Indicus Paints, a brand rooted in heritage and performance, has announced the launch of Neotė Luxury Interior Emulsion — India’s first luxury paint line weaving cultural narratives into modern design. Inspired by the art, architecture, and traditions of Tamil Nadu, Neotė blends cutting‑edge technology with packaging that celebrates South India’s timeless aesthetic.
Delivering premium performance, Neotė offers a radiant silky‑sheen finish, scuff resistance, and superior washability powered by advanced stain‑resistant polymers. Its velvet‑touch texture and ultra‑smooth surface are enhanced by Silver Ion Technology, providing natural antimicrobial protection. The product is backed by an eight‑year warranty covering film integrity, flaking, and peeling.
Beyond performance, Neotė reflects India’s ecological intelligence with Low‑VOC, odourless formulations and wellness‑driven technology. By aligning sustainability with traditional practices of circularity and biodegradability — from banana‑leaf dining to organic dyeing — Neotė reclaims eco‑consciousness as an intrinsic part of Indian heritage.
B. Gokul, Brand Founder, Indicus & Partner, VNC Group, said: “With Neotė, we wanted to do more than create a luxury paint — we wanted to honour the richness of Tamil Nadu’s cultural heritage. Modernity doesn’t replace tradition; it reimagines it with confidence.”
The Neotė logo, designed by Gautam Patil, Co‑Founder and Design Head at Plus One, draws inspiration from Tamil script. Its fluid typography, reminiscent of wet paint, evokes Indo‑Western fusion music. “Tamil culture has an extraordinary sense of rhythm, restraint, and confidence,” Patil explained. “The logo and packaging mirror how heritage and progress live side by side in Tamil Nadu.”
The launch comes at a pivotal moment for Tamil Nadu, India’s fastest‑growing major state, with a 9.69% real growth rate and a 75% surge in millionaire households since 2021. Rising prosperity has transformed the real estate and lifestyle landscape, with affluent buyers and NRIs gravitating toward ultra‑luxury homes and design‑conscious interiors.
Gokul added: “Repainting cycles have shortened, and preferences for anti‑bacterial, Low‑VOC, and odourless paints are mainstream. Buyers are embracing texture finishes, feature walls, and maximalist materials like wicker, terracotta, brass, and handloom. Neotė aligns seamlessly with these converging trends, offering advanced performance while adding a cultural dimension that resonates deeply with Tamil Nadu’s heritage.”
By drawing from Tamil typography, festivals, and architecture, Neotė embodies the emerging “India Modern” aesthetic — a design language that favours authenticity and regional identity over borrowed minimalism. It demonstrates that luxury can be rooted, expressive, and proudly local, while remaining global and future‑facing.
