Shyam Steel Launches Macaw Paints With Kartik Aaryan As Ambassador

In a bold move to expand beyond its industrial roots, Shyam Steel has entered the decorative paints segment with the unveiling of Macaw Paints, announced during the onset of Durga Puja in West Bengal. The company has roped in Bollywood actor Kartik Aaryan as the face of this new venture.

With nearly eight decades of presence in the steel sector, Shyam Steel aims to translate its legacy of strength and reliability into the consumer-centric domain of home décor and finishes. The brand launch was supported by on-ground activations across Durga Puja pandals, making it a culturally resonant reveal.

A spokesperson explained that West Bengal was chosen as the launch ground not just for commercial reasons but for emotional association: “Bengal is not just a market but an emotion. Launching Macaw Paints during Durga Puja reflects the spirit, energy, and cultural pride of the region.”

Strategic intent and brand positioning

Macaw Paints enters a competitive landscape dominated by established players such as Asian Paints, Berger Paints, and Kansai Nerolac. As part of its brand philosophy, the company is promoting “Macaw ke rang, magic ke sang” — aiming to evoke a sense of vibrancy, warmth, and emotional connection for households.

Kartik Aaryan’s involvement is a deliberate choice: with strong appeal amongst youth and families, his persona is intended to help Macaw bridge aspirational homes with everyday consumers. He expressed enthusiasm: “Macaw Paints brings freshness and magic to every home… being part of a brand that families trust for decades feels special.”

By leveraging its industrial reputation, Shyam Steel is likely to emphasize durability, quality control, and trust as key differentiators in the paints market. This positioning may appeal especially in regions where consumers prefer brands with proven legacy.

Challenges and opportunities

Shyam Steel faces the next phase of translation, converting industrial credence into consumer trust in finishes, colour durability, and service. The decorative paints space is heavily design-led and brand driven, requiring investments in distribution, branding, supply chain, and after sales support.

Margins in paints may differ from steel, and the company will have to balance aggressive marketing with sustainable unit economics. It must also compete on colour palette, sheen variants, eco-friendly formulations, and consistency across batches.

That said, the timing of the launch is strategic. Unveiling Macaw during Durga Puja taps into heightened consumer sentiment and festive picker periods. This helps build visibility and emotional resonance in initial markets.

Moreover, entry into decorative paints represents a higher value-add vertical compared to steel—adding consumer touchpoints and room for brand premium. If successful, it can broaden Shyam Steel’s business mix and reduce dependence on industry cyclicality.

Outlook and wider sector implications

Shyam Steel’s pivot reflects a broader trend of industrial companies diversifying into consumer-oriented segments, especially in sectors with aesthetic, lifestyle, or home improvement appeal. With macro tailwinds for housing, refurbishments, and rising disposable incomes, decorative paint demand is projected to remain robust.

If Macaw establishes a foothold, the company may progressively expand into other geographies beyond Bengal, scale distribution, and even offer ancillary services (colour consultation, home painting solutions). Success in the paint vertical could also support brand extension into allied categories such as coatings, wood finishes or wall protection products.

However, early metrics like market share gain, repeat purchase rates, distribution depth, customer feedback will determine whether Macaw transcends a brand launch into a sustainable business unit.