Combining recycled and bio-based raw materials with recycled packaging, the new range is available in 2000+ shades for environmentally conscious consumers
NATIONAL | 21st OCTOBER 2026 | JK Maxx Paints, backed by the rich legacy and expertise of JK Cement Limited, has launched JK Naturals, its new sustainable paints brand, with JK Naturals Aura as its first product. Introduced as India’s First Nature Lovers’ Paint, the brand brings together home beautification and a conscious approach to everyday living. Designed for modern homes, JK Naturals Aura Luxury Interior Emulsion combines 40%+ eco-friendly content, including 10%+ bio-based emulsion, with air-purification technology and a premium finish.
Developed in collaboration with Shark Solutions, a Denmark-based cleantech company and a global leader in recycling, JK Naturals Aura includes recycled PVB (polyvinyl butyral) recovered from end-of-life laminated glass into its formulation. This material supports circularity by converting post-consumer waste into a value-added raw material for paint manufacturing. The product’s phased market introduction will commence in North India between late October and mid-November, with a nationwide rollout planned thereafter.
JK Naturals Aura features advanced air-purification technology designed to reduce formaldehyde present in indoor environments and help improve indoor air quality. Its formulation combines recycled and bio-based materials with a rich sheen finish and superior smoothness, offering consumers a luxury interior emulsion offering across a palette of 2,000+ shades. The range also incorporates recycled packaging, extending its sustainability focus beyond just the formulation.
Commenting on the launch, Mr. Nitish Chopra, Business Head – White Cement and Paints, said, “At JK Maxx Paints, we have always focused on developing solutions that respond to the evolving needs of consumers. With JK Naturals, we are taking this commitment forward by bringing sustainability into the home beautification category. Our first product, JK Naturals Aura brings together innovative materials, air-purification technology and a premium finish, offering consumers a thoughtful choice for their homes. Our collaboration with Shark Solutions further reflects our endeavour to explore innovative materials and create products that balance performance with environmental responsibility.”
As part of the launch, JK Maxx Paints is also introducing “Pledge a tree” initiative through a QR code on the product packaging. Consumers can scan the code to take a pledge, and the company will plant a tree for every online pledge taken. The initiative encourages consumers to contribute to a greener future through small, meaningful actions.
Adding to this, Mr. Amandeep Malhari, Head of Marketing, White Cement and Paints, said, “A home is more than just a living space; it reflects the choices and values of the people who live in it. With JK Naturals, we wanted to bring this thought to life through a paint range that combines the beauty of nature with the needs of modern living. The tree-plantation initiative is an extension of this approach, encouraging consumers to participate in a collective effort towards a greener future. We believe that sustainability can become a meaningful part of home beautification when it is integrated into products and choices that consumers make every day.”
The launch will be supported by a digital film that brings alive the philosophy behind JK Naturals and its focus on nature-inspired, sustainable home beautification. Through this initiative, JK Maxx Paints aims to encourage consumers to make more environmentally conscious choices while creating beautiful living spaces.
Link to the digital film: https://www.youtube.com/watch?v=2G47OsWJl-Y
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