growing appetite for global design, homeowners are moving away from functional painting toward thoughtful expression. Today's question isn't just "what color to use," but "what feeling should this wall evoke?" Demand is growing—not just in liters, but in meaning.

To meet this evolving demand, however, three structural shifts are critical.

First, widespread consumer education is essential. Paint is still perceived primarily as decorative, when in fact it contributes to air quality, surface protection, and long-term structural value. These unseen benefits must be actively communicated by brands, retailers, and industry leaders.

Second, accessibility and affordability remain bottlenecks. Paint must be treated as a necessary finishing material—not a discretionary indulgence. Policy changes around duties and stronger rural distribution can accelerate adoption.

Third, although alternatives like wallpapers, lime wash, or fair-faced concrete are gaining ground, they often compromise on durability, weather resistance, and maintenance—especially in Bangladesh's climate. Paint, when properly chosen, offers far greater value.

At Dulux, we believe the next wave of growth depends not just on selling more liters—but on changing how paint is perceived, priced, and prioritized.

TDS: How is your company responding to the growing demand for personalised and aesthetic paint solutions?

SSAN: In today's Bangladesh, living spaces are no longer built just for shelter—they're crafted for self-expression. Paint, once a functional necessity, has become central to how people communicate identity, warmth, and intent within their homes.

At Dulux, we've embraced this shift by reimagining how colour is offered, chosen, and experienced. Through our "Let's Colour" tinting technology, we've enabled an expansive palette of personalised possibilities—shades that adapt to light, mood, architectural texture, and personal story. The goal isn't simply to offer more colours. It's to give every homeowner the confidence to find their colour.

But personalisation extends beyond pigment. It's about the entire experience. That's why we've redesigned our customer journey—from doorstep sampling to simplified, bilingual shade guides—making colour exploration intuitive and inclusive.

We're also deepening painter and contractor training to include aesthetic guidance, finish pairing, and colour psychology, so expertise is embedded at every stage—from product to application.

On the digital front, our Dulux Visualizer App, a global benchmark for AR-based colour previewing, is being evaluated for local rollout—customised for Bangladeshi homes, habits, and hardware.

And because personalisation should never be fragile, we're expanding into washable and humidity-resistant finishes—so the beauty you choose doesn't fade with a splash, a season, or the weather. It stays vivid, practical, and lived-in—just like the homes it protects.

At Dulux, we believe colour is not the final touch. It's the first conversation a space has with its people. And every home deserves to speak with clarity, comfort, and character.

TDS: How do you balance affordability and quality for different market segments?

SSAN: Balancing affordability with quality is not a pricing compromise—it's a brand commitment. At Dulux Paints Bangladesh, we see this not as a trade-off, but a design challenge that demands empathy, precision, and local relevance.

Our product portfolio is built like a staircase of trust—each step crafted to meet a different need, without sacrificing our core promise of performance. For cost-conscious consumers or large-scale projects, offerings like Smart Choice deliver reliability, safety, and smooth coverage—proving that quality doesn't have to be premium-priced. At the upper end, collections like Velvet Touch speak to those seeking depth, refinement, and a signature aesthetic—paint that feels like an extension of personality.

But what binds all these tiers together is the Dulux quality DNA—rigorous product testing, environmental adaptability, and a support system that extends from dealer training to certified painter programs.

To stay in tune with market dynamics, we regularly conduct price benchmarking, field audits, and consumer feedback loops, ensuring that our value equation remains realistic—especially in a time of rising input costs and evolving consumer expectations.

For us, affordability isn't a cost strategy—it's a respect strategy. Respect for consumers at every level. Respect for surfaces that deserve protection. And above all, respect for the belief that excellence should be available—not exclusive.

TDS: What innovations (for example, eco-friendly or sustainable paint or others) is your company focusing on to stay competitive in the evolving paint and home improvement market?

SSAN: In a world where every home bears the imprint of time, weather, and aspiration—paint is no longer just a finish. It's a force. A quiet, enduring technology that protects what matters and projects who we are.

At Dulux Paints Bangladesh, we believe innovation isn't about being first. It's about being right—for the people, the place, and the purpose. That belief is rooted in our inheritance from AkzoNobel, whose 370+ year legacy stretches across oceans, centuries, and even the skies—where our coatings have shielded aerospace structures against the harshest environments known to man. But legacy, for us, is not a trophy. It's a responsibility.

Our local focus is razor-sharp: How do we make homes in Bangladesh last longer, look better, and breathe safer? Our Weather Shield Max line is purpose-built for our climate—resisting monsoon moisture, urban grime, and fading sunlight. And we're embedding lower-VOC formulations into our product development path, aligning with global standards of environmental care and indoor wellness.

But the true innovation lies beyond the lab.

"Innovation isn't about being first. It's about being right—for the people, the place, and the purpose."

It's in understanding that families don't just want walls that shine—they want walls that stay. That speak of durability, sustainability, and quiet elegance. That reduce the burden of frequent repainting, and reflect a smarter, more conscious way of living.

This is where we choose to lead:

Not through louder claims, but through lasting impact.

Not with fleeting trends, but with enduring trust—layer by layer, home by home.